Posts Tagged 'Jeffrey Hayzlett'

Day 35: Grow

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Change is never easy, nor should it be.  If it feels to easy, it is.  So, stand proud, and remember the story of the Dog Soldiers.  As they fought, the Dog Soldiers sang their own song in the face of death.  This is the song of the change agent.  Even as the proverbial bullets and arrows fly, even as you get hit from all sides, stand by your conditions of satisfaction and stand unwavering through all the “pain” again and again.

See you on the other side of the gauntlet!

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Day 33: Adapt

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“Innovation is doing something better that people will pay for.  The funny thing is that your existing competition does not stay still, and new competition comes from nowhere – so you have to change.”

I love that quote from my friend Gary Shapiro, president and CEO of the Consumer Electronics Association.  Gary knows a lot about adapting – his industry is in a constant state of change, and his association’s trade show, CES, has needed to adapt many times in order to thrive.

But while I agree the competition in business never stays still, I don’t agree that it comes from nowhere. In fact, it comes from everywhere, starting with your customers and long before they click to buy.  You can innovate and challenge existing models all you want, but if your customers aren’t with you to begin with, they will never follow your innovation.

 

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Day 31: Scale

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The foundation of scale is all about zeros.  Just add or take away zeros and any small or big business plan can be drawn to scale.  The old model requires you to bully your way into the market or use your purchasing power to buy space and people.  Big Ink did that by deciding to give away its printers for free;  Facebook does this by buying employees for millions, often by purchasing those employees’ start-ups and shutting them down.  Is this sustainable?  Probably not.  Does that mean you can’t compete?  Absolutely not.  You just need your team members to work together and innovate, control, and lead by creating marketing programs that offer a more complete and scalable experience.

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Day 30: Focused Executive Program

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A Focused Executive Program comes down to one word:  relationships.  So get off your butt, get out from behind your gosh-darned desk and go visit and talk to customers – every single one of you – so they turn to you and you can help them.  This is Jeff-speak for something more diplomatic, suitable for pasting into PowerPoint slides anywhere:

  • Establish top-to-top executive relationships with key strategic customers
  • Use these relationships, whenever appropriate, to
    • Influence major business decisions.
    • Avoid/assist in crisis management and/or problem resolution.
    • Identify long-term opportunities for collaboration.

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Day 29: 4 E’s

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Several change agents I spoke to bravely admitted they had missed the boat initially on social media, but turned it around quickly.  That’s the beauty of social media, too.  As long as you eventually get it, you can catch up pretty quickly.  And you don’t need some high-priced consultant to get started.  Just remember the 4 E’s:  Engage, Educate, Excite, and Evangelize

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