Lead INSIDE the Box for Efficiency and Effectiveness

How Leaders Can Be More Efficient and Effective

Last year, I was reading the dramatic account of a hard-charging executive who suffered a heart attack. The post was about the need for balance, but it was more than a wake-up call.  What struck me about this post, however, was not the lessons he taught us from his painful experience, not the, “Oh, I hope this doesn’t happen to me” feeling we have when reading these posts, but the name of the hospital he went to. It was here in Dublin, Ohio!

 

“A leader’s job is to help people move to a position of improved performance.” –Figliuolo / Prince

 

That meant that one of the people who regularly shares my posts and vice versa lived in my town. Social media amazes me. A quickly dashed off email and the two of us found ourselves in Starbucks where I heard more about his compelling story. I’m still amazed at how Twitter and blogging create opportunities like this one.

 

“Great leaders think about talent management every day.”–Figliuolo/Prince

 

Lead INSIDE the Box

20141017 LItB Cover V3Let me introduce you to Mike Figliuolo. Mike is the founder of thoughtLEADERS, LLC, a leadership development firm. He is also the author of One Piece of Paper: The Simple Approach to Powerful, Personal Leadership. His latest book was just released and was co-written with Victor Prince, former COO of the Consumer Financial Protection Bureau and now a strategy consultant.

We recently got together to talk about this book, Lead Inside the Box: How Smart Leaders Guide Their Teams to Exceptional Results.

Mike and Victor have built a powerful framework designed to help leaders be more efficient and more effective at the same time. It starts with the recognition that we, as leaders, are often overworked and not as effective as we could be.

  • Where am I spending my time?
  • With whom?
  • Am I treating each person the same when different approaches would create better results?

 

“Your leadership success hinges upon your ability to get people to perform well.” –Figliuolo/Prince

 

If I understand the “box” and apply the techniques correctly, I can be more proactive, more thoughtful, and more impactful with my team members.

20150410 Leadership Matrix

How to Build A Customer Driven Growth Engine

Patron feminism; female customer care protection customer personalization individual customer CRM social customer service customer retention customer relationship care for employees marketing niche segmentation concepts.

Customer Culture

Not too long ago, I spoke with Jeanne Bliss about the 7 Inhibitors to Customer Driven Growth.  Jeanne’s new book Chief Customer Officer 2.0: How to Build Your Customer-Driven Growth Engine is a success roadmap for leaders wanting to build a customer-focused organization.

Jeanne also answered my questions about how to establish a customer culture, social media strategy, leadership, earning the right to grow, and establishing a sense of urgency:

 

Establishing a Customer Centric Culture

“Culture is the action, not the words.” How do you connect corporate aspirations with employees’ actions?

For customer-driven work to be transformative and stick, it must be more than a customer manifesto. Commitment to customer-driven growth is proven with action and choices. To engender this culture, people need examples. They need proof.

 

“Culture is the action, not the words.” -Jeanne Bliss

 

Customer culture is talked about by many leaders but misunderstood by most organizations. “Commitment” to customers must be attached to deliberate operational behavior, such as, “We will go to market only after these 12 customer requirements are met” or “Every launch must meet these five conditions, which the field requires for success. We won’t launch without them, no exceptions.”  People inside organizations need to see the commitment translated to actions that they will feel proud to follow and emulate.

Moving well past words, a deliberate and united set of leadership actions and behaviors practiced in unison is required.

One of the first activities we often undertake to unite leaders is to employ the journey framework to build an operational “code of conduct.”

 

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How to Market Above the Noise

European man of thirty years in glasses closes her ears loud mus

Above the Noise

 

Does Your Marketing Matter?

What makes some messages stand out above the noise?

 

Marketers everywhere have been busy in the past several years keeping up with mobile, new technology, and the fundamental changes in a social media world. Though the pace is increasing, it is also important to review the basics of marketing to ensure that what you do matters. Linda J. Popky, in her new book, MARKETING ABOVE THE NOISE: Achieve Strategic Advantage with Marketing that Matters goes back to basics and offers an approach that combines timeless principles with today’s technology. Linda is the president of Leverage2Market Associates, a firm that helps transform organizations through powerful marketing performance.

 

“Asking for input and not using it is wasteful and dangerous.” –Linda Popky

 

The Promise of Social Media

How has social media changed the way companies interact with individuals? What are companies doing well? What are they not doing well?

The good news is that social media opens the possibility for powerful real-time communications and conversations between companies and their audiences—including customers, prospects, employees, and the local community. The bad news is that social media also raises expectations amongst those audiences, while creating distraction and noise that often makes it harder to be heard.

The result is many organizations do not use these channels effectively. The key point about a conversation is that it’s two way. It’s not a monologue of marketing or sales messages from a company to customers. And it’s not an opportunity to bombard them with information that doesn’t fit the audience.

 

“Successful organizations analyze external forces.” –Linda Popky

 

More and more companies are using social media to engage with their customers, and they’re learning to listen effectively. However, they also need to bring back what they learn to the right groups in the organization to effect change. Too often this is still lip service.

For example, several months ago, I had a very negative experience with a major national retail chain. I tweeted about this and almost immediately received a response and apology from their Twitter customer care manager. The problem was they assured me I’d be hearing from headquarters soon to resolve the issue. Not only didn’t that happen, but the Twitter customer care manager moved on and left me hanging—a huge missed opportunity on their part, which is indicative of how much room there is for improvement.

 

Timeless Marketing Truths

Twitter is Not a Strategy

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Techniques from an Expert Marketer

If you are marketing a company, a product, an idea, or even your personal brand, you may feel the pull between the new-media world and the traditional marketing methods you studied in school. When new technologies emerge, it often seems like everything is changing. Whether digital, mobile, or social, we are looking for new ways to connect with our audience.

What if these new ways actually prevented a brand from reaching its potential?

How do you get people to stick around?

How do you engage people in a substantive way, winning them over? 

 

“Timeless can be new.” -Tom Doctoroff

 

Tom Doctoroff has more than 20 years of experience shaping hundreds of global brands ranging from Microsoft to Ford to Nestle.  He’s appeared regularly on NBC, CBS, CNBC and other major media outlets. Tom’s new book Twitter is Not a Strategy: Rediscovering the Art of Brand Marketing is all about engagement. Its wisdom spans the two worlds, combining digital and traditional marketing to win and engage consumers.

 

The Marketing Identity Crisis

Tom, you’re the CEO of J. Walter Thompson in AsiaPacific and for decades have shaped some of the world’s biggest brands. Your new book title, Twitter is Not a Strategy, seems to imply some level of frustration.  Did you write this book with some level of frustration?

I wouldn’t call it frustration exactly.  But, yes, I do think the communications industry is going through something of an identity crisis.  The fundamentals of advertising and branding are too often forsaken as marketers seek technological and algorithmic salvation. The rise of digital has led to marketer anxiety, consumer confusion and too many transactional brands.  But old and new, traditional and digital, broadcast and “lean in” media are complementary.

 

“Each creative expression of the brand idea should be conceived with a specific behavioral objective in mind.” -Tom Doctoroff

 

Twitter is Not a Strategy is not meant to be a breakthrough book.  Indeed it might even be “anti-breakthrough.”  It is a call for the entire industry to stand up and reclaim the conceptual high ground of marketing communications.  Carefully crafted strategies and executions—adherence to the ABCs of brand building—will remain our lighthouse.  As brand pioneers, we must explore the shoals of a new digital landscape.  But let’s not become stranded by anxiety and indecision. Timeless can be new.

 

Traditional versus New Marketing Tension

Your book explains the traditional top down branding approach (message clarity) with a bottom up (consumer empowerment) approach. How do these two approaches need to work together?Twitter is Not a Strategy

To avoid confusing consumers, engagement needs to be both authentic and constructed. Marketers must forge a paradigm that allows freedom within a framework, pulling off the trick of simultaneously permitting consumers to participate with brands while empowering marketers to manage the message and dialog.  Marketers must achieve:  harmony between the clarity of top-down positioning and the dynamism of bottom-up consumer engagement; between long-term brand equity and short-term tactical messaging; and between emotional relevance and results driven by data-driven technology.

Different kinds of media reach us for complementary purposes.  Analog (traditional) media shape our brand preference while most digital media deepens our engagement and leads to brand loyalty.

The former boast broad reach.  They forge perceptions across consumer masses. Film—with its sound, color, movement, and ability to break through clutter—is an indispensable tool to guide consumers amid an explosion of offerings. Even in the United States, despite the proliferation of smartphones and other digital devices, the 30-second broadcast television commercial continues to rule (and increase). Manufacturers spent some $67 billion on network and cable advertising in 2013 – and not for sentimental reasons.

The latter encourage engagement with brands. With more opportunity to trigger behavioral changes – learning more, using more, buying more, advocating more – marketers can increase the probability of purchase and repeat purchase.

 

Traditional media shape brand preference. Digital leads to loyalty.

 

As consumers move toward purchase, direct and digital media should dominate. These media provide more opportunity for engagement—that is, direct interaction with a brand idea and its creative expression. Marketers have more opportunity to trigger behavioral change and increase the probability the consumer will buy a product.

Advertising can encourage a limitless range of actions—from clicking through a banner ad and spending more time on a microsite to increasing consumers’ frequency of washing their hair. The arsenal of tools marketers can deploy to encourage certain behavior is broad. Marketers also can use analog media to trigger specific behavior during later phases—for example, by using stunning “product beauty shots” and other point-of-sale material to stimulate trial usage.

 

Start with the Brand Idea

Why Adapting in the Social Age is Key to Survival

Hand Holding A Social Media 3D Sphere

Do you think social media is something to assign to the marketing department?

Do you think social is mainly about getting out your message?

Do you understand that the Social Age changes everything?

 

Adapting to a Social World

I recently had the opportunity to talk with my friends, Ted Coiné and Mark Babbitt about their new book A World Gone Social: How Companies Must Adapt to Survive.

They are both social media experts who help leaders and companies understand and thrive in the new social age.  Ted Coiné is co-founder of one of my favorite leadership communities, Switch & Shift and he was named a Forbes Top 10 Social Media Power Influencer.  Mark Babbitt is CEO and founder of YouTern, a social community for college students and young professionals.

 

“Social is not a campaign. Social is a commitment.” -Stan Phelps

 

Talk to the corporate leader who really is not online; the executive who maybe has a Twitter account but hasn’t signed in for a year.  What does she miss?

Business leaders not active on social are missing an asset that decision-makers in the Social Age desperately need to remain relevant and to spot trends: real-time, unfiltered market intelligence.

Through social listening, we learn what our customers are saying about us as they say it.  We observe how our brand is perceived.  We also see what our competition is up to – and perhaps even opportunities they’re missing because they are NOT listening.

Suggestion boxes?  Focus groups?  Surveys?  Those tools were all great in the Industrial Age – but they can’t begin to compare to the real-time market intelligence available to us for free on social.

 

Downsides of Social Media

Let’s flip to the other side: What are the downsides of social media?

Social media is an equal-opportunity amplifier. It amplifies the good, certainly.  But it also amplifies the bad.  Be insensitive, act unethically, mistreat a customer or employee, kick a dog in an elevator, put short term profits over people – or even this-quarter profits over common sense – and your brand will suffer.  Because today – through what we call the “Social Robin Hood Syndrome,” where the public is more than ready to rally in order to right a wrong – a complaint can very quickly become a tsunami of bad press.

While these downsides of social are very real, the vast majority of social horror stories are caused by ignorance, corporate arrogance, unethical leaders, uninspiring or even abusive employers – all who become easy targets when customers, employees and watchdogs turn to social for justice.

Fortunately, this phenomenon is also a positive; this forced accountability helps leaders realize that we must run our organizations in an ethical, honest fashion.  And if you’ve been leading in a commendable way all along, this amplification feature of social is your company’s best friend.  Over time, you’ll earn the market share of your less-than-exemplary rivals.

 

“If you’re not serving the customer, your job is to be serving someone who is.” -Jan Carlzon

 

 

Adapt to Survive

The subtitle of your book is “How Companies Must Adapt to Survive.” What are some of the dangers of a company largely ignoring social media?

What we learned from trend watching over the last five years is that social isn’t a technology radically affecting how we lead our organizations. Rather, the Social Age is a new era; social has changed business forever. The Industrial Age had a good run, but it’s over.

The business world is already showing us what happens when companies continue to operate under Industrial Age “best practices.” Look at the fate of JCPenney and Sears versus Amazon and its 17 million likes on Facebook. Ford, with its exceptional community building, and to a certain extent, new kid Tesla, are doing amazing work on social compared to competitors General Motors and Chrysler. And think about all the old-school beverage companies that are struggling while Red Bull rocks social media with 36 million likes on Facebook and 1.5 million followers on Twitter.

 

3 Recommendations for a Customer-First Social Strategy