Learning from failure - the competitive advantage of Silicon Valley
Sooner or later all good things come to an end. Winners stumble, the mighty are fallen. People are at the top of their game for only so long. Companies that are the biggest, bestest, fastest growing one year are in the toilet the next.
Literature is filled with stories that teach this lesson. Shakespearean tragedies like Lear and Macbeth detail the challenges faced by those in positions of power.
In contrast, the message of the motivational speakers and books in the modern business world teach how to win, win, win. It’s all upside, baby. They ignore, or minimize, the downside.
So it is refreshing to read Stall Points: Most Companies Stop Growing–Yours Doesn’t Have To by Matthew Olsen and Derek van Bever. This book examines the fundamental reasons why revenue growth often stalls in successful companies. They identify four main reasons:
1. “Premium position captivity” - when a market leader fails to respond to a low-cost competitor.
2. “Innovation Management Breakdown” - where new product development fails to deliver an ROI.
3. “Premature core abandonment” - where growth opportunities in the core franchise are not exploited or new competitive challenges are ignored.
4. “Talent bench shortfall” - where a company withers due to a lack of leaders and staff able to execute strategy.
It’s interesting to review the history Silicon Valley companies and spot candidates for each of these mistakes. I would suggest that, in turn, we can see Sun Microsystems’s failure to anticipate the effect of Linux (#1); Xerox PARC’s famous inability to capitalize on everything from the mouse to the GUI (#2); MicroPro’s failure to hold on to the WordStar franchise in the 1980’s (#3); HP’s decision to go outside the company for the last two CEO’s (#4). In the latter case it can be argued that the stall resulting from the actions of the first candidate has been amply rectified by the actions of the second. The company Board learned from their mistakes.
(Full disclosure: I have not worked for Xerox PARC; at the others I had a ringside seat.)
What’s fascinating to consider are some of Olsen & van Bever’s prescriptions to avoid these all-to-common errors. These include:
- Being willing to review “belief’s that are so obvious and accepted that it is no longer politic to debate them.” Something most business cultures are loath to do.
- Writing a “pre-mortem analysis” - a newspaper account five years in the future describing why the company succeeded, and another account detailing why it failed. Not a prescribed activity by the power-of-positive-thinking brigade.
- Setting up a high-level “Shadow Cabinet” to discuss alternatives to current strategy and look for red flag indicators.
These are challenging ideas. One wonders if the mainstream American attitude of winning at all costs can stomach the process. In many organizations it’s considered career suicide to point out when the Emperor has no clothes. Think the DoD and Department of State. Likewise, East Coast financial institutions at the core of the current credit market melt-down seemed to lack anyone with this ability. They don’t hand out no stinkin’ bonus packages down on Wall Street for pointing out how things could go pear shaped. But at least they have the option to short the future and make a dime in the process.
Fortunately, it’s more in the nature of Silicon Valley to encourage and reward disruptive innovation. Out here, companies don’t stall as much as crash and burn. Out of the ashes, new ones are built. In the current wave of consolidations around the high-tech landscape there’s plenty of people making a good living catching the guys who are in stall mode and revving up the engines. In doing this, they often implement many of the solutions Olsen and van Bever proscribe: reviewing core assumptions; testing alternatives; scenario planning; zero-sum budgeting.
Driven by the relentless pace of technological change, business models learn from failure and reinvent. This is the competitive advantage of Silicon Valley.
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