"Stay the Course" is a popular phrase.  It sounds all macho, and committed to a destiny, to proclaim you must "stay the course."  However, as bnet.com pointed out there are times when "Stay the Course is a Recipe for Disaster." The article calls it "Stay The Course-Itis" (or STCI) for leaders that don't know when it's time to change direction.  We can now see that BP simply drilled one too many deep-water holes in the Gulf – just as Exxon let one too many tipsy captains steer oil vessels before the Valdez crashed.  Staying the course may sound good, but too often the course isn't right.  And a bad course can lead you into disaster.

Take for example Dell.  As reported by The New York Times, and picked up by CNBC.com, "in Suit Over Computers, Window into Dell's Fall," we learn that Dell went just a bit too far in its effort to be a low cost industry supplier.  Hoping desperately to maintain a slight lead in lowering costs, Defending & Extending Dell's long-term Success Formula as industry supply chain leader, Dell simply bought bad parts. It then replaced bad product with more bad product.  Refused to admit to itself that it had gone "too cheap" in its effort to be cheap.  Things went from bad to worse as the Lock-in to keep costs low led to multiple customer disasters – even at the law firm defending Dell in court!  And Michael Dell is being accused of financial irregularities in his effort to make Dell's results possibly look better than they were.  Both corporately and personally leadership made some big mistakes – not unlike BP – in the effort for Dell to "Stay the Course."  

Microsoft certainly isn't without it's STCI as CEO Steve Ballmer keeps dropping new projects to funnel money and other resources into old desktop/laptop products. The Wall Street Journal reported "Microsoft Kills Kin Mobile Less Than Two Months After Launch."  Kin was a product targeted at the hot market for youthful cell phone users.  A double-digit growth market.  But Microsoft is backing out, despite its ballyhooed launch – including announcements to take the product to China very soon.  Microsoft can't seem to do much but "Stay the Course" supporting old products.

Both tech companies have had no improvement in their market value the last decade.  And BP has watched its value drop more than 50% since the spill started.  Some now actively wonder if BP could disappear as SeekingAlpha.com discussed in "How Likely is a BP Takeover bid?" Staying the course in the Gulf, drilling for more oil in deeper water and taking on more risk, could cost BP its existence if another company buys up the discounted equity.  Of course, there is still reason to think BP could get wiped out from the costs of the disaster without a takeover.

Companies can get over SCTI if they follow advice given at ABCNews.com "Reboot Your Small Business by Reinventing."  The article applies to all size businesses, however.  When you see your business doing poorly, especially relative to competitors, it's time to attack sacred cows and do some things differently.  Instead of "doubling down" on the old Success Formula, do new things!

You don't want to end up like BP, Dell or Microsoft today.  Once great companies that are floundering now – struggling to find growth as they continue spending so much energy trying to "Stay the Course."  When the seas are too calm to sail, leaving you stranded with no growth, or the waves are crashing too heavily, as competition is derailing your efforts, why not set a new course?  One that can lead you to better growth?  There's no harm, or shame, in heading where the market is going, using Disruptions and White Space to develop new solutions.  Don't let your ego, pride, or history/legacy push you to "stay the course" when better results can be found in new markets, new customers and new solutions.

PS – Yesterday SmartBrief on Leadership newsletter ran ""For Real Innovation, Pick Up the Phone" linking to the BloggingInnovation.com repost of "It's the One You Don't See That Kills You."  Compliments to Braden Kelley for a great web site, and getting the word out about how important it is to apply innovation! I enjoyed how the newsletter grabbed the conclusion, that businesses need to obtain more outsider input, and ran with it as the title.  better than my title, to be honest!

PPS – PRLog.org just picked up my blog on "Journalism in 2020."  Great to see the media enjoying my comments about their industry, and passing them along through this communication site!