As the fog of economic uncertainty is finally lifting, many companies are approaching a critical turning point. Unfortunately, the fight to survive the Great Recession brought out the worst in far too many boardrooms. Companies slashed costs and cut head count. Investments in new employees and equipment slowed to a trickle or stopped altogether. "Agile strategy" and "dynamic resilience" became the new buzzwords, and they were code for: Throw out your strategy and chase whatever you think might work.
In any kind of economic, political, or corporate crisis, it's doubly difficult to resist the urge to fight fires. But the reality is that managing for the short-term never breeds greatness. And doing so has left a lot of companies in a tough spot. They survived the crisis, but they don't have the headroom or resources to fuel long-term growth. Our most recent global survey of almost 4,000 executives found that 60% don't believe their own business strategy will actually succeed. That's an astounding lack of confidence—no doubt colored by the roller-coaster ride of the past several years.
So what now? One thing is certain—the much-talked-about agility is not the answer. Succeeding is not moving rapidly. It's strategically deciding where to move. That's how you win in a chaotic market. And there are some legendary companies—Apple (AAPL), Danaher (DHR), Ikea, Haier, Natura, and Toyota (TM) —that seem to win no matter what. Our research found that all of these super-competitors consistently made five particular choices. Here's a formula to fuel "good growth" that lasts:
Stay true to who you are and resist the urge to chase others
The things that make companies truly great are slow to develop; they can't be built overnight. If they could, they wouldn't be worth very much, because anyone could copy them. The most capable companies know who they are and understand the job they are uniquely qualified to do in the market. They clearly define how they add value to their customers and use their identity to drive growth over the long-term. Look at how Wal-Mart (WMT) built a winning supply chain focused on four things: Aggressively managing vendors to keep prices low; analyzing sales data at the store level to understand what sells, what doesn't and where; superior logistics to get products to the stores seamlessly; and rigorous working-capital management. The company then faced the "problem" of maxing out at $250 billion in revenue. To fix it, they took a fresh look at what they already did well—their superior supply chain capability—and how they could refine it. For example, their analytics found that the items that sold at stores near freshwater were quite different than what sold at stores near saltwater. So they changed the assortment of products on the shelves to suit these geographies. Smart and targeted changes like these helped them grow revenues to more than $400 billion.
Don't wait for customers to tell you what they want—influence them
Instead of chasing growth by responding rapidly to what consumers say they want or need, change the game. Proactively create demand by getting out in front, shaping the wants and redefining the needs of your customers. Think about how brilliantly Ikea does this by focusing on how to make a better life for people, ultimately creating global demand for its affordable Scandinavian design. Ikea insists on managers conducting home visits to understand how people live at home, what challenges they're facing, and what frustrates them (like the tangles of wires that surround most people's TVs and DVD players). Their founder, Ingvar Kamprad, is also famous for having spent a lot of time in the store asking customers "how did we disappoint you today?" This privileged access to customers allows Ikea, like few other companies, to shape what their customers want and to redefine their needs.