In my forthcoming book, Seeing Around Corners (now available for pre-order wherever you buy books), one of the major themes is that a major blind spot for organizations is that they tend to see the world through the lens of their existing industry. There are a lot of good reasons for this, but it can cause otherwise smart organizations to stumble.
Earlier this month, I spoke at the Human Resources Directors Conference in the United Kingdom. At the conference, I shared some material excerpted from my forthcoming book, Seeing Around Corners: How to Spot Inflection Points in Business Before They Happen, about how easy it is for executives to get trapped into an old way of thinking—and the new type of leadership model that is required in today’s highly transient advantage contexts.
In the world of strategy, there’s been a long-held belief in a sustainable competitive advantage—you find an attractive place in an attractive industry, throw up entry barriers, and exploit the advantage for a long period of time. However, in more and more parts of our economy, competitive advantages just aren’t lasting as long as they used to, and companies are having to continuously refresh their competitive advantages as they become irrelevant.
I was recently at a conference with Curt Carlson, a brilliant leader of innovation who for many years ran SRI, the research organization responsible for the invention of Apple’s Siri and many other multi-billion dollar products. The SRI story is one of an astonishing turnaround—when he took over as CEO in 1998, the organization had been losing money for years and was on the brink of having to close its doors. Worse yet, the culture he inherited was described by many as toxic.
We cannot predict the future, but we can prepare in advance. So how do you develop early warning signs that things are about to change in an industry? One technique for identifying leading indicators is envisioning time zero events—concrete events that represent things that could have a big impact on a business.
Among the many myths that corporate types have about startups (whether standalone or of the corporate variety) is that there is some kind of alchemy involved. Sort of “Steve Jobs arrives on a clamshell and the world is changed forever!” They think growing new businesses requires some instinctive DNA that founders are born with and that other mere mortals will never possess.
In this insightful article, Kara Swisher notes that one big reason that Instagram’s co-founders, Kevin Systrom and Mike Krieger, decided to leave was that the popular site was pulling users away from the “big blue” platform that is the core Facebook product. Clanging sounds of early warnings of early-stage fading of advantage!
There are trillions up for grabs in the business of delivering things right to you, no matter where you are. A sector reeling from the cumulative effects of digitization is the global logistics business. In what our colleague, Michael Sikorsky, calls “the second half of the chessboard,” we can anticipate some significant inflection points in the business of logistics, involving innovative digitally-enhanced business models, the instrumentation of basically everything and the impact of the experience economy on product-centric business models.
When I was young, the go-to source for important information was a reference book, like the Encyclopedia Brittanica. It kept its secrets about who I was, what I read, which sections got attention, and which didn’t. Those who watch over reference books, the librarians, are the custodians of human knowledge embedded in the materials in their care. They have long been admonished to maintain an ethic of “facilitating, not monitoring, access to information”.
By now, education was supposed to have been thoroughly disrupted. While digital platforms are great for disseminating knowledge, they are terrible at demonstrating what knowledge you have to others. For that, a credential from a respected institution can’t be beat.