Ask any Top 50 company Vice President- “What is the single most important
position in your organization?” and you will get one of three wrong answers:
The dashing, maverick company leader who dares to go against conventional
wisdom, braves uncharted waters with their crystal vision while sticking to their old
fashioned values.
And when times are good, this model can provide a stable business unless something happens. So for the Internet example, it could be that Google changes the algorithm and the website falls from the cherished number one position for the main keywords to position sixteen and traffic falls by 95% immediately. Usually our initiatives cause your business to behave unpredictably and as I explained in the beer game, sudden change can produce a series of difficulties, particularly when times are uncertain anyway.
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