Avoiding the Rocks: Common Pitfalls in Commercial Excellence

Why Even the Best Navigators Sometimes Miss the Lighthouse (And What You Can Learn from Their Detours)

Commercial excellence is often likened to navigating a ship through unpredictable waters. Even with the brightest lighthouse guiding your way, it’s surprisingly easy to find yourself perilously close to the rocks. Over my years consulting across Asia Pacific, I’ve seen organisations—large and small—fall into the same traps, regardless of industry or ambition. Let’s explore the most common pitfalls, how to spot them, and, most importantly, how to steer clear.

1. The Reflection Trap: “We’re Fine As We Are”

If It Ain’t even slightly broken, You’re Probably Not Looking Hard Enough. 

One of the most frequent missteps is assuming the current state (“AS IS”) is good enough. The Playbook urges leaders to view their business through three lenses: where you are, where you want to be, and how important the gap is. Similarly thinking that every aspect is at a 7/10 means nothing has a gap big enough to take any action. 

Failing to challenge the status quo means missed opportunities for growth and resilience. 

Honest self-assessment is uncomfortable, and it should be!. Hard feedback is just that; “Hard to Hear” —but it’s the only way to illuminate blind spots before they become icebergs.

2. Chasing Perfection: The “Ideal” Mirage

The Only Place You’ll Find a Perfect 10 is in Olympic gymnastics. It’s dam sure not in your P&L. 

Another common pitfall is setting unrealistic “Ideal” targets. The Playbook cautions that not every area needs to be a perfect 10. Of course if it’s business critical then that may be the 1 area you want to be there. But not everything… 

Over-investing in one function can leave others dangerously under-resourced. We as leaders have a tendency to lean into the areas we know best. 

The key is to identify which gaps matter most for your market and strategy, then allocate resources accordingly. Remember, commercial excellence is about progress, not perfection. Progress for what is right for your stage / market etc right now. You can re-visit you as frequently as you need to continue progress. 

3. Ignoring Relevance: One Size Fits None

Don’t Bring a Surfboard to the Dakar Rally

What’s critical for a medical device manufacturer may be irrelevant for a SaaS startup. The Playbook’s third lens—Importance/Relevance—forces leaders to weigh each area’s significance in their unique context. Too often, companies copy-paste best practices without considering their own market dynamics, customer needs, or regulatory environment. Avoid this by customising your approach to fit your business, not someone else’s template.

4. The Scoring Illusion: Mistaking Measurement for Mastery

Just Because You Have a Dashboard Doesn’t Mean You’re Driving

Plotting scores and maturity assessments is valuable, but it’s not the destination. The real work begins after the self-diagnosis: prioritising actions, aligning resources, and tracking progress over time. Many leaders fall into the trap of “scoring for scoring’s sake,” mistaking colourful charts for commercial impact. Use the data to drive decisions, not just decorate board slides. The CEP will highlight where to action and what areas you’ve self scored as potential improvement avenues. 

5. The Resource Mirage: Underestimating What It Takes

You Can’t Sail the Atlantic with a Rowboat.

Implementing commercial excellence requires more than good intentions. Time, expertise, and change management are often underestimated. The Playbook reminds us to be realistic about what can be achieved with available resources—and to adjust ambitions accordingly. Overcommitting leads to burnout and initiative fatigue; under-resourcing guarantees mediocrity. 

So if you only have a rowboat then set the journey accordingly. 

As the old saying goes how do you eat an elephant? One bite at a time. 

Every seasoned executive has a “lesson learned” story—a moment when the rocks appeared out of nowhere. What’s yours? Comment below with your most valuable commercial excellence lesson, and let’s build a collective playbook that’s richer (and more honest) than any single consultant could write.

If you liked this and would like a copy of the Commercial Excellence Playbook it can be purchased on Amazon (Americas (USA) | AUS | France | UK )

Commercial excellence isn’t about avoiding all mistakes—it’s about learning from them faster than the competition. 

By reflecting honestly, setting realistic goals, and customising your approach, you’ll turn near-misses into navigational wisdom. 

The lighthouse is there to guide you, but it’s your willingness to learn from the journey that keeps you off the rocks.