Rapid Market Expansion and the Producing MODE

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A. Rapid Market Expansion Growth Phase

Developmental Objectives: Refocus product offering on most compelling versions of product, emphasize sales to grow with and dominate an expanding market, and build financial strength.

Typical Number of People Involved in Decision Making:  20 to 60

Expertise Profile of Personnel: Mixed

Important Customer Class: Early Majority

Characteristics of Customer Demands: The most compelling features of innovation.  Simple to buy, integrate, maintain, and operate.  

B. Management Style of Ideal Leader: Engineering Commander

C. Mode of Operation: Producing

Product Strategy: Commoditized product; few bells and whistles. 

Preconditions for Using Producing Mode - 

a) Commercially compelling product, b) Efficient initial business infrastructure, c) Protection from competitors (such as technological, financial, legal and other market access barriers).

Organizational Structure: Platoon of Implementers

Typical Themes: Do it! Don't fix it if it isn't broken. Keep it simple. 

Cultural Priorities: Focus. Meeting specific, task-oriented objectives, quick fixes and tactical moves. Following instructions. Dominate market.

Important Controls: Direct supervision of leader and specific goals and objectives. 

Typical Impact of Control Levers - Producing Mode

  Personal Control Levers, subtotal: 30%

   5% - Hands-on Doing and Spending

  20% - Direct Supervision

   5% - Vision and Mission

  Organizational: Hard Control Levers, subtotal: 45%

  25% - Specific Goals and Objectives

  10% - Organizational Hierarchy

  10% - Formal Plans and Processes

  Organizational: Soft Control Levers, subtotal: 25%

   5% - Expertise of Personnel

   5% - Cultural Priorities and Game Rules 

  15% - Formal Evaluation and Feedback

 100%

Ideal Management Style: Engineering Commander (Admiral Rickover, assisted by Mr. Spock)

This management style can be thought of as a composite mix of two of the four decision-making and problem-solving approaches. 

  Dominant Approach: Admiral Rickover

Elements that exemplify Rickover's decision-making and problem-solving approach:

      <> Focus on action, performing tasks, and achieving objectives

      <> Personal interaction is an important method of influencing others

      <> Persistence

  Backup Approach: Mr. Spock

Elements that exemplify Spock's decision-making and problem-solving approach:

      <> Data-driven management

      <> Precision

      <> Focus on logic and robust analysis

      <> Seeks optimal solutions based on the facts

This mix of approaches describes the ideal leaders for this phase.