1. OPERATIONAL EXCELLENCE (Delivering the best-cost solution)
Operating imperative: Rigorously developed and deployed systems that minimize cost and maximize predictability/reliability.
- Emphasis on processes that are standardized, simplified and tightly controlled, leaving few decisions to rank-and-file employees
- Management systems that monitor and reward speed, reliability and adherence to process
- A culture that extols efficiency and demonizes waste
Examples of operational excellence companies: McDonald’s, Wal-Mart and Southwest Airlines.
2. PRODUCT LEADERSHIP (Delivering the best-quality solution)
Operating imperative: Promotion of processes of invention, product development, and continuous market exploitation.
- A business structure that is less formal and more fluid and entrepreneurial to adjust quickly to market developments and destabilizations
- Management systems that measure and reward results more than adherence to process and that don’t punish occasional maverick behavior
- A culture that encourages individual imagination, accomplishment, out-of-the- box thinking, and a mind-set driven by the desire to create
Examples of product leadership companies: Apple, Nike and Harley-Davidson
C. CUSTOMER INTIMACY (Tailoring product/service to a specific set of customers)
Operating imperative: Building and maintaining an enterprise-wide orientation towards solution development, i.e., working with and helping the customer understand exactly what is needed and developing the processes and programs to get it to them.
- A business structure that pushes the decision-making power to those closest to the customer
- Management systems measure and reward achieving sustainable results for strategically chosen clients
- A culture that emphasizes those values and principles that maximize deep, long-lasting client relationships
Examples of customer intimacy companies: Nordstrom, USAA and Zappos.
The book has generated some criticism over the years, and while it isn’t perfect, I think the detractors miss the point: The core message of The Discipline of Market Leaders is the idea that the true value of a strategy is that it provides the central organizing principal or philosophy that guides everything that the organization does.
As I have helped many of my consulting and coaching clients understand and achieve, any enterprise — from the smallest mom and pop to the FORTUNE 100 — that can show this kind of discipline and focus will enjoy have a huge advantage in the marketplace.
Which will you choose for your company?
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