Talking with the World outside Your Company

Competition is intense these days and conditions are constantly changing. Your own company’s performance may be steady and strong, but your competitors may be embracing new technologies, your clients may be undergoing internal changes that could affect how they purchase your offerings, or new legislation may be under consideration that could change the entire landscape of your industry. Any one of these factors could undermine your current position.

CEO’s and business owners are often experts at the product they make or the service they offer. But there is more to being the head of a company than being a good leader. You need to have a vision of the big picture that extends beyond the walls of your organization. One of the compelling ways of achieving this vision is by having strategic conversations with your customers and industry contacts. Strategic conversations focus on the future and help you identify critical challenges to the status quo.

Seek out strategic conversations through scheduled meetings with your best clients about your product offering, threats on the horizon in the industry, and concerns your client may have. (“What keeps you up at night?” is always a great question). But also seek these conversations in more informal circumstances such as industry gatherings. Ask people directly about their view of your own business. You may not heed each idea, but sometimes a different perspective could lead to the solution of a problem or the next great brainstorm.

Outsiders have a different view of your company than you do. Their ideas and comments may help you correct a weakness or further develop an area of strength. Having strategic conversations also builds a stronger bond between you and your contact, because you are showing that you respect their opinion as you ask for their input. They will be happy to provide it.

Remember, it is vitally important to keep fresh information coming in about your company, customers, and industry. It feeds innovation and helps you create a process of continuous improvement.

-Mary Adams    2005