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.
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.
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.
“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.
Leadership
2
Vision Point of Difference Communication
1 3 4

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.
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.
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.
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.
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