Ordnance Survey CEO: Ask three questions before proposing a new business idea
In this week’s My Business Leader Secret we talk to Nick Bolton, who became CEO of Ordnance Survey in 2023. The organisation was founded in 1791 and specialises in making detailed maps of Great Britain. It is owned by the government but operates like a business.
Bolton joined Ordnance Survey after a career in the private sector. In his previous role as CEO of Oxford Metrics, he led the company that developed the avatar technology used in the Abba Voyage show.
There are three key questions you have to ask when proposing a new business idea, says Bolton. These boil down to “insight, customer appeal and unit economics”.
First, what is the new insight you are offering? “What is it that you see that others don’t see, which when they do see it, they won’t be able to unsee it?”
Then you need to figure out how it will appeal to the customer group that you have identified. “If you haven’t got clarity on that,” says Bolton, “you shouldn’t start spending money on anything because you don’t know where that pound is best applied.”
Finally, look at the unit economics and calculate if there are enough customers to “address in a readily repeatable way”, make a profit and grow.
Watch the full video