"Find the Language"
After his years of founding and running companies, James shared with me that he sees his primary job as CEO and founder to be to "find the language" that clearly articulates what his companies are trying to accomplish. He believes this because finding the language is at the heart of understanding what a company truly is.
Boy, do we agree! As you know if you have read this blog in the past, we believe that "words matter". The process of coming up with the simple, "High Concept" that fundamentally explains why a company is important is critical to the process of creating a successful business.
I was excited when James expressed his viewpoint. In addition to being very strategic, his years of experience have also led James to be very practical: there's no point in having a company that represents an elegant concept if it isn't a good business (I am putting words in his mouth but I think this explains his viewpoint).
This perspective is important to us because we see WAY too many companies that believe they need to choose EITHER thoughtful positioning OR a good business. We believe that good positioning is all about how you can be most successful.
When we met, James further explained that the process of finding the right language can be stage-related: the first stage is find the right specific thing that a company does well right now; and then, over the longer term, broaden that out as the vision and mission of the company broadens. More of James' practical view of the world.
Thank you, James, for helping us think clearly as well!