I read a few weeks back that General Motors has acknowledged that they “may have been too internally focused” during a period that, near as I can tell, lasted 25 years or so. They “may have lost sight” of what the market was looking for in transportation and become too obsessed with internal performance and quality metrics. The exact quote, I believe, is “”For the first time in a long time, we’re listening to our customers again,” he said. ‘The hard truth is that we haven’t always done a great job at this in recent years. Today, we’re listening well,’ Reuss said.” I wish “duh” had more letters in it, because it seems too succinct a way to comment on that.
I think we can all imagine how this happens in a behemoth like GM. Heck, I saw a similar mentality when I worked at Xerox in their global services division. We desperately wanted to be relevant to our clients; to offer products and solutions that they would snap up like cheese curls at a Marijuana Growers Convention. But in spite of that desire, we missed the boat. I think it comes down to gravity. Well, really distance, but it’s all in the same formula, according to Newton or Einstein or whoever came up with the formula for the gravitational attraction between two bodies.
I won’t bore you with the actual formula, but suffice to say that the attraction between two bodies exponentially declines as they get farther apart. In other words, the pull between two bodies that are 10 feet apart is 4 times greater than when they are 20 feet apart and so on. As the distance increases, soon you don’t feel the pull of the other body at all.
So back to Xerox… or GM for that matter. In most large organizations, one effect that management hierarchies and bureaucracy has is that they increase the distance between what customers want and what the leaders deciding what they will offer in the market and where they will invest deliver. That same hierarchy and bureacracy also distorts what their real reputation among their customers is. Mix in some “internally focused metrics” that incent the wrong behaviors, a little politics and jostling among peers that can quickly degenerate into “if you look bad, I must look good” and you’ve got yourself a Pontiac Aztec…
But here’s the real question: In your ten employee company, your 15 person team, your 150 consultant division or your 15,000 person organization, are you following in the footsteps of those behemoths? Remember! Xerox and General Motors, to name just two iconic brands, had stellar reputations for quality and innovation. I could make an argument that Microsoft may be on its way into that group as well. And that journey may become more insidious than ever. Because now that all this social media is available so you can listen to your ‘groundswell’ you must be thinking “I am in lockstep with my customers. I see what they post on my fan page. I know what they want and expect from me and my organization.” But do you really? Or are you just taking that market intelligence as gospel?
It took Domino’s too long to figure out what people thought of their pizza, though it seems they got it right in the end, at least according to my daughter, who knows pizza. The faster you find out and fix what’s broken, the easier it will be to stay relevant for as long as you like…
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