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Containers Expo Blog Authors: Elizabeth White, Yeshim Deniz, Liz McMillan, Pat Romanski, Zakia Bouachraoui

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Defy Gravity, or Crash and Burn

It's your choice

Either we're growing our business or we're losing market share. There is no middle ground in today's market.

Why? Because today's market isn't the predictable, slow-moving market we took for granted. What was true a month ago may no longer be valid. The amazing value we offered six months ago is probably not so compelling today. It certainly won't be in another six months.

New market opportunities are popping up all around us. Yet, thanks to our tunnel vision, we can't see them. Many call it being focused. I call it Gravity.

Gravity is created when we hang onto our knowns, our status quo beliefs about our business, our value and our markets, long past their prime. As our markets change, we get stuck in the past-creating Gravity that limits our forward momentum.

Why do we get stuck in Business Gravity?

1. First of all, creating Gravity is human nature. We are Natural Born Gravity Machines. That's because we learn from our experiences. What happens in our careers, what we learn in B School and from others define the beliefs that make up our business status quos. That's how Business Gravity is created, as part of those belief systems that we define as we move through our business experiences.

2. Our legacies jeopardize our growth. We apply status quo assumptions to everything from our product value to our customers' preferences to our market's directions. We assume that what we already know will apply to what's to come.

3. We forget to focus forward. We spend man-years collecting and analyzing past data, finding trends and "facts" we can use to forecast our future. We use our past to define our future, even as our world is changing around us.

4. We don't like change. We tend to stick with the plan rather than to adapt. That plan is safer than the unknown of change. The bigger we get, the slower we are to respond. We carry more weight, making it even harder to change course. We view change as a disturbance in our carefully laid plan rather than as an opportunity for high-velocity growth.

The biggest reason we get stuck in Gravity? We just keep doing things the way we've always done them. Whether it's our strategy process, product definition process, market launch process, sales funnel or customer feedback system - we tend to keep doing the same things, thinking the same ways, over and over. That's why the way we've always done it is the reason for the mess we're in.

Take our business planning process. We spend weeks or months defining just the right plans for our businesses. When we are done, we feel confident that we are well prepared for future growth. The problem is that by the time our plans are complete, they're already becoming out of date. We're behind before we ever get started. Our markets move that quickly. And we don't.

When you think and act dynamically in your business, you can reach business velocity and then keep on growing. The choice is yours.

More Stories By Rebel Brown

Rebel Brown guides organizations and individuals to harness the power of their minds to step into their ultimate potential. A masterful agent of change, for over 25 years Rebel Brown has inspired, coached and empowered individuals and businesses to unstoppable performance and results. As a recognized market strategist and turnaround expert, Rebel guided over 200 global organizations to step beyond their status quo perspectives to create profitable market advantage. She also worked with US and European venture firms to successfully fund and launch their portfolios. She also ran a consulting practice in Paris for three years, working with European clients. Fascinated by the power of our human minds to limit ourselves and our business results, she began her study of neural science. Her core question was simple. What could we do if we had no limits? Today, she brings the power of neuroscience to business (NeuroBusiness),fueling limitless thinking that drives powerful bottom line growth for her executive and corporate clients. Rebel’s work has been featured in media including First Business TV, Forbes, Inc, Entrepreneur, Business Insider and Business Week. She is a Vistage International speaker and workshop leader as well as NSA speaker. She’s also been named one of the Top 100 Women in Computing. Rebel is also the founder and director of the Unstoppable U Foundation, a non-profit program committed to guiding kids to know that they are born to be Unstoppable!

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