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STRATEGIC THINKING for LEADERS

LATEST TREND

BRAND BUTLER: Why Serving is the New Selling

With consumers increasingly looking for control, for convenience, for assistance, and yes, to be cared for (both offline and online), brands need to shift their product development and advertising prowess to brand-consistent services (and an accompanying 'butlering mindset') thatassist consumers in making the most of their daily lives.

Here's why consumers are embracing BRAND BUTLER-style services
'en masse':

For consumers, time, convenience, control and independence are the new currencies : this need requires B2C brands to turn many of their 'campaigns' if not all interactions with their customers into broader services . In short: a shift from 'broadcasting' to assisting.
Relationships with brands are now more down to earth and less reverential. From individualism to eco-concerns to decreased spending power in developed economies: for consumers, the practical and pragmatic rule.
Yet, in uncertain times, there's also a consumer longing for institutions that truly 'care ' (please re-read our GENERATION G briefing ), which is more about showing empathy and providing customers with a status fix (please re-read our PERKONOMICS briefing ) than being purely practical. This too requires brands to master more service-oriented personae.
On top of all of the above, the current mobile online revolution (hey, it took more than a decade of breathless predictions, but mobile internet usage is now finally exploding around the globe) is shifting these consumer expectations even further into the always-on, instant gratification online arena. (please re-read our NOWISM briefing). For brands, this means that there are now endless creative and cost-effective ways to deliver on this need for assistance, for 'butlers' .

Source: www.trendwatching.com . One of the world's leading trend firms, trendwatching.com sends out its free, monthly Trend Briefings to more than 160,000 subscribers worldwide.

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UPCOMING EVENTS

Monday Morning Mastery ... April 12

Part 4

Daily Strategic Change - Iceberg Theory

USD Manchester Conference Center

8:30 - Noon

In partnership with San Diego Regional Chamber of Commerce. Free to Chamber members. $99 for non-members. Click here to register.

All 7 sessions lead to a certificate in Strategic and Systems Thinking and continuing education credits from USD.

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Part 2

Simplicity - Strategic and Systems Thinking

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8:30 - Noon

In partnership with San Diego North Chamber of Commerce. Members: $69 for the 7-part series. $99 per session for non-members.
Click here to register.

All 7 sessions lead to a certificate in Strategic and Systems Thinking and continuing education credits from USD.

Strategic Thinking Tip

"Begin with the End in Mind." Steven Covey first said this in his book, The Seven Habits of Highly Effective People . Yet many planners and managers still start by looking for solutions to existing problems rather than focusing on the future desired outcomes.

What's the end game? What's the objective one to five years down the road? Once you've identified that, work backwards to figure out what you need to do today to reach that destination.

It's like planning a vacation. First you need to know where you're headed....which island on Hawaii, for instance. Then you list the things that will make it a great vacation....the weather, the hotel, the plane trip over and back, the activities you'll engage in, the sights you'll see, the food you'll eat. Now list where you are today. Have you made reservations? Do you have a hotel in mind?Then figure out what actions you need to take to make make the vacation a success.

You do it naturally in your personal life. How can you apply that process to your work?

Best Practice of the Month

People Support What They Help Create.

Involve your staff in your planning, problem-solving, solutions-seeking activities. Often the people closest to the issue know the right answer but aren't empowered to do anything to change. Get them involved. You'll be amazed at the difference in attitudes and productivity.

Social Media Tip

Tip No. 1: Start with a Plan

Like any issue or project, social media requires planning. Decide what you want to accomplish with social media, then create a plan to achieve that. Your results won't happen overnight....despite what many social media and internet enthusiasts are saying.

Creating and following a plan that encompasses the following will help you achieve your desired results:

Future external trends that might affect your organization and the plan.
Your desired outcomes with social media.
Specific success measures to tell you whether or not you are on track.
Your current situation today (staff expertise and availability, market knowledge, etc.).
Four to five strategies and key actions you need to implement.

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