Back to School!

We delivered our oldest son to college on Friday and our high school senior survived (barely) the annual “first day of school picture” in our backyard this morning.  I am busy preparing class  materials for my Fall MBA courses and it feels like summer is officially over regardless of what the meteorological calendar says.

I love “Back to School” time every year.  There’s a palpable level of excitement in the air tinged with just a bit of sadness about the end of vacations, beach reading and weekend barbecues.  It’s also a time where education is (or should be) the focal point in many households as students and parents get ready for homework, tests and projects.  And while we all know that education and learning have no season, our reliance in the U.S. Midwest on an arcane but not unpleasant long summer break (versus year-around school interspersed with shorter breaks in many other regions), makes the return to school all the more dramatic. 

One of the things we often lose as busy working adults is that sense of excitement about learning.  It’s easy to let years and even decades slip by and focus on everything but our own self-development.  Sure, we attend mandated training in our company and possibly even the periodic seminar to earn the Continuing Education Units (CEUs) mandated by our professional certifying organizations.  Unfortunately, neither of those formats creates the exhilarating sense of learning and discovery that we may have had at some time earlier in our lives, but lost along the way to becoming responsible adults.

As a hiring manager for many years and now as a leadership development trainer and consultant, I’ve talked with hundreds of people about their continuing education, and I am always surprised when people struggle to describe anything substantive in this area.  Somewhere earlier in my school career, I remember an educator banging the drum repeatedly that “learning is a life-long process,” and I believed him. 

It’s my observation that the most capable and most successful individuals are constantly seeking knowledge, relentlessly working to expand their skills and often driven by some inner-sense of the need to learn through exposure to new ideas.  If you fit this description, quit reading and get back to what you were doing.  If you have to go back decades to recall the last course you took or the last time you read a book that wasn’t on the fiction best-seller list (nothing wrong with fiction best sellers, but diversity is good), here’s a list of activities to help you rekindle your love of learning and your pursuit of knowledge:

  • Join a local book club (contact your library for ideas) and gain from the perspectives of others and the rigor of having to stay on task with your reading assignments.
  • Start and lead a book club at your place of work—you might even get the company to pay for the books!
  • Spend some time researching the state of the art in education and certifications for your profession.  If you end up feeling hopelessly outdated, it’s time to take the next step and choose a workshop, a certification program or even another degree program.
  • If you hate the idea of physically attending class, investigate on-line opportunities.  The number of programs delivered on-line is growing daily and the flexibility is great for busy people.
  • Consider a program outside your core field of expertise.  In the Chicago-area, Northwestern, University of Chicago and DePaul all have some remarkable humanities and literature programs that are designed for and filled with doctors, lawyers, teachers and professionals from every other possible vocation.  If you don’t want the rigor of a degree investigate certificate options or possibly even just auditing a course.  Individuals that I know that have gone through these courses credit them for helping open their eyes to a whole world of ideas that they didn’t know existed.
  • More reading.  Put down the trade journals for a while and pursue something in the history or biography sections.  It’s remarkable what we learn from studying what others have already gone through.
  • Executive Education can be exhilarating.  I go to Kellogg to recharge and I always leave a program with ideas to help improve my performance and my business.  Exec Ed is big business and big $, but many companies support the initiative.
  • Take advantage of tuition reimbursement dollars from your company.  Most organizations never spend what they’ve budgeted in this area.  You can help solve this problem.
  • Seek out a mentor.  Depending upon where you are at in your career, this can be an enlightening experience. If you are beyond the “seeking” phase, consider becoming a mentor.
  • Teach a class.  A wise person indicated that if you want to learn about something, sign up to teach a class about it. 
  • Volunteer to lead an initiative in the community.  Some of the best leaders and project managers that I know are found on the teams and programs in schools and churches.

The Bottom-Line for Now:

The brain is a lot like the body…use it and it stays fit and ready for action.  Allow it to atrophy and everything becomes a struggle.  You have a remarkable capacity to learn.  Whether you use it or not is up to you. 

The concept of the Learning Organization is well established and widely acknowledged as a requirement for realizing and sustaining success.  Senge described the need to not only create organizations that learn and adapt, but to realize those that become generative and to create their own futures.  Your ability to consistently add value to your organization is in large part related to your active pursuit of new ideas and new ways of looking at the world. 

What’s on your mind today?

Seven Suggestions to Consider When Creating A New Market

If you've ever worked in an organization or on a team that got caught up in the quest to create a new market you know that the experience is all consuming and exhilarating.

While the all-new pure white-space scenario is elusive, a fair number of organizations leverage their deep knowledge of a specific segment, a group of customers or a set of customer challenges to create new offerings that don't fit traditional market definitions or boundaries.  The combination of blazing a new trail and believing that what you have created and what you are espousing will help reshape and transform for the better how something gets done is intoxicating. 

I met the other day with a CEO living through this very situation right now, and from listening to her very real challenges and reflecting on my own experiences on one of these market-creating odysseys, I offer a number of leadership and management suggestions that might prove helpful on your own journey of market creation. 

7 Issues that Should Keep You Awake at Night on Your Way to Creating a Market:

1.  You have to surround yourself with flexible, free-thinking and adaptable people.  Hiring the former BIG CO executive who hasn't lived through what it means to swim without a life raft may not be the best plan in the early phases.  You don't have time to wean people off of big company practices…bring in the professionals that have already been through this process somewhere else.

2.  Listen to yourself and your people talk and read your own propaganda.  If everything that comes out of your mouth is about how great your new product is at the feature/function/capability level, you've got a problem.  If the answer to every business question is something about the unique capabilities and elegant architecture of your revolutionary product, you've got a problem.  If your web site is nothing but more of the above, the problem is real.  The prospective clients that you are seeking as early adopters are motivated by a bigger vision, not by the elegance of your technology.

3.  Markets don't emerge on anyone's schedule.   If you are banking on going from nowhere to critical mass on a short-horizon, you and your investors are likely to be disappointed.  While everyone in awhile markets emerge at remarkable speed, most of them take years and often never emerge.  If your market's emergence is dependent upon people and institutions changing long-standing practices and overcoming deeply embedded approaches, you better be planning for a marathon, not a sprint.    

4.  Back to the message coming from you and your web site.  Like it or not, you are evangelist and educator all at the same time.  If all you do is shout product, you will not appeal to either the hearts or brains of your prospective customers.  Make sure that your people, your web content and the preponderance of your conversation is educational and informative and not pure product propaganda. 

5.  Traditional marketing tactics don't work when you are creating a market.  Give it up and shoot your marketing head if he/she is suggesting advertising, trade shows and direct mail as primary vehicles.  (OK, this one will generate some controversy.  Sorry, I believe that the world has changed and people gather their information and assign trust in very different ways than they used to.  Before flaming me on this topic, read David Meerman Scott's: The New Rules of Marketing and P.R.  and then let's start the debate.)

6.  Traditional selling tactics don't work when you are creating a market.  See also the marketing comment above.  Transactional salespeople and sales approaches need not apply.  Your early focus is on market visionaries willing to take a risk to realize something profound for their business.  Match the value creation resource with the task to fuel the vision.

7.  Map the Influencers and figure out how to appeal to their fundamental need.  Don't know what that is.  It's simple.  Market influencers gain influence by having radical opinions on what's right, what's wrong and what organizations need to do about what's right and what's wrong.  Paint your vision for them, encourage them to develop their own vision and provide them with a soapbox to tell the world.  A good influencer will never back you or your product overtly, but if they see the opportunity to enhance their position by grabbing on to the issues that you are dealing with, they help educate the market.  This type of influence is not purchased with a subscription to an analyst firm or via press releases, it is gained through personal relationships and involving the right individuals in your strategic market and client discussions. 

The bottom-line for now:

The above 7-suggestions barely scratch the surface of what it takes to succeed in helping an organization create, define and profit from a new market.  However, they are important issues that I often do not hear the leaders of these exciting firms thinking and talking about.  Creating a market is a non-routine project, and as a result, non-routine thinking is required every step of the way.  Leave the traditional tactics at home, spend some time thinking beyond the moment and trust your gut that this is really challenging.  Remember, if you are right, you want to harvest what you spent so much time, money and gray matter pioneering.  If not you, the companies right behind you will be happy to benefit from your efforts.