Stuck In The Wrong Frame of Mind?
Sometimes we wonder why people don’t understand what we are saying. Lots of time people wonder what are we saying. In these instances there is a gap in understanding who is communicating what and why.
Understanding comes from knowledge. When we talk to people who have specific knowledge about something that we don’t have sometimes it is difficult to put the conversation into context. Most of us try to put new knowledge into context with old knowledge we have. It doesn’t work.
The Mind Frame of Private Aviation
Ever had someone view a problem differently than those who have the problem? When you are not close to a problem sometimes your perspective sees things that those close to it can’t. The reason is that paradigms, beliefs based on experience, become barriers to seeing things differently and, more importantly, paradigms inhibit innovation.
The news from private aviation and aviation in general is depressing. Airlines losing money, private aviation is upside down and inside out. If you haven’t noticed, many are believing things are as bad as they seem and communicating “bad news” to each other. Bad news begets bad news which reinforces beliefs that just propagate more bad news. On the other hand some ignore “bad news” and choose to believe it is only temporary and that good times will be back soon. Then the harsh reality hits and the only reaction is “cut cost” so we can survive. Sound familiar?
A Shrinking Market Doesn’t Expand
Have you seen the latest report from NetJets? Not good, major cuts and reductions. This seems to be the flavor of the day and subsequently we will see many more doing the same. Why? Because the old market you’ve been serving is indeed shrinking and not likely to come back. So when a market shrinks you have basically two choices. Shrink with it or expand your market.
To expand a market you need two things. Innovation that improves your offering and a market that will consume your offering. Now when it comes to air travel there is an obvious market of consumption that is being fed by commercial airlines. Yet the experience created by that market is at an all time low. The idea of commercial airline innovation is representative of what Southwest has done. Yet Southwest cannot effectively serve the entire market and the experience is still dreadful.
Improve & Innovate Private Aviation
As I watch and read the events unfolding in private aviation the solution seems obvious to me. Then again, I am outside the industry but that could be a good thing. As a strategist I see several things that must change in order for the private aviation industry to not only survive but thrive. These are:
- Expand your reach. Most travelers have never experienced and are unaware of the value and benefit of private aviation. This means you must communicate but do so in the terms markets can understand. You must also become relational. In other words - drop the elitist attitudes.
- Leverage technology. Technology is exploding daily. The technology is social in that it enables you to reach markets like never before. But the technology is only as good as your knowledge of how to use it effectively and efficiently.
- Collaborate Rather Than Compete: If you all are chasing the same old market and that market is shrinking, then to expand, you must collaborate. Competing for a smaller pie means you all get less. Collaborate and expand your collective market by using knowledge about new models, methods and markets ripe for an alternative to commercial travel. This will require new thinking and that will require new knowledge. Learn together.
- Innovate or Die:Let’s face it. Your model doesn’t work. Your capital is shrinking and you’re facing a slow but obvious decline. Innovation comes from thinking outside your existing system and working together to create new markets, new models and increased revenue for all. Innovation doesn’t come from silo mentality. It comes from collaboration and ideation. What is that? It comes from “collaborating with crowds.”
- Don’t Wait For Tomorrow: A sense of urgency is needed and the current market ought to give you enough urgency to do 1 -4 above immediately. Tomorrow isn’t likely to bring you the markets you want, rather, they are waiting for you. The markets are waiting for you to change, move and communicate like never before.
If you are ready, say so. If you are not, well then, stand aside and let those that are change their minds and thus change your industry.
