Category Archives: Psychology

Transformation is Human Not Digital

GUEST POST from Greg Satell

A decade ago, many still questioned the relevance of digital technology. While Internet penetration was already significant, e-commerce made up less than 6% of retail sales. Mobile and cloud computing were just getting started and artificial intelligence was still more science fiction than reality.

Yet today, all of those things are not only viable technologies, but increasingly key to effectively competing in the marketplace. Unfortunately, implementing these new technologies can be a thorny process. In fact, research by McKinsey found that fewer than one third of digital transformation efforts succeed.

For the most part, these failures have less to do with technology and more to do with managing the cultural and organizational challenges that a technological shift creates. It’s relatively easy to find a vendor that can implement a system for you, but much harder to prepare your organization to adapt to new technology. Here’s what you need to keep in mind:

Start With Business Objectives

Probably the most common trap that organizations fall into is focusing on technology rather than on specific business objectives. All too often, firms seek to “move to the cloud” or “develop AI capabilities.” That’s a sure sign you’re headed down the wrong path.

“The first question you have to ask is what business outcome you are trying to drive,” Roman Stanek, CEO at GoodData, told me. “Projects start by trying to implement a particular technical approach and not surprisingly, front-line managers and employees don’t find it useful. There’s no real adoption and no ROI.”

So start by asking yourself business related questions, such as “How could we better serve our customers through faster, more flexible technology?” or “How could artificial intelligence transform our business?” Once you understand your business goals, you can work your way back to the technology decisions.

Automate The Most Tedious Tasks First

Technological change often inspires fear. One of the most basic mistakes many firms make is to try to use new technology to try and replace humans and save costs rather than to augment and empower them to improve performance and deliver added value. This not only kills employee morale and slows adoption, it usually delivers worse results.

A much better approach is to use technology to improve the effectiveness of human employees. For example, one study cited by a White House report during the Obama Administration found that while machines had a 7.5 percent error rate in reading radiology images and humans had a 3.5% error rate, when humans combined their work with machines the error rate dropped to 0.5%.

The best way to do this is to start with the most boring and tedious tasks first. Those are what humans are worst at. Machines don’t get bored or tired. Humans, on the other hand, thrive on interaction and like to solve problems. So instead of looking to replace workers, look instead to make them more productive.

Perhaps most importantly, this approach can actually improve morale. Factory workers actively collaborate with robots they program themselves to do low-level tasks. In some cases, soldiers build such strong ties with robots that do dangerous jobs that they hold funerals for them when they “die.”

Shift Your Organization And Your Business Model

Another common mistake is to think that you can make a major technological shift and keep the rest of your business intact. For example, shifting to the cloud can save on infrastructure costs, but the benefits won’t last long if you don’t figure out how to redeploy those resources in some productive way.

For example, when I talked to Barry Libenson, Global CIO of the data giant, Experian, about his company’s shift to the cloud, he told me that “The organizational changes were pretty enormous. We had to physically reconfigure how people were organized. We also needed different skill sets in different places so that required more changes and so on.”

The shift to the cloud made Experian more agile, but more importantly it opened up new business opportunities. Its shift to the cloud allowed the company to create Ascend, a “data on demand” platform that allows its customers to make credit decisions based on near real time data, which is now its fastest growing business.

“All of the shifts we made were focused on opening up new markets and serving our customers better,” Libenson says, and that’s what helped make the technological shift so successful. Because it was focused on business results, it was that much easier to get everybody behind it, gain momentum and create a true transformation.

Humans Collaborating With Machines

Consider how different work was 20 years ago, when Windows 95 was still relatively new and only a minority of executives regularly used programs like Word, Excel and PowerPoint. We largely communicated by phone and memos typed up by secretaries. Data analysis was something you did with a pencil, paper and a desk calculator.

Clearly, the nature of work has changed. We spend far less time quietly working away at our desks and far more interacting with others. Much of the value has shifted from cognitive skills to social skills as collaboration increasingly becomes a competitive advantage. In the future, we can only expect these trends to strengthen and accelerate.

To understand what we can expect, look at what’s happened in the banking industry. When automatic teller machines first appeared in the early 1970s, most people thought it would lead to less branches and tellers, but actually just the opposite happened. Today, there are more than twice the number of bank tellers employed as in the 1970s, because they do things that machines can’t do, like solve unusual problems, show empathy and up-sell.

That’s why we need to treat any technological transformation as a human transformation. The high value work of the future will involve humans collaborating with other humans to design work for machines. Get the human part right and the technology will take care of itself.

— Article courtesy of the Digital Tonto blog and previously appeared on Inc.com
— Image credits: Dall-E via Bing

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Do What’s Right, Even if It is Not Expected

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Do What's Right, Even if It is Not Expected

GUEST POST from Shep Hyken

Often, it’s just a tiny bit more effort.

Not long ago, I wrote an article and created a video on Doing More Than Expected – even when it’s not included in your job description. I used the example of the server at a restaurant who ran outside during a storm to move the outdoor furniture blowing across the patio to a safer, more secure spot. He returned to the restaurant, drenched from the rain, to applause from the guests. I jokingly asked him, “Was moving patio furniture included in your job description?” He said, “I just do what it takes.”

That’s a great attitude to have. First, you have to be the kind of person who innately knows you should do something right, even if it isn’t expected. Second, you have to be empowered to make those choices and act on them.

I’m reminded of an employee who fixed things around the office. If he saw something that wasn’t right, he made it right. For example, we had a frame with a motivational quote that we changed every week. One week later, the quote and picture frame were crooked. I noticed it, and while it bothered me a bit, it wasn’t worth saying anything about it. By the end of the day, it was fixed.

If I don’t do it, who will?

I knew who did it, but I still asked loud enough for others to hear, “Who fixed the weekly quote?” The answer, of course, was the same guy who fixed everything around the office. I thanked him and asked him why he handles things like this. He said, “If I don’t do it, who will?”

I love those seven words. “If I don’t do it, who will?” is right up there with “I just do what it takes.” These are the mindsets of people who go the extra mile, and by the way, it’s not really an extra mile. Often, it’s just a tiny bit more effort, if any. It’s just doing it because, “If they don’t, who will?”

When someone comes to work for you, whatever their role and responsibility, you hope they are good at it. If all they do is that role and don’t care to do anything else, such as fixing a crooked piece of art in a frame, you would still be happy with their work. But what if another employee did the same and, in addition, was willing to fix the metaphorical piece of art in a frame, even without being asked? Who would you rather have working for you?

Your answer is most likely the second option. That employee is the type of team member who will do whatever they can to take care of their internal and external customers. Why? Because they do what it takes and know, “If I don’t do it, who will?”

Image Credits: Shep Hyken, Unsplash

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Five Ways to Make People Feel Heard

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Five Ways to Make People Feel Heard

GUEST POST from David Burkus

One of the most common complaints among disengaged employees is about not feeling heard, not being seen or recognized for what they do, who they are and what they are experiencing. As a leader, a lot of this frustration may stem from you. When people approach you with their problems and you jump right to give advice, you may feel you’re helping their problem…but you’re not helping them feel heard. And if they don’t feel heard, they’re not really hearing your advice anyway. Other times people speak up to share a new idea and get met with a quick retort about lack of budget or previous, similar ideas that didn’t work. You may think you’re helping move the conversation along, but you’re more likely causing team members to want to move along to find a new leader.

In this article, we’ll outline how to make people feel heard through five actions leaders can take to send the message that they are listening and respecting the contribution every member of their team is making.

1. Model Active Listening

The first way to make people feel heard is to model active listening. There’s no faster way to make someone feel ignored than to…ignore them. But in an era of constant distractions fighting for our attention, it can be difficult to focus in on someone sharing, and even more difficult to communicate that you are focused. That’s where active listening comes in. Make sure you’re truly centering your attention on them, receiving what they have to say. In addition, demonstrate your attention through non-verbals like nodding and gesturing. Before you take a turn responding, try to summarize what you heard and check for understanding. As you demonstrate active listening, you’ll find your team members feel more heard, but also that they hear each other better as well.

2. Praise The Contribution

The second way to make people feel heard is to praise their contribution, even if you disagree with their idea. Recognizing and appreciating their willingness to share their thoughts fosters a sense of validation and encourages continued participation. Highlighting the positive aspects of their contribution is crucial in creating an inclusive environment. By focusing on what they did well, you acknowledge their effort and encourage them to further develop their ideas. Moreover, praising contributions can also inspire others to share their thoughts and opinions. When individuals witness positive reinforcement, they are more likely to feel comfortable expressing their own ideas, leading to a more diverse and innovative team dynamic.

3. Challenge Assumptions, Not Ideas

The third way to make people feel heard is to challenge assumptions, not ideas. There may well be ideas shared in team meetings you want to push back on or challenge. But it’s important to maintain that feeling that you’re hearing and considering those ideas. So instead of criticizing the person or the idea directly, a more constructive approach is to question the assumptions behind their ideas. This allows for a deeper understanding of their thought process and encourages open-mindedness. Avoiding personal criticism is essential in maintaining a respectful and inclusive environment. By focusing on the assumptions, you shift the conversation towards exploring different perspectives and finding common ground. Asking questions to delve into the assumptions behind the idea not only demonstrates a genuine interest in understanding their viewpoint but also encourages critical thinking and fosters a culture of collaboration.

4. Questions Before Advice

The fourth way to make people feel heard is to ask questions before offering advice. Before providing advice, it is crucial to focus on understanding the problem at hand. By asking questions, you allow the person to feel heard and understood, creating a safe space for them to share their thoughts and concerns. Asking follow-up questions helps to delve deeper into the situation, uncovering underlying factors that may not be immediately apparent. This thorough understanding enables you to provide more relevant and effective advice. Show empathy throughout the conversation, acknowledging their emotions and experiences. By creating a safe and supportive environment, individuals are more likely to open up and engage in meaningful dialogue.

5. Addition Before Subtraction

The final way to make people feel heard is to add before you subtract, meaning build upon their existing idea or comments before challenging anything you heard. When offering feedback or criticism, it is essential to always start by highlighting the positive aspects of what was shared. By acknowledging the strengths and value of their contribution, you create a more receptive atmosphere. Even better, when you build upon the idea you demonstrate how much you value it. If you must offer constructive feedback and suggestions for improvement, focus on growth and development rather than solely pointing out flaws. This approach encourages individuals to embrace feedback as an opportunity for growth rather than feeling discouraged. Building on strengths and encouraging growth fosters a positive and supportive environment. By emphasizing the positive aspects, you inspire individuals to continue sharing their ideas and contribute to the team’s success.

Making people feel heard is a fundamental aspect of effective leadership. By modeling active listening, praising contributions, questioning assumptions, asking questions before offering advice, and focusing on addition before subtraction, leaders can create an inclusive and empowering environment. When individuals feel valued and understood, they are more motivated to contribute their ideas, leading to better outcomes and improved team culture. By implementing these tactics, leaders can foster a culture where everyone can do their best work ever.

Image credit: Pexels

Originally published at https://davidburkus.com on July 10, 2023

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How to Tell if You Are Trusted

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How to Tell if You Are Trusted

GUEST POST from Mike Shipulski

When you have trust, people tell you the truth.
— When you don’t have trust, people tell you what you want to hear.

When you have trust, people tell you when others tell you what you want to hear.
— When you don’t have trust, people watch others tell you what you want to hear.

When you have trust, you can talk about the inconvenient truth.
— When you don’t have trust, you can’t.

When you have trust, you can ask for something unreasonable and people try to do it.
— When you don’t have trust, they don’t.

When you have trust, you don’t need organizational power.
— When you have organizational power, you better have trust.

When you have trust, you can violate the rules of success.
— When you don’t have trust, you must toe the line.

When you have trust, you can go deep into the organization to get things done.
— When you don’t have trust, you go to the managers and cross your fingers.

When you have trust, cross-organization alignment emerges mysteriously from the mist.
— When you don’t have trust, you create a steering team.

When you do have trust, the Trust Network does whatever it takes.
— When you don’t have trust, people work the rule.

When you have trust, you do what’s right.
— When you don’t have trust, you do what you’re told.

When you have trust, you don’t need a corporate initiative because people do what you ask.
— When you don’t have trust, you need a dedicated team to run your corporate initiatives.

When you have trust, you don’t need control.
— When you don’t have trust, control works until you get tired.

When you have trust, productivity soars because people decide what to do and do it.
— When you don’t have trust, your bandwidth limits productivity because you make all the decisions.

When you have trust, you send a team member to the meeting and empower them to speak for you.
— When you don’t have trust, you call the meeting, you do the talking, and everyone else listens.

When you have trust, it’s because you’ve earned it.
— When you don’t have trust, it’s because you haven’t.

If I had to choose between trust and control, I’d choose trust.
— Trust is more powerful than control.

Image credit: Unsplash

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Trust is the Answer to Any Question

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Trust is the Answer to Any Question

GUEST POST from Mike Shipulski

If you want to make a difference, build trust.

If you want to build trust, do a project together.

If you want to build more trust, help the team do work they think is impossible.

If you want to build more trust, contribute to the project in the background.

If you want to build more trust, actively give credit to others.

If you want to build more trust, deny your involvement.

If you want to create change, build trust.

If you want to build trust, be patient.

If you want to build more trust, be more patient.

If you want to build more trust, check your ego at the door so you can be even more patient.

If you want to have influence, build trust.

If you want to build trust, do something for others.

If you want to build more trust, do something for others that keeps them out of trouble.

If you want to build more trust, do something for others that comes at your expense.

If you want to build more trust, do it all behind the scenes.

If you want to build more trust, plead ignorance.

If you want the next project to be successful, build trust.

If you want to build trust, deliver what you promise.

If you want to build more trust, deliver more than you promise.

If you want to build more trust, deliver more than you promise and give the credit to others.

If you want deep friendships, build trust.

If you want to build trust, give reinforcing feedback.

If you want to build more trust, give reinforcing and correcting feedback in equal amounts.

If you want to build trust, give reinforcing feedback in public and correcting feedback in private.

If you want your work to have meaning, build trust.

Image credit: misterinnovation.com

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3 Steps to Building a Psychologically Safe Environment

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or The No-Cost, No-Hug Secret to Smarter Teams

3 Steps to Building a Psychologically Safe Environment

GUEST POST from Robyn Bolton

Welcome to the exciting conclusion of “Everything You Ever Wanted to Know About Psychological Safety but Were Afraid to Ask.”

Our generous expert, Alla Weinberg, CEO and Culture designer at Spoke & Wheel, has been patiently leading us beyond and through the buzzy frothiness that we (I) usually associate with Psychological Safety and into the deeply powerful and absolutely essential core elements.

In Part 1, we learned that psychological safety is more neuroscience than psychology (and required to be your smartest self).

In Part 2, we learned the first step to creating safety (and why corporate mandates are antithetical to the goal).

Today, we’re going where we need but don’t want to go – how to create a psychologically safe environment so everyone can thrive.

If Step 1 in creating Psychological Safety is verbalizing your emotions and understanding others’ emotions, I’m hoping Step 2 is easier.

Step two is relational intelligence.

There are three intelligences: emotional, relational, and systems

Relational intelligence is about understanding how to connect with different people, being aware when disconnection happens, and then acknowledging and repairing it. That last part is the most important because, without repair, there’s no safety.

Are you saying that saying, “I’m sorry” is essential to building psychological safety? Because I would much rather ignore the issues and move on. Or, better yet, pretend it never happened.

Nice try. But you know as well as I do that people are messy, and when we come together, there’s tension and conflict, and someone will get hurt or make mistakes. It’s normal. It’s okay as long as you know how to recover, repair, and heal.

The issue isn’t the conflict but how we handle it and whether we can repair it. I have a diagram of a relationship, which is a circle of connection, disconnection, and repair. We go around this circle just like breathing is inhaling and exhaling. Relating, connecting, disconnecting, and repairing is what a relationship is.

OK, step 2 is relational intelligence which requires repairing relationships, so how do I do that? Bonus points if I don’t have to admit to being wrong.

Not only do you have to admit that, but you also need to take responsibility for your impact, not just your intentions. Intentions are great, but without action, they don’t mean much.

When apologizing, we tend to try to explain ourselves. For example, we say, “I didn’t say anything in that meeting, and I’m sorry, but that wasn’t my intention, and I wanted to, but I had my own issue.” Instead, we should say, “I didn’t say anything in that meeting, and I’m sorry.”

When you apologize, don’t say “but.” To repair a relationship, you must take responsibility for your actions and their impact. Saying “but” negates all of that.

(head now on the desk because this is a lot to take in): I’m afraid to ask what Step 3 is, but I will practice verbalizing my feelings and ask anyway. What’s Step 3?

You’re doing great. This is a lot, and it’s ok that you feel overwhelmed.

Step 3 is systems intelligence, which focuses on the relationships within an organization that gives rise to its culture. Systems thinking is about understanding how structures, policies, processes, and relationships interact to create a greater whole,

Systems thinking! We’re getting back to left-brained stuff now. I’m feeling better.

Yes, and since connection is core to psychological safety, systems thinking tells us that we must fundamentally rethink how people work together by centering connection.

How do we do that?

We must reinvent, innovate, and rethink how we work together.

Lack of safety leads to power struggles, walls, and departmental rivalries, creating divisions and “othering.”

Hierarchy doesn’t align with connection, but shared leadership does. Hierarchy erodes trust because you need manager approvals, beg for budgets, or are told to prove your worth to get a seat at the table.

Silos are another problem because they lead to turf wars and people making decisions to protect themselves or their team rather than do what’s best for the greater good.

Look, I love challenging the status quo, but you’re suggesting that we burn it all to the ground and start over.

(Laughing) I don’t lead with that. When I work with organizations, I start with meetings.

Most meetings focus on work topics like status, decisions, and updates. But where are the meetings where we discuss emotions, share personal stories, and express hurt feelings? Everything shifts when we center connection.

Isn’t that called therapy?

Organizations value information, right? Emotions are information.

Emotions reside in our bodies, but in many organizations, the focus is on the intellect. It’s as if the head is the only important part, and the body is merely a vessel to transport the head from meeting to meeting.

And that brings us full circle to why psychological safety is mostly neuroscience. Our body houses our nervous system, where we feel safety or the lack thereof. So, when people talk about bringing their whole selves to work, I mean our entire body, not just the intellect. Our bodies contain wisdom and information that we often overlook and undervalue, yet this is where the crucial information resides to create psychological safety.

We don’t think of emotions as information. We think of them as signs of weakness, and you can’t be weak and successful.

It’s a lot of fear because how we’ve worked for the last 50 years gave us an illusion of certainty. Acknowledging that there is no certainty and that we’re in entirely uncharted territory is scary, and there’s a fear that everything will fall apart. We think the business won’t survive if we do it the other way.

I respect that fear. It’s okay to be afraid. But if we acknowledge that all of this comes from fear, we will be open to new ideas or thoughts. For organizations that want to innovate, they must change how they work. You can’t keep doing the same thing and expect different results. You need to innovate your approach to work.

Thank you so much for all of this. You’ve shared so much. Some of it was hard to hear, but I think that’s also a sign that it’s important to hear. Any last words of advice?

Give yourself and others permission to be human beings again. Not robots or cogs, not human resources, but to be human beings. That includes our bodies, our emotions, our messiness, and our relationships with each other.

If you would like to learn more about Alla and her work, please visit her firm’s website, www.spokeandwheel.co, and definitely download a FREE digital copy of her book, A Culture of Safety: Building a Work Environment Where People Can Think, Collaborate, and Innovate

Image Credit: Pexels

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Resistance to Innovation – What if electric cars came first?

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Resistance to Innovation - What if electric cars came first?

GUEST POST from Dennis Stauffer

In his acclaimed book the The Diffusion of Innovations—the most-cited work in all the social sciences—Everett Rogers explained how innovations frequently meet resistance. Resistance that isn’t always rational. How all-too-often we’re willing to accept the status quo despite its flaws and reject new options despite their benefits.

We’re seeing exactly this phenomenon with electric vehicles. Demand from what Rogers identified as the early adopters—wealthy buyers who can pay a premium for the newest technology—has largely been met. The challenge now is to reach a broader market of buyers with more practical concerns about cost, range, reliability, and safety. News articles and commentary are popping up noting those concerns and expressing doubts about just how useful electric cars really are. The lack of charging stations, the environmental impact of mining lithium, the danger of battery fires, and potential strains to the electrical grid. There are some legitimate concerns, but how much of that skepticism is grounded in the reality of electrification and how much is good old-fashioned resistance to change?

To answer that question, let’s turn the tables. What if electric cars came first, and we’re trying to introduce internal combustion engines? Here are some predictable—and quite similar—objections.

How can we possibly build all the gas stations we’re going to need, and should we? (If electrification is the entrenched technology, we’d have plenty of charging stations everywhere.)
Do you really want trucks carrying 10,000 gallons of highly explosive gasoline driving down the highway next to you? Accidents happen! Do you want 20 gallons of it parked in your garage, waiting for just one spark to set it off—taking your house with it?
You can charge your electric car at home while you sleep, or at a charging station while at work. You can’t do that with a gasoline engine. You must go somewhere to buy gas, take time to get there, and then stand next to a hose pumping one of the most flammable liquids we know of.
We’re going to need a lot of that gasoline. Where will we find it, and at what environmental cost? Are we going to start drilling everywhere? Even in the ocean, the arctic, and in fragile ecosystems? Are we going to have massive tankers crisscrossing the oceans? What if there’s a leak or a spill?
How are we going to build all the refining capacity we’ll need to process and transport all that gas? That’s a massive investment. Who’s going to pay for it?
What if we need to get that gas from countries that don’t like us? Will they refuse to sell to us or charge exorbitant prices? Will we make our enemies rich?
Gasoline is more expensive per mile driven than electricity, and because it’s a commodity, its price fluctuates—sometimes a lot. You never know what you may have to pay.
Gasoline engines are a lot more expensive than electric motors. They’re much more complex and since we’re building them in smaller numbers at first, carmakers don’t have the same economies of scale.
Internal combustion engines are more complex to repair. How often will your car need to be fixed? Will your mechanic know how?
What about air pollution? Just one internal combustion car emits 4.6 metric tons of carbon dioxide each year. Multiply that by all the cars on the road!
Would you like a car that’s slower? The most powerful—and most expensive—internal combustion cars on the road have less torque than a typical electric vehicle. That means less acceleration when you need to pass someone.

Some of these concerns are a bit overblown — just like some of the concerns about electric cars. But others are entirely valid. Yet too often we shrug them off because we’ve already accepted those costs, inconveniences, and dangers.

What we’re seeing with electric cars is the same progression we saw with early automobiles, airplanes, hybrid crops, personal computers, and many other now widely popular innovations. We’ll get there, but not without some pushback.

Image Credit: Pixabay

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Master the Customer Hierarchy of Needs

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Embrace Customer Expectations

Master the Customer Hierarchy of Needs

GUEST POST from Shep Hyken

Abraham Maslow was an American psychologist who created a model for understanding human behavior. Specifically, he was interested in what motivated people, and he devised five levels in the shape of a pyramid representing each of those needs. For those who need a refresher in psychology, those levels, starting with the basic needs at the bottom and working their way toward the top, are physiological needs (such as food, water and sleep), safety, love and belonging, self-esteem and self-actualization.

I’ve been thinking about a similar model for customers. I’m not a psychologist, and I’ve not done formal research on this idea, but I’ve been studying customer and employee experience in some form for more than 40 years. I’ve identified five areas (at least) that are important to customers when they buy from you and put them into logical order. So, here is ‘The Customer Hierarchy Of Needs’:

Customer Hierarchy of Needs

1. Products that Work – We’re starting at the bottom of the pyramid and working our way up. This is the base, and it’s simple: whatever you sell must do what you promise it will do. It doesn’t matter how great your customer service and experience (CX) are, if the product or service doesn’t work, customers will find an alternative.

2. Alignment in Beliefs – Your mission and vision statements are your beliefs. Your customers shouldn’t have to read those statements to know what they are. They should experience them when they do business with you. They will quickly learn how you treat them. If they like the experience, they align with you and what you stand for. While that can be enough, they may also enjoy doing business with you because of something that may or may not be in your mission and vision statements. That is a cause, charity or community activity your company or brand is involved with or contributes to. It adds to the emotional connection you’re trying to achieve with your customers.

3. Trust and Safety – If the company or brand has a bad reputation, getting and keeping customers will be tough. Even customers willing to take a chance may eventually experience what others have warned them about. Trust and safety belong together, but let’s first discuss trust. A sense of trust comes from different areas that can include (but are not limited to) a good reputation, positive reviews and ratings, customer-friendly policies (like easy returns), simple and friction-less processes, fast response times and friendly, helpful employees. Safety comes from assurances, including data privacy, secure websites, safe physical environments and more. Even if you have products that work—the basic need—without trust and safety, you might not be able to keep your customers past the first sale, assuming you have any at all.

4. Feeling Appreciated – Every customer willing to pay you for your goods and services deserves to feel appreciated. If you don’t acknowledge the customer with a simple thank you, they may not notice the first time. But there will be a point at which they feel underappreciated, and when they do, you put yourself at risk of losing them. Never miss an opportunity to express appreciation to your customers.

5. Emotional Connection – This is where you move customers from being satisfied to becoming loyal. Satisfied customers come back until something better comes along. Loyal customers come back because they like doing business with you and have made an emotional connection with you. They know your product works, they trust you, you make them feel confident (and safe) when engaging with you, they believe you have a good company and there may even be a cause or charity you mutually support, and every time they interact with you, they feel appreciated. At that point, your customers are feeling emotionally connected to you. Trust and appreciation are emotions. When all the boxes are ticked, you have the emotional connection that drives customer loyalty, advocacy and evangelism.

I could have written an entire article—or even a chapter in a book—on each of these five customer needs. Consider this article as a conversation starter. Perhaps you can add to this list of customer needs. Just because Maslow had five in his model doesn’t mean we are limited to that number.

Next week I’ll cover a similar concept, but instead of customers, I’ll focus on ‘The Employee Hierarchy Of Needs’. Stay tuned!

This article originally appeared on Forbes.com

Image Credits: Shep Hyken

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Are You Testing Your Intuitions?

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Are You Testing Your Intuitions?

GUEST POST from Dennis Stauffer

Do you trust your intuitions? When you have a hunch, do you go with it or hold back? There’s been a long-running debate about which is the better strategy.

Some have claimed that top executives are at their best when they “go with their gut” or “follow their instincts.” They can give examples of when that’s turned out well for them. But what we don’t know is how often other intuitions may have turned out badly.

Trusting your intuitions can sometimes keep you safe. Some research has found that firefighters are well-served by their intuitions, because it helps them avoid danger. Women who are uneasy walking alone at night are advised to follow their intuitions.

That makes sense when you’re crossing a dark parking lot or at the scene of a fire. Being cautious when there might be no threat is better than being careless when there might be one. But that doesn’t mean those intuitions are accurate.

Innovators also have intuitions—and need to. Hunches about the value of an idea, or a sense of how customers will react. For an innovator, asking whether you should trust your intuitions is the wrong question. What needs to be asked instead is: How can I test my intuitions? What can I do to find out whether those feelings are reliable?

That’s one reasons innovators have a bias for action. Because acting on their ideas—in ways that will test them—is how they find out whether those ideas will work. That’s not only a more prudent approach than just following hunches; it’s excellent practice at evaluating the merits of your ideas. So over time, you become better at forming those hunches. Because you know how well it worked in the past, and maybe where you might have biases.

If you want to enhance your intuitions—and your innovativeness—don’t trust them or distrust them.

Test them.

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Image Credit: misterinnovation.com

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Human-Centered Change and Innovation

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