In today’s Financial Times there’s a timely article on General Electric that highlights how the company is well positioned to capitalize on opportunities in 2010 and beyond given that the challenges of 2009 are safely behind them. “We were playing defense a year ago” says CEO Jeff Immelt, “but in 2010 you can think of the company being back on the offense.” With the final dollars completely wrung out of expense budgets and revenues now stabilized, many organizations find themselves in the same position as GE—poised to go on the offense in 2010. But what constitutes a good offense? Here are few tips senior leaders might care to keep in mind as they develop their own game plans.
Consider the Long-Term. Corporate America has widely been criticized for short termism. With coffers awash in cash and a desire to quickly ‘restore earnings’ at hand, a genuine risk exists that companies will overlook bona fide long term opportunities for the sake of returning quick results. Management teams need to look five or ten years out—maybe longer—to ensure they’re evaluating the true long-term picture. As Immelt says in the article, “This is going to be the gas and wind world”. Good news for GE Energy.
Carefully Assess Competitors. As is the case with any downturn weaker competitors are left beat up if not completely beaten out. Opportunities exist to inexpensively acquire enfeebled businesses, capture new clients and attract key talent. Carefully scrutinizing competitors’ resources and capabilities and then plotting their likely moves gives the evaluator a much better sense of where and how to maneuver effectively. To wit: GE has been setting up a series of contracts and joint ventures in China as part of their global strategy which the company believes is working. “I don’t think anyone has played China better than GE has.” Immelt notes.
Focus the Game Plan. Now is the ideal time to focus on the handful of businesses and initiatives that have the propensity to deliver outsized payoffs. The downturn has forced upon organizations the discipline of focus. With the first two tips in mind, the standard 15 to 20 major corporate initiatives can justifiably be pruned to three to five. A simple set of priorities well executed is far more valuable than a portfolio of half-worked projects. The FT article states that GE will return to its strengths in infrastructure, technology, energy and finance. For a company that has historically carried a portfolio of businesses ranging from kitchen appliances to NBC television, this represents a dramatic refocus.
Play Aggressively. “We have a much easier hand to play than we had five years ago.” Immelt concedes. So too do many other organizations given the effects of their streamlining efforts. That said the mandate for management teams today is to play aggressively. Leaders must repeatedly communicate the game plan, resource it fully, assign clear responsibilities, follow-up regularly and most importantly, follow through. Complacency will not be rewarded on the competitive field of play where stakes are as high as they’ve ever been. If leaders are not convinced of this they need look no further than GE—a company that has successfully reshaped itself to compete in 2010 and beyond.