August 19, 2011

When I stepped out of my WheelHouse I got pummeled

One of my consulting clients often evokes the Wheelhouse test to vet new ideas. 

At first, I thought it was more corporate jargon.  But as I thought about it later, it's one of the most important innovation devices you can ever employ - at an enterprise or personal level.  It jives with the "Stick To Your Knitting" advice I've heard often growing up. 

The term Wheelhouse has a nautical origin, and has even been adapted to sports.  Think of it as your center-of-excellence.  For a baseball batter, it's the sweet spot that gives him the opportunity to squarely connect with the ball.  For companies, it's a little more complicated, but the same idea applies: When you get out of your sweet spot, things can go sour quickly. 

In my career, my biggest mistakes came from stepping out of my wheelhouse.  For examples, in 2004, inspired by Wayne Dyer's uber-successful PBS series (and the book that rocketed up the lists as a result of it), I decided I would do a fundraiser too.  Immediately, my agent advised me against it, explaining that my brand and style didn't fit the PBS demographic.  In other words, I wasn't right for it. 

But, like most people chasing 'easy-success', I dug in my heels and pursued the opportunity with one of the leading PBS affiliates.  We raised 100k, taped in Pittsburgh and when it aired, it flopped.  One caller thought it was a spoof on the Dyer special.  The producers tried to package me in turtleneck meets courderoy, so the audience would 'get me'.  That's not my style, and I should have known better.  I'd show you a  clip of it here, but frankly, I'm too embarassed.  

Here's the point: Innovation isn't just about saying yes.  The best of the best learn to ignore success in others when it's not in their wheelhouse.  Today, I often advice companies on marketing strategy, along with talent management.  When they consider jumping on various bandwagons, take social media for example, I now employ the wheelhouse device to guide them.  Your wheelhouse is comprised of:

1 - Competency

2 - Style

3 - Core Market 

4 - Mission (the Why behind your company's What) 

This is the proverbial Box that too many innovators want you to work outside of.  Sure, it's great to think beyond your core market, or expand your mission (say, from shareholder value to sustainaiblity).  But you need to do this incrementally, leveraing elements of your wheelhouse like expertise.  As you attempt to build a new Box, you need to test-scale-reconsider.  The greatest companies in the world are all vulnerable to a flame out when they divert from their knitting too quickly.  Google may be a living example soon enough, as they leap from metrics driven media to production driven manufacturing.  Toms Shoes may go the same way, moving from shoes to eye care. The lesson is simple: If you can't surf, don't try and catch the wave! 

Question: Is your company trying to bat outside of it's wheelhouse OR have you ever had a #fail from ignoring your sweet spot?  Contribute to comments and share. 

 

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