Logical Developments … well maybe not!

If you are looking to develop your business and call in outside help, you are likely to be told to:

  • Be clear about where you are trying to go [some form of vision or mission statement]
  • Analyse what is going on in the market / world [STEP and market analysis]
  • Examine your strengths and weaknesses [SWOT or resource analysis]
  • Produce a plan to help you get there

Different advisors will use different jargon for each of these stages but they all mean the same thing – a logical analysis of the situation, a logical assessment of your capability to compete and a logical plan for moving forward. A very logical approach.

Usually, this is sound advice, particularly  if you want to improve gradually and it is certainly better than not doing any analysis but… there is a hidden danger.

if it is logical to you, it will be logical to everyone else!

and that will make it easy to copy and hard for you to differentiate yourself.

To make a step change in your performance and open up new possibilities, you sometimes need to think differently, look at the market differently and act illogically.

Aircraft landing at Nice - Cote d'Azur

(c) Jim Yates 2011

Think about Stelios and EasyJet for example: He didn’t say… “how can I make air travel a bit cheaper?” – “He thought ..”If I can make it as cheap to fly from Liverpool to Malaga as it is to get a train from Liverpool to Edinburgh – enough people will go to Malaga for the weekend to make it profitable!” [You can insert your own choice of cities – the idea’s the same!] By doing this, he created a profitable niche in a very challenging market [and acquired a lot of imitators over time!]

It may sound logical once you get to the idea but you wouldn’t get there by logical, analytical thought processes. You might be able to construct a logic for how you got there by working backwards but you’d never get there in a logical linear fashion.

So how can you look at your product, service, market from a different angle and come up with an offering that excites new groups of customers?

Do you have the skills to help your team to come up with radical, illogical answers?

How can you encourage new ideas and more importantly stop crushing them?

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