Is Your Business a Blight?

There is a blight on my land, and it just killed my favorite chestnut tree. The so-called chestnut blight, introduced a century ago, wiped out 4 billion American chestnut trees and is still a potent exterminator of all the new trees sprouting from the old roots. I had great hope that our 30 footer would have some genetic variation to ward off the fungus, but that was not to be. After putting out a few leaves this year, it is finally done, soon to become boards and firewood.

The success of this blight is quite remarkable and reminds me (in a dark sort of way) of successful businesses and products. The blight’s attributes are truly something to aspire to, although hopefully in a more positive fashion.

• Very clear target – The fungus only kills the American chestnut, not the Chinese, European*, horse or any other. Your products need to be well aimed into the target market segment. The more specifically the customer can be defined, the better your chance for success

• No competition – Nothing short of forest fires and chainsaws affects the chestnut. They are served up for the blight to attack at will. Everyone would like a market like this – customers just waiting for your product with open arms. The proverbial white space.

• Very effective – Pretty much 100% of the trees succumb to this fungus. Similarly you’d like to see all your offerings leave customers completely satisfied and happy.

• Well established – After 100 years of successfully keeping chestnuts from reclaiming their position as a dominant forest tree, the blight continues unabated. This is nirvana for a company – entrenched products that are adopted by all-comers.

However, even something as successful as chestnut blight won’t dominate forever. The American Chestnut Foundation has been breeding resistant varieties that may ultimately leave the blight without willing hosts.

Though this cryphonectria parasitica is indeed devastating, it does give us some lessons for success. And while you strive to achieve the success on the scale of this blight, just keep an eye on the horizon. Market leadership is not forever, though a century is a pretty good run.

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*For inquiring minds: Technically the European chestnut is susceptible to this blight. However, due to infection of the fungus by a hypoviridae virus, the fungus is less virulent and the chestnut trees survive.