Archive for vision

Business Not As Usual: The Most Important Thing to Do Now to Prepare for an Uncertain Future

Now’s the time to plan for the new normal when we’re back in business. Things are different now and will be different then. Expectations are different. And your modus operandi had better be different if you want to retain, recapture, and attract customers.

Do it now. Create—or update—your strategic plan.

Now’s the time to look around and get in touch with the new competitive landscape. So much has changed and is still changing. Especially customer expectations. Like it or not, it’s true—a privilege once granted becomes a right that’s expected.

Even if you have a strategic plan in place, there’s no doubt it will need a massive re-imagination as the competitive landscape has experienced an earthquake with numerous aftershocks (many still to come) resulting from the COVID-19 pandemic.

In a nutshell, strategic planning identifies the purpose of an organization (vision and mission), what it will do, how it will perform (goals and measurable objectives), and under what terms it will operate (values).

It specifies baseline capabilities as well as real or potential constraints that may exist or be placed on an organization, delivering a set of goals and requirements to achieve desired outcomes. A strategic plan enables an organization to establish direction and priorities while focusing on the critical actions necessary to implement and achieve the mission. A strategic plan improves resource utilization, reduces redundancy, and allows an organization to both create stability and seek opportunity.

What are your competitors offering? What are consumers expecting? For grocery stores, delivery and curbside pickup are the new normal. For wineries, free shipping is the new normal. How will you stand out from the competition and stay true to your brand?

Start with SWOT

Revisit that SWOT analysis you did or create one now. What are your Strengths, Weaknesses, Opportunities, and Threats in this new business landscape? Are there strengths in your customer base, market position, products, sales channels, or profitability? Are there weaknesses in your financial resources, staffing, or competitive vulnerability? Are there opportunities to enter new markets, form alliances, pursue M&As, and launch new products? And how are the threats surrounding the economy, lack of financial resources, loss of key staff, and more aggressive competition affecting you?

With this information at hand, you can answer these four key questions.

1) Why does this organization exist?

This can be answered in the refinement of the organizational vision, mission, and values, which define the purpose and function of the organization.

2) What should be the major work of the organization?

This is answered in the development of strategic goals, which are based on the critical issues and needs facing the organization.

3) How will the work of the organization be completed?

Here’s where we drill down to department-level objectives. Your strategies and tactics will be developed with specific details of implementation written in an action-planning format with SMART goals (specific, measurable, achievable, results-focused, and timebound).

4) What are your staffing, budget, and financing needs?

With all the departmental needs defined and quantified, we round them up to a centralized plan with an organizational structure and budget. If your financing is not at the required level, there are two solutions: either decrease the plan to a level you can afford or raise the capital required to achieve the full plan.

Together Yet Apart

You may be thinking, “But we can’t all get together to do this, and I can’t imagine a daylong ‘meeting’ online.” Well, true. Capiche is working with a model that uses the Zoom platform in shorter sessions—I’ll outline below.

Using breakout ‘rooms’ and collaboration tools, this format has the potential for even better outcomes than a daylong marathon session.

For example, at the first session, you can complete the SWOT analysis and set the stage for what’s to come. Each of the following sessions could focus on answering one of the four questions outlined above.

These shorter sessions are easier for your team to schedule since they can participate from their own home. You’ll find that you can keep things moving, interesting, and completely interactive with skillful use of the many online communication tools available. I’ve found a comprehensive review of these items in a recent blog post by Lucid, and I selectively use these tools to enhance processes and outcomes. They include:

  • collaborative document editors
  • simple sticky-note applications
  • dedicated group brainstorming and decision-support software
  • virtual design spaces and visual management tools

These tools make the process easy and FUN! Actually, it’s way better than spending a day or two cooped up together in a room slogging through the typical process.

For each of the Zoom planning sessions, I like to use this format—and it works both in-person and online:

  1. Discuss topic context and background.
  2. Engaging in individual brainstorming during which each person writes their ideas on separate notes.
  3. Share ideas with the whole group—posting to the group space.
  4. Group or cluster underlying concepts.
  5. Enable voting on priorities.
  6. Create a working draft.
  7. Determine next steps.

Get Started Today

Capiche is currently working with organizations remotely with great success, and we can do the same for you. Let’s get started on your organization’s new strategies for success as we all find our way toward the future. Call 541.601.0114email, or use our contact form today.
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Mt. Ashland Creates Its Brand from the Inside Out

Mt. Ashland

Why Your Culture Comes First

Your culture is your brand; your brand is your culture. The two are one and the same—inextricably intertwined. It’s where marketing, positive psychology and innovative business practices intersect. And it’s the common denominator in successful companies. Virgin Atlantic, Apple, Google, Harley Davidson, BMW and Autodesk all have strong brands and strong cultures, and all are wildly successful. I’ll bet you can name one or more in your industry.

Anyone who has been through a branding process knows the hardest part of branding isn’t coming up with a logo or tagline. It’s getting to your company’s DNA (what is at its heart)—its values, vision, passion and purpose. That’s your culture. When you get to that, you can create your brand.

Yes, this is a revisit of a previous blog post, but it’s a topic that’s particularly important to me now. It’s more relevant than ever as my Mt. Ashland—and I say my because I am a season pass holder, a board member and chair of the Community Outreach Committee—begins its 51st year with a rebranding.

Here’s an outline of what we are doing and best practices you can use in your own organization:

1. Define Mt. Ashland’s DNA.

What this means is we have defined its culture, values, vision, passion and purpose. It is real, honest and yet still a little aspirational. This is important because a brand must be rooted in reality with room to reach toward the future. Clearly defining an organization’s culture is the first step in building a brand.

2. Bring the brand to life with words.

What are your key messages? How do you communicate values, vision, passion and purpose? These words will shape all communication and will serve to be a barometer for each and every business decision. Because Mt. Ashland says it’s a steward of the environment, it will look for ways to reduce energy use and landfill waste as well as protecting the Forest Service land it operates on.

3. Create a visual identity with graphics, colors, photos and video.

Thanks to an in-kind donation from Lithia Auto Stores, we are working with their world-class marketing team. They have taken on the graphic design element of rebranding. We saw the first logo design suggestions yesterday—amazing!

4. Live the brand.

This is the hardest part. This is where most organizations fall short. Creating and embodying your unique company culture is how you answer the phone. It’s how you interact with others on the team and everyone who comes into contact with your organization. It’s whom you hire. And it’s how you bring them on board. It’s what you base EVERY business decision on.

Medford Mail Tribune Article on Mt. Ashland

Click here for a recent Mail Tribune article on this topic.

Building the culture/brand is everybody’s business, and companies that understand that have a real advantage. That’s why it’s crucial to engage your employees in your branding process, asking them to help define your values, vision, passion and purpose. Getting their input and buy-in is critical to the success of your brand. You all need to get behind the same values, vision, passion and purpose. It’s vital to creating a cohesive, productive and engaging workplace.

You will also be asking all your constituents to weigh in on what defines your company DNA. This means clients, subcontractors, other team members and influencers. Asking and listening to your constituents (and employees) is a natural way to build trust and take your relationships to the next level. This is marketing and management brilliance.

Mt. Ashland accomplished this with a community survey that was distributed widely and completed by more than 1,200 area residents. Mt. Ashland is listening to the public and making adjustments to the ski area based on their input. The aspirational part of the DNA is based on satisfying public desires for the ski area.

Good to Great and Tribal Leadership Book CoversThe realization that happy workers drive business success is sweeping the world, and the research keeps growing. Researchers at Harvard, University of Pennsylvania, University of California at Riverside and Oxford University are leading the pack. Bestselling management books Good to Great and Tribal Leadership credit a shared company vision and purpose. A company with a vision has a higher purpose beyond just money, profits or being number one in a market, and this important element separates sustainable profitable companies from the rest.

Are you seeing a connection? The “great” companies build their brands around their values, vision, passion and purpose, which guide the company’s culture. The two are inextricably intertwined.

When your people are living your brand, their personal values are in synch with the company’s. They are happier and more productive—and they are your best ambassadors. Involve them from the start, get clear on values, vision, passion and purpose, walk the talk, and enjoy your success!

If you are ready to get going on your company culture and brand, give me a call at 541.601.0114 or email me at chris@capiche.us. Let me help you uncover your own unique culture and brand to propel your organization forward. And let’s have a great time doing so!

Think You’ve Got Your Marketing Ducks in a Row?

Marketing Ducks

Lessons in Branding Across Industries

If you were close to my place at Christmas, you would have heard a big whoop of joy as I learned Cracker Barrel was pulling Duck Dynasty items from its shelves—not because of the backlash from Phil Robertson’s anti-gay and racially charged comments. I was elated because Cracker Barrel said the comments were incongruent with company values. What a terrific display of a company living its brand. “We operate within the ideals of fairness, mutual respect and equal treatment of all people. These ideals are the core of our corporate culture.”

Their values and ideals were not just words on a page but the barometer for all business decisions. That’s how an organization needs to operate to authentically live its brand. Imagine my disappointment when the 625-location chain announced one day later they were keeping the merchandise because of customer outcry. They lost my business on principle. They weren’t true to their brand—how could I trust them to be true to me?

Defining your organization’s brand—the sum parts of its values, vision and passion—is critical for your organization to do its work with integrity. And what’s an organization without integrity?

Defining your brand enables your organization to do business in a way that is congruent with expectations—yours and your customer’s. A well-defined brand enables your organization to authentically present itself to the world and your clients.

You don’t hire an ad agency to “make up” your brand; you unearth it. It’s what you are made of—your DNA. Once you’ve defined your brand, you can put words, colors, fonts, logos, photos and text to it. That’s where most organizations stop. To have a successful brand, you need to take the next step: live it.

How does one live their organization’s brand? First, base every business decision on the brand values, vision and purpose. Cracker Barrel had good intentions but then caved in to financial pressures. Fortunately, most brands aren’t tested in the wake of public scandal. Most brands quietly serve their company values, vision and purpose.

It’s easy to live your brand when you’re a Mom and Pop business because you are your brand. As organizations grow, defining and living one’s brand must become intentional.

Culture guru and Zappos.com CEO Tony Hsieh learned this the hard way. While building his former company, LinkExchange, he and his coworkers were on top of the world. They were having a ball at work—every day. Yet as the company grew, Hsieh wasn’t hiring people with the same values, vision and passion. The brand and experience of work was compromised. After selling to Microsoft for $265 million, he vowed to stop chasing money and start chasing passion—which is where the über-successful Zappos comes in. Zappos operates within its company values. Sometimes that means making decisions that aren’t money-making. For example, Hsieh moved the company’s headquarters to Las Vegas and invested more than $300 million of his own money to revitalize downtown—in keeping with the value of “Embrace and drive change.”

What if you aren’t a billionaire with a multibillion-dollar company? Can you still define and live an authentic brand? YES. It happens in every industry in every region. Organizations are catching on to the benefits—both intrinsic and financial—of standing firm in vision, values and purpose.

Salt Lake City architectural firm CRSA’s mission is to create “designs that enrich lives and create community.” Principal Fran Pruyn says, “We attempt to create a culture of great people, great places, great practice. This means we have a firm culture that enriches lives and creates community.”

Centerville, Utah’s Ascent Construction considers its brand the external perception of its internal culture. Cynthia Remine of business development says, “Our brand has evolved in the past few years to a more relationship-based culture and is less financially focused. We learned that if you focus on the core aspects of building better relationships, financial success naturally follows, as does a more fulfilled and balanced personal and professional life.”

I’d call this is the gold standard for professional services firms. Nothing fancy, outrageous, or difficult—but clearly not the norm.

What makes your organization’s brand unique? How do you embody it? Encourage your team to live it? Contact me at 541.601.0114 or chris@capiche.us. I’m collecting examples of brands in action. Tell me about yours.

Holiday Festivities Showcase Inspiring Leadership

Last week, I was invited to take part in a local client’s holiday festivities (and I mean festivities)! I am so grateful that I could say yes because it gave me a better understanding of why this company is successful.

During this generous and genuine flutter of festivities (dinner theatre at the Oregon Cabaret Theatre, followed the next day by fun games, gift-giving and a brunch at the Ashland Springs Hotel), I got an even better picture of this company’s culture and leadership. The attendees included corporate office staff, regional theatre managers and several key advisors/vendors including the company attorney, accountant, Coke rep and me. What an honor for me!

This was a time of great happiness and celebration, with much praise and recognition for the years’ accomplishments along with a strategic vision for 2012. I was impressed with the loyalty and desire to perform that this leader has inspired in his team, with many of them being part of the company longer than 5 years, and some for 10, 15 and 20 years.

This leader inspires his team by leading with his own core values of integrity, loyalty, concern for others, accountability and fun. When he learned about my work with the Science of Happiness at Work and the Performance-Happiness Model, he engaged me to work with the corporate team to increase happiness and productivity. Since then, he’s told me that this work has paid off in various ways. In his words:

“Christine has helped me become a better executive. I’m a better listener and I’m handling stress better by realizing when to let things go that I can’t change. During this time of extraordinary challenges in the entertainment business, Christine has helped us come to a common vision, function as a team and communicate better using a shared language. This has made a difference in bringing organization back into the company,” according to John C. Schweiger, chairman and CEO, Coming Attractions Theatres, Inc.

This is the most gratifying thing I can hear. My mission is to spread the Science of Happiness at Work to the masses, helping businesses and organizations create a competitive advantage while doing the right thing for their workforce. Greater profits and doing the right thing DO go hand in hand. Email or call if you’d like a free consultation on what your organization has to gain in terms of happiness and profits.

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