maximising business potential through culture leveraging the competitive advantage margaret manson |...
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Passion For Making a DifferenceTRANSCRIPT
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Maximising Business Potential Through Culture
Leveraging the Competitive Advantage
Margaret Manson | Chief Inspirator | InnoFuture
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New ‘Silicon Valley’ - Gangnam Style
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Passion For Making a Difference
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Business has Two Functions: Marketing and Innovation
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The Challenge.
Think differently about Marketing and Innovation.
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Complexity is the Silent Killer of Business.
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Non-Negotiable Principles
Southwest Airlines:“THE low-fare airline”
“Will adding a chicken Caesar salad help us be “THE low-fare airline” in those markets?”
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Designed to Achieve Bigger Goals:
Continental Airlines:“On-Time Arrivals”
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Designed to Achieve Bigger Goals:
Alcoa:“No worker accidents”
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Who Moved My Cheese? Minding the Competitive Advantage
Nokia
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Who Moved My Cheese? Minding the Competitive Advantage
Sony
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Who Moved My Cheese? Minding the Competitive Advantage
Blackberry
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Who Moved My Cheese? Minding the Competitive Advantage
HP
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What You Can’t See, Can Kill You!
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Culture Pays
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Culture Pays
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Culture Pays
The holy union of Product and
Customer Experience Design
‘Insane.’
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Culture Pays
"If we get the culture right, then everything else, including the customer service, will fall into place"
Tony Hsieh, CEO, Zappos
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Culture Pays
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Culture Pays
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Culture: a Business Process Competitive Advantage
“If you put good people in bad systems, you will get bad results.” Stephen Covey
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5. Rituals
Culture: a Business ProcessSix Steps
1. Insight 2. Roadmap 3. Leader 6. Toolbox4. Navigators
Leader-top-down-driven Process
Self-correcting Culture-bottom-up-driven Process
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1. Provide Direction2. Lead by Example
Culture - a Business Process:Two Strategic Moves
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Providing Direction
• Vision“We are what and where we are because we have first imagined it.” Donald Curtis
• Mission The Mission is not a slogan.
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McDonalds: Mission
• "To provide the fast food customer food prepared in the same high-quality manner world-wide that is tasty, reasonably-priced & delivered consistently in a low-key décor and friendly atmosphere.“
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McDonalds: Mission
1. Key Market - the fast food customer world-wide
2. Contribution - tasty and reasonably-priced food prepared in a high-quality manner
3. Differentiation - delivered consistently (world-wide) in a low-key décor and friendly atmosphere.
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Leading by ExampleEvangelising the Customer And Employee Experience
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TakeawayDig up your company’s Mission statement and examine it. Does it provide clear answers to these 3 questions?
1. Who is our customer2. What is our contribution: what is the core
service we provide3. What is your differentiation: What is the ONE
thing you need to focus on to ensure you are on the right track and IMPROVING?
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One more thing…
This process conditions people
for change.
Change before you have to!