Beratungsgeschäft: Die Ära der Neuen Macher

2
Aug

Das Beratungsgeschäft verändert sich

Es gibt Firmen, die Mandanten strategisch und konzeptionell beraten haben, es gibt Firmen, die Konzepte umgesetzt haben und es gibt Firmen, die die Lösungen betreiben. Projekte werden oft nach dem Wasserfall-Prinzip und in klaren Abschnitten durchgeführt. Businessmodelle stehen selten zur Disposition. Das hat sich in den letzten Jahren aber geändert und neue, agile Vorgehensweisen sind dabei, sich durchzusetzen. Das ist gut so – für fast alle in diesem Spiel.

Zu Teuer und zu langsam

Der Ablauf Strategie -> Konzeption -> Umsetzung -> Betrieb ist einleuchtend und althergebracht. Er hat jedoch zwei Nachteile: Er ist für Mandanten extrem teuer und es lange dauert, bis Veränderungen eintreten. Nicht selten erlebt man, dass durch firmenpolitisches Strukturgerangel, sechs Monate Verzug entstanden, bis strategisch alle Schächen identifiziert waren. Wenn dann ein Konzept fertig war (und mehrere Ordner füllte) waren die Ergebnisse, der neuen Strategie, zum Teil überaltert.

Niemand hat an dieser Stelle dann den Mut, das Ganze noch einmal neu zu bewerten.

Die Folge daraus: extrem hohe Kosten.

Umso grösser eine Beratungsgesellschaft, desto höher die Tagessätze und desto jünger und unerfahrener die Berater.

Bestehendes digitalisieren und Neues erschaffen

Die Zeiten haben sich verändert und grössere Unternehmen haben erkannt, dass es nicht reicht, das bestehende Angebot zu digitalisieren, einen E-Commerce-Store zu etablieren und eine Social-Media-Abteilung einzuführen. Einige haben erkannt, neue Technologie dazu einzusetzen, um neue Angebote und Produkte zu erschaffen, so entstanden neue Geschäftsmodelle.

Das Risiko neuer Geschäftsmodelle ist, dass man nicht weiß, ob sie funktionieren oder nicht. Die ist der Moment, wo der Wasserfallartige Digitalisierungs-Approach nicht mehr vereinbar ist.

Einfach machen

Dem Zeitgeist entspricht es, einfach zu machen. Umso mehr Wissen wir schnell verfügbar haben, desto weniger wichtig wird ein theoretischer Anspruch an die Umsetzung. Besonders deutlich zeigt sich dieser Kulturunterschied in der Automobilbranche, wo deutsche Automobilhersteller als Vertreter eines konservativen Anspruchs mit langwierigen Konzepten und Strategiefindungsprozessen versuchen, die Zukunft zu meistern und dabei ihren Weg zu finden.

Demgegenüber stehen neue Hersteller wie  z.B. Tesla, die  auch Strategien haben, diese viel schneller realisieren und versuchen, möglichst zügig „Minimal Viable“ Produkte zu liefern. Das ist bei Tesla gut aufgegangen. Nun muss dies auf eine relevante Größe skaliert werden.

Die neuen Macher

Bisher galt: „Als wir das Ziel aus den Augen verloren haben, verdoppelten wir die Anstrengungen“.

Dem gegenüber steht ein neuer Typ „Macher“. Er beherrscht strategisches denken und verliert sich nicht in endlosen Formulierungen.

Ein altgedienter CEO einer größeren Firma erklärt es so:

„Lass Sie sich bloß nicht von diesen Strategie-Heinis einlullen. Was nicht auf eine A4 Seite passt, ist keine gute Strategie. Alles was du darüber hinaus noch dazu aufschreiben kannst, wird sich in der Umsetzung sowieso als Unsinn, Wunschdenken oder Glückstreffer hinausstellen. Also lass es sein.“

Vielleicht zu radikal und zu populistisch. Doch der neue Typ Macher will so schnell wie möglich Resultate produzieren, diese validieren und, wenn erfolgreich, weiterentwickeln und einführen. Diese Lean-Startup-Diskussionen sind bei potenziellen Mandanten oft bereits weit gediehen. Um dies zu lernen, fahren viele Manager seit Jahren ins Silicon Valley – gecodet wird dort eh nicht.

Strategie ist wichtiger geworden

Paradoxerweise erhöht dieses Vorgehen den Druck auf die Strategie: Ist die Strategie nicht optimal, kommt das viel schneller zum Vorschein. Dadurch können Fehlinvestitionen verhindert oder wenigsten vermindert werden. Dieser Umstand wirkt sich positiv auf die Strategieentwicklung aus.

Beratungsgeschäft unter Druck

Das Beratungsgeschäft gerät hierdurch unter Druck. Langfristig werden bestehende, klassische Beratungsmodelle nicht mehr von Mandanten gewünscht werden. Deren Zeit ist abgelaufen.

Oft wurden Projekte in eine Richtung gesteuert, bei der sich das Mandat als besonders lukrativ erwiesen hat.

Quelle: t3n
Bild Shutterstock

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