Category Archives: Change Management

Reinventing Yourself Continuously Essential in a World of Constant Change

As an eternal optimist, I see change as an open door to learn and explore new possibilities. The reality is the world is changing at a much faster pace than in the past. If you want to stay essential and feel fulfilled in your career and profession, continuously exploring what is new in your field and how to evolve your perspective and skills is critical to your success.

stairway leading to an open door and blue sky

Embrace change as an opportunity. Avoiding change is a path to extinction as companies like Blockbuster and Borders learned when it was too late. No one wants that to happen to their career, which is why learning and change is such an important part of a personal branding plan.

For more tips on personal branding, check out my article 10 Ways to Manage Your Professional Brand, Reinventing as Needed.

Anticipating Where Your Field is Headed

What trends do you see in your profession and sector? How are technology and new ways of thinking disrupting your business? Ingraining an explorer’s passion will keep you nimble, scanning your horizon for opportunities and threats and seeking innovations.

Do you want to disrupt or be disrupted? Imagine if Borders had acted thoughtfully and promptly to buying and downloading books online when Amazon first started to become popular. What if they had created a clever, useful e-book reader early on? What if Blockbuster had anticipated that video stores could become yesterday’s news and figured out a game changing way to manage video streaming? Now the collaborative economy with success stories like Airbnb, Uber, and Lyft are disrupting traditional businesses starting with hotels and taxis.

What can we do individually to find intrigue in change and imagine how we can re-engineer our careers to take best advantage of the changes? And not be left behind as changes inevitably impact our profession and industries.

After all, creative individuals help drive the change and the innovations that disrupt and to put it more positively, improve, create and enlarge our worlds. Far better to be driving change than see it drive by us.

Find the mentors and network you need to help you learn and grow. And to be part of the change rather than having change pass you by. Don’t wait for a crisis to network, reach out regularly to interesting people you admire or who have expertise you can learn from. Connect people to each other and seek out opportunities to mentor others.

Watch for success stories and what you can learn from them. Businesses, nonprofits, and people who have expertise, skills and success you admire. Read up and reach out to them. What can you take from what you learn and apply it to your organization and career?

How can you update your skills or apply them to other interests you have?

A video store evolves to a cell phone repair store

A video store evolves to a cell phone repair store

Landmark Books to Inspire Your Leadership, Marketing & Planning for the Future

While I am an avid reader of a number of leadership, marketing and social media blogs, many of which are listed in my blog roll on my www.lisadanielpour.com home page, I also squeeze in time to read the latest books that I think will be pivotal to informing my thinking about the future. These are three recent reads that inspired my business planning and marketing strategy that I wanted to share.

Youtility: Why Smart Marketing Is About Help Not Hype by Jay Baer
youtility-bookThis short book is a must read for re-thinking how you market and communicate with your current and potential customers, members, or constituents. The reality is we live in a very crowded marketplace with thousands of brands and organizations swamping our favorite social media sites, email in boxes, and every other route possible to our eyes and ears. Whether you are a company marketing a product or service, a consultant or other professional seeking clients, or a nonprofit trying to engage potential donors and volunteers, how do you stand out from all that noise?

Youtility gives you that path through providing absolutely usefulness and value to whatever kind of consumer you want to attract, reflecting your understanding of their wants and needs and ability to deliver solutions to their problems. As Jay Baer puts it best, “Youtility is marketing that’s wanted by customers. Youtility is massively useful information, provided for free, that creates long-term trust and kinship between your company and your customers.”

I found Baer’s book invaluable in taking the concept of content marketing to the next level to thinking about how can I best help the audiences I am trying to reach so that the content and information I provide is compelling and really meets their needs. This is what sets you apart from the crowd. What will make the difference for your customers, so that you are truly helping them while reinforcing your brand and messages? Throughout the book, Baer provides creative, pragmatic examples of how different kinds of organizations from small to large are using Youtility to engage and help their audiences and what their process and results have been.

“If you sell something, you make a customer today; if you help someone, you make a customer for life.” -Jay Baer

He walks you through a six-step process he recommends for building Youtility into your business after examining three key traditional approaches to building awareness for organizations and how the marketplace is completely changing. I highly recommend this quick read for anyone concerned about marketing or branding your organization or products/services for the future. Jay Baer is a marketing and social media expert and author of the popular Convince & Convert blog which I also recommend reading regularly.

 

Impact EquationThe Impact Equation by Chris Brogan and Julien Smith

If you are planning to launch a new business, product, or service, this book is a great guide to help you map out your vision and pragmatic path to success. Chris Brogan and Julien Smith, successful entrepreneurs and social business leaders, share their experiences and formula for success based on the acronym IMPACT = C x (R + E+ A + T + E). The CREATE acronym stands for the attributes needed to create your impact that the authors walks you through step by step: Contrast, Reach, Exposure, Articulation, Trust, and Echo.

The Impact Equation provides the wisdom and insights Brogan and Smith have gleaned from their successes and working with their many clients. The attributes are grouped into four sections that give you guiding principles – goals, ideas, platform, and human element. The authors weave in many examples of how different entrepreneurs and organizations use these techniques and aspects to literally “create” their success.

While you’re reading the book it might prove useful to set up a simple chart or spreadsheet listing the attributes and jot notes about how you currently are or might plan to handle each aspect for your business, product or service. I read it right before launching my startup Gooseling’s first children’s app Cavity Dragons and found it very useful for checking whether we’d thought sufficiently through our vision and plan for both our business and the app.

Both Chris Brogan and Julien Smith have blogs and email newsletters (you can sign up for their newsletters on their respective web sites) that are great reads as well.

Think Like Zuck: The Five Business Secrets of Facebook’s Improbably Brilliant CEO Mark Zuckerberg by Ekaterina Walter
ThinkLikeZuck-bookThis book justifiably received a great deal of business buzz for delving thoughtfully into what made facebook and in particular Mark Zuckerberg’s leadership style so successful. But this quick read also explores other renowned business success stories in the framework of the five principles author Ekaterina Walter identifies as key to that success – passion, purpose, people, product, and partnerships. I’ve followed and admired Ekaterina Walter for several years, she was a social media leader at Intel until co-founding the branding/marketing firm Branderati.

“Passion + Action = Results” – Ekaterina Walter

Walter offers an intriguing inside look at the launch and evolution of facebook as a business as well as its impact on our lives and how Mark Zuckerberg’s strengths and challenges played a role in each stage of development. While Walter discusses the ingenuity and success stories of a variety of entrepreneurs (e.g. TOMS, CollegeHumor, Threadless, and Dyson), she also explores the vital role intrapreneurs play in organizations and shares examples. David Armano, Executive Vice President of Edelman Digital, defined intrapreneurs as “someone who has an entrepreneurial streak in his or her DNA, but chooses to align his or her talents with a large organization in place of creating his or her own.”

As Walter says, “Organizations small and large need intrapreneurs. In an era of constant change, not one single company can afford complacency. True disruption happens when entrepreneurial spirit is alive and well within an organization. And that spirit is cultivated and spread by intrapreneurs–those on the forefront of change, those passionate enough to activate the principles discussed in this book within their own organization.”

Ekaterina Walter also has a must-read blog and writes regularly for Forbes, Fast Company, Huffington Post, and Entrepreneur.

How Do You Know When It’s Time to Let Go of a Product or Service?

As challenging is it can be to develop great new ideas, it seems even harder to discontinue a product, service, or event. Reflecting on what is really working and not working is crucial to the future of any organization. Nonprofits and associations also need to keep an eye on whether each membership benefit and program is still serving its purpose.

Whether your products, services, and events are profitable is the obvious, critical measure but other factors include:

  • stop red_buttonWhat do your most important audiences want and need? What problems do your key customers or members need help solving? Do all your current products and services still meet these needs?
  • Given changes in technology and how people live and work, are you delivering the right products and services in the right way?
  • Do they fit with your organization’s mission and priorities?

Products developed a long time ago may no longer fit those parameters but it can be very difficult for staff to step back and have an objective perspective, especially those who are closest to developing and maintaining them. It is natural for people to be emotionally invested and to fear change and how it might affect their jobs.

Graph ImagesUsing data that clearly illustrate the trends over time for sales, usage, expenses, and net revenue can help keep the conversation on the facts. Look at the role the product was designed to serve versus what is currently happening, and how the marketplace has evolved and is likely to change in the next year or two.

Honestly assessing what is working vs. what might be best to transition to a different iteration or to discontinue is critical to the future of the organization. It can affect people’s perception of your brand if they think you are stuck in the past with outdated products. Consider how discontinuing or revamping a product that is no longer fruitful can free up time and resources for exciting new ventures.

If you decide to discontinue or change the product, a careful transition plan that involves all affected staff is critical to success. Think through potential pitfalls and reactions and be prepared to be responsive, caring, and follow through effectively so that your provide as smooth a transition as possible. Testing the transition plan either casually or more formally with a small group of customers can help you anticipate issues and questions that might arise and how to best communicate the changes.

How do you periodically review your products, programs, and events to ensure they are still compelling and worthy of continuing?

Does What You Say Match What You Deliver?

cup with array of colored pencilsDo your messaging, mission, stories, and actual customer/member/donor experience align? It takes enormous effort, creativity, and time to deliver your mission, use effective messaging, and make it come alive through compelling stories. But it means nothing if the actual experience your customers, members, or donors have does not match the expectations your story creates.

Listening to your constituents through as many channels as possible including social media and market research offers a critical window to how your organization is really doing.

Get insights and feedback from front line staff who communicate with your customers, members, or donors on a daily basis through phone, email and your social media outlets to make sure you understand people’s perceptions, impressions, feelings, and experiences.

Does the reality people are experiencing match what your marketing is promising? If not, what do you need to do to change that?

What Will Success Look Like in 2012?

When you think about what would ideally fulfill  you personally and professionally, what does it look like? Can you visualize what success would feel like, what you would experience?

What are the key steps it would take to get you there? What things are holding you back? New Year’s is the perfect time to step back and think about what is most important to you, what would give you the most satisfaction, and what the road map would be to get there.

red carpet award runway up steps to trophy prizeVisualizing can be a powerful tool to thoughtfully reflect on what would bring us joy and fulfillment – whether it is personal wealth, starting a new business or changing careers, meeting an organizational vision or target (e.g. increasing revenues or specific segments of donors, members, clients, customers), balancing spending truly quality time with your family, and/or meeting personal fitness goals. Brainstorming and creativity techniques like mind mapping can be useful to articulate your ideas and vision.

Can you think of people who have achieved similar goals or who you admire that you can turn to for advice and encouragement? This can include people you personally know and people you would like to get to know – including thought leaders in your field you can follow on twitter, google plus, facebook, et al to soak up their philosophy and thought processes.

Are there things you are doing now that just use time that you could use to fulfill your dreams and vision? Whether endless meetings that don’t bring you closer to your dreams or enhance your team’s collaborations, or the allure of mindless email or other time wasters, curtailing them can help buy us the time we need to meet our personal and professional goals.

Here is to a very successful – and most importantly – fulfilling and joyful 2012 spent pursuing our dreams and what is truly most important to us. What are you envisioning for 2012?

Embracing and Anticipating Change Critical to Ongoing Success

Today change is the only constant. The world is in perpetual motion just as most of us are. If we are too distracted by the endless day-to-day tasks to keep an eye on the whole picture we can lose sight of critical trends, technologies, and changes that will affect our future.

changing colors of leaves in a group of autumn treesWhat are the trends and issues that most impact your profession, industry, organization, and customers? What are the best sources for not only tracking but anticipating the changes that will affect your organization and ultimately your career? Are you reserving some time for reflection about these issues?

Continuously seek opportunities to learn, read, and talk to customers and key influencers in your field. Watch what both thought leaders and up and coming dynamic newcomers in your profession and industry are saying and doing.

Embrace with enthusiasm that change is an ongoing part of the fabric of our lives. Change is constantly unfolding around us whether we like it or not. So finding excitement and natural optimism in the opportunities that change can bring to our careers and businesses will surely be more satisfying than worrying about negative aspects of having to learn new things or resisting letting go of aspects of your business or products that are no longer successful. None of us want to be a case example of the alternative (aka Borders and Blockbusters).

Over the generations, it is the people who have embraced the new technologies of the Thomas Edisons and Alexander Graham Bells who have truly impacted their worlds. It is the unique thinkers like Warren Buffet who recognize the paradigm breaking technologies to invest in or capitalize on for their world. We like to say that things are changing more than ever today. While the speed of change has increased, dramatic change has affected most every generation. Think how the world felt before and after electricity, the telephone, and indoor plumbing.

What new ideas and strategies can you find in the demographic, technology, and social changes you see happening in your slice of the world that can drive new business? How can you use what you are learning to anticipate your customers, members, or clients’ needs and problems and solve them? What will solve their problems and wow them will undoubtedly be different next year than what it was last year.  Are you staying on top of the curve to anticipate those needs?

What Would Make Membership in Your Organization Recession-Proof?

Membership organizations have faced unprecedented challenges  in the last few years between the impact of the economy, massive changes to so many industry sectors and professions, and constantly evolving technology and ways of doing business. New  entrepreneurial membership web sites may enter your niche that offer online services that meet many of your members’ needs at a lower cost.

There is a sea change in people’s attitudes toward associations and other membership organizations. It is no longer a given for people to belong to a professional or trade association.

The bottom line – it is not about your organization, it is about your member or customer. What is in it for them?

What are the compelling reasons that people should belong – not because they are in this profession or business but because your organization gives them benefits that they cannot live without. Do you know what is important to your members and prospective members? What they need and want? What problems keep them up at night? How can you help solve them?

If your answers to these questions are based on historical answers, it is important to revisit them  through market research, listening to your constituents through social media and what they say when they contact your organization, and having regular conversations with members and prospective members in key segments. Take every opportunity you can to chat with people and listen carefully to what they care about. Ask questions about  how can we help you, how can we make a difference in your life and to your business?

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Are You Focusing on What Is Most Important?

It is easy to be distracted by the endless mundane but seemingly urgent everyday projects and talks, but they do not position your organization or your career for the future.

Does your organizations have three clear goals and messages that are most important for success?

close up photo of forest treesDo you keep an eye on changing trends in the marketplace, your constituents’ needs and wants, and the impact of constantly changing technology? And then regularly update your goals?

 

Having overarching goals for your organization gives staff a shared understanding of your future and your priorities. It is also vital to know the strategies, milestones, and measures that illustrate what success looks like.

It is common over the years for  organizations to have a wide variety of products, programs, projects, and procedures that evolve to meet different staff’s interests and expertise. But do they serve the mission and guiding strategies for the organization? Or do they eat up time that could be better utilized to ensure the future you envision?

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Resilience: The Most Important Ingredient for Success

What is the most critical factor that individuals and organizations need to succeed in any personal or professional challenge? Reflecting on my conversations with hundreds of people from California to Cleveland to Washington, DC and New York who have shared how the economy has impacted their businesses and personal lives, I believe the answer is resilience.

Seedling growing

A strong, resilient spirit sparks the optimism, ingenuity, and foresight to explore new opportunities, adapt to a constantly changing marketplace, and see opportunity in the possibilities ahead.

 

Adversity happens. There are situations you cannot control, it’s how you react to them that counts. It’s how you try to foresee what might happen in the future and proactively plan that will see you through.

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