The anatomy of a dinosaur business


anatomy of a dinosaur business right brain thinking

The meteor that will wipe out dinosaur thinking in today’s world has already hit. And just like the crisis that befell the dinosaurs 60 million years ago, whatever it was, it didn’t wipe them all out overnight. There was an extinction phase during which a few species waddled on before finally becoming extinct and known only to us in the fossil record.

We are living in a new extinction phase now. How can we survive and thrive in this rapidly changing landscape? How can we stand out, add more value, cope with different expectations and be remarkable?

To survive, our creativity needs to be unlocked and applied in new and challenging ways. Only the agile and the warm-blooded innovators will make it. Those that are inflexible and dogmatic will not. We all need to step out of the imagined boundaries that keep us small and embrace our true creative potential.

But what is a dinosaur business? Here are the main characteristics shared by both the extinct giant reptiles and the soon-to-be-extinct businesses:

Dinosaur businesses are:

Designed to perform only one task, to hunt in one particular way.

They’ll never be able to truly embrace social media, new technology, relationship marketing and selling.

Lack of vision: Unable to see the big picture.

They may have great systems, but the constituent parts don’t always work as a coherent whole, all working together for a common aim. There’s no inspiring vision or direction. They’re focused solely on the bottom line, never looking up to see how their purpose may need to change.

Low I.Q. due to small nerve centre.

Decisions are made by a small group of people, usually all the same type of people from the same type of background who come up with the same ideas. They don’t seem able to inspire ideas from the rest of the workforce, let alone trust and implement any of them.

Cannot hear advice and unable to process and respond quickly to new information.

With operation systems being so inflexible and out-of-date, they’re unable to make changes due to new data, cultural changes, economic changes, market or attitude changes.

Incapable of manipulating situations and people in a delicate and personal manner.

They can’t inspire people to do their best, don’t share in a vision and treat people as a ‘resource’ that is nameless, stripping people of their personality and individuality. In return they get a bland workforce who work to live rather than live to work and couldn’t care less about the business, watching the clock to see when they can get away to do something worthwhile.

Needs to consume a lot of resources just to stay alive.

They’re so heavily loaded with personnel, buildings and plant that it takes a fortune just to keep the doors open. They probably waste a lot of resources too. Lean is not a word they have heard of.

Slow moving.  Unable to change direction quickly.

The momentum of their operations is so old fashioned and set in stone that they struggle to modify anything even when they see the need to.

Can’t regulate internal temperature, not totally self governing. Reliant on external bodies.

They’re often reliant on banks, investors and shareholders who can limit their movement and changes. Often a change in a law can throw a massive spanner in the works.

Powerful and strong but ungainly and cannot function without causing damage to the environment.

From massive energy usage, having to heat and cool large offices, fuel for large fleets of vehicles, unnecessary round the world shipping right down to departmental waste and individuals not caring about spend, they waste resources and create massive environmental footprints.

Cold bloodied, lack of care or compassion

From the extremes of environmental pollution and slave labour to careless health and safety measures, they caee about the bottom line over and above everything else, including people and communities (and often the law).

Cannot function without being destructive and competitive. The only strategy is to attack and consume.

Collaborate and share are words they don’t recognise. Their purpose is the be the last one standing and don’t care who or what get’s in their way. It’s war.

Don't tell the dinosaurs - right brain marketing for business

You may think those attributes are found only in massive and long established businesses. But you have a think. Do any of them apply to you too? If so, shake off the dinosaur and embrace the quick thinking vitality of the creatures that will very soon inherit the Earth, making it a better place in the process.

If you’re in a business, you might like to take a look at this masterclass about this topic, available as in-house training as well as for CEO groups.

Ayd works with people and businesses to explore and unlock their creative ideas in ways they may never have thought possible, to inspire innovation.

Book Ayd to deliver an innovation workshop in your business or CEO group or to speak about the Power of ‘What If?’ and Inspiration for Innovation at your conference.

For more interesting info see: www.aydinstone.com

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