Only the unreasonably ambitious will drive growth
Times are tough. In a world where delivering results is getting harder it seems good old-fashioned strategic thinking might be the key to growth. Make no mistake, this is no time to be thinking average.
Key points:
- A report from Boston Consulting Group (BCG) points out it’s a very bad time for businesses to be average. Its analysis shows exceptional thinking that challenges conventional wisdom provides a pathway for business growth today.
- According to the report, it’s important to understand what exceptional looks like in 2019. To be exceptional, businesses need to use strategic thinking to build ‘unreasonable ambitions’.
- The report suggests traditional thinking and tactics aren’t fit for purpose anymore and, if you’re relying on them as a marketer, it’s likely your business is destined to perform poorly.
As Australians feel the economic pinch, loyal consumers shift, challengers disrupt legacy industries and it becomes harder and harder get a prospective buyer’s attention. It’s a really bad time to be average. And averageness starts with poor strategic thinking.
But as Boston Consulting Group (BCG) points out, strategy has never been about averages. It’s always been about being exceptional.
So how can brands with shrinking budgets and increasing pressure to deliver dividends to shareholders be exceptional? The best way is to think about your options – really, really take the time to think about absolutely all your options – choose where to focus and become exceptional at it.
BCG reckons a good place to start is ‘unreasonable ambitions’. These used to be called Big Hairy Goals but I have to admit ‘unreasonable ambition’ has a much sassier, civilised and sophisticated ring to it. So I’m going with it.
Unreasonable ambition resonates with me because my job is all about driving growth, like most marketers, agencies and media owners. Growth doesn’t come from being average or having average goals. It comes from unreasonable ambition.
