In his 2016 letter to shareholders, Amazon founder and then-CEO Jeff Bezos introduced the concepts of Day One and Day Two. Day One is a metaphor that includes perpetual innovation, urgency, and a zealot-like customer focus, while Day Two is a metaphor for stasis, irrelevance, decline, and the eventual failure of an organization. Bezos argued that for an organization to stay vibrant, energetic, and relevant, it must embody a “Day One” mindset.
The Day Two mindset is dangerous for organizations because it symbolizes stasis, irrelevance, and ultimately, the death of an organization. It manifests in slow decision-making, bureaucratic processes, prioritizing internal politics over customer satisfaction, and reluctance to take risks and explore new opportunities. When an organization is stuck in Day Two, customers suffer the most.
Day 2 is stasis. Followed by irrelevance. Followed by excruciating, painful decline. Followed by death. Jeff Bezos
The Blockbuster/Netflix saga has been used so many times to highlight the incumbent losing to the startup that it verges on becoming a cliche. It has mainly been used to support Clayton Christensen’s “The Innovator’s Dilemma” thesis, and I agree it does, but I also think it serves as a simple heuristic for the Day Two mindset. One of the reasons Blockbuster was unwilling to expand their streaming service was the dependency of their profits being linked to customer late fees. According to a 2010 NBC News article, “In 2000, Blockbuster collected nearly $800 million in late fees, accounting for 16 percent of its revenue.” By the time of the article’s posting, those numbers had dropped to $134 million. Slow decision-making, bureaucratic processes, prioritization of internal politics over customer satisfaction, and reluctance to take risks and explore new opportunities led Blockbuster first into stasis, then irrelevance, and ultimately, its death via bankruptcy.
So, how does an organization get out of Day Two if they are already there? An organization will need to create a mechanism that will allow it to generate enough escape velocity to propel itself back into a Day One mindset. One such mechanism is developing a leadership team (C-suite) with a robust data strategy.
A symptom of the Day Two mindset is siloed data. Where there is siloed data, there is a bureaucracy that justifies the need to keep it siloed, followed closely by internal politics that prioritize ownership over customers. See how it is all woven tightly together? If you are stuck in this Day Two mindset, you most certainly do not have a robust data strategy. While organizations can operate and function with siloed data, bureaucracy, and politics, with every day that passes, they risk not being able to anticipate, adjust, and remain relevant to their customers.
To escape the Day Two mindset, organizations must develop a robust data strategy. It has to be organized and led by the C-suite and complement and support the organization’s overall strategy and mission. A robust data strategy will be customer-centric, focused on innovating for the customer. It will improve the organization’s agility by providing its leaders and staff with the information they need to make quick decisions. It will take outside trends and help identify new opportunities while allowing for continuous improvements measured in efficiencies, increased productivity, and reduced costs, all while improving the organization’s posture on compliance requirements and risk to the business.
Data can be a real game-changer in helping drive change in an organization. It has the power to give you insights that make you rethink what you know, identify new opportunities, and guide you in developing strategies. By making data your starting point, you can:
- Understand your customers’ needs
- Improve operational efficiencies
- Innovate new products and services
- Increase speed to market
But here’s the catch: for your data strategy to be effective, you need your leadership team to be fully committed. Your C-suite needs to be the biggest cheerleaders for a data-driven culture. Just wishing or saying you want to be a data-driven organization doesn’t make you one. Leadership has to put the resources behind your data initiatives and ensure that everyone in the organization treats data as a strategic asset.
When it comes to building up your data capabilities, you must cover all your bases:
- Governance and management of your data is imperative
- Identifying the right infrastructure and technology platforms
- Developing your staff’s data skills and fostering a data-driven mindset
- Cultivating a culture that embraces data at every level
Remember, your data strategy isn’t a one-and-done thing. It’s a continuous process of improvement and iteration. You must regularly review and refine your strategy to ensure it’s always aligned with your changing business needs and new technological developments.
Finally, an effective data strategy requires collaboration and alignment across all the different functions and departments in your organization. You need cross-functional teams working together to ensure your data initiatives are in lockstep with your overall business objectives and that data is being shared and used effectively across the board.
For organizations that have ambled into a Day Two mindset, I am proposing that they use data as a catalyst for change by developing a robust data strategy that will provide insights and challenge existing assumptions.
Remember, a Day One mindset welcomes challenges to conventional thinking and established norms and is contemptuous of bureaucracy and anti-customer politics.
Previously posted on LinkedIn.




