Throughout my leadership career, I have always been mindful that great teams deliver great results, provided they are given the tools and resources to create the future. Unfortunately, few organizations either meet this challenge or can sustain it over the long term. Along the way, they often lose the magic that once drove the continuous building of a brand and its future.
Some have argued that organizations face many social, political, economic, technological, and environmental challenges that hinder their success. While it is true that these challenges exist, they only become insurmountable if organizations do not pay attention to the external environment, which happens to be the future knocking. These challenges are, in essence, cyclical obstacles that, while daunting, can be navigated. The key lies in being on the creative side of the equation. When a brand and its leadership embrace change and innovation, survival and success are achievable.
The chart below illustrates this concept clearly. Despite the numerous challenges businesses have faced throughout history, opportunities for growth and innovation have continually emerged. These opportunities often lead to significant consumer adoption of new products and technologies. The only entities that fail to seize these opportunities are businesses and their leaders who resist change, clinging to outdated models and practices.
As the chart highlights, major consumer product adoptions have coincided with various economic and societal challenges, yet they have thrived because they meet consumers’ evolving needs and desires. Whether it was the introduction of refrigerators and radios in the 1930s or the rise of AI products and electric vehicles in the 2020s, those who embraced these changes capitalized on them.
In contrast, businesses that fought against these waves of change often found themselves left behind, unable to compete in a rapidly evolving marketplace. This is a clear reminder that the refusal to adapt is often the real cause of business failure. Success lies in recognizing that change is not a threat but an opportunity to create, innovate, and lead.
For any brand to be present in the future, it has to be viable in the present. Yes, they need a vision and need to be great at making the right strategic choices, in addition to being flawless at operational execution, which means attention to every detail. And the most important lesson I learned leading successful brands was that people make all the difference. That’s why in my 2019 book ‘The Great Transition: The Emergence of Unconventional Leadership,” I provided this formula:
(Culture +Talent) x (Strategy + Operational Execution) = A Defendable Brand.
A Defendable Brand is strong and viable because it just doesn’t embrace the future; it creates the future and understands that the present is only a temporary moment in the brand’s journey.
The purpose of this chart was to validate my understanding of business. Are the things that we point to as obstacles really that, or are they just excuses not to act because we fear change and risks? I will let you answer that. I came to my conclusion a long time ago.
CEO | MBA | Author | Advisor | Speaker | Business Visionary
George Minakakis is a Thought Leader and Keynote Speaker. His experience leading, developing, and reviving global brands make him a sought-after Executive Advisor.
