Thinking Differently About Strategy

by Jay Deragon on 05/29/2012

Markets have dramatically changed and thus old strategic thinking and related methods are no longer relevant to the market. They simply don’t work anymore.

In an Article titled Transparency is the new marketing Clay Shirky writes “When organizations think about strategy, it’s often in the context of their own objectives. But when the surrounding reality changes—as it is doing in the media landscape—both strategy and goals need to adjust. The disgruntled can now organize, publish, and protest on their own, without using any professional media outlet. Until recently organizations of all stripes were better able to get their messages into the media than any motley groups of individuals. That is no longer true, because two critical organizational advantages—the ability to coordinate group effort and to coordinate group access to the means of publishing—are now ubiquitous, global, and free.”
“Clients of an organization, whether they are citizens or customers, now have ready access to these tools. For all the supposed decisiveness of managed organizations, by relying on legal and PR departments to respond, most companies now react more slowly than their customers. In the new world we’ve entered, you can only stonewall things on your side of the wall, yet most media is no longer on that side of the wall.”

So Now How Should You Think?

Creating a road map of how your organization will succeed is more about learning to think differently than following any specific strategic process. Customer satisfaction is no longer enough organizations must think about exceeding customer expectations. To learn how to exceed expectations means one has to throw out all previous understandings of satisfaction. Satisfaction is no longer a differential rather it is the foundation for winners to understand how to exceed expectations.

Today both complaints and praises are in real-time and transparent for everyone to see and hear. Anything placed on the web enters the digital library and the more conversations that reference your business the more visible it is to Google, the universal library. The higher the visibility the easier it will be found by others. Both unsatisfied and delighted customer sentiment are easily found. It is the delighted sentiment that moves markets because if the markets are unsatisfied or even satisfied the customer is not moved.

The web works based on a rate of change and a rate of interest. Which gets you the highest rate of return? Satisfied or delighted customers? What thinking will help your organization produce delighted customers? Think about it.

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