I had posted on a similar topic a couple of years back, but in a different context. It was based on an interaction I had with a participant in a workshop I had conducted then.
Interestingly, I was recently invited by the Goa Business School, Goa University to speak on the same topic. What we were really looking at is succeeding in an environment that is constantly changing and being disrupted. By new technologies like AI, new competitors, new business processes. The question for us was, ‘So what does one do to win?’
I related a story from my own professional life.
In a past assignment, I was managing a Travel & Destination services t company. One of our major customer accounts was the national petroleum development organisation and because of the large business quantum, we had an implant operation with a dedicated team. Our service and response levels were appreciated by the client.
As our contract period was ending, the company released a tender for a subsequent period. Believing the client was happy with us, we submitted our competitive offer in line with what we had done during our last successful bid. When the tender was finalised, we were shocked to know that we had lost. When we asked the client’s commercial team, we were informed that we had not complied with the technical terms of the bid. Going back to the drawing board, we found that in the tender document, there had been a small section requiring development and implementation of a Travel management Services, TMS in short, software as part of the client’s intranet, which we had not responded to.
Soon, we had the opportunity to bid against a tender released by the National Gas Company. We noticed that in this tender document too, there was a requirement of implementing a TMS software. This time we were careful enough to comply with the requirement by indicating our willingness to develop. But we again lost the tender! The winner was a competitor who already possessed a fully developed TMS module and had provided a live demonstration of the same to the client.
We had been disrupted. By a new technology, a new competitor, which together had disrupted our traditional business mode, a model which had worked well all these years. The world had shifted, the business need in the environment had changed and the earlier alignment which our company’s competence set had with the environment, had been lost.
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In 1849, French writer Jean-Baptiste Alphonse Karr wrote, “plus ça change, plus c’est la même chose” which in English translates to “the more things change, the more they stay the same.”
The above perspective is possibly at the heart of why we get disrupted. The human mind loves continuity and certainty. These allow us to make sense of what we see as stuff we are familiar with, which our brain does using mind models based on our past experiences. But what happens when we are faced with something we have never encountered before? Our brains somehow try to force fit these unknown inputs into one of our mind models. Even though we remain unaware, this ‘force fit’ sense making process leads to the observed inputs getting distorted, some parts get amplified while others which do not fit, get discarded. Thus, when we probabilistically try to predict, often we fail and get disrupted.
The disruptive world allows us to reside in a narrow band in the present with a hazy and uncertain future in front and the inability to take recourse of the past. Thus to successfully negotiate we need to shift away from our usual probability-based mindset into a mindset of possibilities.
In the session I showcased certain action steps which would support us to do the shift.
I got around to explaining that the first Action step is to create a context for ourselves within our own domain through using hard trends in three areas viz. Demographics, Regulatory and Technology (DRT Context). The hard trends that we uncover become the framework of the context we are creating. Our context would allow us to view every situation in a particular manner.
At this juncture a participant asked for this step to be shown through a case study or live example. I elaborated using the example of the Aviation Industry.
Demographics: Major customer profile shift is occurring viz. growth of young budget traveller and the elderly. Communication technologies is leading to the decline of Business travel. Climate change is shifting the seasonality of leisure travel. Customer behavior is also changing, with short booking windows—often a week or two with fewer travelers making plans far in advance.
Regulatory: Climate change is leading to increased incidences of air borne diseases requiring changes in booking process e.g. Pre-flight testing, need for registration of previous and past travel etc. Technology is allowing airlines to have seamless connectivity within the travel ecosystem to increase demand + assist governments and regulators in creating worldwide / regional standards for hygiene as well as operations.
Technology: Integrated and contact less handling at the airport regarding access viz. boarding pass issual, traveller identification through eye scans, baggage check-in etc. Seat allotment keeping in mind traveler profile, past medical history etc.
Action Step 2 is about using our above created DRT context to make three lists. List of all that we are certain of, list of things we know, and list of things we can do. If we put in the requisite time to make the lists, new possibilities would start showing up for us, a reflection of our improved competence to shift into a possibility mindset.
Action Step 3 is about further sharpening the saw for possibility mindset creation. We do that by unplugging ourself from our present clutter and challenges, then plugging ourself into the future and then use the ‘hard trend’ context created in Step 1, the 3 lists of being certain, knowing and doing ability in Step 2 to do anticipatory & future back thinking through a structured enquiry.
Action Step 4 is about Relational Assimilation which is identifying and defining groups relevant to our business and optimising the group boundary level interactions to advance our own interests. It thus is all about addressing stakeholder concerns. So, who are these stakeholders? They are wide ranging entities. Starting from the company Owners. Employees, who are the internal stakeholders to Customers, suppliers, our banks and financiers- our external stakeholders. But we also have environmental stakeholders viz. local community, society at large and the Government and regulatory authorities. Each of the stakeholders impact the organisation and ourselves in some way, some directly, others indirectly. To ensure effective relational assimilation, we need to exhibit certain qualities in our interactions.
- Honouring or Integity of our word. Have we ever considered the fact that we are really equal to your word, nothing more , nothing less? We might see ourself as an individual with certain looks, qualifications, competencies etc. But to the outside world, we are perceived as our word. So, what is ‘Honouring our word’? This means keeping our word and as soon as we realize we are not able to do so, we need to inform all effected parties that we cannot keep our word within the time frame indicated earlier, offer a new time frame to do it and declare that we would take care of the consequences if any, of not keeping our word as per the earlier indicated time frame.
Can you see from what I just said that while it is not possible to keep our word under different situations, we can always ensure that we honour our word?
- Being and acting consistent with who you are: This is all about being authentic. Bill George, former CEO, Medtronics and Professor of Leadership at Harvard Business School, concluded, “After years of studying leaders and their traits, I believe that Leadership begins and ends with authenticity.”
So how does one improve one’s own authenticity? Simply put, it is by being authentic about our inauthenticities’. We need to be publicly authentic about our inauthenticity with those around us for whom this inauthenticity matters.
- Listening with no intention, no judgment, no Right or Wrong:. This is called Active Listening. A special kind of listening that we use to allow the speaker to articulate his or her own strongly held positions, views, rationalisations, justifications and unexamined beliefs. When we engage in active listening, we do it without colouring our own mind with our own intention, own judgments and our own views about what is being said being right or wrong. You could start with practicing active listening once a day and then slowly increasing the number till the trait becomes part of you.
As you make Integrity, Authenticity and Active Listening part of your repertoire for dealing with your stakeholders, you will see the significant upswing in empathy, respect and trust in your dealings. Action 4 is thus the catalyzing agent to ensure the achievement of the action steps you had created based on the first 3 actions.
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In the ultimate analysis, Winning in a disruptive world is all about that ability to See, Comprehend & therefore Interact with life (and situation) differently than most people do. ‘Winners of a disruptive world SEE….and come to live in a different world.
In Learning….. Shakti Ghosal
