Business Speaker Roger Martin: Most Companies Don't Prepare for the Future
While the market may indeed be uncertain, Martin says that it is always uncertain—so using that excuse for not charting a company's course is unacceptable. All of the actions each employee does on a daily basis within an organization are specifically targeted toward a broader corporate strategy. But those decisions could be more beneficial if they were incorporated into a long-term plan. Further, he says that companies that make a point to strategize for the future tend to not become blindsided when a competitor does something unexpected. This is because they have a sound understanding of the direction they are heading and have allowed provisions in their business plan to accommodate unexpected occurrences. And if they are caught off guard by a competitor's actions or a sudden shift in their industry, they are better equipped to assess where they went wrong and re-evaluate how to move forward.
Martin is a leading voice in the business world and held the esteemed position of Dean at The Rotman School of Management at the University of Toronto for 14 years (choosing recently to leave his post to pursue other opportunities). He is the author of Fixing The Game and The Opposable Mind and was named as one of the Top Ten Business School Teachers in the World by Business Week. His innovative approach to industry and business are explored in his lectures and popular keynote speeches, where he teaches audiences to strengthen their integrative thinking skills.