Future scenarios

I remember reading an article in the Financial Times a few years ago, that challenged companies to search for a new style of marketer. You might be forgiven for thinking that they were speaking about the current need for marketers to be both creative and tech-savvy. But they weren’t. They were referring to the growing demand for marketers who could take successful local brands to global fortune.

After all, thanks to the internet, we live in a global market and the recent pandemic has highlighted this more than ever before, with online shopping booming. The marketer who understands when local specificities make sense and when they don’t, is the one who will succeed in today’s global economy.

The marketer who understands when local specificities make sense and when they don’t, is the one who will succeed in today's global economy. #GlobalMarketing #Brand #Marketing Click To Tweet

In this networked world, more and more successful local brands are attempting global roll-outs. What does it take to repeat the success you’ve had at market level when you launch globally? Here are my five rules to fortune:

1. Understand the Market and How It’s Changing

This is the basis of any new product launch and applies just as well to global rollouts as it does to local brand developments. Today’s consumers are demanding, so find out as much as possible about them. Understand their rational needs but also their emotional desires, even if they don’t openly articulate them.

For global rollouts, additional information concerning the comparison of similarities and differences between the customers in the local and future markets must also be considered. This is where trend following is of particular use, even if you haven’t (yet?) developed plausible future scenarios, as I recommend here.

Let’s look at some of the latest trends which are growing across regions today.

I want it now! Consumers and shoppers want information – and their purchases too! – where and when they need it. This has been the case for years. But now they expect to get near-instantaneous answers to all their questions, sometimes using visual search to identify and buy whatever they see, wherever they see it. Ikea’s Place App offers shoppers the possibility to snap an article they like and then see it in their home environment. Ikea also offers a visual search function for shoppers to identify an item seen in a magazine or real life, and then find similar ones. Dulux’s Paint Colour Visualizer offers shoppers a similar service; you can try out paint colours virtually in your home to see how it will look with your furnishings before you purchase it.
Personalised Experiences. Despite the desire for data privacy control, consumers are ready to provide their information in exchange for a better, highly personalised experience. ZozoSuit is one example in Japan which enables consumers to order clothing online that will fit them perfectly.
Join the Club! Another use of personalised data is in providing privileged services – at a price. This idea is used for the regular delivery of razor blades and tampons, as well as for personalised exercise routines and menus. Consumers are happy to join a “club” to pass on mundane tasks to a (virtual) assistant to make their lives simpler. Some successful examples of these include Dollar Shave Club, and Freda. Amazon was arguably one of the first to trial this concept with its Amazon Dash buttons. But they stopped offering these in early 2019, replaced by much more user-friendly smart home devices, although they will continue to honour orders placed in this way, at least for now. Read “Amazon stops selling Dash buttons, goofy forerunners of the connected home” for further details.

It is essential to understand why your local consumers purchased your product or service and then compare these sensitivities to those in your new target market. For example, if individualization and personalisation are important in your local market, are they important in your new market? If they aren’t, then you may risk a hard task to gain acceptance and interest in your new offer.

If you’re new to trend following on a global basis, then a great place to start is with the annual Euromonitor International’s Consumer Trends Report. Their early 2020 report highlights trends revolving around two key themes – convenience and personal control. As they mention “Consumers must strike a balance between the two, and that’s not always easy.” Find out more here.

For global rollouts information concerning the comparison of similarities and differences between the customers in the local and future markets must be considered. This is where trend following can be useful. #GlobalMarketing #Trends Click To Tweet

2. Understand the Customers’ Perception

What does the brand stand for in the eyes and minds of your customers? Will the consumers in the new target market perceive the same benefits in the same way as your current customers?

If not, is this really a potential market, or are you just rolling-out there due to geographic proximity? I am still amazed how many organisations base their roll-out strategy on geography rather than the customer! Big and usually very costly error! Even large multinationals get it wrong as the following examples show:

P&G’s Pampers was launched in Japan with the image of a stork which confused consumers. Whereas a stork is fabled to bring babies to parents in the west, this is not the case in Japan.
Mitsubishi (Pajero), Mazda (LaPuta) and Chevrolet (Nova) all had issues when rolling out their cars into Spanish speaking countries. Had they bothered to check the meaning of the model names in the local language, they would have avoided the negative connotations and the need to change the names of their vehicles after launch.
Ford (Pinto) had a similar issue with Portuguese in Brazil. The launch of the model was met with hilarity and mocking. Pinto is often used as slang for a man with tiny genitalia. Ford quickly changed the name from Pinto to “Corcel”, which translates to “stallion” clearly an attempt to (over?) compensate!

As already mentioned we are living in a global community today, so even if you don’t plan (for now) to launch in other markets, your image can still be impacted across the globe by a badly-chosen name.

The second issue concerning customer perceptions is the importance of particular traits in certain markets. For example, the actual price may be more important than quality in some markets. It may therefore make sense to offer a product in smaller sizes, such as individual sachets for shampoos or low count contents for dry products like stock cubes or confectionery. In some markets, value can be perceived as a consequence of packaging or after-sales service, in others not at all. It is therefore vital to understand the components of value in your current as well as the future markets.

The third area you will want to pay attention to is the image of both the brand and your corporation. Table stakes of categories can vary by country and what is important in one market can have no influence on purchase in another. In addition, the corporate image is at least partly based upon your company’s current category presence. If you have a reputation for cheap products, then you may struggle in launching a premium product. Understanding a brand’s image from both perspectives is important to successfully rolling it out in other markets.

So you see just how much information you need to gather about your brand’s image and even your organisation’s before thinking about launching in new markets. Not doing your homework could cost the business a lot in terms of both a damaged image, as the above examples show, or worse still a costly failed launch.

Table stakes of categories can vary by country and what is important in one market can have no influence on purchase in another. #Brand #Marketing #LocalBrand #GlobalBrand Click To Tweet

3. Position Based on Insight and Human Truths

Every brand should have a positioning based upon an insight. And that insight should include a human truth. I write a lot of articles on insight development; just search on the blog homepage for a review of them all if you’re interested in learning more. One of the most complete posts is “How the Best Marketers are Getting More Actionable Insights” and I would highly recommend reading it if you’re not totally at ease with what an insight is and how to develop one. Now back to human truths.

One of the similarities that brings all consumers together is their basic human needs. Think parenting and wanting the best for your children, used by many, many brands, including Nestlé’s Nido and Unilever’s Omo / Persil.

Or what about women and their frustration with not being considered as beautiful as the retouched models they see in their magazines, which is very successfully used by Unilever’s Dove?

And how about men and their need to charm women, to affirm their appeal and attractiveness, that is used by Lynx / Axe from – you’ve guessed it – Unilever, again. (They really do know their consumers better than any other brand builder today and develop actionable insights for all their brands!)

Insights and human truths are used the world over in marketing and form the basis of many very successful roll-out communication strategies. Before you dream of taking your local brand’s success to global stardom, think about what human truth you are using to build it. If you can’t identify it, there is a far lesser chance of your repeating its local success in other markets.

Every brand should have a positioning based upon an insight. And that insight should include a human truth. #Brand #Marketing #Insight #HumanTruth Click To Tweet

4. Can You Use Your Local Heritage?

Many countries and regions have strong, stereotyped images that can play to inherent qualities associated with certain product categories coming from them. Examples of these include French perfume, Swiss watches, Russian Vodka, Italian fashion, German or American cars and Japanese technology.

If your brand has a strong positive association with local tradition or nationality, then make use of it. Even if consumers in the new market may be less aware, authenticity and tradition will still be strong sensitivities on which you can build your brand in new markets. (Just make sure you check trend levels of them before choosing the new countries into which you want to launch!)

Ikea is one brand that has grown thanks to its Swedish heritage of clean, modern and uncluttered lifestyle that appeals to many around the world. It offers cheaper, flat-packed furniture and home accessories particularly popular for starter homes. They built their business on the global need of people for a secure and welcoming home.

By making their products in kit form, they could keep prices low and transport and storage were far less challenging than for traditional furniture. This also had the additional benefit of involving the customer in the construction of the furniture which made the article more appreciated than shop-bought articles, even if they were of higher quality.

Although Ikea is the best known Scandinavian furniture store, and a popular franchise that operates in over 25 countries, it’s not the only one. Jysk from Denmark was opened over 30 years after Ikea and today operates in across 27 countries. It has not been as successful and I believe there are several obvious reasons for this, starting with its name which many still struggle to pronounce.

Then there are the products which are bought not made by Jysk as Ikea does, so the quality tends to be lower and far more variable. Denmark’s image is not as strong as Sweden’s either, although it is riding on the Scandinavian wave started by Ikea. And lastly, there is the Ikea Family. Jysk hasn’t tried to build a relationship with its customers, so there are no memberships or clubs, no cafes or restaurants to keep customers coming back. It is just a store like any other, whereas Ikea is an experience – even if we do all hate the forced in-store path!

In order to successfully roll out products and services across regions, it is important to know what local image you are portraying and whether it will have the same appeal in new markets or whether it will need to be adapted.

5. Understand the Category

Many companies get their rollout strategy wrong because they look at geographical or linguistic proximity, rather than the closeness of the customers’ social sensitivities in them. Just because countries are geographically close, doesn’t mean their populations are similar when it comes to category image and usage.

One clear example of this is Kellogg’s Cornflakes launch into India. It failed because they ignored the Indian habit of having a boiled & sweetened milk rather than using cold milk for their cereals. Therefore the flakes went soggy and the consumers didn’t appreciate what had promised to be a crunchy breakfast cereal.

When planning product roll-outs, we also need to consider how alike the customers are in terms of behaviour, as well as the category trends, compared to the home market. This will help avoid disasters such as Kellogg’s Cornflakes in India. This could have so easily been avoided if marketers had taken the time to observe the Indian breakfast tradition. But they didn’t. They were a large brand and thought that consumer observation wasn’t needed; they paid heavily for this mistake.

In contrast, the Austrian brand Red Bull got its global campaign right – by not really having one, other than aiming, at first, for extreme sports and today moving more into elite sports! It adapts its advertising and promotions to fit each local market while still having the foundation of sports, adventure and risk-taking clearly integrated. In the beginning, most of their activities were focused around extreme sports, sponsoring flying, cliff diving, skiing and skateboarding.

Since those early days, Red Bull has expanded its activities well beyond sponsorship alone, starting its own events such as Soap Box Races and the record-breaking Red Bull Stratos programme, in which they funded the exploits of Austrian skydiver Felix Baumgartner. It also has teams active in both Formula 1 racing and champion football with two teams in the first and three clubs in the latter.

One Final Consideration

I’d like to end with a final comment on global roll-outs. C3Centricity’s partner PhaseOne, wrote a guest post for us on the risks of implementing a global creative strategy. As communication experts, PhaseOne knows what it takes to succeed in engaging customers across the globe. The article makes a great complement to this post and you can read it here: “Why Implementing Global Creative is Risky”

Many companies have effectively rolled-out local brand successes to other countries in the region, if not the world. But many more have failed. What would you add to the list to increase the odds in favour of a regional or global roll-out? I would love to read your own thoughts in the comments below.

If you would like to know more about improving your branding and communications, then please check out our website: https://www.c3centricity.com.

C3Centricity uses images from Denyse’s book “Winning Customer Centricity.”

This post has been adapted and updated from ones which were first publicised on C3Centricity Dimensions in 2012 and 2013.

How Marketers Can Benefit From More Than Technology: Modern Marketing

Posted on April 18, 2019April 5, 2020 by Denyse Drummond-Dunn

Just like most entrepreneurs and business people, I go to my fair share of conferences. I believe that marketers can benefit from being regularly challenged by new thinking and ideas.

One that stays in my memory for many reasons, was an event I attended in San Jose, California. Some say California is the centre of internet marketing; the San Francisco area for technology and San Diego for marketing. I tend to agree after having recently attended events in both cities.

The conference that changed many of my views on modern marketing was one about how business people, not just marketers, can break through our self-limiting behaviours. It is this idea which prompted today’s post. How we marketers can relinquish our well-established thoughts and actions to make our businesses grow more profitably. If this is of interest to you too, then read on.

HEART-CENTERED VERSUS CUSTOMER-CENTRIC

The conference I attended in San Jose was a great opportunity for me to meet many other people from around the world. People who want to make their businesses more heart-centered. You know that I am a champion of customer centricity. I love to support companies that want to put their customers at the heart of their businesses.

So you might be wondering what the difference is between a customer-centric and a heart-centered business. After the conference, I would say that in my opinion, not much. I believe it is difficult to think customer first without it also involving the heart; at least, it should.

As we try to put our customers at the centre of our organisations, it is through a concern to satisfy and delight them. A heart-centred business would probably go even further to ensure that what they do also benefits non-customers, or, at least, doesn’t harm them.

Creating shared value has become a strong commitment of many of the leading global players in the consumer goods market. Reliance Jio, Merck and Bank of America lead the way according to the Fortune “Change the World” List.

If the topic inspires you then you might also be interested in reading an article on “Innovation and Creating Shared Value”, which I was invited to contribute to one of the first issues of the Journal of Creating Value. I will also be speaking at the 2nd Global Conference on Creating Value in New York later this year. So let me know if you too will be attending and we can meet up.

CUSTOMER FIRST EXAMPLES

But back to defining the types of business. Which is yours? Heart-centered or “just” customer-centric? Or are you not even there yet?

Which type of business is yours? Heart-centered or “just” customer-centric? Or are you not even there yet? #CRM #CEX #CustomerCentric #CustomerFirst Click To Tweet

Do you think customer first but forget about those who are not yet your customers? That’s a dangerous thing to do as you may be limiting your brand’s potential. Here are a few current habits that some companies have, which show how customer centric they are – or not:

Asking credit card details for a “free” offer. This information would only be of use to charge the client. It is a “trick” often employed by companies that are not customer centric. Those that are would only ask for such information once the customer is committed to purchasing the offer.
Requiring full details on a contact form when the customer just wants to ask a question or download something. This information rarely provides value to the customer and is a real turn-off for many. Customer-centric businesses avoid asking more information than they need for immediate action. For them, building a strong relationship with their customer is more important; the additional details can be gathered as the relationship develops.
Offering helpful suggestions of other products or services that may be of interest when a customer buys something. Yes, this does benefit the company too if the customer buys additional offers, but a win-win service offer can be customer-centric too. These recommendations use a technique called affinity analysis (sometimes called basket analysis) and although Amazon wasn’t the first to use it, they are by far the most well-known marketers to do so.
Providing positive experiences the customer hasn’t paid for and doesn’t expect. This can be upgraded products or shipping, samples or complementary products or services included with their purchase. This benefits the customer by adding an element of positive emotional connection to the business. It also benefits the business as it can lead to a better company image, increased sales and greater loyalty.

During my US trip, I caught up with a few of C3Centricity’s major partners in California. One of them, SciFutures, in Burbank, gave me my own experience of the future in a hands-on way, which was awesome!

During my last visit a few years earlier, they let my try out the Oculus Rift VR glasses. While it was interesting, the stilted imagery did not enable me to fully embrace the new world I was watching. It was of a roller coaster they had warned would make me sick – which of course it didn’t! Not only did I not fully engage with the scenes shown, I was underwhelmed by the potential of using the experience for marketers.

Fast forward to just a few years later and I was blown away by the HTC Vive and Amazon Echo / Alexa experiences they gave me. (I am speaking about several years ago now) The HTC glasses enabled me to integrate into a world of endless possibilities. They invited me to become an artist. And although I am not very creative, this tool enabled me to create incredible 3D images which I could view from every angle.

The Amazon Echo / Alexa unit, which is the first step towards a smarter home that I would certainly like to make, sat quietly on the shelf until an order was issued. “She” was an always-on assistant that I couldn’t wait to own. (I still don’t have one and yet me less “techie” brother does!)

She could estimate the drive time to my next appointment – which is vital when battling the impossibly heavy traffic in Los Angeles – or play a specific song or add an item to my shopping list. This promised a vocal, hands-off experience I wanted.

But my visit wasn’t just to try out the latest gadgets, although I admit they were fun experiences. We also discussed SciFutures’ work with major multinationals. They were developing and more importantly, showing, the possible future developments of the home, the financial sector and multiple other industries. Their unique demonstration of the future remain ahead of all the other trend-following, scenario planning agencies, even today!

I am always living in / dreaming about the future, so you can imagine how exciting my discussions with them were. (If you are in need of some new perspectives on your own industry, in order to be better prepared in this fast-changing world, then let me know. We can start creating an inspiring and exciting future scenario for your business)

SELF-LIMITING THOUGHTS AND BEHAVIOURS

At the beginning of this article, I said that I had been inspired by an event to review the self-limiting thoughts and behaviours that slow our progress and that of our businesses. I therefore, want to end with a list of them, which I developed during the conference and in the days following it. I would love it if you would add your own ideas in the comments below.

Beliefs are created out of our own, personal experiences and we rarely realise that some of them are not truths. Tony Robbins said that “Beliefs have the power to create and the power to destroy. Human beings have the awesome ability to take any experience of their lives and create a meaning that disempowers them or one that can literally save their lives.” While reviewing the following list, I suggest we dwell on our own thoughts and behaviours and make 2019 the year we make changes that will empower us. Both we and our businesses will flourish if we do.

Beliefs have the power to create and the power to destroy. Human beings have the awesome ability to take any experience of their lives and create a meaning that disempowers them or one that can literally save their lives. Tony Robbins… Click To Tweet

The word “can’t” is far too often used these days, when in fact we most likely mean “won’t make the time” or “aren’t interested“. We should be more honest with both ourselves and our co-workers. Explaining our reasons for our behaviour or lack of enthusiasm is valuable information for future exchanges and learning. “Honesty is the best policy,” said Benjamin Franklin more than three hundred years ago and yet we have still not learned the lesson!

Honesty is the best policy. #Quote by Benjamin Franklin that applies as much to our personal as our professional lives. #Honesty #Business #CustomerCentricity Click To Tweet

The word “should” often precedes the use of the word “can’t”. For example “I should do that but I can’t find the energy”. Again we need to be honest in admitting the real reasons behind both why we “should” do something and why we won’t. This will also lead to a better self-awareness and understanding.
We love to give rather than to receive. We love to provide support and help others, but hate asking for it ourselves. This is a crazy situation that most of us find ourselves in more often than we would like to admit. We like others to be indebted to us, as it gives us a (false) feeling of power. Keep this in mind and endeavour to make your life one of balance; to give and receive.
Shakespeare said it best in his play “As you like it”, Act II, Scene VII: “All the world’s a stage, And all the men and women merely players” What are you playing at? Relationships are built on trust and authenticity, both in the personal and professional circles. Are you or your brand pretending to be someone (thing) you are not, or to know something you don’t? If so, the stress of being “found out” will take its toll eventually, one way or the other. Being our authentic selves is the only way to exp and, grow and flourish. The same is true for brands.

Relationships are built on trust and authenticity, both in the personal and professional circles. Are you or your brand pretending to be something you're not? #Brand #Relationships #CEX #CRM #Marketing Click To Tweet

“Procrastination is the thief of time” is a mid-18th century proverb which means that if you delay doing something, it will almost certainly take longer to complete later on. The best solutions to procrastination include making lists, breaking down large or unattractive tasks into smaller, more achievable steps, and making the work time-limited. Making progress, however small, is better than none at all.

Making progress, however small, is better than none at all. #Progress #Action Click To Tweet

Often one of the reasons for procrastination is perfectionism. We set such impossibly high standards that we know we’ll not meet, even before trying – so we don’t try. Life is for learning and as I said previously, any progress is better than no progress. Imperfection is human; embrace your humanness and learn from your failures. Edison is quoted as saying “I have not failed, I have just found 10,000 ways that don’t work”. So ask yourself: “Are you learning to fail or failing to learn?” Hopefully, it’s the former!

Are you learning to fail or failing to learn? #Quote @DenyseDrummond-Dunn #failure #Winning Click To Tweet

These are just a few of the many self-limiting thoughts and behaviours that many of us, including myself, have. They make our lives more difficult than they need to be. I was motivated by the conference I attended. I hope that my sharing these ideas has inspired you too to change. But without the need for the travel and resource investments I myself made!

My final comment on self-limiting thoughts and behaviours is a quote from that conference; “Fear is the only thing that gets smaller as we run towards it.” Marketers, are you ready to run towards your own fears and succeed in this awesomely changing world of possibilities?

Fear is the only thing that gets smaller as we run towards it. #Quote #Fear #Fearless Click To Tweet

If you’d like to read more on this topic then I would highly recommend you follow Steve Aitchison , as well as read a wonderful guest post there by Kathryn Sandford called “ 3 Strategies to master the self-limiting beliefs that are holding you back in life.” Enjoy!

Please share your own ideas and inspiring quotes below. Let’s support each other to be more authentic.

I regularly work with clients to help them be more intuitive in their marketing. This can be through keynotes, meetings, talks and training. Find out more on our website and then contact me here:

https://c3centricity.com/contact

This post includes some concepts from my book Winning Customer Centricity.

It is available in Hardback, Paperback, EBook and AudioBook formats. You can buy a copy from our website here, as well as on Amazon, Barnes and Noble, iBook, iTunes or in any good bookstore.

This post is an update of one which first appeared on C3Centricity in April 2016. See the original post here.

Winning4Marketers

/winning4marketers

5 Business Success Factors (So You’re Ready for Anything!)

Posted on July 27, 2018July 30, 2018 by Denyse Drummond-Dunn

We are sweltering in the Northern Hemisphere with record temperatures, so here’s a “cool” idea on how businesses can get ready for anything by applying these success factors.

Every winter, the media is full of stories of record snowfalls somewhere in the world, whether in the US, Europe or in the Far East. Despite all the sophisticated technologies at our disposition, we just never seem to be prepared. So what are the success factors of readiness?

Remember winter storm Juno in the USA in 2015? It dropped a couple of feet of snow on the Eastern coastline of North America. According to the Weather Channel its snowfall broke records in Worcester, MA, although in most other places it fell far below that of other storms from 2013 all the way back to 1978.

In the same year, in the North of the UK, the region was battered with a rare blast of thundersnow – an unnerving combination of thunderstorms and downpours of snow. As if that wasn’t enough, they were soon preparing to do battle with the elements with yet another storm shortly afterwards.

Now what do all these storms have to do with business you might wonder? Well for me they are a great illustration of the problems that many companies can face from time to time. Governments and city maintenance teams prepare for winter by organising vast stocks of grit and salt, as well as heavy snow-clearing machinery. But despite all this preparation, they still seem to be caught off-guard when they need to use them.

The same goes for businesses. Companies follow trends and expect to be ready for anything; they’re not!

Companies follow trends and expect to be ready for anything; they're not! #trends #scenarios #BusinessPlanning Click To Tweet

The reason is that there are two serious problems with that way of thinking:

Firstly they are all following the same trends, attending the same trend “shows” & conferences, and getting the same or at least very similar trend reports.

And secondly, they think that knowing the trends will somehow protect them from future risks and catastrophes. However, having the right material still doesn’t stop bad things happening, as we’ve seen this winter.

So let’s take a look at what you can do to be better prepared and not get regularly “snowed-in” as many countries are this winter.

The Problem with Trend following alone

As I already mentioned, trend following suppliers are providing almost identical information to all their clients. This results in their clients then working on the same ideas & concepts and eventually launching very similar, non-competitive products and services. Have you never wondered why suddenly everyone is talking about a certain topic, or using similar slogans in their advertising? Simplistic trend following is probably the reason.

Have you never wondered why suddenly everyone is talking about a certain topic, or using similar slogans in their ads? Simplistic trend following is probably the reason. #trends #Scenarios #BusinessPlanning Click To Tweet

As an example, think about how many companies have used the idea of “YES” and “NO” in their advertising in the past couple of years. These include:

The Swiss Migros Bank: see the videos here – sorry only in French & German but still easy to understand
BMW 320i YES, YOU, CAN
Orange telecom mobile exchange

Clearly the current trends of independence and freedom have been emphasised in all three organisations mentioned above, and probably many others as well. Perhaps they are working with the same trend following company or advertising agency, or are buying the same external trend reports? Whatever the reason, their advertising is likely to lead to consumer confusion and I myself would be interested to see which one gains from the strongest association with the exact same advertising “Big Idea”.

Companies which develop concepts based upon theses types of external resources alone, can find themselves in a race to be the first to market when using the ideas that are proposed to them. Incidentally, it is not always best to be the first when introducing new concepts to consumers, especially when they require a period of learning new ways of thinking or working for the consumers.

The vital step that many – dare I say most – organisations forget to take, is to turn the trends they are following into future scenarios.

The vital step that many – dare I say most – organisations forget to take, is to turn the trends they are following into future scenarios. #trends #Scenarios #BusinessPlanning Click To TweetScenario planning not only ensures original thinking and ideas, but also takes the development of new concepts in-house, where it belongs. Then, the new product and service Big Ideas, the new advertising campaigns, the new promotions are unlikely to be the same as those developed by the competition.

How to turn Trends into Future Scenarios

Businesses working with progressed trends have generally established their own process for turning trends into future scenarios. They often follow a similar pattern to the one summarised below. In just ten simple steps you can turn your trend following into a powerful competitive advantage that will surprise competition and delight your customers.

Recruit a diverse team of internal experts from different areas, levels, and cultures from within the company.
Identify the major questions management is asking about their future business.
Identify the most important trends for the category, br and or area under review; ensure these include STEEP ones (social, technological, economic, environmental, political).
Extend each trend into the distant future, five to ten years at least.
Collide the resultant developed trends to produce the most likely changes.
Note the major forces that come into play as a result of these changes – this is what is important.
Agree the two most critical forces and using them as axes, create the four future worlds, the scenarios.
Identify either the most likely of the four and fully develop this world, or summarise the four worlds and their major similarities and differences.
Develop stories to transmit the impact on the business should each (part of the) scenario happen and the decisions that management must face now to be prepared.
Plan how markets will identify the most likely scenario for them and follow the relevant trends in order to be best prepared.

This ten-step process can be followed over a minimum of a two or three-day workshop, or over a longer period of development lasting several months. For a more detailed 10-step process, you might like to also check out a previous post on the same topic: “The Great Trends Hoax: The don’t give business a competitive advantage”.

Success factors

Following the above ten-step process will ensure you make the right review and involve a diverse group of people to get the needed differing perspectives.

However, from my own personal experience, there are a number of additional success factors that need to be met in order to guarantee the most actionable scenario planning exercises. These include:

A diverse internal team who are both enthusiastic and curious about future changes within their organisation, category or business area.
An excellent creative to lead the process, ideally from outside the company, in order to push far beyond the internal comfort zone.
Executive management support of the exercise as well as of its outcome and most importantly their pre-agreement to own the resulting scenarios.
Being able to turn the scenarios into compelling narratives and using story-telling to ignite change within the whole organisation.
Sufficient resources to share the scenarios with all markets and to engage their commitment for the continued measurement of the trends in their own businesses, as well as the sharing of their learnings with other markets on a regular basis.

Following the process as summarised above and including all five success factors mentioned, will give you the best chance of building plausible future scenarios that get actioned by your business. If you have never done the exercise before, it may seem daunting at first. Therefore it makes sense to ensure you have an experienced external guide to support you throughout the process.

These are some first thoughts on the importance of scenario planning and how to get started in it, based upon my own experience working for some of the major Fortune 500 companies. I would love to hear your own thoughts on the best way to get a company to move from trend following alone, to the more promising process of future scenario planning. Don’t limit your competitivity by only following trends.

Don’t limit your competitivity by only following trends. Gain the advantage of future scenarios. #trends #Scenarios #Business Click To Tweet

If you and your team are ready to turn your trend following into an actionable tool that delivers true competitive advantage, then we should talk. Book a complementary advisory session in my agenda.

Reserve a 1-Day Catalyst training session and be amazed at the progress & changes!

Check out our Latest Training Courses and Advisory Offer one-pagers.

This post is based upon one which first appeared on C³Centricity in October 2015 under the title “Turning Trends into Future Scenarios and the 10-Step Process you Need

A Customer-First Approach to Successful Innovation (and 3 Secrets Shared)

Posted on May 29, 2017May 21, 2020 by Denyse Drummond-Dunn

Denyse Drummond-Dunn · A customer-first approach to successful innovation

“Never miss an episode. Subscribe on Apple Podcasts to get new episodes as they become available.”

Whether you believe that 60% of new product launches fail, or the number is 80% or 95%+, the truth is that successful innovation is rare. Why is this? Read on for my own ideas of the reasons and propositions for some simple solutions.

Last year I wrote a highly popular post on “Improving Ideation, Insight & Innovation: How to Prevent Further Costly Failures.” In it, I spoke about the importance of starting the innovation process with customers. I also mentioned that it should be a virtuous circle rather than the funnel that most organisations still use today.

This time, I want to examine the role of the customer in successful innovation. And why they should actually have a prominent position throughout the process.

Start with the Category rather than (just) the Customer

Every customer-centric organisation should start their processes with a review of the customers they are looking to please. But to do this, the first step to both insight development and successful innovation is to identify the category in which you are, or want to compete. Especially when looking to innovate, it is vital to identify what business you are in.

Now you probably can immediately answer that question but would you be right?

A recent client of mine was looking to launch a juice flavoured soft drink. They naturally (?) thought they would be in competition to juices. When we dug deeper, using our “Home or Away™” decision tool, we found they were actually competing with energy drinks for athletes!

Another practice I use is to zoom in or out when looking at a category, in order to identify new opportunities. Today’s technological world is forcing many organisations to take another look at their complete business models – whether they like it or not!

Telecoms have become geolocalization data providers to other industries.
Pharmaceuticals are being forced (?) to move from treating illness to maintaining wellness.
Food companies are moving into nutraceuticals, concentrating the health benefits of certain foods. (have they really only recently understood that our health comes primarily from the food we eat?!)
Tobacco companies are reinventing personal pleasure systems with e-cigarettes and other tobacco replacement products. In fact, André Calantzopoulos, Philip Morris International’s CEO recently predicted a “phase-out period” for cigarettes.
Alcohol providers are turning more and more to lower and non-alcoholic drinks trying to keep up with the interest in wellness. They have understood that whereas drinking is a social behaviour, most people no longer include getting drunk with that sociability.

From these examples, it is clear that most companies could benefit from a re-evaluation of their assumed category, to see whether it has or will change in the near or longer-term future.

Once the category is defined, it becomes much easier to identify the correct customer segment to target. Of course, you still need to get to know them through customer connection sessions. And then complete both a customer persona and journey map for them. (You do have these don’t you?)

For more ideas about developing a customer-first strategy so as to be better prepared to develop successful innovations, join the FREE Customer Centricity Champions Webinar? It shares many tips, tools and templates to catalyse your business and improve your customer understanding immediately.

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Your business is or will change – fast – so don’t depend on your skills alone

One of the problems I see when I first start working with a new client is that they start their innovation process from their strengths, their technical and product skills. While this may deliver quicker introductions, it is more likely to produce renovations and certainly not ground-breaking innovations.

This is such a standard “no-brainer” way of innovating that many companies find themselves out of business as a result.

Kodak thought it was in the photo business and not in the memory and souvenir business. They consequently lost out to digital, despite having the technology
Borders thought they were in the print book business rather than the storytelling business. As a result, they lost out to Kindle, despite a late reaction with the launch of Kobo. For now, Barnes & Nobles have managed to join the race with their Nook, but for how long? It will be interesting to see whether Amazon’s quiet expansion of its physical bookstores will support or sound the death knell for other outlets.
Blockbuster video rental lost their dominance of the home entertainment industry to streaming options like RedBox and Netflix.

These are a few examples of businesses that have changed, leaving the category leaders high and dry with no-one to blame but themselves for their lack of scenario planning. (This won’t happen to you, will it?)

And what about AI and VR and their impact on TV, gaming, music today?

Speaking of which, look at the graph on the right which shows the incredibly fast change from offline to online music. In less than ten years online passed offline and all but annihilated it!

This is how fast and well prepared all businesses need to be today.

Many industries have been cloned into totally new businesses as a result of technology and new customer priorities.

As already mentioned, Telecom companies now make more money selling geolocalization data than they do selling phones and lines.

So what about some other industries that are being impacted by changes in customer behaviour and preferences?

As just one example of this, Food companies must now adapt to delivering family time, not just ready-made meals. There has therefore been an explosion in meal kits because families want to eat better and even prepare together.

The future of the future

But enough about the past and present, how can you prepare for the future and have successful innovations? What new areas are some of the larger online companies buying into today and why?

Google has gone from Internet-related products and services to hardware such as Pixel smartphones and Google Home, an Amazon Echo-like device. It has also expanded into a multitude of other industries, through partnerships and investments. These include energy, AR (augmented reality), VR (virtual reality) and eye-tracking. It’s clear that they intend to stay up-to-date if not ahead of fast-moving trends and be ready to take advantage of them. Read more on Wikipedia.

Perhaps in preparation, in the last year or so Google has reorganised its various interests into a conglomerate called Alphabet. Google remains the umbrella company for Alphabet’s Internet interests, but this restructuring no doubt announces more to come.

Virgin has gone from airlines, media and entertainment, to travel, health and aerospace. You can read about all their industries and investments on Wikipedia.

Amazon has gone from an online bookstore to the general retail of a vast selection of products. Today it is testing bricks and mortar stores for both books and general groceries. You can again read more about this on Wikipedia.

Facebook started as a social media and networking service. One year ago, its CEO Mark Zuckerberg revealed his ten-year vision, centred around artificial intelligence, global connectivity, VR and AR. Read more on Wikipedia.

Tesla started in the automotive industry but has since moved into energy storage and residential solar panels. Today it is advancing into underground high-speed transport and space travel.

All these examples show the importance of being ready to adapt to fast changes impacting many industries at lightning speed. We no longer have the luxury of time to wait, watch and learn as we once did. Future scenario planning is the only way to be ready for all eventualities and to be able to quickly jump into any new opportunities before our competitors do.

Your next steps to future-proofing your innovation

Some of my clients understand that they are not as well-prepared as they need to be for successful innovation. In my training course I propose many different ideas; here are just a few of them:

#1. Working with new innovation levers

As already mentioned, most organisations start innovating from their past successes and current skills. While this is certainly quick, it is unlikely to lead to successful innovations. Why not challenge yourself to look at your business from a new perspective?

Challenge yourself to look at your business from a new perspective. #innovation #Business Click To Tweet

The diagram on the right is a simplified example of the innovation wheel that I use in brainstorming sessions with clients who are tired of thinking within their boxes.

A personally adapted and developed wheel is a powerful tool to get people to think differently about their brand, category or offer. The brand expansion it encourages has seen brands like:

Gerber and Purina move into insurance.
Nespresso move into china and chocolate.
Mars move into ice cream.
Vicks (P&G) move from various cold remedies into a sleep-aid.

What all these examples have in common is a deep understanding of both their customers and their own brand image.

When one or both of these are missing, you get epic failures like the examples below:

Coca-Cola Clothing: while it may work for sponsorships and promotions, clothing didn’t work for them – this time around?

Coca-Cola clothing nor successful innovation — Image source: eBay

Zippo perfume for women: Zippos got it spectacularly wrong with this offer on many fronts. Smoking and especially Zippo lighters have very masculine images. Replacing the wonderfully exotic and luxury glass bottles of perfume by this was never going to work!

Zippos perfume not successful innovation — Image source: Fragrantica

Colgate frozen food: The only thing that frozen entrees and toothpaste have in common is that after the first you need the second! From that to expecting consumers to make the jump from minty mouths to chicken was just too much!

Colage entrees not successful innovation — Image source: Marketing Directo, Madrid

#2. Zooming out for brands and categories

When you are successful in one category, it can be tempting to extend into others. However, this needs to be done after careful thought. Go too far from the parent brand, as the above examples did and you’ll be doomed to failure. Stay too close and you’ll not benefit from anything more than a mere renovation.

Will BabyNew be a successful innovation? — Image source: BabyNes

Companies which expand successfully are those that build on their strengths, whether image, position or technical know-how. One example I like to share of a successful innovation using this idea comes from Nespresso’s owner Nestle.

They expanded from capsules for coffee (Nespresso) into capsules for both hot and cold drinks (Dolce Gusto).

Nestle then expanded their systems into BabyNes, a capsule system for bottle feeding.

I can imagine they will be looking to extend their system even further in the future. Perhaps they will consider adding minerals, vitamins and supplements to food and drinks, or targeting specific groups of consumers such as seniors or athletes. It will be interesting to see what comes next.

#3. Zooming into a category niche

It is possible to innovate by zooming in rather than out of the category in which you are in. There are again many examples of this since, in theory at least, it is simpler to do. You already know the category customers and can segment to appeal more strongly to certain groups of them.

Food manufacturers use this strategy a lot. They often extend into low calorie or low fat, and more recently into gluten-free, OMG-free or lactose-free offerings.

Online marketers depend a lot upon finding the right niche for their product or service offer. They have the advantage over bricks-and-mortar stores of collecting a wealth of personalised information. Together with machine learning, they can quickly develop algorithms to precisely target each person with relevant offers. Offline retail will never catch up, however long they collect data – unless they have an online sales strategy too, of course.

Conclusion

So there you have some ideas on how you can improve the frequency of launching successful innovations. Whether working with scenarios, innovation levers, zooming in or out, the one element every strategy has in common is customer understanding. You wouldn’t expect anything less from me, would you? Going forward just remember:

It’s important to know and understand your customers intimately today but also how they are likely to change tomorrow.
It’s important to understand the category you really are competing in and what customers think about it.
It’s important to understand your brand’s image and ensure it’s aligned with any future innovations you consider.

What new ways are you looking to successfully innovate in this fast-paced, constantly changing and challenging world? Please share your ideas and thoughts about the above ideas or add new ones below. Thanks.

13 Inspiring Marketing Quotes (And the Actions You Can Take)

Posted on April 18, 2017May 21, 2020 by Denyse Drummond-Dunn

Denyse Drummond-Dunn · 13 Inspiring marketing quotes

“Never miss an episode. Subscribe on Apple Podcasts to get new episodes as they become available.”

What habits have you become so comfortable with that you don’t even notice or question them? With today’s fast-paced world, businesses need to be constantly adapting and preparing for the future.

These thirteen marketing quotes (plus a bonus one!) are amongst my favourites of all time. They will hopefully excite and inspire you to consider what changes you need to make to become even more successful through a customer first strategy.

As is the tradition at C3Centricity, there is a recommended action for you to take for each quote. How many will you complete?

#1. “There may be Customers without Brands, but there are no Brands without Customers.” Anon

This has to be the most important marketing quote to remember for all of us wanting to be more customer centric. It’s also one of my favourites, as I’m sure you’ve realised!

Brands depend on customers and if companies remember this, then they can only succeed. If however they get so tied up in their products & services that they forget their customers, they may enjoy their work but their brands will always be vulnerable to competition.

“There may be Customers without Brands, but there are no Brands without Customers.” Anon #CEX #CRM #CustomerFirst #CustomerCentricity #Customers Click To Tweet

RECOMMENDED ACTION: Watch the Customer First Strategy Webinar HERE

#2. “Nothing can add more power to your life than concentrating all your energies on a limited set of targets.” Nido Qubein

One of the biggest mistakes marketing can make is to not appropriately define its target audience. It is understandably hard for a brand manager to accept that he can’t please all category users and that his target sub-category is smaller than the total category he thinks he could attract.

By trying to please everyone, we end up pleasing no one! So bite the bullet and reduce your target category size by being more precise in selecting and describing your audience.

“Nothing can add more power to your life than concentrating all your energies on a limited set of targets.” Nido Qubein #Target #Customers #Planning Click To Tweet

RECOMMENDED ACTION: Learn the essentials of targeting HERE.

#3. “The more you engage with customers the clearer things become and the easier it is to determine what you should be doing.” John Russell, President, Harley Davidson

If they aren’t already included, then every employee should have regular customer connections added to their annual objectives. Whether they are the CEO, an Executive Vice-President, a machine operator, sales clerk or brand manager, they all need to understand how their day job impacts the satisfaction of their customers.

Customer connections also inspire new thinking, can identify previously unknown issues and excite everyone to think customer first in everything they do.

“The more you engage with customers the clearer things become and the easier it is to determine what you should be doing.” John Russell, President, Harley Davidson #CustomerEngagement #CustomerUnderstanding #Customers Click To Tweet

RECOMMENDED ACTION: Sign up below for the FREE Customer First Strategy Webinar.

For more ideas about getting to know your customers, join the FREE Customer First Strategy Webinar. In it, I share many Tips, Tools and Templates to improve your Customer Targeting, Understanding & Engagement to Grow your Business Faster.

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#4. “If you use standard research methods you will have the same insights as everyone else.” David Nichols

When was the last time you revised your market research toolbox or refined your insight development process? It’s a rapidly changing world both technologically and societally-speaking. The methods you use to observe, understand and eventually delight your customers should be moving as fast, if not even faster, to stay in touch with the market.

“If you use standard research methods you will have the same insights as everyone else.” David Nichols #MRX #MarketResearch #Insights #CustomerInsights Click To Tweet

RECOMMENDED ACTION: Attend a 1-Day Catalyst session reviewing all your market research methodologies and metrics. Find out more HERE.

#5. “The structure will automatically provide the pattern for the action which follows.” Donald Curtis

There has been a lot of discussion about the new roles of the CMO, CIO and the creation of a new CCO (Chief Customer Officer) position. Perhaps it is time for your organisation to review its structure and see if it is still optimal for the business of today, as well as of tomorrow.

As mentioned above, the world is changing rapidly and you need to keep abreast of these changes to stay in the game. Who wants to find themselves the equivalent of the Kodak or Borders of 2017?

“The structure will automatically provide the pattern for the action which follows.” Donald Curtis #ActionabeInsights #Insights #Action #CustomerInsights Click To Tweet

RECOMMENDED ACTION: Develop plausible future scenarios to prepare for possible opportunities and threats. Contact us HERE.

#6. “Customer Service shouldn’t be a department, it should be the entire company.” Tony Hsieh, CEO Zappos

This is one of my all-time favourite quotes from a man I truly admire, for truly “getting” customer centricity. Their slogan is even “Powered by Service”! As already mentioned above, every single person in a company has a role to play in satisfying the customer.

Zappos have an integration program for all new hires – including the EVPs – that incorporates time at their call centre answering customer queries. What a great way to show a new person what the company is really about.

“Customer Service shouldn’t be a department, it should be the entire company.” Tony Hsieh, CEO Zappos #CustomerService #CEX #CRM #CustomerUnderstanding Click To Tweet

RECOMMENDED ACTION: Why not start a similar introduction programme in your own company and organise regular customer connection sessions? We can show you HOW.

#7. “The real voyage of discovery consists not in seeking new lands but in seeing with new eyes.” Marcel Proust

Today’s customers are very demanding which has prompted many companies to increase their innovation and new product launches. However, it has been shown that renovation is as important as innovation in keeping customers satisfied (find links to relevant articles HERE).

Instead of forcing your marketing and R&D to meet certain percentage targets of new launches, most of which will be destined to failure according to latest statistics, why not review your current offers with new eyes?

If you truly understand your customers, you will quickly find small changes that can make a significant impact on customer satisfaction and loyalty, when you take their perspective. And as an added bonus, if it solves a frustration of theirs, it might even bring you increased profits, since the perceived value will be higher than the cost.

“The real voyage of discovery consists not in seeking new lands but in seeing with new eyes.” Marcel Proust #CEX #CRM #CustomerUnderstanding #Vision #Strategy #Planning Click To Tweet

RECOMMENDED ACTION: Download the free “Secrets of Innovation” eBook by completing the form on the right-hand side of this page.

#8. “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Jeff Bezos

In the past, most companies were more concerned with the reputation of their brands than they were with that of their company, other than with investors. As consumers become interested in knowing and adhering to the policies of the companies behind the brands they buy, it is vital to manage your image from both perspectives.

In addition, if your company is the brand as is the case of Coca-Cola or Red Bull, then this is vital to follow very closely. The same applies for any organisation that is considering adding their company name more prominently to their packaging.

“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Jeff Bezos #Brand #Marketing #BrandBuilding #BrandImage #BrandReputation Click To Tweet

RECOMMENDED ACTION: Review whether there are differences between your company and brand images and whether they are complementary. And book a 1-Day Catalyst Training Session to ensure you are measuring the right metrics to optimise your images.

#9. “The journey of a thousand miles must begin with a single step.” Chinese Proverb

Today’s customers often have more complex paths to purchase in many categories than they did in the past, so thinking of the simple awareness to loyalty funnel becomes less relevant.

In order to understand the purchasing of your brand, think information integration, as customers are becoming as savvy about products as they are about themselves. They seek out information based on the size of their budget and take the time needed to make what they consider to be an informed decision.

“The journey of a thousand miles must begin with a single step.” Chinese Proverb #Planning #Strategy #Vision #Mission Click To Tweet

RECOMMENDED ACTION: Check whether you are in every relevant touchpoint with appropriate information for them. Learn more about optimising your communications HERE.

#10. “However beautiful the strategy, you should occasionally look at the results.” Winston Churchill

If your world has changed then so should the metrics you use to manage the business. Annual reviews of your KPIs should be made, if not even more frequently.

Also, review last year’s business results in comparison to the metrics you have been following. Were you correctly assessing the environment, the market and customer behaviour? If not, then it’s probably time to update your KPIs.

“However beautiful the strategy, you should occasionally look at the results.” Winston Churchill #Strategy #Vision #Planning #KPIs Click To Tweet

RECOMMENDED ACTION: Review and refine your KPIs. Find out more in Chapters 37-38 of “Winning Customer Centricity.”

#11. “The fear of being wrong is the prime inhibitor of the creative process.” Jean Bryant

Do you embrace entrepreneurship in your organisation? What happens when someone fails whilst trying something new? The more accepting you are of relevant trial and error exercises, the more likely it will be that your employees will share their more creative ideas.

If failure is punished, then they will be reluctant to try or even propose new things and your business will stagnate. This is a great time to review your ways of compensating creativeness as well as how you share learnings from failures.

RECOMMENDED ACTION: Download the FREE “Secrets to Actionable Insights” below.

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#12. “Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in information.” T S Eliot

Do you ever take decisions based on information or knowledge? If so then perhaps you should reconsider your insight development process.

While information and knowledge are essential to a deeper understanding of your customers, it is only when you have integrated everything you know and understand about them, that you can begin to develop insights that will positively impact your customers’ behaviour.

“Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in information.” T S Eliot #Knowledge #Understanding #Information Click To Tweet

RECOMMENDED ACTION: Sign up for a 1-Day Catalyst Training Session on “Insights to Action” or “Insights to Impact.” More information HERE.

#13. “If you can’t sum up the story in a sentence, you don’t know what you’re talking about.” Garr Reynolds

Taking the decision to share information and understanding in a new way through storytelling, will have a profound impact on the way your employees think and remember the essential understandings of your customers.

Before every presentation ask yourself what is the one sentence that sums up everything you want to share.

If you can’t come up with one, then perhaps you don’t know what you’re talking about, or perhaps you just need more time to practice.

“If you can’t sum up the story in a sentence, you don’t know what you’re talking about.” Garr Reynolds #StoryTelling #Stories #Summaries Click To Tweet

RECOMMENDED ACTION: Read Chapters 45-47 in “Winning Customer Centricity.”

So there you have thirteen marketing quotes that will excite and inspire most people. And because I promised you a bonus if you read to the end, here is one more which aptly sums up all the others.

It is the one message out of all these marketing quotes from Charles Darwin which remains vital to remember in this awesomely changing world we live in.

“It is not the strongest of the species that survive, nor the most intelligent, it is those most responsive to change”

If you have your own favourite marketing quote that inspires you to change your business practices in 2017, then please share it below. We would love to hear from you and we promise we’ll add it to our growing library of quotes, with appropriate credit to you. (Fame at last!)

For even more inspiring marketing quotes, why not check out our website library? it’s regularly updated.

C³Centricity used images from Denyse’s book “Winning Customer Centricity” in this post.

New Thinking, New Ideas, New Successes!

Posted on June 6, 2016 by Denyse Drummond-Dunn

Things have been pretty hectic for me these past few weeks. As you read this, I am in New York presenting at the CASRO Technology and Innovation Event, 6th to 7th June. If you’re attending the event, please stop me and say “HI”; it would be awesome to meet some of my American readers!

I then head down to Miami where I am guest lecturer of an Executive MBA course at Miami University. The following week I fly back up to Atlanta to speak and chair a session at IIeX-NA from 13th to 15th June.

If you’ve never been to an IIeX Insight Innovation Exchange event, then you’ve missed a really exciting conference. It’s run like a multi-channel TED event, where most of the presentations are just 15 minutes long. You are never bored and can learn and experience things you can’t find elsewhere. And if you want to learn even more, there are also longer workshop-style talks on a multitude of topics.

There’s still time to attend and using my special speaker discount code (SPEAKER20) you’ll get a very generous 20% off the full price! If you do attend, don’t forget to stop me and say “HI”.

I’m Taking a Marketing Course!

As if the preparation for all these events wasn’t enough, I also started a marketing course a couple of months ago. You might wonder why I decided to do that when I spend my life advising others on their marketing. The reason is that we are never experts in every area and as we say in Switzerl and

“The cobbler’s children don’t wear shoes”.

In other words, we never seem to have the time to do what we help others to do. So true don’t you think?

The decision to invest in myself has been one of the best I’ve made in recent years, as it will simplify my day-to-day work. After all, they do say

“You have to spend time to save time”!

The best part of the program is that I now have someone telling me what to do and prioritising the steps in relaunching my website. There will also be some exciting new offers for you, my dear reader, like the webinar series I mentioned a while back.

During the weekly videos of each module of the course, I’m getting exposed to many alternative platforms, systems and tools from the ones I already know. So it’s also making me a better digital marketer from which my clients will then benefit. A true win-win investment.

I now have someone telling me what to do and prioritising next steps. I’m also getting exposed to many alternative platforms, systems and tools from the ones I already know, so it’s also making me a better digital marketer for my clients. A true win-win investment.

Time for You to Learn Something New?

This has been a rather long introduction to say that I believe we should all invest in ourselves, every year. Attending workshops and conferences, hiring a coach, or asking someone to give us training on a topic are all excellent ways to invest wisely in ourselves. However, we can so easily get caught up in our day-to-day work, that we forget to do so, especially as we progress in our careers. I have always said that for me:

“A day without learning is a day without living”

But with so many years’ experience, I tended to limit myself to workshops and conferences. As a result, I never really challenged myself by opening my processes and tools to an external perspective. My marketing course is certainly making me feel very uncomfortable, but I am growing as a result.

Many organisations rely on internal training alone, so they find themselves in exactly the same situation as I was until recently. They never challenge their current thoughts and processes. This can be even worse in large corporations where the vast majority of employees “grew up” in the company, remaining tens of years in exactly the same environment – think P&G or Nestle. While this may indicate a great company, which I’m sure both are, it can result in a self-perpetuating belief that they are the best, in everything.

Get Comfortable with Being Uncomfortable

Therefore, this week I am challenging you to get comfortable with being uncomfortable. (>>Tweet this<<) I want you to expose your ideas and thinking to others, both inside and outside your company. Share your thoughts with people you don’t normally talk to. Ask their opinion about a question that you are finding difficult to answer.

You don’t have to take their advice, but just getting a different perspective can be extremely helpful in making your own mind clearer about what you should do. In the same way as “sleeping on it” often brings a solution in the morning, asking for differing views can help us to be sure about our own perspective.

I have just updated the C³Centricity training offers based upon my recent work with clients all over the world. These are the courses I now offer, all available as one and two-day sessions:

I2A – Insight to Action: Tired of not turning information and knowledge into underst anding and insight? This one-day or two-day course will take you from what is an insight, to how do you uncover them and then how to action them to grow your business.
I2I – Insight with Impact: Often market research and insight specialists are not very good at sharing everything they learn about the market and its customers. This course takes them on a journey to increased impact and visibility, to ensure the business optimally benefits from its information investments.
N³ – Next Generation Insights: Are you concerned that your definition and development process of insights may need updating? This course will take your team through an analysis of your current process. Together, we will then optimise and update those parts that are not state-of-the-art and work on a real case from one of your current challenges.
M³ – More Meaningful Market Research: When was the last time you reviewed your MR toolbox? There are many exciting new technologies and processes which can bring increased learnings about your customers. This course will also help you to identify the best KPIs to follow your business, as well as support you in renegotiating your ongoing contracts with suppliers.
C³ – Consistent, Creative Communications: Advertising campaigns are often developed in the same way and tested with outdated processes and metrics. With more communications moving to digital, a new approach is necessary. This course helps you to identify and prioritise the most relevant channels for your messages, as well as to measure the changes in your br and’s image, rationally, emotionally and culturally.
I³ – Immediately Improved Innovation: Exp and your innovations beyond your current technical skills. Incorporate new levers and prioritise changes in your NPD processes and tools for more successful innovations.
S³ – Strategy and Sensitivity with Scenarios: Open your business to new ways of developing vision and strategy. Become proactive through effective scenario planning and get prepared for all possible future opportunities and risks.
B³ – Boosting Bolder Business: Identify the blockages in making needed changes within your organisation. Develop and successfully implement appropriate strategies and plans to catalyse your transformation.

Don’t these courses sound great? I am so excited to be able to offer them to companies around the world, no matter what the industry in which you may work. Being customer centric means the ideas and tools are relevant no matter what your challenges are and my vast global experience ensures a knowledgeable adaptation to your specific and cultural needs.

And don’t forget, if you would like to get a new perspective on something, I’m always ready to jump on a call to discuss with you. C³Centricity offers short, sharp catalyst sessions of a few hours to a full day or more. Perhaps this is exactly what you or your team need to move forward?

Challenge yourself to be comfortable with getting uncomfortable – it won’t last long before you are once again at ease, but in a bigger, brighter and better environment!

How Marketers Like You Are Fully Benefiting From This Awesomely Changing World

Posted on April 4, 2016 by Denyse Drummond-Dunn

I’ve just returned from a trip to California, USA. All you marketers who follow me on Twitter, Facebook or LinkedIn, will have seen some photos of the various places I visited, from San Jose in Silicon Valley near San Francisco to the huge sprawling metropolis that is Los Angeles.

I was there to attend a conference on how business people, not just marketers, can break through our self-limiting behaviours. I also took the chance to catch up with a few C³Centricity partners. All the experiences were mind-blowing or rather mind-stretching, and it is this idea which prompted today’s post. How we marketers can break through our well-established but self-limiting thoughts and behaviours to make our businesses shine.

Heart-centered versus Customer-centric

The conference I attended was a great opportunity for me to meet many other people from around the world, who want to make their businesses more heart-centered. You know that I am a champion of customer centricity, so you might be wondering what the difference is between a customer-centric and a heart-centered business. After my three days in San Jose, I would say that in my opinion, not much. I believe it is difficult to think customer first without it also involving the heart; at least, it should.

As we try to put our customers at the centre of our organisations, it is through a concern to satisfy and delight them. A heart-centred business would probably go further to ensure that what they do also benefits non-customers, or, at least, doesn’t harm them.

Creating shared value has become a strong commitment of many of the leading global players in the consumer goods market, with Vodaphone, Google and Toyota leading the way according to the Forbes “ Change the World” List. If the topic inspires you then you might also be interested to read an article on ” Innovation and Creating Shared Value“, which I was invited to contribute to the latest issue of the Journal of Creating Value.

But back to businesses; which is yours? Heart-centered or “just” customer-centric, or are you not even there yet? (>>Tweet this<<) Do you think customer first but forget about those who are not yet customers? If so, then here are a few current habits that some companies have, which show how customer centric they are – or not:

Asking credit card details for a “free” offer. This information would only be of use to charge the client and is a “trick” often employed by companies making time-limited free offers, in the hope their clients forget to cancel within the allotted trial period. Customer-centric businesses would only ask for such information once the customer is committed to purchasing the offer.
Requiring full details on a contact form when the customer just wants to ask a question or download something. This information rarely provides value to the customer and is a real turn-off for many. Customer-centric businesses avoid asking more information than they need for immediate action. For them, building a strong relationship with their customer is more important; the additional details can be gathered as the relationship develops.
Offering helpful suggestions of other products or services that may be of interest when a customer buys something. Yes, this does benefit the company too if the customer buys additional offers, but win-win service is customer-centric too. These recommendations use a technique called affinity analysis (sometimes called basket analysis) and although Amazon wasn’t the first to use it, they are by far the most well-known marketers to do so.
Providing positive experiences the customer hasn’t paid for and doesn’t expect. This can be upgraded products or shipping, samples or additional products or services included with their purchase. This benefits the customer by adding an element of positive emotional connection to the business. It also benefits the business as it can lead to a better company image and greater loyalty.

Creating Plausible Future Scenarios

As I mentioned in the introduction, I caught up with a few of C³Centricity’s major partners in California. One of them, SciFutures, in Burbank, gave me my own experience of the future in a h ands-on way, which was awesome! During my last visit, they let my try out the Oculus Rift VR glasses. While it was interesting, the stilted imagery did not enable me to fully embrace the new world I was watching – a roller coaster they had warned would make me sick – which of course it didn’t! Not only did I not fully engage with the scenes shown, I was underwhelmed by the potential of using the experience for marketers.

Fast forward to less than one year later and I was blown away but the HTC Vive and Amazon Echo / Alexa experiences they gave me. The HTC glasses enabled me to integrate into a world of endless possibilities. They invited me to become an artist and although I am not very creative, this tool enabled me to create incredible 3D images which I could view from every angle.

The Amazon Echo / Alexa unit, which is the first step towards a smarter home that I would certainly like to make, sat quietly on the shelf until an order was issued. Whether it was to estimate the drive time to my next appointment – which is vital when battling the impossibly heavy traffic in Los Angeles – to requesting to listen to a specific music or to add an item to my shopping list, “she” was an always-on assistant that I can’t wait to have for real in the not too distant future.

Besides these fun experiences, we also discussed SciFutures’ work with major multinationals in developing and more importantly, showing, the possible future developments of the home, the financial sector and multiple other industries.

I am always living in / dreaming about the future, so you can imagine how exciting our discussions were. (If you are in need of some new perspectives on your own industry in order to be better prepared in this fast-changing world, then let me know and we can start creating an inspiring and exciting future scenario for your business)

Self-limiting Thoughts and Behaviours

At the beginning of this article, I said that I had been inspired to review the self-limiting thoughts and behaviours that slow our progress and that of our businesses. I, therefore, want to end with a list of them, which I developed during the conference and in the days following it. I would love it if you add your own ideas in the comments below.

Beliefs are created out of our own, personal experiences and we rarely realise that some of them are not truths. Tony Robbins said that “Beliefs have the power to create and the power to destroy. Human beings have the awesome ability to take any experience of their lives and create a meaning that disempowers them or one that can literally save their lives.” (>>Tweet this<<) While reviewing the following list, I suggest we dwell on our own thoughts and behaviours and make 2016 the year we made changes that will empower us. Both we and our businesses will flourish if we do.
The word “can’t” is far too often used these days, when in fact we most likely mean “won’t make the time” or “aren’t interested“. We should be more honest with both ourselves and our co-workers. Explaining our reasons for our behaviour or lack of enthusiasm is valuable information for future exchanges and learning. “Honesty is the best policy,” said Benjamin Franklin more than three hundred years ago and yet we have still not learned the lesson! (>>Tweet this<<)
The word “should” often precedes the use of the word “can’t”. For example “I should do that but I can’t find the energy”. Again we need to be honest in admitting the real reasons behind both why we “should” do something and why we won’t. And again a better self-awareness and underst anding.
We love to give rather than to receive. We love to provide support and help but hate asking for it ourselves. This is a crazy situation that most of us find ourselves in more often than we would like to admit? We like others to be indebted to us, as it gives us a (false) feeling of power. Keep this in mind and endeavour to make your life one of balance; to give and receive.
Shakespeare said it best in his play “As you like it”, Act II, Scene VII: “All the world’s a stage, And all the men and women merely players” (>>Tweet this<<) What are you playing it? Relationships are built on trust and authenticity, both in the personal and professional circles. Are you pretending to be someone you are not, or to know something you don’t? If so, the stress of being “found out” will take it’s toll eventually, one way or the other. Being our authentic selves is the only way to exp and, grow and flourish. The same is true for br ands.
“Procrastination is the thief of time” (>>Tweet this<<) is a mid-18th century proverb which means that if you delay doing something, it will almost certainly take longer to complete later on. The best solutions to procrastination include making lists, breaking down large or unattractive tasks into smaller, more achievable steps, and making the work time-limited. Making progress, however small, is better than none at all. (>>Tweet this<<).
Often one of the reasons for procrastination is perfectionism. We set such impossibly high st andards that we know we’ll not meet, even before trying – so we don’t try. Life is for learning and as I said previously, any progress is better than no progress. Imperfection is human; embrace your humanness and learn from your failures. Edison is quoted as saying “I have not failed, I have just found 10,000 ways that don’t work”. (>>Tweet this<<) So ask yourself: “Are you learning to fail or failing to learn?” Hopefully, it’s the former! (>>Tweet this<<)

These are just a few of the many self-limiting thoughts and behaviours that many of us have and which make our lives more difficult than they need be. I was motivated by the conference I attended and I hope that my sharing these ideas has inspired you too to change, but without the need for the travel and resource investments I myself made!

My final comment on self-limiting thoughts and behaviours is a quote from that conference; “Fear is the only thing that gets smaller as we run towards it.” Hey all you marketers, are you ready to run towards your own fears and succeed in this awesomely changing world of possibilities?

If you’d like to read more on this topic then I would highly recommend you follow Steve Aitchison at www.steveaitchison.co.uk , as well as read a recent guest post there by Kathryn S andford called “ 3 Strategies to master the self-limiting beliefs that are holding you back in life.” Enjoy!

Please share your own ideas and let’s support each other to be more authentic in 2016. If you haven’t already done so, please join the C³Centricity Members Group on Facebook, where we share ideas and support each other in becoming more heart-centered and customer centric.

This post includes some concepts and images from Denyse’s book Winning Customer Centricity .

It is now available in Hardback, Paperback, EBook and AudioBook formats. You can buy a copy from our website here, as well as on Amazon, Barnes and Noble, iBook, iTunes and in all good bookstores. Discount codes are regularly published on our private FaceBook Members group – why not ask to join?

How to Innovate More Creatively

Posted on September 30, 2014 by Denyse Drummond-Dunn

I was recently on a trip to the US; a transatlantic flight on a Boeing 747, my favourite airplane – apart from the Seneca II that I used to own. Anyway, the reason I love long-distance flights is because they cut us off from everyday life, although unfortunately no longer the phone nor web these days.

They therefore provide us with a very rare commodity; some precious thinking time. How do we ever get that otherwise? Speaking personally, my brain seems to be constantly under pressure from the challenges of work, family, friends – in a word, living – so I love it when I need to get on a flight, the longer the better.

I watched Transcendence on this flight; it’s about the moment when the human brain and technology become one. I love science fiction (SciFi), because it frees the mind to dream and to be far more creative than the “normal” working environment ever allows.

After the film and lunch were over, my mind turned – of course – to business and how I could set my past, current and future clients free too; how to make them more creative as well as more customer centric. So this is what I came up with, far above the clouds and worries of my everyday world.

The future is in our h ands

We are all wise after the event, but how do we become wise before it? In my opinion, by setting free our thoughts about the future and our creativity. Many companies have an innovation group, but rarely do they set them free, to think big, to think out of the box.

In fact in many cases, they are literally put in their own boxes, separated from the business for which they are supposed to be innovating. Whilst the intention of this separation may be laudable – it is claimed that it provides increased freedom – it generally doesn’t work, because the group’s creativity is not grounded.

Despite their incredible creativity, even science fiction writers are grounded; their stories are based on facts, a progression from current actualities to future possibilities. I am not suggesting that innovation be limited to the mere renovation of today’s products and services, but rather that they be based upon a realistic progression of today’s realities, rather than pure hypothesis. In particular, they should be developed out of current sociatal trends, behaviors and needs.

Trend following isn’t creative

Are you following trends? Are you happy with the information you are getting from your supplier? We all love to look at new inventions and products from around the world, but just think about what useful and actionable information you are really getting.

I’m sorry to break the news to you, but you are almost certainly getting exactly the same suggestions as the tens, if not hundreds of other clients your supplier has. Reports aren’t generally personalized, or only minimally, so whatever ideas their reports might spark, are likely to be sparking in every one of your competitors minds too!

So if trend following won’t help your innovation, what will? My answer would be many things; isn’t that good to know?

Develop your trends into future scenarios

Trends do not provide you with a competitive advantage, especially for innovation, so you need to first turn them into future scenarios. There are (at least) two ways to do this.

Firstly you can combine the trends and form what are often referred to as axes of uncertainty. When crossed, these form four (or more) new worlds for you to then define, describe and develop. Your possible actions in each of these scenarios can then be identified, so your business is prepared for all major possible risks and opportunities.

“We must never be afraid to go too far, for truth lies beyond” Marcel Proust (>>Tweet this<<)

The second way is by identifying the major trends that may impact your business and then letting a Science Fiction writer describe the world that could develop. It is not so much a matter of being right as being provocative, the more the better. That’s why SciFi writers are amongst the best people to stretch our thinking. They have the creativity to go far beyond what most of us would think about, even when stretching our thinking. After all, the point of future scenarios is to prepare business for the future, not to predict it (>>Tweet this<<)

Visualise the future

Once you have developed your scenario – or two – you should visualise them to increases buy-in and sharing. This can be through a simple presentation, descriptive profiles or more exciting animations and videos.

Lowe’s has been one of the companies at the forefront of such visual development, using virtual reality to develop The Holoroom to show what SciFutures‘ science-fiction writers had developed. The room puts consumers into a new world where they can see their own new world, at least of their home after their planned renovation.

Other industries that are quickly developing new virtual worlds for customers include car and plane manufacturers showing future travel options. Car purchasers can also experience their new cars before actually buying them and can help in the development of cars that more perfectly meet their desires and needs.

Innovating outside the box

In too many cases innovation is built upon reality and a company’s current offers, in other words are renovations not innovations, just a step change from what we have today. New products developed using scenario planning tend to be faster, clearer, more efficient, longer-lasting and overall more attractive.

Technology makes what was even unthinkable just a few months or years ago, a reality today or in the very near future. Everything is moving faster and faster, so businesses must do the same. As this is rarely possible, they must already think the unthinkable today, so that they are prepared when it actually happens tomorrow. (>>Tweet this<<)

Are you ready for the brave new world that is estimated to be just ten, twenty or at most just thirty years from now? That’s when the point of singularity is estimated to arrive.

If you would like help in improving your own innovation process, or in developing a future scenario for your organisation, please let us know; we would be excited to inspire you.

C3Centricity used an image from Dreamstime in this post.

Which of these 10 Customer Centricity Steps are you Missing?

Posted on June 23, 2014 by Denyse Drummond-Dunn

Last Saturday was the start of Summer in the Northern hemisphere and the weather certainly confirms this, at least for now! Summer is a great time to reflect on the progress we have made to date on our journey to Customer Centricity.

Organisations need to take a step back occasionally and review how their plans are going. What changes do they need to make to ensure they meet their objectives over the remaining six months of the year? So here are my ten ways to tell if you are well on your way to becoming truly customer centric – and what actions you can take to get further along your journey.

#1. Identify the category in which you are competing

This may sound strange to you, but many br ands are not competing in the category in which they first thought they were. Think soup which is now a meal replacement, or laptops which are now entertainment platforms.

Action: Review how your product or service fits into the customers’ daily life and how they compare and decide between options. This will help you identify your real competitors and the actual category in which you are competing.

#2. Underst and your primary target

Knowing precisely who the customer is for each of your br ands is the first essential step to satisfying them. Use the BCG Matrix to help select the best group. Do you already work with this matrix, or do you have a better system? Please share your own best practice below, so I can learn.

Action: Review the target audience for each of your br ands and ensure you have information on their “4Ws”. In other words the Who, What, Where and Why: demographics, purchase, usage, media use, places of purchase, consumption, connections to communications, their values, usage motivations and emotions when doing so. If you would like to learn more about targeting, check out this post.

#3. Watch and listen to your customers

Personal experience of your customers is essential to putting them at the heart of your business.

Action: Ensure everyone has regular – ideally monthly – contact with the customer. This can be by listening in at the call centre, watching market research interviews & discussions, or observing customers as they shop and use your product / service.

#4. Know what current trends could mean for your business

Many organisations follow trends, but they don’t provide any competitive advantage. It’s time you started turning them into future scenarios or use future prototyping. (Contact us here to learn more about this)

Action: Identify the most relevant trends for your br and and then project them into the future to develop two axes of uncertainty and four plausible future worlds. These will help prepare the business for future opportunities and challenges. Alternatively, why not try Sci-Fi Future Prototyping? (Contact us here for more information)

#5. Reinvent your innovation

Most organisations innovate based upon their current knowledge or technical skills. This keeps them boxed into a narrow b and of categories.

Action: Take your NPD thinking outside its box, by making use of all relevant innovation levers, including, but not limited to, packaging, channels, sourcing, communications, br anding, services. Check last week’s post for more details about innovation.

#6. Follow your image

It is amazing how many companies don’t follow their br and images on a regular basis. Image trends are a great way to be alerted to possible sales issues before they appear in the numbers.

Action: Identify the major image attributes of both your own and competitor br ands, and measure them regularly (annually for fast moving categories, every two to three years for slower moving ones).

#7. Turn your information into insight

Whilst information and knowledge are essential to gather, it is only when they are turned into underst anding and insight that they become truly customer centric.

Action: Review your insight development process and ensure decisions about customer satisfaction are based on them and not just on information. Insights ensure your communications resonate with your customers and your product / service delights and sometime surprises them.

#8. Share your information and insights

Companies spend a lot of money gathering data and information about the market and customers. However, in most cases they spend far too much money, because the information that is needed is actually already available somewhere in the company.

Action: Review your organisation’s information needs and negotiate contracts and access company-wide rather than by department. Make your information and insights available to everyone in the company through a library or database with appropriately managed access rights.

#9. Evaluate your progress

As the infamous quote from Peter Drucker says:

“What gets measured gets managed” (>>Tweet this<<)

Besides br and image, are you following other KPIs to measure your progress on your journey to customer centricity?

Action: Identify the three to five most important areas you want to improve and then measure them consistently. If the numbers aren’t trending up, act – see #10. below. The actual metrics you follow will depend upon your industry, but may include market comparison (shares), availability (distribution or out-of-stock) communications impact, competitivity, value.

#10. Plan for action

Once you have identified the KPIs to follow, you need to take action to improve those that are trending downwards and perhaps also those which are stable.

Action: Since your KPIs are the most important metrics for your business, plan actions as soon as their trend changes and don’t wait for them to start declining. Once they are, it will be much more difficult to reverse.

These ten steps should ensure your organisation remains focussed on the customer and doesn’t get lost in the day-to-day issues of the business. After all, as I have been quoted many times for saying:

“There may be customers without br ands, but there are no br ands without customers” (>>Tweet this<<)

Think about it; do you have the right priorities? How do you know? Have I missed an essential step off of my list above? If so, let me know. Please also share which of your actions towards customer centricity you are struggling with the most. Together we’ll find a solution.

If you would like to know how customer centric your organisation really is, then why not complete the C³C Evaluator? Check it out on our website: https://www.c3centricity.com/C3Cmembers

Need help on your journey to customer centricity? Let us help you catalyze your business; contact us here.

C³Centricity uses images from Dreamstime.com and Kozzi.com

This post is based on one that was first published on C³Centricity in July 2013

Turning Trends into Future Scenarios and the 10-Step Process you Need

Posted on October 4, 2013July 10, 2018 by Denyse Drummond-Dunn

Most major organisations follow societal trends today – and that’s a huge problem! Surprised?

They are all following the same trends, attending the same trend “shows” & conferences, and getting the same or at least very similar reports. This results in them all working on the same ideas & concepts, and eventually launching very similar products and services that will struggle to compete effectively.

Have you never wondered why suddenly everyone is talking about a certain topic, or using similar slogans, or launching similar offers? Now you know why. Here’s how to avoid this and develop a powerful competitive advantage.

Market Evidence

Just one example of exactly this, is how many companies started using the idea of “YES” and “NO” in their advertising a few years ago. In Europe these included:

- The Swiss Migros Bank: see the videos here – sorry only in French & German but still easy to understand
- Orange telecom:
- An international Insurance company:

These are just three I have noticed recently, but I’m sure there are others in the countries you yourself live in. (If so do drop me a line, or add a comment below, I’d love to hear about other examples)

Clearly the current trend of a desire for independence and freedom has been emphasised in all three organisations mentioned above. Perhaps they are working with the same trend or advertising agency, or are buying the same external trend reports. Either way, their advertising is likely to lead to consumer confusion and I myself would be interested to see which one gains from the strongest association with the exact same advertising idea.

Companies which develop concepts based upon these types of external resources alone, can find themselves in a race to be the first to market when using the ideas that are proposed to them. Incidentally, it is not always best to be the first when introducing new concepts to consumers, especially when they require a period of learning new ways of thinking or working for the consumers.

The vital step that many – dare I say most – organisations don’t take, is to turn the trends they are following into future scenarios. Scenario planning not only ensures original thinking and ideas, but also takes the development of new concepts in-house, where it belongs. Then, the new product and service concepts, the new advertising campaigns, the new promotions are unlikely to ever be the same as those of the competition and will have a greater chance of success.

How to turn Trends into Future Scenarios

Organisation working with progressed trends have generally established their own process for turning trends into future scenarios. They often follow a similar pattern to the one summarised below:

1. Recruit a diverse team of internal experts from different areas, levels, and cultures from within the company
2. Identify the major questions management is asking about their future business
3. Identify the most important trends for the category, br and or area under review; ensure these include STEEP ones (social, technological, economic, environmental, political)
4. Extend each trend into the distant future, five to ten years at least
5. Collide the resultant developed trends to produce leading likely changes
6. Note the major forces that come into play as a result of these changes
7. Agree the two most critical forces and using them as axes, create the four future worlds, the scenarios.
8. Identify either the most likely of the four and fully develop this world, or summarise the four worlds and their major similarities and differences.
9. Develop stories to transmit the impact on the business should each (part of the) scenario happen and the decisions that management must face now to be prepared.
10. Plan how markets will identify the most likely scenario for them and follow the relevant trends in order to be best prepared.

This ten-step process can be followed over a minimum of a two or three-day workshop, or over a longer period of development lasting several months. For a more detailed 10-step process, you might like to also check out last year’s post on the topic: The Great Trends Hoax: The don’t give business a competitive advantage.

Success factors

Following the above ten-step process will ensure you make the right review and involve a diverse group of people to get the needed differing perspectives.

However, from my own personal experience, there are a number of additional criteria that need to be met in order to guarantee the most successful scenario planning exercises. These include:

- A diverse internal team who are enthusiastic and curious about future changes within their organisation, category or business area
- An excellent creative to lead the process, usually from outside the company, in order to push far beyond the internal comfort zone
- Executive management support of the exercise as well as of its outcome and most importantly their pre-agreement to own the resulting scenarios
- Being able to turn the scenarios into compelling narratives and using story-telling to ignite change within the whole organisation
- Sufficient resources to share the scenarios with all markets and to engage their commitment for the continued measurement of the trends in their own businesses, as well as the sharing of their learnings with other markets on a regular basis

Following the process as summarised above and including all five of the success criteria mentioned, provides the greatest chance for success in building plausible future scenarios that get actioned by your business. If you have never done the exercise it may seem daunting at first. Therefore it makes sense to ensure you have an experienced external guide to support you throughout the process.

If you are interested in joining our upcoming webinar on Future Scenario Building, please let us know and we will send you a personal invitation.

Don’t limit your competitivity by only following trends. You have to turn them into proprietary future scenarios. If you need help, let us help we’re ready to support you. Contact us HERE.

1. Understand the Market and How It’s Changing

2. Understand the Customers’ Perception

3. Position Based on Insight and Human Truths

4. Can You Use Your Local Heritage?

5. Understand the Category

One Final Consideration

HEART-CENTERED VERSUS CUSTOMER-CENTRIC

CUSTOMER FIRST EXAMPLES