How to lead your organization in 2014?

This post is written for 24sessions.com, a young startup to disrupt intermediaries in knowledge transfer.

 
tumblr_m2hz6fYLCT1qafc06o1_500

Will your business life still be full of merely scheduling new brand concepts, new services and products? Often based on old concepts and sometimes – does management not imply risk taking? – an emerging novelty as the 2014 WOW-factor.

Take a moment to reflect on your leadership activities of the last decade before the end of the Great Financial Depression! Can you agree with my claim that we are living in a transition phase?
Not just because of the massive use of technology by customers, professionals, peers, competitors and even – if you are a married (male) reader – your mother in law. In the past your leadership’s goal was achieving improvements. But such an approach does not matter in this era in which business results can only be realized in a fundamental different way.

May i quote the American counter-cultural poet Tuli Kupberberg:  “When patterns are broken, new worlds emerge”.

As a business leader, you know that success in the business world does not come that easily.78aa0-6a00d8351b44f853ef0192aca10dbe970d-320wi Especially in an era of massive shifts when your business has to adapt to changing circumstances. I do no believe that adapting to emerging technology is the decisive factor for creating business success. Although technology will disrupt institutions, organizations and professionals with a low degree of creativity.

And it is here that design thinking comes in.

To start with: design thinking is a mental state to solve problems.

Behave like a designer

Let’s reflect on how as a leader you acted in the old world. My working assumption is that your corporate, entrepreneurial and professional success was dependent on the extent that you were able – applying technology- to code emerging algorithms (coding into fixed business rules) into business rules.

So far, that good.

But how to make any real progress in your new world? An environment in which that algorithm-ization is probably no longer effective? Do you still believe that more and more merely technology will create that substantial business success?
tumblr_lv6wlaqzre1r13ilso1_12801.jpg

I believe that to be successful customer leadership needs more to think like designers in the forthcoming years. For me, a designer is not a master in coding rules.

A designer is able to deal with complexity and ambiguity, creating fundamental value for corporations and institutions. It’s not sufficient to understand designers: you have to embed their thinking into your leadership style. You have to be able and willing to think inside the box and outside the box simultaneously, appreciating the old world and emerging new world and applying parallel diverging and converging thinking.

Can that be done?

Sometimes, customer leadership is easy. You can act like a role model and embed design thinking-elements in your leadership style. Start working on complex problems in short-lived projects with an attitude of yes, we can. Using constraints to create additional insights, focused energy and action. Start design thinking, lead your organization in that way and it will help you to make sense in these seemingly chaotic times.

Getting insights for your customer

Getting close the customer will become your next frontier. In the past – at least in my experience – tumblr_m7hrdriO1C1rqwtvlo1_1280gaining true knowledge from customers was vague art. To create value for your customers now implies insights in the heart (and more and more) the brains of your customers.

Design thinking revolutionizes your understanding of the needs of your customers and leads. It (and also neuromarketing and service design tools) enables you to connect the dots and lay-out road-maps for creating insights. Bear in mind: it all starts with empathy as the key element for your commercial benefits.

A new business imperative

Design thinking is one of the new business imperatives for the customer experience leaders in the next years. Understanding and applying of these concepts into customer experience management should not be underestimated. It is a tough challenge to get a grip on emerging patters and to translate them into contexts that enables you and your organization to thrive in the era of the customer.

Be challenged, have fun and achieve outcomes in 2014.

Enhanced by Zemanta
About these ads

Lifetime Customer Value Case Study: Starbucks [Infographic] – Business 2 Community

How much is a customer worth to Starbucks? $14,099 http://t.co/Vw9QYXeEZV #customer #leadership #retail #starbucks #cex #custserv #cx #cem

See on www.business2community.com

andrea zehnder

andrea zehnder

How not getting crushed: a book review of Mark Ingwer’s Empathetic Marketing

I’m a regular reader of marketing books.

For the sake of  my professional and personal development; and because books – in any form – are fun reading. Having spent some effort into service design,  i was looking for ways to better understand what drives empathy, a primary building stone in service design.  And how  to enhance a successful application.

Over the last decades, many great theories about how to empathize have become available. The finest example for me is David Rock’s Your brain at work which empowers managers to use neuroscience insights to improve professionally and personally. And now an equivalent is available for marketeers and service designers,

Empathetic Marketing: How to Satisfy the 6 Core Emotional Needs of Your Customers

Mark Ingwer

Palgrave Macmillan (2012)

I’ m thrilled that someone combine insights from several quite different concepts and writes a book such as this one. 

As a service designer one tries to fulfill a clients functional and emotional needs. Often explicit and sometimes implict. I consider the book as a  guide to a better understanding of the emotional needs of any customer and client. The essence according to Mark is personal growth, with a foundation into self actualization and relatedness.

There are separate chapters to each of the six “core emotional needs” (i.e. control, self-expression, growth, recognition, belonging, and care)  with  some fine examples from corporate sources or from Mark’s own practice.

Some of his top insights:

o  The frequently hidden (or at least unrecognized) human needs that drive clients and customers are often hidden or not recognized
o  What is a Needs Continuum is and why it should be coordinated with a psychological perspective
o  How best to empathize with consumers’ core needs for control, self-expression, growth, recognition, belonging, and care
o  A few core guidelines how to take an empathetic approach to marketing with a focus on personal growth, relatedness and self actualization.

I mentioned before David Rock’s book. I notice consistency in the concepts they use for either marketing (Mark Ingwer) or management (David Rock).  Using both approaches in one field might create a lot of synergy and exciting energy

About the author

Mark Ingwer, PhD, is a consumer psychologist and the managing partner of Insight Consulting Group, a global marketing and strategy consultancy specializing in market research and consumer insights. He has 25 years experience applying his blend of psychology, marketing, and industry acumen to helping companies optimize their brand and marketing strategy based on an in-depth understanding of their customers. He is the author of the book “Empathetic Marketing” published by Palgrave, May 2012.

The core

This synopsis was found on http://idreambooks.com/Empathetic-Marketing-by-Mark-Ingwer/reviews/2393

In today’s competitive and global marketplace, it is becoming increasingly essential for companies and brands to understand patrickdavidutah:Start of a perfect day… coffee and watching it snow.why customers buy—or don’t buy—their products and services. Only by understanding the “whys” can companies grow their business and develop loyal customers. In Empathetic Marketing, Dr. Mark Ingwer presents a groundbreaking approach to understanding consumers’ core emotional needs. This innovative book provides both the psychological theory underlying consumers’ emotional needs, as well as concrete business examples that demonstrate the incredible effectiveness of unleashing the power of deeper needs and emotions for success in the marketplace.

Empathetic Marketing shows how brands like NPR, Universal Studios, Nivea, and Google perform in-depth analyses of their customers’ emotional reactions and harness the power of deep psychological insights to optimize their marketing and brand strategy.

As the founding partner at Insight Consulting Group, a global marketing and strategy consultancy, Mark Ingwer has conducted and analyzed countless in-depth studies of customers, from neurological data to in-field observational studies. Through his extensive experience he has identified six basic emotional needs that every company must consider to fully impact and motivate the customer. Empathetic Marketing provides readers with a deeper understanding of customers’ core emotional needs, and a framework for incorporating these concepts into their business to optimize customer engagement and achieve a significant return on this investment. The strategies provided will not only lead to a better immediate connection between the customer and the company, but also to deeper and longer-term satisfaction for both customers and business leaders.

My rating

4,5 stars on a scale 0-5.

Lots of  cases that inspires one, presented simply.  

I really loved  in particular the discovery of the  six elements. As a professional and as person one of my 2014 resolutions is working with these  on  a daily basis and make sure it creates success on the professional and personal level!

This book is a recommended reading for anyone who is interested in understanding empathy and using the insights in the business world. It is now up to you how that knowledge and information will be applied by you  to achieve business, professional or personal success. And avoiding getting crushed in these changing timea by not using state of the art insights.

Photocredits coffee: http://coffeenotes.tumblr.com

Related articles by Zemanta

Boosting Creativity Through Constraints

asteriodscollide:  (by brianwferry)

See on Scoop.itDesigning design thinking driven operations

Constraints can move you toward clarity of purpose. Beautiful, brutal clarity is your goal. (#noteworthy #mgmt Boosting Creativity Through Constraints – Constraints can move you toward clarity of purpose.

See on blogs.hbr.org

Photocredit:

asteriodscollide:

(by brianwferry)

Enhanced by Zemanta