The Moonshot

This might seem so obvious it hardly needs saying, but if you want to achieve earth-shattering, world-changing objectives, it’s almost impossible to do that by blending into the background.

Someone I worked with used to describe this as “the blight of the bland”. When everyone looks just like everyone else, the only basis left for a customer to make a buying decision is price.

And if you’re trying to build a world-beating business, doing that by looking just like everyone else and fighting it out for scraps on the price you charge is so unlikely to be successful that I can probably save you a lot of time and effort right now and advise you not to bother.

“But wait”, people say, “lots of businesses have become successful by offering cheaper prices”.

And that’s true to an extent, of course. Southwest Airlines, Ryanair and EasyJet are often held up as examples of times this has worked.

But here’s the key. All those businesses succeed by doing something very different to the rest of their sector. None of those businesses fade into the background. They don’t try to do what everyone else does, just a little bit cheaper.

Completely reinventing a business model which reduces your cost base, which in turn allows you to make a good profit at lower prices, is an excellent strategy.

Doing what everyone else does, just a little bit cheaper is a dreadful strategy.

What Southwest, Ryanair and EasyJet did…with slight tweaks according to their respective business strategies…was reinvent how air travel worked, and do so in a way that legacy carriers found almost impossible to replicate. It just so happened that this was also a vastly less expensive operating model and allowed them to make a good profit while charging much lower fares.

Finding ways to do that is just like President Kennedy’s famous promise in the early 1960s to put a man on the moon before the end of that decade and return him safely to Earth.

At the time he made that statement, he had no idea how it could be done. And neither did anybody else. There were challenges to overcome, problems along the way, plans which had to be re-thought in light of the early results on the Apollo programme.

But they did it in the end. On 20th July 1969 Neil Armstrong and Buzz Aldrin were the first human beings to walk on the surface of the moon. On 24th July 1969 the crew of Apollo 11 splashed down in the Pacific Ocean and the USS Hornet collected them from the water for their well-deserved heroes’ welcome.

If you want to succeed on a massive scale you need two elements to be present.

You need to do something entirely different from everyone else. And you need time.

But broadly speaking, you need less time if you work with an experienced business coach to support you and your business through the trials and tribulations of setting your business up to succeed on a massive scale.

We help businesses grow faster, succeed sooner and make more money. If that sounds like something you’d want to do, we should talk.

All the details are right here…

Published by Alastair Thomson

Business and Executive Coach, showing business owners and senior executives how to double, triple and 10x their sales and profits.

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