Business As Unusual
To get ahead in the modern marketplace, be open to its offerings.
Retailers carry a reputation for being forward thinking. I'm sure it's no surprise, then, to hear the once-predictable rules and models for corporate performance are largely a thing of the past.
In fact, there are no rules in the modern marketplace. Consumers are in control and geographic barriers are fluid. Talent trumps conformity, ideas trump knowledge, and the competitive playing field has leveled and expanded as a result. It's actually kind of chaotic.
That forward thinking should come in handy, because there's no looking back. These days, to stay relevant with consumers and compete in this new world, you can't rely on tradition. You need to put yourself in the middle of the mayhem, where different perspectives, generations, cultures and technologies collide for the co-creation of value and innovation.
Frans Johannson, author and CEO of The Medici Group in New York, argues traditional strategy, planning and analysis simply no longer guarantee strong performance in today's fast-paced, unpredictable market. Speaking to professionals around the country, Johannson explains that "intersections" — places where ideas from different fields and cultures meet and collide — are where extraordinary innovations ignite.
At PMA, we witness this phenomenon unfold at leadership programs and industry conferences. An intersection emerges each year at the Fresh Summit International Convention and Exposition, for example. It's a junction where varied disciplines, cultures and all segments of the supply chain cross to fuel innovation and leadership through discussions on food safety, technology, increasing consumption and global trade. It's a place where a sustainable edge is gained through participation in, and exposure to, ideas and opportunities that possess the power to catch fire.
The more you become part of the exchange happening via social media, at industry meetings, in professional development settings and even in the produce department, the more you can disrupt traditional patterns of thinking and be introduced to new ideas right for your company's goals and strategies.
Whether it's connecting with supply chain partners or connecting with shoppers, good business leads with conversations, sharing experiences, having a presence, and building relationships and reputations. These fundamentals are the building blocks of innovation that can help you adapt to adversity and differentiate amid a marketplace that increasingly knows no limits.
Speaking of innovation, we should take a lesson from graffiti artist and entrepreneur Erik Wahl. After an eight-year career as a partner in a corporate firm. Wahl seized the opportunity to combine his worlds of graffiti art and business to differentiate himself as a keynote speaker and businessman who now encourages business professionals to rediscover their own inner artists as a path to innovation.
The fact is, these days it's business as unusual. How prepared are you to adapt and change the game? Start by being mindful of opportunities to place yourself at the intersection of diversity. Seek opportunities to engage the perspectives of your global peers and connect with the entire supply chain as well as consumers. Get to know younger generations, such as those aligned with the PMA Foundation for Industry Talent, who already have an eye on produce careers, and embrace their new ways of doing business. Read one of Johannson's books and view one of Wahl's talks on YouTube. Better yet, come hear them both speak at this year's Fresh Summit in October.
Kori Tuggle is director of marketing and business development for Castroville, Calif.-based Ocean Mist Farms and one of the founders of its Artichoke Aficionado Club.
"How prepared are you to adapt and change the game?