Three months into the Executive MBA programme, a flurry of deadlines passed and now the frenzy of exam revision. The Strategic Leadership module with Professor Elena Novelli was a real highlight of our first term. Each lecture divided into theoretical concepts and rigorous application to an industry or company case study. Professor Novelli’s choice of case studies (wine, travel and online dating) certainly made the content stick.
My group chose to assess Nvidia’s competitive advantage. With my gaming experience limited to Donkey Kong and handheld games (now museum exhibits), Nvidia’s graphic processing units were revelatory. But sometimes not ‘knowing’ an industry can lend itself to objectivity. After mastering a slew of four-letter acronyms, I was gripped by this story: Nvidia leverage their GPU dominance to create strong footholds in complementary markets, such as data-centres, artificial intelligence and ADAS (that is Advanced Driving Assistance Systems – I now suspect those acronyms are a device to beat word-counts).
Over the short Christmas break, I headed to the in-laws in Sydney. At Bondi Icebergs bathing pools, I realised I had begun to integrate the EMBA content, as my fellow lap swimmers became a metaphor for competitive advantage. One well-aged Iceberg swimmer, who has swum for decades without a wetsuit, moves out of the mainstream to carve his own niche in a side lane. The MAMIL (‘Middle-Aged Man In Lycra’) then emerges as the dominant incumbent, powering up and down the pool in front crawl, competing at speed. New entrants with ‘Ironman’ caps and waxed chests signal their emergent prowess – you have to be bold to enter their lane. Others extend the technological frontier with hand-paddles and flippers. With aspirations to swim the bay, I needed coaching in new techniques to cope with the surf conditions.
What is Icebergs’ business? Swimming, the original core proposition, draws a key customer segment from the community. But in the summer months, the tourists arrive – intent on snapping their requisite selfie at the famous pool boost gate receipts. Yoga, gym, a cafe, massage and swimming school provide additional revenue streams. The pool entry price is a modest $7, whereas a poolside soy flat white will set you back $5 – a significant cross-sell.
The EMBA is creating the space and honing the skills to sharpen my professional competitive advantage. A career break for kids and the dive-in confidence that comes with taking time out, tempted me to compete on cost. Early discussions with the Careers Teams refracted my past experience through a new prism, revealing a consistent theme: innovation of commercial roles in organisations and industries points of change. A theme that will be explored further at the Achieving your Potential retreat.
What of Cass’s competitive advantage, then? Consistent performance in the MBA rankings is reassuring. When I applied, the real pull for me was the proximity of the campus and faculty to the City of London. The Cass faculty regularly work with industry, so discussions are always current and the Cass brand well-respected externally. Those lecturers we met in the first term prioritised dialogue and debate. Time to catch my breath before the next wave of revision!
Executive MBA (2020)