Category Archives: Strategy

Do you know your Culture Gateways?

Posted on July 16, 2015 | Leave a comment

Bringing new people into your organization is an important (and inevitable) part of growth. Each new person is affected by—and affects—the culture of your brand. Leaders with a clear understanding of their brand strategy have hired people according to core values, and the result is a deeper, richer culture.

New employees meet existing teams, find connections, and work together in task and attitude towards a shared purpose. The brand continues to thrive.

Theoretically, it works seamlessly. Realistically, new people are outsiders until they are trusted by the team—not the implied trust of carrying the same banner, but rather the type of trust that is earned through shared experiences and challenges; through learning about each other as people, not just roles in the organization.

Feed Your CultureEach organization finds unique ways teams connect. There are no rules, limits or fool-proof best practices for finding the trust every team requires. For some it’s social events; for others it is working through a full cycle of a project or deadline together; for others there are relevant (or obscure) rituals and milestones that need to be reached. For many it’s a mix of a few things.

An organizational culture is inevitable. Too often, though, it is often accidental and thriving on the path of least resistance. Who is feeding your culture?

As a leader, do you know the Culture Gateways for your organization? Do you understand—and make time for—the events and rituals that your culture asks of itself? Do you feed your culture, or do you expect it to live off whatever filters through the burden of productivity?

New employees can get overwhelmed during even the most thoughtful on-boarding process. New policies, new peers, new possibilities—there is plenty of new information pushing towards fresh members of your team and it’s easy to let the culture component occur accidentally.

Smart brand leaders understand that when new employees integrate into the culture quickly, smoothly, honestly and enthusiastically, the benefits are exponentially greater. Trust—the deep trust required to push boundaries, challenge ideas, and risk authentically—is reached sooner. The value and influence of true teams is realized.

Smart brand leaders understand and encourage the Culture Gateways that are required by the organization. Whether true planning is required, or simply giving permission and getting out of the way, leaders recognize the resources required—time, space, workload, stuff—and not only let it happen, they make sure it happens. It’s purposeful and measured, not accidental. Smart brand leaders know they get the culture they nurture, and the right culture is at the foundation of brand success.

Embracing Culture Gateways—the launch pad to the human side of on-boarding and a rich brand culture—is critical to building a strong brand and is not left to chance. Do you know the Culture Gateways of your brand strategy?

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Posted in Culture, Leadership, Strategy, Vision

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Are you on a Mission Statement, Part Two

Posted on April 2, 2015 | 2 comments

Part One was simple. Sometimes there is more enthusiasm for writing a great mission statement than passion for actually achieving anything of substance. Without real purpose—without actually being on a mission—you’re probably just another run-of-the-mill brand at the mercy of the simplest competitive forces.

So if Part One is about a lack of real conviction to something greater, Part Two is about too much. So much passion, in fact, that the clear purpose of the organization is lost in translation. This time, ‘Are you on a Mission Statement’ is about the consequence of living your mission in passionate isolation.

Very often—and perhaps more so in the social change community—organizations use their mission statement to show heightened conviction and sophistication. Eloquent mission statements are a strategic badge of honour—rising above the riff-raff and outpacing their peers—elevating the organization above anything conventional or corporate. Mission statements become a passion filled, jargon laced, verbal vomit of words peppered with a secret code of industry rhetoric. Only those who already share in the passion and knowledge will even remotely understand the purpose, let alone its capacity to deliver on the promise. People are so deeply entrenched in their passion they are only preaching to the converted; anything less feels too pedestrian.

A good Mission Statement is not just for us; a mission statement should help everyone else understand what to expect. No one should hear your mission statement and think, “…so what do you actually do?”

If people are still unclear about what your organization does—the tangible value it brings—upon hearing your mission statement, then it’s time to let go of the words and dig back into the purpose.

A good mission statement—an effective statement—should be inspirational, of course. More importantly, though, it should also be clear, persuasive, and action-oriented. A good mission statement should provide outsiders—yes, outsiders—with enough information to be motivated to support your cause. They should want to join with you (or be competitively concerned about your arrival), be clear on what will probably come next, and how they can be part of that success.

It’s easy to get excited about mission statements, especially when the mission is something deeply important. The mission statement is a cultural and communication anchor—an vitally important part of any strong brand strategy. But it is just a tool to use—it’s of no value if it doesn’t first inform and persuade.

A great mission should inspire a great Brand Strategy. A great mission statement should simply inform people of your mission.

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Posted in Authenticity, Mission & Values, Strategy, Vision, Mission & Values

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The uncomfortable allure of the Brand Evangelist.

Posted on February 18, 2015 | Leave a comment

Plenty of talk these days about the importance of Brand Evangelists. Or Ambassadors. Or Employee Advocates or, …minions.

I’ll admit the idea makes me uncomfortable. Not because I don’t think employees should be outwardly proud of where they work, or that the ‘brand Kool-Aid’ is poison. And it’s not because I don’t think that the employees—people directly connected to delivering the brand experience—aren’t some of the most valuable champions of the brand. Plenty of great organizations benefit from authentic, internal cheerleaders.

But from where I sit, the prevailing push behind ‘evangelists as strategy’ wisdom conflate enthusiasm against obligation in the realm of social media, underscored with the ugly falsehood that social media is “free”. It’s empty as a strategy—unmeasurable and accidental if truly authentic. To top it off, all of this is happening just as we’re moving towards greater transparency and accountability from leaders.

I believe pure brand evangelists—the concept—are a tremendous value. They mark a significant success in your brand strategy. I disagree, however, that expecting all employees to perform on social media—demanding, even—is smart strategy. And I believe that compelling them to perform is disingenuous; a slap in the face of the very authenticity good leadership is striving to achieve.

The strategy for any organization should be to create opportunities, not obligations, to share content and experiences. Organizations should trust employees to respond appropriately—as an insider in the community—and arm them with relevant contributions (or at least give them access). The strategy should leverage enthusiasm, not attempt to create it.

The strategy for any organization should be to create a SoMe profile that borrows from the people who accept the role of monitoring and responding. Their individuality will enhance the brand, not distract from it, and it should be clear that the brand is the anchor of the engagement.

The strategy for any organization should be to create a culture rooted in pride and enthusiasm. The organization should be passionate about transparency, ensuring that the Evangelist mindset has access to content and insights, and isn’t blindsided by facts outside their control or knowledge. Nothing screams ‘faker or flakey’ like an ill-informed insider.

The strategy for any organization should be to think beyond marketing, and let any department show up in relevant social media channels, sharing and learning. There are countless communities that would appreciate authentic participation—engagement that moves the whole community forward—not just the “sell”.

The strategy for any organization should not be to overlay ‘evangelist’ into every job description and expect everyone to blur their personal and professional profiles to serve the organization. The strategy must not have vague expectations nor imply unrewarded activity. The strategy must never compromise anyone’s integrity, and the organization doesn’t get to decide when such concern is valid.

Brand Evangelism is a result of your culture, not a technique to create one.

If your organization benefits from employees who freely promote, support, defend and engage, then you can thank a strong culture, not a ‘Brand Evangelist Strategy’. You’ve invested in people you can trust and depend on, and now you get to reap the rewards. In fact, if you have truly developed a culture worthy of brand evangelists, good luck stopping them from engaging beyond your expectations.

However, if you find you must request ‘evangelism’ from your team—or worse, demand it—then you haven’t earned the value that the phenomenon of the ‘brand evangelists’ offers. You don’t understand the concept, because if you haven’t taken the time to nurture the culture, good luck trying to get any authentic evangelists at all.

And authentic brand evangelists is really all that matters.

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Posted in Authenticity, Best Practices, Culture, Rules, Strategy

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Follow the Leader

Posted on January 28, 2015 | Leave a comment

In this world of expert teams—groups of people who are each smart enough and wise enough to lead—it is ever more important to follow with integrity.

While we routinely debate the merits and qualities of leadership and its impact on productivity, often missing from the conversation is the importance and obligation of true teamwork; following the leader.

If we expect good leaders trust their teams, it is only logical that good teams trust their leader.

When an individual is given the title of leader—both the glory and the burden of being accountable for results—it becomes imperative for teams to acknowledge and support the leader.

Too often when uncovering the problems with teams, it comes down to followers who aren’t quite willing to follow. Every plan has a flaw; every decision meets a “yes, but…”; every criticism has an excuse. Poor followers are caught up in their own ego, more concerned with eventually being the saviour of the situation (a perceived need, not a real need) than trusting that the leader is making good choices. Poor followers aren’t really following. They are riding the coattails to success—going through the motions with an agenda all their own.

  • Poor followers gather information but hold it close for personal gain.
  • Poor followers agree in their words but reject in their actions.
  • Poor followers fixate on the plan without focus on the goal.
  • Poor followers stand among the team but have an agenda of self-preservation.
  • Poor followers believe they have the wisdom to lead, but lack the courage to risk leadership.
  • Poor followers are eager to hear feedback, but quick to find excuses.

Ultimately, poor followers lack conviction, and let apathy and arrogance undermine their actions. Failure becomes a self fulfilling prophecy; not because the plan lacked strategy or leadership lacked ability, but simply because the they didn’t fulfill their follower role with integrity.

This isn’t about blind allegiance, or recklessly abandoning good sense and objectivity. There is a time and place for questions and contradiction; there is room for tough discussion in search of excellence; it is important to disrupt the status quo. But when planning transitions to action, and everything that we’ve prepared for is on the line, it is time to let leaders lead, and support them—support the whole team—by acting as an excellent follower.

Know the goals and know the plan; share information; respect decisions; act with conviction.

Strong Brand Strategy is rooted in leadership and trust. It takes teams of people committed to a common purpose, unafraid to tackle the challenges of bringing their vision to light, but also unafraid to work together. Strong brands demand diligent teamwork. If we truly expect leaders to lead with integrity, it is only fair that leaders expect followers to follow with integrity, too.

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Posted in Authenticity, Best Practices, Leadership, Strategy

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