What a mess this virus is creating.
Can’t go to work? Losing sales?
Can we use what’s going on to build a better business?
Yes we can.
Find out how, on this special, Isolation episode of Riot Point Radio.
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And as children, we weren’t excited by the meat and two veg.
“What’s for afters?” we cried.
Likewise our customers are begging with us, pleading with us, to answer to that very same question.
While we’re boring them with exotic descriptions of the meat and two veg, they’re shouting, “What’s for afters?”
Find out how to answer that question
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Your marketing materials are salesmanship in print—or in pixels.
It should be selling while you’re not in the room.
Is it selling for you? It’s the only measure of success.
If it’s not selling it’s not working.
If it’s not working, stop it or change it.
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Wool-suited, french-cuffed and tied (at that time), executives can sit cooly for hours in 40C heat but don’t ever extinguish the projector. Nothing brings on a perspiratory flash-flood faster than the prospect of delivering a slide-less presentation.
An executive should be able to communicate her or his strategy in 10 mins or less. They should be able to do so engagingly and with clarity.
Any Executive who cannot do this surrenders their right to admonish sub-ordinates who are similarly fuzzy in their communication of the strategy.
Can’t past the test? Fortunately a remedy is at hand.
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Goodness we make things difficult for ourselves.
Before Christmas I participated in a conference on Strategy and Branding. I gave a presentation entitled, “Market-driving vs market-driven: consequences for organisational culture,”
I will amplify the content of the presentation in future articles, but I want to focus on a question which came up in subsequent presentations, and whose answer clearly has implications for the way we drive a business.
What constitutes a good brand?
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There can be a significant early challenge for B2B companies who do not have a lot of experience in brand building. It is critical that a company apply the same attention to detail in brand building that they do in their core business areas like manufacturing, safety, quality control etc.
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Are you looking to improve the way you communicate strategy?
If your corporation is populated by human beings, don't fight with the way the species is wired. Forgo the conversations on mission, visions, and values. Your organisation is looking for one thing; brevity and clarity on what needs to be done, and why.
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The primary role of the problem-solving leader is to focus the depth and diversity of the problem-solving team upon removing the obstacles preventing achievement of the business goal.
However, despite many hours of well-intentioned discussions with colleagues, leaders are often frustrated (or even exasperated), that senior members of business teams often drive functional plans divergent to the core strategy, or miscommunicate the strategy to subordinates.
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