Posts Tagged ‘Resilience’

How to Reinvent in a Dying Industry

October 21, 2009

I once read a very astute marketing consultant’s opinion of the newspaper industry.  He concluded that it was a “dying industry” and commented that “not since the town crier deliveNewspaperred the news” had he seen an industry truly facing extinction.  I agree that the industry is facing extinction… but ONLY if they don’t do something NOW to become as indispensable and relevant as they were in their industry “prime”.  And to be sure, the newspaper industry doesn’t stand alone in their need for reinvention and relevance.

While the dinosaurs may not have been able to escape their own extinction, today’s organizations are run by people… individuals who were created with the ability to reason, to create, and to navigate obstacles…. Individuals whose potential will never go “extinct”.
If you are leading an organization, association, business or INDUSTRY that looks with “dread” towards the future, I encourage you to do three things:
1) ACKNOWLEDGE REALITY.   Acknowledge (in detail and specifics) the top three challenges you are facing – no matter how daunting they appear.
2) ASK THE RIGHT QUESTION.  Ask yourself this one question, and spend some time journaling (if alone) or brainstorming (if in a group): Given what we are up against, what do we want to CREATE?
3) CULTIVATE SUPERIOR FOCUS.  Focus, when strategically applied to an (even daunting) obstacle, has the power to penetrate and expose.  FOCUS on HOW you can achieve RELEVANCE and be viewed as an INDISPENSABLE resource to the customers or clients you serve.  What specifically can you do?
Finally, ponder the word “REINVENTION” and set out to create something brand new.  If you (and your team) limit your focus to “reasonable” or “realistic” improvements in your current circumstance, you will stifle your ability to make a profound difference.  So DREAM BIG, but commit to ACTING SMALL.
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