Drifter Syndrome

Definition

A strategic pathology where marketing-driven organizations substitute image for substance, producing bland copycat offerings while becoming mired in bureaucracy. Success in marketing creates belief that anything can be sold, leading to product proliferation without design excellence. The organization's volitional capacity atrophies as bureaucratic inertia replaces strategic direction.

Diagnostic Criteria

1. Organization has history of marketing excellence
2. Product lines have proliferated without coherent strategy
3. Design and manufacturing quality have declined
4. Bureaucracy has grown oppressive
5. Turf battles and factionalism impede decision-making

Symptoms

• Packaging and advertising substituting for good design
• Bland "me too" copycat offerings
• Product proliferation without strategic coherence
• Remote management-by-numbers
• Oppressive bureaucracy
• Turf battles between divisions
• Simple problems taking months to address
• Leader decoupled from company, company from market
• Insipid and political corporate culture

Risk Factors

• History of marketing-based competitive advantage
• Strong brand names creating complacency
• Success reinforcing belief in selling over substance
• Decentralized profit center structure
• Leaders who rose through marketing/sales ranks

References