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Never, Never, Never Give Up: How to Succeed When All Around You are Failing

 

I heard a famous quote this morning from Winston Churchill’s address to Harrow School in the UK in 1941. It was certainly one of his shortest speeches but probably also his most quoted. He said:

“Never give in, never, never, never, never”

You can read his full speech – which is not a lot longer! – here.

Hearing this quote got me thinking about failure. Failure in our lives, our businesses, our jobs, our relationships. How often do we fail merely because we give up too quickly?

Now whereas I don’t feel qualified to advise you on your private life, I do feel sufficiently knowledgeable to speak about business.

Last week I mentioned the 7 reasons most companies fail to adopt a customer first strategy. They were the conclusion to a post on what a customer first strategy is, and what it isn’t. If you missed it, then click the link above to read the full article.

Over the many years of blog posting, I have written many other posts on many different topics, and which include my solutions to failing in countless areas of marketing. I therefore thought it would be useful to share four of the most important ones here in a single post. Let me know what you think.

 

How you React to Failure could Make You a Success

Failure's only a failure when you don't learn from it
Source: Microsoft

For this first summary of a post, I’d like to share not a list of solutions but a selection of inspiring quotes on reacting to failure. I think it sets the stage beautifully for the other articles to come.

In the full post (which you can read by clicking the above link) you can also find suggested actions for each of them. They will make you realise that there is great opportunity in every failure! So don’t be afraid to fail. Just never give up!

1. “It’s fine to celebrate success but it is more important to heed the lessons of failure” Bill Gates, American Businessman

2. “Failure is not fatal, but failure to change might be” John Wooden, American Coach

3. “By failing to prepare, you are preparing to fail” Benjamin Franklin, American Politician

4. “Failure is simply the opportunity to begin again, this time more intelligently” Henry Ford, American Businessman

4. “Failure is simply the opportunity to begin again, this time more intelligently” Henry Ford, American Businessman #Quote #Success #Failure Click To Tweet

5. “The difference between average people and achieving people is their perception of and response to failure” John C. Maxwell, American Clergyman

6. “Failure doesn’t mean you are a failure it just means you haven’t succeeded yet” Robert H. Schuller, American Clergyman

7. “Enjoy failure and learn from it. You can never learn from success” Sir James Dyson, British Designer

8. “Fear of failure must never be a reason not to try something” Frederick W. Smith, American Businessman

9. “The greatest glory in living lies not in never falling, but in rising every time we fall” Nelson Mandela, South African Statesman

10. “Failure seldom stops you. What stops you is the fear of failure” Jack Lemmon, American Actor

They say that pride comes before a fall; I say success follows failure! I wish you much success in failing fast, learning faster, so you can enjoy more success!

 

How to Innovate Successfully (What You’re Still Getting Wrong!)

This post mentions the ten reasons innovation fails and then shares ideas on finding a solution to each of them. That is what I share below.

The virtuous proces of innovation

#1 The process: Introduce some creativity into the process. Use a virtuous circle (as shown above) rather than the usual linear or funnel approach.  All innovation processes should start with a deep understanding of the potential customer segment and then insight development.

#2 Meeting company quotas: Instead of company quotas on the number or proportion of new product launches, a better target is a percentage of sales. This should eliminate all but the very best ideas, which are expected to increase sales rather than merely replace current products.

#3 Lack of customer understanding: The best way to innovate successfully is to start by looking at the target customer’s lifestyle and seeing how you can make it easier and more enjoyable for them. Watching and listening to your customers with an open mind, rather than with a hypothesis in your head, will enable you to identify pain points the customer may even be unaware of.

#4 Lack of category understanding: Never assume you are competing in a certain category until you have identified how your customers are choosing and what they are currently using. You might be surprised to learn that your competitors are not those you thought they were!

#5 Not living up to your promises: In today’s connected world, false or exaggerated promises are quickly identified and shared on social media. Nothing is every hidden for long these days, so if you make a mistake, admit it, own it, correct it and move on. It will be forgotten or forgiven quicker than if it becomes a scandal.

#6 Not being sufficiently differentiated: With such an abundance of information available to everyone, comparisons are easy to make.  Solution based offers will always be able to charge more than product based ones. It’s up to you to decide which you want to be.

#7 Being too different: Identifying a sub-category of users with a precise need and then meeting that need better than anyone else is the more successful way to differentiate.

#8 Pricing yourself out of the market: Understanding how much potential customers value your offer is essential to the success of any product or service.

#9 Inappropriate distribution: Appropriate distribution doesn’t mean being in stock everywhere at the lowest price. But it does mean being in the retail outlets that your target customers visit more often.

#10 Being too far ahead of the customer:  If you can’t afford to wait for your customers to catch up with your new product or service idea, then you should certainly reconsider your launch decision. Keep the concept in your “back drawer” until customers are ready. You will then be the first to respond to these new needs and beat the competition to market with the correct solution.

The full article goes into more detail on each of these solutions of course. So if any of them resonate with you, it is worth checking out the full post.

You must innovate to stay in the game, but that doesn’t mean launching anything just to meet the company’s innovation targets. Launch bigger, bolder and better, as one of my bosses used to say. And never give up!

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What Great Leaders Know and You Probably Don't

What great leaders knowThis post summarises my easily applied learnings that will make your leadership style more efficient and effective, no matter the industry in which you work.

1. We should never stop learning. As we age and rise in the corporate world, we seem to forget that we don’t know it all! We even think that we should have all the answers, or worse still, think that we do!

2. We should accept help. Some people find it hard to ask for help or even to accept it when it is offered. This is foolish, since we cannot be an expert in every area of business. In fact if we lead a team, whether just a few people or many thousands, we should be good at managing people first. 

If we lead a team, whether just a few people or many thousands, we should be good at managing people first. #Team #Leadership Click To Tweet

3. Practice really does make perfect. It’s not only perfectionists that think they’re never good enough. We should always strive to be the best we can be. We should never compare ourselves to others, only to our previous selves. 

We should never compare ourselves to others, only to our previous selves. #Learnings #Self-respect Click To Tweet

4. That final check is worth itWhen I was learning to fly, my instructor never stopped reminding me that the pre-flight checks were vital to do thoroughly. He reminded me that once you’re in the air, it’s too late! The same goes for meetings, events and conferences once they’ve started. Make and use checklists, like pilots do, and complete that final check thoroughly and completely.

5. Accept defeat and mistakes. We all make mistakes sometimes and get defeated occasionally. We’re human after all. However, those mistakes and defeats are great teachers. If we learn and grow from them, then the pain involved should be short-lived, as we move on to bigger and better things.

6. Honesty is always the best policy. Somehow honesty is rarely discussed these days and yet we all know that trust is one of the main reasons people do business with companies. Trust built over the long term will enable companies to be forgiven for any occasional mishap that may occur.

Trust built over the long term will enable companies to be forgiven for any occasional mishap that may occur. #Trust #Failure #Mistakes Click To Tweet

7. Business isn’t only about millenials. Everyone is speaking about the Millenials these days. While Millenials may be trendy, there are other groups which are arguably just as important to consider for a successful business. For example, there are now more Baby Boomers that Millenials in the US!

Great leaders are aware of these seven points, are you? If not, then read the full article for further details. Leaders don't know it all but they do know how to learn from failure. Never give up on your plans, just adapt them when needed.

 

How the Best Marketers are getting Deeper Insights

Observe and listen for deeper insightsBe honest! Everyone struggles to develop true insights about their customers. Most times we accept summary information or facts about the marketplace and call them insights. But we alll know that insight development is difficult. So hard to get to that "aha" moment when what we have said about our customers is so obvious we can't understand how we - or anyone else for that matter - never realised it before.

If you are struggling to develop insights that truly resonate with your consumers or customers, I suggest you follow these 8 tips.

#1. Turn business objectives into customer-centric ones. Identify what you want to change in terms of your customers’ behaviour or attitudes. This way you will be thinking about your customers’ objectives rather than (just) your own.

#2. Insight generation should start with customer connections. When was the last time you personally spoke with your customers? If it wasn’t in the last week, you’re not getting out enough!

Insight generation should start with customer connections #Insights #MRX Click To Tweet

#3. Have regular contact with all other departments. It is impossible to really understand the business if your contact with other groups is limited to meetings and presentations. Make a habit of taking a coffee or lunch with people from other spheres of the company and share your latest ideas and learnings. You will both discover a lot!

#4. Get MRI (Market Research & Insight) to share their nuggets of information regularly. Market research and insight teams learn new things about the business every day, so why not ask them to share more? Don't wait for a formal presentation of the results of the latest piece of research. Get them to share findings and analyses with you on a regular, (at least) monthly basis.

#5. Get into the habit of speaking with consumers at every chance you can. Suggest to join in when research projects are being run. Listen in to call centre conversations, speak to demonstrators and merchandisers, or even talk to shoppers at retail.

#6. Ask MRI to analyse more than market research information alone. They are the best synthesisers you have and can manage multiple data sets from all available sources. Ask them to integrate more information and you will both be happier.

#7. Remember that insight development takes energy and time. It usually takes days, if not weeks or even months to refine, group and synthesise information down to an actionable insight

#8. Insight development should involve more than the insight team, which is why it is important for them to build relationships with other departments.

Following these 8 ideas will make your business one of the most successful in insight development. How would that feel? Read the full article HERE. Insight development may be difficult, but it's not impossible. Never give up!

And if you want to improve even faster in any areas of learning from failure, you can invite us to give a 1-Day training that will catalyse your team in record time. Download the summary brochure of all our current training courses HERE.

These are some ideas and processes for avoiding failure or even more importantly, learning (a lot) from them. Whether it is in business management, innovation or customer understanding, you can learn from the best, so you don't have to make the same mistakes. I hope you appreciate it!

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What Great Leaders Know and You Probably Don’t

I’d like to start this post with a bit of background. If there’s one thing I’ve learned from recording the audio version of my book Winning Customer Centricity, it’s that we should never stop learning and improving. In fact I am often quoted as saying:

“A day without learning, is a day without living” (>>Tweet this<<)

You’re probably asking yourself, as I myself did going into it, “How difficult is it to read out loud?” I went for my first day of recording with not much more preparation than getting my book printed off. What a mistake! Luckily we had technical problems and Tony Johnston, who is helping me with the project, decided to redo the first part again a week or so later.

That extra time gave me the chance to do two invaluable things. Firstly, to get some coaching from two incredibly talented – and patient! – actors, Pamela Salem and Michael O’Hagan. Secondly, to better prepare myself by reading the book out loud several times, and then marking it up with pauses, emphases and other notes, to make the recording more agreeable to the listener.

However, after successfully recording the first half of the book, I again fell back into my usual ways of presentation mode on the second day, and Tony once again, generously offered to re-record it. So I’m back with my dream team of coaches this week, doing some intensive voice training and exercises.

By now, you’re probably thinking “Nice story Denyse, but what does all of this have to do with me and my business?” Great question; let me answer it by simply saying “A lot!” Read on, to find my easily applied learnings that will make your leadership style more efficient and effective, no matter what area you work in.

1. We should never stop learning. As we age and rise in the corporate world, we seem to forget that we don’t know it all! We even think that we should have all the answers, or worse still, think that we do!

It’s vital that we continuously strive to keep learning and challenging our every-day habits and behaviours. Lifelong training and learning should be everyone’s mantra. This has become increasingly important because technical advances are coming almost daily, so we need to constantly rethink the way we work, adapting and integrating those technologies which could improve our businesses.

Accepting help is a leadership style2. We should accept help. Some people find it hard to ask for help or even to accept it when it is offered. This is foolish, since we cannot be an expert in every area of business. In fact if we lead a team, whether just a few people or many thous ands, we should be good at managing people first.

Great leaders underst and this and surround themselves with experts in different areas where they may need support. Are you a great leader? (>>Tweet this<<) 

3. Practice really does make perfect. It’s not only perfectionists that think they’re never good enough. We should always strive to be the best we can be. If this means that we have to practice our presentation ten times when all our colleagues only do it a couple of times, then so be it. We’re all different and perhaps they have a talent for speaking, or maybe they are just satisfied with a less polished performance than we are. We should never compare ourselves to others, only to our previous selves. (>>Tweet this<<)

Final check is worth it4. That final check is worth it. When I was learning to fly, my instructor never stopped reminding me that the pre-flight checks were vital to do thoroughly. He reminded me that once you’re in the air, it’s too late!

The same goes for meetings, events and conferences once they’ve started. Make and use checklists, like pilots do, and complete that final check thoroughly and completely. You can rarely recover from anything that’s missing once you’ve started, or if you can, it will take far more effort than making that final check before your event takes flight.

5. Accept defeat and mistakes. We all make mistakes sometimes and get defeated occasionally. We’re human after all. However, those mistakes and defeats are great teachers. If we learn and grow from them, then the pain involved should be short-lived, as we move on to bigger and better things. One of my favorite quotes from Edison is

“I have not failed. I’ve just found 10,000 ways that won’t work.” 

View errors as opportunities to grow. In fact it’s those people who don’t, who make a real mistake, and a BIG one at that. Encourage the sharing of mistakes so that others won’t have to make the same ones in order to learn the lessons. A healthy business environment is one in which failure is celebrated as much as success.

Tony, a naturally positive person, reminded me of this after our first “disastrous” session. “Don’t dwell on past deceptions Denyse” he said “Think about what you learned, what actually developed your skills.” 

6. Honesty is always the best policy. Somehow honesty is rarely discussed these days and yet we all know that trust is one of the main reasons people do business with companies. Therefore it seems odd that we speak a lot about trust but not honesty. In today’s world of immediate sharing of experiences with the world, dishonest behaviour is quickly known. It is so much easier to be honest than to recover from an act that was not, and the trust built over the longterm will enable companies to be forgiven for any occasional mishap that may occur. (>>Tweet this<<)

Customers in your vision7. Business isn’t only about millenials. Everyone is speaking about the Millenials these days; this is the generation, also known as “Gen Y” or “Generation Me”, generally accepted as having been born since 1980, after “Gen X.” While Millenials may be trendy, there are other groups which are arguably just as important to consider for a successful business. For example, this is an important year for the population in the US, because for the first time, there will be more Millenials than Baby Boomers, but also because the first Gen Xs will turn fifty.

A great article in TIME Magazine at the end of last year mentioned several key points that will impact businesses. While the article speaks primarily about the importance of Gen X, Baby Boomers are also important since they are usually a larger group in most developed countries and generally also richer. Another article about the over 50’s provides some interesting statistics on their size, wealth and spending, and shows how mature consumers are changing the l andscape of the digital world we live in. I would add, not only digital, and encourage all companies to revise their vision with these in mind. Great leaders don’t just follow the latest fads and trends, they more often work with future scenario planning; you should too.

These are just a few of the ways the great leaders I have had the chance to meet and work with, make a real difference in their organisations. I hope you have been inspired to make a few changes in your own thinking.

If you have something to add please do leave a comment, the more challenging the better!

Winning Customer Centricity BookThe images used in this post come from Denyse’s latest book Winning Customer Centricity, which is now available on Amazon, andnoble.com/w/winning-customer-centricity-denyse-drummond-dunn/1121802409?ean=9782970099802″ target=”_blank”>Barnes and Noble and in all good bookstores.

If you are not yet a C³C Member, sign up (for free) in the C3C Members area. You’ll get a discount code to buy the book, many useful templates from it, as well as case studies, videos and audio presentations to download.

 

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