Play Nicely

I read the incredible story in Fortune this month about how a CEO of a global company that allegedly played favourites, second guessed decisions, micro managed, humiliated colleagues and was a workaholic that eventually brought the organisation to its needs.

I highly recommend the article as a lesson on how important team working skills are in every leader.

http://features.blogs.fortune.cnn.com/2011/07/28/pfizer-jeff-kindler-shakeup/


The kind of behaviours described in the article are what we would expect a new line manager or a junior operational team leader under immense pressure to exhibit; not in a team led by someone that has been in the executive team of successive public companies

All of my working experience has helped me to understand the importance of personal relationships in getting things done. In fact, I attribute most of my success in delivering projects and campaigns within large organisations to building consensus across different teams with often conflicting objectives. I call this approach “play nicely.”

Playing nicely means show respect and be transparent in your decision making as none of us get it right and deliver 100% all the time. There is no "perfect". If we judge ourselves against this benchmark we will never be happy. Equally, if we judge everyone else in this way, they will only ever disappoint us.

The kind of products that are offered by learning development teams that help people to become practitioners of all the competencies that help people to "play nicely” have been thin on the ground in most companies in these lean times. I’m sure there is lots of evidence based academic studies to support the case either way, but having read the Fortune story, and from own experience, this is one cost that should never be compromised on.

A tale of marketing without thinking.

Marketing activity without strategy is like intrusive surgery without a diagnosis. Strategy without insight is like a diagnosis without asking the patient what the symptoms are.

Picture the situation; your strategy team has identified a discrete European market that consumes your product in a way almost identical to your principal domestic market at a similar price point. Your sales division is investing in feet on the ground in the form of a sales person with dedicated pre and post sales support.

The total addressable market is 1,500 business clients. Prospects that match your target profile in terms of size and ability to influence is about a sixth of this. The customers that are most susceptible to the product to the product you have already had success with in this market is a fifth again. Therefore you have a target prospect list of around 50 clients to sell to over the next 12 to 18 months.

It goes without saying you won’t ignore sales opportunities outside this target list, but they will have to be qualified as winnable in order to justify spending scarce sales resource on them. The point of the target list is focus those limited resources firstly where you are most likely to win and secondly where you can and grow your business profitably over a defined time period.

Metrics and sales targets can be aligned to ensure every part of the business focuses on closing as much business as possible with this target market. The strategy team could even be more precise about those targets by researching average order value compared to the organisations average order value. Even a half decent B2B marketing team can turn a market entry strategy such as this into an effective campaign almost regardless of budget.

All sound, all rationale. So why the blog? Well a friend in a technology services business presented with just this scenario has been instructed by his Marketing Director to plan a €100k campaign featuring above the line for print and radio. Why? The local new sales guy says the brand is unknown and a massive brand awareness campaign is essential before he can do his work.

This approach is so counter to an intelligent led campaign I have been bursting to write about it. In fact I could write a book on why this is wrong, but to hone in on just one issue, it’s leadership.

Sales success comes from identifying your target market, developing a proposition that is better than your competitors and going after it. In order to do this harness every skill in your business sales, marketing, product, strategy etc., you must start with leadership. Leaders that can combine an ability to listen to those on the ground and knowledge of what good looks like.

Don’t ask a marker to sell, and don’t ask a sales person to see the whole picture, get all the skills in the business to collaborate, and certainly don’t ask him to plan a campaign.

Retailers: We’re worried about our jobs, give us a warm feeling please

A few weeks ago, the current Mrs Ryan finally wore me down on yet another of agenda priorities. We started planning and procuring a replacement for the dark and dingy chip board panels that represent our kitchen.

As excited as I am about the prospect of having a nice new kitchen, like over half of full time employees in the UK, and an even higher percentage in financial services I would wager, I have concerns about my medium term job prospects. I have held back on all large purchases quite simply due to fear of redundancy.

So parting with my rainy day funds meant I needed a supplier that could assure me I was getting the best deal, could show me a durable product and above all would give me a warm feeling from their service.

So as soon as the credits began to roll on Saturday’s Glee rerun I reached for the phone to call the safest pair of hands of all, John Lewis Partnership. Sadly, there kitchen team were too busy to take my call, so the switchboard operator took my details and promised me a call that day. I am still waiting.

Next to Homebase, a large DIY retailer with a reputation for discounting. But they were too busy to even answer the phone, not once, but twice.

So to the market leader DIY retailer, B and Q, who according to the newspaper had a sale on. The guy answering the phone affirmed he could help us with our enquiry and there was no need for me to speak to a kitchen specialist. I thought we had hit gold. However, he wouldn’t arrange a site visit for measurements to be taken and a plan to be drawn up.

“Why would we do that when you haven’t been into the store to choose a style?” he quizzed.

“Why would I drive to your store to choose a style when you don’t even have my measurements?” I retorted.

“Well go online then.” He suggested. So I moved on.

And to Wickes. The builder’s pal and the first port of call for my seriously DIY capable family and friends. And what a surprise; the young lady that took the call new exactly what to do and what to ask. Within minutes she had booked and confirmed an appointment for a trained consultant to visit to measure up after the school run on Monday and a provisional visit the store to discuss the design.

John from our local store came to visit and over the past few weeks walked us through the precarious road f domestic compromise to select our new kitchen. But above all, he did what his competitors failed to do; give me a warm feeling.

My wife is the typical Facebook user

Social media is about community, and not the platform. A social media platform or app accelerates a community coming together with a self interest based on mutual benefit.

Yet from my experience, everyone perceives this evolution towards forming online communities differently according to who they perceive to be the typical user of Facebook.

The current social media generation gap among my colleagues generally looks something like this:

• Those that conjure a picture of their teenage children tend to see Facebook as no more relevant to their daily lives as a Playstation.

• Those with older children (post or at university) while not appreciating that social media is becoming ubiquitous, at least see some value in sharing content such as updates and photos.

• Those with children under high school age are most likely to be already users of social media in their own personal, albeit passively.

• Those without children are probably the only people to actually have time to use it and cross multiple channels, probably including gaming and dating.

My typical Facebook user is my wife. Not just because women make up more active users than men, but because she is the best example of using social media to speak with and listen to her community that avidly checks in wherever we go.

The best example of this is using one of her iPhone nappy apps. (Nappies are diapers for my North American chums). When we recently had dinner with another family at the Pizza Express in Rochester, (again for my friends on the west side of the Atlantic, that’s Kent, not up state New York) I was so impressed with the baby changing facilities that she mandated me to post an entry for every other parent visiting the Medway towns and stranded for somewhere to change their baby.

This is community at its best. Sharing something that is good, not simply for our own benefit, but for the community to prosper. We all belong to different communities and therefore find different uses for the medium.

My communities include people I train with, friends I drink with, friends that live too far away to drink with, people I meet to talk about local politics, the people I speak to when I walk the dog (and a further subset that don’t just look at me strange and speak to me back).

It may seem to my colleagues that all this Facebook stuff is just for teenagers to gossip and parents to share photos, however, over the next ten years these tools will become central to how we live and do business, just as email and mobile telephones have.

Whether they are on Facebook or a iPhone apps, the typical social media user by 2020 will be however we percieve ourselves.