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170 T H E A P P L I C A T I O N O F E X P E R T I N T U I T I O N
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Then we use our checklist for interviews with industry participants and observers. Porter s appendix gives plenty of tips for interview research too. But remember, Porter is showing you how to analyze your own industry. Yet both activities to emulate and your own future strategy can fall wide of your current industry. Ray Kroc was in the restaurant equipment industry; when he discovered McDonalds, he leapt into restaurant operation. Wilbur Marriott was in restaurant operation. When he discovered restaurant number 8 s airport trade, he leapt into airline catering. When DuPont looked at other companies that it might imitate, the first industry it studied was publishing. And a what-works scan need not be the massive task that Porter charts out for competitive research. A lighter touch saves time and money, and also gives top executives a more direct view of the scene. With a comprehensive industry study, top executives probably will not have time to read more than the conclusions and recommendations. With a what-works scan, they can go through the whole thing and pick out what strikes their eye. In Strategic Leadership, Finkelstein and Hambrick once again tell us what top executives actually do in this regard.19 Some expend great effort reading formal reports from external consultants and research organizations, but most just scan these reports as best they can. Research shows that executives don t have time to read everything, and they don t absorb everything equally. They filter information, consciously or unconsciously, in order to save time: Strategists only see a portion of what they are watching, and they hear only a portion of what they are listening to. Steven Jobs is a very busy man. Do you give him a thick report analyzing the computing industry, or do you tell him that Xerox has a graphical user interface that he might want to look at To do a what-works scan: Read published reports and conduct interviews in search of striking achievements in your industry. Include competitors, suppliers, major customers, new entrants, and substitutes in your scan.
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Look also at other industries that have any features similar to yours or that your expertise might lead you into. Make your report short and vivid just describe what you did, what you found to be of value, and why what you found deserves a closer look.
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Stephen Mitchell is a modern translator of the Tao Te Ching, the founding text of philosophical Taoism. Mitchell says that many people mistakenly think that its author, Lao Tzu, was a hermit or a dropout from society. He thinks that this misperception might come from Lao Tzu s insistence on wei wu wei, which means doing-not-doing. You might think that s passivity. But to Mitchell, Nothing could be further from the truth. 20 To explain, Mitchell cites this verse from the Tao Te Ching:
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Less and less do you need to force things Until finally you arrive at non-action When nothing is done Nothing is left undone
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Mitchell points to t ai chi and aikido as powerful examples of wei wu wei in action. T ai chi is an exercise routine, whereas aikido is a martial art a weapon. In On War, von Clausewitz describes the same thing for the military strategist: There is only one cause which can suspend the action . . . which is, that he waits for a more favorable moment for action. So when you wait for the right moment, the right action, you are doing everything, not nothing. Wei wu wei is another angle on von Clausewitz s presence of mind, where you expect the unexpected. Yet wei wu wei feels even more active. Instead of waiting, you re doing. And von Clausewitz offered no help in developing your presence of mind, whereas Tao and its younger cousin, Zen, offer a world of theory, practice, and expert advisers for wei wu wei. Some guides apply Tao and Zen directly to business, like The Tao at Work, by Stanley Herman, and Zen at Work, by Les Kaye.21
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