To Pivot or Start from Scratch?

This missive might appear confusing on the surface...but, it really isn't. And, it reflects what I've been saying in one way, shape or form for over a decade, well before the 'VID changed our world.

Simon Sinek (Start with Why and Leaders Eat Last) was recently quoted in The Drum saying that we all need to think as start-ups:

“The companies that are struggling to pivot are trying to do what they’ve always done in this environment. The companies that are doing a good job of pivoting are saying: ‘OK, throw the old playbook out and let’s pretend we’re a startup. How would we start up our business today?’"

So, I've gone on record over the past few months encouraging DMOs to not toss their Strategic Plans and start-over in the face of staggering financial losses. I've also suggested that DMOs should start from scratch. So, which is it?

Both. 

Let's start with doubling down on your Strategic Plan. As a Strategic Plan is the Board's action plan, most of the goals and objectives that are likely in that Plan are still relevant. Community Outreach, Diversifying Revenue Streams and Advocating for Sense of Place projects are quite possibly more important than ever for your Board of Directors.

On the other side of the coin, Professional Staff needs to take a serious look at starting over and act like a start-up. Asking why the DMO is structured like it is and, knowing what we know now, are certain markets or tactics still appropriate? I know that, if given the opportunity, I'd be asking "why" a lot. And, as Gabe Seder suggested at the Annual Convention of Destinations International, I'd be drilling down on "who benefits?"

I'm pretty sure my DMO would look like the start-up that Simon suggests...and, we'll have some suggestions on how that might happen in the coming days. 

Stay Tuned.

 

Comments

[Peter Levy]

Great post Bill, I got called out in a presentation not long ago for saying my company was a start up. Someone said, I thought you guys had been around more than 20 years, I told them we had but every business needs to act like a start up! So true to keep perspective on the world. Thanks for the post.