As a leading executive today you would have ridden many waves to be where you are.

In recent months, I have had the opportunity to talk with many leaders about the choppiness of the current environment, and where we go to from here. Invariably we reflect on the waves that have lifted and propelled us and our industry colleagues to where we are today. Often the more powerful waves can become seen as a ‘fixed state’, a Business As Usual, and we forget it was a wave.

 In recent decades there have been so many powerful waves.

The National CEO of private hospitals

“For many years we have been able to plan growth and development essentially by multiplying beds by a revenue/ bed number. We rode the wave of building more beds.”

The Managing Director of a MedTech business

“For many years we focused on a simple formula of winning the influential surgeon and upgrading product offerings, negotiating pricing, inventory carrying costs, and service innovation. We rode the wave of the health system in isolation of forces in other markets.”

The global CEO of a Food processor

“Over recent decades we took advantage of global sourcing, reducing input costs and providing products all year round, then operational drives optimising taste and cost, minimising packaging, production, and distribution costs. We rode the wave of inheriting our established brand and optimising operations better than others.”

The Managing Partner of a professional services firm

“For many years we made great margins and were able to concentrate on our expertise without too much concern for all that back office stuff. We rode the wave of niche expertise and local personal networks.”

The thrill of surfing

Do you remember catching your first waves? I grew up in inland Australia so I was a little older than many Australians when I first experienced catching a wave at the beach. It was body surfing. It is a vivid memory.

I had tried on a few waves, swimming furiously towards the shoreline as waves approached then feeling the energy move on as the swell passed me by. Then, going through this similar routine I was lifted up, propelled forward by the energy of the ocean. I felt myself speeding past others who had not caught that wave. It was like magic! I was straight back out there to do it all again.

In periods of major social, technological, and economic shifts there will be new waves and waves that are losing their energy to propel us as they may have done.

The timing matters. When does stretching the ride on an existing wave become giving up the opportunity to catch better waves?

This is an involved topic to work through. There are specifics related to the specific situation of each  organisation and sector. 

An interesting perspective to add to the leadership team discussion is the 20/20 hindsight clarity of leaders who have been accountable for disrupted organisations. The earlier signals were there. The efforts went to continuing to ride and optimise the current wave. By the time they tried a new wave it was too little, too late.

What is your reflection as you look at the waves you have been riding and think about 2021 and beyond?

By Bernie Kelly Transformation Partner

Chair, Mentor, Author, Facilitator: Industry leaders transitioning again and again to remain at the forefront

Email: Bernie@berniekelly.com.au or Phone: + 61 421 915 608

IdeaSpies Comment- check this short video of a Founder who talks about missing a wave.