Many companies have the tendency to take themselves too seriously. They often make things complex because they believe that by adding complexity to their offering, they will be able to better differentiate themselves from their competitors. They shouldn’t! They’d better differentiate by simplifying their proposition (or their offering) in a relevant way. And that is exactly where we can help.
Companies usually know what they do. They are experts in making products or creating services. They know whom their customers are or could be. And they know their competitors. In other words, they know their business.
Most often this is where the comfort zone stops and where we come in. We can support you and look with fresh eyes to your existing business model, help you discover complementary ways of growing the business or find totally different ways of adapting your business to the changing rules of the market game. We offer business model innovation and disruptive innovation tracks.
We help companies discover and finetune their true identity and stimulate them to walk the talk from within, top down and bottom up. We, therefore, start with mapping the soul and the DNA of your company. Your reason for being, why you do what you do, the purpose, your societal relevance, etc … Because that is what your customers are really looking for: a reason they can believe in, a reason that perfectly well fits their own purposes, needs or beliefs. The products or services they may buy, only come later. Once they believe in you. Once they trust you.
To determine the essence of your brand, to determine what really matters to your customers, we always start with mapping what your company means and what it should mean to your customers. We outline how we can differentiate your company from competitors in a unique and relevant way, and how to communicate about that, how to set up the dialogue…. We can create the story from the bone structure to the deliverables. Whatever suits you best.
In addition, to fine-tuning your brand proposition, we also like to challenge you to change the current rules of the game in your market. Why? Simply to discover new business you didn’t think of before (e.g. a new niche, new customer, new channel).
No need to say that everyone in business dreams of finding a disruptive new business model one day, and see the sales figures of the company soar. When you are a medium-sized or larger company, however, it is not easy to reinvent yourself because there are so many agile start-ups that are challenging your industry with great disruptive ideas.
Will you be able to stay among the dominant players by just continuing business as usual? Or will you wait until a crisis strikes? This is what most people do: continue business as usual and wait until something happens. And when hit by a crisis, they become more creative and more innovative. They take risks because apparently there is nothing to lose. Unfortunately, for many companies, actions in crisis times often come too late.
Create a crisis yourself
A more rewarding strategy than just waiting until a crisis hits you is to create a crisis yourself by looking for new opportunities. Opportunities no one else in your market had thought of so far. But how do you do that?
Dare to be different
Good, better, best is not necessarily what keeps you ahead of others. Many companies innovate in terms of products or technology. They focus on making better products and faster technologies and thus believe themselves to be highly innovative. Sometimes their products or technology become so superior that there is no realistic use for the added features. It becomes even worse when new entrants in the market, which usually are smaller and more agile, offer cheaper alternatives that are good enough to do the job. By doing so, product and technology innovators often price themselves out of the market, which is to be avoided.
At Galland we offer the tools and the methodology for CEO’s and managers who want to question and challenge their business model and find the hidden potential that could change the rules of the game in their market.
Our approach is very pragmatic:
1. We start from your current business model.
Together we make sure that everyone who participates in the strategic innovation process starts with the same understanding of the concept and the principles that will be discussed and challenged during the process.
2. We evaluate how you create and capture value.
Because value creation and value capturing is the essence of any business model, we offer a mental framework to look at your own business model and explore new or additional opportunities for value creation. These are typically opportunities you did not detect so far because the energy of a company traditionally goes rather into doing things better or faster, than into doing things differently.
You will be challenged to question and scrutinise your business model in a hands-on and realistic way, and you will get the chance to check the value creation potential of new and visionary ideas.
3. Your customers are your reason for being.
Your present and future customers are the sole reason why you want to create value. Therefore, together with you, we will review your present and future value propositions in a customer-centric way and reflect on questions such as:
– What value proposition do you have to satisfy your customers’ needs?
– What value might they be longing for without realising this today?
– Are there emerging trends that could be valuable for your products and services?
– Are your processes and systems adequate to cope with future perspectives?
4. We do not spend much time on the usual suspects.
It may come as a surprise, but we are not really interested in the business models of your main competitors. Why? Because these guys are in the same business as you are. Hence, they usually have the same problems, challenges and issues as you have. And you most probably have already spent time enough at them in your process of making things better, faster and cheaper, right?
5. Instead, we look outside your market or industry.
Why? Because players in adjacent or different markets may have a business model, a method or principles that can also work in your industry and that can offer an alternative or a breakthrough for your business.
A totally different way of looking at innovation and creating value that makes you relevantly stand out from the crowd in a sustainable way.