Four lenses for company transformation

STRATEGICFOUR LENSES FOR

CHANGE

Model for transformation

In companies people come and go inmanagement, self doubt becomes a norm andonly when leadership "goes back to the core”and makes hard decisions then commitment

and love marches back. How does thathappen?

www.kirschnerbranding.com.br

Sometimes transformation in companieshappens when they have lost their way, by fore.g not making a good product, not havinganymore the love for art and work they weredoing or a new competitor changed thelandscape.

People come and go in management, selfdoubt becomes a norm and only whenleadership "goes back to the core” and makeshard decisions that commitment and lovemarches back.

How does that happen? New thinking, visionand entrepreneurial mindset is key.

The world of information is confusing, themarketing tactics and technologies increaseat an alarming rate. Companies often feelpressured to start trying out all channels andmedia without considering how they relate totheir brand and overall strategy.

Like a cyclist that pedals and pedals a highgear and gets nowhere, attempting marketingwithout focus burns energy and costs.

On the next pages are four lenses that canhelp filter your strategy for transforming yourcompany and inspiring your team.

“Strategy is the essence of human action,the bridge between an idea and it’s

realization in the world. Too often thesestrategies become frozen into

conventions, as people mindlessly imitatewhat worked before.”

ROBERT GREENE

Leadership

2

Vision Point of Difference Communication

1 3 4

Leadership

Do you communicate strategies and goals in a well designedway? designed experiences will help clarify objectives.

Steve Jobs was a great leader and communicator, throughpresentations he describes very well his vision and values. Inthe link below he talks about being clear and caring about thebrand, it’s values and believing in something larger than justthe product.

Leaders hold every element of the brand together, they guideand inspire and through designed experiences like (talks,printed, digital, meetings, conferences, workshops etc.) toclarify the vision and strategies that will be used by teams tofollow through with innovative thinking.

http://www.youtube.com/watch?v=keCwRdbwNQY

Vision

Does your strategy help achieve the vision set about why yourbrand exists and what the company cares about?

A long term view or a goal helps define who the company isand why it exists, it gives direction. Normally the vision is asum of the companies history and what it’s customerspassionate about, Simon Sinek's infamous talk about the“Why” and how successful leaders inspire action is a greatstart point.

Vision lifts company moral and influences internally the cultureand externally how people will see the brand through theclutter.

Simon’s talk below http://www.youtube.com/watch?v=sioZd3AxmnE

Difference

Does your point of difference standout and can you push further?What do you do well and what is unique about you that can bemore visible.

There can be many points of difference but only one or two areprobably unique to you. It can be a technical element like Googleshowing how fast their searches results appear, Zappos creatingcontent and advertising showing their service and differentculture, Burberry and the traditional trench coat that constantly isadapted to modern times and digital savviness, Havaianas flipflops with the colors and Brazilian expression, Harley Davidsonand their bike design heritage, Apple and it’s thoughtful designand store environment.

How can we make our customers recognize our quality, story andbenefit?

Communication

How can you develop tools to help partners envision thefuture? Without clarity it is hard for people to join forces for thecause.

After assessing and defining what you want to become,typically change will be required and people resist change.How can you communicate effectively and in a compelling wayto engage and inspire? Highly visual content and differentforms of presentation can make the message more compellingand effective for employees, customers and investors. Youneed to show to reinforce your message and make theconnection.

A example of an elaborate presentation and gathering is theStarbucks leadership conference that brings everyone togetherwith the goal of inspiring, motivating and educating theirpartners to make better decisions in the day to day contactwith customers. Here is a video of the Starbucks 2012 conferencehttp://vimeo.com/51715577

Kirschner Branding is a consultancy thathelps companies understand their positionin the market and plan for change. Ourframework and workshops help definecurrent position of the company and futureopportunities.

[email protected]@isaquek