We have been able to see some of the biggest technological and world changing transformations during our lifetime. We have had many books chronicle success and failure of the biggest brands; some of them global. During shifts in economic stability, one of the things that commonly occurs with entrepreneurs is that some shrink, rather than grow. They pull back instead of moving forward. They cut marketing training and research budgets. Often during the time when they should be moving forward they are pulling back. Of course it requires planning on the front end and allocating the financial resources so they are already accounted for. 

The opportunity is to move toward investigating their blind spots instead of getting mired down in the details of just doing more of what they are already doing. However, what if a company could “get to the epicenter” of what caused the decline, what the executive team represented to their teams, the corporate environment or where the cultural environment and trends were going and determined what they didn’t know about what they didn’t know—therein lies the secret to using their blind spots to sustain or regain market share.   

For big and small businesses they can do several things to address the blind spots and ride the wave when the environment shifts to ensure they come out on top.

1. Company must be aware of new technology breakthroughs, new insights, and changes in environment, culture and economics

2. Products must meet the core needs of their customers-whether they are emotional and functional

3. Where can the company innovate and what is the consistent process for doing so?

4. The Leader is the most important sales person on the team

5. The Psychology of the Leader-the way the leader thinks (ego) and strategizes, impacts the business

6. Failure and Challenges are opportunities to have a breakthrough 

7. Strategic alliances can be symbiotic and can help drive business sustainably