Super Companies – How Do They Do It?

by Larry Galler

Every industry has them… The Super Companies. They seem to do everything right and grow faster and out of proportion to their industry and their competitors.

I could name names here like Starbucks, Amazon, Apple, Facebook, Southwest Airlines Netflix, and many more, but those household names, the ones that dominate the pages of business newspapers, magazines, and blogs are just the tip of the iceberg. There are thousands and thousands more in smaller marketplaces – regional and local businesses that are equally “Super” but on a smaller scale and it is these that I’m discussing here.

Their staff is courteous and helpful. Their advertising and promotions are interesting, engaging, and successful. Their physical plant is attractive, neat, and businesslike. They have a positive view on events. They grow and prosper in good times and don’t seem to suffer (much) in downturns… how do they do that?

So, let’s say that you have the ambition and the commitment to transform your business into one of these smaller, Super Companies. Where do you start? How do you get from where you are today to where you want to be tomorrow and the day after tomorrow?

The answer is that, in most of these Super Companies, there is someone with a vision leading the way. The vision includes how the company treats people (customers and staff), how the company positions itself in the marketplace and identifies itself (logos, style, media usage), how it demonstrates quality (packaging, warranties, a return policies, customer service and customer experience, making good on promises, etc.). The vision describes what that company can become and also maps the way to get there. They also know the company has to prove their commitment and quality every day to every person – client, prospect, staff, and vendor.

In your business, you need to become the visionary. Everything you do needs to be focused on that vision of the future. You will need to articulate and demonstrate that vision in a manner that inspires those around you to believe in and embrace the possibility that the vision is achievable so that every thing they do in the business is also focused on turning that possibility into reality. So, for a moment, close your eyes and create that dream. Ask two questions: “What would be possible if we were focused on committed to becoming a Super Company? What will we have to do today and every day in order to achieve it in the future?”

Super Companies have the vision, the will to do it, and they get the job done – that’s how they do it! Can you do it?

About the author

Larry Galler coaches and consults with high-performance executives, professionals, and small businesses since 1993. He is the writer of the long-running (every Sunday since November 2001) business column, “Front Lines with Larry Galler” For a free coaching session, email Larry for an appointment – [email protected]. Subscribe to his free newsletter at