Rather eye-opening before I even got into the book. It’s hard to overstate the importance of communicating well. I am on a constant personal journey to learn how to connect with others more authentically, to listen better, and to express myself more clearly.
Today I am excited to introduce you to someone who is a master teacher on the art of communication. His work has helped me, and I hope you enjoy our discussion.
One of my favorite leadership thinkers is Samuel Bacharach. Not only is he a regular columnist for Inc., an author, and a leadership speaker, but he is also the McKelvey-Grant Professor at Cornell University.
In the last number of years there has been massive growth in books about leadership and trainings in leadership, but one fundamental question is not asked: What is it in an organizational context do we want leaders to accomplish?
If we are going to train and educate people in leadership, it has to be for a purpose. In an organizational context, that focus has to be on the capacity of people to come up with ideas, move ideas, implement them, create change and innovation, and get things done. In this context, what is important to me is pragmatic leadership—that is, the simple and clear tasks of execution. Not execution as global promise but as a series of skills that can be followed and achieved for results.
In The Agenda Mover: When Your Good Idea Is Not Enough, I discussed the micro-political skills that leaders at levels need to move their agenda: creating coalitions, overcoming resistance, negotiating, and establishing credibility. These often-ignored political skills were the focus of this volume.
Over the last three years I have been focusing on the question, “What do I want leaders to accomplish?” In my experience of some forty-odd years, I realize that great leaders are those who begin to have the sense of when their organization becomes stuck, sluggish, and trapped by inertia. Great leaders break inertia. They appreciate the dangers of inertia and do something about it. They also understand that organizations may be sluggish and in the doldrums of inertia, even though they continue functioning. These leaders understand that although inertia may not necessarily lead to immediate failure, inertia may impede their organization’s capacity to reach its potential. Transforming the Clunky Organizationfocuses on the characteristics of organizations that get trapped by inertia and, in turn, suggests leadership skills and strategies leaders can use to overcome sluggishness and inertia.
“Organizations get stuck because of sluggishness and inertia. Great leaders know how to break inertia.” -Samuel Bacharach
Whether you’re in a large business or you’re an entrepreneur, you’ve seen that how products and services are marketed has changed dramatically in the past several years. Our social, mobile, always-on, data-driven, analytical, highly-personalized world is changing at a pace never seen before.
How your message reaches the world is changing as fast as the technology changes. And the role of marketing has shifted, requiring marketers and business leaders not only to understand traditional marketing but also to mine data to make decisions.
Adele Sweetwood has just released a new book, The Analytical Marketer: How to Transform Your Marketing Organization. As Senior Vice President of Global Marketing and Shared Services for SAS, she guides marketing strategy and go-to-market programs. Her research and 30 years of marketing leadership make her the perfect executive to explain the shift in messaging and what to do about it. I recently asked her about the changing nature of marketing and analytics.
“If you don’t like change, you’ll like irrelevance even less.” –Eric Shinseki
Deliver A Great Customer Experience or Risk Extinction
Data analytics is all the rage in helping executives make decisions. How is it transforming traditional marketing?
Being a customer-centric business was once the exception, not the rule. Now businesses across all industries need to deliver a great customer experience or risk extinction. Marketing can lead this transition by defining what a meaningful interaction looks like for that business’s consumer. The best marketers today have a keen sense of, and clear focus on, the demands of the customer, through sophisticated analytics and data-driven methodologies. In our digital “always on” world, where we’re continually collecting copious amounts of real-time data about our customers, marketing is in the best position to own and leverage that data to understand and service the customer in ways that weren’t possible before.
“It is a capital mistake to theorize before one has data.” –Arthur Conan Doyle
Since we learn that a numbers-orientation is left brain whereas creativity is right brain, is it really feasible to be equally skilled at both?
I don’t believe anyone is exclusively left-brained or right-brained. Being more analytically-oriented or more creative can certainly be innate in someone, but with training, new skills can be learned and developed. Marketers have traditionally worn many hats, so flexibility has been a long-standing component of the job. While a member of my team may not need to tap into her entire skillset every day, she absolutely needs a wide variety of skills that include analytics, social media, storytelling, and creativity to be successful.
You say that marketing is traditionally reactive: Launch, wait, try again. What’s changing?
The reactive approach to marketing simply doesn’t fit into a customer-centered business culture. Marketing now is more about science or math that is driven by an influx of data, channels, mobility, and, most importantly, changing customer demands. Analytics is driving campaigns. As a marketing department, that means leaning more on the work of folks who help analyze behavioral data and the digital footprint of our customers and prospects.
In fact, some of the most interesting work within our marketing department at SAS comes from those focused on data forensics. This is the practice of using data discovery to establish the facts of a marketing activity, a campaign, or a broader initiative. But beyond the basics of data digging, data forensics incorporates intangibles. They are the piecing together of anecdotal and qualitative tidbits along with quantitative data to develop a rich picture of what is working and what isn’t. With that data and analysis, we’re creating campaigns that are more focused on where customers are in their decision journey and what they are looking for. We’re not blasting an email campaign and waiting for results – we’re a step ahead.
We’ve all seen it. Questionable decisions, made in a corporate office, are rolled out. No one questions the corporate mandate. Sure, some may grumble or may complain about the stupidity of something, but little is done. No one is listening anyway, especially to the employees who are just told to hit their numbers.
“Engagement is being totally present.” -Steven D. Goldstein
Steven Goldstein was an executive at Sears when he visited a store in Florida. His question Why Are There Snowblowers in Miami?, is now the title of his book and is a wakeup call to leaders. Engaging with employees and customers in the right way will help organizations make better decisions.
Steve has held executive positions with leading global brands including American Express (Chairman & CEO of American Express Bank), Sears (President of Sears Credit), Citigroup and others. He also has advised numerous CEOs on how to improve performance.
“Leaders connect by interacting authentically with employees, not by dictating to them.” -Steven D. Goldstein
The story is such a compelling example that I have to ask you to start with it. Tell us about the title of the book and how it impacted your leadership thinking.
Twenty years ago, while I was President of the Sears Credit Card business, I happened to be in Miami in February to make a speech. As I always did, I visited the local store – to have a look around, talk to employees and see what we could do for them to help improve sales. When I walked into the lawn and garden department, my eyes were immediately drawn to four shiny red snowblowers. I found a salesman and asked him, “Why are there snowblowers in Miami?”
On my flight back to Chicago, I started to think about all of the other “snowblower” stories I had come across in my career, and it struck me as a perfect metaphor for what is wrong in business. Since then, my experience in leading, advising and investing in companies convinced me that there had to be a way to attack this.
“Maintaining the status quo keeps you from achieving your full potential.” -Steven D. Goldstein
I tend to question everything. If someone tells me, “That’s the way it’s always been done,” I will challenge that process. Because what I have found is that with many leaders, there is a gravitational bias towards the status quo. And while it’s not likely to get you into trouble, simply maintaining the status quo will keep you from achieving your full potential.
I began codifying the approaches, principles and practices I was using and realized it would be great if I could share this learning with other leaders so that they could improve the performance in their own organizations. So I began writing this book, and I thought this was the only title that made sense.
Most recently, I have been giving speeches about these principles and working with several leadership teams to teach them how to make this part of their daily diet. It is resonating extremely well.
“A company is only good as the people it keeps.” -Mary Kay Ash
How do leaders best adopt an outsider’s perspective — especially if they have been at an organization for many years?
For many leaders, this is not easy to do. If you are a consultant or a private equity investor, you look at a business as an enterprise consisting of assets that generate cash flow, which in turn generates attractive returns to shareholders. Through that aperture, you want to identify those areas where changes, improvement and new directions can be made to enhance value. You are consciously looking for those nuggets.
For many leaders, those nuggets are hiding in plain sight. Leaders must first accept that adopting an “outside in” perspective is critical to finding this gold. I’m currently Chairman of a private equity-owned company, and recently the leadership team was in a brainstorming session to explore new opportunities and approaches as well as to consider whether our existing business model needed changes. After discussing many good ideas, someone asked, “Will our PE owners be OK with this? I’m not sure they will.” My answer to him was, “They are looking to us to present them with a plan that makes sense, and if it does, they will say thank you.”
Like most things, leaders must accept the fact that their views are colored, even distorted, by their history with the company – and that this skewed perspective limits the possibilities they are able to see. They have to be willing to take the first step, as with any program that induces change. I tell leaders to take a long walk, forget everything they know about their business, come back into the building as if it were the first time and just start asking questions. While it may sound somewhat silly, it actually creates some discomfort; more importantly, it generates excitement about this exploration possibly leading them in new directions. I myself question everything: Why do we do it that way? What does that mean? What other options have you explored? Do you have the right players in each position? This “fresh eyes” approach is one of my five principles of engagement and is essential for generating any real, positive change.
“Don’t judge each day by the harvest you reap but by the seeds that you plant.” -Robert Louis Stevenson
If you meet Dan, you will notice an unassuming, humble man who seems just as comfortable standing alone as engaging in a conversation with a group. He radiates a knowing, a wisdom that is easily perceived if you are looking for it.
Not too long ago, I sat down with Dan to seek some of that wisdom to share it with you.