Tag Archives: General Motors

Failure: Don’t hide it, celebrate it

Panic room.
Image by LunaDiRimmel via Flickr

Failure is not the end of the world. With GM now restructured and the financial crisis coming to an end, should we be celebrating?

Yes, IF you have learned from your mistakes.

Fail fast and move on

Many business people I know, have worked with or read about in the press, shy away from talking about failure. Failure is an opportunity. Failure should be expected some percentage of the time no matter what business you are in. The trick to capturing this opportunity is to quickly learn from the act of failing and move quickly to what is next — someone I know coined the phrase “fail fast and move on”.

Ask “why”

Companies and business people usually get blinded by the negative side of failure and do not critically ask “why”. Why did this failure occur? Was it a breakdown in our analysis, strategy, execution, management or the team culture?  What ever the reason without delving deeper you have eliminated one of the most important opportunities to understand your performance and whether you or the organization has the foundation to succeed in the next opportunity.

The power to unite or divide

Experiencing failure can be one of the most positive drivers of unity or division. I think about my dad’s experience in Vietnam or other vets that have great stories of how challenging moments can bring a team or a unit closer together. This can hold true in business as well, given the right foundation is in place. The foundational element that is absolutely a must is that everyone in the team shares the pain. I have seen team leaders call out team member failures and destroy an individual and their own ability to lead the next team. On the flip side, I have also seen great leaders share the pain or even take more of the heat in tough times. It is these leaders that inspire dedication and motivate those that work for them to jump higher and achieve more. I would caution that no leader can or should take all the “heat”. The team needs to feel the pain or you miss the opportunity to unite.

How will you celebrate your next failure? Please comment!

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Super Bowl ads may disappoint this year

According to Adage.com report on a recent Gallup study, Super Bowl ad recall suffers in tough economic times when consumer confidence is low. This coupled with the fact some advertisers like GM and FedEx are pulling out means the potential for disappointment this year is high.

For smart savvy marketers, the Super Bowl ads are always a bit of a joke — big bang for little effect. They are more of a showcase for the big brands like Budweiser or the new on the scene brands like GoDaddy.com. All that aside, it is still a sad day for marketers when we are not waiting with baited breathe to see every second of the advertising action.

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“Fill all niches” product and brand strategy adopter, GM, is falling on hard times

General Motors CEO Rick Wa...
Image by Getty Images via Daylife

As I read about General Motors going before congress and the recent story, “Big Three May Need to Trim Number of Brands“, published in The New York Times, I have been giving thought to the “a car for every purse and purpose” strategy made famous by Alfred Sloan. The proliferation of products and brands is made crystal clear by the graphic in The New York Times article, which notably only captures a portion of GM’s total global line-up.

As I researched more, I found “GM: Live Green or Die” a story from BusinessWeek where it details how long it took for the Richard Wagoner Jr., Chairman and CEO of GM, to pursue hybrids. It was Bob Lutz that had vision but was not just not heard.

So what went wrong?

A lot… Gas prices, growing discrepancy between unionized labor contracts and non-union labor costs, soaring health care costs for retirees and union workers, and the list goes on.

One area that has yet to be covered in depth is how the fill all niches strategy for GM products and brands has burdened them with inefficiencies and growing trouble to differentiate between products. It is not clear to me how this issue manifested itself over the decades, but the result of all of this is represented below in GM’s stock performance (Black line) as compared to Honda (blue), Toyota (yellow) and Ford (red). {CHART NOT WORKING – Apologies}

Courtesy of BigCharts.com

Courtesy of BigCharts.com

The bottom line:

A “fill all niches” strategy works as a defensive measure when the company can more credibly deliver a product than the competition and thus prevent them from gaining sales. These strategies also work best in high margin environments like CPG (e.g. cereal, cigarettes) where if you need to abandon your defensive strategy you are not burdened with high fixed costs like specialized workforces, plant and equipment. Finally, please do your homework on the strategic economic impact both positive and negative of executing this strategy. For help on this last point, seek out David Ravenscraft at Kenan-Flagler Business School, UNC Chapel Hill for help on game theory.

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