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Get out of the office. Roam the frontline. Be observant. Hold your people accountable for creating the new narrative, a new story, in which your customers are the most important characters. Because, you know, they really are.
Michael J. Silverstein
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Michael J. Silverstein
Age: 69
Born: 1955
Born: January 1
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Consultant
Narrative
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Important
Customers
Really
Characters
People
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Office
Roam
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Stories
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People need to be inspired. They need to hear and believe a story. If you want them to be self-motivated, you need to engage them.
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Business operators that really deeply care about their employees and consumers deliver the right response every day.
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A curious mind does not jump to conclusions but tests carefully and thoroughly. A curious mind will draw on all of life's experience to get to the big uh huh. The curious cut the data by quintile, by segment, and by user.
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Define a winning proposition that is consumer right and delivers margin accretion.
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Respond to your customer's dissatisfactions with precision and power.
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Too many companies are happy to have workers to dread working. They have the wrong attitude because they have the wrong leadership.
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The choices we make define our future.
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Own one idea. Complete it. Map the current model of purchase and usage. Change how it is done so at least some part of the market uses only your product. Extend from that core user to a much broader universe. Describe your concept in a very short, six-word story - a la Ernest Hemingway: For sale: baby shoes, never worn.
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Woo your biggest fans. This rule says concentrate your efforts at understanding on the 2 percent of consumers that personally drive 20 percent of sales and invite their friends and colleagues to enjoy you.
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Find out what schismogenesis means. Schismogenesis is anthropology. It says relationships between people are not stable. They are either moving up or moving down. The same is true for brands. You need to understand where you are.
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Original research starts all inspiration. Get inside the head of the consumer. Understand their needs, hopes and dreams. Deliver to their expectation. Have your team do the work. They will then have the framework for the solution. If they believe and they understand, the results will be their results.
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A curious mind armed with skill, experience, knowledge, and patterns can give birth to big brand revolution.
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The top 25 at every company really set the tone. Everyone watches them. They need to be present and focused. No slackers at the top. They need to meet in combination every recruit. They need to meet them on the first day. They need to teach by example. This is the lesson that great companies teach.
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You need to have sufficient resources against your priorities. Your eyes have to be open every day.
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Transform your employees into passionate disciples. Teach. Create apostles. Give people a calling, not a job.
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Deliver infinite growth having your customers talk about you, exclaim you and tell their friends and colleagues about you.
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