Do you manage like a train engineer or an aircraft pilot?
The engineer runs his business as if it were a locomotive. He gets the business onto the right track, fuel the engine, watch out for crossings, and prepare to arrive at the next station.
The pilot, without rails to guide direction, constantly monitors her surrounding and gauges. Flight direction is constantly affected by external forces. Small adjustments to the controls are made to compensate and keep the aircraft on target.
Pssst! The opening was a trick question. The pilot's got the right idea.
Situational Awareness
One of the first lessons they teach student pilots is to constantly ask themselves, "Where am I? What's going on around me?" This situational analysis loop allows the pilot to stay on course to their final destination by making necessary small adjustments.
The low-energy, repeated monitoring can also keep you on course at your business.
For Your Brand, Company, Products/Services
On a macro level, you should be monitoring your company, competition and the industry.
- Where are you now?
- Where are you going?
- What is going on around you?
- Where is your competition?
- What's happening in the industry?
- What is the latest information on your product/service category?
- What is the latest in your product/service research?
For Your Programs, and Promotions
On a micro level, you should be monitoring your programs and promotions.
- Are you meeting your goals?
- Do your customers "get it"?
- Do you need to extend the program? Conclude it sooner?
- Are you getting the participation you expected?
Manage Small Issues, Not Problems
One of the best methods for solving problems is to not let them happen. Problem first start as small issues. By acting as a pilot does - constantly monitoring the situation---you can make small adjustments, react, and fix small issues.
