ARTICLE TEXT:
SUCCESS
IS A "VALUES" THING
Success
waits for no one. Moreover, everyone needs to value success
for it to be attainable and sustainable.
Dispel
immediately the myth that the Global Financial Crisis is
behind us and that we will all profit from the evitable
cyclical upturn which is bound to arrive shortly.
Nothing
is inevitable! Just ask the players from the soccer (football)
teams which were eliminated early from the World Cup series
in South Africa. Similar lessons were had for the 127 losers
in each of the respective men's and women's Wimbledon Tennis
championships.
The
best laid plans of men and mice, complemented by analysis
of each competitor, account for little if one's strategies
are too predictable, risk averse and mainstream. Some else
was at play.
KEY
ATTRIBUTES
The
fundamental attributes of success in the contemporary, dynamic
marketplace are flexibility, malleability, responsiveness,
anticipation, assertiveness and above all else, spontaneity
and a better understanding of the values of those with whom
one wishes to deal.
In
short, set game plans have limited application. Centralised
decision making is slow, cumbersome and disadvantageous.
Delegated authority is a virtue.
Deftness
of foot and mind are to be valued, for it will be rewarded....
on the football ground, around the tennis court and in offices,
shops and plants throughout the world.
STRONG
FOCUS
The
fluidity of current market forces has been instrumental
in an orientation to the “Why” and “What”, rather than the
“How” focus in business transactions.
Confidence
in one's team members enables leaders to address the desired,
optimal and minimal “bottom line” and outcomes. Look no
further than the Italian and French football (soccer) teams
for examples of the relevance and importance of the team
cohesion and shared values.
How
the goal is achieved is less important, subject to adherence
of accepted and established corporate philosophies and principles,
together with respect for the prevailing social mores.
An
acid test in the measure and comprehension of both the “Why”
and “What” and the “How” is the ability of all team members
to honestly and accurately respond with, “I understand”.
Many
instances of suboptimal performance or inappropriate behaviour
arise because teams, groups and individuals “do not understand”.
FAMILY
BUSINESS VALUES
The
essence of the ongoing success of family based businesses
is not ownership, nor appointments to senior positions of
family members.
It
is the underlying values and sense of family that most contribute
to cohesion, stability among the employees, customer satisfaction
and sustainable competitive advantage.
People,
stakeholders if you will, value and respect a sense of belonging,
regardless of the ownership and shareholding structure.
Therefore,
more care, attention and effort are needed by business leaders
to promote and inculcate family values throughout an entity.
The emotional and emotive rewards and returns will be reflected
in the attainment of key performance indicators.
Members
of better “families” talk, share, support, contribute and
exhibit pride in being part. Titles and positional power
account for little. Everyone knows who is the boss.
What
matters most is doing the right thing ......for everyone.
In business parlance that is a “Win-Win” situation.
A
POSITIVE PRECEDENT
Within
one week of Julia Gillard being installed as Prime Minister
of Australia, media reports appeared with the headlines:-
“PM
TO CLEAR THE DECKS”
Very
astute!
The
new incumbent identified the need to finalise or remove
from the political agenda the issue of financial stimuli,
centring on home insulation, the Better Education Revolution
building program and the Emissions Trading Scheme proposal.
She also declared intent to negotiate a mutually acceptable
resolution with the mining industry regarding the contentious
Resource Super Profits Tax legislation. A deadline of 10
days was set for the finalisation of the negotiations.
The
expressions and actions reflect the words of a nationalistic
song:-
“We
are one, we are Australians”
Those
are great values.
It
is typical for Australians and those of other nationalities
to come together in support of their respective national
Olympic Games competitors, football, basketball, netball,
cricket and general sporting teams. Consequently, it seems
little to ask for everyone to “do the right thing” and contribute
to the sense of and enjoy the benefits and advantages, which
are innate to a “family” sentiment in business.
STARTING
POINT
Sustainable
success in business often begins with effective recruitment
processes.
In
“tight” labour markets, where employment rates are at or
near full, it can be difficult to attract appealing job
applicants. A strong focus on the available position, its
duties, responsibilities, salary and employment conditions
can elicit an enormous response from a non selective audience
of aspirants.
Astute
companies and Human Resource managers are tending towards
marketing the company brand and its innate characteristics
as a means for people to “self- screen” their appropriateness
for the entity and its values, rather than their aptitude
and qualifications for the position.
The
process continues with the induction of new recruits into
the values of a business. Many mining companies have a strong
emphasis on, and commitment to safety, better manufacturing
entities promote the importance of occupational health and
safety. Clearly, respect for and adherence to values ensures
a “better fit” of people into a business.
A
GLARING GAP
Internationally,
marketers are conducting studies into the relative recent
declines in the effectiveness of advertising, marketing,
merchandising and promotional campaigns.
Research
findings have isolated key casual and contributing factors,
which of themselves have been the catalysts, for a new field
of market research. “Sentiment Mining” involves the isolation
and review of the use and application of key words.
Careful
analysis of key and common words used on Facebook and YouTube
has actually enabled marketers to develop new, unique and
effective profiles of existing and prospective clients and
customers.
Insights
on word-usage, emotions and specific expressions has enabled
improved effectiveness and response rates from advertising,
marketing and broader communications.
A
better understanding of the values which influence and determine
interest in and demand for products and services reinforce
and endorse the contention that success is a values thing.
THE
AUTHOR
Barry
Urquhart, Managing Director of Marketing Focus , Perth is
an internationally renowned conference keynote speaker,
business analyst and author.
He
is an in demand facilitator of interactive workshops.
Barry
has accepted an invitation to be a Visiting Fellow by the
Leeds Metropolitan University, Britain. He will address
undergraduates, post graduates and local Leeds business
leaders during a speaking tour in November.
Email:
urquhart@marketingfocus.net.au
Web:
www.marketingfocus.net.au
Tel:
(08) 9257 1777
Mob:
041 983 5555
