BUSINESS MARKETING: Do you have a transformative vision?

2013-07-13T10:31:00Z BUSINESS MARKETING: Do you have a transformative vision?Larry Galler Times Business Columnist
July 13, 2013 10:31 am  • 

As much as we would like to think it, a business’s lifespan is not a straight line on a graph.

The graph for most businesses is full of steep and jagged peaks and valleys. Some of the peaks and valleys are caused by situations outside a business leader’s control such as rapid changes in costs of essential components and services, expansion or contraction of the local, regional, national and world economy, increase or decrease in competition, changes in technology and the ability to utilize them, etc.

But business leaders have control over many facets of their business’s future if – and the use of the word “if” is very important  they take control of those facets they can control. For many this may be a curious concept but I know of many business of all sizes that exist on a day-to-day basis swinging aimlessly to the whims of the marketplace. Up … down … up … down.

If customers arrive in droves they are busy, if the phones stop ringing or emails stop arriving, well, maybe their people go home early because there’s “no work today.” Some business leaders, recognizing that they need to control that process, develop a vision of the future and work to transform their business from what it is today into the business they want tomorrow.

They exert their “transformative vision” upon their business and inspiring the staff within the business with the vision of what the future can become. Instead of waiting for customers to find the business or want its products or services, they create an environment that makes the company go out and find customers. Instead of allowing production to be slow and inefficient, they seek productivity and efficiency alternatives to allow the “transformative vision” to become possible and then put those alternatives into use.

Implementing transformation is difficult and arduous but also inspiring, empowering and motivating as positive change builds momentum and a sense of “we can make this happen” increases takes over. Consider modifying the icon from “Field of Dreams” - Build it (the transformative vision) and they will come.”

Opinions are solely the writer's. Larry Galler, of Larry Galler & Associates, is a marketing and management consultant for small and mid-size companies. Take Galler’s free self assessment by email to determine whether your company has a culture of excellence. Send an email to put “Excellence Assessment” in the subject line.

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