Until quite recently, the only customers adopting cloud-based technologies to solve mission-critical problems were small businesses or fast-growing startups, many of them online companies themselves. Things have changed dramatically in the past few years, leaving vendors with a lot to learn – or re-learn, in the case of older companies transitioning their technology and business model to the cloud – as they race to engage larger customers in more complex implementations.
Why have companies like Apple, Google, Amazon, Microsoft, IBM, Cisco, Oracle, SAP, Salesforce.com, or VMware been so envied by competitors and partners over the years? And how have they come to command the lion’s share of customers’ business in their main categories? Part of the answer lies in their pursuit of Power balanced with a suitable focus on Performance, the essential corollary to Power as a lever for sustained success. In essence, companies like these have built a powerful franchise in at least one major product category where they dominate, which gives them “gorilla” power. Most companies can only dream of this type of success, largely because most entrepreneurs, CEOs, and management teams find themselves over-stretched by the demands of Performance – managing existing commitments – and thus unable to play for Power. Applying just one of these two levers is not sufficient – it is critical to play for both. Whenever companies neglect one over the other, they are quickly penalized by customers, investors, and/or partners, as we’ll see in this post.