Maximising Business Potential Through Culture

Leveraging the Competitive Advantage

Margaret Manson | Chief Inspirator | InnoFuture

New ‘Silicon Valley’ - Gangnam Style

Passion For Making a Difference

Business has Two Functions: Marketing and Innovation

The Challenge.

Think differently about Marketing and Innovation.

Complexity is the Silent Killer of Business.

Non-Negotiable Principles

Southwest Airlines:“THE low-fare airline”

“Will adding a chicken Caesar salad help us be “THE low-fare airline” in those markets?”

Designed to Achieve Bigger Goals:

Continental Airlines:“On-Time Arrivals”

Designed to Achieve Bigger Goals:

Alcoa:“No worker accidents”

Who Moved My Cheese? Minding the Competitive Advantage

Nokia

Who Moved My Cheese? Minding the Competitive Advantage

Sony

Who Moved My Cheese? Minding the Competitive Advantage

Blackberry

Who Moved My Cheese? Minding the Competitive Advantage

HP

What You Can’t See, Can Kill You!

Culture Pays

Culture Pays

Culture Pays

The holy union of Product and

Customer Experience Design

‘Insane.’

Culture Pays

"If we get the culture right, then everything else, including the customer service, will fall into place"

Tony Hsieh, CEO, Zappos

Culture Pays

Culture Pays

Culture: a Business Process Competitive Advantage

“If you put good people in bad systems, you will get bad results.” Stephen Covey

5. Rituals

Culture: a Business ProcessSix Steps

1. Insight 2. Roadmap 3. Leader 6. Toolbox4. Navigators

Leader-top-down-driven Process

Self-correcting Culture-bottom-up-driven Process

1. Provide Direction2. Lead by Example

Culture - a Business Process:Two Strategic Moves

Providing Direction

• Vision“We are what and where we are because we have first imagined it.” Donald Curtis

• Mission The Mission is not a slogan.

McDonalds: Mission

• "To provide the fast food customer food prepared in the same high-quality manner world-wide that is tasty, reasonably-priced & delivered consistently in a low-key décor and friendly atmosphere.“

McDonalds: Mission

1. Key Market - the fast food customer world-wide

2. Contribution - tasty and reasonably-priced food prepared in a high-quality manner

3. Differentiation - delivered consistently (world-wide) in a low-key décor and friendly atmosphere.

Leading by ExampleEvangelising the Customer And Employee Experience

TakeawayDig up your company’s Mission statement and examine it. Does it provide clear answers to these 3 questions?

1. Who is our customer2. What is our contribution: what is the core

service we provide3. What is your differentiation: What is the ONE

thing you need to focus on to ensure you are on the right track and IMPROVING?

One more thing…

This process conditions people

for change.

Change before you have to!