Run A Business Or Run Aground, The Difference A Strategic Plan Can Make

While the details are still a bit sketchy as to exactly how the Italian ship Costa Concordia ended up sideways with 150 foot gash in its hull, BIG saw the opportunity to compare navigating a multi-ton cruise-liner to the running of a business. Here are five parallels we found:

Just because you’ve agreed on a destination doesn’t mean communication ceases. It’s not just the CEO’s responsibility to achieve what the business wants to achieve, it takes a team. Checking in and getting new/different and individual perspectives from all team members serves the health of the culture (through collaboration) and the quality of the adventure. And business done right is always an adventure.

The route may be mapped out and in the GPS, but what remains unknown are the currents, obstacles and weather conditions that will inevitably affect the course. Military leaders will tell you your battle plan is relevant right up until the moment you engage your enemy. Same with a strategic plan. Market conditions, competition, the economy and numerous other factors are always fluctuating and creating unpredictability. Being able to respond pre-emptively or immediately increases your chances of reaching your goal.

The bigger the ship the less nimble she be. True in business too. This puts added importance on ensuring a strategic plan is in place — and that the management team is constantly consulting it. Without that, you might as well put a blindfold on the crew and ask them to get you to your desired destination. With two-thirds of the planet covered in water you have lots of room to turn around, but that also means you could also be floating a long time without ever seeing land. Have a rock solid plan in place then…..

Measure, adjust. Measure, adjust. Measure, adjust. The most keenly sighted seagull flying overhead would never see it, but those massive ships are constantly adjusting their path. And the more often they adjust, the less noticeable it is on passengers. This translates within a business, also. If you are pivoting within your strategic plan on a weekly basis, it’s a much easier transition for everyone in the organization. Massive changes and upheavals every month or quarter are inefficient and will shake the confidence of the team. Instead of concentrating on achieving their goals, team-members may be looking over their shoulder for the next strategic shake-up. Not fun at all and no amount of Gravol or doubled-up barf-bags will help.

It looks and feels like you’ve done this trip before, but you haven’t. Devoting the endless hours it takes to run a great business can make time feel like it’s flying by, with one week blurring into the next. Remaining present-moment-aware and focusing on now (the only “time” that ever exists), not only prevents complacency, but it also ensures you’re giving all of you to your goal. Telling yourself “It’s just another day” kills creativity and denies you and your team opportunities for insights, breakthroughs and potential to innovate.