who are millennials and how to communicate with them

Which is your strategy to address the upcoming generation of consumers and leaders?

GENERATIONS

Tatjana Mamula, NLP Master, November 2015

MARKETING 3.0

PRODUCTS CLIENTS BRANDS VALUES

MANAGEMENT

2000s - 2010 Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan (2010) Marketing 3.0., John Wiley & Sons, Inc., Hoboken, New Jersey


Value matrix

MIND

SATISFACTION

PROFITABILITY

BE BETTER

HEART

ASPIRATION

RETURNABILITY

DIFFERENCIATE

SPIRIT

COMPASSION

SUSTAINABILITY

MAKE A DIFFERENCE

MISSION

VISION

VALUES

CO

RP

OR

ATI

VE

INDIVIDUAL a

Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan (2010) Marketing 3.0., John Wiley & Sons, Inc., Hoboken, New Jersey


Four Highlights

• “I want it fast and I want it now” • Premium on speed, ease, efficiency and convenience in all transactions.

• “I trust my friends more than ‘corporate mouthpieces” • Definition of an expert has shifted from someone with professional or academic

credentials to potentially anyone with firsthand experience, ideally a peer or

close friend.

• “I’m a social creature both online and offline”

• “I can make the world a better place” • A generation taught to recycle in kindergarten wants to be good to the planet

and believes that collective action can make a difference.

Source: Christine Barton, Jeff Fromm, Chris Egan (2012), “The Millennial Consumer: Debunking Stereotypes”, Boston Consulting Group:

https://www.bcgperspectives.com/content/articles/consumer_insight_marketing_millennial_consumer/


MILLENNIALS


MILLENNIALS IN THE DIGITEL ERA

Millennials Collaborative learning. Sharing stories with their peers. Multitasking. “do it by themselves” & “comfort

zone”. Relevant Interactivity. Engagement. CREATIVITY. INNOVATION.

Challenge.

Educators MLearning. Gamification. Video as a learning medium. Nano-learning vs. Mini E-

Learning. Storytelling. Coaching. Measurable. HUMOR. FEEDBACK. PERSONAL LEARNING.

Design thinking.


http://www.masmi.rs/millennials-way-of-e-learning-and-communication-in-the-digital-era

http://www.masmi.rs/millennials-way-of-e-learning-and-communication-in-the-digital-era/





















8 HBR ARTICLE Jeanne C. Meister, Karie Willyerd


Millennial leaders

Master paper in NLP

Leading by example

Asking questions

Active listening

Bringing responsibility to a lower level

Mutual trust in the team (tribe)

Humor/creativity/risk

Feedback

MANIK RATAN Tatjana Mamula, NLP Master, November 2015

NLP modeling millennial leader skills

in change management

The advanced NLN modeling method for three successful and one unsuccessful change management strategies – delegating, time management , introduction of innovation – Sample: millennial leaders who lead their teams in small, medium-sized, and

large companies.

– Chosen millennial leaders also represent the managerial cultures defined by Charles Handy:

http://www.managementstudyguide.com/charles-handy-model.htm

∞ Athena – goddess of war, a symbol of a project organization, dominant in consulting companies, marketing agencies, and innovative companies

∞ Apollo – culture of procedures and rules

∞ Dionysius – culture in which an individual as a creative being has freedom to develop his or her idea, such as artistic companies or studies, universities

∞ Zeus – culture dominated by one person, most frequently the founder or owner

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Persons who have resources: Athena, Apollo,

Dionysius

A person who needs resources: Zeus

Key content (resource description): change

management (delegating, introduction of innovation,

time management)

Key content (resource description): change management

(delegating, time management, introduction of innovation)

Key signs:

At lower NLN imply action steps and behavioral

models such as active listening, asking questions,

focused on problem solving. At higher NLN levels,

they are willing to step out of their comfort zone,

explore, test, plan, and share with their team (tribe)

their ideas, projects, beta-versions, as well as their

values and vision of future. They trust them. For them

it is normal to act as leaders without a title. Their

main tools are feedback, acknowledging

communication through creative expression and

humor, story-telling.

Key signs:

Hides emotionality using rigid behavior in communication

with colleagues (like a machine), which leads to

misunderstanding and mutual dissatisfaction. Higher NLN

levels indicate that such a person is turned to oneself, own

achievements, goals, and visions of future. Understands

own shortcomings in development of self and the team. At

lower NLN, does not take action steps so that this behavior

could be changed, but remains within the comfort zone

where he/she has proven to be the best and where it is the

safest. This is reflected on the whole team which does not

have clear plans.

Body posture/ gestures:

They gesticulate with their hands, their posture is

stable, body straight, relaxed when talking, open for

conversation

Body posture/ gesticulation

Gesticulates a lot, slumped posture, look slightly drifting

away, sometimes losing direction and non-focused

Eye position: Visually constructed, visually

remembered

Eye position: in internal dialogue, as if wondering where

he/she belongs and why he/she does it the way he/she does

it

SUCCESSFUL MODEL STRATEGIES UNSUCCESSFUL COUNTER-MODEL STRATEGY


Predicates: Confident, self-reliant, calm, achieved,

successful, wiling to help, brave

Key words: I share experiences with others, courage,

change, it can always be better, of course it is possible,

creation through creativity, personal contribution to the

community, deliberation, achievement, optimism,

measuring results

Predicates: Most confident about self, do not trust

colleagues. Zeus goes to the very end, does not give up!

Zeus competes with himself and with others!

Key words: The best. Everything is on me. My boss is my

role model. I work to financially secure myself and my

family. I sometimes yell at my colleagues, I don’t trust

their work.

Meta model:

Deletion (indefinite verbs) – work on personal skills and

new knowledge, continual learning, placing self in new

situations

Generalizations (necessity) – I do not react impulsively

but I inquire, analyze, take a position, and share my

example

Generalization – If people want to survive in the

contemporary world, they need to work on themselves a

lot.

Meta model:

Universal generalizations – Now I am a machine. I used to

be romantic.

Distortion (cause-consequence) – I started suspecting I

ask complicated questions as my colleagues do not listen

to me.

Key cognitive patterns: General picture, creativity,

determination, planning steps, measuring results, and

monitoring work of the team

Key cognitive patterns: Details, comparisons with the

boss, focus on own results, the team is of secondary

importance

Representative systems Representative systems

Sub-modalities:

They see a clear picture of the future. They are doing fine

in such future. They see exactly what they do and who

with they do it.

Sub-modalities:

Kinesthetic, internal dialogue, from morning till night with

the same duties, procedure, and does not have a clear

view to the future

SUCCESSFUL MODEL STRATEGIES UNSUCCESSFUL COUNTER-MODEL STRATEGY


13

Meta-programming patterns: Direction of activities –

towards, focused on future, see larger picture

Meta-programming patterns: Direction of activities – from

Manner of doing: proactive

When describing an ideal team leader, they see the

largest area for own improvement in constant learning,

innovation, and getting self out of the comfort zone.

When describing colleagues on the team, they are

associated and use perceptive positions

Manner of doing – reactive

When describing an ideal team leader, sees the largest

area for own improvement in motivating others,

calmness, planning, and charisma.

When describing colleagues on the team, as if they are

million years away, as they present a barrier (obstacle) to

him.

Source of motivation – internal Source of motivation - external

Look for similarities Looks for differences

Action area – general picture and details Action area – details

Persuasion strategy – They believe that everything they

do is but one stage in development of self, team and the

company. They understand this as a process where the

roles of team members are important through feedback.

Persuasion strategy – starts with a strong feeling that it is

good and that what he/she does is good, ends with a

strong feeling that he/she has not done well and that

others do not understand him/her. Sticks to procedures

and appreciates feedback less than the team.

Attention directed to – others Attention directed to – self

Working style – cooperation Working style - autonomous

Time focus – presence, future Time focus – past

Time perception – through time Time perception – in time

Chunk size – inductive, deductive Chunk size – inductive

Collection of information – intuitive types Collection of information – sensor type

Reaction on stress – choice Reaction on stress – emotions

Organization – focus on people Organization – focus on the process

Opportunities Procedures

Evolution Constancy

SUCCESFUL MODEL STRATEGIES UNSUCCESSFUL COUNTER-MODEL STRATEGY


1. Transition – exit from the comfort zone (fear of changes)

2. Innovation (introduction of innovation) in work through reframing

3. A look downwards from higher perceptual positions on the vision and purpose

Transfer strategiess and action steps

MANIK RATAN


Drawings by Gaša


Coaching style of the 21st century leader

16

Drawings by Gaša featuring Pixpired http://pixpired.com/

→ Leadership is a necessary factor in the strategic organizational change aimed at increasing creation of new and useful ideas by employees, as well as their implementation within the company.

→ Using influence, relationships, and strategic behavior, leaders may inspire, support, streamline, and evaluate creativity of their employees, which results in competitiveness of the organization in contemporary business environment.


Contribution of coaching style of the leader

Drawings by Gaša featuring Pixpired http://pixpired.com/


1/26/2016

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