#10. Not operating as a "yesterday's hero" organisation [The playbook for HOW! A journey to sustainable performance in the digital age]

Every enterprise begins as a start-up. By delivering the service/ product experience that customers wanted and valued they were able to grow and grow; small business to medium business to large business to enterprise status.

Along the way by innovating and continuing to deliver for customers they build ever more equity, trust and loyalty; becoming front-of-mind in expectations of "organisation X delivers the ABC I want every time just how I want it, so no need for me to go anywhere else".

As an enterprise it's where you want to be today and even more, bigger and better, tomorrow, so continue to test and challenge whether you truly are delivering for customers today and building ever greater equity, trust and loyalty for tomorrow.

Alternatively are you organisationally compromising tomorrow to "really milk the cash cow hard" today for far more than is sustainable. Deferring and/ or under investing in developing people and depth in capability, in digital technology infrastructure, in process improvement, in innovation in delivering valued customer experiences; instead over prioritising historical incumbency benefits such as brand recognition, scale of physical distribution and points-of-presence, lobbying for government regulations, executive largesse, and past delivery and performance in itself, as the methods for protecting your enterprise status. Overweight in living off the past, rather than building and innovating the now to create a future.