Don’t Back Into The Future

We’re all guilty of it. Some of us more than others. Sometimes sneakily, sometimes blatantly. We do it because it’s safe, because it feels good, but mostly because we’ve done it before with similar results.

We use old data to drive new initiatives.

Well… we’ve always done it this way… and it has worked in the past… so why change? I have three words for you. 

Kodak, Blackberry, Blockbuster.

YES, we all have data that says things are good, the sun is bright, the birds are chirping. Surveys say guests are happy. No major fluctuations. Our competitors aren’t changing. All the numbers seem okay. So maaaayyybbee growth is a little slow. Maybe costs go up, prices go up. Hardly noticeable, right?

We want new, better product. Board members, shareholders, executives, people who are invested fear doing things a new way when the old way has always produced results. Why change shampoo when the old stuff still does the job just fine? But that’s just it. Just because it worked before for others, works for you now, feels safe, and has all the benchmarks of past success does not necessarily mean it’s a safe choice for your future.

Welcome to the age of disruption where nothing is safe. Slow and steady only wins THIS race if you’ve got an ace hidden in your shell when you reach that finish line.

Companies seem to be approaching disruption in one of two ways; forcing bad design and quick turnaround to create tons of new products for which no research was done to ensure the products were wanted, needed or would be adopted OR they just refuse to change due to three common factors - cumbersome internal policy, leadership objection, fear of change.

Crossing the bridge before you get there…

All of a sudden your company realizes there could be trouble in your future. Your product or service has an expiration date. Now what? Well, you throw together a team, under fund them and tell them to go innovate. Yet- even though your culture did not adopt innovative practices beforehand, you expect it RIGHT NOW! Innovators are rule breakers, outside-the-box thinkers, visionaries and dreamers. Did your company foster this kind of thinking? No? Well now you’ve told your group to innovate. They come back with some ideas and POW! The results are more of the same:

·      Products/Services that don’t meet customer needs and fail in the market due to lack of research of both the customer and the area of opportunity

OR

·      Products/Services that aren’t given enough investment or time to develop and as such are designed poorly and consequently not adopted

However, all that time and money wont’ go to waste if you know your company, know your employee strengths and weaknesses, and know your customer.

Beaten Horse

Are you going to create something awesome? Do you want it to be the next big thing? Then why on EARTH would you do it the same way you did it ten years ago, twenty years ago? That just won’t cut it today. Everyone complains about Millennials, but they have exacting standards that do not fit the cookie cutter molds of yesteryear.

Personalization, Customization, Experiential.

You expect people to buy your product? Well you better deliver something they want to experience. I don’t care if it’s the next dating app, can opener, or theme park attraction. The old adage of “if you build it they will come” doesn’t work anymore. Having better relationships with your customers will give your deeper insights into how, and where, they are willing to part with their hard-earned dollars.

Throw technology at it?

Maybe. But are you sure it’s what your guests want? Do they really want to be isolated in a VR headset to experience the entertainment you’re offering? Their eyes down focused on a phone app? New-fangled products that don’t always work can actually detract from a guest experience rather than enhance it. Better be 100% sure you know your guest before launching that next big fad.

We can do it in house.

Can you? Really? Do you tap those creative resources internally or do the same people in the company always come up with the ideas and make the decisions? Are you really giving your employees a platform where they feel comfortable, or better yet, encouraged to bring up new ideas? Everyone from a senior executive to the maintenance team member should know that what he or she has to offer adds value to the company and their ideas are always welcomed.

Thought Leadership comes from outside your typical team, while thoughtful leaders drive innovation.

Control of the Skeksis

If you don’t know what a Skeksis is, look it up. You are obviously online so this is your first lesson in research. Always find sources and resources. Know your market along with your audience.

Every company is controlled in part by its executives or shareholders. Often their investment makes change difficult. It is your job to remind them that everything must morph and adapt to stay alive. Like some amphibians you change gender if it means survival of your species (thanks Jurassic Park!). Repeat after me “We MUST NOT FEAR the executives!” Instead, make them partners. They're not all Skeksis. Learning about their needs and speaking their language might just change your opinion when you discover what drives them. When a shared communication is developed, trust in your capabilities is created and progress can be made. Learn some diplomacy and change management techniques and try with all your might to get your company onboard. When it comes down to it you are looking out for everyone’s best interests by promoting a culture of change and innovation. Find the right people and the best approach to having these difficult conversations.

Don’t back into the future

With so many new ways to approach innovation such as Service Design, Design Thinking, Experience Design, Customer Experience, User Experience, and Innovation Strategy there are many companies out there that can provide proper, customized guidance to help you lead your company. Whatever you do, don’t back into it- face it head on by opening your eyes, ears, and minds to an approach you may have never considered. It could lead to a whole new future, not just for your company but for your customers as well.

-KrellByDesign

https://kamerakomments.blogspot.com/2017/11/dont-back-into-future.html