I don’t want to just focus on the arrival of Antonio Conte to Napoli which, however, is already arousing envy among the fans of the other teams. President Aurelio De Laurentiis, as I anticipated a few months ago on these pages, intended to adapt its, up until then efficient, business model to new scenarios. A scenario that many entrepreneurs (some of whom I know show the lackluster performance of their companies) and authoritative commentators, often without managerial and economic-financial skills, were unable to imagine, imparting lessons to those who, in the world of football, represent excellence entrepreneurial, as I tell in the book At school with De Laurentiis (Ultra Editions).
But what does changing a business model mean?
The business model describes the logic according to which an organization creates, distributes and collects value. It is the set of organizational and strategic solutions through which the company acquires a competitive advantage. To create a winning business model, it is useful to answer five questions: what is the company mission? Who is the customer? What does the customer appreciate? What results do you want to achieve? What is the strategy?
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Companies, however, regardless of their business model, are involved in socio-economic dynamics that can change suddenly. The contemporary world faces unprecedented emergencies, geopolitical changes and rapid digital transformation. In this context, the change in markets and consumer and worker habits is continuous, making it necessary constant monitoring and updating of the company’s business model. And very often mistakes, like those committed by Aurelio De Laurentiis in the last year, are a gift, an opportunity for enlightened entrepreneurs who, by evaluating the opportunities arising from gap analysis, accelerate the process of change.
Successful companies that review their model based on the mistakes made not only maintain their competitive advantage, but anticipate market trends. The main reasons for changing business model could be the lack of economic sustainability (this is not the case with Napoli, the most virtuous football club on the Italian scene from an economic-financial point of view), the misalignment of the offer with the company mission or brand, and the need to respond to the new needs of the market .
Here’s the thing! The mistakes after the championship victory made it clear that the needs of the consumers (supporters and fans) and the ownership itself needed an adaptation of the mission, of the organizational structure and of the product (the show).
Changing business model can be an obligation or an opportunity. Many entrepreneurs often act on the basis of reactive models, reacting to the pressures coming from the markets rather than trying to anticipate them. It is not easy to undertake a path of change that hides pitfalls and is characterized by objective complexity, above all due to the business risk proportional to the size of the investments.
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In Naples we have become demanding; after the caviar binge, pasta and beans no longer satisfies us, and the owners have understood this. Not for philanthropic purposes, but because the risk of making huge investments is high. And if you want to risk a lot, it is only because you want to recover the lost asset value. And to do this we must return to winning immediately, with Conte, the emblem of the winning manager.
Changing business model requires time, method and determination. For this reason it is necessary to act in advance and not under the pressure of the economic situation or when it is too late and survival is at risk. It is in periods of prosperity that the seeds of future change need to be sown, when the organization has the energy and motivation to accept and ride it. Many entrepreneurs fear “breaking the good service” because they know the advantages of the current business model and see the pitfalls of change and possible resistance.
But this reveals a problem leadership. The ability to innovate, imagine the future and contribute to realizing it is one of the most important components of leadership, together with the ability to grasp the signals that indicate the need for change in time.
In this sense, President De Laurentiis has given another lesson.
2024-06-05 16:27:33
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