There have been a lot of discussions lately in certain circles on some latest “flavor-of-the-month” business books. And while neither bad nor destructive—as they at least get people thinking--it is fair to say that the downside to such can also be a little dangerous (or at least, sub-optimal).
Slavish adherence to such pop-culture-style tomes can be troublesome—especially as they become a part of the culture of an organization. They are, generally, far too simplistic and usually not based on the actual research or data, but rather on other's interpretations of such. They get one thinking, which is good and a start--but not deep enough. Complex problems (
and most problems are complex, as if the were easy they’d be solved already and would not longer be problems right?) in life and business usually are not solved with cute phraseology, simple ideas, and clichés.
One such example of this is the recent business book “
Blue Ocean Strategy”—which suggests, in simplistic terms, that a business needs to get out of the “Red Ocean” (full of competitors and “blood”) and into the “Blue Ocean” (a unique place for the organization where it can generate above-average return in some nirvana-like state). Sounds great! But it is overly simplistic on a number of levels.
For one example: Because you were "good" once, you may have some unique idea or product or service that gets you into Blue Ocean, and thus you’ll make above-average returns for a period. GREAT! But that will soon disappear—your competitors aren’t stupid (they compete with you after all). THEY WILL FIND SOME WAY TO FOLLOW YOU! Then you’re back into RED (and REALLY RED this time) Ocean.
By thinking just a little more beyond this superficial level, what you really need is not Blue Ocean, but WHAT GOT YOU INTO THE BLUE OCEAN—innovation, re-invention, newness, being ahead of the pack. This is a constantly learning (and evolving) organization. THAT IS WHAT IS REQUIRED--it's an attitude, not a "product"--it's an organization's DNA or style, not a "new thing." Then you not only can you get into "Blue Ocean", but more importantly, YOU CAN STAY THERE. You keep moving the ocean as you move—your competitors can’t keep up.
It is a continually learning (and for that matter unlearning) organization that is the key—continually growing, testing itself, reinventing itself (not afraid of itself) organization that matters, not some trendy new and ultimately arbitrage-able product, or service or idea. It is the ability to CONTINUALLY have such that is the key.
So here’s to Blue Ocean!
Don’t get me started on “The Butterfly Effect…” We can do better than that too—just got to think deeper than a veneer level of thought.
Rock on…