A very smart colleague of mine (Diane Feldman from Gap International) and I were having a conversation about what makes companies successful. As we continued our discussion, we came up with a metaphor that seemed to be perfect in describing what it takes to be a high performing organization.
An automobile on a journey.
Think of an automobile as a company with the CEO/President as the driver. There are two major components to this metaphor. (1) the physical auto itself and (2) the destination and how to get there.
The physical car is the company itself. The tires are like sales people or the sales process. It they are getting good traction, you can go faster or slower without regard to the weather conditions. The gas tank is your product. No matter what you sell or provide, having a full gas tank (good products and services) keeps you going. I like to think of the engine as the people that deliver your products and services. If it is finely tuned and working in unison, you have all the power you need to move forward. Finally, last but not least, you have the structure and shell. This is all the support services of the organization. Purchasing, accounting, finance, etc.
The destination and how to get there and is the more amorphous of the two. The CEO needs to have a vision of where the company is going and how it is going to get there. Sometimes this is explained in the vision statement or the companies goals and these are reasons why they are good to have. But it goes beyond that. By defining the market, the opportunities, the threats (yes, SWOT analysis), it is easier to figure out what where you are going. Metrics and research are your guideposts and road signs. Your GPS is a way to see how others would get to your destination, but may not be the best route (traffic, congestion, road work aka, competitors, saturation, and legal issues).
The examples are plentiful but the example explains itself. If you have a really strong car (company) and you know all of its parts are ship shape, but you have no firm direction or vision, then you are not really going anywhere.
If however you know the market perfectly, have your strategy all laid out, your path chosen with all the landmarks laid out, but you do not have the car (company) internals in line, then it will be a very rough ride. Blow a tire, battery dies, run out of gas, lose a key employee, etc.
I have known both types of CEO’s. One CEO I know one who is brilliant. He came into a company and within a month had the entire vision, direction, path, and obstacles laid out for a highly successful company. What he forgot was the car to get him there had parts from three different makes put together, one tire missing, and the timing of the engine was so off, that the pistons were pushing against each other (sound familiar). The CEO failed.
I knew a terrific CFO that was promoted to CEO. Within a month, she had the company humming. Each department worked together perfectly, the car was in tune and polished, everyone liked it. But when the CEO was at industry conferences or approached by the media, she never talked about the future, just how well her company ran. Within a year, sales had declined and then the company started losing people because of a lack of business. The CEO could never understand with a well run car/company, how you could not succeed.
So, the moral of this story is simple. Unless you have a good running car (company) and have the destination and directions (vision and focus), you can never be a high performing CEO.
Diane Feldman works for GAP International, whose work ranges from enterprise-wide breakthrough growth and organizational change management initiatives to transformational leadership growth and leadership development programs. For more information, see http://www.gapinternational.com/.
Donald Noble, well, you know who I am by now.