Jeff Hayzlett - iStrategy Chicago 2012
39
for the Bravest and Most Succes
Transcript of Jeff Hayzlett - iStrategy Chicago 2012
Only for the Bravest and Most Successful
WARNING:
To the naysayers, opportunists, and obstructionists who stand in the way
of driving change and progress in any organization
Note: WE WILL BEAT YOU
1824 or 2012
Somewhere in the West or in a Company Near You.
Adapt, Change or Die
Driving Change
Change for Change Sake is bad
“There is nothing wrong with change, if it is in the right
direction.” – Winston Churchill
Business Leadership
Agents of Change
Leaders
Clock Changers
Be a Clock Changer
Be a leader
Noticeable Assets
• Problem Solvers, not problem seekers
• Change agents for the process
• Cheerleaders who reinforce goals
• Seam operators
Why People & Companies Fail to Drive Change Needed to Win
The BIG Five
Reasons We Fail
1. Fear
Be a beginner
Reasons We Fail
2. Tension Healthy debate is good.
Reasons We Fail
3. Radical Transparency
Elephants are fun to kill
Reasons We Fail
4. Risk
No one is going to die
Reasons We Fail
5. Promises
Mutual Conditions of Satisfaction
How its Suppose to Work
Make my Order
Give Up Some Cash
Delivered Fresh
I’m Not Lovin’ it!
Clowns Lie
What is a Promise?
Mutual Conditions of
Satisfaction
Basic Components
• The Customer
• The Performer
• The Action Cycle & 4 Phases
Pretty simple in theory
25
The John Madden View
The Action Cycle
PromisePromise
The Customer The Performer
Phase I Phase II
Phase III Phase IV
26
The first step. . . Phase I
The Action Cycle
In the beginning…
PromisePromise
The Customer The Performer
OFFER
27
The Second Step. . .Phase II
The Action Cycle
PromisePromise
The Customer The Performer
AGREEMENT
28
One More. . .Phase III
The Action Cycle
PromisePromise
The Customer The Performer
PERFORMANCE
29
Bringing it home. . .Phase IV
The Action Cycle
PromisePromise
The Customer The Performer
DELIVERY & ACCEPTANCE
Ask Yourself
Why are you in this game?
Who are you? Your 118
A Passion for Pheasants
What shall you look like?
Brand
Horses. . . cows
and promises delivered
Do it Right
Stand for something
Online or offline
Principles only mean something
when they are inconvenient
Cause Tension
• Don’t settle
• Create competition
• Stir it up
• Why?
Rules to Remember
• Mood
• Rule of thirds
• Change the questions
• Make it better in the new place
Try some new things
After all, . . .
Walk the Talk• Objective: Drive Sales
(repeat best seller) with great content and marketing
• Engage fans/content• Drive Earned Media &
Buzz• Represents the brand
• New, different, cutting edge- content and methods
The others
Ugly, not so smart
Me
Smart and branded
In good company.
