Lead, Follow, or Get Out of the Way

“Lead, follow, or get out of the way!” It’s a harsh phrase with a big punch.

The meaning is clear: either lead, follow the lead of others, or get out of way so others can execute on the plan. Generally, I think we can all agree that, at least concerning our areas of responsibility, “getting out of the way” is not an option. (For a good laugh, see how “getting out of the way” worked out for this guy).

But it takes vision to lead. Where and how can leaders get that vision? One way is to acquire concrete information about uncertainties in the market.

The “Jobs-to-Be-Done” (JTBD) innovation approach, for example, is a great vision-building tool. It’s based on the insight that people “hire” products and services to get their functional, emotional, and social “jobs” done.
– People hire drills to make holes.
– Doctors hire stethoscopes to listen to their patients’ heart and lungs.
– And your customers hire your products and/or services to get their functional, emotional, and social jobs done, too.

Do you know who your target customers are and what job(s) they’re trying to get done with your products and/or services? How they measure success, and where they struggle?

By proactively obtaining this information, leaders can gain unique vision into their markets, the opportunities (i.e., important unsatisfied customer needs), and foresee how their markets will evolve. How’s that possible?

It’s possible because value migrates to address important unsatisfied customer needs. Knowing where those important unsatisfied needs lie before your competitors gives leaders vision about how to be the first to address those unmet needs with new and improved offerings.

Reveal needs. Create value. Drive growth.