Sunday, December 17, 2006
It's Not What You Say Or Even Think. It is What You Do that Matters
Market research and marketing are undergoing change. No big deal in saying that. Personally I am always fascinated by changes - or more to the point how to accelerate them. It doesn't matter what you do there will always be 15% who really go for it, 70% who are not going for it yet and 15% who claim they will never do it.
Anyone can talk a great game - but it is the behaviour that matters. What do people actually do? And does that embrace the change? We all have our own reasons for pushing or pulling on something: career enhancement, money, challenge, boredom, to be trendy, an easier life - maybe even all of these in some matrix combination?
The secret I think is to identify that top 15% and proactively drive them. That will lead to some osmosis. You need to demonstrate to them either:
- the ability to see the light
- the feeling of the heat
CISCO drive any new initiative by delivering through the framework of Leadership, Competence, Technology and Governance. Once these blocks are in place you can drive it through. That has always stuck with me.
Then the considerations are micro - what is the advantage to me of the new initiative in my day to day level work?
And you can be sure that this is potentially the biggest issue for business as we move forwards. Change will accelerate and those who can LEAD change will win. You must take people with you - only then can you accelerate change.
Anyway - I am off to accelerate Engagement...
Anyone can talk a great game - but it is the behaviour that matters. What do people actually do? And does that embrace the change? We all have our own reasons for pushing or pulling on something: career enhancement, money, challenge, boredom, to be trendy, an easier life - maybe even all of these in some matrix combination?
The secret I think is to identify that top 15% and proactively drive them. That will lead to some osmosis. You need to demonstrate to them either:
- the ability to see the light
- the feeling of the heat
CISCO drive any new initiative by delivering through the framework of Leadership, Competence, Technology and Governance. Once these blocks are in place you can drive it through. That has always stuck with me.
Then the considerations are micro - what is the advantage to me of the new initiative in my day to day level work?
And you can be sure that this is potentially the biggest issue for business as we move forwards. Change will accelerate and those who can LEAD change will win. You must take people with you - only then can you accelerate change.
Anyway - I am off to accelerate Engagement...
