MARKETING guru Rob Hartnett has
a new term, Vuca World, which he uses
to explain the intricacies of today's
ever-changing business world.
Hartnett unleashed the term at the
Big Ideas For Small Business
roadshow attended by 90 Geelong
small business people at Grovedale
College on Tuesday night.
Minister for Small Business Joe
taking the roadshow
"One of the things I talk about is
living in a Vuca World," Mr Hartnett
said yesterday. "It's volatile, uncer-
tain, complex and ambiguous."
Mr Hartnett said a incident like the
Icelandic volcano affecting Europe
was an example of a Vuca World.
"We're seeing climate change in
other areas, massive unemployment in
Spain, patchy economies in areas
throughout the world and the intro-
duction of new technology like the
iPad," he said. "How is the iPad going
to affect you, can you utilise these
tnmgs, are you aemg ready and flex-
Harnett said it was most importantfor small businesses to have an agile
"You have to have a business planthat's flexible and you have to adapt
to change. Change is the new `business
as usual'. You need to have an acute
awareness of it and be on top of it," he
Mr Hartnett called on Paul Smart
from Snap Printing in Geelong and
Alycia Edgar from Coastal Accounting
Services to talk about how they man-aged their businesses.
"Paul was able to talk about how he
measured his business on a daily,
weekly and monthly basis.
"Measurement and discipline
business is important. It's great to
have new ideas but you have to
measure results and skills activity.
"It's no different on the football
Cats coach Mark Thompson
would be measuring his team's skills
and activities. If the team is down, he'll
be working on those areas until they
get it right."
Mr Hartnett said he valued the
feedback he got from the roadshow."One chap came up and said, `I wasthinking about putting my head in the
sand and you've talked to me about
the value of social media, marketing
and the ability to connect'.
"He said `I can't bury my head. I
can't take it easy until I retire, I've got
to fire up, I'll have to get serious about
the business again'."
Mr Hartnett said people entering
small business nowadays were better
equiped to succeed than in the past.
"People used to say X amount fail
after two years and X amount fail after
five years but good friends of mine in
research don't believe that any longer.
People entering business have got a
lot smarter, they have a lot more
education and are marketing savvy."
IN TUNE: Minister for Small Business Joe Helper and business expert Rob Hartnett at the
Big Ideas for Small Business
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