A common sentiment is ‘Any effort is better than none’. Is that true?
Not so. Getting better at doing things right, rather than doing the right things is at best a distraction from delivering successful customer outcomes, and at worse will threaten the well being of the company. For example Nokia, Sony, Kodak and Blockbuster.
All these companies ‘invested’ significantly in doing things right, however did not understand the shifting market, lost sight of the successful customer outcome, and in quick turn crashed and burnt.
You may be doing things right, but are you doing the right things?
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