Steps to Becoming a Disciplined Disruptor: Innovation

Some companies lose themselves in trying to grow too quickly. In the fight to get ahead, they forget where they came from – the core tenets that made them unique, and gave them the ability to compete and win.

This can be particularly true for start-up executives, who often find challenges in discovering their company’s true advantage. As they attempt to grow, they sometimes have a tendency to want to branch out beyond that advantage. In many cases, this approach to growth lacks discipline and does not take into account what actually makes their company special – its offerings, yes, but also its core philosophies. If this is the case, the growth process can lead down uncertain paths that include the creation of disparate product offerings, unhappy employees, and disenchanted customers and a lack of competitive advantage.

The business landscape is littered with large and small companies that started doing one thing and then got distracted by bright, shiny objects – the concept of “Hey, wait a minute – if we can do THIS, then certainly we can do THAT, too!” Startups will often try to reach beyond core capabilities, but, unfortunately, in far too many cases this means diluting the focus that initially made the business great, to the point where mediocrity reigns across the board.

Then, there are organizations like Atlassian, a Sydney-based software company. Its website describes the corporate culture and make-up as “geeks, beer drinkers, nerf herders, fraggers and Wolverine-wannabes.” And that could very well be. But Atlassian is also very, very good at creating issue tracking and collaboration software. That’s the company’s focus, and it’s committed to doing it well. It’s why Atlassian has grown from a handful of employees in 2002 to more than 400 today.

There are, of course, examples of larger companies that have done well by applying a laser-like focus and disciplined approach. Over the past five years, Apple has been extremely focused on delivering quality content through the iPad, iPhone and more. Its M.O. is to deliver attractive, cool devices that are fast and user-friendly. While its primary rival Google is intent on offering many services and products in a multitude of areas, getting further away from its core service offering (search), Apple seems content to provide a singular, focused experience. Needless to say, the approach has worked well for the company.

Contrast that with companies like Research in Motion (RIM) or, going back even further, Digital Equipment Corporation (DEC). RIM’s troubles within the mobile space have been well documented, but they stem from one common mistake made by many companies: not listening to the customer base. At one point in time, RIM was an innovator; it provided businesspeople with communications devices the likes of which had never been seen before. But when customers declared they wanted a better browsing experience and applications, RIM balked and stubbornly refused to provide either. The company moved away from a core aspect of its business – providing innovative mobile devices – and have since stagnated.

DEC’s an even more cogent example of a company that had everything yet lost its way. DEC started off by focusing on the microcomputer market, eventually growing into one of the biggest technology organizations on the planet. But the company strayed from its roots, incorporating new and varied products, different distribution models, and more, to the point where DEC became a behemoth without focus, one that could not support its own weight. Slowly, the company that once proudly announced that it had never undergone a layoff began breaking apart until, in 1998, the remaining assets were sold to Compaq – a sad end to a once-promising company’s epic decline.

But for every DEC, there is a Red Hat. For every RIM, there is a SalesForce.com. And for every startup’s inspiration, there is an Atlassian and others like it. All of these organizations have successfully found the sweet spot between growth, discipline, and differentiation by not only identifying and honoring uniqueness, but by also keeping customers happy.

The good news is that discipline is an attitude that can be fine-tuned and adopted.

Kevin B. Thompson

Kevin B. Thompson is president and CEO of SolarWinds (NYSE: SWI), a provider of IT management software. He has served in that role since March 2010. Prior to that, Mr. Thompson was the company’s COO, as well as CFO and treasurer. He has also held positions at SAS Institute and Red Hat,, and serves on the board of directors of NetSuite.

via chiefexecutive.net

 

Why JC Penney's 'Fair and square' pricing doesn't work. We like being shafted!: Bob Sullivan

Photo courtesy Business Insider

You might have seen recently that iconic retailer JC Penney is slumping badly. You almost certainly have seen the reason why: A massive, creative and aggressive new advertising and pricing campaign that promises simplified prices.

No more coupons or confusing multiple markdowns. No more 600 sales a year. No more deceptive circulars full of sneaky fine print. Heck, the store even did away with the 99 cents on the end of most price tags.  Just honest, clear prices.

Sounds like a sales pitch aimed at consumer advocates and collectors of fine print frustration, like me. As it turned out, it was a sales pitch that only a consumer advocate could love.

Shoppers hated it.

The campaign, which launched on Feb. 1, appears to be a disaster. Revenue dropped 20 percent for the first quarter compared to last year. Customer traffic fell 10 percent. Last year, the company made $64 million in the first quarter; this year, it lost $163 million.

Could we have a moment of silence please for what might be the last heartbeat of honest price tags?

Not only did Penney’s plain pricing structure fail to attract fair-minded shoppers –   business reporters wrote with seeming glee during the past few days that it “repelled” them.

Don't blame Ellen DeGeneres, the spokeswoman for the Penney’s plain pricing campaign. If only executives at the firm were familiar with the work of behavioral economist Xavier Gabaix and the concept of "shrouding," all of this could have been avoided.

Seven years ago, Gabaix and co-author David Laibson wrote a brilliant (if depressing) paper on shrouding and "information suppression" that should be required reading for all consumers and executives considering a harebrained new pricing strategy. The principle is simple, and shows why cheating is rampant in our markets and why honesty is rarely the best policy.

First, a definition of shrouding:

In days gone by, price tags were simple. An apple cost 10 cents.  A cup of coffee cost $1. But today, the consumer marketplace is far more complicated, giving sellers the opportunity to create confusion. Many items have follow-up costs that make the original price tag meaningless. 

Computer printers are the classic example. You might get a great deal on a printer, but if the ink is expensive, you lose in the end. In fact, Gabaix argues that it's impossible for consumers to intelligently shop for printers. No consumer knows how much ink costs -- the cartridges don't come in standard sizes, the amount of ink used to print varies and ink costs are unpredictable. That makes the true price of a printer "shrouded," in Gabaix's terminology. Not quite hidden, but not quite clear, either.  Advantage seller. It's easy for printer companies to lowball printer price tags and overcharge for ink, enabling them to print money.

If you think about it, shrouded price tags are everywhere. The hotel website might say "$99 a night" but you know the bill will be more like $120 or $130. Pay TV companies promise $30-a-month service, which ends up costing more like $50. And what happens when you buy a TV with a store credit card that offers an upfront discount but a complex interest charge? And so it goes.

Consumers complain about this constantly. That's the basis of the Red Tape Chronicles in fact. At its best, the maddening mixture of coupons, rebates, sales and fine print fees can feel like a game. At worst, it's being cheated. You'd think shoppers would love a chance to buy from a store that doesn't play these games, the way car buyers (allegedly) like shopping at no-haggle auto dealerships.

They don’t, says Gabaix, and Penney should have known better.

“I think it was an ill-advised move,” he said. 

All this price manipulation is really an information war, he says. Shoppers hunt for the tricks that let them save money. Stores hide booby traps that let them take money. It's a bad system, one I've labeled "Gotcha Capitalism." But it is the system we have now.

And it's simply impossible, Gabaix argues, to be the one company that attempts to bridge this information gap.  If a firm tries to educate consumers on tricks and traps, and tries to offer an honest product, a funny thing happens: Consumers say, "Thank you for the tips," and go back to the tricky companies, where they exploit the new knowledge to get cheaper prices, leaving the "honest" firm in the dust.

“Once you educate consumers on the right way to shop, they will seek out the lowest cost store, and that will be the one with the shrouded prices,” he said. “Once they are savvier consumers, you make less money from them.”

Gabaix calls this the "curse of debiasing." And it leads to this depressing conclusion: "Shrouding is the more profitable strategy."

To oversimplify for a moment, here's Penney's problem. They told the world that retailers only offer their best prices during crazy sales, and Penney stores would no longer host them. Sensible consumers apparently took that information to heart and decided to simply wait for such sales at other stores. As an added benefit, Penney lowered consumers' search costs, because they now knew they didn't need to bother driving to a Penney’s store anymore.

That's probably not what new Penney CEO Ron Johnson had in mind when he decided to spend his marketing budget on those witty DeGeneres ads. A former Apple Inc. executive who took the Penney’s job in November, he thought he was lifting the store out of the brutal commodity clothing market. He may ultimately succeed at that. But he won't do it by telling customers the firm's pricing is fairer than at other stores, Gabaix believes.

"It will be a very, very uphill battle," Gabaix said. "So, sorry for them."

There have been a few other celebrated efforts by companies to educate consumers that their higher prices are really lower prices after hidden fees. During the last decade, Intercontinental Hotels experimented with up-front pricing that included all fees on its website. Executives at the firm told the New York Times that customers left in droves, choosing competitors with lowball prices. 

More recently, Southwest Airlines has undertaken the most aggressive anti-shrouding campaign to date, picking on other airlines' baggage fees. The profitable carrier is holding its own with its "Bags Fly Free" campaign, but there are indications that the firm won't be able to resist all that free money forever. In what may be a sign of things to come, Southwest elected to leave AirTran's baggage fee structure in place after it acquired the competitor last year. 

Shrouding isn't the only reason Penney's pricing plan is flawed. The firm is also leaving a lot of money on the table by rejecting a phenomenon known as "price discrimination." Some people have more money than time, and some have more time than money.  Some shoppers don't mind spending hours to save $20; others would gladly give a store $20 to escape quickly. Smart retailers get money from both. By killing couponing, Penney has eliminated its ability to satisfy price discriminators.

And as others have pointed out, markdowns serve the age-old retailing trick of "anchoring." For some reason, even very smart consumers feel better paying $60 for something if you initially tell them it costs $100, and then reduce the price.

But the real problem is Penney's ill-fated attempt to cast itself as the only fair poker player in a game of cheats. Shoppers just aren't buying it. However unsophisticated consumers are, very few of them believe a pair of shoes bought at Penney's everyday low price will be cheaper than a pair of shoes bought at Macy's on clearance with a 25 percent off coupon.

Like it or not, hidden fees – and secret discounts – are here to stay. via redtape.msnbc.msn.com 

 

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Being Happy Can be The Hardest Part of Living

Life is unbelievably difficult. We all struggle with self confidence.

We struggle hard to make the grade. And yet, fall short. Finding our footing can take a long time. 

For most of my life I attempted in vain to make something meaningful of myself. I failed to keep a job or relationship. My family and friends would say I was disaster prone. One church member proclaimed, “If Jim Woods didn’t have bad luck he wouldn’t have any luck at all.” What he failed to understand was, I didn’t need luck ……. I needed a friend. 

Keeping our self image whole as we caution our children is hard in the face of unrelenting pressures to be successful in a way that may not coincide with our internal beliefs. 

The key to my self image at a time when it seemed I had little was: 

Refusing to define myself in a mold created by circumstances or anyone else.

Not giving in to challenges.

Persistence

Recognizing I had a story I alone must tell

Using my challenges to inspire others.

Everyone has greatness in them

Your time table is different.

We are unique.

Gifts must be shared to be appreciated.

Never to dismiss a thought as a possibility with “I can’t do that.”   

I began to see thoughts as God’s way of answering my prayers. Moving confidently in a very different place mentally by moving one foot in front of the other until one day I was at my destination. The ability to keep going became causal to my personal and professional life despite obstacles. 

When I see how others fail because they second guess their worth it hurts me.  I know if they were speaking to their children their advice would be: 

“Try a different way. You can do it.” “I believe in you.” 

One of my favorite quotes when speaking is by Theodore Herzl, “If you will it, it is no dream.” Jim