Perfecting the Art of Jumping In

As a collector — and some might say connoisseur — of knowledge, I am constantly in the pursuit of advancement in an ever-changing marketplace. Speaking and listening to industry professionals, tapping into a growing wealth of insight, I am continually on the quest for wisdom.

But amongst the rules, the rhymes, the reasons, there is one word that defines my pursuit: timing.

Timing is everything. It’s what I call “the art of jumping in.” I consider this “art” to be that distinct moment when something seems like it just can’t get any better. That time when true leaders have the ability to not only mobilize a company, but an industry at large.

Steve Jobs understood the art of jumping in. After returning to Apple in the late ’90s to reinvent the company, he did it with speed, conviction and the decisiveness that mobilized the tech giant until his passing in 2011. He clearly understood how to jump, and within 11 months of returning to Apple, Jobs released the Power Mac and the PowerBook. The rest is history.

You can argue that the stars aligned for Jobs or the universe was on his side, but after speaking to numerous senior executives, the art of jumping in has nothing to do with our galaxy. Yes, all things need to come together, but the art of jumping in is a sequence of ideas, a series of strategic chess moves that culminate at the right time.

When executives decide to “jump”, they do not view it as a risk, but as a calculated move, no matter how sudden the decision may seem. A chance for them to seize the moment. They just go for it. But it takes a deeper instinctual understanding of how and when to take the plunge so it works to your advantage.

After years of listening, learning and, well, leaping, I have found four key points to illustrate the art of jumping in:

1. Understand macro economic trends. I learned this rule the hard way. I remember back in the late ’90s when change was in the tech air. The company I ran was booming and although I heard the rumblings, I had no idea that we were on the brink of the .com bust. I never experienced a cycle like this and I thought I could swim upstream rather than flow with the current. As a result, I had to lay off 50% of my company and even though I was fortunate enough to make it through, my guess is many of us did not.

2. Look for the opportunity and remain focused. I have heard from many successful executives that the most important thing in business is to be focused and stand for something. To have a goal and a purpose. I recall working with Sony when the iPod was invented. My company was working on the Sony Walkman brand and when I first saw the Apple iPod, I knew Walkman was in trouble. It wasn’t that the iPod was a cooler device, but it was because Apple focused on the consumer. That is why they won the music device battle. Apple saw the opportunity for new technology in a lacking market and seized it.

3. Always ask questions. I know this sounds simple, but the more questions you ask, the more answers you get. And the more responses you get, the better perspective you have on business (and life). Something I have learned through my many years in the industry is that perspective and context are crucial. If you are not listening to what the world is saying around you, it will simply pass you by. Don’t be afraid to be inquisitive.

4. Use the data. Since we are in such a connected world, data is everywhere and we need to use it to our advantage. Data enables us to make informed decisions, preparing us to jump into most situations. I believe in risk, but calculated risk. Data helps take the emotion out of tough choices.

These four points have helped me shape how I think of the business today. Whether it was my hesitation to realize a moment of change during the .com bust or witnessing how Sony failed to make the necessary moves when competition came their way, taking the jump at the right time takes awareness and courage. Using our ability to ask questions, gather data and obtain knowledge enables us to test our limits.

The art of jumping in isn’t easy for everyone, but learning from my past mistakes, triumphs and peers helps give me the confidence to make important decisions. I look forward to hearing your thoughts and personal experiences on how you have successfully taken the leap

Sure, we can’t all be Steve Jobs, but we all have the ability to go for it. Don’t waste time. Go ahead and jump in! You never know how high (and far) you will go.

- DK

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