September 28, 2023
September 28, 2023 Greg Olson


Readiness is the state of being fully prepared to take on a particular task, challenge, or responsibility. Readiness can have different connotations and contexts depending on the audience and the specific realm or domain they operate within. Different stakeholders, such as military leaders, city leaders, state leaders, country leaders, business leaders, and individuals, have distinct concerns and operate in various environments.

Business Readiness

Business readiness refers to a company’s state of preparedness to face various challenges and opportunities. Business readiness matters. It can impact a company’s success, resilience, and ability to navigate a rapidly changing business landscape. Business readiness can span the following:

  • Operational Readiness: Is the business equipped to operate efficiently and effectively?
  • Market Readiness: Is the business prepared to compete in its market or industry?
  • Financial Readiness: Is the business financially stable and capable of managing risks?
  • Crisis Readiness: Is the business ready to respond to unexpected crises or disruptions?
  • Innovation Readiness: Is the business adaptable and open to innovation or opportunity?
  • Strategic Readiness: Is the business aligned with its long-term goals and strategies?

Product and Service Readiness

The readiness to launch new products and services represents a critical business capability. Unfortunately, organizations are not always naturally inclined or prepared for this vital function. It falls upon business leaders to prepare their organizations and lead this orchestration. More often than not, these leaders are already occupied with the numerous other facets of the business. Consequently, the specific leadership required for new products and services may face an enduring vacuum.

Whether this leadership void becomes problematic or not largely depends on the organization’s innovation culture and practices. In some cases, it may hinder progress, while in others, a dynamic innovation culture can compensate for the absence of centralized leadership.

Readiness Best Practices

Introducing New Products and Services

What follows are specific areas of preparation to ready new products and services to meet opportunity. Invest in these distinct areas of readiness and your new product and services may flourish. Not investing in readiness is akin to leaving your new product or service introduction to chance. It could work out. Some gamblers do win. But, for most people and businesses, relying on chance is a bad strategy. Gambling is not a best practice.

Improving the Odds of New Product and Service Success

  • Product Readiness: Ensure that the new product or service is fully developed, tested, and ready for market launch. It’s okay to launch early and not have everything perfect, as long as you meet customer expectations.
  • Communications Readiness: Prepare marketing materials, messaging, and communication strategies to effectively introduce the new product or service to the intended audience. Make certain you have established listening stations.
  • Sales Readiness: Train sales teams, provide them with the necessary tools and knowledge, and align sales strategies with the new offering. Have a plan to capture and discuss wins and losses and learn from them.
  • Channel Readiness: Ensure that distribution channels and partners are prepared to support the new product or service. This can give your new product and service immense leverage and advantage over competitors.
  • Internal Readiness: Align internal teams and processes with the new offering. This might include changes in operations, customer support, accounting, order entry, cross-functional collaboration. How will you handle stalls and returns?
  • Consultant/Vendor Readiness: Make certain that external entities are aligned with the company’s goals and strategies, especially when external partners or consultants are involved in the launch.

Astronaut’s Checklist: A Lesson in Preparedness

As we explore  the realms of readiness for new products and services, it’s worth taking a moment to reflect on an iconic image from the annals of space exploration. In 1969, when NASA’s Apollo 11 mission embarked on its historic journey to the moon, astronaut Neil Armstrong carried with him a checklist sewn onto his glove cuff. This checklist, a seemingly small yet profoundly significant artifact, encapsulated the essence of readiness in the face of the unknown.

In the vast expanse of space, where precision and preparedness were matters of life and death, every detail mattered. The checklist was a tangible reminder of the meticulous planning and readiness that underpinned the entire mission. Similarly, in the business world, launching new products and services into uncharted territory demands a level of readiness that mirrors the determination and precision of astronauts embarking on lunar exploration.

Learn more about the National Air and Space Museum.

Where is Mission Control?

While there is no single “Mission Control” for product launches, successful product and service launches in the business world often require coordinated efforts from multiple teams and functions. Effective communication, collaboration, and preparation across these teams are crucial for a smooth and successful launch, similar to the way NASA’s Mission Control coordinates efforts for space missions.

As you explore the intricate Interplay between various elements of readiness within your organization, realize that as organizations grow and add people, departments, and outside vendors the orchestration between these areas becomes more important.

Benefits of Readiness

Businesses with a comprehensive readiness strategy for new products and services and demonstrated competency across the various facets of readiness, are more poised  for:

  • increased market share
  • increased sales
  • improved customer and partner satisfaction
  • higher employee retention

These organizations may enjoy a faster time-to-market for new product or service introductions. And once in the market they have improved chances for success as compared to their less disciplined and less ready peers.

The Readiness Recap

Whether you’re a military leader, a city planner, or a business leader, readiness is a universal imperative. It’s the state of being fully prepared to tackle challenges and seize opportunities. In the business arena, readiness takes on a multifaceted role. We’ve discussed the importance of readiness in various aspects, from operational and financial preparedness to innovation and strategic alignment. Among these facets, the readiness to launch new products and services stands as a pivotal capability.

While there may be no single “Mission Control” for product launches in business, there’s a shared understanding that coordinated efforts, comprehensive preparation, and adaptability are essential. Success in business, much like success in space, hinges on the readiness to embrace the unknown, adapt to challenges, and seize opportunities.

Readiness is not merely a concept; it’s a strategic imperative. Businesses that invest in readiness across various facets are poised to thrive, innovate, and succeed in an ever-evolving landscape. So, business leaders, are you up for the challenge? The readiness journey begins within your organization, and the path to success starts with preparedness. Embrace it, lead it, and watch your organization flourish.

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Greg Olson

Strategic and creative chief marketer working with business leaders to clarify and communicate vision, advance innovative products and services, and build more capable, more profitable enterprises. Agency and client-side experiences in startups, small businesses, nonprofits, and publicly traded Fortune 100 enterprises. Especially adept at creating a clear path forward for products and services that are new to the world. I am passionate about creating a better world.
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