Maverick 2.0 - Start of the Shift

So maybe I'm getting a little optimistic about Canada coming out of its
recession sooner rather then later (a positive week on the TSX
does that to me) but I started thinking about what the new, post-recession
Maverick would look like. I plan on having a few of these little posts on different attributes that I feel would benefit a “new” Maverick, so this is just the beginning…

For all you Simpson's fans, picture the Rich Texan. To me, that is the
old-world Maverick. The guy with enthusiasm for new ideas, businesses,
and products, who can blaze a new trail by opening his well-padded
pocket book. Successful ideas in a booming economy took less planning,
less critical thinking, because there was momentum pushing the consumer
culture to increase purchases and an equally large parachute if the idea
flopped. That was then, back when oil would "reach $250 a barrel in the
foreseeable future" (good call Alexei Miller). I’m not saying that no planning went into new ventures, but I think you could almost launch a product and then create a market for it through effective marketing campaigns.

Today the game is different, the markets aren't as stable and free cash
flow, loans, and venture capital funding has disappeared quicker than my
money at a craps table. Things have to be different. I don't believe I
could sit here today and hammer out all the characteristics, all the
attributes, that will make up the next great Maverick as there is still
too much uncertainty. I do know, however, that the next-generation
Maverick will have tighter pockets and there will be a lot more planning
going into new ideas. With a greater focus on budgets and spending control, the market will have to exist before we see product development, as executives and boards look to quantify and justify every expense. Internal research and development, customer support (note I said "support" not service, as I believe those are two very different things... another topic for another day), and most importantly effective market research will be fundamental to success.

The new Maverick will understand the necessity of these functions and
the synergies between them. In the past R&D led the way, pumping out new
products into old markets. This worked because the money was there,
consumers were on an auto-pilot spend mode. Today, I believe market
research and market knowledge (of both existing markets and possible new
markets) will be the driving force behind the ideas at the top.
Visionary leaders will have to understand the changing landscape around
them, demographics to cultural habits, and market research is the way to
obtain that knowledge. The greatest Mavericks will be those who have, for lack of a better term, the balls to stand up and shift the focus to these ideals versus those of the past.

This is just the start, there is a lot more to come. I know a lot of
what I wrote here sounds like it applies to product/service development,
but I believe it can be applied to everything from internal processes to
corporate vision and structure. New Mavericks will emerge, they may not
arrive guns blazing, but they will sure as shootin' be every bit as
visionary and successful.

[Mavericks]