How would Apple Run Your Business?

Glenn Mangurian writes a monthly piece called Pushing the Edge, similar to our Food for Thought articles. This article is prompted by his provocative issue last month, titled "What if Apple bought General Motors?" Needless to say, credit for this entire piece goes to Glenn Mangurian.

Apple has created a distinguished brand reflected not only in its products but also in its stores. Their brand has created a loyal following within its customer base. Just last week, Apple announced that they had almost doubled their earnings last quarter. Instead of asking why Apple is so greedy for profits or why they don't sell their products cheaper, the same people that would otherwise line up to protest the corporate greed of Exxon-Mobile, Wal-Mart or Goldman Sachs instead line up around the block to buy the next version of Apple's iPhone or iPad! Wal-Mart is taken to task for its labor practices. Even a venerable brand like Nike is pressured to address the working conditions in its offshore manufacturing plants. But, Apple, faced with similar questions, almost goes scot-free! Why?

Apple's brand has been established through careful control of everything they do - not just the products they release, but everything they do: how they choose and interact with their vendors, how and when they communicate with their customers, what they expect of their employees; in other words, by carefully managing their culture. As a result, if Apple were to get into the automobile business - which they might - you probably have a pretty good feel for what an iCAR might be like.

Let's take that thought to the next level - to consumer products beyond the electronics domain. If Apple were to run Proctor & Gamble or Campbell Soup, how would those companies change? Not just how would the products change, but how would the companies change? What if you went beyond consumer product companies? How about an elevator company? How would Apple run on Otis or Kone? What if Apple bought one of the many struggling airlines? How would the service and product of iAir be significantly different?

And so, we ask, how would Apple run your company? It doesn't matter if you offer goods or services, to consumers or to businesses. Whatever you do, Apple would probably do it a bit differently - not necessarily better, but a bit different. The thought experiment of how Apple would run your company opens up your imagination. This thought provoking experiment is interesting and provocative because Apple has a very clear brand and culture, and we are all so familiar with the Apple brand. But you could ask this question of any company for which you have passion, and whose brand you clearly understand.

So, ask that of your own company - for which you have all the passion and whose brand you clearly understand. What if you bought one of your competitors or vertically integrated with somebody in your food chain? How would you run that company different from how it is being run today? How would your brand cause that company to act and behave differently? Conversely what if one of your competitors or a partner in your food chain bought your company? How would they run it differently?

Take any one of the many questions asked above. Ask each member of your executive team to come prepared with vivid imagery of how it might be run and have a discussion with your team to get all of them to think beyond where they might have otherwise gone. This is what Glenn Mangurian calls, Pushing the Edge.

Food for Thought is our way of sharing interesting concepts on corporate leadership and management with others who might find it useful. The thoughts offered are intended to be controversial and thought provoking. They are intended to help our readers intentionally realize their potential, what we call Potentionality.