Sometimes, we have wonderful aspirations. We desire to create a “blue ocean”of opportunity in our chosen fields. Most of the time, these aspirations are well intended but poorly executed. Allow me to expand.
I recently spoke to a manager of a substantial hospitality location in Toronto. He told me that he wanted to change the direction of the bar…to go into the quality beer experience field. Great, I thought…we need more of this. I went in there shortly after and found the total beer experience to be well…..underwhelming at the very best. There was no attention to detail - wrong beer in wrong glasses, no label facing forward, pouring techniques and on and on. So, then I left with the following thoughts: How badly does he want to make this change? How much effort is he willing to extend to create the mecca of beer?
Another example! I have consulted with several breweries who are fascinated with the product knowledge model of selling. They realize that by selling with knowledge is a massive competitive advantage. However, the shiny thing syndrome soon sets in. By that, I mean, volume objectives always take precedent over the L&D agenda and soon, the dream of leading the industry fades into another wasted scheme.
My point in all of this is simple. You need passion to be able to execute valiant dreams and desires. Saying you want something is not the same as making it happen. It is very difficult to change the direction of a company - you need to get the buy-in of everyone from the top to the bottom. Here’s where it gets even tougher….if there are people who don’t believe in your goals or can’t change their behaviour to reflect the new world, then it’s time for them to get out of the way.
Growth is always difficult…inevitable but difficult.
We can collectively change the face of the beer industry. We just have to have the passion.