The Elastic Enterprise: Strategy for Flexibility

- July 31, 2012

Strategic Tuesday/Process

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing.  Today is Strategic Tuesday and we’re continuing our discussion related to The Elastic Enterprise and ensuring your business is flexible to deal with change and to grow during any kind of economic environment.

After looking at Apple, Amazon, Google, GE, Caterpillar, Deere and many other companies Nick Vitalari and Hayden Shaughnessy determined numerous concepts that identify an elastic enterprise.  I’m not going to go into detail; however, I thought you’d like to hear what some of them are called.  There was radical adjacency, mass differentiation, the new scale economics, sapient leadership, which I mentioned yesterday and active strategy.

Then they determined five dynamics of the elastic enterprise.  The point I am making is that all of these elements together create an elastic enterprise and it is really all about being receptive to change and being flexible to accommodate that change throughout your organization.

After reviewing the book The Elastic Enterprise there are many things for you to consider strategically to assess if you are able to take the elastic journey towards being a flexible enterprise.  One, are you and management receptive to change?  If not, that is something to work on.  Second, are the people within your organization receptive to change?  Third, can you scale up and down as needed based on what is happening with respect to the economy, the world, your competition, etc.  Four, are you using technologies, and there are lots of them out there which we’ve talked a lot about on Digital Friday’s.  Lastly, are you creating partnerships both with people within your industry and also your customers?  Those are things to consider strategically as you take this journey.

We all want to be a Google or an Apple or an Amazon.  The book The Elastic Enterprise looks at what they are doing and why they are the kinds of companies they are today.  I recommend that you seek out the book and evaluate if you are able to implement any of the points in your business and move toward being more flexible or more elastic.

That concludes Strategic Tuesday.  Join us tomorrow for Action Wednesday.  To discuss an online or face to face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or  I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.