I refer to the already-classic “Hidden in Plain Sight”, by Erich Joachimsthaler , http://www.vivaldiblog.com , a book which told us that, after many years of work and experience, whatever the size of the market or kind of organisation and company, the brightest, best and unbeatable opportunities are there, just before our eyes. It is just that we usually cannot see them or cannot take advantage of them. In order to do this, we have to leave behind the most usual suppositions and managerial practices common nowadays and we must focus on the DIG model, demand-first, innovation and growth.
So far, it seems pretty easy, but what I currently see –more and more often, unluckily, is that most of us, managers are afraid to see what we have in plain sight and sink into pre-conceived dogmas and, very often, into management orthodoxy. The consequence is that that there is a clear lack of new ideas and projects. Why? Because most of us focus market and business in exactly the same way: the way it should be and the way that is expected from us.
The problem is that, the brainstorming of ideas and the ways to manage businesses are not differential operators, so the search for opportunities is made in a homogeneous way. Applying the DIG model requires a conceptual way of management, different to the one most companies apply. In order to forecast demand properly, we must understand that this is not currently something dimensional, nor even something linear, but individual, and hard to group. The one factor that each one has in the demand effect has to do with the critical importance it shows. I believe this did not exist when “Hidden in Plain Sight” was written back in 2007, book which this theory, to some extent, could refer to. This is why it is even harder to apply this model. This individual concept of demand, whether people or companies, needs to be analysed more thoroughly and I do hope to be able to do that in future.
Those of you who wish to get deeper into management in the next years must learn to rule and visualise Black Swans, defined by Nassim Taleb http://www.youtube.com/watch?v=BDbuJtAiABA as highly improbable facts which have an extreme impact and which orthodoxy is not able to predict, although it can explain it and fit within it later on. The Black Swans’ theory takes its name from the existing belief, before Australia was discovered, that all swans were white. There have been many “Black Swans” in history but in my opinion, this individual concept which demand is taking is also making Black Swans multiply.
All in all; to think like every other market agent, especially under the current national and international economic situation, drives us nowhere and neither will allow you see the avalanche of Black Swans that is looming. We must be just like Peter Pan and see the world from the eyes of a child, without any prejudice that orthodoxy has taught us, open-minded because we need to see what is in plain sight. This way, we will be able to be like Nils Holgersson from Selma Lagerlöf http://digital.library.upenn.edu/women/lagerlof/nils/nils.html and ride Black Swans all over the world. Otherwise, we will keep wondering why there are not more ideas, entrepreneurs or projects.