It seems that the universe is unfolding at about 8,000 miles per hour; not only is everything changing, but the pace of change is increasing. Solid business models used to be good for years, now it’s more like months. A good, solid competitive edge now lasts, oh, maybe several weeks.

We talk a lot about change around our shop. Well, a good number of us do. Truth be told – and I have little doubt it’s the same in most ‘low tech’ companies – there are still a whole bunch of people very uncomfortable with the notion and demands of constant change, and who still believe in the traditional ways. These people are very capable, experienced, smart and sincere, and believe we can continue to be successful doing things pretty much the way we have for many years. I know of one professional firm that believes that resisting change is a smart strategy – it will help them carve out and define their niche as ‘traditionalists’ (good luck with that).

Then I read my horoscope last Friday (Virgo, and I quote): ‘You cannot force people to change their beliefs. The more you try, the more they will cling to them. But why would you want to try? The world is actually a better place for its myriad opinions.

Me, I think resisting change is futile at best, but the first two sentences got my attention. Maybe we should let the change embracers do their embracing, and the change resistors do their resisting (since both are going to do exactly that anyway) and simply wait and see who succeeds and who doesn’t. The winners will win, the losers will lose. If I’m right, the resistors will gradually retreat and fade. And if I’m wrong, I will have some apologizing to do.

I think I’ve got to start reading my horoscope more often.

I won’t repeat here all the reasons that Tiger Woods, EllisDon, and everyone else strives endlessly to build up a strong brand for themselves. It’s too boring; you know all this already.

But both Tiger and EllisDon face significant challenges with their brand. Very different challenges, luckily, but both have some significant work to do. Tiger you know about: He wrecked his, and probably cost himself a hundred million or so in the process. With EllisDon, the challenge is this: We have a very strong, positive and reliable brand, but it's too old fashioned. We are perceived as a traditional 'General Contractor'; a very very good one, but a G.C. just the same. And that perception is very difficult to change, both internally and externally. Once people have their world organized and understood, it seems to take a freight train to change their mental structure. Their perception is their reality. Clients, lenders, even lots of our own employees - people just don't like change. And it is made worse by the old conventional wisdom that companies are not supposed to change: stick to your knitting, focus on your core competencies (blah, blah). And those competencies are what the perception of your brand says they are. It can be a vicious cycle.

But of course, there is a freight train coming. Our business model is about to get upended by the globalization of the construction industry, by technology, and by the potential extinction of labour unions (if they don't wake up and smell the coffee soon). And EllisDon has changed very dramatically in anticipation of all of this.

At EllisDon, we have striven to move far beyond being simply builders. We also are construction financing experts, with a profitable Financial Services Division. We create software systems from scratch and sell them to other construction companies. We do Facilities Management with twenty year contracts. With our Services/Consulting Division, we don’t sell ‘price and schedule’, we sell analytical ability, expertise, industry leading systems. We can sell pieces - to anyone, or we can now Project Manage the whole effort from cradle to grave and beyond.

That’s the challenge for us. Everything is changing, EllisDon is changing, and our 'brand' has got to keep up. Throw your perceptions in the garbage, not just with EllisDon, but with everyone. Perception isn’t reality; it never will be. Reality is reality. This ‘brand’ thing, it’s a killer.

The Curse Of A Strong Brand

I'm always impressed that most people have thought seriously about what it takes to be successful, in business and in life. It’s terrific that there are has so many individuals who look in the mirror and …… think.

Everyone has their own list, and one criterion is usually present: In order to be really successful, you have to be pretty smart. That is, it’s hard to be a huge success if you are, you know, dumb.

Now I’m thinking that notion itself might be dumb. I see really smart people do stupid things all the time. It dumbfounds me. I’m going to suggest they do these things for one reason: They lack the courage of their beliefs, the guts to stand up. They don’t want to stand alone. They know what they think and believe, but their friendships and their status, and their desire to avoid confrontation, matter more.

I have reading and thinking about people who have inspired me. If you are a ‘boomer’, you might agree that Pierre Trudeau was really smart, but mostly he was principled and fearless. Also that Ronald Reagan wasn’t perhaps so brilliant, but was clearly both principled and courageous. Both had detractors and supporters, both were giants.

Perhaps it doesn’t take brains to be really smart. Perhaps it takes guts, the simple determination to stand up for what you believe is right, to make the tough call. Regardless of what anyone else thinks; or the short term stress.

Taking Life Lessons From The Astrology Pages

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