Conscious Culture Creates Brand Value

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Conscious Culture Creates Brand Value

  1. 1. YOUR CULTURE IS YOUR BRAND
  2. 2. - SOLOPRENEUR - SMALL BUSINESSGetting - - MID-SIZE ENTERPRISEto knowyou…
  3. 3. Thank Youfor being You!
  4. 4. “You might as well be you. Everyone else is taken.”Adapted by Chris Garibaldi from Oscar Wilde
  5. 5. Why ?care to listen
  6. 6. SOCIAL MEDIA AND THE NEW WORLDIS ABOUT… LISTENING AND LISTENING INTENTLY.
  7. 7. ENTEROnly if you Seek toGROW
  8. 8. What’s in a name/brand? Everything! Name = Your True NatureBy name we don’t mean just the literal but the: Values | Vision | Mission That the name/brand seeks to deliver on.
  9. 9. An seedcan only produce an apple.
  10. 10. Our Deepest Fear“Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness that most frightens us. We ask ourselves, ‘Who am I to be brilliant,gorgeous, talented, fabulous?’ Actually, who are you not to be? … Marianne Williamson Founder US Department of Peace
  11. 11. The 1 Differentiator
  12. 12. For Today1 What? Current State2 So what? ROI of Culture3 Now what? How to Create Culture
  13. 13. 1 What is the current state?
  14. 14. The Bad News
  15. 15. VOLATILITY
  16. 16. EXTERNAL COMPETITION
  17. 17. INTERNAL COMPETITION
  18. 18. Only 1:3 employees are ENGAGED—worldwide!SOURCE: BlessingWhite, Inc. Employee Engagement Report 2011.
  19. 19. The Good News
  20. 20. Herb Kelleher put his people first.
  21. 21. Vineet Nayar puts employees first. “I often wonder what would happen if we were to give Gen Y the license to reinvent companies completely.”Vice Chairman and CEO, HCL TechnologiesThe fastest growing information services company in India.
  22. 22. The urge to direct our own lives.
  23. 23. “Yearn to do what we do in the service of something bigger than ourselves.”
  24. 24. “Desire to get better and better at what matters to us individually.”
  25. 25. Mismatch“There is a mismatch between what science knows and what business does.” (Intrinsic vs. Extrinsic Motivators) Daniel Pink
  26. 26. SoROI of culture? what’s2 the
  27. 27. The Bad News
  28. 28. COST OF LOST PRODUCTIVITY $416 billion per year due to Disengaged Employees Source: Gallup Organization’s Employee Engagement Survey, 2009
  29. 29. Shareholder Return SOURCE: Hewitt Associates in 2009
  30. 30. United Breaks Guitars
  31. 31. Why they stay?ENGAGED stay DISENGAGED stayfor what they… for what they… GIVE GET SOURCE: BlessingWhite, Inc. Employee Engagement Report 2011.
  32. 32. The Good News
  33. 33. Who’s living it? Created a purpose drivenculture, one employee at a time.
  34. 34. Who’s living it? Welcome unconventional ways toinnovate and create new products.
  35. 35. Who’s living it? Live their values.Companies pay to learn from them.
  36. 36. CASE STUDY
  37. 37. Values ‘r Us
  38. 38. Values Lead Strategy Zappos Family Core Values“As we grow as a company, it has become more and more important to explicitlydefine the core values from which we develop our culture, our brand, and our businessstrategies. These are the ten core values that we live by: 1. Deliver WOW Through Service 2. Embrace and Drive Change 3. Create Fun and A Little Weirdness 4. Be Adventurous, Creative, and Open-Minded 5. Pursue Growth and Learning 6. Build Open and Honest Relationships With Communication 7. Build a Positive Team and Family Spirit 8. Do More With Less 9. Be Passionate and Determined 10.Be Humble”
  39. 39. ROI of Delivering Happiness 1. Sold to Amazon for $1.25B: AND retained culture & brand.
  40. 40. ROI of Delivering Happiness 2. Tony Hsieh: shared the $1.25B proceeds with employees.
  41. 41. ROI of Delivering Happiness 3. Happy customers: 800 number on top of every page & free returns
  42. 42. ROI of Delivering Happiness 4. Culture as marketing asset: Created a training division (Zappos Insights) and Delivering Happiness is a movement.
  43. 43. ROI of Delivering Happiness 5. Open and transparent: Employee testimonials in “Culture Book” (unedited)
  44. 44. It’s happy-ning globally Old New Stability & Consolidation Speed & Imagination Accounting Rules Innovation Rules Tangible Assets Intangible Assets Delegation Abdication TQM, Six Sigma Design Management Hierarchy Seamlessness Mass Production Personalization Technology Supports Change Technology Drives Change Case Studies Scenario Planning Products & Services Experiences & Solutions PowerPoint Presentations Storytelling Enforce Order Thrive in Chaos Transaction Relationships Competition Collaboration Only Men, Engineers More Women, Ethnographers MBAs Designers Zero Sum Game Win-Win-Win
  45. 45. True bottom-line: People are resilient!
  46. 46. Now what3 can we do?
  47. 47. 1. Sincere LeadershipRED-FLAGS Culture is NOT a One-Off “Initiative” | Set of Posters | Morale EventENABLERSINTELLECTUALLY EMOTIONALLY INTUITIVELYAsk Be Involved TrustListen Be Vulnerable Be ResponsibleRespond Be Humble Fail & iterate fast
  48. 48. 2. Truly Assess Your CultureRED-FLAGS Not simply an annual employee poll with no on-going action.ENABLERSINTELLECTUALLY INTUITIVELY EMOTIONALLYBasics covered? Trust Leaders Living Your PurposePay | Benefits | Workplace They have your back Learning/Growing Freedom to FailCompany Direction Respect Leaders Passionate PositiveCommunication Align with Mission
  49. 49. 3. Let Ambassadors Arise AMBASSADORS ADVOCATES FOLLOWER PASSIVE SOURCE: Resonant Insights, white-paper “Conscious Culture Creates Brand Value”
  50. 50. What’s an Employee Ambassador?INTELLECTUALLY Live brand tenants with personal confidence and connection.EMOTIONALLY Spontaneously recite personal stories of brand connection.INTUITIVELY Proactively suggest new ideas and pilot them rapidly & often. SOURCE: Resonant Insights, white-paper “Conscious Culture Creates Brand Value”
  51. 51. 1232
  52. 52. Example of Employee AmbassadorGot real vulnerable Linked purposeTrusted advisors Genuine passionListened Being 101% herself SOURCE: Resonant Insights, white-paper “Conscious Culture Creates Brand Value”
  53. 53. 100% = 24 hours Bill Gates, you and I…all have the same 24 hours.
  54. 54. YOU choose whatto put in your 24 hours
  55. 55. The extra 1% comes through us andfrom others who support us.
  56. 56. “A small group of thoughtful people could change the world. Indeed, its the only thing that ever has.” Margaret Mead
  57. 57. What’snext?
  58. 58. Why talk to Resonant Insights? We inspire people to be their 101% best.
  59. 59. A Strategic Insights Consultancy.
  60. 60. Our Invitation: 1. Visit us at Booth #213 2. Answer 3 quick questions YOUR NEEDS 3. Get Coffee3 Single-Serve Packets of Starbucks VIA for the first 24 participants
  61. 61. Thank You Bobby Bakshi Chief Inspiration Officer bobby@ResonantInsights.com 425.999.9984 www.ResonantInsights.com
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