'The consequence of Board Think'

by Allan Gorman

Recently, I went to a strategic planning session for an organization I belong to.
As with most organizations (or businesses), the main concern on the agenda was membership (or how to get more customers). This wasn’t the first session they've had, mind you. Planning (and planning and planning) is something they’ve been doing on a regular basis for years. That’s what Boards do.

So, what took place at this session was a review of what they’d accomplished toward their goals since the last planning meeting, followed by a discussion of whether the plan should be changed... whether the whole organization should be changed... whether the audience should be changed... and then lots of suggestions for tactical changes they could implement to get new members.

There were a few good ideas, and I'm sure that some of them will even get acted upon.

And then, no doubt, they’ll have another meeting in a short while to analyze their progress and then come up even more plans suggestions to create even more committees and even more activities.

Something ‘big’ is missing from this picture.

See, while everyone at the meeting thought that his or her ideas were really swell -- and for sure, some of them actually were – just continuing to add and change tactical activities is never going to fix the real problem.

What was missing – and what’s usually missing when organizations are stuck – is clarity of vision. That great, big, universal driver that will define the future – the north star that will lead to a better future. And until they identify it, the concern over membership (or your company’s concern about new customers) is going to continue be a pesky issue that lingers, festers and frustrates.

So how do they go about finding that north star? And how can you? By looking outside of the organization and what it needs, and instead looking at what the marketplace actually wants. Then, and only then, can you begin to craft new products, services and messages that might work.

A foolproof approach for finding the organization’s north star.

There's only one logical and sure-fire way to developing the right north star – and exactly the right message -- that will make potential customers want to respond, join and swear their loyalty to your organization or brand.

Ask them what they want!

Ask the organization’s members and prospects what makes them loyal.

Ask people why they are not loyal and what makes them loyal to someone else.

Ask them how they use the company’s products or services, when the last time they did. and what their experience was like.

Ask them often and take what they say to heart.

Gather and analyze their responses to find what lies deep below the surface -- the emotional drivers of connection. These emotional drivers are the real reasons they might choose you or someone else. Not because of what you do or have, but because of what you do or have makes them feel.

Emotional drivers can be the aesthetic appeal of your features, the likeability of your personality, the total value that they feel they receive… or most probably, it’s a combination of all of these things.

The sum total of your attributes creates their perception… which leads to feelings…
and this is what you ultimately want to affect to be more successful.

Try to identify some of the emotional drivers to your business and then go back to ask your publics to rank which are most appealing (“Which do you like better? A or B?).

Their answers will almost always surprise you, and lead to new ideas and innovations that will make your brand the most attractive around.

This is the approach we use with our clients and we’ve found that it always works.

Before attempting any more "fixes" to your brand, take the time to find out the real emotional "whys".

You’ll be on your way to a clearer vision, a better story, and an image that will become a magnet for new customers -- not because of a new tactical marketing idea somebody on the board thought up -- but because the right audiences will now be crystal clear on what you stand for… and the real reasons to join your club.

Allan Gorman is CEO of Brandspa – the premier strategic vision and brand marketing advisory for mid-sized manufacturing and service organizations who want leadership and enhanced economic value. Reach him by e-mail to: agorman@brandspa.net. www.brandspa.net.