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The Russians Are Coming!
by Mike Wagner
 That was the cry that went up at the local alfalfa mill I worked at one summer during college. Our supervisors warned us a delegation of Russian agricultural experts could arrive any day to inspect our facility.
The Cold War was very real back in the early '70's and it was important to show our superiority by presenting a plant that was part of our well-oiled, capitalistic way of life. The threat of Russians inspecting our facility was... Read complete article >
Brand Challenge:
Is everyone in your organization making decisions using the same "compass"?
Leaders like to assume everyone is focused and working on achieving the same outcomes. However, this is rarely the case. Without a unifying focus on the customer an organization can become lost - with employees making decisions not necessarily based on what's best for the customer.
Challenge: Look for these signs to determine if your organization has lost its way:
- The CEO and top leaders are looked at to make every decision - employees aren't sure why/how decisions are being made
- Employees are focused on pet projects - not sure which projects to pursue, they choose the ones that are fun or easy
- Competing projects are a constant source of conflict - there is no decisioning tool to resolve disputes
It is imperative every organization take the time to identify their "compass": the customers you serve, your promises to those customers, and how you plan to keep those promises. Providing every employee with this information will improve unified decision making and keep you on the path to success.
Ask the Rabbit
Q: We are trying to become more customer-focused at our company, but each department is doing their own thing. It feels like we're going in 100 different directions. Your advice?
A: It's not uncommon for action-oriented, well-meaning leaders to run with an idea that makes good business sense. However, when those ideas are implemented in a "vacuum" you have different interpretations on what needs to happen and what constitutes success. The result is the situation you describe.
That's why it is imperative your top leaders agree on your Sweet-Spot Customer and the Brand Promises your organization makes to them. Agreeing upon these critical elements focuses the creativity of your organization. With this common vision of your "must have" client, and what is important to them, each department can work together to deliver remarkable customer experiences.
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