Thanks to you all for checking out the next installment in our look at how to apply principles of greatness to the world of CAD and Design. For anyone just joining the conversation you may want to review the previous "Good and Great" postings available in the archive.
As many of you know this is a look at the principals discussed in the book "Good to Great" by Jim Collins. We have already discussed the first main point of Disciplined People broken down into two parts; Level 5 Leadership and First Who Then What.
Pages upon pages could be written about this information alone. (Indeed many pages have been written already. Just read the book.) However I think it is time to move our discussion along to the next discipline.
Disciplined Thought is about approaching the issues and difficulties that we face from day to day with the most logical and clear mind that we can manage, and recognizing that things may not be as we want to see them.
I know the old saying, "Hope springs eternal." But why do I as business man hold on to the idea that what has worked for me in the past will continue to work indefinitely.
As I was reading, the story of A&P vs. Kroger stuck me as a remarkable contrast in perspectives. So I will try and share the meat of the story without taking too much time or leaving too much out.
A&P vs. Kroger
It would be hard to find a more drastic example of fortune reversals than this pair. At the beginning of the comparison period A&P was the largest retail organization in the United States and second only to General Motors in total sales.
Kroger was a little know grocery chain, that was hardly a competing company for A&P.
Where are they both now? Not many of my generation even know what an A&P store is, while Kroger is now a major grocery chain in the nation reaching from coast to coast.
How can such a reversal be explained? Lets take a look at the facts of the matter.
In a country that had just been through two World Wars and a recession where rationing and thrift became a way of life, it is natural that people would gravitate to a spartan store with limited selections but low prices. Thus A&P had the best business model for the time. Many small neighborhood stores, with low overheads and razor thin profit margins. Kroger at this time had the same business model but within a much smaller region.
Then in the latter half of the 20th century the culture changed. Americans became much more affluent and started to look for a store where they could have more choices, get a flu shot, then rent a movie, or choose between 100 flavors of coffee. They wanted a super store with high quality items and they didn't mind paying for it.
Both A&P and Kroger performed the research and testing to see this change coming. However only one chose to embrace the brutal fact that times had changed and the customers wanted something other than what they had to offer.
Kroger recognized the change for what it was. A paradigm shift in the way their patrons shopped and what they were looking for. A&P having the exact same information embarked on a crusade to convince the public that what it already had in place was what they REALLY wanted. The same facts two different reactions.
Kroger embarked on a mission to build new stores and revise fully 100% of their market presence. Building new super stores wherever their research told them that they could attain either 1st or 2nd place in sales. If they could not beat the rest of the competition, they pulled out and conserved their resources, to secure or establish new locations.
A&P lowered prices to try and draw the business in. Lower prices led to lower margins. Lower margins led to cost cutting across the board which led to the stores being even more spartan, less clean, having fewer selections, and thus becoming less appealing to the populace that was changing around them. A tragic downward spiral began. The stores eventually became so unclean that one of the A&P executives interviewed by the "Good to Great" research team made this comment.
"We didn't just have dirt. We had dirty dirt!"
A&P, Great Atlantic & Pacific Tea Company, Inc. is still around, but I have lived, worked, and traveled all over the U.S.. and have never been into one of their stores nor have I even seen one. I can name several Kroger stores in nearly every place that I have lived and visited. In fact, I shop regularly at the one just down the street from my house.
Do not get the idea that this is a case of one organization simply not seeing the trend and another one that did. Neither luck nor a lack of information are factors here. Both possessed the same information and recognized the same trends. One made the decision to confront that information and change while the other closed it's eyes and trudged on.
We may not be in a position to set policy and choose strategic objectives for our companies. However, that does not mean that we get to close our eyes and follow blindly. Nor does it mean that we have the luxury to ignore facts about existing customers and the industries that we work in. Quite the contrary actually.
As a persons aspiring to be Level 5 Leaders within our spheres of influence, and the constant source of feedback for our companies, we must face the brutal fact of what our clients wants on a daily basis. Then seek to fill that need within the framework of the existing organizations. If that means developing new tools or techniques then the best attempt must be made.
If we are unable to achieve this goal by means available within the existing structure, then we must be vocal until we are heard.
To remain silent for our own convenience is to forsake discipline in the pursuit of excellence, denying the greatness that we seek.
So often we as drafters and engineers loose the perspective that we are the touch-point between client and employer. If we are not telling our employers what the customer really wants, how can they know.
If they will not listen to me, then perhaps I need to enlist a few other highly capable people in my cause. Adding voices to the cry for change, until the fact can no longer be ignored.
Facing the brutal facts is about living in the real world and seeing it for what it is. Then having the resolve to choosing the path that I must travel to attain the greatness I know is waiting.