The AMDAR Story

Some years ago - I met a former fighter pilot. He described the process of flying as being a very complex simultaneous series of events and activities. If he focused too long on a given set of activities, the plane would spin and go out of control, with risk of crashing. So, the pilot had to be focused on the mission objective while concurrently being aware of everything from flight level to combat engagements to effectively fly the plane. It was mind-bending and exhilarating, much like previous eras when business was introduced to a new and very different market jolt…. the Internet and the most recent Digital IoT evolution.  Business was shoved into a far more complex local and world economy.  Increased technology, connectivity, and scientific process and advancements and far more opportunities --- and disruptors --- became part of the planning process. To CEO and leadership teams, this new and volatile market growth era is the “fighter jet experience”

Today CEOs and management teams are business pilots steering the enterprise toward successful outcomes. Aeronautics, operation plans, and hostile obstacles are replaced with continuous and perplexing decisions, competitor challenges, new technologies, processes, opportunities, risks, uncommon events, and their program actions and procedures.  Each impacts the market journey.  In response CEOs and management teams need a new flight deck.  The “AMDAR” flight deck represents new systems and process models for navigating the core business to successful market missions.

The new economy offers management endless growth and response options – and far more challenges.  How can management continuously transition to Advance Market Development and Response while developing a new culture, accepting volatile digital markets, satisfying sophisticated and demanding customers, and transitioning this capability to managers and staff? Leadership must acknowledge their challenge: entrepreneurially-driven business models need to continually advance and improve performance. Innovation is the business survival tool. Advance Market Development and Response is foundational. It requires rethinking the product market creation process, being market astute, and continuously being highly responsive to customers, conditions, and current and emerging resources and technologies.