One of my favourite stories from the 2012 London Olympics was from a discussion I had with the Managing Director of the is4profit.com website for whom I worked at the time. Knowing that I was a keen cyclist the MD told me the story of Dave Brailsford and the hugely successful British Olympic Cycling Team.
The team won a total of 12 Olympic medals, 8 of which were gold with 2 silver medals and 2 bronze medals. Our winners included some now household names such as Bradley Wiggins, Sir Chris Hoy, Geraint Thomas, Victoria Pendleton, Laura Trott, and Chris Froome.
But aside from the huge medal haul, what was the secret to their success?
Incremental gains. Or, in other words, the “aggregation of marginal gains” strategy.
What Are Marginal Gains?
What if you can do something 1% better? And what if you can do something 1% better than a competitor? That is a marginal gain.
A marginal gain, no matter how small, is still a gain. And if you can finish ahead of your competition by even the smallest of margins, that’s a gain, and in a tight race, can amount to a win.
So What’s the Aggregation of Marginal Gains?
A marginal gain may be in just one aspect of how you compete or work. If you can make marginal gains in numerous areas that all add up, then you stand to benefit from the collective benefit of the combined marginal gains in one go.
What Were the Cycling Team’s Marginal Gains?
Sir Dave Brailsford, as a former professional cyclist himself, applied the theory of marginal gains to cycling. Whilst he didn’t invent the concept, he is widely regarded as the source for applying the theory to professional sport, with demonstrable results.
Some key examples of his marginal gains include:
- Optimising bike components:
- Redesigning bike seats for better ergonomics
- Using lighter tires
- Rubbing alcohol on tires for better grip
- Enhancing rider comfort and recovery:
- Testing different massage gels for optimal recovery
- Identifying the best pillows for each rider’s sleep quality
- Transporting riders’ mattresses to every location for consistent sleep environments
- Improving training and performance monitoring:
- Implementing bio feedback sensors to track individual responses to training
- Using indoor racing suits for outdoor riders due to their lighter weight and aerodynamics
- Focusing on health and hygiene:
- Teaching riders proper hand-washing techniques to reduce infection risk
- Nutrition and hydration:
- Adding pineapple juice to water to improve mineral absorption
- Post-race recovery:
- Introducing comprehensive warm-down routines after races
- Aerodynamics:
- Spending more time in wind tunnels to find even one-watt aero gains
- Equipment preparation:
- Ensuring all traces of dust were removed from the workshop floor
Now that’s quite a list of little things that, when all added together, make for a successful cycling team. After all, 8 golds and 12 cycling medals in total is an impressive win rate, especially when you think that in the 76 years prior, British Cycling had only won one medal.
Of course, Bradley Wiggins went on to win the 2012 Tour de France, Chris Froome became a multiple winner with victories in 2013, 2015, 2016, and 2017, and Geraint Thomas won in 2018. With zero prior TDF wins, Britain went on to win 6 times in 7 years!
Marginal Gains for Business
If you’re inspired by the aggregation of marginal gains in cycling, then, like me, you’re probably thinking “How can I apply margin gains to business?”
Well this is probably best suited for an in-depth article of its own, but listing a few things, here’s how you can look at your business and start to think about introducing marginal gains:
1. Process Optimization
- Identify inefficiencies in workflows and make minor adjustments to improve efficiency and productivity.
- Example: Automate repetitive tasks, such as invoicing or customer follow-ups, to save time and reduce errors.
2. Cost Reduction
- Audit expenses and find small ways to cut costs without compromising quality.
- Example: Switching to energy-efficient lighting, which can lead to significant savings over time.
3. Sales Improvement
- Enhance sales processes step by step to boost productivity and performance.
Example: Use CRM tools to automate follow-ups, track leads, and create streamlined workflows for sales teams.
4. Skill Development
- Encourage continuous learning and development for employees.
- Example: Provide short training sessions or online courses to improve specific skills incrementally.
5. Customer Experience
- Make small changes that enhance customer satisfaction and loyalty.
- Example: Improve response times by 1% or personalize communication with customers to build stronger relationships.
6. Team Collaboration
- Foster better teamwork through minor adjustments in communication or meeting structures.
- Example: Reduce meeting durations or adopt standing meetings to save time and increase focus.
7. Financial Strategies
- Incrementally reduce unnecessary expenses and invest in profitable ventures.
- Example: Adjust pricing by 1% each quarter, as demonstrated by PwC, to achieve significant financial payoffs over time.
8. Health and Well-being
- Implement small changes that improve employee well-being.
- Example: Provide ergonomic office furniture or encourage short breaks for mental rejuvenation.
9. Marketing Enhancements
- Refine marketing strategies incrementally.
- Example: Test small changes in ad copy or design to optimize conversion rates over time.
10. Cultural Shifts
- Build a culture of continuous improvement by encouraging employees to suggest small changes in their daily tasks.
- Example: Adopt practices like Toyota’s Kaizen methodology, where employees at all levels contribute ideas for improvement.
This list is by no means exhaustive, and we’ll probably look at these more in-depth in another article. But for now that should give your business mind food for thought.
- Optimising bike components:
- Redesigning bike seats for better ergonomics
- Using lighter tires
- Rubbing alcohol on tires for better grip
- Enhancing rider comfort and recovery:
- Testing different massage gels for optimal recovery
- Identifying the best pillows for each rider’s sleep quality
- Transporting riders’ mattresses to every location for consistent sleep environments
- Improving training and performance monitoring:
- Implementing bio feedback sensors to track individual responses to training
- Using indoor racing suits for outdoor riders due to their lighter weight and aerodynamics
- Focusing on health and hygiene:
- Teaching riders proper hand-washing techniques to reduce infection risk
- Nutrition and hydration:
- Adding pineapple juice to water to improve mineral absorption
- Post-race recovery:
- Introducing comprehensive warm-down routines after races
- Aerodynamics:
- Spending more time in wind tunnels to find even one-watt aero gains
- Equipment preparation:
- Ensuring all traces of dust were removed from the workshop floor
Now that’s quite a list of little things that, when all added together, make for a successful cycling team. After all, 8 golds and 12 cycling medals in total is an impressive win rate, especially when you think that in the 76 years prior, British Cycling had only won one medal.
Of course, Bradley Wiggins went on to win the 2012 Tour de France, Chris Froome became a multiple winner with victories in 2013, 2015, 2016, and 2017, and Geraint Thomas won in 2018. With zero prior TDF wins, Britain went on to win 6 times in 7 years!
Marginal Gains for Business
If you’re inspired by the aggregation of marginal gains in cycling, then, like me, you’re probably thinking “How can I apply margin gains to business?”
Well this is probably best suited for an in-depth article of its own, but listing a few things, here’s how you can look at your business and start to think about introducing marginal gains:
1. Process Optimization
- Identify inefficiencies in workflows and make minor adjustments to improve efficiency and productivity.
- Example: Automate repetitive tasks, such as invoicing or customer follow-ups, to save time and reduce errors.
2. Cost Reduction
- Audit expenses and find small ways to cut costs without compromising quality.
- Example: Switching to energy-efficient lighting, which can lead to significant savings over time.
3. Sales Improvement
- Enhance sales processes step by step to boost productivity and performance.
Example: Use CRM tools to automate follow-ups, track leads, and create streamlined workflows for sales teams.
4. Skill Development
- Encourage continuous learning and development for employees.
- Example: Provide short training sessions or online courses to improve specific skills incrementally.
5. Customer Experience
- Make small changes that enhance customer satisfaction and loyalty.
- Example: Improve response times by 1% or personalize communication with customers to build stronger relationships.
6. Team Collaboration
- Foster better teamwork through minor adjustments in communication or meeting structures.
- Example: Reduce meeting durations or adopt standing meetings to save time and increase focus.
7. Financial Strategies
- Incrementally reduce unnecessary expenses and invest in profitable ventures.
- Example: Adjust pricing by 1% each quarter, as demonstrated by PwC, to achieve significant financial payoffs over time.
8. Health and Well-being
- Implement small changes that improve employee well-being.
- Example: Provide ergonomic office furniture or encourage short breaks for mental rejuvenation.
9. Marketing Enhancements
- Refine marketing strategies incrementally.
- Example: Test small changes in ad copy or design to optimize conversion rates over time.
10. Cultural Shifts
- Build a culture of continuous improvement by encouraging employees to suggest small changes in their daily tasks.
- Example: Adopt practices like Toyota’s Kaizen methodology, where employees at all levels contribute ideas for improvement.
This list is by no means exhaustive, and we’ll probably look at these more in-depth in another article. But for now that should give your business mind food for thought.