First published June 13, 2014
Do you remember in Apollo 13 (Tom Hanks, Kevin Bacon, 1995, “Houston we have a problem”) where the on-the-ground technicians urgently have to find a solution to the increasing carbon dioxide levels in the lunar module? The fix has to be something that can be implemented by the in-flight crew, and of course only using only the tools and materials they have available in the module.
The lead technician sets the challenge whilst emptying a cardboard box of components onto the table: “We gotta find a way to make this… fit into the hole for this… using nothing but that.” (click to YouTube clip)
Now, I’m a big fan of strategy and pragmatism and working with business owners on their change journey, seeing growth and improvement over the coming weeks and months and sometimes longer. However, sometimes you simply don’t have time to map out detailed plans, or to develop new skills or resources. Sometimes you need a solution right now (even if it is a square peg in a round hole).
I had an approach the other day from a small business owner who had suddenly discovered her own in-flight crisis; despite a healthy order book and guaranteed income later in the year, she realised that the business was about to hit a critical cashflow problem in the short-term. The promise of money in a couple of months, doesn’t help much when you need cash in the bank tomorrow, and so channelling Hanks and Bacon, we set about checking through her own battle-box…
Using only the resources and talents and connections that were immediately accessible (and generally free), we managed to construct a high impact, tactical marketing campaign to existing contacts using low cost mediums (LinkedIn & email), with a push on those services that produced the best short-term cashflow. It wasn’t elegant, and it won’t be a sustainable marketing strategy, but I am confident that it will produce the kind of quick results required to bridge the impending cashflow crisis.
I wouldn’t recommend this as an ongoing way to manage your business, just as I doubt the NASA scientists plan their missions around duck-taping makeshift air filters together in mid-flight. However, sometimes, an immediate imperative can be healthy and revitalising, and sometimes you just have to work with what you’ve got to hand.
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