0

I suspect many, if not most industries, know there’s an elusive brand promise customers have been requesting for a long time that no competitor has figured out yet.

Or maybe a competitor HAS figured out how to deliver the brand promise, but it can’t do it profitably, efficiently, or consistently.

One competitive response is to try to explain to customers why they don’t really need what they think they need. Alternatively, competitors may try to convince customers they don’t really want to buy the elusive brand promise they say they want to buy, no matter how vehemently the marketplace may say otherwise.

A bold competitor, however, will heavy up with tremendous intensity and deliver the incredible, elusive brand promise in a truly disruptive fashion.

10xMoreEffort

What type of competitor are you going to be?

One that drags its feet?

Or the competitor that drags all the other competitors kicking and screaming into a new market reality.

Of course, you know what the RIGHT answer is! – Mike Brown

 

If you enjoyed this article, subscribe to the free Brainzooming blog email updates.

Looking for a Successful Innovation Strategy to Grow Your Business?
Brainzooming Has an Answer!

Brainzooming Outside-In Innovation Strategic Thinking Tools eBookBusiness growth can depend on introducing new products and services that resonate more strongly with customers and deliver outstanding value compared to what’s currently available.

Are you prepared to take better advantage of your brand’s customer and market insights to generate innovative product ideas? The right combination of outside perspectives and productive strategic thinking exercises enables your brand to ideate, prioritize, and propel innovative growth.

Download this free, concise eBook to:

  • Identify your organization’s innovation profile
  • Rapidly deploy effective strategic thinking exercises to spur innovation
  • Incorporate market-based perspectives into your innovation strategy in successful ways

Download this FREE eBook to turn ideas into actionable innovation strategies to drive your organization’s comeback!





Download Your Free  Outside-In Innovation Strategic Thinking Fake Book




Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

More Posts - Website

Follow Me:
TwitterFacebookLinkedInPinterestGoogle Plus

Continue Reading

0

At the 2016 Brand Strategy Conference, Antonia Dean, Director – Marketing, Brand Development, & Strategy at The Estée Lauder Companies covered the strategic thinking ideas behind creating an entrepreneurial environment in a large company. In her role, Antonia Dean focuses on incubating acquisitions and top-secret new product concepts.

The charge for Dean’s organization at ELC Ventures is to develop ideas to shake up Estee Lauder and the cosmetics industry. Moving as fast as the company’s fastest competitor demanded an entrepreneurial approach. Her experience has uncovered multiple ideas for how to create newness and build an entrepreneurial culture and spirit within an established parent organization.

Antonia-Dean

16 Strategic Thinking Ideas for Creating an Entrepreneurial Environment Inside Your Company

Dean related her internal entrepreneurship (or “intrapreneurship”) lessons in three areas of strategic thinking: building the team, creating the culture, and defining success.

Building the Team

  • The first step in team building is identifying the rights tasks requiring entrepreneurism. Not all business areas need or want an entrepreneurial approach and the upsides (and challenges) that come along with a cultural force that can run counter to the rest of the organization. If there is not an overwhelming upside to intrapreneurism, do not try to bring those functions into the team.
  • Relative to specific team members, the successful entrepreneurs in an established organization are not necessarily the individuals the organization typically promotes because of following the rules. They are not the people achieving the longest tenure. The people you want in a start-up inside an established organization are always making up their own steps. They possess the talents, determination, and persistence that an organization cannot successfully constrain.
  • A great way to check for an entrepreneurial attitude is to ask prospective team members if they believe in the internal start-up’s cause and what attracts them to it. Ask them to provide concrete examples of when they devised creative solutions.
  • Intrapreneurs need their space in more ways than one. Not only do they need freedom from organizational policies and procedures, it is ideal to get them away physically from the rest of the organization. A separate office is ideal to provide greater latitude.
  • Mix people up across departments and functions. You need to get the right combinations of people working together, not isolated within an area of functional expertise.

Creating the Culture

  • Make it clear and entrepreneurial initiative within a bigger organization is completely different. It’s a great time to ask what about the parent organization was once positive but not persists without providing value or helping accelerate the entrepreneurial cause. Get rid of these things.
  • When creating the new culture, think “lowercase b.” This is not BIG business with the standard procedures. Cultivate a fail fast AND fail cheap attitude. You need to be able to come up with ideas and launch them with little overhead and investment so you do not stick with a bad idea too long because of sunk costs.
  • Enforce a VIP list, i.e., keep participation in the new venture exclusive. Do not let individuals from the main organization attach themselves or intrude unnecessarily, or you run the risk of slowing the entrepreneurial venture’s pace. Over-involving internal experts also leads to sanitizing ideas and adding unnecessary costs.
  • Do not automatically copy your boss on emails about the entrepreneurial venture, just to be safe. Doing so simply takes up time for others and invites unnecessary activities.
  • Extend and shape the culture by going out into the market to experience what is happening. It defeats the purpose to setup an intrapreneurial organization that does not bring in outside influences.
  • Expect turnover in the team. When you are protecting the culture, people that do not fit will become apparent and be gone soon.

Defining Success

  • Adopt the attitude of working “out of the basement.” A strong question to challenge significant resource requests is, “If we were starting this out of mom’s basement, would we spend this money?”
  • Make friends with failure. Accept the bare minimum to move forward and be ready to “fail cheap.” Do not expect or demand perfection when you only need directional answers to be able to keep advancing with an idea or concept.
  • Explicitly redefine success as something different from what success looks like in the parent organization. Put together the success recipe based on learning from failure and moving forward.
  • Repeat this mantra: “Rocky failed, but Rocky won. Embrace failure as a given. WE ARE GOING TO FAIL AT SOMETHING.”
  • Find and embrace the easy answers. You don’t know how to get a UPC code attached to a new product? Google for the answer instead of seeking out the internal expert. Not sure what the right marketing language is? Talk to your target consumers and see what words and phrases they use.

Antonia Dean’s strategic thinking ideas made it clear an entrepreneurial environment will not develop inside your company if you are too clingy to what has worked previously yet has grown stale and bloated. Start new, fresh, and lean, with a true appreciation for moving with speed, persistence, and a thick skin relative to failure!   Mike Brown

 

10 Keys to Engaging Employees to Improve Strategic Results

FREE Download: “Results!!! Creating Strategic Impact”

Results!!! Creating Strategic Impact Mini-Book

Leaders need high-impact ways to develop employees that can provide input into strategic planning and then turn it into results. This Brainzooming mini-book, “Results – Creating Strategic Impact” unveils ten proven lessons leaders can use to boost collaboration, meaningful strategic conversations, and results.

Download this free, action-focused mini-book to:

  • Learn smart ways to separate strategic opportunities from the daily noise of business
  • Increase focus for your team with productive strategy questions everyone can use
  • Actively engage stakeholders in strategy AND implementation success

Download Your FREE Results!!! Creating Strategic Impact Mini-book

If you enjoyed this article, subscribe to the free Brainzooming blog email updates.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

More Posts - Website

Follow Me:
TwitterFacebookLinkedInPinterestGoogle Plus

Continue Reading

0

Today at the Social Media Strategy Summit, along with Kaite Stover, Director of Readers’ Services at the Kansas City Public Library, I’m presenting a fun case study. The presentation is about how the Kansas City Public Library was able to “sponsor bomb” the 2015 Major League Baseball Playoffs and World Series with a book spine poetry campaign.

In short, the Library used images of multiple stacked books chosen so that the combined titles communicated messages to tweak the baseball teams (and the libraries in their communities) with pro-Kansas City Royals messages.

Sponsor-bomb-book-spine-poe

BTW, did I mention the Kansas City Royals are the 2015 World Champions? Just checking . . . wanted to make sure you knew that!

While The Brainzooming Group wasn’t involved in developing the social media strategy behind the World Series sponsor bomb, we’ve been working with the Library on branding and event strategy. Knowing how smart the social media strategy for the World Series sponsor bomb campaign was, we brought the story and the tremendous impact from the initiative to the attention of Breanna Jacobs, the Social Media Strategy Summit producer.

Kaite will cover the Kansas City Public Library social media strategy and implementation from start to finish. I’ll share lessons for other brands in how they might envision comparable sponsor bomb opportunities for their own brands.

Social Media Strategy – 5 Keys to Sponsor Bomb a High-Profile Event

If you aren’t with us in Chicago, here are the smart things the Kansas City Public Library did to make the strategy as effective as it was:

Here’s hoping the Royals go all the way again in 2016 so we can see what the Kansas City Public Library does with the next chapter of its book spine poetry sponsor bomb strategy!  – Mike Brown

Enjoy this article? Subscribe to the free Brainzooming email updates.

 

When was the last time you invested 45 minutes to check your social media strategy?

9 Diagnostics to Check Your Social Strategy

Is your social media implementation working as well as it can? In less than 60 minutes with the new FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you’ll have a precise answer to this question. Any executive can make a thorough yet rapid evaluation of nine different dimensions of their social media strategies with these nine diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social Strategy.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

More Posts - Website

Follow Me:
TwitterFacebookLinkedInPinterestGoogle Plus

Continue Reading

0

At a Brainzooming internal branding strategy workshop I was presenting, one attendee remarked about wanting more vision statement examples. From what she described, her company’s leadership had rushed to develop big strategy statements (such as a core purpose, vision statement, or mission statement), but was now rethinking its direction. She saw documenting as many vision statement examples as possible as a huge help to getting it right this next time.

Mountains-Vision

I suggested that instead of starting with a pre-defined list of big strategy statements her company needed, they should invest time in more thoroughly what mattered for the organization’s success and its intended direction. Only after that exploration, they could identify what types of statements (and the content of each) that would make sense.

6 Steps to Figuring out Your Company’s Big Strategy Statements

While I didn’t have time to spell out the steps other than writing down all the vision statement examples she would hear during the conference, here is a way to explore first and figure out the right big strategy statements you need afterward:

  1. Start with finding the right ideas that describe and represent your brand.
  2. Once you’ve found the ideas, begin identifying words and phrases that best capture the ideas in multiple ways.
  3. Now think about any other places where the words you are considering are used. What are the others words, phrases, and structures in these other locations? How might they fit in your situation?
  4. With this big set of words, add a dose of aspiration. If you super-sized what you want your brand to become and its description, what other words and phrases would you imagine as possibilities?
  5. Now add one more mega-dose of aspiration. If you used language that was so glorious and strong that your competitors would shudder, what would it be?
  6. Now that you have an even bigger set of language, start playing with combinations of words and phrases to describe your brand’s current situation and the difference you are trying to make (mission statement)future aspirations (vision statement), and reasons for existence (core purpose).

These steps will more readily lead to big strategy statements that work hard for your organization. THEN if you need to see some vision statement examples to put the finishing touches on what you’re doing, go ahead and do it. – Mike Brown

If you enjoyed this article, subscribe to the free Brainzooming blog email updates.

Mike-Brown-Gets-Brainzoomin

Learn all about how Mike Brown’s workshops on creating strategic impact can boost your organization’s success!

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

More Posts - Website

Follow Me:
TwitterFacebookLinkedInPinterestGoogle Plus

Continue Reading

0

I am in New York today delivering a Brainzooming branding strategy workshop on Engaging Your Internal Brand Team. The event is the Brand Strategy Conference. Our content addresses collaborative ways to strategically engage employees in creating and delivering the best brand experience.

Empire-State-Building2

The branding strategy workshop came about from talking to too many executives that think it’s okay to let employees in on branding changes at the same time (or even after) customers learn about them.

THAT is a horrific idea for delivering a great brand experience.

We will introduce a new Brainzooming Fake Book soon that includes the exercises we will cover in the branding strategy workshop.

Branding Strategy – Engaging an Internal Brand Team

Here are links to fourteen articles integrated within the workshop.

Identifying Opportunities for Employee Input on Branding Strategy

Collaborating with Employees to Enhance the Brand Experience

Supporting a High-Performing Internal Brand Team

Inviting Employees into Branding Strategy Conversations

Mike Brown

If you enjoyed this article, subscribe to the free Brainzooming blog email updates.

 

DInternal-Brand-Strategy-eBoownload Your Free Internal Branding Strategy eBook!

Are you looking for new, more effective ways to engage your employees in shaping and successfully carrying out your brand strategy? You need to download this FREE Brainzooming eBook, published with the Global Strategic Management Institute. You’ll learn three effective strategies to engage employees as an internal brand team.

Download Your FREE eBook! 3 Actionable Strategies for Engaging Your Internal Brand Team

 

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

More Posts - Website

Follow Me:
TwitterFacebookLinkedInPinterestGoogle Plus

Continue Reading

0

We are big fans of strategy statements incorporating simple language an organization uses to talk about its daily business activities. Strategy statements should not be filled with complex jargon that most people cannot understand or with generic language that could apply to ANY business.

Think about that for a minute.

If you develop strategy statements featuring the ultimate in complex yet generic MBA-caliber language, they will apply to any business even though your own people probably will not be able to understand it well enough to carry out the strategy.

THAT’S why we advocate a very different approach for our clients.

Group-Collaboration

5 Advantages of Strategy Statements with Simple Language

When you have simple strategy statements that sound like your organization communicates, we’ve seen and experienced multiple advantages:

  1. People throughout the organization can read them and understand what’s important
  2. The strategies are more credible and believable
  3. Your team members have a clear sense of how they contribute to implementing the strategy
  4. It will be easier for more employees to develop ideas and suggestions to help the strategy take hold
  5. It will be evident what the end result of the strategy should be

It’s worth a few minutes (if you haven’t done it recently) to crack open your strategic plan and read your strategy statements. If you weren’t involved in putting the strategic plan together, would YOU be able to understand the strategy statements? And do they sound like your organization?

If not, you can do better.

And we’d love to be the ones to help craft your strategy into actionable statements and language your employees are in a strong position to understand, embrace, and turn into results. Contact us to talk about how we can make that happen!  – Mike Brown

If you enjoyed this article, subscribe to the free Brainzooming blog email updates.

 

DInternal-Brand-Strategy-eBoownload Your Free Internal Branding Strategy eBook!

Are you looking for new, more effective ways to engage your employees in shaping and successfully carrying out your brand strategy? You need to download this FREE Brainzooming eBook, published with the Global Strategic Management Institute. You’ll learn three effective strategies to engage employees as an internal brand team.

Download Your FREE eBook! 3 Actionable Strategies for Engaging Your Internal Brand Team

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

More Posts - Website

Follow Me:
TwitterFacebookLinkedInPinterestGoogle Plus

Continue Reading

0

I’ll be presenting a Brainzooming workshop on internal branding strategy at the Brand Strategy Conference in New York, April 6-8. The workshop, while drawing on material from my Fortune 500 work, springs from multiple conversations at the 2015 Brand Strategy Conference. The discussions focused on when employees should be brought into branding strategy decisions.

The executives asking about and offering opinions on the topic tended to believe it was okay to advise employees about branding strategy decisions immediately after introducing changes to customers.

I was horrified by this viewpoint coming from senior executives because it is so strategically misguided.

3 Keys to Engaging Your Internal Brand Team

Internal-Brand-Strategy-eBo

One alternative to letting your employees know about a new direction in branding strategy after your customers is to view employees as an internal brand team. With that change in perspective, you introduce possibilities for engaging employee in shaping branding strategy. Even without revealing specifics to employees in advance, purposefully involving them in developing branding ideas opens up opportunities to familiarize employees with the direction and insights leading to a new branding strategy.

To complement the in-person workshop content, The Brainzooming Group collaborated with Breanna Jacobs at GSMI, the Brand Strategy Conference producer, to publish a new free branding strategy eBook called, “Engaging Employees as an Internal Brand Team: 3 Actionable Strategies.”

The eBook includes three strategic thinking exercises you can use with your internal brand team to invite collaboration, solicit input, and create early learning opportunities.

Download Your Free Internal Branding Strategy eBook!

If you can make it to the Brand Strategy Conference, I’d love to meet you and have you attend the workshop. If you can’t attend, get your free copy of the new branding eBook exclusively from GSMI and start collaborating more effectively with your employees to strengthen your brand and its experience for customers.  – Mike Brown

Download Your FREE eBook! 3 Actionable Strategies for Engaging Your Internal Brand Team

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

More Posts - Website

Follow Me:
TwitterFacebookLinkedInPinterestGoogle Plus

Continue Reading