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Lessons from Sam Walton: Cost and Price as a Competitive Advantage

November 10, 2015 By Nagesh Belludi Leave a Comment

I recently finished reading “Made in America”, the bestseller autobiography of Sam Walton (1918–1992.) The book is very educational, insightful, and stimulating.

Walton, the iconic founder of Walmart and Sam’s Club, was arguably the most successful entrepreneur of his generation. From 1985 until his death, he was the richest man in the world. On the 2015 list of the world’s richest individuals, his descendants ranked at #8, #9, #11, and #12.

Despite his immense fortune, Walton lived a humble life right up until his death. He as an enthusiastic outdoorsman and lived in a modest home in Bentonville, Arkansas, for 33 years. On quail hunting trips, he slept in smelly, old beat-up trailers and ate peanut butter sandwiches for breakfast, lunch, and dinner. He even drove a red 1985 Ford pickup and famously said, “What am I supposed to haul my dogs around in, a Rolls-Royce?”

Sam Walton's Red 1985 Ford Pickup Truck

Cost and Price Control

One of the book’s key takeaways is to “control your expenses better than your competition.” Walton says that this focus on cost-efficiency contributed more to Walmart’s enormous success than did any other aspect of his business model:

This is where you can always find the competitive advantage. For twenty-five years running—long before Wal-Mart was known as the nation’s largest retailer—we’ve ranked No. 1 in our industry for the lowest ratio of expenses to sales. You can make a lot of different mistakes and still recover if you run an efficient operation. Or you can be brilliant and still go out of business if you’re too inefficient.

A Child of the Great Depression Takes to Retail

Walton was a child of the Great Depression. The poverty he experienced while growing up in a rural Missouri farming community taught him the value of money, hard work, and perseverance.

Walton learned the value of a dollar early from his parents, who financially struggled to raise their family. The two squabbled constantly, except on one topic. “One thing my mom and dad shared completely was their approach to money: they just didn’t spend it.”

Walton was just plain cheap. His devotion to bargain became Walmart’s underpinning. He lived by a simple formula: pile it high, sell it cheap. “Say I bought an item for 80 cents. I found that by pricing it at $1.00, I could sell three times more of it than by pricing it at $1.20.” He refused to increase profit margins at the expense of price: “I might make only half the profit per item, but because I was selling three times as many, the overall profit was much greater. Simple enough.”

The Lasting Impact of Sam Walton

'Sam Walton: Made In America' by Sam Walton (ISBN 0553562835) In 1962, Walton decided that the future of retailing lay in discounting. He studied his competitors and borrowed liberally. His strategy was to buy low, sell at a discount, and make up for low margins by moving vast amounts of inventory. Over the decades, Walmart has relentlessly squeezed as much value as possible from its supply chain and passed those savings on to consumers.

Walton’s passion to serve as the “agent” for consumers has changed retailing forever. It’s hard not to overestimate Walmart’s influence on local communities and economics. Walmart’s obsessive focus on low prices changed the way Americans shop. Its bargaining power, superlative size, and logistical efficiency not only dampened inflation, but also brought about productivity gains throughout retailing and manufacturing. Its dominance has attracted backlash from labor unions, anti-sweatshop campaigners, and anti-sprawl activists. Critics also blamed Walmart for contributing to the movement toward overseas production jobs, and for destroying small-town merchants.

However, Walmart’s business model has struggled overseas, especially with profitability in countries where it operates three fourths of its international stores.

Sam Walton’s Influence on Entrepreneurs

Walton inspired legions of other entrepreneurs who thrive on managing costs and prices to gain competitive advantage. Prominently,

  • Dell’s Michael Dell kept costs low by using direct sales as his primary sales channel and orchestrating Dell’s supply chain with that of its suppliers.
  • Ryanair’s Michael O’Leary used absurdly low fares to generate demand from fare-conscious travelers who would have otherwise used alternative means of transportation or would have not traveled at all. O’Leary’s operating costs (aircraft, equipment, personnel, customer service, airport access, and handling) are one of the lowest in the airline industry.
  • Amazon’s Jeff Bezos used innovative sales-discounting methods and a strong emphasis on customer service to grab market share from traditional retailers. Without the burden of operating physical stores, Amazon’s efficiency has played a key role in the structural shift away from brick-and-mortar retail.

The “wheel of retailing” theory in corporate strategy posits that a lower-cost innovator eventually undercuts every dominant merchant. To combat the risk of cost-leadership from Amazon and other online retailers, Walmart has made major investments in e-commerce, even at the risk of cannibalizing its in-store sales.

Filed Under: Business Stories, Great Personalities, MBA in a Nutshell Tagged With: Entrepreneurs, Finance, Materialism, Mental Models

Books I Read in 2016 & Recommend

December 27, 2016 By Nagesh Belludi Leave a Comment

Personal Finance: Thomas Stanley and William Danko’s The Millionaire Next Door summarizes anthropological research from the ’90s on the attributes of unassuming wealthy Americans. The authors discuss the fancy trappings of affluence and the high cost of maintaining social status. They explain that prosperous individuals prioritize financial independence over a high social status. Key takeaway: It’s easy to get rich by living below your means, efficiently allocating funds in ways that build wealth, and ignoring conspicuous consumption. {Read my synopsis in this article.}

'Taking Advice' by Dan Ciampa (ISBN 1591396689) Decision-Making / Problem-Solving: Dan Ciampa’s Taking Advice offers an excellent framework on the kind of advice network you need on strategic, operational, political, and personal elements of your work and your life. Taking Advice offers important insights into a seemingly obvious dimension of success, but one that’s often neglected, poorly understood, or taken for granted. {Read my synopsis in this article.}

Creativity / Decision-Making / Teamwork: Edward de Bono’s Six Thinking Hats describes a powerful problem-solving approach that enriches mental flexibility by encouraging individuals and groups to attack an issue from six independent but complementary perspectives. Key takeaway: The ‘Six Thinking Hats’ method can remove mental blocks, organize ideas and information, foster cross-fertilization, and help conduct thinking sessions more productively than do other brainstorming methods. {Read my synopsis in this article.}

Presentation / Communication: Edward Tufte’s The Cognitive Style of PowerPoint argues that presentations reduce the analytical timbre of communication. In other words, presentation slides lack the resolution to effectively convey context, “weaken verbal and spatial reasoning, and almost always corrupt statistical analysis.” Tufte contends that, by forcibly condensing our ideas into bullet point-statements, phrases, and slides, we break up narrative flow and flatten the information we’re trying to convey. Key takeaway: Well-structured and succinct memos can convey ideas comprehensively, clearly, and meaningfully. {Read my synopsis in this article. Also, learn about Amazon’s ‘Mock Press Release’ discipline and Procter & Gamble’s ‘One-Page Memo’ practice to communicate ideas.}

Happiness / Relationships: Janice Kaplan’s The Gratitude Diaries. For one year, Kaplan maintained a gratitude journal and wrote down three things that she was thankful for each day. She also decided to “find one area to focus on each month—whether husband, family, friends, or work—and … see what happened when I developed an attitude of gratitude.” Key takeaway: A grateful heart is a happy heart. Stop whatever you’re doing, take stock of your blessings, and be grateful for everything you have in life. {Read my synopsis in this article.}

'Man's Search for Meaning' by Victor Frankl (ISBN 1846042844) Psychology: Viktor Frankl’s Man’s Search for Meaning. When subject to brutal treatment at Nazi concentration camps in Germany, Frankl changed his initial reaction from ‘Why me?’ and ‘Why is this happening?’ to ‘What is life asking of me?’ Such profound shifts in thinking, Frankl argues, could help you find meaning in life, regardless of what is happening on the outside. Key takeaway: The one power you have at all times is the freedom to choose your response to any given set of circumstances. Uncover a sense of purpose in life and you can survive nearly anything. {Read my synopsis in this article.}

Psychology: John Tierney and Roy Baumeister’s Willpower: Rediscovering the Greatest Human Strength. The book’s central theorem is the much-debated “muscle metaphor” of self-control, which states that willpower is like a muscle that tires out—or runs out of energy—as you use it, but can be replenished and purposely fortified through practice. Key takeaway: Budget your willpower and spend it where and when you need it the most. Eliminate distractions, temptations, and unnecessary choices. {Read my synopsis in this article.}

'Sam Walton: Made In America' by Sam Walton (ISBN 0553562835) Biography / Leadership: Sam Walton’s Made in America is the Walmart founder’s very educational, insightful, and stimulating autobiography. It’s teeming with Walton’s relentless search for better ideas learning from competitors, managing costs and prices to gain competitive advantage, asking incessant questions of day-to-day operations, listening to employees at all levels of Walmart, and inventing creative ways to foster an idea-driven culture. Takeaways: ten rules of management success, learning from failure, cost and price as a competitive advantage, and Walton’s ‘Ten-Foot Rule’ to become more likeable.

Biography / Leadership: Deborrah Himsel’s Beauty Queen: Inside the Reign of Avon’s Andrea Jung offers an insightful tale of the spectacular rise to the top and the tumultuous fall from grace of the former Avon CEO. Jung initially led six consecutive years of double-digit growth and then presided over a series of operational missteps that led to her resignation. “Her story is a cautionary tale, one that suggests the critical importance of being aware of your weaknesses and how they can sabotage you.” Key takeaway: Spectacular success, especially those attributable to external circumstances, can often conceal on organization’s or an individual’s flaws. When the tide turns, the deficiencies are exposed for all to see. {Read my synopsis in this article.}

'The HP Way' by David Packard (ISBN 0060845791) Biography / Leadership: David Packard’s The HP Way recalls how Bill Hewlett and David Packard built a company based on a framework of principles and the simplicity of management methods. In addition to their technical innovations, Bill and David established many progressive management practices that prevail even today. Starting in the initial days, the HP culture that Bill and David engendered was unlike the hierarchical and egalitarian management practices that existed at other corporations of their day. Key takeaway: The essence of the “HP Way” was a strong and clear set of values, and a culture of openness and respect for the individual. {Read my synopsis in this article. Also learn about management by walking around and Bill Hewlett’s ‘Hat-Wearing Process’ for decision-making.}

Leadership: Warren Bennis and Robert Thomas’s Geeks and Geezers. The authors posit that all potential leaders must pass through a “leadership crucible” that provides an intense, transformative experience. Only after they “organize the meaning” and draw significant lessons from their “crucible experiences” can they become leaders. Key takeaway: Find your “leadership voice” by reflecting on transformative experiences in your life and examining what you’ve learned from them. {Read my synopsis in this article.}

Look at my articles on how to process a pile of books that you can’t seem to finish, and on how self-help books bring hope that change is possible.

Also, see a list of books I read in 2015 and 2014 and recommend.

Filed Under: Belief and Spirituality, Leadership Reading Tagged With: Books

Lessons from Sam Walton: Learning from Failure

March 29, 2016 By Nagesh Belludi Leave a Comment

Sam Walton (1918–1992) experienced failures and setbacks. And, like all successful people, the iconic founder of Walmart and Sam’s Club prided himself on learning from those experiences.

Walton’s Initial Success … and Then, in a Heartbeat, Failure

By 1950, a 32-year-old Sam Walton had established himself as a successful retailer in Newport, Arkansas. In 1945, Walton had purchased a Ben Franklin variety store and set up a five-year personal goal to make it the most profitable variety store in the region. By 1950, Walton had a record $250,000 in sales and $30,000 to $40,000 in profit (some $2.5 million in sales and $300,000 to $400,000 in profits in today’s dollars.) His success had attracted a lot of attention.

Not only that, the young Walton family—Sam, his wife Helen, and four young children—had firmly established itself in Newport. Sam and Helen were very active in the community and had taken up prominent civic and church duties.

An innocuous legal oversight cost him this success. When he had signed the lease on the property rental for his Ben Franklin variety store in 1945, thanks to inexperience and excitement at becoming a merchant, Walton had agreed to give back the landlord 5% of sales. He later discovered this was the highest any retailer had paid for rental.

More significantly, Walton had also neglected to add a clause in his lease that would give him the option to renew the lease after five years. Therefore, in 1950, when the lease on Walton’s Ben Franklin store expired, his sneaky landlord knew there was nowhere else in town for Walton to relocate his store. The landlord refused to renew Walton’s lease at any price! The landlord bought Walton’s well-established store along with its fixtures and inventory and transferred the store to his son. Walton was devastated; he had no choice but to give up his successful store. In his best-selling autobiography Made in America, Walton recalled this as the lowest point of his business life:

I felt sick to my stomach. I couldn’t believe it was happening to me. It really was like a nightmare. I had built the best variety store in the whole region and worked hard in the community, done everything right, and now I was being kicked out of town. It didn’t seem fair. I blamed myself for ever getting suckered into such an awful lease, and I was furious at the landlord. Helen, just settling in with a brand-new family of four, was heartsick at the prospect of leaving Newport. But that’s what we were going to do.

Sam Walton Was Not One to Dwell on Disasters

All the hard work he had put in to build a successful store and the earning power he had established over five years had become worthless because of an innocuous mistake. Nevertheless, Walton didn’t let this disaster get him down.

I’ve never been one to dwell on reverses, and I didn’t do so then. It’s just a corny saying that you can make a positive out of most any negative if you work at it hard enough. I’ve always thought of problems as challenges, and this one wasn’t any different. I don’t know if that experience changed me or not. I know I read my leases a lot more carefully after that, and may be I because a little wary of just how tough the world can be. Also, it may have been about then that I began encouraging our eldest boy—six-year-old Bob—to become a lawyer. But I didn’t dwell on my disappointment. The challenge at hand was simple enough to figure out. I had to pick myself up and get on with it, do it all over again, only even better this time.

This Newport experience turned out to be a blessing in disguise for Walton. His family relocated to the relatively obscure Bentonville, Arkansas, for a brand-new start. Walton started over and established himself as a retailer again—only in even bigger and better ways. In 1962, Walton decided that the future of retailing lay in discounting. His strategy of buying low, selling at a discount, and making up for low margins by moving vast amounts of inventory, made Walmart the most successful retailer ever. From 1985 until his death in 1992, he was the richest man in the world.

Successful People Learn from Failure and Get On

'Sam Walton: Made In America' by Sam Walton (ISBN 0553562835) Walton’s was a typical entrepreneurial response to failure—successful people take risks, fail sometimes, but pick themselves up, ask what they can learn from the experience, and try again, even harder the next time.

On a related note, Bill Gates, the most successful entrepreneur of his generation, once said, “Success is a lousy teacher. It seduces smart people into thinking they can’t lose.”

Complement this lesson on failure with J.K. Rowling’s reflections on the benefits of failure in her famous 2008 commencement address at Harvard: “Failure meant a stripping away of the inessential. I stopped pretending to myself that I was anything other than what I was, and began to direct all my energy into finishing the only work that mattered to me…The knowledge that you have emerged wiser and stronger from setbacks means that you are, ever after, secure in your ability to survive.”

Filed Under: Leadership Reading, Sharpening Your Skills Tagged With: Attitudes, Discipline, Entrepreneurs, Learning, Persistence, Personal Growth, Success

Books I Read in 2015 & Recommend

December 23, 2015 By Nagesh Belludi Leave a Comment

In addition to a number of Rick Steves’ and Lonely Planet books for my summer-long travels across Europe, here are a few books that I read in 2015 and recommend.

  • Biography / Business: Brad Stone’s The Everything Store: Jeff Bezos and the Age of Amazon is an engrossing chronicle of the obsessive hard-driving personality of its founder-CEO and the company that has played the pivotal role in the shift from brick-and-mortar retail to online retail.
  • 'Onward: How Starbucks Fought for Its Life without Losing Its Soul' by Howard Schultz, Joanne Gordon (ISBN 1609613821)Biography / Leadership: Starbucks founder Howard Schultz’s Onward: How Starbucks Fought for Its Life without Losing Its Soul is an interesting depiction of Starbucks’ turnaround after Schultz returned as CEO in 2008. Read Onward for a case study of the founder’s syndrome in action and a self-congratulatory portrait of a charismatic entrepreneur and brilliant corporate cheerleader. Read my summary.
  • Biography / Business: Ashlee Vance’s Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future is a biography of America’s current most audacious entrepreneur and Silicon Valley’s most prominent innovator. While the book details Musk’s bold leadership decisions, it also serves as a great reminder of how an extreme personality and intense success are not without their costs. Read my comments.
  • Decision-Making: Phil Rosenzweig’s Left Brain Right Stuff delineates distinct but complementary skills required for making winning decisions: logical analysis and calculation (left brain skills) and as well as the willingness to take risks, push boundaries, and go beyond what has been done before (right brain skills.)
  • 'Surely You're Joking, Mr. Feynman!' by Richard Feynman, Ralph Leighton (ISBN 0393316041)Biographies / Mental Models: Physicist and Nobel Laureate Richard Feynman’s scientific curiosity knew no bounds. His academic life, acuity, life-philosophy, and ability to communicate science are inspirational to anyone pursuing his/her own life’s fulfillment. The following biographies capture his many scientific achievements, playfulness, varied interests and hobbies, and—perhaps most notably—his many eccentricities.
    • Surely You’re Joking
    • What Do You Care What Other People Think
    • Genius Richard Feynman
    • The Pleasure of Finding Things Out
  • 'Sam Walton: Made In America' by Sam Walton (ISBN 0553562835)Biography / Business: Sam Walton’s bestseller autobiography Made in America is very educational, insightful, and stimulating. Walton inspired legions of other entrepreneurs who thrive on managing costs and prices to gain competitive advantage. Read about an important lesson from this book about cost and price as a competitive advantage.
  • Decision-Making: Suzy Welch’s 10-10-10 Rule advocates considering the potential positive and negative consequences of all decisions in the immediate present, the near term, and the distant future: or in 10 minutes, 10 months, and 10 years. Read my summary.
  • Biography / Mental Models: Walter Isaacson’s A Benjamin Franklin Reader is an excellent collection of the writings of Benjamin Franklin, one of America’s most beloved founding fathers. Franklin was a polymath renowned for his lifelong quest for self-improvement.
  • 'The Art of Stillness: Adventures in Going Nowhere' by Pico Iyer (ISBN 1476784728)Philosophy: Pico Iyer’s The Art of Stillness argues the importance of taking a timeout from busyness. Iyer contends, “In an age of speed … nothing could be more invigorating than going slow. In an age of distraction, nothing could feel more luxurious than paying attention.” Read my summary.
  • Biographies / Art / Philosophy: Steven Naifeh and Gregory Smith’s Van Gogh: The Life and Michael Howard’s Van Gogh: His Life & Works in 500 Images paint a vivid picture of the artistic genius and the troubled personal life of Vincent van Gogh. Ever Yours is an absorbing anthology of correspondence between Vincent and his brother Theo. Ever Yours sheds light on Vincent’s shifting moods, turbulent life, and philosophical evolution as an artist.
  • Management: Ken Blanchard and Spencer Johnson’s One Minute Manager is a best-selling introductory business book about goal-setting and giving feedback. Read my summary.
  • Biographies: Tenzing Norgay’s autobiography Man of Everest and Yves Malartic’s Tenzing of Everest portray the personal triumph of a poor and illiterate but ambitious, deeply religious explorer.

On a related note, read my article about reading hacks: How to Process that Pile of Books You Can’t Seem to Finish. Also see books I read in 2014 & recommend.

Filed Under: Leadership Reading, Sharpening Your Skills Tagged With: Books for Impact, Skills for Success

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About: Nagesh Belludi [hire] is a St. Petersburg, Florida-based freethinker, investor, and leadership coach. He specializes in helping executives and companies ensure that the overall quality of their decision-making benefits isn’t compromised by a lack of a big-picture understanding.

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