Competence and Creativity
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The document discusses the need for businesses to focus on customer loyalty and creativity over competence in a changing business environment. It argues that competence alone is not sufficient for success when markets are saturated and customers control marketing. To earn loyalty, businesses must prove their own loyalty to customers by making their values align with customer bases and not abusing customer trust. The document also advocates for replacing competence with passionate, purposeful creativity and speeding corporate evolution to adapt to constant change.
Competence and Creativity
- 2. Sam Swaminathan From reason-based logic to chaos-based logic Splintering of social, political, and economic organization Collapse of producer-controlled consumer markets THE NEW REALITYTHE NEW REALITY
- 3. Sam Swaminathan Dissipation of hierarchies by email Miniaturization of time Breakup of mass consciousness into individual realities Emergence of situational lifestyles THE NEW REALITYTHE NEW REALITY
- 4. Sam Swaminathan THE NEW REALITYTHE NEW REALITY When the market has become supersaturated with products, when customers have taken control of the marketing equation, how do you create and sustain a business? By earning Customer Loyalty.
- 5. Sam Swaminathan How do you prove your loyalty to your customers? Not by pursuing customer loyalty, but by being loyal to your customers. CUSTOMERCUSTOMER LOYALTYLOYALTY
- 6. Sam Swaminathan CUSTOMERCUSTOMER LOYALTYLOYALTY In a customer-loyal world, your first concern is someone who purchased your product, because that customer is your best and cheapest billboard.
- 7. Sam Swaminathan CUSTOMERCUSTOMER LOYALTYLOYALTY In a customer-loyal world, you make your own value structure isomorphic with that of your customer base. Build that in, and loyal customers will come.
- 8. Sam Swaminathan CUSTOMERCUSTOMER LOYALTYLOYALTY Like every other form of loyalty in a particalized world, customer loyalty is as thin as the horizon. Abuse it once, and you have lost it for good.
- 9. Sam Swaminathan CUSTOMERCUSTOMER LOYALTYLOYALTY Prudential has always portrayed itself as the Rock, and rocks dont lie. When Prudential brokers knowingly portrayed high-risk investments as financial instruments for widows and orphans - they put their first red ball in the hat.
- 10. Sam Swaminathan FROM WORD OF MOUTH TO WORD OF MOUSE FROM BRICKS TO CLICKS
- 11. Sam Swaminathan CREATE A COMPELLING PLACE TO SHOP THE NEW VALUETHE NEW VALUE PROPOSITIONPROPOSITION
- 12. Sam Swaminathan THE NEW VALUETHE NEW VALUE PROPOSITIONPROPOSITION Share of Wallet Share of Stomach Share of Eyeball Share of Mouse Click
- 13. Sam Swaminathan In the face of change, the competent are helpless. Competent people have a predictable, reliable process for solving problems. They solve them the same way, every time, even when the problems are different! Change threatens competent people. CHANGECHANGE
- 14. Sam Swaminathan From STORE AUDITOR TO STORE AUGMENTER CHANGECHANGE
- 15. Sam Swaminathan INTERNET TIMEINTERNET TIME We cant wait for evolution: three million years to grow a lung, another twenty to learn to walk upright, sixty more to grasp a spear, ten more to light a fire. Peter Senge We need to speed corporate evolution.
- 16. Sam Swaminathan Conformity is the jailer of freedom and the enemy of growth. John.F.Kennedy Competent people are victims of their concept prisons.
- 17. Sam Swaminathan Tracking Inventory Warehousing and distribution Monitoring costs Beautifying brick and mortar Hiring and Training Separation Listening to customers Listening to employees CHECK YOURCHECK YOUR EFFORTSEFFORTS
- 18. Sam Swaminathan The predators are no longer pounding the pavement theyre polishing off your precious china! They recognize that in the midst of gut-wrenching change, steady competence impedes success. They replace competence with passionate and purposeful creativity. What Insurgents DoWhat Insurgents Do
- 19. Sam Swaminathan Nordstrom AN INSURGENTS STORYAN INSURGENTS STORY
- 20. Sam Swaminathan How Do You Hire?How Do You Hire? Hire and promote: First, on the basis of INTEGRITY Second, MOTIVATION Third, CAPACITY Fourth, UNDERSTANDING Fifth, KNOWLEDGE And, last and least, EXPERIENCE
- 21. Sam Swaminathan How Do You Hire?How Do You Hire? Without integrity, motivation is dangerous. Without motivation, capacity is impotent. Without capacity, understanding is limited. Without understanding, knowledge is meaningless. Without knowledge, experience is blind.
- 22. Sam Swaminathan Brought to you by Center for Creative Thinking http://www.ccthinking.com
- 23. Sam Swaminathan