Brian Solis has written an exceptional book entitled, “The End of Business as Usual,” in which he raises several critical points about how business leaders will need to evolve and adapt their mindset and approach to meet the evolving needs of consumers.
Steve Woodruff and I were so intrigued by these insights that we asked Brian if he’d Guest Host Leadership Chat one night, and he graciously said, “yes!” Please join the three of us tomorrow evening, December 13th at 8:00 pm Eastern Time on Twitter as we delve into:
1. The Culture Code
Brian gets at the heart of culture as a true market differentiator when he shares, “Customer-centricity, or getting closer to customers, is often the focus of many executive meetings I attend these days. The question always arises, ‘How can we use new media to get closer to customers?’ The answer is, change. Any organization that focuses on operations, margins and efficiencies over customer experiences (emphasis mine) will hasten the erosion of market relevance…
It’s not just about communicating with customers; it’s about showing them that listening translates into action within the organization to create better products and services and also foster valuable brand experiences and ultimately relationships with customers.”
Creating an organizational culture that fosters this emerging mindset requires a focus on values, communication, and executives who genuinely “walk the talk.” Brian’s insights fully align with what I recently heard from CEO Connection members who stated, “Culture is the only sustainable advantage.”
2. The New CEO – Chief Experience Officer
Given the points made in #1 it’s easy to see how Brian believes the CEO’s evolving role now includes being Chief Experience Officer:
“To compete for the attention, business and loyalty of the connected customer, a new type of CEO is needed…” Brian mentions Tony Hsieh of Zappos, Steve Jobs, Michael Dell, Richard Branson, Starbucks’s Howard Schultz and Best Buy’s Brian Dunn as, “an elite club of executives who are designing businesses to create unique customer experiences. It is these experiences that unite connected customers and increase the market for earned relevance. Their vision looks beyond the operation of the business. They strive to bring to life the future they see.”
Brian goes on to make a very bold and insightful observation that is critical for CEOs, and many marketers, to comprehend:
“The new CEO invests in the culture of the organization, benchmarking performance against the opportunity, not the competition. By default, competing for the future succeeds competition while also focusing on a higher mission and purpose.”
If you’re a regular reader here at Visionary Leadership, then you understand why I couldn’t be happier to hear Brian express such strong beliefs!
3. Leading an Adaptive Business
Ultimately, Brian defly explains how leaders must become adept at creating and leading adaptive businesses, where the business evolves with conditions “so effectively that it ultimately becomes predictive or able to see opportunities or threats before they present themselves.”
As Brian goes on to say, “an adaptive business makes sense of data – transforms it into intelligence it can act upon and evolves its people, process and technology to be able to respond in real time. The goal starts with aspirations of new relevance and eventually develops into market and thought leadership.”
Brian is not only as brilliant as he sounds, he is one of the nicest gentlemen in social media. You won’t want to miss this unique opportunity to learn from him and to tap into his experiences! Steve and I look forward to welcoming him – and all of you – to Leadership Chat tomorrow evening. See you then! ~
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