(This is the post associated with the November 2, 2015 ACBJ national column entitled, 13 Ways to Create New Insights Into Your Business)
Pixar consistently wins big because they “trust the process.” Same goes for Costco, Apple and Wegmans. We can now add the Royals to this elite community.
When Kansas City’s Eric Hosmer decided in the ninth inning of Game 5 to dash home on a ball hit to New York Mets’ third baseman David Wright – a move that normally would have ended with “Hoz” easily being thrown out at home plate – the Royals slugger trusted the process. Advanced scouting had yielded this observation: Mets first baseman Lucas Duda was below average at throwing the baseball, and that observation led to an insight that Hoz remembered from a meeting.
Royals’ coaches said, “If Duda has to throw in a critical situation, challenge his arm.”
When Wright threw over to Duda to get the batter running to first base, Hoz took off for home. Duda caught the ball, wielded toward home plate … and threw wide, missing his catcher by a mile. Hosmer scored the tying run, igniting a Royals rally that eventually game them their first World Championship in 30 years.
To be truly “insights-driven” and reap the associated high rewards, companies must have a formal process – like the one outlined in my column. Too often, leadership considers “capturing what others miss” as some type of mystic intangible, with no urgency or accountability or process in place to ensure positive, often game-changing outcomes.
What gets measured gets managed, and what gets managed gets done. What’s your insights process? Better question: How much is at risk because you’re company is NOT insights-driven? Not sure? Go ask Walmart how they feel about it.
By the way, if you’d still like to know how and why Amazon usurped Walmart, here are two excellent articles to whet your Demand Creation whistle. Enjoy!
- Walmart Plays Catch-Up With Amazon (New York Times)
- Amazon Posts An Unexpected Profit, and Its Shares Soar (New York Times)