SOMETIMES NUMBERS DO SHOW US SOMETHING
Here are some numbers that are affecting all of us whether we’re business people, government leaders, or just citizens of the world. Note: Most of these numbers are going to keep rising.
PERCENTAGE OF ADULTS WHO DISTRUST ADVERTISING
PERCENTAGE OF GLOBAL CUSTOMERS WHO WILL PAY MORE FOR PRODUCTS AND SERVICES FROM SOCIALLY RESPONSIBLE COPMPANIES
PERCENTAGE OF WORKERS WHO DO NOT TRUST THEIR EMPLOYERS
PERCENTAGE OF SMALL BUSINESSES THAT FAIL WITHIN FIVE YEARS
PERCENTAGE OF WORKERS WHO FELT DISSATISFIED WITH THEIR GROWTH OPPORTUNITIES IN THEIR CURRENT JOB
GLOBAL POPULATION IN BILLIONS AT END OF THE 21ST CENTURY. UP FROM 7.3 BILLION NOW.
WHAT’S THE STORY BEHIND THESE NUMBERS?
People believe less – Information is everywhere and the next generation is paying attention. Trying to skirt the truth of an issue or hide some negative aspect of a business will be found out and no crisis management or PR effort will fix it.
People expect more – Not doing the wrong thing is a start, but not enough. If you aren’t constantly working to do better you will be replaced, ignored, and forgotten.
More with less – Billions of more people on the planet means more trying to get a piece of less…resources, money, food, jobs. If there aren’t processes in place to deal with that, none of us will be able to handle the pressure.
Failure is a reality – More people means more customers, but also more competition. Without realistic expectations and a focus on serving people with respect and dignity, you will fail.
In other words, the only way to exist in the future is to be more human-focused and planet-conscious.
THIS ISN’T SINGING SONGS AROUND THE CAMPFIRE STUFF.
Yes words like human-focused and planet-conscious may sound like grand ideas that all people should aspire to, and they are. But the point is that they are no longer just ideas, they are now expectations and realities, and not from anarchists and revolutionaries, but from ordinary people who have decided they care about things bigger than themselves.
And while we applaud this shift in attitudes, we don’t focus on the moral aspects of these changes. We spend our time dealing with the practical implications…both today and where they will take us in the future.
STILL NEEDING TO SEE HOW IT RELATES TO YOU?
Well all you really have to do is take a look at yourself to see these attitudes in action. Think about how on one hand you see things through the eyes of a business owner, manager, or leader…and with that comes the tasks of running things, making choices, seeking profits, cutting costs, facing complaints and requests often to the point of driving yourself to the edge.
But then when you leave for the day you become a customer of stores and restaurants, you try to understand the confusing bill from your doctor’s office, you rail against the poor service you got from the cable company, you read that your favorite shoe company was fined for child labor…and you make choices based on those experiences. The ironic thing is that we often lose sight of the second view when knee deep in the first one.
THE HUMAN EXPERIENCE MODEL
This model is at the core of all we do at Instinct and is seen everywhere in daily life. This model applies to the private sector and the public sector…to the selling of products or delivering of services…to the advancing of agendas or the generating of awareness for social issues.
A Business Example
The below diagram shows what happens after someone is exposed to advertising and tools of persuasion. While they attract people initially, once that person engages with the product or service, the marketing tools are no longer relevant. Instead the EXPERIENCES around the product and service, and with the business itself take over. And it is those experiences that will determine whether they come back and what they will tell others, which as we showed above, holds more credibility with people than any attempt at marketing can.
The Holistic Reality
The bottom diagram shows the many parts that must work together to ensure that the people coming to you leave with that positive experience. Notice how they are all equal….trying to make up for a failing on one doesn’t work. All that does is waste time and energy going in circles, never able to make the progress really needed.
WHAT IS THE BIG TAKEAWAY FROM THIS?
WARNING: The following statement is blatantly obvious when you read it, and yet as we all know from our experiences so few places actually do anything about it.
The big takeaway is that what your customers, or clients, or constituents experience is a direct result of what is going on inside your organization. And your organization is made up of many forces competing and conflicting all around you and inside you. It is the Instinct Brain.
PUTTING IT ALL TOGETHER.
So far you’ve seen that attitudes and expectations are changing and how you respond to them will in large part dictate your future. You’ve seen that the days of advertising your way out of a bad product or service are over. And that you can’t just “focus on your strengths” as the experts always prescribe. Now, it’s important to realize that these are not some high-minded concepts–rather they are what everyone is facing.
Whether you are a solopreneur, small business owner, CEO of a company, or even the mayor of a city, you need to see how all the pieces fit together. Your business, like every other, is made up of people serving other people and without taking into account the human elements of your business, you can’t make smart choices. And yes, it may seem daunting, but you don’t have to try and do it alone.