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If golf can be radical, then everyone can be

27 August 2019

Lithe CEO – Anthony Murphy

We all know that being radical is not a guarantee for success, but I applaud any organisation that tries to differentiate by packaging up standard offerings in a different and innovative ways. It was therefore to my great surprise to see this happen in golf, not exactly a sport known for radical thinking.


I watched the FedEx Cup at the weekend, initially with some confusion as I saw players significantly under par after only a few holes. I enjoy watching golf, but mostly it is the majors I try to binge so don’t follow tour events closely so had no idea what was going on.


The radical approach to introduce the stroke adjusted starting scores based on performance throughout the year rather than a level scorecard was enough to entice me to watch this non-Major event. I enjoyed watching Rory McIlroy win – a player who started at 5 under par, right in the middle of scores awarded. This meant he had a better chance than most to win but his performance was so good he would have won under the old format too.
We will never know if he would have performed so well had he not been given his starting advantage, but I suspect it was a good feeling to start an event in the top 5. So well done to him and golf for being brave and trying something different.


What I loved about this radical change, was the format of golf remained the same so once the new scoring at the start was understood, everything else remained the same familiar product. It showed how radical doesn’t mean throwing everything away and starting again.


Can we draw parallels in the world of Intelligent Automation? I believe so. Embracing new technologies and processes to radically change how you engage with your customers is at the heart of successful IA implementations. These changes don’t need to be radical to the extent of throwing long-lasting processes away.


Instead, you need to look at the areas which will have the biggest impact for the lowest cost – not to be confused with “low hanging fruit”, which often delivers rapid results for limited impact. Many IA technologies are ideal for gaining radical differentiation without massive investment or effort.


As the Tour Championship organisers know, their competition is not only from other tournaments but from every other sport who are all trying new ways to attract spectators.


Your existing and emerging competition is most likely embracing Intelligent Automation to find those radical but small changes that lead to increased market share and profit. If golf can be radical, then I believe everyone should be!

At Lithe we work with market-leading IA technologies, and our own Onevolve platform to help organisations achieve radical outcomes and change how they engage with customers. Find out more by clicking here.

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