Page 8 - CMA PROfiles Winter 2021

The Evolution SUCCESSFULLY NAVIGATING
OF BUSINESS

Outsourcing “THE WORLD AS IT WILL BE”

The world is changing more rapidly than ever, and the impact on Evolution is survival of the fittest, right? To evolve and survive
small shops is profound. at a time like this, you need to take an unflinching, critical look
I was discussing the evolution theme with our editor, Carla at the facts about the way you’re operating and make tough
Atkinson, and she remembered something she wrote for an decisions based on those facts. Many of us are creatures of habit
executive conference at another challenging time — the 2008 or are too proud to admit that we have not been doing things
recession. I think it speaks to where we are now: “Those that in the most effective ways. At a time when there are so many
emerge successful will have confident, courageous leadership — outside forces affecting our success, we need to make sure the
leadership that is wise enough to take an unflinching look at the inside factors that we can control are addressed and optimal.
past and then make gutsy, difficult After you have identified the areas
decisions about the future based of your business that are capacity
on facts, not fear.”
It is change, continuing change, inevitable constraints or bottlenecks,
This year, through the pages of change that is the dominant factor in you should also analyze how
PROfiles, I invite you to explore how society today. No sensible decision can outsourcing may apply to that
to anticipate and respond to the be made any longer without taking into particular need. In this issue, we
way the world will be so you can account not only the world as it is, but the will dive deeper into the topic of
achieve business transformation world as it will be. — Isaac Asimov outsourcing. Joe Knobbe, Senior
that is comprehensive yet agile. Our Account Executive at Siteline in
focus for 2021 is “The Evolution of Chicago, provides insights based
Business.” Evolution requires us on his experience and input from other CMA members. Joe, a
to continually refresh our competitive advantage, sometimes
in dribs and drabs and sometimes in major cataclysms — but former CMA president, has a unique ability to clearly distill ideas
always with some part of our business at risk and in play. To into solutions, and I hope his words inspire you in a meaningful
innovate forever is not an aspiration; it is a design specification. It and profitable way.
is not a strategy; it is a requirement. Amanda Conger, Executive Director

6 PROFILES WINTER 2021