Likeable U: Running the Gauntlet by Jeffrey HayzlettPresentation Transcript
Only for the Bravest and Most Successful
WARNING: To the naysayers, opportunists, andobstructionists who stand in the way of driving change and progress in any organization Note: WE WILL BEAT YOU
1824 or 2012 Somewhere in the Westor in a Company Near You.
Adapt, Change or Die
Driving ChangeChange for Change Sake is bad “There is nothing wrong with change, if it is in the right direction.” – Winston Churchill
Agents of Change Leaders
Type of Change Agents Clock Changers & Lions
Or. . . the other guys
Be a Clock Changer Be a leader
Noticeable Assets• Problem Solvers, not problem seekers• Change agents for the process• Cheerleaders who reinforce goals• Seam operators
Why People & Companies Fail to Drive Change Needed to Win The BIG Five
Reasons We Fail1. Fear Be a beginner
Reasons We Fail 2. TensionHealthy debate is good.
Reasons We Fail 3. RadicalTransparency Elephants are fun to kill
Reasons We Fail4. Risk No one is going to die
Reasons We Fail5. Promises Let’s do lunch
How its Suppose to Work
Make my Order
Give Up Some Cash
I’m Not Lovin’ it!
What is a Promise? Mutual Conditions of Satisfaction
Basic Components• The Customer• The Performer• The Action Cycle & 4 Phases Pretty simple in theory
The John Madden View The Action Cycle Phase I Phase IIThe Customer Promise The Performer Promise Phase IV Phase III 26
The first step. . . Phase I The Action Cycle OFFER The Customer Promise The Performer PromiseIn the beginning… 27
The Second Step. . .Phase II The Action Cycle AGREEMENTThe Customer Promise The Performer Promise 28
One More. . .Phase III The Action CycleThe Customer Promise The Performer Promise PERFORMANCE 29
Bringing it home. . .Phase IV The Action CycleThe Customer Promise The Performer Promise DELIVERY & ACCEPTANCE 30
Connected by YOUR promises What are your promises to the Company? 31
Ask YourselfWhy are you in this game? Who are you? Your 118What shall you look like?
Brand Horses. . . cows andpromises delivered
Do it RightStand for something Online or offline Principles only mean something when they are inconvenient
Think Big, Act BIGGER• Drive Change Everyday - More than Film• Size does not matter - Main Street vs. Wall Street• Ready, Fire, Aim• Change is painful but. . .
Cause Tension• Don’t settle• Create competition• Stir it up• Why?
Rules to Remember• Mood• Rule of thirds• Change the questions• Make it better in the new place
Try some new things After all, . . .
Walk the Talk• Objective: Drive Sales (repeat best seller) with great content and marketing• Engage fans/content• Drive Earned Media & Buzz• Represents the brand • New, different, cutting edge- content and methods
The othersUgly, not so smart
MeSmart and branded
Everyone needs an enemy• Battle Brings out their best• Educate and lead• Anticipate problems before they arrive – Quantify and qualify – Compare – Decide