Savoring surprise: the leadership learning opportunity
Abstract
Purpose
This paper aims to show that some astute leaders have learned to look for opportunity in surprises, sometimes discovering important strategic variables that contribute to long‐term success.
Design/methodology/approach
The paper proposes that market analysis surprises be routinely mined and sifted for bigger and better ideas, strategies and solutions.
Findings
Leaders need to learn how to harness the latent opportunities that reside within the inevitable surprises they will experience. Shaping how customers encounter surprise can actually make the difference between a trivial product or service experience and a memorable one that builds excitement and loyalty.
Practical implications
In the case of both Intuit's Quickbooks and Canon's Mark II camera, customer segments outside of the intended target revealed surprising market opportunities.
Originality/value
The author offers a matrix for identifying four tactical responses managers have for harnessing surprise: Seek & Shape, Prepare & Pivot, Catch & Capitalize, and React & Respond.
Keywords
Citation
Kaplan, S. (2012), "Savoring surprise: the leadership learning opportunity", Strategy & Leadership, Vol. 40 No. 6, pp. 46-50. https://doi.org/10.1108/10878571211278895
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited