Fire with Small Steps Before Aiming

Profitable retailers are action-oriented. They realize that in the fast-changing reality of retailing, those who stand still are sure to be left behind. Their operating principle is often “Ready. Fire. Aim.” Rather than “Ready. Aim. Fire.” They are “Give it a try and see what happens” people.
     Researchers working at Babson College, Innovation Associates, and The New York Times support this approach—but only for retailers who adhere to certain rules. Here’s my version of those rules, incorporating other research findings:

• Act from purpose, not panic. “Don’t just stand there, do something” or some version of it has been shouted at one time or another by every manager throughout history. But there’s another side to it: “Don’t just do something, stand there,” has been publically proclaimed by a wide range of well-known individuals, from 1960’s radical Abbie Hoffman to U.S. President Ronald Reagan to the White Rabbit in the Disney version of “Alice in Wonderland.” In addition to freezing us into destructive inaction, panic can cause premature action. Instead of thinking through the alternatives and selecting the least bad choice, the retailer moves too soon.
• Start with small steps. Use resources at hand or within easy reach before taking large steps which require stretching to acquire substantial new resources. Until you’ve achieved experience and momentum, aim for quick, inexpensive, incremental improvements rather than transformational change. One reason for this is that if you depend on many other people for project implementation, chances are some of those people will aim to impede your success. Those kinds of people lurk everywhere in the world of business.
• Set safety limits. Clearly state how much you’re willing to lose before you’ll pull the plug on the initiative. Agree with yourself that you might change this limit, but require yourself to temporarily retreat from the project for a careful assessment before making any such change. Keep your promises to yourself and to others optimistic, while at the same time realistic.
• Anticipate danger. As you’re moving along the open road, look straight ahead most of the time. However, also scan for risks approaching from unexpected directions and take evasive action.
• Publicize achievements. These are opportunities to recruit additional resources along the way.
• Satisfice. In the 1950s, psychologist/economist Herbert Simon coined that term to refer to his finding that successful people accept less-than-perfect alternatives so they can move on to the next ideas they want to implement.

For your profitability: Sell Well: What Really Moves Your Shoppers

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