When teams meet to talk about how to brand their companies, they often speak of becoming the "Apple" of their industries. This desire to emulate Apple shows how much more complex business has become. As leaders seek the secret to long-term growth, profitability, and relevance, they often fail to recognize differentiation stems from creating a strong culture that, in turn, becomes the customer experience.
Posts from the ‘Corporate Emotional Intelligence’ Category
Design matters across all aspects of an organization, from products and services to processes and how we deal with people. And while relatively few companies do it well—yet—the spotlight of what great design delivers will transform the quality of the brand (i.e. employee and customer experience) across industries because consumers are starting ‘get it’ on a large scale.
You recently landed your dream job and you feel fantastic! Now, you've figured out how to make an important project sing. After mocking up the idea, you head happily to the boss' office. And then... ZAP! Your manager rips the feelings and pride and excitement from your chest as she utters disgustedly, "That is NOT how I told you to do it!"
In my mind... yes. Those that have a high degree of self-awareness build the strongest brands and have ultra-dedicated employees who, in turn, build a large customer base of raving fans. Think Apple, Amazon, Zingerman's, and Zappos. These companies' market dominance begins with leadership, a strong sense of purpose, and some very deliberate decisions that enable them to get 'the right people on the bus.'
Looking back over 2012 (and ahead into 2013), I realize that my priorities have shifted rather dramtically. In the past, my thinking was way too small. It used to be that I strived to be the best leader with whom the people on my team had ever worked. While that statement seems really egotistical, it isn't.