One of the most fascinating figures in American business history was that of Lee Iacocca. Iacocca, who died at the age of 94 in 2019, was a visionary leader who was the only executive in modern times to lead two of the Big Three American automakers. Ford and Chrysler. At Ford, he was best known for his efforts in the creation of one of the most famous cars in auto history – the Mustang. Iacocca, in both situations, had to overcome much adversity and uncertainties to lead.
Here is a quote from Iacocca on dealing with uncertainty:
“So, what do we do? Anything. Something. So long as we just don’t sit there. If we screw it up, start over. Try something else. If we wait until we’ve satisfied all the uncertainties, it may be too late.” – Lee Iacocca
What made Iacocca unique was his ability to connect and relate to everyday car buyers. At the time, a rare quality for a CEO. This trait helped Iacocca to navigate uncertainties he faced both at Ford and Chrysler.
There has never been a more important time for B2B leaders in sales and marketing to connect and relate to their buyers.
Uncertainty Is The Only Certainty
The COVID-19 pandemic, the Presidential election, and the economic downturn have created a large degree of uncertainty as we look ahead to 2021. The uncertainties are making it hard for B2B sales and marketing leaders to plan. Figuring out how to allocate valuable resources is most likely the toughest it has ever been for many.
So, how can B2B leaders navigate uncertainties? How can they connect and relate with their buyers? Especially when uncertainty is the only certainty.
Let us take a look at important action leaders can take:
Connect With Buyers