Jan 31, 2014

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Have you become too predictable? I do some part time lecturing on law as a way of giving back to the next generation. I was preparing for this mornings tutorial and it struck me "There is a fine line between predictable and repeatable" Let me explain.... Brands and business need to develop a repeatable business model with repeatable processes to ensure consistent delivery of values, ideas, products and services. As a consumer I want to be able to depend on you. It is this dependability that builds trust and loyalty. However... It is a fine line between a desire to be repeatable and a mindset of predictability. Predictability means that You stop improving You struggle to cope with change You stop delighting me rather than pleasing me You play it safe rather than take calculated risks You become a commodity rather than giving me a reason to purchase. I was thinking about this in relation to coaching ( I like to coach in thinking rather than lecture or teach...semantics I know but it is always about approach!) It is about developing a repeatable way of learning that works whilst still maintaining the interest and desire of the group. Being repeatable demands higher thinking so that you don't allow repeatable to become predictable. It comes down to this.... Frameworks, boundaries..allow you to be confident that what you say will be what is delivered. The way you deliver needs constant improvement, constant little tweaks to keep moving forward. Great questions to ask yourself, your brand, your team, your company....is Are we creating a repeatable process? So we never let anyone down. Are we ensuring that repeatable never gets in the way of delighting our customer? Do we truly know what should be repeatable and what risks becoming predictable?
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Show 471 - 5 Steps to A Moment of Clarity The Engaging Brand podcast covering social marketing, business ideas and brand marketing tips has a new episode. Anna Farmery speaks to Mikkel Rasmussen about Moment of Clarity a new book from Harvard Business Press. I love the premise of this book which argues that "traditional problem-solving methods taught in business schools serve us well for some of the everyday challenges of business, but they tend to be ineffective with problems involving a high degree of uncertainty." The role of philosophy in business. Have we a 'problem' in business problem solving. How to approach uncertainty caused by new technology, now products, new competitors. How uncertainty is often seen problem when it is an opportunity and how to unlock the potential of the business opportunity. Heidegger on the importance of language in defining a problem. How to reframe the question to a phenomena so what toys do children play with to what role do toys play in childrens lives. How to collect the right kind of data - out in your marketplace and NOT numbers. Then how to choose trends from which to create products that solve the actual consumer problem. How Intel use sensemaking internally to understand what the problem is with your business. How to develop sensemaking skills. How living with consumers online is not the same as seeing them in their environment. The case studies and papers can be found at Red Associates. And finally the listener of the week is Jonas Parker who left an iTunes review and was chosen from all the people who have shared about the show this week - a goodie bag is on it's way to you to say a BIG THANK YOU! I love to hear your thoughts so email me, anna@theengagingbrand.com, join me on twitter, Google+ or Facebook...love to hear your opinion and ideas. How you can listen to The Engaging Brand 1) You can listen on your PC now without downloading any software just click hear to listen to the latest marketing podcast 2) You can subscribe to the show via iTunes or 3) If you use a different podcatcher then you can subscribe using the following RSS Feed You can now also find it on Stitcher Radio

Anna Farmery

Social Marketing Architect, Speaker, Author and in spare time completing PhD on the future of the social business model

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