Does Your Business Need Glasses?

by Jonathan McGaha | October 31, 2013 12:00 am

The King was sitting by himself in the market square having just made an inspection of his castle. A cold brew was served to him, and as he sat there, the warmth of the day felt good. All the Kings Knights in Shining Armor stood close by, ready to serve their King.

The King glanced around and assured himself that no one was watching him, so he pulled out a pair of wire-frame, almost not-yet-invented, spectacles and slipped them on so he could read.

Shortly afterward from above came a loud echoing voice, “Hi your Majesty.”

The King looked up and saw Igor, the general contractor and head moat builder for the Castle, along with Slide Rule, the Castle’s architect, who were both leaning over a high stone tower above him and were frantically waving. He could see Igor point to his eyes and mock his glasses, and the somewhat embarrassed King quickly removed his spectacles and waved back.

“We’ll be right with you,” Slide yelled.

It didn’t take long before the two arrived and joined their King. Cold brews were served.

“Your Majesty, I must ask you, were you wearing glasses?” asked Slide. Igor and Slide started to laugh and then stopped immediately when they realized the King was not laughing with them.

The King reached into his robe and took out his glasses and put them on. “Slide, you wear glasses. Why are you making fun of me because I was also wearing them?”

“It was Igor, your Majesty.” Igor slugged Slide with his arm.

Slide acted as if he’d been mortally wounded.

The King ignored them both and took off his glasses and looked at them. “You know, these glasses actually represent an important business planning concept.”

“Really?” said Slide.

“Is it about cheating?” asked Igor, who immediately broke into laughter. Slide also started to laugh, and then they both stopped as the King was glaring at them through his glasses.

Slide cleared his throat in an effort to be more considerate. “How do your glasses represent a business planning concept?”

“I’m sure you’re aware that the last seven years have been tough from an economic point of view. Many businesses have disappeared or have gone broke. Let me ask you a question, why in almost any given market niche do some companies remain in business, and other ones go broke?” 

Slide and Igor exchanged looks, both knowing it’s a trick question. “I don’t know,” Slide answered.

“Neither do I,” said Igor.

The King started to get up and pace. A Master Class was in session. “Well first and foremost, it’s about vision.”

“Really?” responded Slide. “Vision?”

“Yes. You see, when there’s a change in buying patterns, such as a slow economy, for whatever reason, those that survive have vision.”

“What does that mean?” Igor said.

“Vision is strategic.”

“Exactly what I was going to say,” said Slide.

The King stopped, turned and walked over, and stood in front of Slide. “Really?”

Slide knew he’d been called out on the carpet. “No, your Majesty.”

“Right.” The King continued to pace. “Please understand that vision is the responsibility of the CEO, who worries about the future positioning of the company-basically the ability to compete with the right products or the right services.”

“Really?” said Igor. “I had never thought of that.”

“Of course you haven’t. It’s vision that lets you survive this year, the next year, the next five years, the next 10 years and it’s vision that makes you a force to be reckoned with in your market niche.”

“It’s starting to make sense,” responded Slide.

“Good for you, Slide. See, you’ve heard of companies that have reinvented themselves. What they’re doing is adjusting their vision to fit the current market as well as their future market by making adjustments, such as distribution, product delivery, purchase, terms and even the products themselves. It’s these companies that are the heroes of the business world. They’re constantly examining their vision.”

“That makes perfectly good sense,” said Igor.

“See, all the manufacturers of buggy whips will someday go out of business when buggies go away, but if those same manufacturers’ vision had seen themselves as part of the transportation industry, then they will still be in business many years from now.”

Slide and Igor exchanged glances.

“Now, I have a question for you; do your respective companies need glasses?”

Igor looked puzzled. You mean, do we need to re-examine our vision so we can make sure we’re a viable company in the marketplace?”

“Yes. Very good, Igor, very good. You have once again listened to what I’ve said, and once again I’m going to save you from the gallows.”

Slide fainted.

The King roared in laughter.

 

Ronald A. McKenzie is president of COMPASS Consultants Corp., a strategic planning and marketing company specializing in developing business growth. He is a published author and has made nationwide presentations on the subject of strategic planning and marketing. He resides in Las Vegas and can be reached at ramckenzie.compass@gmail.com[1] and www.compassconsultantscorp.com[2].

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