Uncheck is quicksand

In business the customer is the mission.

In newsell strategy, uncheck is the time spent out of contact with the customer. Check is the time spent in contact with the customer.

Outside of business the individual still has to be clear about what is his equivalent mission. What must he stay in contact with? If not the customer, what?

For example, in theoretical physics, the mission is the universe. The physicist must stay in contact with the universe and not take his eye off the ball.

The late Stephen Hawking said,

“My goal is simple. It is a complete understanding of the universe, why it is as it is and why it exists at all.”

The great thinker has also said, 

“My disabilities have NOT been a significant handicap in my field, which is theoretical physics. Indeed, they have helped me in a way by shielding me from lecturing and administrative work that I would otherwise have been involved in.”

I suppose admin etc, for a theoretical physicist, is uncheck quicksand if it takes your eye of the universe. For a CEO admin etc can be uncheck quicksand, too.

One CEO, in a high-profile Australian business, has taken her eye off the customer ball in the last year. She’s a really gifted CEO and was providing strong customer value in 2014-2016. Customers rewarded her leadership and the business was flourishing.

Then in 2017 she started doing roadshows, not for customers, but for analysts and brokers. She spent the last year chasing her share price tail. Classic mistake. Someone should have tied her to the mast. But the Martin Collins sirens have sucked her in and her leaderless employees and customers have been abandoning ship like passengers and crew on the Costa Condordia.

Yes, it happens all the time but it’s still a sad thing to see.

In business, for a CEO, uncheck is quicksand.


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