COMMUNICATING
THROUGH
CHAOS
(or “capitalising on current opportunities”)

íÜÉ
worst recession
áå=éçëíJï~ê
Üáëíçêó>=

3 million jobless
ìâ=by end 2009
áå=íÜÉ of

COMPANY LIQUIDATIONS
up 51% on
ÑçìêíÜ=èì~êíÉê=of 2007

extinct Äê~åÇë

it’s
the
end of the world
as we know it

Credit Crunch
íÜÉ new
breakfast ÅÉêÉ~ä?

~í work?
clearing away íÜÉ=dead wood
êÉÅÉëëáçåë always ÅêÉ~íÉ=winners
and ëìêîáîçêë as well as losers...
KKKáíë=Darwinism ]=ïçêâ

tÜ~í is
YOUR
response\\
ã~âÉ
massive êÉÇìÅíáçåë
in cost C
hunker down áå=íÜÉ=bunker\\

áë=íÜáë óçìê=survival mode ÅÜÉÅâ=äáëí?
cut out all non-essential spending
bring sub-contracted activities in house
keep sales volumes up by reducing prices
examine your entire organisation to identify areas
where you can be more efficient
lay people off where you can
cut marketing, internal communications, live
face to face communication - they slide off the
account book easily

in short,
keep your HEAD DOWN,
PROTECT your RESERVES,
DON'T take any RISKS,
WAIT ‘till the MARKET IMPROVES

STAY áå=íÜÉ BUNKER

ÉîÉå ëìééçëÉÇ
Clever
business leaders
ÖáîÉ=íÜÉ
old ADVICE…
same

“KEEP ADVERTISING!
consumers MUST be
encouraged to spend money
áÑ=íÜÉó=HAVE IT or NOT”
sir martin sorrel `bl=tmm

isn't this the old approach
that got us into trouble in
the first place

the way forward

a recession
is a time to...
‘re-think’ business model
your
be very quick and nimble
responding to changes

really?

john hayes
american express cmo
in tough times, resist the urge to hunker
down & stick with the tried and true
innovate constantly
be equal parts
consumer advocate & visionary
establish ‘customer listening posts’
& visit them daily

really?

rupert
murdoch
fast
very
the ïçêäÇ is changing
BIG will not beat small anymore
it will be the fast beating the slow

really?

steve
balmer
there's no substitute for innovation of course
but,
substitute for
innovation is no
being in touch with customers

it’s about
your people
your customers

challenge...
a

WHEN YOU
move or change strategy,
everyone in the company
move with you
must
or...
just wont’ work!
it

will they?

or will they...

get left behind?
join a more exciting
company?
actually care?

your people are they a
powerful resource ready to
spring into action and forge a
successful future through
the recession

hold that thought

your customers...

question...
a

do you have a
Çóå~ãáÅ & Åçåëí~åíäó=ÉîçäîáåÖ=
relationship with
your customers
that makes them
loyal & trust you
íÜêçìÖÜ tough times?

YES, then
if the answer is
there’s åç=éêçÄäÉã!
BUT
MAYBE...
if you answer

...you need to tell
them a STORY

äìÅáÇ can help you
write & tell your story
to
your people
your customers
(and anyone else you want to influence)

pf
... and why they are so important

storiesÁ
éÉçéäÉ=äçîÉ=telling
Ámake sure it’s
YOUR STORY they hear &
tell, NOT some fairytale

Åçãé~åáÉë with
åç=ÅäÉ~ê=story íç=íÉää,
get talked aboutÁ
THEY CAN’T INFLUENCE
THE CONVERSATION!!!

the result is - they are
always reacting.
this affects…

brand reputation
share price
staff motivation

what
can
a story
do?

story...
...allows everyone to know the crucial
ÚïÜ~íÛ=& ÚïÜóÛ=of the company
...helps give éÉçéäÉ a purpose for work
...is an É~ëó=ï~ó=to package
corporate information so most people
can êÉãÉãÄÉê=áí

who needs to hear
your STORY?

staff
customers
shareholders
the disinterested

ways of telling
the STORYÁ

on-line ÅçããìåáÅ~íáçå=ÅÜ~ååÉäë
to be exploited...
Blogs
Facebook
LinkedIn
Youtube
Twitter
MySpace
User Forums

online social networks
connect people
make conversation possible
help in the sharing of personal
and professional information

but it is
LOW impact

face to face
communication
áë POWERFUL

_ÉáåÖ in a group, up close and
personal can have a profound
effect çå çìê feelings and
attitudes to ourselves and our
work.
it’s human natureÁ

people are
predictably
irrational

Behavioural economics Ü~îÉ ëÜçïå Üçï
people’s expectations C emotions
logic and reasoning on
directly effect our
a daily basisK
getting in front of people
FACE TO FACE
áë=~=POWERFUL way to
manage that process

people behave
differently when they
are excited or aroused

on-line ‘places’ do not excite
much
face to face can excite
~åÇKKK
your story does not
Átelling
have to cost a äçí=çÑ=
ãçåÉó

what can
face to face
scenarios do for…

staff\\
áåÑçêã J Üçï=Çç=á=ã~âÉ=áí=Ü~ééÉå
ãçíáî~íÉ
ÅêÉ~íÉ=ìåÇÉêëí~åÇáåÖ
êÉäÉ~ëÉ=áÇÉ~ë C=áååçî~íáçå
ÜÉäé=íç=ëéÉÉÇ=ìé=ÅÜ~åÖÉ

customers\\
ÜÉäé=ÅìëíçãÉêë=Äìó óçìê=ÖççÇë=C=ëÉêîáÅÉë
ÄìáäÇ óçìê=Äê~åÇÛë=êÉéìí~íáçå
ÖáîÉ=~å=ÚÉãçíáçå~ä=ÉñéÉêáÉåÅÉÛ=îëK=~å=
ÚçåäáåÉÛ=ÉñéÉêáÉåÅÉ

shareholders\\
íÉää=íÜÉã=ïÜ~í=íÜÉ=Åçãé~åó=ëíê~íÉÖó=áë
Éñéä~áå=ïÜÉêÉ=íÜÉ=ÄìëáåÉëë=áë=íêóáåÖ=íç=Öç
ã~âÉ=áí=ïçêíÜ=ëíáÅâáåÖ=ïáíÜ=óçì
ÄìáäÇ íêìëí=
ÅçãÉ=íÜêçìÖÜ=êÉÅÉëëáçå ÑáííÉê=íÜ~å=ïÜÉå=áí=
ëí~êíÉÇ

why bother to tell your
story to
the disinterested\\

ÄÉÅ~ìëÉ they areÁ
çéáåáçå=ã~âÉêë
çåJäáåÉ=C=çÑÑJäáåÉ=ãÉÇá~
äÉÖáëä~íçêë
ã~îÉåë
new customers
Á~äëç=your

why TALK to lucid\\

ÄÉÅ~ìëÉKKK
we are experts in creating
face to face experiences
Ñçê staff, customers, shareholders
& anyone else you might want to
influence

lucid storytelling
raising heartbeats
creating meaning
building relationships
using language that everyone understands
helping people look at the world from a
different perspective

we naturally think about
communications in a joined up way
making the right messages go
further... for less....
...and having the right effect when
they arrive

want to help our clients to
Áwe
realise the opportunities that a
recession brings for their
business...
...and there are MANY
...and we do not believe you need to
build Disneyland every time for it
to work!

TALK to lucidKKK
KKKto discuss these opportunities
with our team
call +44(0)20 8795 5222
or
email clarity]lucidhome.com
www.lucidhome.com

COMMUNICATING
THROUGH
CHAOS
(or “capitalising on current opportunities”)