February 29, 2016
When a dog bites a man, the world doesn’t suddenly sit up and take notice. After all, dogs unfortunately are known to occasionally bite people.
But when a man bites a dog that’s different. It surprises people. No one expects it. It creates shock value.
It gets noticed and talked about as a bizarre incident.
Organizations today have difficulty carving out a unique and remarkable place for what they do in people’s minds.
They are more common than stand-out.
Their value propositions could be interchanged with their competitors and few would notice any difference.
They all market more to the masses and give little attention to the special needs of the individual.
The majority compete by trying to offer lower prices than their competition because they can’t talk about value differences.
And, driven by the “coolness” of what technology can do, they push products and services at the market hoping they will resonate with someone.
Winning doesn’t come from being the same as others. It doesn’t result from copying best practices. It doesn’t result from being in the herd.
Success in the face of stiff competition and an unpredictable environment comes from “biting the dog” - providing value that people want coupled with surprise, outrageousness and noticeability.
6 ways you can bite the dog…
1. Refuse the temptation to go along the path travelled by the crowd.
2. Go in exactly the opposite direction to the established practice of the day.
3. Do something outrageous that draws an “OMG!” from observers and a disdainful smirk of admiration from traditional pundits.
4. Attack order of magnitude change rather than try to achieve modest incremental steps of progress. “Go big or go home” applies here. Small steps yield unnoticeable acts.
5. Invite mountains of criticism from your bite the dog act. The more negative remarks the more free advertising benefits you receive. If no one reacts negatively, you have to wonder if your move was bold enough.
6. Study contrarians; those individuals who have a track record of introducing weird creations in the market. If you want mentors to copy, follow the outlandish ones.
It’s all about attitude.
If you are content to be a member of the herd, so be it.
But if you want to be special and do remarkable things, you have to bite the dog and live with the consequences.
There’s no other way.
- Posted 2.29.16 at 07:16 am by Roy Osing
February 22, 2016
Does your marketing department carry it? Your advertising folks? Public relations?
Sure, these people on these teams influence what leadership THINKS your brand should be.
What it should feel like when executed in the market.
They create a brand strategy that defines what the organization SHOULD be in order to meet a particular strategic goal.
But your brand is ultimately carried by the people that touch your customers everyday.
This is where the “brave brand idea” is turned into a “crude deed”.
This is “the coal face” where good intentions are met, exceeded or where customers are left unsatisfied.
Where intent turns into action.
Where logic is transformed into feeling.
Brands are created and carried through consistent ACTION and BEHAVIOUR, not audacious hope.
- Posted 2.22.16 at 04:38 am by Roy Osing
February 15, 2016
There are so many people out there talking about so many things. The airwaves are cluttered with opinions and advice.
Subject matter “experts” abound on every topic.
Who do you listen to? Who do you believe? Who do you trust? Who do you follow?
And how do you recognize when someone is “blowing smoke” at you and feeding their own ego?
My advice is to be guided by individuals who have had a rich and long career actually “doing stuff”.
People who have demonstrated achievements in the areas that intrigue you.
People who have implemented successful strategies in an environment of organizational politics, cultural impediments and the “wars” of competition.
Be wary of those who merely postulate what should be done based on text book doctrine alone.
Theory is not always a trustworthy beacon for what works and what doesn’t work in the real business world.
Just because theory says it is the right thing to do doesn’t mean it is. There are too many variables that can never be explained by theoretical doctrine.
Look to people who “have been there” for guidance. These are people who have learned that a minor portion of theory with a major dose of practicality is the formula for success.
Looked for those who have a track record of failure.
Don’t get mesmerized by the “blue oceans”.
There aren’t any.
They are “sorta blue-grey” or “dirty blue-green” in reality. And they need to be treated as such.
Find someone who talks simply.
Who has a stellar record of achievement.
Who exudes trust. Who speaks passionately.
Who has winning and failing stories to tell.
Who is a teacher looking for a student willing to learn.
- Posted 2.15.16 at 04:37 am by Roy Osing
February 11, 2016
Yes they do.
But it’s an uneasy restless sleep.
How can they possibly have a blissful restful sleep?
Their organization’s future is unclear.
They are under attack.
They lose customers every day.
They must take decisions with no guaranteed successful outcome.
They have people’s lives in their hands.
Their journey is unfinished.
Do they balance work and personal life?
It’s a nonsensical notion.
- Posted 2.11.16 at 06:27 am by Roy Osing