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 communications, once contained and throttled, are free flowing and transparent for everyone to see and hear. Whether a disgruntled customer, an unpaid supplier or an unhappy employee those sentiments and the experiences that created them are in real-time and propagated to and through everyone. 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 market sentiment are easily found.
When you consider that 80% of a companies value is driven by intangible assets while 20% comes from tangible assets you begin to understand what has been missing. Intangible assets are things like culture, experiences, conversations and the knowledge contained inside the hearts and minds of the people. Old strategic development methods leaned more on tangible assets used to create competitive differential and market share.
Today the strategic difference between one company and another rest in the organizations ability to optimize intangible assets. Old strategic methods do not effectively address the intangibles thus the methods aren’t relevant for businesses to succeed in the Social Era.
In order to understand the relevancy of shifting from managing the tangibles to the intangibles leaders must change the way they think. That requires a new understanding of how to think.