Talking points are one of my pet peeves. Take, for example, the terms “business transformation” or “digital transformation” – valid business goals that have lost all technical significance due to their casual misuse.
“Transformation” implies a certain level of business complexity in effecting change. In other words, finding certain processes that aren’t being utilised to their full potential and implementing alternative solutions to maximise technology, enhance efficiency, and achieve business outcomes. It’s also discouraging to learn that 70% of corporate changes fail. Why is this the case?
“Change management” is yet another B2B term. A transition management strategy also is required to bring about the company transformation—how are you going to get from point A to point B, as well as how you encourage people to accept the new systems and processes?
I’ve seen far too many businesses discuss change management strategies without giving any attention to the infrastructure and actions required to accomplish a good conclusion. Complex transformation in an enterprise or high-growth business, comparable to any other business effort, needs a systematic process with expertise in performance.
A approach to managing change takes several factors into account, including technology, procedures, and, most crucially, people. It’s no surprise that many businesses look to agencies to assist steer a business transformation project, the change management strategy, and assure a successful result. Even with an agency, success is not assured, and many marketing operations directors are caught in a bind.
What then went wrong?
1. NOT INVESTIGATING THE MARKET
So you’ve always wanted to create a real estate agency and now have the resources to do so, yet your passion to get started blinds you to the reality that the economy is in a down housing market and the region where you want to operate is already saturated with agencies, making it tough to break in. This is an error that will lead to failure from the start. Rather than trying to push a goods or services into a market, one first must identify an opportunity or unfulfilled demand and then fill it. It’s far easier to meet a need than it is to invent one and persuade others to spend money on it.
2. LACK OF URGENCY
Clients may lack a feeling of urgency. ‘We’re going to do X, Y, or Z in the following quarter,’ they’ll exclaim. Their acts, however, do not reflect their excitement. This is frequently related to a lack of concentration. Let’s be honest. We live in a noisy and distracting environment. There will always be competing pressures coming at us from all sides. Yet, these consumers don’t always desire X, Y, or Z. It’s almost intentional self-sabotage.
Customers have good intentions at the start of their partnership with us. They adore the Scaling Up approach. They tell me they’re planning to implement agile in their company. Then they don’t get any traction.
We must make success contingent. The CEO must be single-minded in order to utilise and adhere to the a set of KPIs. Settle on a single figure, obsess over it on a daily basis, rally the team, and relentlessly drive and iterate. It will not happen without it.
Those who receive it see extraordinary outcomes. It’s a lot of fun to see. I recall Mudano before Accenture bought them out. In a quarter, they lost and regained £5 million in revenue. This was inspiring to see how they came together and galvanised the squad. They stopped doing everything that wasn’t driving the objective, walked away, and struck it. Fantastic!
3. LACK OF UNITY IN THE EXECUTIVE TEAM
Very frequently, the team attempting to promote change is too narrow. You can try to accomplish it on your own as CEO. Nevertheless, if your Executive team isn’t lined up behind you, you’ll be unable to make any progress. Even one naysayer or backslidder might derail your goals. Furthermore, be wary of phoney pledges. We observe team members promising to accomplish a task but failing to do so. Perhaps there is a lack of ‘disagree but commit,’ which leads to phoney unity. You, as CEO, must challenge this behaviour. It’s poisonous.3
Customers come to mind when the CEO is devoted with zeal and vigour. Yet, their team does not match this. To be honest, they’re encircled by sloping shoulders. If this is the case for you, consider bringing in outside help. Instead, certain members of the Executive Team might be let go.
Transforming a company might feel like turning an oil tanker – it’s a large undertaking that requires the appropriate personnel. We recommend a small group of dedicated persons who can assist you in increasing your metabolic rate. Next it’s a matter of settling on a limited number of core tasks that must be completed on a daily basis.
4. YOUR PURPOSE IS TOO WEAK
The Executive Team must be drawn to something that thrills and drives them. A firm feeling of purpose is essential in this situation. It’s similar to losing weight. If you believe, ‘I’m too overweight; I need to shed a stone,’ your progress may be rapid at first. Yet, after losing five pounds, you start to eat oneself the way you used to. It takes on greater significance when you consider, ‘I need to lose weight so I can play football with my kids.’ You’re being drawn towards something significant to you.
Your feeling of purpose must be strong enough to keep you going when things get tough. Because things will become difficult. Transformation is never simple and needs a dedicated effort. During a recent trip to the Philippines, I spoke with some Uber employees. They informed me that one of the reasons for their success in South-East Asia was their mission of ‘changing lives’ and their BHAG (Big Hairy Audacious Goal) of ‘unlocking cities’. Uber focuses on ride-sharing in this region. You can either drive yourself through busy streets or share an Uber. This has a good influence on cities by removing millions of automobiles from the road and lowering pollution. It’s a strong message for their employees.
5. NOT HAVING AN EFFECTIVE BUSINESS PLAN
If you don’t have an effective business plan, you can’t properlycommunicate your vision to your team. Tony Robbins advocates not just having a business plan, but having a business map for entrepreneurs to take their small businesses to the next level. Your business map will help you master vital stages of the business cycle, like scaling. Explosive growth can be tempting, but not scaling in a mindful manner is one of the biggest reasons why businesses fail – you have to strike the right balance between growth and infrastructure.
You cannot effectively explain your vision to your team if you do not have an excellent company strategy. Tony Robbins recommends that companies can create a company map instead of merely a business strategy if they want to take their small company to the next level. Your company map will assist you in mastering critical steps of the economic cycle, such as scaling. Rapid expansion might be appealing, but failing to expand thoughtfully is among the leading reasons why businesses fail – so must achieve the proper balance between growth and infrastructure.
6. NOT PUTTING THE CUSTOMER FIRST
The most leading reasons why businesses fail is when a company falls in love with its product rather than its customers. Fall in love with your client and seek out every method you can satisfy their wants to avoid company failure. Predict what people desire, their requirements, and, if feasible, whatever they may not even realise they require. Make your consumer a raving fan who will tell everyone about your product, service, or organisation. You can fully see how to succeed once you understand how the customer’s existence is your business’s life.
7. NOT HIRING THE RIGHT PEOPLE
Employing the proper people has a significant impact on practically every aspect of your organisation. One of the most apparent instances is sales: if you don’t have enough revenue, you won’t be able to pay your staff or yourself, and you won’t be able to develop. Salespeople that are self-assured are essential for increasing sales. It’s also amazing how many businesses fail as a result of poor inventory management. Employing an inventory control expert or utilizing efficient stock control technology is a simple method to handle this problem.
8. LACK OF FLEXIBILITY
Do you remember Blockbuster? What is Radio Shack? What about Tower Records? These industry titans all failed due to the same cause for company failure: an inability to adapt to a changing market. Entrepreneurs who fall in love with a service or product and refuse to pivot when the market requires it are doomed to fail. Flexibility and a readiness can turn when needed are vital to lasting achievement both business and in life.
9. NOT UNDERSTANDING YOUR INDUSTRY
This is one of the primary reasons why businesses fail to innovate. Certain sectors demand more innovation than others, and the lifespans of goods may differ. Consider the IT sector. The average product has a 6 service life. Yet in certain industries, such as the app industry, it’s only one month. Consumers want constant innovation and development, and if you don’t provide it, someone else will. You inhabit an entirely novel world now, where the only constant is change. And if you’re not keeping up, you’re slipping behind.
10. FEAR OF BUSINESS FAILURE
One of the most common, if not the most common, anxieties of any business owner is failure. We wouldn’t even be asking, “Why do businesses fail?” because of that fear. Yet, as you hone your entrepreneurial and management talents, you will discover that conquering your dread of company failure is one of the more important assets in running an effective business. You must learn to perceive business failure as just a learning opportunity rather than an impenetrable obstacle, while discounting the validity of any anxieties. Remember that life happens to people rather than to you.
HOW APPLE CAME BACK FROM BUSINESS FAILURE
Everyone has heard of Apple nowadays. With a market valuation of about $2 trillion and a stock that is outperforming its competitors, it ranks among the most important companies of our time. But it wasn’t always like this. When contemplating why businesses fail, Iphone is indeed an outstanding demonstration to explore.
Steve Jobs, its firm’s creator, was fired in 1985. Prior to re-hiring Jobs in 1997, the struggling company was losing money and was on the verge of bankruptcy. In actuality, Michael Dell was encouraging decision-makers to close down Apple and return shareholders’ money. Yet Apple persisted, and Steve Jobs pondered one of the company’s most important questions: “What business are we actually in?”
The explanation seemed simple at first: Apple was in the computer industry. But how were they going to regain clients when Microsoft controlled 97% of all pcs inside the United States?
This is when they recognised that no matter how amazing their product was, Microsoft has been embedded and entrenched in the minds of the general public. After all, that was one of the primary reasons Apple gone bankrupt.
Then Jobs inquired, “What business do we require?” And Apple determined it needed to be in the business of linking people to their passions – to their images, too their music, to one another. By doing so, he avoided one of the leading reasons for why businesses fail: a lack of flexibility.
Addressing this question resulted in one of Apple’s most significant life changes. The firm evolved into creating simple, interesting technology that links people to what they enjoy. After Jobs was rehired, the business formed a collaboration with Microsoft, signalling the company’s comeback. Apple went back to profit & made their mark only one year after with introduction of the iMac. Soon after, the iPod and iTunes appeared, followed by the iPhone. Their net sales increased dramatically. Apple has never stopped developing since then, and its marketing tactics have driven the corporation into an altogether new arena. If Jobs has considered his sacking as the end of his career (and company), the business wouldn’t have ever recovered.
Is Apple still in the computer industry today? Just 10.4% of their revenue comes from desktops, which means that nearly 90% comes from iPhone, iPad, and Apple Watch sales. It was critical for Apple to shift direction and become successful by responding to the query “Why do businesses fail?” honestly.
If success is defined by innovation and marketing, you must first determine who your consumer is, what they require, what business you are in, and what business your truly must be in. Because the answers will eventually allow you to adjust your offer, answering these questions can transform your entire business. Change your offer, change your business – and change your business, change your life, as the saying goes.