Author: Karthik Suresh

The writer Lee Child and businessman Sir Hugh Sykes were interviewed during the Off the Shelf Festival of Words in Sheffield.

They do two seemingly different things – one writes the Reacher novels, sitting down on the 1st of September and writing a book by March. He reads 300 books a year.

The other has bought 20-30 companies over the course of his career, which started by becoming the CFO of a FTSE 500 company in his 20s, and attributes his success to hard work and a good dose of luck.

Two things in particular stood out for me.

Hugh described how he learned to use money to build things. It was a simple process that he picked up from Jim Slater.

Buy a company. Improve it and add value. Float it on the stock market. Use the shares with increased value to buy another company. Rinse and repeat.

It’s simple, he said, but not easy.

This echoes a favourite saying of Warren Buffett. The principles of investing are simple, but that doesn’t mean it’s easy. Your worst enemy is yourself sometimes, and the emotions – the fear and greed that drives decision making.

Hugh also said that when you put your mind to it, it’s amazing what you can do and he found that very few problems were truly insuperable.

One final point – business planning once again is simple. Where do you want to go – what’s your objective? How are you going to get there? What do you need – what are the resources?

Answer those three questions and you are on your way.

Lee Child, on the other hand, got into writing after he lost his job in the TV industry doing something very specialised. The skills weren’t transferable, and he had to learn to write again.

He once had Reacher say “I tried it their way. Now I’m going to do it my way”. And that served as a guide for him as well.

When he started writing, he didn’t plan out the next 22 years and books. Instead, he started to explore through his writing and the character and story emerged.

An interesting observation he made was that sometimes people look down on mass-market fiction, thinking that somehow it is less literary and so less important or easier.

He pointed out, however, that only a few people buy Rolls Royces, so you can create a custom product for them, and someone will buy it.

A mass-market car has to appeal to many more people, and so is actually harder to put together in a way that is successful.

This has parallels in business – it’s easy to create a niche product that a specific group want, and often that’s the way to get started.

To build a big business with a wide market, however, is a much bigger challenge.

Easy reading requires hard writing.

Two lessons that I took:

1. Niche is easy. Mass is hard.
2. Simple does not mean easy.

The Internet has grown up.

We are now always on, always connected. And this means there are some interesting things that are changing about the way in which we connect.

Almost 90% of people have a phone close to them, day or night. Over two-thirds check their phones within 15 minutes of waking up. We spend nearly three hours on our phones a day.

But each session – the time between opening and closing the phone – lasts just over a minute.

So, what’s going on?

What’s happening is that there are hundreds of moments when we get our phone out and use it. From a quick text, dropping an email back, checking who that actor is during a programme, finding the closest petrol station, and so on.

We’re constantly getting our phones out, checking something and then moving on.

In 2015, Google came out with a name for these instances of time – calling them Micro-Moments.

They argued that interactions with customers are moving from “sessions to spurts” – hundreds of small, individual moments that lead up to making a decision.

They suggested that moments that matter – the key ones for anyone using the internet to interact with someone else – occur when three things intersect:

1. Intent: The “I want to…” that triggers the impulse to act.
2. Immediacy: What’s the quickest way – usually getting out the mobile phone.

3: Context: What am I searching for – and when might I do it?

Understanding which moments result at the intersection of these three things can guide you in creating resources that help.

As a marketer, the implications are obvious – you need to understand what someone wants or needs, and realize that they are going to open their phone and run a search. In addition, people usually want to know something, go somewhere, do something or buy something.

If you want to be in the game, you need to turn up in those search results, provide useful information and do it quickly – otherwise they will move on somewhere else.

This means that users are driven more by how relevant the information is that turns up than the brand or people providing related information.

This also matters, however, if you’re trying to organize knowledge and information across a business so you can work more effectively.

Where can you find the latest guidance on something? Where is the latest version of that model? Which presentation should you work from?

Organizations can now design internal information systems structured like the Internet does things. Instead of files in folders, you can have a collection of resources that people search when they need something.

You still need to be able to come up with useful and relevant material quickly that will help your teams function more effectively.

People act on information. How you give them that information will increasingly make the difference between succeeding and failing.

The world is full of conflict.

The word conflict can be used to describe visible events – like war or a battle, an internal struggle – like one where someone is torn between principles, or the interplay and opposition between individuals.

But what causes this conflict in the first place? For example, why is it possible for two leaders in an organization to differ bitterly over what they should do and how they should work together?

The thing that is probably causing this is a mismatch between their worldviews.

A worldview is how someone sees things. It takes into account their knowledge, upbringing, language, philosophy, emotions and so on and fuses them into a lens through which a person sees and interprets what is happening around them.

The mistake many people make is thinking that they can change someone’s worldview.

To do so would require completely reprogramming them – starting with their language.

For example, you may have been at a party where someone from another culture said “Pass the salt”, instead of “Pass the salt, please”.

You might have been a little put out by the first statement and thought the person as a little rude.

The problem, however, is that some languages have respect baked in, while others, such as English, need you to add respect with an additional word like “please”.

Unless you interpret the sentence you are hearing using the language that the person who is speaking is most familiar with, you are likely to get it wrong.

So, if you can’t change their point of view, what can you do?

The answer (cutting out a long of theory) is that you have to come to an accommodation.

An accommodation is a compromise – something you can both live with. Not a situation where one wins and the other loses – but a situation that both of you can say is acceptable.

It also helps to make an effort to see why the other person has a particular worldview. Leo Apostel writes that there are six things that make up a worldview:

1. Explanation: A worldview can explain what is happening around you now.
2. Futurology: It can describe possible futures and what might happen.
3. Values / Ethics: It gives you answers to the question “What should you do?”.
4. Theory of action: It tells you how to act in order to reach your goals.
5. Theory of knowledge: It helps you tell true from false.
6. Origin theory: It tells you where it came from – how it was created.

It isn’t hard to look at some religious worldviews and see how conflict between religions can emerge from how its followers answer these six questions.

But this remains true for cultures, communities and businesses – worldviews are likely to be in play everywhere people interact.

One approach to creating harmony is by applying the Golden Rule: Do unto others as you would have them do unto you.

But there is an even better rule – The Platinum Rule.

The Platinum Rule says: Do unto others as they would have you do unto them.

Modern business is usually pretty lean. Investment capital is scarce, costs need to come down all the time and the budget for innovation is minimal.

In this environment, how do you decide what to do – where to put your money and how to develop an opportunity?

A misspelling of the word strategy as startegy may provide an insight.

STARTegy as a word does not appear to be widely used, so it might be helpful to appropriate it to describe what we need to do when we get started on a new opportunity.

Most business opportunities, whether inside organisations or as a new start-up can be seen as projects. The objective of the project is to figure out a new source of revenue.

Most people are familiar with the Business Model canvas, proposed by Alexander Osterwalder. This is now almost a standard model to use when thinking through what your business is going to do and consists of 9 areas:

1. Value proposition: In essence – what are you going to do or offer?
2. Customer segments: What is your market segment and the kinds of customers you are going after?
3. Key partners: Who are the people who can help you get to those customers?
4. Customer relationships: Who, precisely, are you going to approach?
5. Channels: How, precisely, are you going to get to talk to them?
6. Key activities: What do you need to do in your business?
7. Key resources: What things do you need – money, people, technology?
8. Cost structure: What is it going to cost to deliver your product?
9. Revenue streams: How are you going to make money?

This is a good start and helps you check that you have covered all the basic points needed for an internal or external project, especially if you need investment.

But, to put a STARTegy in place, you need more than just a business model.

A business model is a nice, neat, boxy thing that gives you an impression of precision and rationality.

But, the real world is messy and unpredictable.

The way in which we make sense of the real world is through story – through a narrative that helps us make sense of what we see in the world.

So, the next part of the STARTegy model is the story – the beginning, the middle and the end of a coherent narrative that helps people see what you see.

The story you tell will be told, retold, changed, bits taken away, bits added – and over time you will come up with one that is a good one.

But that still isn’t enough.

The capstone of the STARTegy model is making sure that what you have provides sustainable competitive advantage.

There is no point having a great idea for a business if an existing player can simply come along and do what you do pretty quickly and wipe out your market share.

You can avoid this by asking yourself four questions.

1. Does what you do have value? Do you have something here that really makes a difference – increases revenue, cuts costs, saves time or saves effort?
2. Is what you do rare? Is it hard to find an alternative to the product or service you provide?
3. Is what you do inimitable? Is it difficult to copy or recreate what you do?
4. Do you have an organisation? Do you have, or can you put in place, an organisational structure that can deliver your product or service?

If your answer to these four questions is yes, then you improve your chances of having something can compete and grow or take market share.

In conclusion, the STARTegy model suggests that you need three things to make an internal or external project successful:

1. Have a clear business model.
2. Tell a good story.
3. Make sure you have a source of sustainable competitive advantage.