One + June 2011 - (Page 19)
IN MY PREVIOUS POSITION AS A CORPORATE PLANNER, THE CULTURE WAS A BIG ISSUE. HOW DO YOU CHANGE THAT NEGATIVE CULTURE?
Changing a culture is a big question and not quickly answered. However, I will make a couple of comments on this subject. The ﬁrst comment is that culture is something that has to be managed from the top and changing it requires leadership and management. If the leadership at the top are not prepared to do that, then it is not going to happen. Having said that, I would say a good place to start is to identify what type of culture you want. It is like a lot of things, if you focus on what you have got, then you will get more of it! Any good doctor will tell you that focusing on your illness does not help your progress. Focus on what you want to become. Many organizations cannot quantify exactly what culture they want or need for their business and industry. The big question should be, what sort of culture would get the best out of our people and attract
>> Paul Bridle
Asks the Experts
the customers? For people within the business, it is hard to inﬂuence the culture, but it does not mean that as an individual you need to accept the culture either. For example, if talking behind people’s backs and bad mouthing them is part of the culture, you do not need to indulge in these activities as well. That would be adding to the culture. Be clear who YOU are and what YOU stand for. A big subject with a lot of aspects to it, but thanks for your question, and I hope this helps.
He believes that if you get this right in your own mind, then you can “create advertising that informs, delights and reminds your target customers. You can communicate your value in a way that touches their minds and their emotions.” He left me with a simple warning, “Don’t brag and then try to ﬁgure out how the heck you’re going to pull it off. This will end badly.”
WHAT IS THE BEST WAY TO ADVERTISE?
I asked Donald Cooper, who has a wealth of experience in marketing business. He was blunt in his response. “You could take a two-year course on advertising, but most of what you really need to know is this...advertising is creative bragging,” he said. Cooper says that businesses confuse an advertising problem with having a “value problem.” And his solution was concise. “Create and consistently deliver outstanding products, services and experiences that ‘grab’ your customers, clearly differentiate you from your competitors, make you ‘famous’ and grow your bottom line,” he said.
Paul Bridle is an information conceptualizer who has researched effective organizations and the people who lead them for 20 years. He writes and speaks on his research and business trends. Reach him at info@paul bridle.com.
Table of Contents for the Digital Edition of One + June 2011
One + June 2011
Energy of Many
Paradigm Shifts, Part I
Ask the Experts
Recognizing Individual Excellence
Art of Travel
Plan It Forward
Running on Defaults
The New Mobile Workforce
World Wide Open
Progress Through Technology
Step by Strategic Step
Tame Social Media Chaos
Meeting Against Meat
Re-Designed for the New Rules of Engagement
Making a Difference
Until We Meet Again
One + June 2011