jeff hayzlett - istrategy chicago 2012
TRANSCRIPT
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Only for the Bravest and Most Successful
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WARNING:
To the naysayers, opportunists, and obstructionists who stand in the way
of driving change and progress in any organization
Note: WE WILL BEAT YOU
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1824 or 2012
Somewhere in the West or in a Company Near You.
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Adapt, Change or Die
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Driving Change
Change for Change Sake is bad
“There is nothing wrong with change, if it is in the right
direction.” – Winston Churchill
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Business Leadership
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Agents of Change
Leaders
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Clock Changers
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Be a Clock Changer
Be a leader
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Noticeable Assets
• Problem Solvers, not problem seekers
• Change agents for the process
• Cheerleaders who reinforce goals
• Seam operators
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Why People & Companies Fail to Drive Change Needed to Win
The BIG Five
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Reasons We Fail
1. Fear
Be a beginner
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Reasons We Fail
2. Tension Healthy debate is good.
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Reasons We Fail
3. Radical Transparency
Elephants are fun to kill
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Reasons We Fail
4. Risk
No one is going to die
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Reasons We Fail
5. Promises
Mutual Conditions of Satisfaction
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How its Suppose to Work
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Make my Order
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Give Up Some Cash
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Delivered Fresh
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I’m Not Lovin’ it!
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Clowns Lie
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What is a Promise?
Mutual Conditions of
Satisfaction
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Basic Components
• The Customer
• The Performer
• The Action Cycle & 4 Phases
Pretty simple in theory
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The John Madden View
The Action Cycle
PromisePromise
The Customer The Performer
Phase I Phase II
Phase III Phase IV
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The first step. . . Phase I
The Action Cycle
In the beginning…
PromisePromise
The Customer The Performer
OFFER
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The Second Step. . .Phase II
The Action Cycle
PromisePromise
The Customer The Performer
AGREEMENT
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One More. . .Phase III
The Action Cycle
PromisePromise
The Customer The Performer
PERFORMANCE
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Bringing it home. . .Phase IV
The Action Cycle
PromisePromise
The Customer The Performer
DELIVERY & ACCEPTANCE
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Ask Yourself
Why are you in this game?
Who are you? Your 118
A Passion for Pheasants
What shall you look like?
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Brand
Horses. . . cows
and promises delivered
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Do it Right
Stand for something
Online or offline
Principles only mean something
when they are inconvenient
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Cause Tension
• Don’t settle
• Create competition
• Stir it up
• Why?
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Rules to Remember
• Mood
• Rule of thirds
• Change the questions
• Make it better in the new place
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Try some new things
After all, . . .
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Walk the Talk• Objective: Drive Sales
(repeat best seller) with great content and marketing
• Engage fans/content• Drive Earned Media &
Buzz• Represents the brand
• New, different, cutting edge- content and methods
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The others
Ugly, not so smart
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Me
Smart and branded
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In good company.