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| Playing to win |
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The game of business is all about creating value: for your customers and for yourself. If you want to win, consider whether you can take charge of the rules… The core of succeeding in business is creating that value. As an Intrepreneur, you assist your customers in achieving their own success. You get to know not only your customers’ ambitions and corporate processes, but their customers as well. Throw in a good measure of creativity, and you’ll be able to deliver solutions that help them to reach their goals. And in all this, of course, you manage to keep an eye on your own profitability.
Business is a game, with rules that most players adhere to well. It is the cleverest player who finishes a winner. If a lot of companies play the game well, it is not so easy to achieve that success. It then becomes time to change the rules. In other words: set up your activities differently or come up with other, innovative solutions. This ‘changing the rules of the game’ and ‘creating value’ is easier said than done. So more and more organisations are developing activities to professionalise the role of marketing. For that matter, not only marketeers, but sales, R&D and production staff, to name but a few, are also ‘entrepreneurs’. They must work as a team and draw inspiration from market developments and manage to incorporate this into their own working methods in a creative manner.
One important skill an entrepreneur should have is the ability to visualise the future. The better you can picture what you want to achieve, the easier it will be to make choices and accept that certain actions must not be taken. This creates valuable transparency within the organisation.
Annina van Logtestijn–Heimovaara, partner at ICB management consultants. She supervises Cosun’s marketingcourses.<<< back
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