In the famous words of Peter Drucker, “Culture eats strategy
for lunch, every time.” Yes, of course, strategy is important to win in this
highly complex, ever changing, unpredictable market place. For many CEOs, however, strategy is not just
an important thing, it’s the ONLY thing. Their primary focus is a business strategy, smartly
derived from intricate algorithms and profound fact based analysis, that will
(hopefully) lead to the promised land of double-digit growth, higher valuations
and sumptuous margins. Sound familiar?
At RWG, we believe there is another critical, and elastic,
aspect of the success equation. An often forgotten “X Factor” and the most
unpredictable variable in the formula: The PEOPLE. The talented individuals in your company who
will, if inspired, delight and surprise you.
Think for a moment and be honest with yourself. In your company, is
there enough emphasis placed on creating a culture that encourages people to conceive
and germinate the ideas that will delight your customer, consumer or client? Are your people inspired to think big and
contribute greatness, even if no one is specifically assigning them the “task”
of doing so?
All too often our enterprises are filled with unengaged, unfulfilled
humankind where no great strategy, no matter how well envisioned, can take
root.
We argue that the Strategy + Culture equation is unbalanced
in many companies and needs an adjustment. The path to success should rely less
on the minds of analysts and number crunchers and more on the hearts of the employees
who are the everyday drum beat of the future. The heart must be nurtured, its
spirit cultivated. It must be handled and finessed with the same care and energy
given to the creation of your great strategy.
This is not soft talk here. This is hard fact. A company that creates and
encourages an innovative culture that unleashes the creative spirit, enables
risk taking, and supports career development will be a ripe environment for
those smart strategies to take hold.
The evidence is there. Look at Fortune magazine’s “World’s
Most Admired Companies.” Is the emphasis on a strategic plan or is the emphasis
on talent cultivation? Consider Southwest Airlines, the most consistently profitable
airline on the planet. Where is the emphasis?
They get it. If you take care of your people, the profits will follow.
And guess what? You will attract the
best and brightest to join you. It’s a virtuous circle.
Next time you sit down to generate the next big strategic
vision, start with the right equation. Think about the culture and environment
you are accountable for. Take your head out of the numbers for a moment and
listen to the hearts of the people. Are they ready, willing and inspired to
climb that strategic mountain with you? Do they understand where you are taking
them, and do they have a voice in the direction? Have they been unleashed to
help take your ideas to even higher levels? Do they BELIEVE they work for a
great company that can do great things?
Put your heart into it…and think about it.
