There is a theory in business that I think applies to the Carlton Football Club called "The Innovator's Dilemma" Taken from the book entitled "The Innovator's Dilemma - When new technologies cause great firms to fail."
http://www.businessweek.com/chapter/christensen.htm
Basically it says that those companies that hone their skills in satisfying their existing customers end up being overtaken by companies that might have to struggle, but have created a new opportunities in the market place.
If we take for example the modern footballer and equate him to a new technology. For many years, as a result of Carlton's success, we have been reluctant to look embrace new technologies as we were pretty much afraid of what they would do to our existing business unit (hence our very ordinary draft record - actually scratch that I don't think our draft record has been worse than many others, what has been bad is our trading draft picks away for has-beens or old technologies).
Our key business area or what we produce is winning games and our stakeholders are sponsors, members (of all levels), fans. We sell our product to these.
As a company that has not embraced new technologies our product has suffered and as such we are losing market share and will continue to lose market share until this is addressed
At the moment we are in the situation where all the mechanisms of the club are tied to the old technologies. For example our board is filled with people that are not adept at handling new technology, our coaching staff seems to be of a similar ilk as we not programing our new technologies correctly or we are using outdated manuals.
As a result the new technologies that we begin to use are programmed to under perform. It is inherrent in the structure of the business.
New technologies can not program themselves, they need to be given the correct information to function correctly.
Of course now is a situation where we are at the bottom of the business (and notice in the title of the book they say how new technologies cause
great firms to fail) and we have to develop the new technology that will not only compete on the playing field that we have now, but set the playing field for the future.
This means that we as a business have to start setting our own agenda, we have to find leaders with vision that say in five year's time the AFL will look like this... And if that is the case then we need, X, Y, Z type technology.
At the moment we have some beta versions of X type player, maybe a possible Z type, but I am not sure we have the management to program the technology to give us the best product.
If you take for example a club like Hawthorn, I think they have embraced this theory very well. They said that in order for them to be successful in five years they have to start reprograming all the technology they have at their disposal now.
They also seem to have a vision. They have strong and powerful leaders, an openess to talk about where they are going so their current customers feel like they are on the journey with them rather than being alienated.
They also have a vision for the future, right or wrong (and of course it is a gamble and they might not be proven correct, but hey they had to do something as treading water is what will kill your business) and they are prepared to follow it.
So what does all this mean? Well apart from being very self-indulgent on my part and long enough to be a Dannyboy post, well I'm not sure to be honest.
I guess it is my hope that by story telling the problem can be seen in a different light and if we take the emotions away we can see that we really need to do something...
It might mean taking our best technology today and trading that for three or four of the best potential technologies of the future. It might mean changing the leadership of the club to reflect someone with a vision of a future and an ability to back himself to take us there or it might just mean patience as we slowly but surely acquire new technologies as they become available.
But I tell you even if we get the best technology in the world if we can't find anyone to get the most out of it or is continually trying to play catch up then we will never be anywhere... Just look at St Kilda... They could be anything yet they are constantly nothing and they pants us all the time of late. So that speaks volumes of where we are and what we need....
Thanks for reading

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