The Business of Politics

March 18, 2008

By Joyce Harper

As the 2008 political fabric unfolds—and, in particular, the Democratic race with its three vying candidates—it is clear that political strategists are working overtime to map out their candidate’s road to the White House. Every stop the candidates make and almost every word spoken is strategically planned. In some cases the strategy works well, and in other cases it falls short of delivering the expected results. Either way, the long, arduous road to success is paved with strategy.

Utilizing strategy to achieve one's goals is not reserved for the political arena. Business leaders who take a similar strategic approach to growth and market penetration often find themselves at the top of their industry. Take, for example, Apple's domination of the mobile music market. With strategy, Apple revolutionized the way the world listens to music. They launched their campaign with the emergence of the IPod and have ridden the "IRevolution" all the way to market supremacy.

Mixing Business and Politics

So why not take a cue from this year's presidential candidates and employ a page from their political playbook? Here are a few strategy starters to help you formulate your own game plan to build market share and stay on top.

1. Explore the feasibility of a winning outcome.
   Each of the initial 20 candidates convened an exploratory committee to examine the likelihood of a winning outcome in the primary election. As seen by the few contenders left standing, the election results did not mirror that of the exploratory committee. However, that is of little consequence. Similar to a market analysis conducted by a business, the preliminary findings are to be used as a benchmark, not a prediction of the outcome. Organizations that attempt to plan strategically for growth without examining market conditions are taking aim without a clear view of the target.
   
   

2. Understand your competitor's position in the market.
   After watching any one of the recent Democratic debates, it is clear that Senator Obama and Senator Clinton are well versed on their competitor's position. In fact, when any candidate is running for office, they spend a substantial amount of time studying their competitor's strengths and weaknesses. In business, leaders tend to spend more time examining their own market position, rather than analyzing their competitor's position. Knowing as much as possible about a competitor's business can provide the ammunition necessary to gain market share through product innovation or improvement.
   
   

3. When necessary, change the strategic direction.
   In the beginning of the Presidential Primaries, Senator Clinton appeared to take a very high-minded approach to the campaign. However, after 11 straight losses her strategic direction has changed. She brought in a new leadership team to help her launch an aggressive, last-ditch effort to position herself as the Democratic nominee. If business leaders study industry conditions and monitor their competitors' growth, they too may find a change in strategy is necessary to respond to an evolving marketplace.
   
   

4. Know when to say when.
   Senator McCain recently clinched the Republican nomination. Prior to his winning, former Governor Mike Huckabee was the only other candidate to remain in the Republican race. Some political analysts say Governor Huckabee's political campaign was over several months before he finally conceded. This may not have hurt Governor Huckabee; however it could be deadly in business. Remaining stubbornly committed to a dying brand, or an obsolete business unit could cost the company money, reputation or valuable market share. Successful business leaders know how to read the writing on the wall and will respond accordingly in an effort to starve off losses and maintain viable in the market.

Joyce Harper is an online columnist for Sales & Marketing Management. She is the Founder/CEO of Sharper Solutions, LLC, a management consulting firm specializing in organizational development and strategic management. She works with companies nationwide helping them create organizational effectiveness and increase their revenue building potential. Joyce is a sought after speaker, trainer and business consultant. Contact her through the company Web site at www.sharpersol.com.