We need to continue to adopt a business culture of risk-taking. But how can some companies transform the same marketing tactics that is available to all of us into authentic branded experiences, while others simply follow the leader?
There are many variables involved in creating a business culture of risk-taking, sometimes it is based on the single idea from the president of your company who is a visionary, while for other companies there is a product (a chemical like the sticky back in the post-it note) that is begging for a person to come along and find a use for this chemical. And, sometimes it is just the sign of times when all things come together; the technology, the person and the idea and we get the iPad.
But closer to home, let’s say that you are a medium-sized company that manufactures food service products; say a hot case for grocery stores or a small local shop that sells clothing, where do you go from here?
We start with management.
When management is frustrated with the level of innovation and commitment from their staff, it is usually management that refuses to acknowledge that their communication and management styles are not progressive. For example, creating an open-door policy where everyone in the company feels comfortable to discuss their ideas in an effort to create risk-taking as part of the company’s environment.
This means you are listening to a lot of people, which gives you the opportunity to be at the right time to hear that great idea, giving you the break to make it right!
It does not belong to you.
If owners of small companies have one major fault it is that they treat their business like it is a family member. How does this attitude help your employees in seeing their future or more important, the future of ‘your’ company? How can they possibly get it right if they are dealing with a family member? It creates an environment of staleness and suspicion. Let it go and be open to employees providing business solutions and constructive changes and watch your company grow.
Loyalty is overrated
If I had a dollar for every time I heard from a small business owner that their most prized trait they value from their employee is loyalty, I would be, well…, I would have $250.00.
Anyway, employee loyalty is just over-rated.
Accept that you are not Microsoft or Google and let’s go from there. Still not convinced? Ask your employees how many times they applied to your company and how many times they’ve sent their application to these companies, now get the idea?
You have two options, create employee branding programs and hire people who love your product. If not, you will have employees that just work for the pay-cheque.
Happy marketing!
Cecilia
This is part of our Commerce and Creativity Series.
