Think in 3D! The 7 Characteristics of 3D Businesses Leeds 20 th July 2016

How winning businesses get ahead, and stay ahead, of their competitors What this means for you and your business Some ideas to help you make it work (better) for your business What We’re Going To Look

Who The Hell Is Andy

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

Dramatically and Demonstrably Different! That means

3D?

I research, write about, talk about and work with high performance businesses (and have been for over 25

3D Discussion Time: What Do ‘Successful’ Business Have And

Satisfied

Sufficient ‘Delighted’

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

#1:Get That Vision Thing! #2:Think in 3D! #3:Delighted Customers! #4:Forget CRM - MCR!#5: UBER Culture! #6: KeeP In Control! #7: InnovatiON! The 7 Characteristics Of 3D Businesses!

3D Characteristic #1: Get That Vision

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

“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

A ‘Vision’ is....

A Picture Of The Future You Want Something For Everyone To Work Towards A ‘Point Of Strategic Focus’ It ‘Stimulates, Excites And Inspires’

“If you are working on something exciting that you really care about, you don't have to be pushed. The vision pulls you" Steve Jobs 3D Demonstrated!

“Fixed on the vision, flexible on the journey” Jeff Bezos, CEO, Amazon 3D Demonstrated!

3D Characteristic #2: Think in

Why Should I Buy From YOU? 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’

= ‘Usual Stuff People

Do ‘things’ that stand out

Things that get people talking!

Dramatically and Demonstrably Different! That means

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

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

Dramatic Difference: Things Your Competitors aren’t DOING! Things Your Competitors CAN’T

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....” “Two bedroom and terrace house with all the charm and poise of a vicar on crack. Hall, cloak room, sitting room, kitchen, bathroom, parking and rear courtyard kitchen – would suit a midget on a budget” 3D

3D Demonstrated!

Your ‘Dramatic Difference’ Is Only Any Good If People  Want it!  Are willing to pay (more) for it!  Can recognise

“ 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 Demonstrated!

3D Characteristic #3: Create ‘Delighted’ and ‘Devoted’

Now THAT’S Customer Delight ! 3D

3D

3D

3D Characteristic #4: Forget CRM, Think MCR – Maximise Customer

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

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

3D Demonstrated!

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

Easy to buy from! Keep you informed! Make recommendations! Remember you! 3D

They do it consistently! $34

3D Characteristic #5: Create An UBER

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,

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

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

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

“ 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 3D Demonstrated!

When recruiting they look for three characteristics: passion, clear talking and team working 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’ 3D Demonstrated!,

“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 3D Demonstrated!

3D Characteristic #6: KeeP In

62% of UK SME’s admit they don’t have an accurate insight into the health of their business source: ClicData’s Intelligent Business

If ‘vision’ is your ‘destination’, then KPI’s are your ‘dashboard’!

Clear Measurable Targets Use Them To Spot ‘Warning Signs’Measure And Monitor Performance Establish Key Performance Indicators

And celebrate

3D Demonstrated!

What would you want to know? 3D Demonstrated!

3D Characteristic #7:

Our Definition Of Innovation “The successful exploitation of new

Innovation New Ideas Exploitation

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

“We want ideas coming from all of our 80,000 people, not five or three. A much smaller number of people have to decide and edit and move forward, but you want ideas coming from everywhere. You want people to explore.” Tim Cook, CEO, Apple 3D Demonstrated!

Beer Knowledge Thursdays! 3D Demonstrated!

Pizza Problem Solving! 3D Demonstrated!

#1:Get That Vision Thing! #2:Think in 3D! #3:Delighted Customers! #4:Forget CRM - MCR!#5: UBER Culture! #6: KeeP In Control! #7: InnovatiON! The 7 Characteristics Of 3D Businesses!

How clear a picture of your business do you have?

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

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

Want To See How Your Business Measures Up Against ‘The 7 Characteristics’? All members of can get FREE access to our innovative online 3D Diagnostic Tool! Visit: Promotion code is

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

Take action, not notes!

So... what are you going to

People can be divided into three

Those who make things happen Those who watch things happen Those who ask ‘what

MISSING YOU ALREADY! MISSING YOU

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