According to Branson's new approach to the recruitment of forced competition among international companies. They offer more and more technologically sophisticated products and services, improving their offer virtually every day. A slight upgrade of the product sold does not provide a competitive advantage so long. Innovations are needed, of which it had never dreamed anyone. For them, inter alia, based on its strategy for company 3M. The company expects that the most you can earn on what no one has ever sold. - We want our people to do things completely innovative - Livio DeSimone said in an interview Businessman Magazine.
This approach to development strategy requires an unusual style of work crew. Employees with a bias toward the traditional thinking, rozumujący based on the classical logic of cause and effect, are not able to generate enough good ideas. That is why Richard Branson hires people based on only one criterion - just talking with candidates and assess whether he likes it or not. Decide based on their own impression. In this way he manages to create teams of people with very unusual educational background and past, believe in none of the stereotypes and limitations. When these groups are working, first considering a goal far beyond the conventional image. Only then analyze the path to it. This established, among others Virgin Atlantic.
the highly competitive airline market giants, Branson has created an entirely new line. It was created based on a simple principle: to offer the highest quality service for the lowest prices. Except that under the normal rules of management of these contradictions can not be reconciled. But Branson has prices much lower than major competitors - British Airways, Lufthansa and SAS. But the economy class passengers have a TV in every seat and Business Class can order a free massage. - Tell Richard that something is impossible, and not divert him from realizing this - explained the reasons for the success of the carrier David Tait, head of the U.S. branch of the company in an interview with a reporter Business & Strategy.
- Secret workers, who make seemingly impossible things, lies in simplicity - Marcus Orlovsky believes. - They just do not care what the consultants tell the difference, but they can bring the problem to be really necessary, basic elements and then solve it.
While rebuilding the City of London Orlovsky'ego people worked in this way. Instead of listening to experts who piętrzyli problems, they decided to do things his way. They began to work in elementary, childish way. Drew up a list of tasks that had to be done to achieve the goal. Then spread out each of these tasks at the most fundamental factors. Then he found the order of work on them. Once you know the time limits, they in turn outsource tasks outside specialists. They gave the entire project implementation, which may seem overwhelming. Ordered any external small task, and we coordinate the whole. With 2.5 billion pounds from investors interested in the activity in the rebuilt city could afford it. - have done in the simplest and most obvious - says Orlovsky. - Nobody it had not fallen, because nobody thought so complicated that task may be so elementary.
Likewise, the simplicity speaks Johansen. - One of the first of Martin Group have been smoke-producing machinery in the discos - says the founder of the company. - came into touch with this product in a store. It weighed an awful lot. I bought it, stripped for parts and it turned out that the inside is just junk. Half of the parts meet the unnecessary features. Home-built so three times lighter and simpler machine with ... the coffee machine. It turned out that that the shop and my work as well. So we started to mass produce these devices and send to the United States.
Martin Group was not yet at that time money on advertising. People Johansen fell so in a completely contradictory manner. They booked the most expensive in the best magazines. Then he delivered a controversial ad, hoping that the editors did not agree to publish them. In the pictures shown was the advertising model, which can escape from between the thighs smoke. After the bottom of the inscription: Only God gives better hell.
ads were rejected, but the message Chapters newspaper ads quickly got to journalists. You began to apply for interviews with Johansen. And he did not refuse to provide a publicity. At the same time Martin Group mad strategists prepared a trap for U.S. competitors. They expected that, much more powerful producers take retaliatory action when they realize that Martin sells its products by 300 percent. cheaper than they are.
Johansen met with journalists so only in private. Persuaded them that they could just sell their products cheaply, because the last two years the Danish government subsidizes two thirds of the exports of machinery. However, they asked for discretion and maintain this information for yourself.
Rumor quickly went to the competition, which ... began to urge their clients not to buy artificially subsidized products. Those learning that low price is not related to poor quality, they do exactly the opposite. Surprised that U.S. producers no longer take any action. They recognized that when, after two years, finished the Danish grant, Johansen himself withdrawn from the market. Not so focused on streamlining its products, Johansen and grow in strength. - And employees matched normal way I would plan such a scenario? - Johansen smiles. - If you want to win, hire insane.
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