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05Jun Ariana Grande Demonstrates She’s A Real 3D Thinker

Ariana Grande’s performance at the spectacular One Love Manchester show yesterday taught me a few things. First of all, I’m getting old and didn’t know who quite a few of the artistes were, secondly, the power of a 23 year old woman with a vision for what she wants is incredibly strong, and thirdly, Little Mix are quite good!

I also think there are some real lessons there for anyone who is running, or is in, a business. The whole event showed all 7 Characteristics that our research has identified that we see in Dramatically and Demonstrably Different Businesses.


Here they are….

3D Characteristic #1: Get That Vision Thing!

Ariana established a clear picture of what she wanted that ‘stimulated, excited and inspired’ and she got people ‘on board’…. all in around a week! People of all ages (even old ‘uns like Chris Martin of Coldplay!) ‘bought in’ to the vision and got involved, and ‘delivered’ – that’s leadership in action.


3D Characteristic #2: Think in 3D!

The whole event totally reflected our definition of a ‘Dramatic Difference’ as  “An unmatchable ‘bundle’ of products, services, skills, methods and practices that differentiate a business from its competitors”.  The ‘mix’ of performers, the nature of the audience, the ‘circumstances’ for the event created a unique event. A great source of ‘Dramatic Difference’ is to ‘Break The Rules and Set The Rules’ and it’s clear that many of the performers went out of their way to stand against those who wished things like this didn’t happen. There seemed to be a defiance that said ‘we’re making a stand for young women everywhere’ and that as young successful women ‘we do and dress how we want’ – the exact thing the extremists don’t want. That’s ‘Demonstrating’ your ‘Dramatic Difference’!


3D Characteristic #3: Create Delighted And Devoted Customers

This is all about ‘delighting’ customers by exceeding their expectations and providing something that surprises and pleases them…. that was Liam Gallagher! Bringing one of Manchester’s own along completely exceeded our expectations… although, by definition, exceeding expectations does raise them for next time…. I can’t help but think I wasn’t the only one wondering whether Noel going to turn up! The performances consistently ‘exceeded expectations’ (admittedly as ‘an old git’, mine might not have been that high!) and the whole ‘feel good’ atmosphere was a ‘delight’.


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

3D Businesses ‘give the best to, and get the best from, their customers’. They proactively give the best to their customers by providing fantastic customer experiences, but they also get the best from them in terms of things like maximising financial returns, repeat business and referrals. As well as delivering a great performance, the event has raised in excess of £10 million with £2 million being donated during the 3 hours of the concert through text and online pledges – THAT’s maximising relationships!


3D Characteristic #5: Create An UBER Culture

Culture is the ‘way we do things around here’ and it’s established by the leaders of a business and lived by all. Ariana led this from the front with a message of ‘One Love’ and you could see it in her performance, and the collaboration… whether that was with Miley Sirus, the choir from Parrs Wood School or the stunning performance of ‘Don’t Look Back In Anger’ with Cold Play…. and the 50,000 people in audience. ‘Culture’ is what you as a customer see, feel and experience, and the sight of a policeman dancing in a circle with half a dozen young girls in the audience was a wonderful site that completely reflected this.


3D Characteristic #6: KeeP In Control

This is all about having a ‘profit focus’ and ensuring that you are ‘keeping score’. A ‘key indicator’ here was the money being raised and regular updates of how this was doing was there for all to see. Another key one was ‘keeping to time’ and delivering within the time frames allotted – they seemed to do that well considering all those ‘egos’ in one place and the possible temptation to ‘stay on stage’ – We’re back to ‘culture’!


3D Characteristic #7: InnovatiON

Our definition of ‘Innovation’ is ‘the successful exploitation of new ideas’ and 3D Businesses build this into the way they do things. It’s about leadership, it’s about processes and it’s about creating a climate to make it happen. This event demonstrated that in everything that it did – from the original inception to the spectacular effects on stage (Coldplay particularly)… and it all happened in 7 days. Now, that’s innovation in ACTION!


So, you’re not Ariana, you’re not Robbie Williams and you’re not Nial from One Direction, but here are some questions for you and your business..

1: Do you have a clear vision that ‘stimulates, excites and inspires’? (you, and others?)

2: What is your ‘Dramatic Difference’ and do you and your people ‘Demonstrate’ it in everything you do?

3: What do you do to ‘Delight’ your customers….. consistently?

4: How good are you and your business at maximising relationships and opportunities with your customers – are you bombarded with repeat business and referrals?

5: How effective are you at establishing (and living) your culture to create real competitive advantage?

6: How ‘in control’ are you in your business – are you measuring (and managing) the right things?

7: How effective are you at ‘successfully exploiting new ideas’ and making innovatiON work?

Think in 3d eBookIf you’d like to find out more about 3D Businesses, you can click to download a 24 page FREE E-BOOK here or BUY THE ACTUAL BOOK from Amazon.

In the meantime, in the wise words of an old hero, Liam Gallagher… ‘Don’t Look Back In Anger’, through to Chris Martin, please do all you can to ‘Fix You’ through to some wonderful words of wisdom from my new heroine Ariana…Go on, ‘Break Free’!

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30May Andy’s 300th 3D Thoughts 29th May

3D ThoughtsWelcome to the 300th 3D Thoughts! It’s taken us nearly 7 years to achieve this landmark – our first one was back on 26th July 2010! But, don’t worry, we’re not going to get too ‘stuck in the past’ and want to help you look at the ‘now’ and the future. This week’s 3 iDeas look at what motivates people, evidence that the BA CEO clearly doesn’t listen to 3D Thoughts, plus a look to the future and 4DDramatically and Demonstrably Differently  Dead!

As ever, there’s no need to download anything! Just click on the icon below, listen and then DO something!


Links (click on them to find out more):

And, if you want to take a trip down memory lane…. Here’s the first one:

If you never want to miss another 3D Thoughts and want to hear other past episodes or want to sign up for a little reminder when they’re out, just click here

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22May Andy’s 3D Thoughts 22nd May

3D ThoughtsHow do you create more opportunities with your customers? You solve their problems! This week’s 3 iDeas highlight some great examples of businesses that solve customers problems – some might be problems that you didn’t even know you had! Whether it’s helping ‘delight’ your customers, providing an end to lost sock misery, or communicating with your customers in a Dramatically and Demonstrably Different way, I hope it stimulates some thoughts and ACTIONS for you!

As ever, there’s no need to download anything! Just click on the icon below, listen and then DO something!

Links (click on them to find out more):

If you never want to miss another 3D Thoughts and want to hear other past episodes or want to sign up for a little reminder when they’re out, just click here

Alternatively, if you want to get all ‘modern’ and never miss one again then click on the icon to…

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15May Andy’s 3D Thoughts 15th May

3D ThoughtsHow do you engage with your customers? In this week’s 3 iDeas we’ve got 5 great examples for you that will help you improve the way you engage with your customers and prospects. Whether it’s your corporate messaging, the way you interact face to face, online or even when you’re not there, here are some ideas to help you do it in a Dramatically and Demonstrably Different way!

As ever, there’s no need to download anything! Just click on the icon below, listen and then DO something!

Links:

If you never want to miss another 3D Thoughts and want to hear other past episodes or want to sign up for a little reminder when they’re out, just click here

Alternatively, if you want to get all ‘modern’ and never miss one again then click on the icon to…

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15May Customer Communication: Is Yours Bland, ‘Bullsh*t’ Or Brilliant?

The way you communicate with your customers says a lot about you and your business. From simple things to ‘Dear Sir Or Madam’ (what do you mean, you can’t tell?) or ‘Dear Valued Customer’ (so valued that you don’t know my name?), through to Would you like any help with your packing?’ (No, I think I’ll manage this single pint of milk on my own thanks), it all does one of two things…. acts positively or negatively.

Our research suggests that 3D Businesses consciously establish what they want to say, who to, and crucially HOW they say it. Some businesses do it very well, others don’t!

Here are 5 examples that highlight this and provide you with some questions to help you identify how your business measures up….


Corporate Bullsh*t From Mondelez….

Mondelez are the huge conglomerate that provide us with the likes of Dairy Milk, Creme Eggs and Toblerone, and Lucy Kellaway of the Financial Times highlighted in her recent column (always worth a read by the way) that with the announcement that their head of marketing was moving on, they provided us with this:

“Our search for a successor will focus on finding a digital-first, disruptive and innovative leader who can build on Dana’s legacy and mobilise breakthrough marketing in a rapidly changing global consumer landscape.”

Let me just say it again, this is from a traditional business that sells things like Liquorice Allsorts and Fry’s Chocolate Cream!!!! Why couldn’t they just say that we’re looking for a new Head Of Marketing to help us sell more? OK, it might not need to be that simple,  but “a digital-first, disruptive and innovative leader” – what does that actually mean?

Question: What does your ‘corporate communication’ say to your customers and prospects about your business?

Review your website, your marketing materials, and also the things you and your people say when they are ‘out there’ with customers and prospects…..


I’m Just A….

It never fails to amaze me when you hear people who are asked what they do they completely undersell who they are and what they do. I was at a ‘networking do’ last week and got chatting to someone who, when I asked what they did, they replied “I’m just an accountant ……” (He was from a quite well known business, but I’d better not name the firm!) How completely underwhelming – if you’re not bothered about it mate why on earth should I be?

I’m not suggesting that people should come up with some super whizzy motivational ‘pitch statement’ that sounds like they’ve worked at Mondelez, but at least say something that engages me!

Question: How do you and your people introduce and ‘sell’ your business when they are ‘out there’?

It’s online as well as offline too…


 ‘Linking Out’ On Linked In….

Linked In can be a brilliant way to ‘connect’ with other people and can be a great opportunity to ‘differentiate’ yourself and your business….. unless you use all their ‘standard’ messages to do it. When you do that, you’re simply ‘one of many’ and it’s scary how so many people give the impression that they are just ‘ticking the boxes’ whether it’s requests to ‘Link In’, responding to a request or congratulating someone on their work anniversary.

Next time someone sends you a request why not respond with something like…

“Hello X – Great to hear from you and thanks for ‘connecting’. Looking forward to ‘Linking In’ with you and hopefully meeting with you in the ‘real world’! (if it’s appropriate that is) Best Wishes, XXX

Go on… ‘Personalise’ it, get your ‘personality’ across, demonstrate who you are – ‘connect’ with people!

Question: What are your ‘standard responses’ like – Do they ‘Demonstrate’ your ‘Difference’?

What about when you’re not there…


‘Out Of The Office’ Can Say A Lot Too….

I encourage my clients to ensure that all their ‘interaction’ with customers reinforces them and their personality and a starting point can be your ‘out of office’ email response. Rather than the bland automated statement, why not maximise the opportunity to be different? A great example comes a client of ours Dave Richards of Glue who is currently on one of our leadership programmes. We’d been discussing this and as he was going on holiday Dave decided to ‘take action’ – This is what his ‘out of office message’ looked like:

It’s a lovely example of ‘personalising’ his message to reinforce his personality and the good news is that Dave got some great feedback from customers too – in other words, they noticed it!

Question: How can you get your ‘personality’ across in your day to day communications?

And Finally…


It Works For Individual As Well As Company Personalities

Sometimes communication comes the other way and here’s a great example of an individual who definitely communicated her ‘personality’ in her resignation letter! 60 year old Marlene McGrory’s quit her cleaning job recently with this very personal note…


So, is your communication ‘Bland, Bullsh*t or Brilliant? Take some time out to answer these questions, and then, as ever, take some ACTION to ensure it’s ‘Brilliant’!

Those Questions:

  • How do you and your business measure up?
  • What ‘messages’ are you sending to people?
  • What ‘messages’ do you WANT to send?

You might want to consider ALL aspects of your communication: website, promotional materials, mailshots, emails, telephone answering, out of office telephone messages, out of office emails, your social media, your quotes and proposals, your invoicing, your mobile phone message…. your personal interactions!

To help you, we have put together a very simple 3D Toolkit called ‘Stand In Your Own Queues’ and it’s a simple step by step process to review your approach – you can download it by clicking on the image.

Please do not hesitate to let us know what works for you – we can all learn from each other!

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08May Andy’s 3D Thoughts 8th May

3D ThoughtsBuon Giorno! It’s 3 iDeas time! In fact actually, it’s ‘3 iDeaio’ time because we’re coming from Northern Italy today! And rather than 3 , we’ve got 5 great examples for you. They are all from businesses we’ve seen in the Verona region that will help you and your business be Dramatically and Demonstrably Different! They include ideas on making your marketing work, standing out from the crowd and creating great customer experiences that you can make work in your business wherever you are.

As ever, there’s no need to download anything! Just click on the icon below, listen and then DO something!


There’s Just One Link Today:

 

If you never want to miss another 3D Thoughts and want to hear other past episodes or want to sign up for a little reminder when they’re out, just click here

Alternatively, if you want to get all ‘modern’ and never miss one again then click on the icon to…

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