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they start to get concerned about that next quarter. They want to make sure that their options stay healthy, so they are quick to cut corners or not make a longterm decision that is good for the business but could take several cents off earnings. They read the papers. You miss your earnings estimate by a few pennies and Wall Street will take your stock down 20 percent. That could put those options underwater and create an army of employees with very long faces. A client of mine who is in the pizza business reported just such an example of short-term versus long-term thinking. One of his people had come across a new flour-milling system that dramatically improved the dough-making process. The people in charge hung back from quickly spending the money on what the owner thought was the right thing to do. The reason for the delay was that the costs would affect quarterly earnings estimates. As he put it, My people were robbing from Peter (quality improvement) to pay Paul (Wall Street). Needless to say, he s trying to get away from the options method of paying his people.
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Another thing that happens to CEOs when they miss their brave but unrealistic goals is that their ego takes a hit at the same time that their stock takes a hit. With all
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the financial news reporting out there, Wall Street s devaluing of a stock puts the CEO in the glaring light of bad publicity. Suddenly, everyone is writing stories about this CEO and how he missed his numbers. One day Carly Fiorina was a hero at HewlettPackard. The next day, people were writing about her overambitious targets and how she was losing her credibility with Wall Street. If you re thick of skin, it s no big deal. But guess who reads those same articles The board of directors and your employees. Taking a public hit like that erodes your reputation and wears on you. It makes you cautious, which isn t always such a good thing. (We know what happened to Carly.) Think how a general would feel if he started getting negative press right in the middle of a campaign. It certainly wouldn t encourage much more boldness on his part. That, in turn, could turn out to be a big plus for the enemy. But enough about Wall Street.
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One of the better evolution strategies is to come up with the latest or next generation of product in a category. The iPod s digital music strategy wiped out the Walkman, much to Sony s embarrassment. It was truly the next generation of portable music.
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But the latest doesn t always work, and there are some pitfalls in the next-generation game that you must avoid at all costs. If you don t, you could have real problems. Here s an outline of what to avoid. Don t solve a nonexistent problem. Your nextgeneration product must solve a real problem, not one that s unimportant. Dow Chemical introduced Dowtherm 209, a new antifreeze coolant that was billed as doing no harm if it leaked into the crankcase. (By the way, it cost twice as much as old-generation coolants.) The trouble was that conventional coolants hardly ever leaked into the engine. Why pay twice as much to solve a nonexistent problem Most people didn t. Don t mess with tradition. There are real problems that people don t want solved. They like the oldfashioned way. Nothing is as traditional as eating unshelled peanuts at the ballpark. Unfortunately, everyone is up to his ankles in shells by the end of the game. To avoid the shell mess, Harry M. Stevens introduced preshelled peanuts in cellophane packages. People were outraged. Sales fell; complaints rose. Back to walking on shells. It must be better. Why go for the next thing if it isn t a better thing The U.S. mint brought out the
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