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Only for the Bravest and Most Successful
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
1824 or 2012
Somewhere in the West or in a Company Near You.
Adapt, Change or Die
Driving Change
Change for Change Sake is bad
“There is nothing wrong with change, if it is in the right
direction.” – Winston Churchill
Agents of Change
Leaders
Type of Change Agents
Clock Changers & Lions
Clock Changers
Or
. . . the other guys
Be a Clock Changer
Be a leader
Noticeable Assets
• Problem Solvers, not problem seekers
• Change agents for the process
• Cheerleaders who reinforce goals
• Seam operators
Why People & Companies Fail to Drive Change Needed to Win
The BIG Five
Reasons We Fail
1. Fear
Be a beginner
Reasons We Fail
2. Tension Healthy debate is good.
Reasons We Fail
3. Radical Transparency
Elephants are fun to kill
Reasons We Fail
4. Risk
No one is going to die
Reasons We Fail
5. Promises
Let’s do lunch
How its Suppose to Work
Make my Order
Give Up Some Cash
Delivered Fresh
I’m Not Lovin’ it!
Clowns Lie
What is a Promise?
Mutual Conditions of
Satisfaction
Basic Components
• The Customer
• The Performer
• The Action Cycle & 4 Phases
Pretty simple in theory
26
The John Madden View
The Action Cycle
PromisePromise
The Customer The Performer
Phase I Phase II
Phase III Phase IV
27
The first step. . . Phase I
The Action Cycle
In the beginning…
PromisePromise
The Customer The Performer
OFFER
28
The Second Step. . .Phase II
The Action Cycle
PromisePromise
The Customer The Performer
AGREEMENT
29
One More. . .Phase III
The Action Cycle
PromisePromise
The Customer The Performer
PERFORMANCE
30
Bringing it home. . .Phase IV
The Action Cycle
PromisePromise
The Customer The Performer
DELIVERY & ACCEPTANCE
31
Connected by YOUR promises
What are your promises to the Company?
Ask Yourself
Why are you in this game?
Who are you? Your 118
What shall you look like?
Brand
Horses. . . cows
and promises delivered
Do it Right
Stand for something
Online or offline
Principles only mean something
when they are inconvenient
Think Big, Act BIGGER• Drive Change Everyday
- More than Film
• Size does not matter- Main Street vs. Wall Street
• Ready, Fire, Aim
• Change is painful but. . .
Cause Tension
• Don’t settle
• Create competition
• Stir it up
• Why?
Rules to Remember
• Mood
• Rule of thirds
• Change the questions
• Make it better in the new place
Try some new things
After all, . . .
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
The others
Ugly, not so smart
Me
Smart and branded
Everyone needs an enemy
• Battle Brings out their best• Educate and lead• Anticipate problems before they arrive– Quantify and qualify– Compare– Decide
Be a dog soldier.