Post on 21-Aug-2015
transcript
Competence Competence
&&
Creativity Creativity
The ParadoxThe Paradox
Sam Swaminathan
Sam Swaminathan
• From reason-based logic to chaos-based logic
• Splintering of social, political, and economic organization
• Collapse of producer-controlled consumer markets
THE NEW THE NEW REALITYREALITY
Sam Swaminathan
• Dissipation of hierarchies by email
• Miniaturization of time• Breakup of mass
consciousness into individual realities
• Emergence of situational lifestyles
THE NEW THE NEW REALITYREALITY
Sam Swaminathan
THE NEW THE NEW REALITYREALITY
• When the market has become supersaturated with products, when customers have taken control of the marketing equation, how do you create and sustain a business?
By earning Customer Loyalty.
Sam Swaminathan
• How do you prove your loyalty to your customers?
• Not by pursuing customer loyalty, but by being loyal to your customers.
CUSTOMER CUSTOMER LOYALTYLOYALTY
Sam Swaminathan
CUSTOMER CUSTOMER LOYALTYLOYALTY
• In a customer-loyal world, your first concern is someone who purchased your product, because that customer is your best and cheapest billboard.
Sam Swaminathan
CUSTOMER CUSTOMER LOYALTYLOYALTY
• In a customer-loyal world, you make your own value structure isomorphic with that of your customer base.
• Build that in, and loyal customers will come.
Sam Swaminathan
CUSTOMER CUSTOMER LOYALTYLOYALTY
Like every other form of loyalty in a particalized world, customer loyalty is as thin as the horizon. Abuse it once, and you have lost it for good.
Sam Swaminathan
CUSTOMER CUSTOMER LOYALTYLOYALTY
Prudential has always portrayed itself as the Rock, and rocks don’t lie. When Prudential brokers knowingly portrayed high-risk investments as financial instruments for widows and orphans - they put their first red ball in the hat.
Sam Swaminathan
FROM WORD OF MOUTH
TO WORD OF MOUSE
FROM BRICKS
TO CLICKS
Sam Swaminathan
CREATE A COMPELLING
PLACE TO SHOP
THE NEW THE NEW VALUE VALUE
PROPOSITIOPROPOSITIONN
Sam Swaminathan
THE NEW THE NEW VALUE VALUE
PROPOSITIOPROPOSITIONN
Share of WalletShare of StomachShare of EyeballShare of Mouse Click
Sam Swaminathan
• In the face of change, the competent are helpless.
• Competent people have a predictable, reliable process for solving problems. They solve them the same way, every time, even when the problems are different!
• Change threatens competent people.
CHANGECHANGE
Sam Swaminathan
From
STORE AUDITOR
TO
STORE AUGMENTER
CHANGECHANGE
Sam Swaminathan
INTERNET INTERNET TIMETIME
“We can’t wait for evolution: three million years to grow a lung, another twenty to learn to walk upright, sixty more to grasp a spear, ten more to light a fire.”
– Peter Senge
We need to speed corporate evolution.
Sam Swaminathan
“Conformity is the jailer of freedom and the enemy of growth.”
– John.F.Kennedy
Competent people are victims of their concept prisons.
Sam Swaminathan
• Tracking Inventory• Warehousing and distribution• Monitoring costs• Beautifying brick and mortar• Hiring and Training• Separation• Listening to customers• Listening to employees
CHECK CHECK YOUR YOUR
EFFORTSEFFORTS
Sam Swaminathan
The predators are no longer pounding the pavement – they’re polishing off your precious china!
They recognize that in the midst of gut-wrenching change, steady competence impedes success. They replace competence with passionate and purposeful creativity.
What Insurgents What Insurgents Do Do
Sam Swaminathan
Nordstrom
AN INSURGENT’S AN INSURGENT’S STORYSTORY
Sam Swaminathan
How Do You Hire?How Do You Hire?
Hire and promote:
First, on the basis of INTEGRITY
Second, MOTIVATION
Third, CAPACITY
Fourth, UNDERSTANDING
Fifth, KNOWLEDGE
And, last and least, EXPERIENCE
Sam Swaminathan
How Do You Hire?How Do You Hire?• Without integrity, motivation is
dangerous.
• Without motivation, capacity is impotent.
• Without capacity, understanding is limited.
• Without understanding, knowledge is meaningless.
• Without knowledge, experience is blind.
Sam Swaminathan
Brought to you by
Center for Creative Thinking
http://www.ccthinking.com
Sam Swaminathan