In the 86th episode of Seinfeld, “The Opposite,” George decides every decision he has ever made has been wrong, and his life is exactly the opposite of what it should be as a result. Jerry, quite logically, suggests George do the opposite of what his instincts tell him, and heeding this advice, a series of positive events presents itself to George. In an interview with the New York Yankees, he ignores his instincts and criticizes the team’s management practices, ultimately landing him the job of assistant to the traveling secretary.
In a recent Wall Street Journal blog, Cesare R. Mainardi, CEO of Strategy&, formerly Booz & Co., suggests C-suiters can benefit from doing “the opposite” of most companies, much like George Costanza on the iconic sitcom.
Consider the following lessons leaders can do to avoid being like “most companies.”
1. Do what you do best, and only that. According to Mr. Mainardi, most companies get caught up on the perceived need to be constantly growing. They aim to pursue many different opportunities based on the direction of the market, hoping to expand growth by meeting various consumer demands. However, the most successful companies out there only prioritize the one thing they do best.
2. Use comparative analysis strategically. Most companies seek functional excellence by benchmarking everything possible. However, the most successful companies use comparative functions differently, according to Mr. Mainardi. Citing Apple’s approach to product design, Mr. Mainardi suggests companies that “connect the dots across silos by developing the complex multifunctional capabilities that fuel their competitive advantage” achieve the most effective functional analyses.
3. Be selective when cutting costs. Iconic companies — including Apple, IKEA, Haier, Natura and Toyota — never cut costs across the board, as most companies do, according to Mr. Mainardi. Instead, they cut back on things that don’t matter and invest more in what does.
4. Use culture as a tool. While most other companies attempt to control behavior and mold culture among employees, the most successful companies understand the benefits individuals lend to an organization’s culture. Those companies use these strengths to distinguish themselves, according to Mr. Mainardi.
5. Be proactive, not reactive. Many companies believe agility, and the ability to readily change direction to meet changing markets and consumer demands, is a recipe for success. Mr. Mainardi, however, suggests winning organizations don’t just react. Instead, they actively shape their own futures by redefining their capabilities and creating demand.
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