Vantage Blog

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13
Apr
2017

Uncovering your Why

Simon Sinek is one of those thought leaders who has had amazing cut through in the world of business strategy, including recently in relation to millennials in the workforce (if you haven't looked at this video yet, it is worth 15 minutes of your time).


I was therefore keen to see what he had to say when he presented to a packed house at The Growth Faculty forum in Melbourne recently.


Sinek was the morning attraction and for me reinforced much of the value in his 'Start with Why' model (click here for an overview of the model). He also spent a lot of time around leadership. One quote that had real resonance related to how you build and engage your team as a leader.


We are all familiar with the concept of "getting the right people on the bus" and its various variants. He had a different spin to it. As he said, "it’s not about the right people, it’s about the right bus!". And, of course, that's the leader’s role - both in ensuring the bus is 'safe' and 'sound', but also as leader being a great driver!





















The afternoon session was presented by his colleague Peter Docker whose focus was on how do you harness the "Power of Why". That is, how do you uncover your Why? 

This is something that has not always been clear to me, and I have had varying degrees of success in working with clients on this very issue. It is, in part, an iterative process. A process that Sinek identified as being about the origin of the business and why it exists. For some companies this may or may not still be relevant. 

Docker outlined 4 steps to help with the Why discovery process; less scientific, more reductive:
  1. Identify the Human Connection. To do that ask your team to identify specific stories about the organisation when it is at its best, when it makes them feel proud. Not about $ and cents per se - but what you have given, less so received.
  2. Isolate the Contribution - in those stories what was the specific contribution the organisations made in the lives of others. Collate and cluster these stories into themes - describe them as verbs, not nouns.
  3. Find the Impact - determine what that contribution enabled others to go on to do, or to be. How were their lives different because of this contribution - however small or large it may be.
  4. You can then start to draft potential WHY statements. A simple structure for a WHY statement is: To (what your organisation does - its contribution) so that (the effect you want to have in the world - the impact)


From there you will have some clarity on your WHY. You can iterate or road test to ensure it has resonance and, of course, relevance to who you are, and what you want to be as an organisation.


During the day, I sat next to a leader from one of the big 4 banks. She told me an amazing WHY story. It related to a client who had superannuation with them and had been diagnosed with a terminal illness. The client rang the personal banker to inquire about their insurance only to find that the super account didn't include appropriate cover. Rather than leaving it at that the bank manager took it upon herself to look for so called 'lost' super with other organisations. Subsequently she identified one super account that did include insurance cover that would be of real value to her client. No direct value to the bank. Not an additional product sold. But a true human connection and contribution that would have real impact and benefit for that customer. Inspirational! 


You can see how that story would be a strong foundation around which to build the bank's WHY. A WHY in action - helping their clients have a secure, stronger financial foundation that supports them throughout their life - no matter what it throws at them. 

A day well spent - equal doses of inspiration and practical application!

by James Atkins, Vantage Strategy & Marketing
This article is linked to James' Google+ profile

Simon Sinek is one of those thought leaders who has had amazing cut through in the world of business strategy, including recently in relation to millennials in the workforce (if you haven't looked at this video yet, it is worth 15 minutes of your time). ..

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19
Nov
2016

Vantage CEO Forum - challenging growth strategies for 2017

Last month, 25 CEO’s, GM’s and business owners met up in Melbourne for the launch of the Vantage Leaders Forum. The Forum will meet quarterly for half a day to share new ideas, learn new skills, and discuss best practice; all of which will enable leaders to apply research and concepts to their own business.


The topic was Developing and Challenging Growth Strategies for 2017. We explored some great research by Bain on the factors that drive high performance in organisations.  The study identifies six key factors – Aligned, Capable, Effective, Adaptable, Efficient and Engaged. If you want to read more on the research click here.  


In the workshop the group shared what had been effective for them in driving engagement within their own organisations with some creative ideas explored around effective and timely communication.  This included how to use enterprise social media and collaboration tools – such as Yammer and Chatter – combined with both formal and informal meetings and catch-ups. One leader utilises a 10-minute stand up session for the leadership group once a week.  I think this will be replicated by a few of the CEO’s pretty soon judging by the enthusiasm for such an informal, more spontaneous way of communicating and engaging. The group also shared how authentic leadership is key to true and lasting engagement.


The second half of the morning focused on developing strategies for the top growth priorities for each business leader heading into 2017.  Utilising the Mindshop 4 Step strategy development and problem solving approach, the group worked in pairs identifying and then developing quick win strategies.  In part these leveraged some of the learnings from the Bain high performance model, as well as each leader working together to build and challenge the other’s ideas and plans.  At the end of the session, one page plans in hand, the CEO’s had moved their growth agenda forward – a kick start for implementation in 2017.


Wrapping up the workshop, the group reflected that not only where there interesting and challenging discussions, but one of the real benefits was meeting with peers away from the business in an open, collaborative and constructive environment. 


To read what some of the attendees thought about the day click here to see their comments on LinkedIn.


The forum will next meet in February where we will again work collaboratively on key business challenges, and share ideas and insights to grow their businesses, their people and themselves. This works in well with the direct coaching also provided to each participant to drive the success of his or her business.

 

by James Atkins, Vantage Strategy & Marketing

This article is linked to James' Google+ profile



About the Vantage Leaders Forum: The quarterly Vantage Leaders Forum is one aspect of how we work with our clients to achieve their individual and business goals. It supplements our core advisory and coaching work where we help develop and implement strategy, as well as problem solve around current opportunities and challenges within their businesses. Additionally they are supported through access to Mindshop Online where they have 24/7 access to a wide range of tools, online courses and resources.


To read what some of the attendees thought about the day click here to see their comments on LinkedIn.


If you are interesting in being part of this unique, invitation only group and gaining my support to drive the growth of your business (and you as a leader) please send me a brief email to arrange a 20 min call to discuss your needs further:
jatkins@vantagemarketing.com.au


Last month, 25 CEO’s, GM’s and business owners met up in Melbourne for the launch of the Vantage Leaders Forum. The Forum will meet quarterly for half a day to share new ideas, learn new skills, and discuss best practice; all of which will enable leaders to apply research and concepts to their own business. ..

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02
Nov
2016

Time to break some rules...

Why is so much marketing bland and plain uninspiring? Are we trying to bore customers into buying? Lists of services masquerading as advertising. Images that make clip art look good. Websites that if you blanked out the logo would read exactly the same as all the others.


It seems to me that many businesses play by a set of unspoken category rules. Rules that restrict and contain, rather than excite and enthuse potential customers. 


If you are a services business you’d better list each and every one of your individual offerings – much like a restaurant does on its menu.  If you are a car company you’re more than likely to show shots of your pride and joy only in beautiful or rugged landscapes (sedan or 4WD respectively!).  Copy that sounds and looks the same.  Emails, proposals, business cards, newsletters and brochures all from a cookie cutter template. 


I am not arguing creativity for creativity’s sake.  Marketing needs to be targeted and relevant - and hopefully hit the sweet spot.  But with over 300 commercial messages bombarding customers every day sometimes you need to be really clever to make a memorable impression.  One that will engage and hopefully cause a reaction (like clicking through, picking up the phone or even buying!). 


Here’s a great example... 


SKF is a Swedish company selling such things as bearings, seals, and lubrication systems. 


Not very exciting right? Looks like they play by the category rules of using well lit product shots with reams of technical information (though obviously there is a place for that in the mix). 


Not much opportunity to stand out?



Well here’s what they sent to some of their customers on Valentine’s Day...


Certainly not playing by the rules! I can just imagine that even the most conservative of procurement managers cracking the faintest of smiles on receiving this post card. Connecting on an emotional level in a sea of sameness.

So are you playing by the category rules? If so time to break some and cut through the clutter.


by James Atkins, Vantage Strategy & Marketing


This article is linked to James' Google+ profile



Why is so much marketing bland and plain uninspiring? Are we trying to bore customers into buying? Lists of services masquerading as advertising. Images that make clip art look good. Websites that if you blanked out the logo would read exactly the same as all the others. ..

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15
Oct
2016

Can it fit on one page?

It seems to me that many business consultants and so called strategy experts try to make things complex. This really comes to the fore when the challenge of planning is on the agenda.

SWOT, PESTLE, 5 Forces, etc. Lots of acronyms, not much clarity.

Don’t get me wrong these are all good tools that can be used to uncover insights and develop strategy. However without a clear framework they can end up making things more complex – lots of data not much information.

I have found the most sensible approach is the idea around one page planning. Yes one page.


The one page planning approach is based on the tried and true Now-Where-How framework.

Being clear on where you are NOW as a business (across all the key factors that drive value). Determining WHERE you want to be and then finally starting to develop strategies on HOW you are going to get there.

The beauty is that using this simple framework and then consolidating onto one page can be provide real focus.

But more importantly it enables you to cascade your plans throughout the organisation as per below. 


One of the biggest failures in strategic planning is not the qualities of the strategies developed but the lack of effective implementation.

One page planning enables a line of sight to be developed from the overall business strategic plan though to teams, projects and individuals. All aligned and easily verified that you are on track.

Add to this regular reviews and updates on progress and you have a simple process that can engage your teams and be easily monitored.

And the gold – you can run this internally without the need for expensive annual strategic offsites – yes it becomes part of how you do business!

And what if it’s more than one page? It’s a concept not a rule. Though focusing on a smaller number of strategies will mean increased likelihood of successful implementation – both organisationally and individually.


by James Atkins, Vantage Strategy & Marketing


This article is linked to James' Google+ profile

It seems to me that many business consultants and so called strategy experts try to make things complex. This really comes to the fore when the challenge of planning is on the agenda.

SWOT, PESTLE, 5 Forces, etc. Lots of acronyms, not much clarity.

Don’t get me wrong these are all good tools that can be used to uncover insights and develop strategy. However without a clear framework they can end up making things more complex – lots of data not much information.

I have found the most sensible approach is the idea around one page planning. Yes one page. ..

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21
Sep
2016

Speed up the pace of implementation in your business

The pace of doing business is speeding up not slowing down. Each year the pressure grows on all areas of a business including its people, cash-flow, leadership, innovation, business models, technologies and ability to implement strategies successfully. This pressure can lead to issues arising across the business that ultimately impact its overall growth and profit potential.


Standing back from all the specific issues stemming from this 'high pace' of doing business most can quickly be related back to the in-ability to implement 'change' successfully.


So what does a business leader or owner do? What are the strategies that should be implemented to 'adjust' the business and its people to this NEW normal environment for doing business?

Here are three strategies that can assist businesses and teams cope with the high pace of doing business:

Strategy 1 - Focus on Micro tasks

Think back to the last planning session you had or project team you were involved in. What was the nature of the strategies / actions that were set? Were they quite broad or were they very specific outlining the steps that need to be taken. Too often planning sessions lead to broad statements such as: 'Do a marketing plan', 'Refine our sales process' or 'Fix that problem' but rarely outline HOW to achieve those outcomes or the micro steps / tasks required. This leads to teams either heading down the wrong paths or not starting to change at all. The simple solution when you see this occurring is to keep breaking down the broad task into micro tasks that highlight the HOW and the steps required to reach the desired outcome. Try this simple strategy in your next planning session and you instantly see the benefits.

Strategy 2 - Provide just-in-time learning

Sending teams to two day residential training sessions to learn new skills are slowly becoming a thing of the past. There is certainly still a need to hold these types of events in specific situations but 5-7 years ago every training event was a two day off-site with little accountability to the new learning acquired or how it would be implemented. The retention of new learning was thus very low and too often forgotten (until a need arose and the learning had to be acquired again!).

To obtain the skills to address specific issues in this fast paced business world you need to shift the thinking of your people to 'just-in-time' learning. This means that as a need arises to address a specific issue (such as understanding the strengths / weakness’ of your competitors as part of a marketing strategy) the focus should be on putting time in your schedule to learn that skill in 30-60 minutes via an online learning platform or quick internal training session and then applying it in the field quickly. The retained learning is much higher with this approach as there is immediate application of the learning. Best of all a solution to the issue is provided straight away to allow momentum to continue with the desired 'change' or 'new strategy'.

Strategy 3 - Capture and track your strategies / actions using innovative technologies

How often have you gone to reflect on a strategy you developed months ago and then had to spend hours searching through your emails, journals, files or go and follow-up a team member to get yourself up to speed again with the discussions that occurred and actions that were confirmed. Even if you have a good discipline of having 'One Page Plans' operating in your business (and even pasted to your office wall) it can still waste many hours in your day searching for the detailed plans you have developed or putting yourself back in the same 'head-space' you were in to reflect on the next steps you should take.

To assist this process and speed up your pace of implementation it’s critical in any modern business to be using the latest cloud technologies / applications to help you track projects and tasks. What are you currently using in your business? Nothing? There are a lot of great, cost-effective options available. The time savings and productivity gains will be felt immediately and free you up to be focusing on the growth and profit of your business.

While these three strategies are not a magic bullet they do help you adapt both yourself and your teams approach to allow you to implement change much more effectively in this fast-paced business environment.

To assist this process we provide all our clients’ access to Mindshop Online. Mindshop Online allows you to capture and track in one location all your strategies, actions and professional development that are only visible by you and your advisor. We can then provide confidential support and solutions drawn from hundreds of tools, courses and resources within Mindshop Online.

Mindshop Online is a fantastic way to help leaders speed up their pace of implementation to give them back valuable time to focus on the growth and profit of their business.

If you would like to discuss how we could assist you implement change more effectively in your business please email us to arrange a call or meeting.

by James Atkins, Vantage Strategy & Marketing

Powered by Mindshop

This article is linked to James' Google+ profile




The pace of doing business is speeding up not slowing down. Each year the pressure grows on all areas of a business including its people, cash-flow, leadership, innovation, business models, technologies and ability to implement strategies successfully. This pressure can lead to issues arising across the business that ultimately impact its overall growth and profit potential. ..


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