In the current economic correction/downturn/recession, I see an alarming trend. The biggest organizations seem to be the most effected – GM, CitiGroup, Bank of America. Something I’ve noticed is that bigger organizations seem the most disconnected, both from their customers and from themselves. All the layers and functional roles seem to cloud people’s thinking and judgement. Many are afraid of losing their job, so they’re thrashing about trying to implement SOMETHING, rather than the RIGHT thing. You even see it in government – witness the NYC/Air Force One debacle this week. Did we REALLY need to spend $328,000 for a new photo? Really? And maybe someone should have stopped to think that perhaps it was going to trigger panic in Manhattan?
But what to do about it? Think small. Another trend I’ve seen is that I have many clients in the Small/Medium Business (SMB) segment who are doing quite well. They’re not caught up in the panic, and they spend their time thinking about how they can serve unmet needs in unique ways. With segmentation, any business can be an SMB. I work with a division of a Fortune 100 company who has chosen to not get embroiled in the politics of the parent and focus on their marketspace. The result? Last year they set a 10-year sales record.