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92 PCB007 MAGAZINE I SEPTEMBER 2022 lead can become resistant. Taking the right action at the wrong time will undermine a leader's relationship and trust with their team. 3. Wrong action at the right time = mistake. Natural entrepreneurs tend to have a strong sense of timing, intuitively knowing when to seize an opportunity. ey also have a propen- sity for risk, which sometimes results in mistakes in their actions. However, great leaders know when to cut their losses. Timing is everything, but the right actions are equally important. Poor Timing Example: Nintendo Virtual Boy In 1995, 20 years before virtual reality (VR) became mainstream and a must-have technol- ogy for gamers, Nintendo launched the first VR headset for the consumer market. Nin- tendo had done their research and went into this venture with eyes wide open. eir previ- ous attempt at VR was the Private Eye, a 3D, stereoscopic, head-tracking prototype whose technology would eventually be employed in the Virtual Boy. But limitations in existing tech- nology resulted in an awkward looking station- ary device, which kind of defeats the purpose of VR. Given its limitations and the $179.95 price tag (1995 dollars) the device was a total flop; a case of a poor timing with a technol- ogy ahead of its time. Technology has caught up with the concept and companies like Ocu- lus have propelled VR into an affordable expe- rience and standard technology of gamers. e fourth outcome is the only one that results in a win: 4. Right action at the right time leads to success. Great things happen when the right action and the right timing come together. Goals are achieved, profits increase, and growth is sustained. Great leaders have a track record of transforming organizations by taking the right action at the right time during critical situations. Good Timing Example: iPod and iTunes Do the names "Rio" or "MPMan" sound familiar? Probably not, unless you owned one (I owned a Rio). Prior to 2001, they were part of the first MP3 players to hit the market. Back then you either had to rip a CD or down- load bootlegged music files to get them on the player, and capacity was only about 20 songs. Where others may have seen a crowded mar- ket, Apple realized this as a market oppor- tunity and introduced the iPod in 2001 with Steve Job's jaw-dropping statement at the product launch: "1,000 songs in your pocket." e other genius timing move was iTunes; the first "legit" service to seamlessly purchase, download, and load music on the iPod. At a time when space was at a premium, the iPod simplified access to music and data storage and truly revolutionized how we purchase and lis- ten to music. As it turns out, timing is everything. Follow these guidelines and e Law of Timing and you will truly be surprised at the results. Focus on enhancing your leadership skills to lead by example and the results will be epic. PCB007 Steve Williams is president of The Right Approach Consulting. He is also an independent certi- fied coach, trainer, and speaker with the John Maxwell team. To read past columns, click here.