More than two decades of research and observations have revealed the key factors that enable the best organizations to succeed and dominate. I’ve summarized this research into what I call the “Lucky 13” (I’m not superstitious): crucial elements that differentiate leading companies like Apple, Amazon, Google and Microsoft.
1. Adaptability and agility
The 2008 financial crisis and the COVID-19 pandemic have tested the resilience of organizations. Apple and Amazon’s ability to quickly pivot and adapt in the face of adversity underlines the need for agility in today’s business landscape.
Agility and experimentation beat planning and process in times of dramatic change.
2. Innovative commitment
Google and Tesla are examples of the power of fostering a culture of innovation. Their constant drive for breakthroughs has kept them at the forefront of their respective industries.
Innovation is not just groundbreaking concepts that often determine the course for special companies, but continuous innovations, small and large.
3. Effective leadership
Satya Nadella’s transformative leadership at Microsoft demonstrates the profound impact of visionary and effective leadership. It is critical to develop leadership at all levels and ensure it aligns with the organization’s objectives.
Leadership does not make a ‘difference’. It makes ‘the difference’.
4. Customer-oriented focus
Zappos excels by prioritizing customer satisfaction, proving that a customer-centric approach is the key to lasting success. The road to customer-centric hell is paved with good intentions. The best companies don’t just promise and promote, they perform and deliver consistently.
5. Strong organizational culture
Netflix and Salesforce demonstrate the value of a positive and strong organizational culture, aligning employees with the company’s mission and values.
Culture can be built by design and, if inherited, changed with intention and the right actions.
6. Emphasis on talent management
In the fiercely competitive technology industry, attracting and retaining top talent is crucial. Companies should focus on nurturing and developing their human resources.
Finding and retaining good employees is good. Creating a culture that engages the employees you have and therefore attracts top talent is even better.
7. Data-driven decision making
The advent of big data and analytics has revolutionized decision-making processes, making it essential for businesses to adopt a data-driven approach.
The best leaders aim higher than just data capture. They derive important insights from the data.
8. Financial health and sustainability
Sound financial management, diversification of income streams and long-term financial planning are critical in weathering financial crises and market fluctuations.
The path to organizational success is littered with one-off miracles: companies that were high flyers, but only temporarily.
9. Social responsibility and ethics
As global awareness of social and environmental issues grows, corporate responsibility and ethical practices have become more important than ever.
Balancing profit and social responsibility is much more difficult than most people think.
10. Effective communication
The digital age requires clear and transparent communication. Establishing open communication channels within organizations is crucial.
There are few organizations that need more communication. Everyone needs better communication. It’s about quality, not just quantity.
11. Superiority in product development
Apple’s expertise in creating easy-to-use, technologically advanced and aesthetically pleasing products like the iPhone is unparalleled. Special products stand out in a busy market. Ordinary products languish.
12. Sales and marketing power
Amazon’s mastery of using data analytics for personalized marketing and customer service is a benchmark in the digital age. Exceptional companies equip their sales teams with the best training and technology.
13. Operational Excellence
Toyota’s operational excellence, especially their Toyota Production System, exemplifies efficiency, quality and continuous improvement.
Operations are the foundation of any business. You can’t build an exceptional company on a weak foundation.
Note that I have not presented these ideas as a 13-step process. They are not. These are the building blocks for sustainable greatness, which separates ordinary from extraordinary companies. As a leadership team, you need all 13 focuses on your dashboard. As company history has shown, those who perform best on all thirteen measures are considered extraordinary.
Be extraordinary.™
Mark Sanborn is a motivational keynote speaker and Leadership Expert in Residence at High Point University, the Premier Life Skills University. His presentations help the best leaders become better and inspire listeners to choose to be extraordinary. Visit www.marksanborn.com for more information about his work.
