Commitment to Action


Understanding the marketing concept is one thing; following through with the commitment to make tough decisions is quite another. Many companies stumble badly here. Companies with a superior marketing effort, on the other hand, repeatedly demonstrate their commitment to follow the marketing concept by their willingness to require cooperation from all functions, to invest for long-term goals, and to face up to deficiencies in product, price, or service.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Stumbling on Leadership


Using today’s methods of managing the technical development process, the most important decision top management makes on a new product is the selection of the group leader. The second most important decision is to stay out of the way and let the leader lead.

But who is a leader? Or, better, who will develop into a leader? The person has a non-authoritative position; that is, a leader has no line authority over such co-workers as peers, peers’ subordinates, temporary employees, vendors (subcontractors, suppliers), customers, and bosses. The leader leads in a milieu that can change from supportive to hostile overnight, with parameters that are almost completely unknown (e.g., competitive reactions), and with a new and even more inexperienced team of people.

Yet that person can overcome virtually every obstacle. That person alone can enthuse and motivate a group of people to do what seems impossible. Fortunately there is lots of this leadership around, managers with successful track records in this work and many managers who are as yet undiscovered. Unfortunately, it is almost impossible to pick out the undiscovered.

Compounding all of this is the conviction of some firms that a new products project actually needs two leaders, a creative, inspiring type for early on, and a tough disciplinarian for the later stages. Very rarely do we find people who can do both.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.