In this episode of “What If? So What?” Jim sits down with Columbia Business School professor and c-suite innovation expert, Rita McGrath, to unpack what it really takes to lead through uncertainty.
McGrath, known for her work on discovery-driven planning and intelligent failure, challenges the notion that strategy is a linear, long-term plan. “The time to reinvent your competitive advantage,” she says, “is when things are going well.” But that’s also when leaders are least motivated to change. This paradox is at the heart of her book “Seeing Around Corners.”
One of the most compelling ideas Jim and Rita discuss is the concept of intelligent failure, a term coined by Sim Sitkin. In unpredictable environments, failure isn’t just inevitable – it’s essential. McGrath urges leaders to treat new initiatives as experiments, not predictions. “What’s the smallest test you can run to validate your assumptions?” she asks. This mindset shift helps organizations move faster and learn more, without betting the farm.
The conversation also touches on discovery-driven planning, a framework that flips traditional business planning on its head. Instead of building a plan to prove you’re right, McGrath suggests building one to learn. Define what success looks like, work backward, and identify key assumptions. Then, test those assumptions through structured checkpoints. Her RACE (Redirect, Accelerate, Continue, Exit) model offers a practical way to evaluate progress.
One particularly memorable takeaway from the conversation is Rita’s metaphor of “snow melting from the edges.” It’s a reminder that the earliest signs of disruption often appear at the fringes of an organization. Leaders must make time to observe, listen, and absorb uncertainty— especially when their teams are looking for clarity.
In a world where AI, digital transformation, and shifting customer expectations are rewriting the rules, McGrath’s insights are a timely call to action. Strategy isn’t about having all the answers—it’s about asking the right questions and being brave enough to experiment.
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Meet our Guest
Professor Rifa McGrath
Rita McGrath, a recognized strategy and innovation expert, is consistently ranked among the top 10 management thinkers in the world by the prestigious Thinkers50 and is a past winner of its coveted Strategy Award. The best-selling author of five books on leadership, business, and organizational management, she runs the Rita McGrath Group and is the founder of consultancy and innovation platform Valize. She is a trusted partner and strategic advisor in the C-suites of many of the country’s biggest and most well-known companies as they work to grow, evolve, reinvent themselves and see around corners.
Rita is known for her energy, positivity, storytelling, and ability to connect with audiences. She is a sought-after corporate speaker, a longtime educator at Columbia Business School, author and host of the popular podcast and newsletter “Thought Sparks,” available on YouTube. Connect with her on LinkedIn and learn more at RitaMcGrath.com.
Connect with Rita
Meet the Host
Jim Hertzfeld is Area Vice President, Strategy for Perficient.
For over two decades, he has worked with clients to convert market insights into real-world digital products and customer experiences that actually grow their business. More than just a strategist, Jim is a pragmatic rebel known for challenging the conventional and turning grand visions into actionable steps. His candid demeanor, sprinkled with a dose of cynical optimism, shapes a narrative that challenges and inspires listeners.
