A few years ago I got to catch up with a friend of mine from high school who served in the initial invasion of Iraq as an Army Ranger. He told me that the term for the invasion as dubbed by the rangers he served with was Operation Underpants Gnomes. For those of you who didn’t watch South Park in the late 90’s you might have missed this particular cultural nugget. To summarize the boys from South Park meet a group on entrepreneurial gnomes with a simple business equation 1. Collect Underpants 2. ? 3. Profit/We all get rich.
What the rangers in the Iraq invasion were saying was that step 1 = Invade Iraq, step 2 = ?, step 3 = Freedom in the Middle East. Clearly 8 years later we are still in the “?” phase that the rangers had identified on the ground in very short order. From my experience though Underpants Gnomes Thinking is a danger that falls into a lot of our lives ranging from business decisions to personal matters. I see no shortage of people with a clear step 1 of “let’s set up production in China” leading to step 3 “then we get rich.” Not a lot of step thinking happens until they get on the ground and have to actually implement step 1.
I work in a highly labour intensive field and it is real tendency to watch companies in my industry look for a silver bullet. Or in underpants Gnome thinking a really good step 1. Luckily we don’t see many people trying to actually steal underwear, but we do get a lot of “If we can get one great idea,” or one great event, or be the first to be licensed to distribute such and such product. I see a lot of people believe that a strong e-mail database, a good flier, and good idea equal a must win marketing strategy. Eg instant sales through e-mail or web hits to the homepage. They miss the middle step of making phone calls and knocking on doors and spreading word of mouth. I’ve been thinking about this as I wrap up a marketing drive for an open workshop next week. I think I might have been succumbing a bit to Underpants Gnome thinking. The result is that the past couple of weeks I have been sucked into a lot of last minute hard sales and negotiations I should have already done more than a month or two ago.
It’s worth sitting down with your team to analyze what constitutes a well formed step 2 and what qualifies as part of step 1. Ask yourself bluntly do you have a step 2 that constitutes a plan on the ground that will save stress and headaches later or our you just sending in your troops hoping for best results with sheer numbers? As the underpants Gnomes can attest having a great step 1 can only get you so far.