18
Draw Them In
I had never been to the Middle East before. It was no less sun-drenched and colorful than I had expected. A leading technology company had invited me to come and discuss a significant initiative they were about to launch. They had major operations in Tel Aviv, Israel, where I was to spend several days. It was a long trip to get there—7,500 miles—but I had high hopes.
I stayed at the Hilton, which is right on the seacoast. The rooftop restaurant has a breathtaking panorama. To the east, you look across the modern sprawl of Tel Aviv toward the West Bank. To the south, you gaze down the coastline and can spy small harbor towns like Jaffa. And out to the west, of course, is the sparkling Mediterranean.
The company I'm visiting wants to move away from a product and geographic focus to become a more customer-centric organization. I have the potential opportunity to help them design and implement this new approach. The plan is to spend a day interviewing various executives. Then, I am to meet in the early evening with the chief operating officer (COO) to try and seal the deal. If they are going to hire an outside advisor, the COO has to give his approval.
Here's the story. I have a very productive day at the company's offices. I learn quite a bit about the challenges facing the organization. In fact, I grow concerned about their ability to properly execute their plan. They face a number of risks in implementing their new approach. I'm a little worried.
At five o'clock ...
