7/27/2009
Business Theory in Process – The Uncertaintly Paradox
I used to have answers ... now, I don't even know the questions.
“Each of us will be looking at real world tools and strategies that can drive a company, idea or you forward in the face of a world seemingly gone mad.” – Fred Schlegel
How Do You Make a Strategic Plan When the Only Certainty Is Uncertainty?
Bill Welter, Kay Plantes, and Fred Schlegel are three business strategists and bloggers who really make you think. Figuring that three heads were better than one, I suggested they put theirs together and contemplate the key strategic issues faced by b2b and b2c corporations today.
The result is an ongoing blog dialog and thought experiment, built around an issue they call The Uncertainty Paradox.
Join In on a Business Theory Thought Experiment
The titles of each blogger’s initial post give you a good idea of where they are starting. Where the conversation ends depends as much on our input as anything else.
From Bill Welter – Please read Leadership in Times of Uncertainty. “All of us had great imaginations as a small child (remember how you could use a big cardboard box to make a “fort”?) but many of us have neglected that skill while we searched for the perfect answer. It’s time to get back in touch with that little kid in the back of your mind.”
From Kay Plantes – Please read Does Business Model Strategy Matter in an Age of Uncertainty? “Just as a product or service can become commoditized, so can a business model. Companies that are flexible – that are willing and able to evolve their business models will have an advantage in more uncertain times.”
From Fred Schlegel – Please read Tackling the Uncertainty Paradox. “[We've] been discussing how the uncertainty caused by stronger, less predictable and more frequent disruptions can be as large a source of opportunity as it is a threat. We’ve been considering why such uncertainty tends to freeze some and free others. And we’ve been thinking about where companies and individuals can find solid traction for progress even when they feel trapped by uncertainty.”
Business Theorists Don’t Make Business Theory, Business People Do
- So how do you feel about doing business in this age of uncertainty?
- How do you plan when even 6 and 12 month forecasts can be 180 degrees off?
- Do we need new strategic principles to guide us?
These are questions (along with many more) you’re likely to start asking yourself as you read these posts. I hope you’ll join in the conversation with your questions, observations, and suggestions. It’s a topic we can hardly afford to neglect.
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27 Responses to Business Theory in Process – The Uncertaintly Paradox
I can certainly recommend reading Fred’s blog if you enjoy engaging your brain on interesting B2B issues, and I appreciate how their partnership introduces me to the other two. I’ve got to get over there and read their posts, I keep forgetting.
I appreciate that you wrote a post about what they’re doing. I believe blogging is at its best when it centers around communication. Too many of use resort to merely posting articles and abandoning blogging’s ability to spark and foster conversation.
Brad,
First, thanks for the mention.
Second, I LOVE the caption under the picture. Too many of us have spent years trying to find answers and in these uncertaim times it’s much more important to ask the right questions. We have lots of smart people who can get us an answer — but we have to ask the right question.
Bill
Terry, What a valuable point you make. It took a long time for me to force myself out of the habit of finishing off every post. But you are so right – some of the best content in all of blogdom comes from the aggregate impact of the comments.
Bill, One of the things I learned from my dad about sales (and it applies to everything else), is to ask the customer this question – “Is there anything else I should be asking you?” It can save you hours of guesswork and wandering down the wrong path.
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Cool video! You’re right, it aptly illustrates the importance of planning in your communications. We believe that planning is crucial, but action is always more important than strategy. We focus on clear, simple, actionable planning for social media communications – what do you think?
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Love that video. Still in amazement that they did that in a single shot. (Pun intended.)
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Everyone loves jumping on the bandwagon. I think brands and businesses are just confused about how to approach these social media sites because they aren’t sure of the outcomes. While there has been good press about social media marketing, how is it actually effective? So, as a result everyone’s jumping on to these websites without a strategy implemented. But a business is a business, and businesses should know strategies help make a program effective.
This comment was originally posted on Social Media Explorer
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Just to play devil’s advocate here (sorry), quite a few companies on the web (Southwest Air, for one) really did just “dive in” to social media and have been very successful.
I don’t disagree at all, however. I think any good communications initiative (especially a unique one) requires a lot of careful planning. I would never advise anyone to just dive in and learn as they go. This is bad practice for any business idea. Just think it’s worth noting, though, that some companies who have “paved the way” admitted to doing exactly this and have done quite well.
This comment was originally posted on Social Media Explorer
Social Media Requires Planning…
Or, as a Commando might say:
Prior Preparation Prevents Piss Poor Performance
This is a great post Jason. I speak with many wild-eyed business owners who desperately want to participate in Social Media without a thought or care about their ultimate goal.
Fortunately some planning and thoughtful reflection often cure this ailment quickly!
This comment was originally posted on Social Media Explorer
Thanks Joe. Great add to the discussion. Love the Six P’s of not screwing it up. Heh.
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Thank you, thank you, THANK YOU for this bit of common sense. If one more person tells us to just "dive in and learn as you go" I’m going to LOSE IT. Plan first. Then execute. Bless you, my child.
This comment was originally posted on Social Media Explorer
Anything done clear, simple and actionable is better than not, for certain. Thanks Carl.
This comment was originally posted on Social Media Explorer
Just to play devil’s advocate here (sorry), quite a few companies on the web (Southwest Air, for one) really did just "dive in" to social media and have been very successful.
I don’t disagree at all, however. I think any good communications initiative (especially a unique one) requires a lot of careful planning. I would never advise anyone to just dive in and learn as they go. This is bad practice for any business idea. Just think it’s worth noting, though, that some companies who have "paved the way" admitted to doing exactly this and have done quite well.
This comment was originally posted on Social Media Explorer
No need to apologize, Liz. When you have a new medium and there are no parameters to base a plan upon, you have to have innovators and risk takers willing to blaze a trail and prove what works. That’s why Southwest Air, Dell and the like get mad props all over the place. It’s not that they did it perfectly, but that they did it at all. They proved the case to the rest of us.
But now that best practices are emerging and smart thinkers in the space of social media are out there, there’s no reason to just dive in anymore. It’s not always going to lead to negative or massive mistakes, etc., but it’s less risky to have a plan in place.
Great point and thanks for making it.
This comment was originally posted on Social Media Explorer
Better to get started and adjust along the way. Sure, you can spin your wheels and waste some time, but it’s better than sitting on the sidelines.
This comment was originally posted on Social Media Explorer
Not sure I would 100% agree or disagree, Wes. There’s certainly merit
to not letting the conversation go on without you but the point of the
post was around effective communications. The more prepared you are,
the more well planned it is, the more effective.
Thanks for the perspective.
This comment was originally posted on Social Media Explorer
I took something else away from this post. Less about social media and more, once again, about the power of story. Our job as marketers is to create stories that resonate and can be retold. That’s what just happened here. Now, we know the Johnnie Walker story, can re-tell it, and (I bet), it’s the kind of thing that makes us feel connected to the brand…which leads to sales.
Notice how they didn’t say "buy our stuff." They just told their story and let it stand on its own.
This comment was originally posted on Social Media Explorer
I think with any new media, you can lead the way and adjust as you learn. However, you do need a plan. It doesn’t take long to realize Social Media is about being relevant to your customers. So, you provide relevant information.
If your results are poor, you adjust based on feedback and research. But determining measurable results should be part of your plan.
With Social Media now, there are so many best practices available you have no excuse. Yet I still see companies start sending out "specials" via Twitter and posting uninteresting :30 TV spots on YouTube.
In this industry, the time for the learning curve is over.
This comment was originally posted on Social Media Explorer
Just to play devil’s advocate here (sorry), quite a few companies on the web (Southwest Air, for one) really did just "dive in" to social media and have been very successful.
I don’t disagree at all, however. I think any good communications initiative (especially a unique one) requires a lot of careful planning. I would never advise anyone to just dive in and learn as they go. This is bad practice for any business idea. Just think it’s worth noting, though, that some companies who have "paved the way" admitted to doing exactly this and have done quite well.
This comment was originally posted on Social Media Explorer
Hi! That’s right good communication takes planning,not only for business but for all work which you just starts you need a good comm. and this thing makes you a big personality which is really written also in holy books also.Not for social media but for all,This story makes the marketer to sell the goods and one of the well informative post which nicely presented and written well also.Thanks for the innovative one.Keep blogging.
This comment was originally posted on Social Media Explorer
Hi! This one is very nice and informative blog which inform the blog,and this is fine one,I have never seen this ever,keep up blogging cont…….Thanks a lot.
This comment was originally posted on Social Media Explorer
This is a great post no matter what type of online presence you are looking for. Having goals and objectives is very necessary to quantify your results and see if your blogging and twittering is paying off. Cool video too, the story was pretty interesting.
This comment was originally posted on Social Media Explorer
This is a great post i have ever seen. I recently came across your blog and have been reading along. I thought I would leave my first comment. I don’t know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.
This comment was originally posted on Social Media Explorer
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