Helen Edwards joins us for part 2 of a 2-part episode on her book, “From Marginal to Mainstream Why Tomorrow’s brand growth will come from the Fringes – and How to get there first.”
Helen Edwards book, “Marginal to Mainstream” shows why businesses, marketers and entrepreneurs need to break free from their ‘mainstream inhibition’ and turn their attention to the margins – to confront, evaluate and embrace the ‘strangeness’ of behaviours, ideas and ways of life at the fringes.
Friction s an often-overlooked aspect of innovation and new product development. The following stories illustrate the importance of empathy, jobs-to-be-done research and understanding the balance of friction and progress.
The Aboriginal tradition of “Right Way Fire” involves the controlled use of fire to maintain and restore ecosystems. Strategic small-scale slow burns in targeted areas during the early dry season minimise the risks of uncontrollable wildfires in the dry season. This practice is deeply rooted in the understanding that mindfully clearing away the old and stagnant creates space for new growth and vitality. This collective ancestral wisdom, long ignored, is now changing practices across several countries with similar savannah grasslands.)
“Tenant farmers don’t pick up rocks.” Just as tenant farmers, who have short-term leases on the land they cultivate, lack the incentive to invest in long-term improvements like clearing the fields of rocks, some leaders with increasingly short tenures hesitate to make crucial investments in the future of their organisations. Rather than focus on initiatives that require time and resources to bear fruit, they often shutter them, earn a bonus on their efforts, and are out the gate before the lack of seedcorn becomes apparent. Consequently, the organisation becomes stuck in a cycle of short-term gains, missing out on the long-term benefits that arise from seedcorn investments and productivity programmes akin to picking up rocks.
The Seneca Effect, also known as the Seneca Cliff or Seneca Collapse, is a concept named after the ancient Roman philosopher Lucius Annaeus Seneca. The effect is based on Seneca’s quote, “Fortune is of sluggish growth, but ruin is rapid.” He observed that many things in nature, including human affairs, systems and civilisations, tend to decline much more rapidly than they ascend.
If you neglect to remove the black walnut, you will see a gradual departure of the surrounding species to healthier pastures, with the younger saplings leading the way. In conclusion, just as removing a black walnut tree from an environment restores balance and promotes healthy growth, it’s essential to address toxic employees in the workplace to maintain a positive and productive work environment. It is essential to repair the broken windows.
When an organisation recalibrates to adopt a radically new strategy, most leaders focus on the changes in processes, practices and procedures. These are the mechanics of business, the easiest to measure and easier to implement. Successful change efforts engage both the mechanics and humanics of change. The humanics involves the community, collaboration and culture. In a world of constant change, organisations must adopt a “chameleonic” culture, one that is capable of rapid change in line with strategic change.
We are joined by the former CEO of Cypress Semiconductor, TJ Rodgers and his friend and author of Lead and Disrupt, Charles O’Reilly III
Businesses throw Hail Marys when encountering a crisis, such as declining sales or disruptive innovation, or technology suddenly upends their business plan. Equally, leaders throw Hail Marys to meet analyst expectations when they have been coasting in the game for a long time. In sports, there is a thin line between arrogance and confidence, and business organisations often fall into the success trap.