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STRATEGIC
FOUR LENSES FOR
CHANGE
Model for transformation
In companies people come and go in
management, self doubt become...
Sometimes transformation in companies
happens when they have lost their way, by for
e.g not making a good product, not hav...
The world of information is confusing, the
marketing tactics and technologies increase
at an alarming rate. Companies ofte...
“Strategy is the essence of human action,
the bridge between an idea and it’s
realization in the world. Too often these
st...
Leadership
2
Vision Point of Difference Communication
1 3 4
Leadership
Do you communicate strategies and goals in a well designed
way? designed experiences will help clarify objectiv...
Vision
Does your strategy help achieve the vision set about why your
brand exists and what the company cares about?
A long...
Difference
Does your point of difference standout and can you push further?
What do you do well and what is unique about y...
Communication
How can you develop tools to help partners envision the
future? Without clarity it is hard for people to joi...
Kirschner Branding is a consultancy that
helps companies understand their position
in the market and plan for change. Our
...
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Four lenses for company transformation

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People come and go in management, self doubt becomes a norm and only when leadership "goes back to the core” and makes hard decisions that commitment and love marches back.
How does that happen? New thinking, brand vision and entrepreneurial mindset is key.

Published in: Business, Education, Technology
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Four lenses for company transformation

  1. 1. STRATEGIC FOUR LENSES FOR CHANGE Model for transformation In companies people come and go in management, self doubt becomes a norm and only when leadership "goes back to the core” and makes hard decisions then commitment and love marches back. How does that happen? www.kirschnerbranding.com.br
  2. 2. Sometimes transformation in companies happens when they have lost their way, by for e.g not making a good product, not having anymore the love for art and work they were doing or a new competitor changed the landscape. People come and go in management, self doubt becomes a norm and only when leadership "goes back to the core” and makes hard decisions that commitment and love marches back. How does that happen? New thinking, vision and entrepreneurial mindset is key.
  3. 3. The world of information is confusing, the marketing tactics and technologies increase at an alarming rate. Companies often feel pressured to start trying out all channels and media without considering how they relate to their brand and overall strategy. Like a cyclist that pedals and pedals a high gear and gets nowhere, attempting marketing without focus burns energy and costs. On the next pages are four lenses that can help filter your strategy for transforming your company and inspiring your team.
  4. 4. “Strategy is the essence of human action, the bridge between an idea and it’s realization in the world. Too often these strategies become frozen into conventions, as people mindlessly imitate what worked before.” ROBERT GREENE
  5. 5. Leadership 2 Vision Point of Difference Communication 1 3 4
  6. 6. Leadership Do you communicate strategies and goals in a well designed way? designed experiences will help clarify objectives. Steve Jobs was a great leader and communicator, through presentations he describes very well his vision and values. In the link below he talks about being clear and caring about the brand, it’s values and believing in something larger than just the product. Leaders hold every element of the brand together, they guide and inspire and through designed experiences like (talks, printed, digital, meetings, conferences, workshops etc.) to clarify the vision and strategies that will be used by teams to follow through with innovative thinking. http://www.youtube.com/watch?v=keCwRdbwNQY
  7. 7. Vision Does your strategy help achieve the vision set about why your brand exists and what the company cares about? A long term view or a goal helps define who the company is and why it exists, it gives direction. Normally the vision is a sum of the companies history and what it’s customers passionate about, Simon Sinek's infamous talk about the “Why” and how successful leaders inspire action is a great start point. Vision lifts company moral and influences internally the culture and externally how people will see the brand through the clutter. Simon’s talk below http://www.youtube.com/watch?v=sioZd3AxmnE
  8. 8. 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 be more visible. There can be many points of difference but only one or two are probably unique to you. It can be a technical element like Google showing how fast their searches results appear, Zappos creating content and advertising showing their service and different culture, Burberry and the traditional trench coat that constantly is adapted to modern times and digital savviness, Havaianas flip flops with the colors and Brazilian expression, Harley Davidson and their bike design heritage, Apple and it’s thoughtful design and store environment. How can we make our customers recognize our quality, story and benefit?
  9. 9. Communication How can you develop tools to help partners envision the future? Without clarity it is hard for people to join forces for the cause. 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 way to engage and inspire? Highly visual content and different forms of presentation can make the message more compelling and effective for employees, customers and investors. You need to show to reinforce your message and make the connection. A example of an elaborate presentation and gathering is the Starbucks leadership conference that brings everyone together with the goal of inspiring, motivating and educating their partners to make better decisions in the day to day contact with customers. Here is a video of the Starbucks 2012 conference http://vimeo.com/51715577
  10. 10. Kirschner Branding is a consultancy that helps companies understand their position in the market and plan for change. Our framework and workshops help define current position of the company and future opportunities. www.kirschnerbranding.com.br isaque@kirschnerbranding.com.br @isaquek

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