Creating Sustainable Business Success

"While many companies can achieve short bursts of success, very few are able to sustain success for a long period of time." -- Gerhard Gschwandtner, Publisher, Selling Power Magazine

If you want sustainable business success, there are only a few ways to achieve it. In Gerhard's editorial comments (June 2006, Selling Power Magazine) he states there are three essential factors for sustainable success besides a good product and a ready market. They are people, process, and technology; but there is one thing he missed.

Gerhard outlines the importance of optimizing people's productive potential. I agree, you must stretch employees abilities, educate them beyond their current understanding, and guide them with great leadership. It's also important to give them the tools necessary to win.

The editorial also talks about a subject close to my heart, process improvement. Stating, "... the two key motivators for improving processes are either aspiration or desperation." Too many companies ignore the importance of regular improvement, sustainable growth isn't possible without it because everything around you changes everyday.

I also like that he addressed the simple questions necessary for good business process management which are: Who? What? Where? When? Why? and How? (Very simple but often overlooked while managers search for the "magic pill.") But that's not where I think he missed the most critical element of sustainable success in business.

It's suggested that you can "out-innovate" through advanced technology to beat your competition. This is where I agree, but disagree.

Technology is a relative topic, to some organizations basic computer software can be "advanced technology", while others it's cutting edge equipment not available anywhere else. But what helps you stay ahead of competitors month after month is ...

Clear communications!

Technology can facilitate communications, however, it also becomes a crutch. You see it in the useless email messages, voice mail phone tag, and other abuses of technology. For some companies they don't have a clear plan for implementing new technology so useful features go to waste.

You can design communications to attract and retain profitable customers. Strong communications can increase employee productivity, help discover new products customers want to buy, and even eliminate many customer service hassles. Strong clear communications is a competitive edge not every business knows how to achieve.

Only with clear communications can you create a sustainable and profitable business. This means listening to the customer, cooperating with coworkers, an open exchange of ideas, and a positive constructive flow of information. Technology doesn't mean anything if how you use it is counter productive.

In my report, "Strategies to Document Business Communications" I demonstrate several ways to better understand how information flows around your organization, plus provide several strategies to organize this knowledge for better results in your organization. It doesn't matter what technology you use to facilitate the message, the message has to be accurate and meaningful to create sustainable results.

So while Gerhard brings forward several valid points, he's missing the most critical element that is required for all businesses to create sustainable success. Without clear communications technology is a novelty, instead of a powerful conduit for useful information. How are you improving communications in your business process?