How winning businesses get ahead, and stay ahead, of their competitors What they do, and how they do it What it means for you and your business Identify ‘ways forward’ for you and your business to improve your competitive advantage! What We’re Going To Look At…

Who The Hell Is Andy Hanselman?

I Help Businesses And Their People Create Competitive Advantage By... Thinking in 3D !

Dramatically and Demonstrably Different! That means being...

3D? Why...

I research, write about, talk about and work with high performance businesses (and have been for over 24 years!)

Dramatically and Demonstrably Different 7 Characteristics of Businesses

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Awareness Assessment Action

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What Does ‘Success’ Look Like?

What do ‘Successful’ Businesses Have And Do?

Satisfied Customers

Sufficient ‘Delighted’ Customers

High Expectations Low Expectations A ‘Poor’ Experience A ‘Great’ Experience ‘Devoted’ ‘Delighted’ ‘Disappointed’ ‘Disaffected’

Sufficient ‘Devoted’ Customers Committed Motivated Effective People Maximised Financial Returns L

Sufficient ‘Devoted’ Customers Committed Motivated Effective People Maximised Financial Returns L

How Do You Measure Up?

Dramatically and Demonstrably Different 7 Characteristics of Businesses

3D Characteristic #1:

Get That Vision Thing!

“Creating a clear picture of the future that ‘stimulates, excites and inspires”

Imagine the future - what does it hold for you? Err are you sure?

“Contrary to some forecasts in recent years, the internet has settled down to become a worthwhile but minority channel to market. For example, internet book sales have plateaued at just over 5% of the market, and it seems unlikely that there will be sufficient demand to enable multiple operators to develop profitably” Hmv Annual Report 2002

“Heavier-than-air flying machines are impossible” Lord Kelvin, mathematician, physicist, and President of The British Royal Society, 1865

“The telephone has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us” Western Union internal memo,1876

“I think there is a world market for about five computers” Thomas Watson, Chairman of IBM, 1943

“There is no reason for any individual to have a computer in their home” Ken Olsen, President of DEC at The Convention Of The World Future Society, 1977

“640k ought to be enough for anybody” Bill Gates, 1981

“By the end of the year the ipod will be dead, kaput, finished” Sir Alan Sugar, early 2005

“You’ll look great wearing that hat at the wedding sis” Beatrice to Eugenie and Eugenie to Beatrice, May 2011

“Hello dear, I’m so excited – I’ve just landed the absolute dream job!” David Moyes on the phone to his wife, June 2013

What does a vision look like

Simply a set of financial figures or targets A business plan and lots of spread sheets A ‘pie in the sky’ idea The MD’s speech at the annual staff conference! is not....

A picture of the future we want Something that stimulates, excites and inspires A point of strategic focus Something for everyone to work towards is....

“If you make your little decisions based on the big picture, at the very least you’re always heading in the right direction” Richard Branson

Get Engaged!

People tell us they want to know...

“Why are we doing this?”“How is it relevant to me?”“What specifically do you want me to do?” “What tools and support are available?” “What’s in it for me?” “How are we doing?” “How will I be measured?”

The Leaders’ Role?

1 Billion ‘Tiny Tummy Touch Points’!

Senior Executive Incentive Scheme!

“Fixed on the vision, flexible on the journey” Jeff Bezos, CEO, Amazon

3D Characteristic #2:

‘Think in 3D’ !

What exactly is ‘Marketing’?

A Classic Definition of ‘Marketing’: “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others”

My Definition of ‘Marketing’: “Finding, attracting and keeping the customers that you want while maximising your profits”

Why should I buy from YOU?

Sit down if you heard anything like this... Our ‘expertise and experience’ Our people Our location Our reputation Our quality Our pricing Our personal service Our customer care Our flexibility to customer needs Our ability to solve problems Our ‘uniqueness’

USP’s?

= ‘Usual Stuff People say’!

Do ‘things’ that stand out

Things that get people talking!

3D! That’s...

Dramatically and Demonstrably Different! That means being...

Dramatic Difference: “An unmatchable ‘bundle’ of products, services, skills, methods and practices that differentiate a business from its competitors”

‘-1D’ ‘Dramatically & Demonstrably Different’ ‘ worse than ’ ‘as good as’ ‘ Dramatically Different ‘as bad as’ Different (‘better than’) ‘0D’‘0D’‘1D’‘1D’‘2D’‘2D’ ‘3D’‘3D’

if this house were a person she’d be dressed in Chanel and not wearing knickers.... “character-forming country cottage currently undergoing a bit of a makeover which will eventually drag it from the turn of the century up to somewhere around the 1950s....”

“You can say it’s a hovel if it’s a hovel – that’s the trick. You don’t need to gloss and spin things; people will buy things as they are as long as they’re priced appropriately” jules bending, ralph bending estate agents

“The Hans Brinker Budget Hotel has been proudly disappointing travellers for forty years. Boasting levels of comfort comparable to a minimum-security prison, the Hans Brinker also offers some plumbing and an intermittently open canteen serving a wide range of dishes based on runny eggs.”

Dramatic Difference ? What is your... How do you... Demonstrate it ?

“I never had control, and I never wanted it. If you create an environment where the people truly participate, you don’t need control” Herb Kelleher, founder, Southwest Airlines “ There may be 50 ways to leave your lover, but there are only 4 ways out of this airplane” “Your bags will be available on carrousel x. If you do not find them, they will be available in 2-3 weeks on eBay” “ In order to enhance the appearance of your flight crew, we will be dimming the cabin lights”

3D Characteristic #3:

Create ‘Delighted’ and ‘Devoted’ Customers!

Be easy to ‘buy from’ and ‘deal with’

The ‘Sales Prevention Officer’!

Computer says ‘no’!

Systems And Processes Attitudes Policies‘Scriptease’

It could be you!

FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY COMBINED WITH THE EXPERIENCE OF YEARS

Stand in your own queues

Exterminate Your ‘Sales Prevention Officers ’

Customer Delight: “Surprising customers with the level of service you provide”

Now that’s customer delight !

3D Businesses... ‘Foster devotion’ through consistency!

Approach customers with a personalized warm welcome Probe politely to understand all the customer’s needs Present a solution for the customer to take home today Listen for and resolve any issues or concerns End with a fond farewell and an invitation to return

Rub up your customers the wrong way Yes, go on, all the way Apathy is encouraged Never bother to try and make them smile Approach them with indifference Infer it’s them who are the problem Remember, we’re right behind you to help you do this

3D Characteristic #4:

Forget CRM, think MCR – Maximise your Customer Relationships!

“Proactively developing relationships that give the best to, and get the best from, the customers you want”

Maximise Opportunities ! 3D Businesses...

Think... ‘share of customer, not just ‘share of market’

HIGH SPEND LOW SPEND HIGH SHARELOW SHARE KEY POR QUE? KEEP IN TOUCH KEEP OUT!

Easy to buy from! Keep you informed! Make recommendations! Remember you!

they do it consistently! $34 Billion!!!

3D Characteristic #5:

Create An UBER Culture!

What exactly is ‘Culture’?

A Classic Definition of ‘Culture’: “A pattern of shared basic assumptions that the group learned as it solved its problems of external adaptation and internal integration, that has worked well enough to be considered valid and therefore, to be taught to new members as the correct way to perceive, think, and feel in relation to those problems” Edgar Schein, Organisational Culture And Leadership, 1993

My Definition of ‘Culture’: “The way we do things around here”

Another Definition of ‘Culture’: “It’s what people do when no one’s looking” Herb Kelleher, Founder, Southwest Airlines

Everyone Understands what’s expected of them and behave accordingly and consistently Systems and processes are Built to reinforce and support the culture People are Engaged, Empowered and Encouraged to deliver them People are Rewarded and Recognised for doing it! 3D Businesses Ensure:

It’s All About ‘Behaviours’! Oh Behave!

Everyone Understands what’s expected of them and behave accordingly and consistently Systems and processes are Built to reinforce and support the culture 3D Businesses Ensure:

‘Customer praise’ procedure? ‘Customer complaints’ procedure

“ We interview people for culture fit. We want people who are passionate about what Zappos is about–service. I don’t care if they’re passionate about shoes.” Tony Hsieh, CEO, Zappos

Beer Knowledge Thursdays!

Everyone Understands what’s expected of them and behave accordingly and consistently Systems and processes are Built to reinforce and support the culture People are Engaged, Empowered and Enabled to deliver them 3D Businesses Ensure:

Demonstrate preferred behaviours: ‘show your character’ Employees rewarded for ‘cheerfulness’! Mystery shopper highlights ‘outstanding’ customer experiences Reward for team and individual performances - £50 bonus for individuals to be spent with the team Interview is a 6 hour shift and staff vote ‘in’ or ‘out’

“We entrust every single Ritz-Carlton staff member, without approval from their general manager, to spend up to $2,000 on a guest. And that's not per year. It's per incident” Simon F Cooper, President Ritz Carlton

Everyone Understands what’s expected of them and behave accordingly and consistently Systems and processes are Built to reinforce and support the culture People are Engaged, Empowered and Encouraged to deliver them People are Rewarded and Recognised for doing it! 3D Businesses Ensure:

Champion Your Champions

Why not get your customers to do it?

3D Characteristic #6:

KeeP In Control!

Collect Analyse Communicate Maximise

Analyse Communicate Collect

What would you want to know?

Create A Profit Focus!

“50% of businesses cannot accurately determine their profitable customers and products” Source: KPMG

3D Characteristic #7:

InnovatiON!

“The successful exploitation of new ideas”

27% of UK employees are sitting on ideas that they think would be good for their business but they’re not putting those ideas forward. Source: L’Oreal Research

71% of UK businesses don’t have any such platform for contributions to be made! Source: L’Oreal Research

“My door is always open” is NOT a process!

Pizza Problem Solving!

1: Leadership 2: Systems and processes 3: Climate 4: Implementation

So.... in summary

3D Characteristic #1:

Get That Vision Thing!

3D Characteristic #2:

‘Think in 3D’ !

3D Characteristic #3:

Create ‘Delighted’ and ‘Devoted’ Customers!

3D Characteristic #4:

Forget CRM, think MCR – Maximise your Customer Relationships!

3D Characteristic #5:

Create An UBER Culture!

3D Characteristic #6:

KeeP In Control!

3D Characteristic #7:

InnovatiON!

How Do You Measure Up?

Take action, not notes!

What can you do about it?

Talk to me!!! Chat Today!

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Andy’s 3D Thoughts iDeas in 3 minutes in your inbox every Monday morning to help you Think in 3D !

“Vision without action is hallucination ” Thomas Edison

“Take the first step in faith. You do not have to see the whole staircase. Just take the first step” Martin Luther King

“Scare yourself, otherwise you’re not doing anything new ” Mary Murphy Hoye, Head Of R & D, Intel

“Don’t just stand there….. do something!” Dick Dastardly

So... what are you going to Do?

People can be divided into three groups

Those who make things happen Those who watch things happen Those who ask ‘what happened’?

MISSING YOU ALREADY! MISSING YOU ALREADY!

get my slides and other resources andyhanselmanconsulting andyhanselman