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A leader’s view on competition will not only reveal a lot about their beliefs on current and future market trends, but also on innovation, branding, talent management, supply chain issues, constituency management, capital markets, and customer facing. I worry much more about the unknown than the known… .
While much has been written about corporate vision, mission, process, leadership, strategy, branding and a variety of other business practices, it is the engineering of these practices to be disruptive that maximizes opportunities. So why do so many established and often well managed companies struggle with disruptive innovation?
Every single innovation conversation I've had recently with business unit leaders, product managers and/or marketing executives invariably focuses on the importance of partnership and collaboration with their best suppliers and vendors. In other words, innovation occurs when we bypass or disintermediate procurement. It's leadership.
As a result, managers are uncomfortable actually moving into action or committing resources, preferring to stay with the business they know rather than possibilities that may or may not pan out. To overcome this inertia, ask managers to include specific, short-term experiments, whose results will communicate what works and what does not.
Many of these dinosaurs – agencies in particular — seemed a bit panicked about being disintermediated. Some of the best-known brands including Patagonia and Apple are building their own in-house strategic agencies, taking control of strategic and creative leadership while using an open system to collaborate with great outside talent.
Own and disintermediate the customer relationship. This disintermediation of the customer account control is a hallmark of digital giants. . As humans, we often make a decision a second but re quire weeks, months, and maybe even years for management approval. Leaders must take a dynamic approach to leadership.
The typical funnel starts with a marketing-generated lead for a “suspect” that, after qualification, becomes a “prospect,” and then a customer through steps that are measured and managed. That is, core solution-selling and account-management skills still matter. Buying is a continuous and dynamic process.
In a recent interview, Benko discussed AT&T’s efforts and offered advice for HR leaders and individual managers on how today’s workforce can avoid obsolescence. How talent management is changing. What’s the attitudinal shift that needs to happen for individual employees and managers to ensure their relevance?
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