Just like Google made its way into our lexicon as a verb, Uber is now doing the same thing.
Companies have a fear of being "Ubered" – or blindsided by a marketplace disruptor. There are ways you can prepare your business for something of this caliber, even though it may seem impossible. The two critical ways you can prepare for your Uber is to have a strategic vision and a roadmap for success.
What Does Getting Ubered Mean?
Uber disrupted the taxi industry. The definition of a disruptor is an innovation that changes the way we think, act, or go about our lives on a daily basis. Uber did just that; it completely altered the way we look for rides. In the past, you would hang around, hoping and praying that a taxi would randomly cross your path. Now, you press a button on your phone and a car arrives. There’s no waiting, no hassle, and no headache. The taxi industry never saw Uber coming, and now they are paying for it.
We can’t stress enough the importance of having a strategic vision for your company. Too many companies, especially small businesses, focus solely on the tactical aspects of their business when they should focus on where they aim to be and what they will be in the future.
Messaging is crucial to your company’s vision. If your vision is stale and a little too realistic, you won’t be able to inspire customers – or your employees. A vision needs to invoke a response in people, and it needs to always look towards the future.
Nordstrom’s “Commitment” is a great example of a vision that will never go out of style. It has a laser-like focus on what differentiates them in the marketplace and it lays out their desire to evolve as a company:
In store or online, wherever new opportunities arise, Nordstrom works relentlessly to give customers the most compelling shopping experience possible. The one constant: John W. Nordstrom’s founding philosophy: offer the customer the best possible service, selection, quality and value.
Roadmap for Success
Every business needs to have a roadmap posted where everyone can see it. If you don’t know where you want to go, then how will you ever get there?
Verne Harnish’s bestseller, Mastering the Rockefeller Habits, features best practices from the most profitable companies in the world. The Habits consist of three pillars that are fundamental to a prosperous roadmap: priorities, data, and rhythm.
- Priorities – Every employee should know your quarterly and annual goals. Having everyone on the same page reinforces brand unity and enhances your chance of success.
- Data – You must track how you’re doing and what the market is doing. If you can’t analyze your progress, you will never know how your business is really performing.
- Rhythm – Organized, professional meetings on a consistent basis motivate employees and inspire accountability.
The only way to prepare for an Uber is to know where you are, how you are doing, and where you are going. With a solid, poignant vision, and a plan on how to get there, your company will be ready for whatever the marketplace throws at it. And when everyone stays focused, innovation and evolution comes naturally.
Don’t get caught without a plan; a reactive strategy could put you out of business. If you need help putting together and implementing your strategic vision or roadmap for success, contact Conveyance today. We’ll help you do your own disrupting.
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Conveyance Marketing Group is a team of bright, innovative and talented veteran marketers dedicated to big ideas, fresh insights and measurable results. We pride ourselves on taking challenging marketing issues and turning them into opportunities for our clients, on pointing brands in the right direction, and on getting our customers noticed both online and off. From branding to websites to digital marketing, and public relations, we handle all your marketing communication needs! Web Design and Development | Brand Strategy | Inbound Marketing | Social Media | SEO | PR