I love the book Good to Great from Jim Collins. Probably one of the best business books I have read in the last couple of years (and I read a lot).  Though there is some contraversy regarding the success of the companies in the research, as well as the current success of several of the example companies, Collins presents many solid concepts in the book that can stand on their own.  One of those concepts Jim introduces while discussing that "Great" companies have a better sense of focus of their execution is the idea to start putting together a "Stop doing" List.  What an interesting idea!  Let's explore the challenges that companies have to deal with by looking at common phrases that you hear in most businesses.

"The customer is always right." This is a slogan used often in reference to providing good customer service.  But, what if the customer is wrong?  What if you are providing a product or service and they just don't understand how it intended to be used and uses it incorrectly?  They need to understand where you are coming from.   Too often, we react to customers' need too quickly and don't understand what their real problem is (which usually isn't the problem that they are communicating).

"Every customer is a good customer".  This is usually said by Sales.  While it is true for profit-based companies to have customers in order to stay in business, there is such a thing as having a bad customer.  Find out how this potential customer treats their other vendors as well as their particular customers.  You can learn a lot about how they will treat your organization. If they are coming from a competitor, really try and understand why they are leaving them and coming to you.  There are bad customers who can become high maintenance and take service away from the rest of your customers.  How will your other customers feel about that?

"Every opportunity is a good opportunity".  This kind of goes along with the previous statement, but focusing on what products and services you provide to which industries.  If you get too diversified, you can find yourself spread too thin and the organization doesn't have the capacity to execute effectively.  You also need to do your research and when you find a niche that nobody else is looking at...did you really find the hidden gold at the end of the rainbow or is it toxic waste that others have avoided?  Getting into the wrong opportunities not only takes you away from the good things that have kept you in business but could come with costs that could hurt the bottom line of profitability and possibly end your business.   Opportunities come with risks, just make sure you understand what they are and if it is worth the gamble.

"Our competitors are doing it, so we must do so as well".  Kind of reminds me something my parents used to say to me, "Just because <so and so> jumps off the cliff, doesn't mean you have to as well".  Unless you can demonstrate the value to your customers, you may be wasting time putting something in place that may not even be working for your competitors.  Check the value first, then implement in order to maintain your competitive position.

"Everything has a high priority and must be done right away (or done yesterday!)". No matter how many times I hear this, when I go back to my desk I have to do things in a certain order.  Same goes with every person on my team.  Sure, there is some multi-tasking going on, but in the end certain things get done before other things.  Therefore, things do get put at a lower priority and many times there are items that continually get "back-burnered".  If that is the case, why are those things on any list?  Wouldn't it be great if we could rank the priorities from 1 to whatever, and do things in order of ranking?  Wouldn't it be great if this list had a breaking point where nothing else can go on the list unless something else gets done or knocked off?

There are a lot of other phrases like this, but I think you get my point.  Statements like this can cause actions that can cause a business to lose its focus quickly.  With each of these statements, there are times to say YES and keep on your "to do" list.  There are also times where it is best to say no and add to your "stop doing" list.  

Saying NO is never easy but has to be done. How well does your organization do in this area?