What an energizing whirlwind two weeks: keynoted for the Federal Reserve (the future of banking), spoke to CFOs in San Diego (the future of finance), facilitated our Outthinker Chief Strategy Officer roundtable in New York (the future of strategy), met with ABC TV in LA (the future of television), ran a workshop for a Fortune 500 real estate firm (the future of real estate), ran an Outthinker workshop for an apparel retail leader (the future of retail), then addressed a room of board members of public tech companies in Silicon Valley (the future of everything!).
Microsoft’s move this week to buy LinkedIn offers a profound lesson most analysts lack the stamina to catch. On the surface it appears to be another potentially brilliant move in the chess game CEO Satya Nadella has been playing since he took the helm of Microsoft in 2014. You can see a transformed Microsoft emerging when you consider the assets they now have in play: a purely cloud-based Office 365, the most popular VoIP solution (Skype), two of the most active online gaming communities (Minecraft and Xbox/Halo), etc. The company looks radically different from the company that used an installed operating system to muscle companies into adopting its work productivity software. Now with LinkedIn, it buys itself a chance to move itself up from last place in the five-way race that now defines tech (Amazon v. Google v. Apple v. Facebook v. Microsoft).
Our ideas make no difference if we cannot get others – our colleagues, partners, bosses, investors – to embrace them. Through the 120 or more interviews I’ve conducted this last year with innovators, I’ve heard over and over again that change is constant and those who have impact are skilled at getting people to embrace this fact.
When it comes to pitching your employer new business ideas, few can claim a track record as impressive as Brendan Ripp’s. Brendan most recently served as group publisher of the Sports Illustrated Group, where he led the development of nearly two dozen brand extensions, including a new film production unit, a college sports vertical, consumer events for Sports Illustrated Swimsuit and most recently the launch of SI Overtime, a branded content studio. He also formed content, media and marketing partnerships with WebMD and Wired, prior to which he served as publisher of Time, Fortune and Money.
We all know that companies that thrive in the future share certain traits. They need to listen to core customers and excel at sensing new trends.
“All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.”
It is so easy to miss! When the future was lobbing softballs at you, you could hit the trends every time. But the future has upped its game. It’s throwing fastballs and curveballs now.
What software company would’ve thought five years ago that Amazon would be its biggest competitor in the cloud? What automobile manufacturer thought five years ago that a simple mobile app would force them to rethink their business?
In our last blog post, we argued that a “digital transformation” being experienced across nearly every sector is thrusting us into a new era of complexity. Large companies are failing to adapt. They are dying earlier and faster than ever before. And their failure to adapt could come at a profound detriment to society.
An odd thing happened in a client’s boardroom recently. We were listing out the competitors we needed to keep an eye on as part of a scenario planning exercise. We had discussed the usual suspects – long-time direct – and even the more recent entrants – mostly technology start-ups that were now picking up speed. Then someone said, “What really scares me are the competitors we can’t see.”
What is next to fall?
The talent barrier is already coming down. In the past, companies offered workers a straightforward bargain: give up what you want to do to do what we want you to do, and in exchange we will give you full-time employment, a title, and a hierarchy. Trade freedom for predictability.