Monday, October 10, 2005

The most simple -- and powerful -- ideas in business...

For over ten years, the editors at strategy+business magazine have made it their mission to explore every idea that stands to make a strategic impact on the senior executives behind major business organizations, as well as academics and business and management students. In a recent analysis of a forthcoming book entitled "The Big Moo: Stop Trying to Be Perfect and Start Being Remarkable," s+b's former editor-in-chief Randall Rothenberg presents this conclusion: "The solution to marketing ills is not more creativity, it's less."

A former New York Times advertising columnist, the author of the 1994 nonfiction book, "Where the Suckers Moon: An Advertising Story" and the current director of intellectual capital at global strategy and technology consulting firm Booz Allen Hamilton, Mr. Rothenberg identifies the myriad complexities that threaten the actions of individuals and organizations. Then, he reveals the four ideas which a study says account for 80% of breakout business success from 1965 to 1995: power retailing, megabranding, focus/simplify/standardize, and the value chain bypass. Using the link above, you can read more about this analysis and the findings. Regarding the s+b piece's headline, "The Power of Dumb Ideas," I gather that it's an overt attempt by these obviously brilliant strategists to ensure their story cuts through the clutter. As insightful and important as this information appears to be, I daresay that their piece's grabber is blatantly disappointing... unless we're now supposed to begin looking to s+b for dumb ideas.