Disruptive leadership product introduction four pillars of business july 2014 v2

FOUR PILLARS OF BUSINESS

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The Four Pillars of Business In business, no matter what’s produced or how it finds its customers, there are four main pillars which we can impact, influence and improve.

These pillars form the basis for all major strategic decisions.

By keeping these in front of mind when making decisions, we produce a well formed outcome, rather than a decision which may serve part of the business, and not another.

It also aims to ensure that we have a culture of innovation, so that the market never catches up.

Our culture: The culture is the ethos of the people within the organisation. It is the outcome of how the people within the organisation acted.

Culture doesn’t belong to the ‘company’. It belongs to each individual within the organisation. Each person plays their part in determining what the culture they are within will be.

One person may behave in a way which is very culture-positive. It may be ignored, or discouraged. It may be championed. Each of those decisions are moments when the culture is being determined.

The key is to hire and retain people who are prepared and able to take responsibility for this, and who won’t rely on others to maintain it.

We say, in our organisation, that people are either: Culture-negative; Culture-neutral; or Culture-positive.

We believe that only culture-positive people will help us improve our business and drive home what we want to achieve.

The culture is made up of many elements, with a focus on: The vision – is the vision of the organisation being fulfilled and fought for by the entire team?

The values – are the values being lived by the team? Do we hire, fire, and performance manage through these?

The standards – what personal standards of excellence does each member of the organisation abide by? Are these personal standards enough for us to succeed?

The expectations – what expectations do we have of each other? Do we communicate this?

Do we communicate this effectively? Do we speak up when a cultural expectation is being compromised? Do we champion great cultural successes?

The emotional aptitude – do the people in this organisation have the emotional aptitude to handle the challenges we’ll face pursuing our goals? Are they resilient enough for the tough times and able to lift when needed?

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Member experience: You may have ‘members’, ‘clients’, ‘customers’ or ‘stakeholders’. Whatever you call the people who purchase your thing, they have expectations that are often unstated and invisible, but vital for the relationship to continue and to flourish.

The member experience is built on five major elements – Belonging – everyone wants to know they belong somewhere. People will travel a long way when they know that when they get there, they will be treated as a valued member of that community.

Significance – people want to be ‘wowed’ and made to feel special. It’s not enough to belong, we also want to know we matter.

Make a difference – we also will stay if we know that we’re part of something that is making a difference. We love to know that we’re part of something bigger than us, and that because of our involvement, something special is being created.

Momentum – we love to be involved in a story worth telling. When there’s a character to admire and aspire to, all the better. We love to know we’re seeing the story unfold, as we’re in the story, so we’re entertained and emotionally satiated.

Content – lastly, we want to know that what we ‘actually’ purchase – the ‘thing’ – is awesome and different and unique and special. The more special the better.

Our marketing: Marketing is not advertising a product to get people to buy it, over and over again. It’s about creating a story with our market which is irresistible and then inviting people to be a part of it.

Marketing must be valuable content which helps people in that market.

Marketing is some basic steps, but it’s much more than this!

The lead magnet – the reason anyone would inquire with you. The ‘ethical bribe’ to entice someone to inquire further into your coolness.

The story – what unfolds next is the reveal of what solutions they want.

The offer – what you offer them to say yes to join you or purchase from you.

The upsell – the offer you have for them to become even more involved.

The repeat business – what you do so that they want to come back, again and again.

The referral – they’re not just clients, but raving fans who recommend you to others.

Our innovations:

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The market is always saturated with discounters, competitors watching you for what they can copy, and imitators.

Being one of them is not the place to be. You’re then stuck competing on price.

Whilst the market is crowded with sameness, you need to be innovating the next disruption that no one saw coming.

A disruption is the thing which changes the game. The idea is not be one of the many, where brand differentiation is difficult, but to create your own movement, where you are the brand.

THE FOUR PILLARS TO BUSINESS SUCCESS

OUR CULTURE

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OUR MEMBER EXPERIENCE

OUR MARKETING

OUR INNOVATION

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