Small Business Leaders Struggle with the 3-Legged Stool: How to Overcome

Like most entrepreneurs and small business owners, you likely have a long list of things that get shoved off to the back burner waiting for another day or week when there is more time. The trouble is, more time never actually arrives, right?

Today is no different from yesterday and tomorrow will look much the same. You only have 24 hours in a day. When it comes to time, there is no aristocracy of wealth. Genius or laziness is not rewarded or punished with any more time.

The 3-Legged Stool

3-legged-stool of operations - promoting value - delivering value - balanced personal life - Delightability LLC.

Every small business owner struggles with maintaining balance among these areas:

  • Maintaining a smooth operation – invoicing customers, paying expenses, having good procedures in place to prevent business breakdown and wasting resources
  • Delivering value – providing to customers whatever your business does as its core offering, i.e., products, services, and support
  • Promoting value – performing the sales, marketing, and business development functions to ensure 1) prospects know your business exists; 2) customers understand your value and provide you with validation; and 3) employees, partners, and customers stay engaged.

Stop Letting Your Personal Life Suffer

The person sitting atop a well-balanced 3-legged stool has the opportunity for a personal life. Chances are you’re not very good at all three legs of the stool. In a large company you have the benefit of departments to focus on activities related to the different legs of the stool. That probably isn’t the case in your small business where you have to spread your time, talent, and attention across sales, marketing, account payable, human resources, product development, etc. Even if you are good in all areas, you’ll struggle with the limited time available. When the legs of the stool get out of balance or become all-consuming then you and your personal life get sacrificed or worse, topple to the ground. Business performance then also suffers. We’ve all been there.

Five Things to Overcome the Struggle

  1. Recognize the need to slow down: sometimes you need to slow down in order to speed up. It is true when hiking up a steep trail and it’s also true in business. As a now deceased friend has taught me, “Make time to linger.” R.I.P. Donald Marsh.
  2. Revisit your operation: perhaps you need new operating mechanisms that could prevent snags in the business operation that if left unresolved will end up consuming resources. As a start, begin to identify where your time gets wasted. If you don’t know, begin monitoring your own time over the next week or month. Identifying the workarounds could be a place to fix first. If you have employees, they’ll know these rough spots.
  3. Stay on course: your energy spread in too many directions can fatigue you and crush personal and business performance. Be deliberate on your destination and script the critical moves needed to get there. Read the Destination Postcards article for an exercise that can bring discipline to charting a course and then staying true to that course.
  4. Confront reality: mind the uncomfortable gap you have between your current performance and expected performance. Focus on key areas and find acceptable discomfort for what you’ll not work on in the near term.  You cannot do it all, so find some peace in accepting that. See Business Performance Continuums exercise.
  5. Force multiply through others: recognize that you cannot do it alone. It is difficult to involve somebody else in your projects and business, especially if you already feel overwhelmed. But, chances are you’ve wasted more time agonizing over how to start a project that another person would have completed by now, if you engaged them. There is plenty of talent available to help you in whatever your endeavor is. More talent on the team can come in many forms: full-time or part-time, employee or alliance with a service provider. At Delightability, we are a virtual marketing department serving clients’ needs, providing both consulting and creative services. Whether small or large projects, every one of our client engagements involved busy business leaders, like you. But, remember what our clients have now come to realize, namely, that you don’t get the benefits of a strategy not implemented.

Write that down on your wall or whiteboard and revisit it often, “You don’t get the benefits of a strategy not implemented.” Eventually, you’ll do something different to close your uncomfortable gap across the 3 legs of the stool while at the same time getting your personal life to soar.

about the author

Gregory Olson is a business and marketing consultant, author, and speaker. He founded strategy and design firm Delightability, LLC. with the belief that if you delight customers then success will follow. He believes that we all have the potential to do better, as individuals, organizations, and entire nations.
image of Greg-Olson-Managing Director of Delightability and author of Experience Design BLUEPRINTGregory Olson’s latest book is L’ impossipreneurs: A Hopeful Journey Through Tomorrow, a light-hearted and deadly serious book about a brighter future where we live more meaningful lives, governments invest in people and sustainable progress, and technology serves humans.

Greg also authored The Experience Design Blueprint, a book about designing better experiences and then making them come true.

Stuck in Low Gear? Time to Shift.

Have you ever dismissed something straightaway because you knew it to be false? Or, have you parroted something you heard because you were certain in its truth? Of course you have; we all have.

Whether it is fact or fiction if it reinforces our beliefs then we strengthen our views, digging our heels in further. And, if it doesn’t strengthen our views then we summarily dismiss it, like a filter protecting us from noxious air. Researchers refer to this phenomena as the “backfire effect.” It is even more pronounced when the new information challenges an especially emotional or long held belief. For a depth reading with examples on WMDs, Stem Cell Research, and Climate Change, see this document.

Reluctant to Change

No matter the issue, whether politics, environment, economic, or social justice and whether it is far away or something local, we are often stuck in low gear when it come to acceptance of new truths. And, it seems that we are reluctant to shift.

But, shift is what we must do. Recognize that change for change sake is not good. The logical fallacy of Appeal to Novelty (that which is NEW! is better) is as deeply flawed as its cousin, Appeal to Tradition (that’s the way we’ve always done it so it’s the best).

Progress Requires Change

Whether you are a champion of change or the status quo you must accept progress inherently requires change. But, how do you react when change is afoot? Jeffrey Moore documented well in his 1991 book, “Crossing the Chasm” that each of us self segments on an axis of risk aversion. It is a classic technology marketing read. Before him, Everett Rogers discussed the same concept in his 1962 book, Diffusion of Innovation. This line of thinking is where we get the widely used terms, “early adopter,” “laggard,” etc. This is easy to think of in terms of technology adoption.

Impossipreneurs Face Multiple Barriers

But, technology isn’t the only hurdle we face as change agents, entrepreneurs, and as a society. As I outline in my latest book, L’ impossipreneurs: A Hopeful Journey Through Tomorrow, once an entrepreneur overcomes technology hurdles, they must still face head-on, the political, social, and culture opponents who oppose their success and who would rather see things stay exactly as they are. This is true whether the agent of the new, was Nikola Tesla, Helen Keller, Franklin Delano Roosevelt or is the entrepreneur of today, especially the social entrepreneur. Welcome to the term, impossipreneur.

Backfire Effect Near and Far

The backfire effect  is part and parcel to the opposition faced by the bringers of the new and those who dare surface the truth. If you have a tough time grasping this concept, envision trying to ensure voting rights and fair elections, an inherently nontechnical challenge rife with political opposition. Or, think of the social and cultural barriers you’ll face in introducing safe medical and burial practices to villages grappling with the Ebola virus. The backfire effect is alive and well, near and far.

Competing Narratives

Each of us has a visceral reaction to the headlines we scan and soundbites we hear. Some anger us and some make us feel sad. Fewer by design make us happy and still fewer cause us to think deeply. Consider your reaction to what you are hearing and seeing today. What narrative are you tuning into? Are you tuned into a narrative that desires to keep things as they are or one that seeks progress? See related post about the history of regimenting minds – Mind Hajacked: A Brief History of Propaganda.

Truth Doesn’t Care About Feelings

Consider at certain points in history, it was deemed that the sun revolved around the earth and that the world was flat. New ideas and models challenged those “truths” of the moment. Do you think you would have supported these novel ideas and gone against the tide of the times? The funny thing about the truth is that it doesn’t care about your beliefs or feelings. Newton’s Universal Law of Gravitation applies to you even if you choose not to believe in it. Truth has a funny way of surfacing even as others attempt to suppress it.

Reaching Our Potential

Whether we champion the new or hold onto the status quo we should do so on merits of truth, not because it’s new, tradition, or fits our current views. Resist the soothing temptation of the backfire effect. Find solace in the truth and upgrade your thinking. Imagine the possibilities when, as a society, we are able to overcome the backfire effect. Think of the authentic dialogue and meaningful connections that would ensue. It’s at that time that we will free ourselves to live in to a higher potential. I hear the gears a whirring; perhaps it’s time we shift.

about the author

Gregory Olson’s latest book is L’ impossi preneurs: A Hopeful Journey Through Tomorrow, a light-hearted and deadly serious book about a brighter future where we live more meaningful lives, governments invest in people and sustainable progress, and technology serves humans. Greg also authored The Experience Design Blueprint, a book about designing better experiences and then making them come true.

image of Greg-Olson-Managing Director of Delightability and author of Experience Design BLUEPRINTGregory Olson founded communications strategy and design firm Delightability, LLC. with the belief that if you delight customers then success will follow. He believes that we all have the potential to do better, as individuals, organizations, and communities, but sometimes we need a little help.  Gregory also serves as a volunteer board member for Oikocredit Northwest, a support association for social and impact investor, Oikocredit International.

3-Funnel Diagnostic; Fixing What You Cannot See

Marketing Funnels - More than oneYou see a model that is so simple that it can’t possibly apply to your unique situation. That’s what most people believe. It is also the reason why most humans (and business leaders in particular) struggle to learn from others. But, people like you do learn; this article is for you.

The 3 Funnels is the Key to Organizational Longevity

No matter the size or type of your organization, you’re subject to the 3 funnels – there is no escape. Effectively navigate the 3 funnels and never run out of cash and you’ll be a going concern forever. The 3 funnels are (left to right in the image above):

  1. The exposure funnel where you turn suspects (A) into prospects (B);
  2. The adoption funnel where you turn prospects (C) into cash generating customers that are using your product or service (D);
  3. The retention funnel where you turn customers (E) into loyal advocates (F) that help you attract more prospects, in turn reducing your marketing expenses related to the exposure funnel.

Leaky Funnels and Blocking Covers

Limited flow through any of these funnels negatively impacts your organization. The funnel shape implies that there is a slowdown; people enter the top and then take a while to get out through the bottom. No matter how perfect your organization you won’t have 100 percent throughput. Some customers never make it through the funnel. It can be as though the funnel is leaky or has a cover that prevents people from entering. You don’t want to be a board member, executive leader, or manager that makes decisions that in effect, limit the flow through the funnels. Don’t be your own competitor.

3 Funnel Diagnostic

If you want to spark some authentic dialogue in your organization then pull together a team and perform a 3 Funnel Diagnostic.

  1. First, build a report against the 3 funnels to show how many people are at each of the stages. Can you do this?
  2. Secondly, discuss all of the activities that your organization is involved with in moving people from initial suspect all the way through advocacy. No doubt you discover organizational performance gaps. Understand the customer journey.
  3. Thirdly, discuss what barriers are preventing people from entering each funnel or making it all the way through. By doing this, you’ll surface where people get stuck and the reasons why. I guarantee you that the reasons will be more attributable to your organization’s own performance gaps as opposed to your competitors doing a far superior job. This is especially evident in industries where customer satisfaction is low industry-wide.

Have a Better Conversation

Let’s face it, in most organizations the discussion around the sales or marketing funnel is overly simplified and dominated by whichever department is more influential at the time. But, that isn’t the most productive way to run a business. When sales and marketing are not working cooperatively together then customers and would-be customers suffer. Not long after that the business suffers.

A better conversation centers around your customer and the steps (touchpoints) they go through from first learning of your product, service, or company to becoming a loyal advocate. Three distinct funnels best represent this metamorphosis from suspect to prospect to customer to advocate. Sure, it is easier to dumb things down and create a single simplified funnel. But, imagine your accounting department or bookkeeper only had a single account as opposed to a full chart of accounts. You’d have an accounting nightmare and subsequently a tax nightmare. That is no way to run a business.

Evolve your conversation around sales and marketing funnels and your business will evolve, too. Proposing such a 3 Funnel Diagnostic will take some courage. But, you have courage, right? Want some assistance? Get in Touch.

about the author

Gregory Olson authored The Experience Design Blueprint, a book about designing better experiences and then making them come true. Chapters in the book that especially pertain to this article include:

  • Chapter 3: Who is in the Sandbox?
  • Chapter 8: The Promise Delivery System
  • Chapter 11: Barriers to Innovation and Overcoming the Wall

Gregory Olson’s latest book is L’ impossi preneurs: A Hopeful Journey Through Tomorrow, a light-hearted and deadly serious book about a brighter future where we live more meaningful lives, governments invest in people and sustainable progress, and technology serves humans.

thumbnail image of author Gregory OlsonGregory Olson founded strategy and design firm Delightability, LLC. with the belief that if you delight customers then success will follow. He believes that we all have the potential to do better, as individuals, organizations, and communities, but sometimes we need a little help.  Gregory also serves as a volunteer board member for Oikocredit USA, a support association for social impact investor and international financial cooperative, Oikocredit International.

Avoid Event and Launch Fail by Thinking in Three Zones

Conventional thinking says showing up is half (or 80%) of being successful. This is rubbish. If you just show up, you’ll not like the results. Even if you do, others will not. Showing up isn’t good enough for things that matter. Imagine a news anchor “just showing up” or a keynote speaker, actor, executive, job applicant, bride or groom, sales executive, or you. Showing up might be okay for insignificant things like cleaning your garage or drinking coffee in your pajamas while reviewing pre-breakfast social media trends. But, most of us aim for bigger moments in life. And in those moments we’ll want to do more than show up. Here is some secret sauce to make the most of moments that should matter.

Think of Big Moments as Events

No matter what you are working on it can be represented as an event that completes at a point in time. The exception to this is a program. Programs by definition are ongoing as opposed to projects which are finite in duration. Programs can be thought of as a series of connected projects.

The Point in Time

If you are working on planning an event the point in time becomes obvious. It’s the moment that eventually arrives. After all, you’ve put it on the calendar and probably invited people. But, less obvious are things like product launches, website launches, design of new services, communications, strategic planning, assembling a team, creating a movie, going on vacation, or moving to a new location.

The Big Moment

So, we have this point in time where your, we’ll call it “big moment”, completes. Let’s unpack that moment. There is the time leading up to your big moment as well as the time that follows. And of course your big moment covers a span of time as well. For an event that might be an hour or a few days in the case of a trade show event. So, really we have three periods of time, or time zones.

Three Time Zones

As it turns out, anything you’re working on has these three time zones. If you are mindful of the preparation leading up to the big moment then no doubt when your big moment arrives it will be smoother, higher quality, more engaging, and more likely to yield the results you want. And, when that happens the time zone following your big moment will be likely involve sharing, celebration, reflection, and more opportunity.

Ignorance is not Bliss

But, ignore any of the time zones and you are leaving much to chance. Imagine the best trade show ever (or family reunion). Of course you’d love to have pictures to relive the memory of where you connected with your best customer (or cherish the memory of when your favorite Aunt was still alive). Well, to have those pictures to reflect upon, somebody somewhere would have had to think to secure a photographer or provide instructions to many people to take pictures and later share. Without that forethought, the event would unfold in time and the opportunity to take pictures will evaporate along the way. Time marches on whether you are prepared for it, or not.

Make the Most of Your Big Moments

To make the most of your big moments, whether you are working alone or alongside a team, think in three time zones. What needs to happen ahead of the event, during the event, and following the event.

Zone I – Readiness

Most things of any significance cannot be accomplished alone. Things to think about in the readiness zone include:

  • Who needs to be prepared?
  • What information will be needed? How will we get it?
  • What is the sequence of actions leading up to the moment?
  • What can be completed ahead of time?
  • What communications need to be created?
  • What deadlines to we need to be aware of?
  • Who can help accomplish all of this?

Zone 2 – The Moment

Project yourself ahead in time to the big moment and answer the following questions:

  • Who is the intended audience and what will be their context?
  • What experience do we need to create for them? (See CH 1: What is an Experience?)
  • What will ensure the experience unfolds as planned?
  • Should we aim for remarkable, unbroken, or generous? (See CH 6: Aiming for Remarkable, Unbroken, and Generous Design)
  • Who will be on point for different activities?
  • Will we capture the moment in pictures, sound, or some other medium?
  • Who will keep us orchestrated?
  • What could go wrong and how will we mitigate?

Zone 3 – The Follow

After the big moment completes there is the tendency to rush to the next thing. But, here is a case where slowing down now can actually help you to speed up later. Follow-up, debrief, and apply what you just learned so that you can positively impact what’s next. Some of the things to think about here include:

  • What should be the follow-up with our audience(s)?
  • What did we learn and how will we apply it?
  • Who can benefit by our sharing?
  • Did we or can we still gain validation?
  • How could this event be even better next time?
  • Was it worth it? Shall we repeat it?
  • What should we adjust going forward?

Summary

If you want to make your big moments matter then you’ll need to imagine yourself in each of three zones before they actually unfold in time. Thinking about what will need to happen in each zone and having conversations with others who will be involved will make the difference between an memorable event that makes a big impact and a lackluster event where people simply showed up. A couple of other guiding principles to keep in mind are:

  1. A task unclaimed is a task undone;
  2. Inspiration has expiration so best to get started soon;
  3. Show visible progress to keep motivated and moving forward;
  4. Checklists are good insurance against overconfidence

If you are working in a team then introduce the three time zones into your business vernacular. Those big moments that await you will notice the difference along with your audience and the team that played a part in making it all happen.

about the author

Gregory Olson authored The Experience Design Blueprint, a book about designing better experiences and then making them come true. Chapters in the book that especially pertain to this article include:

  • Chapter 2: Make the Customer Come Alive
  • Chapter 6: Aiming for Remarkable, Unbroken, and Generous Design
  • Chapter 8: The Promise Delivery System
  • Chapter 11: Barriers to Innovation and Overcoming the Wall
  • Chapter 13: Taking Flight

Gregory Olson’s latest book is L’ impossi preneurs: A Hopeful Journey Through Tomorrow, a light-hearted and deadly serious book about a brighter future where we live more meaningful lives, governments invest in people and sustainable progress, and technology serves humans.

thumbnail image of author Gregory OlsonGregory Olson founded strategy and design firm Delightability, LLC. with the belief that if you delight customers then success will follow. He believes that we all have the potential to do better, as individuals, organizations, and communities, but sometimes we need a little help.  Gregory also serves as a volunteer board member for Oikocredit Northwest, a support association for social and impact investor,Oikocredit International.

 

Mid-Year Business Performance Tune-up: 7-Step Action Plan for Leaders

Automobiles, machinery, and precision instruments at times need to be tuned and calibrated to ensure performance. Life and business have similar demands. If you aren’t concerned about performance then whatever you’re doing is adequate. But, periodically in your life and in your business you’ll want to re-evaluate strategies that are misfiring, products and services that seems amiss, a launch that falls short, an identity that isn’t working, communications that don’t connect, recognition that is absent, etc.

When there is an uncomfortable enough performance gap, then you’ll do something different. This is true in life and in business. Mid point in a calendar year is a natural point to reflect on the first half and project forward what you’d like to have happen by year-end. You may have a similar cycle with your financial planner and dentist. But, what about the rest of you and your business?

There are plenty of tools and conversations you can use. The key is to start. Once you begin it is easier to keep going and pretty soon you’ll be closing the uncomfortable gap just as you avoid toothaches and worse with periodic checkups and cleaning.

Here is a 7-Step Action Plan for a Business Performance Tune-Up

  1. Revisit your strategic imperatives for the year – what were the big bets for the year and are they paying off? Didn’t really have any solid strategic initiatives? Now would be a good time to establish some. Get clear on the destination: where are you going and what does success look like? See related post: Make Work Feel Like Vacation
  2. What have you learned and how can you apply it? Consider both the business landscape and the customer ecosystem. Organizational immaturity and old habits and patterns may get in the way of identifying and leveraging the talent and resources available in the business landscape. Also, if you don’t have personas to represent your various stakeholders now would be a good time to prioritize their development. Personas provide representative profiles for a customer base and other stakeholders too, e.g. investors, employees, partners, etc. As a design tool, they are a powerful way to visualize and communicate behaviors, goals, wants, needs, and frustrations.
  3. Get clear on your audiences and priorities: what promises will you make and keep and to which audiences? Make visible your Promise Delivery System for each of your stakeholders. The Promise Delivery System is a closed loop system that revolves around an audience and includes strategy, delivery, validation, and learning. You have a Promise Delivery System for each stakeholder that is served as well as those who serve. This is the subject of CH 8 in the Experience Design Blueprint.
  4. Define deliverables: what will you produce and deliver to keep your various promises? Think products, services, events, campaigns, programs, and communications.
  5. How does all of this line up against the calendar? What will be your day-to-day operational reality? What will your organization invest its time and resources into?
  6. Establish operating mechanisms: how will you stay on track and maintain your Promise Delivery System? What will be the rhythm and pace of the organization? Revisit your operating mechanisms and calendaring processes and events to ensure excellence in execution. Create an operating mechanism to capture ideas that may come at inconvenient times. Also, create an operating mechanism to evaluate and advance ideas. These are important to maintain (or establish) a culture of innovation.
  7. Revisit your performance metrics. How are you keeping score? If any of your metrics are irrelevant, modify them. If something is working well and appears to be a bright spot, then do more of it. Dial-up the activities that drive desired metrics. Stay focused on those areas where you have uncomfortable gaps between current performance and desired performance. See related post: Business Performance Continuums. Identify experiments you can run to test ideas for value. These represent quick trips around the Promise Delivery System.

You wouldn’t be comfortable flying in a commercial airliner that doesn’t receive maintenance and performance tuning. Your business is no different. Don’t let you customers, employees, and partners suffer through an under-performing business, especially when many of them would love to be engaged in a solution path to higher performance.

“Drive thy business, let not that drive thee.”

Benjamin Franklin
Author, Printer, Scientist, Musician,
Inventor, Satirist, Civic Activist,
Statesman, and Diplomat
(1706 – 1790)

Ben Franklin said it well, “Drive thy business, let not that drive thee.” Leadership sets the tone and begins the conversation. If you’d like some brainshare and assistance shoring up your strategy and designing deliverables to accompany that strategy, then please contact me.

about the author

Gregory Olson authored The Experience Design Blueprint, a book about designing better experiences and then making them come true. Exercises and mental models in the book will build your confidence and competence in envisioning better possibilities and then making them come true, whether you are working alone or alongside a team. Chapters in the book that especially pertain to this article include:

  • Chapter 2: Make the Customer Come Alive
  • Chapter 3: Who is in the Sandbox?
  • Chapter 8: The Promise Delivery System
  • Chapter 9: The Neighborhood
  • Chapter 11: Barriers to Innovation and Overcoming the Wall
  • Chapter 13: Taking Flight
  • Chapter 14: The World of Work has Changed (see Glimpse)
  • Chapter 15: From Argh to Aha!

Read The Experience Design Blueprint on Kindle or any device using the free Kindle Reader application or read the full color print edition.

Gregory Olson’s latest book is L’ impossi preneurs: A Hopeful Journey Through Tomorrow, a light-hearted and deadly serious book about a brighter future where we live more meaningful lives, governments invest in people and sustainable progress, and technology serves humans.

thumbnail image of author Gregory OlsonGregory Olson founded strategy and design firm Delightability, LLC. with the belief that if you delight customers then success will follow. He believes that we all have the potential to do better, as individuals, organizations, and communities, but sometimes we need a little help.  Gregory also serves as a volunteer board member for Oikocredit Northwest, a support association for social and impact investor, Oikocredit International.

Unbroken Experiences: Exactly What We Need At Times

This post has been adapted from CH 6: Aiming for Remarkable, Unbroken, and Generous Design in The Experience Design Blueprint.

elevator imageNo matter your title or role you are involved in customer experience. As a consumer yourself, sometimes you just want things to work. They don’t always need to be remarkable; they do need to be reliable, predictable, dependable, and above all unbroken.

Examples include the checkout line at the grocery store, driving in traffic, filling a glass of water from the tap, sitting down on a chair, walking up steps, riding your bicycle, riding in an elevator, making a phone call, returning a product, getting warranty service, filing an insurance claim, visiting the dentist, starting your car, etc. Unbroken – that is what is needed.

And, if you do work with or for an organization that serves customers then no doubt your organization has provided services to more customers than any one customer has received services from your organization. Organizations simply deal with more customers than the other way around. This is true whether you manufacture shoes, houses, boats or meals or you sell cars, financial services, run a nonprofit, or a government agency.

With this tremendous upper hand of knowledge you have an opportunity to help your future customers prevent mistakes that you’ve witnessed previous customers make. Leveraging this knowledge and helping customers avoid broken experiences can be simple as the example in Figure 6.5 shows.

image of smoothing the journey example - the experience design blueprint book by Gregory Olson

Figure 6.5 Home Furnishings Store Provides Customers with Twine in Loading Area

This home furnishings store recognizes the customer’s experience doesn’t end at the point of sale terminal. They provide twine to those customers in the loading area who may not have thought to bring any, or to those who made an unplanned purchase too large to fit inside their vehicle. The store doesn’t have to provide twine and they probably wouldn’t be frowned upon for not providing it. After all, it is an oversight on the part of the customer. But, why let a broken experience occur with prediction when a little forethought and action can fully prevent it?

Your forethought is an insurance policy against broken experiences that your future customers may have.

map and signs at blue mountain resort for Experience Design Blueprint - DelightabilityYour forethought is an insurance policy against broken experiences that your future customers may have. Treat the situation the same as if your customer were a child wandering toward traffic in a busy intersection. Of course, you’d intervene and help them out.

This example was about twine and purchasing home furnishings, but it could be about any product or service. Other examples that come to mind include business travel, financial services, renovation, construction projects, vacations, trade shows, creating a campaign, fundraising, launching products, and even change initiatives and major projects. And, remember your customers might be external customers or those internal to the organization – other departments, disciplines, or even channel partners.

Recipe #16: Be Smooth
Think about what you might provide your customers (internal and external) at a time that is convenient and appropriate to smooth their journey. Then smile and take solace in knowing you’ve prevented a broken experience they may never even think about. In Chapter 7, we look more at the “smoother filter” that you can apply to customer journeys.

about the author

Gregory Olson’s latest book is L’ impossi preneurs: A Hopeful Journey Through Tomorrow, a light-hearted and deadly serious book about a brighter future where we live more meaningful lives, governments invest in people and sustainable progress, and technology serves humans. Greg also authored The Experience Design Blueprint, a book about designing better experiences and then making them come true.

image of Greg-Olson-Managing Director of Delightability and author of Experience Design BLUEPRINTGregory Olson founded strategy and design firm Delightability, LLC. with the belief that if you delight customers then success will follow. He believes that we all have the potential to do better, as individuals, organizations, and communities, but sometimes we need a little help.  Gregory also serves as a volunteer board member for Oikocredit Northwest, a support association for social and impact investor, Oikocredit International.

 

Making Truth Matter

image of What is the Truth From Sagrada Familia entrance - Delightability blog post on Truth

[This article is from a talk I gave to members of the Olympic Club on May 26, 2016. I’ve added a few links and shared it here for members of the Olympic Club and the broader public. I’ve turned off comments but feel free to reach me on social media.]

an 8 minute talk and an even quicker read

Good afternoon gentlemen. Today I’m going to talk about the Truth.

3 noteworthy things happened this week.

  1. First, a new book came out Bravehearts: Whistleblowing in the Age of Snowden. In the book, the senior DOD official in charge of the federal whistleblower program goes public with accusations that key officials retaliated against whistleblowers, destroyed permanent records and altered audits of multibillion dollar programs. They did this under political pressure. This senior official calls into question the very program that is supposed to protect whistleblowers when they report fraud, abuse, and waste.
  2. Another noteworthy thing that happened was the acquittal of Edward Nero, one of the Baltimore police officers involved in Freddy Gray’s arrest and subsequent death. If you recall, the original incident is what sparked the Black Lives Matter movement.
  3. And the 3rd thing that  happened this week is that snopes.com, debunked stories that reported violence and specifically chairs being thrown at  the democratic convention in NV. Numerous media outlets regurgitated the original tale that was casually fabricated in a 140 character tweet. Media outlets on the bandwagon included: The New York Times, CNN, MSNBC, the Associated Press, CBS, and NPR.

It has been a really busy week for the TRUTH.

Now, no matter what we believe or how we react to these developments, there is a TRUTH that supersedes our opinions and reactions. I view truth much like I do gravity. You can choose not to believe but that doesn’t make it go away.

What is Truth?

I want to be crystal clear on what I mean when I say Truth. I’m talking about conformity to facts; accuracy. Certainties. The truth I’m talking about isn’t squishy. A moral relativist would have you believe that truth is relative to the circumstances. I’m not talking about a malleable truth or aberration of fact. I’m taking about that which is incontrovertible. Like Newton’s law of universal gravitation. It applies to everybody whether they choose to believe it or not.

Human Responses to The Truth

When we are exposed to a new truth, our reactions fall into a predictable range of human responses:

  1. We can be apathetic. Maybe what we are hearing is simply noise to us. We really can’t be bothered with it.
  2. Another response is we may simply adopt the truth immediately and adapt our own views.
  3. We may also seek clarity. A person can react by seeking new information and knowledge – “Help me to see what you see, Mr. Severs.“

But sometimes the facts don’t fit our current views at all – that internal narrative we play in our head. When our views are challenged with a new truth we have a few OTHER options to choose from.

  1. We can object outright: “That’s not true.” We can do this loudly and aggressively or we can do this quietly, slipping out of the conversation or even the room.
  2. We can also redirect attention: This is the magician’s trick – misdirection. Here, we shift the attention to something else more fitting of our own views.
  3. Another predictable reaction is we resort to any one of several logical fallacies. There are plenty of these to draw from. Most people are unaware of these fallacies even as they commit them.

The original logical fallacies were documented more than 2400 years ago by Plato and his thinking colleagues. You’d think we’d have learned by now.

Here are a few of my favorite logical fallacies.

The Ad Hominem Argument: This is where you attack your opponent’s character or personal traits in an attempt to undermine their argument.

Example: It is conceivable that any one of the presidential candidates could say something truthful. It could happen! But, reactions to their statements could easily be, “Well, he’s a communist.” “She’s a pant suits Nixon.” “He’s a xenophobe” So, we can’t trust them.

Another common logical fallacy is the The Appeal to Tradition: This is the fallacy that a standpoint, action or situation is right, proper and correct simply because it has “always” been that way. Imagine not being able to advance human progress in the name of tradition. You’d still be cooking over fire, hunting and gathering your own food, and you certainly would not be able to read this passage, and least of all on a computer or smartphone.

The opposite of this is The Appeal to Novelty or Innovation. This is the notion that this is NEW, and [therefore it must be] better!”

Then there is the The Big Lie Technique. This is the contemporary fallacy of repeating a lie, slogan, or talking-point until it becomes part of daily discourse and is no longer questioned. An example is  the non-existent “Weapons of Mass Destruction” “WMD’s” in Iraq, used in 2003 as a false justification for invading that country. [See also Mind Hijacked: A History Lesson in Propaganda.]

There are a host of other logical fallacies. [University of Texas at El Paso has compiled a living document of logical fallacies. A nicely designed poster of commonly used logical fallacies has been created by Your Logical Fallacy Is.]

What About Reaction to Lies?

Up to now I’ve been talking about our range of reactions when we are exposed to the TRUTH. But, what if we are exposed to a lie? Sadly, it doesn’t really much matter.

Whether it is fact or fiction if it reinforces our beliefs then we strengthen our views, digging our heels in further. And, if it doesn’t strengthen our views then we dismiss it. Researchers refer to this phenomena as the “backfire effect.”  It is even more pronounced when the new information challenges an especially emotional or long held belief. For a depth reading with examples on WMDs, Stem Cell Research, and Climate Change see this document.

The takeaway from this is: it’s really hard to change people’s minds.  Some people will want to build a wall, no matter the facts presented to them.

Friedrich Nietzsche said it well, “Sometimes people don’t want to hear the truth because they don’t want their illusions destroyed.” I want to put this another way, “We only see the truth we are looking for.”

Conclusion

I opened this talk with stories about Freddie Grey, the new book BraveHearts, and debunked reports of chairs being thrown at the democratic convention. I used these 3 examples because:

  1. Protecting Truthtellers is important in a free and democratic society. Truthtellers can prevent and end wars and get dangerous products removed from the market. [See also: Preventing the Next Scandal]
  2. Police brutality is inexcusable, period. Lucky for you it wasn’t your family member. But Freddie Gray was someone’s son & brother.
  3. Communication of all forms has become faster AND sloppier. When experienced reporters and media outlets are quick to judge and almost as quick to report, the Truth can Suffer.

TRUTH SHOULD MATTER.

Our republic in caught in the grips of a protracted presidential election. As a nation, we face important issues. It is hard to solve problems when you don’t even agree on the truth.

Ann Richards the former democratic governor of Texas once said, “We’re not going to have the America that we want until we elect leaders who are going to tell the truth not most days, but every day.”

But, the Truth is too important to leave to politicians, alone.

So, What Can WE Do?

In a civilized society each of us has a duty to respect and uphold the truth. We also have a duty to hold others accountable to do the same. Imagine the possibilities if we made the truth matter. In this election year, the Republican and Democratic parties are splintered. They are worried about healing and uniting their respective parties.

Their focus however,  Ought To Be on healing a nation, not a political party.  And, that gentlemen is the Truth.  Now,  I’m counting on You to uphold it.

about the author

image of Greg-Olson-Managing Director of Delightability and author of Experience Design BLUEPRINT

Gregory Olson’s latest book is L’ impossi preneurs: A Hopeful Journey Through Tomorrow, a light-hearted and deadly serious book about a brighter future where we live more meaningful lives, governments invest in people and sustainable progress, and technology serves humans. Greg also authored The Experience Design Blueprint, a book about designing better experiences and then making them come true.

Gregory Olson founded strategy and design firm Delightability, LLC. with the belief that if you delight customers then success will follow. He believes that we all have the potential to do better, as individuals, organizations, and communities, but sometimes we need a little help.

Mind Hijacked: A History Lesson in Propaganda

image of Truth-Sculpture-Chicago-Millenium-Park-Delightability-Author-Gregory-Olson

[This article is from a talk I gave to members of the Olympic Club on Jan 28, 2016. I’ve added a few links and shared it here for members of the Olympic Club and the broader public. I’ve turned off comments but feel free to reach me on social media.]

An 8 Minute Talk And An Even Quicker Read

Gentlemen, today I’m going to take you to propaganda school, all in 8 minutes. I’m going to share the evolution of propaganda, tell you why this subject matters, and of course I’m going to suggest a course of action for you.

First , A Bit Of History.

The word propaganda comes from the Latin verb propagare – meaning to multiply or breed. Think plants. The use of the word to spread ideas came a little later. In 1622, Pope Gregory XV founded the College of propaganda. It’s purpose was to train missionaries who would spread Catholicism in non-Catholic countries.

The word Propaganda isn’t inherently good or bad. It is simply the spread of Information. But propaganda evolved. Here is how that happened. Fast forward to 1916.

A man named George Creel, became involved in President Woodrow Wilson’s re-election campaign. Creel discovered that many military leaders wanted strong censorship on the war. But, Creel had a different idea. He sent President Wilson a brief in which he argued for “expression, not suppression” of the press.

On April 2, 1917 Wilson asked Congress for a Declaration of War against Germany – saying “The world must be made safe for democracy.” Seven days after Congress granted Wilson’s request, President Wilson established through Executive Order, the Committee on Public Information or CPI for short. He appointed George Creel as its Chairman.

The CPI was a propaganda agency: (its purpose wasn’t to train Catholic missionaries – that is for sure) Its purpose was to influence American public opinion toward supporting the war effort. The CPI spun facts to present an upbeat picture of the American war effort. They created consistent messages that appeared in newsprint, posters, radio, telegraph, cable and even movies. No doubt you’ve see many of these. (Television had not yet been invented or you’d have seen messages extended to that medium, too.)

The CPI also recruited about 75,000 volunteers (4-minute men) who spoke about the war at social events. The agency was successful. It heavily influenced American public opinion toward supporting the war effort.

One of the people who worked on George Creel’s staff was Edward Bernays, he was the American nephew of Sigmund Freud. After the war ended Bernays took what he learned at the agency and wrote a book, called, Propaganda 1928. Find it here along with a great intro by Noam Chomsky.

In that book Bernays revealed it is possible to regiment the public mind every bit as much as an army regiments their bodies. Bernays recognized that in an age of democracy, those in power, control the crowds. Bernays was the first one to apply Freud’s ideas to business and politics. Bernays showed American corporations how they could make people want things they didn’t need by appealing to their unconscious desires.

Bernays showed American corporations how they could make people want things they didn’t need by appealing to their unconscious desires.

Bernays worked with the American Tobacco Company and created the Torches of Freedom campaign that is credited with encouraging women to smoke, socially. His ideas sparked the notion that we are all consumers. He became popular with the US Government and agencies like the CIA who used his principles to force regime change and popularize American (corporate special interests).

A Banana Digression: Did You Hear the One about Bananas and the CIA?

Unfortunately this isn’t a joke and you wouldn’t like the punchline if it was. If you eat bananas, the 4th most consumed food behind rice, wheat, and milk, you can thank Bernays and the CIA along with United Fruit. But, the democratically elected Guatemalan President Jacobo Árbenz who wanted to enact labor standards, a minimum wage, increase educational funding and opportunities for more people to vote in elections, would not thank you. His social reforms that would benefit workers and communities alike were abhorrent to the hugely profitable United Fruit Company. A CIA coup in 1954 deposed the leader and installed the first of what would become a series of U.S. military dictators. Read about the 1954 coup on Wikipedia or the book, Bananas: How The United Fruit Company Shaped the World. That could be a related story, “How the U.S. taxpayer is a stooge for funding regime change that pads the pockets of multinationals corporations. #panamapapers #taxavoidance #moneyinpolitics”

OK, back to the talk I gave…

Facts Make Way For Emotions

Today, Bernays is considered to be the father of public relations. With Bernays, propaganda shifted to be less about communicating facts and more about the movement of ideas across our emotions. Remember I said Propaganda isn’t necessarily good or bad. Propaganda can be used for good causes like promoting methods of water conservation during times of drought. There is no harm in that. Or, the Smokey the Bear campaign that reminds us that “Only You can Prevent Forest Fires.”

But propaganda can be harmful, too. Unfortunately as it turns out, Joseph Goebbels (pronounced yosif gerrbells), who would become the minister of propaganda for Nazi Germany studied and applied Bernays ideas.

So What Has Changed? Why Does This Matter?

Yesterday, Jan 27, marks the 71st anniversary of the liberation of Auschwitz-Birkenau. And today it is easier and cheaper to incite hatred and stir people up than ever before in history. Anybody can create a twitter account. ISIS is using 50,000 of them. We now have more media channels to reach more people in more parts of the world. Since 2014, the Islamic State (ISIS) has disseminated more than 700 propaganda videos.

It isn’t just ISIS, some presidential candidates are using hate speech. In Europe – the land of the Holocaust, extreme nationalists exploit the current refugee crisis. But it’s even more than that. Propaganda pervades every facet of our lives. As Bernays said, it is the invisible branch that controls the masses.

So What Do I Want You To Do?

I want you to be an active participant in shaping the truth. In my recent book I share the ideas of building truth sculptures, creating empathy, restoring community and participating in a propaganda for good network. If you are a concerned Global Citizen you should read it. It is both light-hearted and deadly serious. The subtitle is, “A Hopeful Journey Through Tomorrow.” I am hopeful for the future, but not without the participation of thinking concerned citizens, like you.

But, aside from my book, we all need to take a stand and sift through the propaganda to find the facts. On any given topic amid all of the messages that bombard us, is the truth waiting to be revealed. Are GMOs harmful? Are those cities, farmers, countries, and people against Monsanto really anti science and just don’t understand? Or are corporate profits controlling the narrative through propaganda? This is one example. You can probably think of many others. Minds everywhere have been hijacked on myriad topics and issues. This is especially true in the U.S. in the height of a polarized presidential election year. Chances are, most people can’t really claim ownership over their own thoughts about the candidate they support. Imagine we each had a “Mind Hijacked” alert system.

What Else Can You Do?

Write letters, articles, emails, post comments, and have conversation in places like this and at your dinner table. You can spark others to action and respect truth.

What comes to mind for me is Pastor Martin Niemoller’s Poem, First they came? It is a powerful statement about the failure of the German people to speak out against the Nazis. Do you remember the poem?

First they came for the socialists and I did not speak out, because I was not a socialist.
Then they came for the Trade Unionists, and I did not speak out because I was not a Trade Unionists,
Then they came for the Jews, but I didn’t speak out because I was not a Jew.
Then they came for me. And there was no one left to speak for me.

Gentlemen, somebody needs to be an active caretaker of the truth. If not you, who?

about the author

Gregory Olson’s latest book is L’ impossi preneurs: A Hopeful Journey Through Tomorrow, a light-hearted and deadly serious book about a brighter future where we live more meaningful lives, governments invest in people and sustainable progress, and technology serves humans.  Ideas in CH8: Social related to this post include:

  • Propaganda for Good Network
  • Depolarization Unit
  • Brain Retrain
  • Humanity Dashboard
  • Norm Flags
  • Reasonable Investor Test

Greg also authored The Experience Design Blueprint, a book about designing better experiences and then making them come true.

image of Greg-Olson-Managing Director of Delightability and author of Experience Design BLUEPRINTGregory Olson founded strategy and design firm Delightability, LLC. with the belief that if you delight customers then success will follow. He believes that we all have the potential to do better, as individuals, organizations, and communities, but sometimes we need a little help.  Gregory also serves as a volunteer board member for Oikocredit Northwest, a support association for social and impact investor, Oikocredit International.

Arbor Day: Your Chance To Be A Generous Designer

Nature is the Original Hacker

Nature is the original hacker; she’s been at it for a long time, much longer than humans. Does nature ever get it wrong? The follow-up question is, wrong from whose perspective, a human perspective? Or, is it like Leonardo da Vinci said of art, “Art is never finished, only abandoned.” Perhaps when we think of nature being wrong, whatever we’re observing simply isn’t completed.

Generous Design by Nature

Nature is bountiful and sustainable; it’s also very generous. Trees, for example, are a generous gift from nature. Glorious natural trees are water absorbing, pollution filtering, soil protecting, oxygen giving, and shelter providing. Planting trees is good for the planet as trees absorb carbon dioxide, one of the gases that collect in the atmosphere, trap heat, and warm the planet. Trees are good for people too, with many positive psychological benefits. Being in the presence of swaying trees reduces anxiety, lowers blood pressure and connects us to the natural environment. The soothing rhythmic motion of trees or even grass is not unlike that of mothers who instinctively use gentle swaying motion to comfort their babies. Did you ever notice that you feel better around trees or in a rocking chair?

“The symbolism – and the substantive significance – of planting a tree has universal power in every culture and every society on Earth, and it is a way for individual men, women and children to participate in creating solutions for the environmental crisis.”

Albert Arnold “Al” Gore, Jr.
45th Vice President of the United States
Author, environmental activist,
2007 Nobel Peace Prize Winner
(born March 31, 1948)

Trees are a generous gift from nature. Humans can be generous designers as well.

Generous Design by Humans

As I describe in, The Experience Design Blueprint, generous design makes people smile. When an organization exceeds expectations without any pressure to do so, people often take notice. It might mean going beyond what is required by law or code, or even the norm set by competitors. Often the thoughtfulness goes unnoticed, but the design still serves to make things a little easier or a little better.

When you experience generous design firsthand you think to yourself, “Wow, somebody thought of that. How nice!” But, more importantly, you feel that somebody cared and as a result they touched your heart and your mind. Generous design goes beyond expectations, like a dual drinking station for humans and canines alike or a stair rail that extends a little more than required, so that it comfortably greets those about to meet the stairs. Unexpected trees alongside the built environment can be generous gifts that restore the human spirit, cause us to slow down, and even provide healing. We see and feel these in urban areas, parks, boulevards, universities, and even healthcare facilities.

tree lined boulevard as generous design - Delightability

Arbor Day

Arbor Day is the day dedicated annually to public tree-planting in the U.S., Australia, and other countries around the world. You needn’t be an arborist or a landscape designer to plant a tree. Even birds (or other animals) inadvertently plant trees as they eat fruit in one area and defecate in another. Animals do this without even thinking. But, you are human, perhaps even superhuman. You can be a thoughtful, generous designer and plant a tree, if not for yourself for those who will enjoy it 100 years from now.

planting a pine tree

Culture of Care

Though Arbor Day provides you an official day to be thoughtful and generous, you needn’t be gated by such holidays. Opportunities for generous design are all around us. The best thing is you don’t have to be a designer by title or role – a bird isn’t, after all. You can participate at any time, in planting a tree or other thoughtful acts that exceed expectations and turn lips upward. The Culture of Care is afoot. If you’ve already joined – thank you! If not, we hope you’ll join our movement.

about the author

Gregory Olson founded strategy and design firm Delightability, LLC. with the belief that if you delight customers then success will follow. He believes that we all have the potential to do better, as individuals, organizations, and entire nations.
image of Greg-Olson-Managing Director of Delightability and author of Experience Design BLUEPRINTGregory Olson’s latest book is L’ impossi preneurs: A Hopeful Journey Through Tomorrow, a light-hearted and deadly serious book about a brighter future where we live more meaningful lives, governments invest in people and sustainable progress, and technology serves humans.

Greg also authored The Experience Design Blueprint, a book about designing better experiences and then making them come true.

Parks, Progress, and Prosperity-A Lesson in Change

Eventually great ideas tear down or circumvent the barriers that oppose them. It’s hard to resist an idea whose time has come. The world changes and the grand or even ludicrous visions of one epoch become commonplace in another. If you’ve visited a national park in the United States, you’ve experienced this first hand. Sometimes change is promulgated through the persistence of a visionary.

In the case of the world’s first publicly owned park, that visionary was Ferdinand V. Hayden. After a couple of exploratory expeditions over a decade, Hayden proposed setting aside a 2,219,789 acre swath of land in Wyoming, Idaho, and Montana, comprising lakes, canyons, rivers and mountain ranges as a pleasure ground for the benefit and enjoyment of all people. The bill to create the first national park, Yellowstone, was established by U.S. Congress and signed into law by U.S. President Ulysses S. Grant on March 1, 1872. This was thought to be a radical idea at the time.

Thankfully, the radical idea became less so and spread to eventually include actions of many other presidents and to the creation of the National Parks Service whose mission is to preserve the natural and cultural resources of the nation for the enjoyment, education, and inspiration of current and future generations. Now, over 275 million annual visitors enjoy more than 400 such places. It is worth noting that these places are owned by the public, not aristocrats, a monarch or captains of industry.

Imagine before Yellowstone, Yosemite, Central Park, Mt. Rainier National Park, or any other publicly owned park. Imagine thinking, “We should set aside that land for the enjoyment of all.” You might imagine yourself saying such a thing, at that time and place. But, statistically, you would be an outlier. Chances are, you would have opposed such a radical change. You might have been more concerned with rebuilding after the civil war ended.

Sometimes people want things to change, desperately in fact, but their actions or inaction support the current state of affairs no matter how unsettling they may be. We sometimes blindly and obediently protect a monoculture that favors a few while crushing diversity, human spirit, and retarding better possibilities for all of us. Think of the people that opposed the abolition of slavery. When we oppose change we may not realize we may be opposing human progress. Not all change is good, but without it, there can be no progress.

We all have the potential do to better as individuals, organizations, & the world community. But, first we have to embrace a culture of care and stop fearing progress. Some people fought the national parks idea from its inception. They thought the commons were to be exploited for private good. Many still do. But, these are the forces that build walls and ugliness that divides our common humanity.

I like what President Lyndon Baines Johnson said when he spoke of “New Conservation.”

“The same society which receives the rewards of technology must, as a cooperating whole, take responsibility for control. To deal with these new problems will require a NEW CONSERVATION. We must not only protect the countryside and save it from destruction, we must restore what has been destroyed and salvage the beauty and charm of our cities. Our conservation must be not Just the classic conservation of protection and development, but a creative conservation of restoration and innovation. Its concern is not with nature alone, but with the total relation between man and the world around him. Its object is not just man’s welfare, but the dignity of man’s spirit.”
—Lyndon Baines Johnson
President of the United States
NATURAL BEAUTY MESSAGE

Instead of building walls that divide us, let us instead build bridges, parks, and pathways to a more prosperous and shared future. Some may think this to be an impossible idea like the national parks idea was at its time. ‘Impossible ideas” and the impossipreneurs who champion them are all around us. Perhaps you are one. I am one. Some may look at us as impossible dreamers. I think of us as evangelists of the possible, of what’s next, of what will one day become ordinary and commonplace. A culture of care is an idea whose time has come; it has many converging forces and proponents. Opportunities to advance human progress are all around us if we open our minds to the possibilities. Investing in people and advancing human progress is not only a moral responsibility, it also produces great returns. Contrast this with austerity measures which have never produced prosperity at any point in the history of civilization.

about the author

Gregory Olson’s latest book is L’ impossi preneurs: A Hopeful Journey Through Tomorrow, a light-hearted and deadly serious book about a brighter future where we live more meaningful lives, governments invest in people and sustainable progress, and technology serves humans. Greg also authored The Experience Design Blueprint, a book about designing better experiences and then making them come true.

image of Greg-Olson-Managing Director of Delightability and author of Experience Design BLUEPRINTGregory Olson founded strategy and design firm Delightability, LLC. with the belief that if you delight customers then success will follow. He believes that we all have the potential to do better, as individuals, organizations, and communities, but sometimes we need a little help.  Gregory also serves as a volunteer board member for Oikocredit Northwest, a support association for social investor and financial institution, Oikocredit International.