Recent events (MANY recent events) have led me to wonder something… why do we set our sights low? Let me break this down a little bit.
THE BACKGROUND:
For years now I have been hearing about how sad ‘my generation’ is. “They have a poor work ethic”, “they are not loyal”, “they think they are entitled to everything”, “they have no respect for private information”, and I could go on. Yet everyone is my ‘MySpace’ generation seems frustrated too. My parents’ generation was going change things right (at least that was what they tried to tell everyone in the 60s)… no more wars, stick it to the man, etc. but they did nothing really (no offense). We still have wars, we still have preventable disease, our environment has gotten worse, we still have corporate greed, and on, and on, and on.
THE FOREGROUND:
I feel like I fight this in Corporate America now every day. Worse, I feel like I am going to have to get really aggressive before I get anywhere. In the last few years I sat and watched as Ernst & Young played “zero-sum games” with our competitors (we offered a crappy, low-value suite of services and made up for it through larger “growth” pushes and cutting prices) leading me to swear I would not engage in zero-sum games with competitors ever again. Yet, where I find myself right now in our new business trying to “make our name in the market” is doing exactly the same thing… undercutting price, really “selling”, etc.
THE POINT:
Why the hell does all of this continue to progress in this manner? Let me explain why I think it does… all the generations ahead of mine (and when I say ahead of mine, I literally mean anyone older than 25… which is funny because I am 26) aren’t ready to accelerate into the future, no offense. My generation isn’t lazy or disrespecting of company privacy or any of the rest…. We are all just ready to work TOGETHER to accelerate business and economies into the future. Instead of me at E&Y hiding things from “my competitor” at PWC; my college buddy who works at PWC and I are connected on LinkedIn and Facebook and are sharing experiences to lead to smarter conclusions and decisions thus making BOTH of our organizations better.
BUT THE OLD GUYS DON’T GET IT! Everyone older than me is just sure we have to “compete” and treat other firms like they are from some other planet. Here is the deal. I can’t help but wonder why Generation X and The Baby Boomers are often so anti-innovation. When certain kinds of services and products are becoming commoditized and starting to look like a zero-sum game, instead of increasing sales efforts and cutting prices… why don’t we innovate, grab the business/industry by the balls, and turn it on its head? And if we can’t, realize that business changed, what we do is not viable, and learn to do something else.
So, I am currently wondering why our team is fighting this crazy trend of getting a piece of commoditized work.
QUESTION: Why do we care about it? ANSWER: Not sure, guess because we have to start somewhere.
QUESTION: Are big companies actually better or more important clients than very small ones? ANSWER: Not sure again, yet we FIGHT for work at Denver’s big, public companies to really make no more money on an hourly basis than we do when we provide really great services to very small “Loveland-type” (for those that don’t know me - small, home-owned type) businesses. The reason is because we deliver a borderline commodity service to very big companies, yet we offer a borderline transformational service to very small companies.
QUESTION: When we cut prices and increase sales are we really putting the customer at the center of our business? ANSWER: I don’t think so. If a customer is really pushing to reduce prices, shouldn’t we help them get what they want? It seems like the thing to do is totally change approach and build the service specifically around cutting price… don’t just cut margin, automate, innovate, and get ahead of the market.
WHAT NEXT:
I’m going to work. Time to put the customer at the center of what we do and rethink our strategy on a few things. Time to abandon this idea of playing defense with pricing and play some serious offense. I think it is so easy to fall into thinking you can’t do certain things but you can. That’s what being an entrepreneur is all about. Instead of selling a service that used to cost $125,000 for $100,000 with a smaller margin (say $10,000) in order to meet the customer in the middle on their desire to reduce costs, why not think about how to do it smarter with software and automation, build the product to do it, and sell it for $50,000 with a $25,000 margin? The zero-sum game ends, customer and provider win, and the economy benefits from innovative thinking. BUT… you have to set your sights higher to accomplish that. Hat is the quote that comes to mind… “Shoot for the moon. Even if you miss you will land among the stars”. So come on old guys, lets set our sights higher and change business forever.















