A New Box
It's amazing how many conversations get launched over the title of my blogsite, and the metaphor it suggests. For those new here, it describes a simple notion: thinking outside the box is not the answer. Nearly everything we need is inside the box - in our own hearts and minds and in our stable of resources. What often needs changing is the box itself. The model. The framework. The rules of engagement. Especially during times of economic downturn, businesses and their people need to find alternative ways of working and creating. But getting outside the box is a bit like running away. Now is the time to focus on the inside, and in recreating our environment - our box.
The face of industry is changing before our eyes, and often suggests looking at a more organic, collaborative approach. In the entire communications industry, alliances with smaller, focused, and highly capable partners - even individuals - are becoming increasingly the norm. Client lists are growing longer and more diverse, as resources are being tapped to act as part of a consortium on a wider variety of projects. And we see fewer larger agencies in a sole capacity to their clients, but rather a rise in smaller shops who form alliances with several team providers.
In the current landscape, there is an increase in the communal, collaborative aspect of business. And specialists - while often preferred - are often now requiring to become "specialized generalists" - multi-disciplined in several capacities. Think also to "the old days" of the nature of early American society: one guy made all the horseshoes while someone else grew the corn, and they bartered. And there was a doctor who might also be the postman. People in settlements used the skills they had, in whatever capacity they could properly provide, to help one another live and prosper.
I am suggesting this paradigm is now once again an appropriate strategy. And frankly, for some businesses, it represents their greatest chance for survival.
There are added benefits: for starters, reduced competition in one's market. In the case of otherwise competitors joining forces, there become fewer options to the buying market, and therefore a corresponding increased chance for this new alliance to land business - particularly if these collaborators are already strong players in their field. And if each brings their own areas of specialty, along with the shared resources they might enjoy, the resulting alliance is a leaner, stronger, healthier entity than are the collaborators individually. 1+1+1 can equal 6.
How are you approaching your business model?
Thanks for reading, and I welcome your feedback.
Steve Lovelace
8 Comments
Reader Comments (8)
If I understand you correctly, Steve--you are talking about collaborating with others who have specific expertise in a given area? Or are you suggesting that each of us, individually, needs to learn new skills in order to survive? *** Hi, Elizabeth! It's a bit of both. But as important as it is to broaden ones skill palette to become more marketable these days, it can also be a faster and smarter approach to build a unified team of experts. We are wearing more hats than ever these days, but clients still prefer experts in their core skills while reducing their overall expense. A stealthy team of smaller experts can solve this. -Steve
My take on your thoughts Steve - We all have our expertise, but also know enough about other things to be "dangerous." However, it makes sense to bring in an expert for those areas where we don't specialize. That way we bring the best minds/talent to the task, give the client the best bang for their buck while sharing the booty. No doubt a change of mindset for some will be necessary.
Great post, Steve! As a (really) small business owner, my size is an advantage. Instead of being intimidated by the larger guys, I use it to compete in a way that they simply cannot...being small makes me nimble and able to offer personalized service and more accommodating than a traditional portrait studio. I am also learning that I cannot be all things to all people...and that's okay. When businesses look inward and are honest with themselves (as far as their strengths and core skills, assets), then you can market yourself with a clear, concise message...and you start to become "known" for that something that you do.
Focusing on a few things that you do really well, and finding partners to help you with the other "stuff" will also lower your overhead. Thanks for sharing! :)
I like the word collaboration because it can have numerous, loose terms and meanings. As a small business owner, I find it a great advantage to be able to collaborate with another smaller firm without having to go through the red-tape of contracts, meeting after meeting, etc. etc. A simple collaboration can lead to great things without imposing a large risk. And best of all, it's generally free to do.
Great post Steve. The potential for increased business; or even sustaining current client lists in our niche industry has always been about collaboration. Welcome to my world! However, I am speaking more of utilizing vendors and various experts in their field. The suggestion of collaborating with a competitor is dangerous in my opinion, as when the economy cyclicly changes from poor to prosperous once again. Clients invariably get caught in a "tug of war" between a team who has partnered, and those very businesses lose out in a price war to keep this client. Been there/done that, as is the saying.
Steve, First let me say I like your redefinition of "the box." You have gone past the cliche of our day about getting out of the box and stated a truth. We must know who we are and what we have to offer. If we need to improve that, we build a better "box." As far as building alliances with others, I see this trend in many industries. We can't do everything ourselves and if I can collaborate with other professionals to give more value to my clients, everyone wins. We are building relationships with each other and our clients. This leads to a level of success that can't be achieved by oneself.
Hi Steve-
I wholeheartedly agree and as you know, collaboration and outsourcing is the cornerstone of my business. I have always been that generalist, and at times in the past have been a little envious of the specialized skill sets of many of my collaborators. But I've found over the years, at least with my client base, that they want that broad perspective at least as much as they want the specialized talent. During this downturn especially, clients are having to make tough decisions. The more integrated you are with their day to day business (providing a wider set of services) the more integral (and safe) you are.
Steve...I think your "build a better box" message is fantastic! It truly defines, in my opinion, what our corporate climate, and individuals, need to do, though I haven't heard anyone say it before you!
Brilliant!!