Sales Without “Stabilizers”

‘Simplicity is prerequisite for reliability.’ – Edsger Dijkstra

As a Commercial Director I, like many of my peers, navigated the early stages of my career with a metaphorical set of training wheels, or :stabilizers”. Even now, when I’ve been managing for 30 years, I can't help but recall the initial challenges of operating without that safety net.

Back in the '70s and '80s, the prevailing notion was to equip young cyclists with training wheels as they learned the ropes. In my early days as a commercial manager, I found myself tirelessly distributing various tools—dashboards, sales funnels, checklists, CRM, complex account plans—akin to those training wheels. I resembled the concerned parent, issuing instructions while my team grappled with the complexities of the commercial landscape.

However, the complexity I introduced didn't necessarily simplify our commercial endeavours.

One of Einstein's pearls of wisdom comes to mind: "Make things as simple as possible, but not simpler." This sentiment holds true, resonating beyond scientific realms and into the intricacies of commercial strategy.

In contrast, my children, never had the need for such training wheels. Their journey involved mastering the art of balance through a simplified approach – a balance bike. This ingenious contraption omitted pedals, allowing them to first grasp the fundamental skill of equilibrium. When pedals were eventually introduced, it became a seamless transition.

Removing the training wheels serves as a powerful metaphor for simplification. The outcome? Fewer stumbling blocks.

As we navigate the complex terrain of our commercial organization, I challenge my fellow Commercial Leaders to reflect: How many metaphorical training wheels are embedded in our processes? It might be time for a paradigm shift towards simplicity and efficiency.