WAVES OF CHANGE: GLOBAL TRENDS THAT WILL DISRUPT YOUR EXISTENCE
Waves of change are rolling towards us and you’d better be prepared.
-But how do you spot the waves, or identify what’s going on in the market?
-How do you sense the direction of the currents, or establish what it means for your business?
-And how do you best position yourself so you’re not washed away, or choose a market position and ride the wave?
Will you surf to success or drown in a riptide on an unpatrolled beach, while swimming outside the flags?
Unfortunately for business leaders today, change doesn’t care whether you like it or not. It happens ceaselessly without your permission.
The waves of change threatening every business are:
–Digital Disruption – managing the tension between the analogue and digital touch points
–Media Madness – realising that every company must think like a media company
–Data Driven Dominance – working out how to turn data into competitive knowledge
The ignorant and apathetic are swamped and go belly-up, but those that know how to recognise opportunity, innovate and welcome change will soar. Plus they’ll enjoy every moment of the journey.
-How aware are your leaders around which customer touch points should be digitised and which must be left alone?
-Do your teams know how to use traditional and non-traditional media to actively engage with hyper critical customers, talent and prospects?
-Does your organisation mine the data you are currently collecting about your customers and turning it into a strategic asset?
-Does your organisation’s offering actually matter in today’s market and, more importantly, will it truly matter tomorrow?
What’s In It For Me – what will you learn?
-Which new markets you should target, and how to identify and engage them
-How to utilise specific forms of new media in order to communicate powerfully and engage audiences
-How to step back and deconstruct your own business model to identify new, non-traditional partnerships
-How to sort through the data storm to turn customer insight into intelligent and strategic business assets
-How to build innovation strategy that disrupts your competitors
DIGILOGUE: THAT PERFECT PLACE WHERE THE DIGITAL MEETS THE ANALOGUE
As some organisations careen recklessly into the digital future and others are left behind by remaining steeped in the ways of old, thought leaders are coming to realise there is an important middle ground. Most often that’s where your customers and clients want you to be, the place where digital and analogue converge – the ‘digilogue’. In the digilogue it is understood that digital satisfies a customer’s mind while analogue soothes the heart.
Knowing where this place is demands:
-an understanding of the parts of your business that simply cannot be allowed to go digital
-an intimate knowledge of the customer experience, of the touch points that thrill them, that speak to their hearts and not their heads
-an understanding of how your organisation tells its story to its public
-a recognition of the artisanal skill, or customer service, that keeps customers coming back
Consider Apple, then imagine the brand without its experiential retail outlets. Its entire business could be carried out online, and much of it is. But the Apple stores create a vital relationship tool that allows brand supporters to touch, feel and live the brand.
Or consider the feeling of ringing a customer service line only to be sent through a number of computer-operated, voice recognition menus, compared to the feeling of being immediately answered by a competent human being.
Dive into digital 100 per cent and you’ll struggle. Stay off the digital wave and you’ll disappoint your customers. We expect you to make great coffee at your café, but we also expect an app to tell us how to get there. Every business must know where its middle ground lies, where the old-school artisan meets the efficiency and power of the future. This customised presentation will help your people find where that place is.
-What do your customers and clients love about your business? What really touches their hearts and makes them come back again and again?
-What comes between your business and its customers, from physical boundaries to processes they must go through before they utilise your services? How can these be simplified digitally?
-What is the story of your business and how do you tell it? How did your business begin? Who are the characters in its past? What does it do well and how did it earn its stripes?
-How often does your business slow down and re-connect with itself, just as a person does when they’re on holiday?
What’s In It For Me – what will you learn?
Here’s what you’ll take back to the office:
-How to identify the parts of your business that must remain untouched by digital, and the parts that should be digitised
-How to think globally (digital) and act locally (analogue)
-How to provide unparalleled analogue experiences, the types that kick-start word-of-mouth and social media marketing
-How you can best develop your brand by telling your company’s story in a way that connects with our digital minds and analogue hearts, and why this is increasingly vital