Recently I have informally spoken to dozens of leading CPG firms that are operating in fear.  Fear limits innovation and the culture required to create meaningful value with clients.  Many of these firms are seemingly frozen in their steps, slashing expenditures which could help differentiate their organizations today and into the future. Cost cutting is essential in this new economy- but it must be the right cuts.  Firms that are eliminating investments in strategy enhancement, business development and access to industry thought leaders are missing it. This is ground zero of where business development and value creation occur.   I have also noted that these firms are failing to cut back expenses where they should.  All of us struggle with eliminating sacred cows within our businesses.  The facts show that minimally 20% of our customers are not profitable and in fact are hurting profitability.  Many third party agencies and in-house departments are not creating value commensurate with their compensation.  It is about results - and if something or someone is not paying off - it is time to evaluate compensation or the role of the business within the enterprise. In this new economy, each of us, must be creating incremental and meaningful value. 
  I am noticing a common theme with the firms which are Winning in this New Economy.    

1. They are getting even closer to their top customers - by whatever means possible.  This includes researching and interviewing their top clients to better understand what is on their mind. Diagnosing their customer's business landscape looking for opportunities and problems to address.   The Winners have redefined collaboration to mean - " I am 100% available and focused on your needs - not on my products."
   
   
2. They are creating and designing custom solutions which create new incremental value. The Winners understand the power in allocating time and resources to Co-creation projects with their top tier clients.  They are essentially creating and designing the future.
   
   
3. They are taking the time to reflect and and refine their go-to-mkt strategy and their value propositions. The Winners find a way to drive today's operating plans while designing the future through pragmactic and insightful strategy sessions.
   
   
4. They are building their strategic network (peers - advisors - influencers) looking for ideas and abandoning non-critical parts of their business.  The Winners are making time for strategic reflection and strategic evaluation.  They realize they have "blind-spots" and they are not afraid of uncovering their own corporate or personal weaknesses.
   
   
5. They are allocating their time to collaboration with their clients on industry leadership initiatives which enhance the broader industry they play in.  The Winners realize that their own Intellectual Properties are as much the brand as their products.