Clouds or Weeds: Where Should Strategy Live?

Having lofty ambitions is good. After all, by striving to achieve the impossible we may actually do it. And, the rewards can be many. But, if we only have lofty ambitions and pay no heed to the myriad actions required along the way to achieving them then we’ll likely never reach our destination. Many organizations (and individuals) fall into this head-in-the-clouds trap.

Being More Grounded

You’ve heard it, maybe even said it, “You’ve got to be more grounded. Get your head out of the clouds.” People who say such things are mindful of the implementation details. They are the “execution police” among us. Whereas some minds are filled with lofty ambitions, others are consumed with getting things done. The details they fret over may appear to some to be too grounded, or “weed-level.” But completing weed-level projects is necessary for a functional organization. Whether it’s invoicing the newest customer or making payroll, updating the website, or producing and distributing the latest company news or developing a block of code, weed-level projects guided by a coherent strategy propel an organization toward its destination.

Guided by Coherent Strategy

The caveat in that last statement is “guided by a coherent strategy.” If weed level projects become the strategy unto themselves then the organization is headed for trouble. When strategy gets hijacked by a propensity toward getting things done, minutiae can begin to consume all available resources. When this happens, there is no longer capacity in the organization for healthy discourse. Nobody would ever hang a banner on the wall expressing the norm of “Guided by Minutiae” but many have felt this way in organizations large and small. This spells trouble for employee engagement and an otherwise would-be innovation culture.

Beware of Action Junkies

At the extreme, “action junkies” place demands on the organization that might be counter to the strategy already in play. The time horizon for gratification shrinks. Instead of thinking long term strategy and the benefits thereof, short-termism takes over. This can happen at all levels of the organization, shifting the focus and further demanding the attention of others. Suddenly people are pulled into “surprises” while others may be shed like an unwanted winter coat. You’ve heard this play out in organizations before; perhaps you’ve even uttered the words, “We just need….” When short term tactics become the basis of your strategy, your organization begins to drift. Persistent strategic drift will cripple an organization, no matter its size or tenure. See related articles: Don’t Let Your Organization Become a Lumpy Snowball and also Focus Focus or Hocus Pocus.

“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” – Sun Tzu

Sun Tzu said this well, “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” 2500 years later we still are dealing with the same human foibles on the battlefield, in board rooms, and in every room.

The False Choice

In the title of this article I presented you with a false choice, namely, where should strategy live, in the clouds or in the weeds? Actually, you need strategy in both places. Your strategy needs to produce strategic imperatives that communicate the overarching aims of the organization. You also need a strategy to continuously ensure that the execution level details remain hitched to strategic aims. This passes the relevance test. You should be able to walk down the strategy from the clouds to the weeds and vice versa from the weeds up to the clouds. If you cannot do this without massive tension among those involved in the discussion then more work (and conversation) is warranted. Two scenarios are likely at this point.

Scenario 1: Mapping but Questions Remain

You’ve heard of such practices and maybe have some firsthand experience mapping individual goals to department goals and objectives that in turn map to the organization’s strategic imperatives. That is great.  You’ve started but related challenges to resolve include:

  • Is your innovation culture able to detect changes in customer mood, needs, and desires?
  • What about the changes in technology, communications, and other factor outside your organization that are certain to change?
  • Does your organization embrace ideas that may come at times inconvenient? Does it matter where those news idea comes from?
  • What about responsiveness to competitive changes or budding alliances in the business landscape?
  • And, how will you keep score of your progress or lack thereof?

Scenario 2: Conversation Needed

You’ve not performed strategy mapping in any form. In that case, definitely more conversation is warranted. For that, I recommend you assemble a team, carve out quality time (and place), and begin a regular dialogue beginning with the questions raised in scenario 1) , but more generally how can your organization remain relevant in a constantly changing environment? One model to leverage is the Promise Delivery System, the subject of Chapter 8 in, The Experience Design Blueprint.

The model and method you use isn’t as important as you establishing a regular dialogue on strategy and execution. Once you do, you’ll more naturally know whether the weed-level project du jour is “on-strategy” or a defection thereof.

A Strategy That Lives

When enough people in the organization are executing on a coherent and communicated strategy, employee engagement will soar, an innovation culture will coalesce, and the organization’s well being will improve no matter how you’ve collectively defined that. Then you can revisit the original question about where strategy should live. Instead of answering “in the clouds” or “in the weeds” you can confidently state “our strategy lives in both places and in between. We are able to shape and shift our strategy as needed. Our strategy is alive and well. Our many stewards of strategy are on the watch and at the ready.”

about the author

Gregory Olson is a consultant, speaker, and author. 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.

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.

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.

Overcoming La La La I Can't Hear You

image of la la la la I can't hear you for blog post - delightability

Overcoming La La La I Can’t Hear You
In any organization (or society) there is an unlabeled group of people that hereafter we will call the “data prevention group.” Their prime motive is to protect the status quo. You know the type – not receptive to your show and tell, no matter how compelling it may be. Though these people may project a professional facade, what you really see is “La la la I can’t hear you.” The disregard for new information might come from a single influential person or it may come from a larger group, perhaps an entire herd. Whichever the case, the outcome is the same. It’s as though you are running the last segment of the Olympic torch relay, looking forward to the moment you touch torch to caldron, sparking the opening ceremony. Finally, your moment has come, you get to tell your story, share your data, and be listened to. But, your progress is halted and the ceremony never begins.

The data prevention group might be well intentioned in safeguarding the status quo. But, in a world that doesn’t sit still this can spell disaster for an organization. The business landscape and customer ecosystem are forever changing. People disregard the reality outside their organization at their own peril. Put simply, if you make soup people no longer purchase its best to find out why. Is it soup? Is it my soup? Crafty marketers might wish to simply refresh labels to shift perception. Maybe even have a soup “spokesperson” deliver messages and ensure others speak on point. But, in an increasingly transparent, connected, and humane world, those efforts will only produce short term gains, if at all.

Truth has a funny way of surfacing, even when you try to suppress it.

Truth has a funny way of surfacing, even when you try to suppress it. Some politicians and “leaders” on the wrong side of history have learned this lesson the hard way. Too many others have not and the list continues to grow, most recently with unsafe drinking water in Flint, Michigan.

The la la la treatment happens within organizations and in the broader community, even the online community. So, what do you do when if you are on the right side of history and too few are listening? Here are a few actionable ideas. If you have any to add, tweet this message and share your addition. Please do the same on Facebook or LinkedIn.

  1. Be critical of statements you hear that are untrue; offer relevant facts in their place
  2. Be supportive of data and facts over opinions and ideology; be vocal about this with the friends, colleagues, family and fellow citizens
  3. Build alliances around the truth, starting with common ground you agree on
  4. Wait for the moment when the data prevention group may be more receptive to hearing your message
  5. Give up, leave, check out (I don’t really recommend this one, but it is an option)
  6. Look for alignment by finding a new path, a campaign or another initiative you can hitch your data to; there may be a natural fit
  7. Build empathy by focusing on the people the data represents (make the audience come alive inside the organization or in the minds of others, whether the issue relates to social justice or the audience the organization serves)
  8. Make data more visual (Vision trumps all other senses as John Medina shares in his book, Brain Rules).
  9. Create soundbites from your data, at least initially to bait the hook. (You can feed the fish later with more data once you have gained the attention of the data prevention group)
  10. Build a story from your data that makes it easy for others to absorb and even retell
  11. Use humor and give people the opportunity to laugh (Thank you, Don Smith of FutureSmith, for this suggested addition)

Whether the data you promulgate represents a social justice issue or a shift in strategy within the organization, it is important to be mindful as opponents transition to becoming proponents. As Desmond Tutu says in his book by a similar title, “Without forgiveness, there’s no future.” You don’t want people to oppose a good idea whose time has come simply because they feel punished or demoralized in shifting their beliefs. So, take a page from the Chinese social playbook and allow others to preserve their dignity and avoid embarrassment (save face). This is increasingly important in the future where more and more people will shift away from harmful consumption and production patterns, behaviors that create conflict and marginalize people, and money stops corrupting politics. I wish you much luck in overcoming “la la la I can’t hear you” wherever your travels and conversations take you.

about the author

Gregory Olson is the author of The Experience Design Blueprint, a book about designing better experiences and then making them come true.  As discussed in Chapter 8 of The Experience Design Blueprint, every organization has a Promise Delivery System. That is the invisible system by which an organization makes and keeps promises (or doesn’t). One component of the Promise Delivery System is Insights and Validation. Another is Apply Learning. When “La la la I can’t hear you” is alive and well inside an organization, the organization’s Promise Delivery System is breaking down – those two components in particular – stop working effectively. Left uncorrected the organization may end up building a lumpy snowball of an organization and lose relevance over time.

His 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 L’ impossi preneurs that relate to this article include Truth Sculpture, Data Observatory, Propaganda for Good Network, Truth Machine Intelligence Service, Truth Ticker, and more.

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.