As an entrepreneur you combine ‘Run’ and ‘Change’

Today and tomorrow

It is a classic dilemma. As an entrepreneur you have to build on the present, the activities that you now earn your money, and to the future, where the profit will be made. ‘Run’ and ‘Change’. How do you combine this in a smart way? Writer, researcher and adviser Scott Anthony Advises entrepreneurs to work on ‘Dual Transformation’. That is the perfecting of business operations today and creating the business of tomorrow, independently of each other, but with an intelligent connection.

Transformation A

The first transformation is all about optimizing, restructuring and modernizing what works today. Everything you do to solve problems for your customers and with which you now earn your money, you constantly try to improve. That extends beyond everything a little faster and cheaper. One of Anthony’s favorite examples is Netflix. That went from sending DVDs by post, to streaming and producing their own films and series. Netflix still serves the same market, but in a new way.

Transformation B

The second transformation is the construction of start-ups in addition to the existing company. The goal is to learn by experimenting with which profit can be made in the future. Within current or new markets. Anthony mentions as an example Amazon Web Services (AWS). Online Department Store Amazon founded an internal business unit about 25 years ago for fast, flexible access to computer storage and computing power. Because it was realized that other companies could sometimes have the same need, AWS was launched in 2006. Now this is the largest provider of online computer services worldwide, with a turnover of $ 107.6 billion in 2024.

The bridge between A and B

The big challenge, says Anthony, is finding a bridge between transformation A and B. You do that by looking for unique, existing capacities within your company and using it when working on the future. As Amazon did with his experience in cloud computing. Another great example is The Japanese company Fujifilm. Once big in film rolls, the company is now successful in cosmetics, among other things. Connecting link? Knowledge and expertise around the protein collagen. That is not only a raw material for film rolls, but also the most important component of human skin.

So? As an entrepreneur you (a) have to optimize existing and (b) new things. Treat these two transformations as separate worlds. Do you have a large company? Set up a separate team or new company. Do you undertake on your own? Reserve a fixed part of the day per week for working on your future. But – important advice – ensure that B uses the unique knowledge and experience of A. That provides a major advantage over the competition.

This is how you combine ‘Run’ and ‘Change’ And build the next version of your company.

Ben Tiggelaar Writes weekly about personal leadership, work and management.

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