The Covey Of Owls Treats Corporation (COOT) executives Parliament met quarterly in a fine wood-paneled boardroom that evidenced the decades-long history of its continued steady management. After a set of dry reports from the executive team, the Working Head In Prediction Systems – (WHIPS) moved onto the speaker’s perch to explain how COOT’s research was preparing COOT for the future. She highlighted research.
“A preliminary finding from our newly-hired “deep thoughts” team of just-molted researchers is notable. Our years of deep Invisible Magic treats have been based on the magic number “48”. As all of us know, this is based on the esteemed researcher into invisible magic, Dr. T. Painter, in the ’20s. He improved the work of Dr. T.H. Morgan who won the Nobel Prize for his work in ’33. “48” changed our Century by understanding Cancer in the Forest. We overcame the number “42” in the marketplace.”
“We’ve used our insights into Invisible Magic for our ‘Two-Strand’ treat-line successfully for more than three decades. Now, our young researchers have preliminary findings that could revolutionize our work: the magic number ‘46’.”
Exclamations of excitement and surprise quieted suddenly as the Wise Horned Old Owl of Production Systems (WHOOPS) spoke:
“How will this impact our ongoing products? People respect COOT’s leadership with the Invisible Magic number ‘48’ was the final word. What of the markets’ expectations?”
WHIPS had ruffled the feathers of WHOOPS many times and knew this tone was one of concern and worry.
“’48’ was the last word, and widely accepted by global market consensus. ‘46’, however, maybe the correct value for Invisible Magic. Further research may show even brighter prospects.”
The White Head Feather Owl (WHOs) of Marketing had seen many a campaign come and go. He now worried out loud.
“My friend WHIPS, she speaks of a revolution. I will thus send many a young owl to tell the world, and the expense will be great—and so might our gains! A new Magic Number for Invisible Magic! But, with new resources and vast ads to Magic Pads I’m sure COOT can triumph!”
The WHO raptured at the marvelous new resources and attention this could bring his department and was in favor of anything that could enliven up decades-old going-stale marketing.
Yet WHOOPS had concerns, and worried aloud,:
“Production may need new production equipment, retrained staff, and new logistics to magically send anything new to the marketplace over-the-air. When will COOT know enough to begin the hard work and spending?”
This concerned the Working Head of Employees and Employment Practices (WHEEP).
“WHOOPS and I can take aside any owl workforce and training concerns.”
This alarmed the stolid Chief Financial Owl. He hadn’t come to be CFO to allow his careful Magic Sheets of numbers to be upset. WHEEPs affected them every year with wailing about the workforce. Think of the spells that would have to be recast on the Banking Gnomes, the Sharks in the Trading Pools, and the expectations of the widowed owls who no longer hunted and had their meals flown in. Better to put limits on this now.
“I’m concerned the budget won’t withstand ripples from this ‘preliminary finding’. We need to go slow, and manage the resource spend while accumulating bit by bit magic coins.”
“WHOOPS and WHOS are both correct. I’ll support WHIPS to spend gradually on this to see what results from the hunt.”
WHIPS was gentle – while still on her perch.
“If the just-molted owl research is correct we need to build NOW so we lead the market – we want “46” to be the Next COOT Big Thing, and of course we will obey Parliamentary norms”
As a gentle consensus had been reached, the Parliament of Owls parted to keep on with their important work of keeping COOT relevant.
The young just-molted research owls weren’t satisfied. Impatiently they demanded of WHIPS that she give them more resources, more time, and more attention. Although WHIPS lavished more resources, extended the schedule, and focused more meetings on the recently molted, they weren’t satisfied. They jumped at the chance to build their own nests when the Raptors from the Valley offered to make Flew Away COOT Treats Systems (FACTS) their new habitat.
Soon after, FACTS announced their future ‘Helix’ product lines’ Magic Number would be ‘46’.
With much acclaim, FACTS announced the new scientific knowledge. Magic product engineering was said to follow.
At COOT the Parliament of Executives met the next quarter. After a ritual where WHIPS presided, WHEEPs wailed, and WHOOPs participated discussion turned to the future. A Plan, Resources, Act, for Yield Enhanced Response (PRAYER) was agreed upon. The last hoot came from the Chief of Owl Operations (COO),
“FACT’s are, they flew the COOT and now all we have to go on is a wing and a PRAYER.”
The moral of our Fable is that all enterprises have to test the core assumptions of their business, products, and models against new facts – or have those facts make them Old COOT’s.
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