Tag Archives: Interviews

Transforming Leadership to Reshape the Future of Innovation

Exclusive Interview with Brian Solis

Effective leadership serves as the crucial catalyst for both successful innovation and the profound transformation of any collective entity, be it an organization, a team, or even a country. Leaders are responsible for setting a compelling vision, articulating the ‘why’ behind the need for change, and fostering a culture where calculated risk-taking, experimentation, and learning from failure are not just tolerated, but actively encouraged. By championing new ideas, allocating resources strategically, empowering individuals, and navigating the inherent uncertainties of uncharted territory, leaders create the necessary environment for groundbreaking concepts to emerge and take root. Ultimately, it is the foresight, resilience, and guidance of strong leadership that enables groups to move beyond the status quo, adapt to evolving landscapes, and consciously shape a more innovative and prosperous future.

Today we will start with Gemini’s summarization of the global innovation community’s shared understanding surrounding the intersection of innovation, leadership, and the future above and dive deep into what it takes to make a leadership mindshift with our special guest.

Helping Leaders Make the Mindshift the Future Requires

I recently had the opportunity to interview Brian Solis, a world-renowned futurist, keynote speaker, and author of over 60 industry-leading research publications and 8 best-selling books exploring disruptive trends, corporate innovation, business transformation, and consumer behavior. Forbes has called him “one of the more creative and brilliant business minds of our time” and The Conference Board described Brian as “the futurist we all need now.”

Brian serves as the Head of Global Innovation at ServiceNow where he leads vision, strategy, and program innovation for the company’s global Innovation Centers. Brian also studies disruptive technologies, emergent trends, and market shifts to advise business executives on innovation and transformation strategies.

Brian continues to publish business and technology thought leadership in industry publications such as CIO, Forbes, and Worth, and has consistently been recognized as one of the world’s leading thinkers in innovation, business transformation, and leadership for over two decades. .

Below is the text of my interview with Brian and a preview of the kinds of insights you’ll find in Mindshift: Transform Leadership, Drive Innovation, and Reshape the Future presented in a Q&A format:

1. Let’s set the stage. Why is someone’s mindset so important and what is a mindshift?

Your mindset is the operating system for how you experience and interact with the world. It influences how you perceive reality, react to change, and ultimately determine the role you play in shaping the future.

A mindshift isn’t just a minor adjustment — it’s a fundamental rewiring of how we see, think, and operate. It’s the moment when you realize you don’t have to accept the status quo and instead begin to create new possibilities.

We’re living in an era where exponential change is the new normal. AI, automation, digital transformation — these aren’t just trends; they’re fundamentally reshaping industries and societies. Those who cling to legacy thinking will struggle. Those who embrace a mindshift — who become adaptable, curious, and proactive — will thrive.

A mindshift is about moving from passive observer to active architect of the future. Unlearn old patterns, embrace new perspectives, and take intentional action to drive meaningful change. It’s a choice. It’s a responsibility. And, ultimately, it’s a competitive advantage.

2. Why is it so easy for leaders to downplay potential disruptions?

Leaders often don’t see disruption coming—not because they’re unaware, but because they’re focused on optimizing the present. This comes at the cost designing the future. I call this the “other ROI,” which signifies return on ignorance. Ask, “what happens if I’m not asking different questions?” or “what’s the cost of not investing in alternate futures?” Many companies and executives operate in a legacy mindset, where efficiency, risk avoidance, and short-term gains take priority.

This creates a dangerous blind spot. Disruption doesn’t announce itself with a press release. It starts small, at the edges — emerging consumer behaviors, shifts in expectations, technological advancements that seem niche or “not our problem.” By the time these trends become impossible to ignore, it’s often too late.

Kodak is a classic example. They invented the digital camera but failed to embrace it because they were too invested in their film business. Taxi companies dismissed Uber as a niche alternative until it completely redefined the transportation industry. Blockbuster dismissed streaming early on, etc.

The irony? The very disruption leaders fear is also their biggest opportunity. Those who develop a mindshift — who cultivate foresight, agility, and a culture of continuous learning—don’t just react to disruption. They create it.

3. Classic question: Are leaders born or made, and why or how?

Leaders are made. Leadership is not a title, and it’s not something you inherit. It’s a mindset. It’s a set of behaviors and choices that anyone — at any level — can develop.

Yes, some people are naturally more charismatic or decisive or confident or vocal, but leadership isn’t about personality traits. It’s about genuine vision, courage, empathy, and the ability to inspire action.

The best leaders are not limited to those who have climbed the corporate ladder. They’re the ones who create ladders for others. They lift others up. They see problems others ignore, challenge assumptions, and take action when no one else will.

If leadership were purely an inborn trait, we wouldn’t see individuals from unexpected backgrounds rise to the occasion. Look at someone like Satya Nadella, who transformed Microsoft not just by making smart business moves, but by shifting its culture from one of competition to one of collaboration and innovation. Or look at the CEO of ServiceNow, Bill McDermott, who bought a deli at 16 and then sold Xeros copiers door-to-door after college.

The good news? Leadership is a skill. And like any skill, it can be developed — through self-awareness, learning, resilience, and a commitment to constant growth.

4. What are some of the best ways for people to become more self-aware?

Self-awareness is the foundation of a mindshift. Without it, we’re running on autopilot, reinforcing the very patterns that hold us back, but thinking we’re growing.

The first step is intentional reflection. Most of us operate in a reactive state, responding to emails, putting out fires, and navigating daily demands without ever stopping to ask: Why do I think this way? Why do I act this way? What assumptions am I carrying?

Here are some practical ways to build self-awareness:

Journaling – Write down your thoughts, decisions, and reactions. Over time, patterns emerge.
Feedback loops – Actively seek input from mentors, colleagues, and even those who challenge you.
Mindfulness practices – Simply taking a few moments to observe your thoughts rather than react to them can be transformative.
Personality and strengths assessments – Tools like StrengthsFinder or the Enneagram can provide valuable insights into your natural tendencies.
Board of Directors – Change who your surround yourself with. Without realizing, we often keep the company of those who keep us right where we are.
The “Why?” method – When you make a decision or hold a strong opinion, ask “Why?” five times. You might be surprised at the subconscious beliefs driving your actions.

5. What makes it hard for people to be optimistic? Or for some, to avoid being too optimistic?

Optimism is a powerful force — but it has to be grounded in reality.

Many people struggle with optimism because they’re conditioned to focus on risks and worst-case scenarios. We live in a world where negativity is amplified — headlines focus on crises, social media fuels outrage, and many corporate cultures reward problem-spotting over possibility-seeking.

On the other hand, unchecked optimism can be dangerous. If we ignore reality, we risk falling into wishful thinking, assuming everything will work out without taking the necessary action to make it work out.

The key is pragmatic optimism — the ability to see opportunities while also acknowledging challenges. It’s the belief that the future can be better, but only if we take responsibility for shaping it.

6. Most of our audience is aware of the Fixed vs. Growth Mindset concept, but are there key aspects of this concept that tend to be overlooked or underestimated?

Yes — many people misunderstand how to actually develop a growth mindset.

It’s easy to say, “I believe I can grow,” but without action, nothing changes.

Talking about taking action is not taking action. Thinking and dreaming about it, reading about it, learning from others who do it, planning for it, none of this is taking action.

The real key is deliberate discomfort. Growth doesn’t happen in our comfort zones—it happens when we actively seek out challenges that stretch us. You have to start with disrupting yourself.

Another overlooked aspect is environment. You can’t sustain a growth mindset if you’re surrounded by people who reinforce fixed thinking. Leaders must cultivate environments where learning, experimentation, and even failure are embraced.

A growth mindset isn’t just about believing in potential — it’s about practicing resilience, adaptability, and curiosity every single day.

7. What is the role of transcendence in achieving mindshift or the relationship between them?

I tell the story about transcendence and Maslov in the book. If you’re reading this now, I hope you read the book!

Transcendence is about breaking free from the mental constraints of the past. It’s about seeing beyond immediate challenges and into what’s possible.

A mindshift happens when we transcend our habitual ways of thinking, seeing, and being. It requires stepping outside our ego, our fears, and our assumptions to view the world—and our role in it — through a fresh lens.

Great leaders transcend the present to create the future. They don’t just accept reality; they challenge and redefine it. They become it.

8. What is the relationship or overlap between futurology and mindset shifting?

Futurology isn’t about predicting the future—it’s about anticipating and preparing for it. A mindshift allows us to anticipate and shape what’s coming, rather than react to it.

A future-ready mindset means continuously questioning assumptions, scanning for emerging trends, and developing the agility to pivot before disruption forces our hand.

9. What role does storytelling play in a mindset shift for an organization instead of an individual?

Storytelling is communication and can drive cultural transformation.

Organizations shift their collective mindset when leaders craft compelling narratives that connect people to a shared vision of the future.

The most successful change initiatives are fueled by stories that inspire belief, belonging, and action.

10. From your experience, what are some of the best ways to test your story before you start to tell it?

A great story isn’t told — it’s experienced. Before launching a new narrative, whether for an organization, a product, or a movement, it’s essential to validate it in the real world. Here’s how:

Start Small, Iterate Fast – Share your story with a small, trusted audience first—mentors, team members, or even a focus group. Observe their reactions. Are they engaged? Do they lean in? Do they see themselves in the story?
The Emotional Test – A great story moves people. If it doesn’t spark curiosity, excitement, or even tension, it might need refinement. If people just nod politely, go deeper—make it more personal, more relatable, or more urgent.
Reverse Engineer It – What reaction do you want? Is your story designed to drive action? To challenge assumptions? To inspire change? If it doesn’t achieve its intended purpose, revisit the framing.
Test Across Channels – Does your story hold up in a conversation? A blog post? A social media post? A keynote? A strong narrative should be adaptable yet consistent across different mediums.
Listen for the Retell Factor – The best stories get repeated. If people remember and share your message in their own words, you’ve got something powerful. If they struggle to summarize it, it might need simplification or more emotional depth.

A story goes beyond what you say—it’s what people hear, feel, and share. Make sure it resonates before you take it to a bigger stage.

11. What’s the biggest barrier to a mindshift, and how can people overcome it?

The biggest barrier? Fear of letting go.

People often cling to outdated beliefs, behaviors, and ways of working—not because they’re effective, but because they’re comfortable. Even when the evidence is clear that change is needed, there’s a psychological safety in the familiar.

Overcoming this requires intentional unlearning. The best way to do this?

Expose yourself to new ideas and perspectives – Read outside your industry. Talk to people with different viewpoints. Travel, even if it’s just to a different part of your city. Disruption often starts with who you surround yourself with.
Challenge your own beliefs – Ask yourself: What do I assume to be true that might not be? What if the opposite were true? This exercise alone can unlock powerful insights.
Get uncomfortable, on purpose – Growth doesn’t happen in the comfort zone. Seek experiences that stretch you—whether that’s public speaking, launching a bold new initiative, or simply saying “yes” to something that scares you.
Redefine failure – Failure isn’t the opposite of success; it’s part of the process. A mindshift happens when you stop fearing failure and start learning from it.
Surround yourself with catalysts – The people around you either reinforce old thinking or help you level up. Seek out those who challenge you, inspire you, and push you to see things differently.

A mindshift doesn’t happen to you. It happens because of you. And the more intentional you are about rewiring your thinking, the more unstoppable you become.

12. What’s one thing every leader should do today to future-proof themselves?

Start with reading Mindshift! 😉

Leaders today need vision.But they also need foresight. The world is shifting too fast for traditional leadership approaches to keep up.

So here’s a challenge: Block out 30 minutes every week to explore the future.

Study emerging trends (AI, automation, shifting workforce dynamics).
Read about what’s happening outside your industry.
Watch how Gen Z and Gen Alpha are interacting with technology.
Ask, “What does this mean for me? My industry? My team?”

The leaders who thrive in the future are the ones who anticipate it today. The best way to be ready for what’s next is to start thinking like the future, right now.

Conclusion

Thank you for the great conversation Brian!

I hope everyone has enjoyed this peek into the mind of the man behind the insightful new title Mindshift: Transform Leadership, Drive Innovation, and Reshape the Future!

Image credits: Brian Solis

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Turning Bold Ideas into Tangible Results

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Exclusive Interview with Robyn Bolton

Innovation doesn’t happen without the right kind of leadership, it’s not all about the lightbulb moment or the idea that results. Innovation begins with an insight and it is effective leadership that helps pay off my definition of innovation:

“Innovation transforms the useful seeds of invention into widely adopted solutions valued above every existing alternative.” — Braden Kelley

It is no easy task to identify an insight worth investing in or to organize and lead a team to successfully pick the right idea out of a sea of possibilities, to develop it, to understand its potential advantages versus the alternatives it must displace, and to align the organization in the ways necessary to overcome any idea’s fatal flaw and shepherd it to successful launch and possibly even market development if the market for the solution does not already exist.

Innovation of course requires leadership, but do the same leadership principles apply to successfully leading innovation?

Today we will explore this question, along with many others surrounding culture, obstacles, process, strategy, and other aspects of innovation success with our special guest.

Unlocking Innovation for Leaders

I had the opportunity recently to interview Robyn Bolton, who works with senior executives at medium and large companies who are committed to using innovation to confidently and consistently drive revenue growth. She works with companies in various industries, including industrial goods, healthcare, consumer goods, and education under her consulting firm MileZero. She is also a professor at the Massachusetts College of Art & Design in the Master of Design Innovation program. Prior to founding MileZero, Robyn served as a Partner at Innosight, the innovation and growth strategy consulting firm co-founded by Harvard Professor Clayton Christensen, worked as a consultant and project leader for The Boston Consulting Group in both Boston and Copenhagen Denmark, and earned her MBA at Harvard Business School.

Below is the text of my interview with Robyn and a preview of the kinds of insights you’ll find in Unlocking Innovation: A Leader’s Guide for Turning Bold Ideas Into Tangible Results presented in a Q&A format:

1. Why do so many companies struggle to innovate?

Companies struggle because they think innovation is an idea problem. It’s not. It’s a leadership problem. What I mean by that is executives who excel at running the core business are often asked to innovate (create new things) while they operate (run the existing business). Naturally, these executives rely on the very instincts and behaviors that made them successful – making quick decisions based on data and experience, striving to rapidly eliminate risk, and repeatedly and consistently delivering results. The problem is that these behaviors doom innovation efforts. They demand detailed financial forecasts when no data exists, expect quick returns on long-term investments, and try to eliminate risk from an inherently uncertain process. Success requires leaders who recognize that innovation is the opposite of operations and are willing to do the opposite of what made them successful operators.

2. Why is it so hard for innovation labs to last more than a couple of years?

Innovation labs struggle because organizations treat them like startups but expect them to operate and produce results like the core business. Executives launch labs with promises of freedom and flexibility but quickly start demanding predictable results and quick returns. By the start of the second year, executives are anxious for tangible financial results, especially as economic pressures mount, core business results slip, or a new executive arrives questioning innovation investments. Without a plan to demonstrate measurable progress in Year 2, deliver tangible results in Year 3, and a leader willing to advocate for innovation and the organizational clout to stave off skeptics, labs are easy targets for cost-cutting.

3. What does it take to build a solid foundation for innovation?

A solid innovation foundation requires a holistic approach, what I call the ABCs: Architecture, Behavior, and Culture. Architecture includes the strategies, structures, and processes that guide how work gets done. Behavior – specifically leadership behavior – turns words into actions and demonstrates what the organization truly values and believes about innovation. Culture establishes, expands, and sustains an environment where creativity and experimentation can thrive. But behavior is the most critical element because without leaders modeling the right behaviors, the best architectures fail and cultures crumble.

4. What is it that makes innovation almost the opposite of operations?

Operations exist in what Rita McGrath describes as a high-knowledge, low-assumption environment where leaders can predict outcomes based on past experience. Innovation occurs in low-knowledge, high-assumption environments where no one knows what will work, and past experiences are more likely to be misleading than helpful. Operational excellence comes from eliminating variation and risk. Innovation requires embracing uncertainty and learning from failure. The mindsets and behaviors that make someone a great operator – decisiveness, risk elimination, decisions based on quantitative historical data – hinder innovation success.

5. What would your advice be to an innovation professional on how to prevent innovation zombie projects from emerging?

Zombies exist because managers are reluctant to kill projects because that may mean that they were wrong. Instead, they put the projects on pause or delay work until the next round of funding. The key to preventing zombie projects is recognizing and communicating that the decision to start wasn’t wrong. It was based on the information available at the time. New information is now available, resulting in a different understanding of the situation and, therefore, a different decision. This learning process becomes infinitely easier when you have a (relatively) objective and (completely) transparent decision-making tool outlining clear criteria for what makes an innovation attractive and worth pursuing – what I call an “innovation playground.” This framework defines what’s “in play” (attractive), “in bounds” (worth discussing), and “out of bounds” (not worth pursuing) across multiple dimensions like strategic fit, customer benefit, and required capabilities. Of course, this tool is only as useful as the people who use it, so leaders need the courage to make and stick to hard decisions about stopping projects that don’t meet the criteria.

6. Which is more important for innovation success? Leadership, strategy or culture?

Leadership behavior is the foundation for everything else. I’ve worked with companies that have brilliant strategies or are famous for their innovation cultures but are unable to get results from their innovation investments because their leaders don’t demonstrate the right behaviors – embracing uncertainty, making decisions with incomplete information, treating failure as learning. That’s why the “B” in the ABCs of Innovation (Behavior) comes first. Executives must recognize that their instincts and behaviors need to change before they can become successful innovation leaders.

7. Is there any such thing as a perfect innovation process? If not, what are the key components for any innovation process?

There is no perfect process. Innovation isn’t baking, where following a precise recipe guarantees success. However, there are essential components that every innovation process needs: diagnosing the real problem to solve, designing multiple potential solutions, developing and testing assumptions, de-risking through experimentation, and delivering value. The order of these steps matters, but everything else – the specific activities, tools, metrics, and timelines – can and should be adapted to your organization’s needs and culture.

8. What makes one innovation culture more successful than another?

Successful innovation cultures share three characteristics: First, they’re authentic to the organization rather than copied from another company. Second, they recognize that operators and innovators are equally important and valuable to the organization and work hard to strike the right balance between protecting innovation teams and connecting them to the core business. Third, and most importantly, they’re actively demonstrated through leadership behaviors, not just written on posters or mentioned in town halls.

9. Innovation labs/teams/groups often have a different culture from the rest of the organization. Is it possible to spread the culture out of the lab and infect the rest of the organization? How?

Yes, but it requires patience and intentionality. Start by sharing stories that make innovation relatable and relevant to everyone. If you can’t answer “What’s In It for Me” for each person in the organization, you can’t expect them to change their focus or behavior. When people express interest, invite them into your team’s traditions and events. Don’t force participation – remember that not everyone wants to or needs to be an innovator. Most importantly, teach and support those who are interested in innovation while celebrating the operators who keep the core business running. Culture spreads through pull, not push.

10. One of the most dangerous moments for any promising innovation project is the transfer of out of the lab and into an operational unit of the main organization to scale it. How can organizations do better at scaling up innovation experiments into equal members of the organization’s solution catalog?

The valley of death is real! The key to crossing it is to view it as a relay rather than just chucking something across the chasm. Historically, executives have been afraid of distracting core business teams with uncertain projects so they wait until launch to involve the people who will ultimately own the innovation. While this still occurs, I’m starting to see companies over-correct and bring operators into the process at the very start, including them in activities and decisions when the team is still operating in a highly ambiguous and uncertain space. Success requires meeting in the middle. When innovation teams know more than they don’t know, that’s when collaboration between innovation and operational teams starts. From that point through launch, innovators and operators should work hand-in-hand to understand and navigate uncertainty while adapting their plans, processes and metrics to ensure market success without losing the critical insights that sparked the innovation. Most importantly, Senior leaders must stay engaged, understanding and supporting the additional time and resources needed during the transition period.

11. Anything you wish I’d asked?

I wish you’d asked, “What does innovation leadership success really look like?” Because while revenue and survival rates are measures of success, I believe that the real measure is the lives you change. Given that only 0.002% of incubated ideas generate meaningful revenue, and 90% of innovation labs shut down within three years, there’s no guarantee that your work will become a wild, world-changing success. That doesn’t mean that you failed. For me and so many of the successful leaders with whom I’ve worked, success is also giving someone the courage to challenge the status quo because they see you doing it. It’s inspiring someone to take risks when you break the rules thoughtfully and responsibly. If you’ve helped even one person discover their potential as an innovator or creative problem-solver, you’ve succeeded.

Conclusion

Thank you for the great conversation Robyn!

I hope everyone has enjoyed this peek into the mind of the woman behind the insightful new title Unlocking Innovation: A Leader’s Guide for Turning Bold Ideas Into Tangible Results!

Image credits: MileZero (Robyn Bolton)

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Audacious

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How Humans Win in an AI Marketing World

Exclusive Interview with Mark Schaefer

Mark W Schaefer The rise of artificial intelligence (AI) has led to a tsunami of AI-generated content, and according to Gemini these are some of the concerns for marketers:

Erosion of Brand Authenticity: AI can generate marketing copy, social media posts, and even personalized emails. The fear is that over-reliance on AI-generated content could lead to a loss of genuine brand voice and connection with customers, making marketing feel impersonal and manufactured.

Decreased Content Quality and Creativity: While AI can produce grammatically correct and seemingly relevant content, it may struggle with nuanced storytelling, truly innovative ideas, and emotionally resonant messaging that connects deeply with human audiences. This could lead to a decline in the overall quality and impact of marketing content.

Over-Saturation of Generic Content: If many marketers use similar AI tools and prompts, there’s a risk of the internet becoming flooded with repetitive and unoriginal content. This could make it harder for brands to stand out and capture attention in a crowded digital landscape.

Misuse for Deceptive Marketing Tactics: AI could be used to create highly targeted but deceptive marketing campaigns, such as generating fake reviews, creating convincing but misleading product descriptions, or even impersonating real people or brands. This could erode consumer trust and damage the reputation of ethical marketing practices.

Loss of Control Over Brand Messaging: While AI can assist with content creation, marketers may find it challenging to maintain complete control over the messaging and tone of AI-generated content. This could lead to inconsistencies in branding and potentially even PR crises if the AI produces something inappropriate or off-brand.

Now that we’ve got the ironic bit out of the way of asking AI to tell us what marketers have to fear from AI (in italics), let’s dive into the heart of this article and hear from the humans.

The Audaciousness of Humans

I had the opportunity recently to interview Mark Schaefer, a globally-acclaimed author, keynote speaker, and marketing consultant. He is a faculty member of Rutgers University and one of the top business bloggers and podcasters in the world. Audacious: How Humans Win in an AI Marketing World is his eleventh book, exploring how companies can create more effective marketing by being audacious.

Below is the text of my interview with Mark and a preview of the kinds of insights you’ll find in Audacious presented in a Q&A format:

1. We are seeing a marketing evolution from messages to stories, agree or disagree? Or is the evolution to something else?

This is an interesting question. Marketing is about creating customers. Our ability to do that has been dramatically changed by technology.

Let’s say 50 years ago, messages and taglines were about our only options. Advertising is expensive. Space was limited.

But in the Internet age, we have virtually unlimited space to tell a story at no cost. And stories can be created by anyone. I think the evolution of marketing right now is when we can do something so worthy, so memorable, so useful, that our customers can’t wait to tell the stories for us.

2. What impact are we seeing from AI on marketing?

There are two types of marketing – performance and brand marketing.

Performance marketing is about repetitive acts like ads that create traffic for the top of the funnel. These activities will almost certainly be dominated by AI.

Brand marketing creates meaning – an emotional expectation for your company or product. In this respect, AI can still have a major impact on creativity and planning, but I forecast that there will still be a human role to play for years to come.

The most effective connections still come from relationships with people!

3. Product, service, solution, experience… In today’s world, which is the most important?

The beauty of our world is that it is filled with people who have diverse perspectives and needs! Some people might buy on value, some might buy on performance, or even the status they feel when they own a product.

However, at the very highest level, I think experience is an interesting opportunity for brands. Let’s look at Patagonia, for example, it does not product the cheapest clothes, or the most functional or beautiful. But the brand MEANS something to a devoted fans because of a shared experience or responsible outdoor recreation.

4. With people drowning in content, how are marketers supposed to reach their target customers?

This question really cuts the heart of my research and writing over the last 15 years and it is the theme of my new book Audacious: How Humans Win in an AI Marketing World.

The book reveals research that shows that the vast majority of marketing and advertising is boring and ineffective and AI is making it more so. I would say we are in a pandemic of dull.

Competent doesn’t cut it. Competent is ignorable. So we need to ignite human creativity in a new way by disrupting traditions and norms. Changing HOW we tell a story. Changing WHERE we tell a story. Changing WHO tells the story.

It is time for audacity in our marketing. That is the only way we’ll cut through the clutter to be seen and heard. Audacity is now a survival skill.

5. Shock and Awe, which one should marketers focus on and why?

I actually address both of these in the new book!

Awe is an under-appreciated source of success in marketing. It’s not just about something that is vast and overwhelming. It can be something as simple as bringing people together in a meaningful new way that creates a shared experience. Wouldn’t it be amazing if people added more awe to their marketing?

Shock is also an overlooked idea. I don’t mean being offensive or reckless, but just waking up the sense to something completely different. A good example of this is Liquid Death, the fastest-growing beverage brand in America.

Nobody calls their product “Death.” So right from the start they have your attention. Their advertising features water boarding and kids chugging glasses of sugar. It is difficult to watch. But you don’t forget it, either.

6. You’re in charge of marketing the iPhone 17 and it’s basically the same as the iPhone 16, except now it’s available in Magenta. How would you change the marketing for a product that basically hasn’t changed?

This product introduction might actually work, but not for everyone.

You might recall that Apple introduced a black “U2” iPod many years ago. It sold out. It only worked because Apple already had a massive base of loyal fans – and so did U2! So even though the product wasn’t very different, the meaning for the fanbase was.

Normally, introducing a product with no discernible new value would be foolish but it is possible if the brand has meaning.

An example from my book is the game Cards Against Humanity. People invested in a hole in the ground and dried cow turds because they just wanted to be part of the fun. The value was in the meaning, not the product.

7. What does disruptive marketing look like now and in the future? What will become normalized?

The irony is, disruptive marketing is rapidly normalized. Here’s what I mean. The cover of my book is a world first – a QR code that creates an evolving, morphing cover based on the stories in the book. That is disruptive.

But you can only be disruptive once. From here on out, anybody who has QR code book cover will simply be copying me. The disruption has been normalized. You can only be audacious once.

8. Why are there so many damn QR codes in the book? 😉 (wink)

My book is full of “oh wow” moments. But a lot of them are better viewed than described. For example, a star of the book is Michael Krivicka, the king of viral video. I have never met a person with a keener sense of storytelling. There is no way you can appreciate his skill without seeing a video, so I provided QR code links so everyone has the chance to do that!

9. Where should marketers be careful as they challenge the standard ways of marketing, to be audacious?

There are lots of reasons why marketers should be conservative and traditional, especially when following laws and regulations.

However – if you’re staying in a boring box because there is fear in your organization, because dull is normal in your industry, or simply afraid, then you are vulnerable. The AI bots are here. They are competent, and in most cases more than competent. But you still own crazy. The companies that unleash the unique human fireworks of creativity will thrive in the AI era!

Conclusion

Thank you for the great conversation Mark!

I hope everyone has enjoyed this peek into the mind of the man behind the inspiring new title Audacious: How Humans Win in an AI Marketing World!

Image credits: BusinessesGrow.com (Mark W Schaefer)

Content Authenticity Statement: If it wasn’t clear above, the short section in italics was written by Google’s Gemini and the rest of this article is from the minds of Mark Schaefer and Braden Kelley.

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Six Ways to Put Customers At the Center of Your Business

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Six Ways to Put Customers At the Center of Your Business

GUEST POST from Shep Hyken

It’s not uncommon to hear leaders say, “We must put the customer at the core of everything we do.” What does that really mean? I had a chance to interview Howard Moodycliffe for Amazing Business Radio. Moodycliffe is the CEO of TimeToReply, a SAAS company that empowers employees to deliver fast, efficient, consistent responses through email. In our interview, he gave his take on the “customer at the core of your business” comment and more. Below are some of what he believes goes into a successful customer experience, followed by my commentary.

1. Put the Customer First – According to Moodycliffe, this is the most important strategy. Here’s his advice. Answer the question, “What experience do you want your customers to have?,” and then create it. Customers must feel valued and respected, and their needs must always be at the forefront of anything you design—both the product or service and the process of doing business with you.

2. Be Proactive and Respond Quickly – A fast response is good, but proactive communication is better. Moodycliffe can look at customers’ data and determine if they should receive a proactive email. He’s also quick to point out that email is just one channel. His concept applies to customer communication regardless of the channel. In our interview, I shared that one of my clients in the internet/cable industry gathers all of the ways a customer can be contacted: email, phone, social channels, WhatsApp, etc. If there is a problem, they send announcements to all channels, hoping to reach the customer on one of them. As for responding quickly, knowing what the customer expects is essential. He quotes Jay Baer, who says, “Response time should be just a little faster than the customer expected.” And realize that each channel has different expectations. You probably won’t be happy if you call customer support and are put on hold for fifteen (15) minutes. But you would be elated if you sent an email and received a response within two hours.

3. Personalize the Experience – Moodycliffe says, “Customers want to feel like they are more than just a number.” Our customer experience research found that 71% of customers believe a personalized experience from an agent or company employee is important. However, making a customer feel as if they are an account or a number could be worse than a generic, un-personalized experience.

4. Use Technology to Your Advantage – Tech in customer service can be used to automate tasks, provide self-service options, and collect/analyze feedback. Moodycliffe emphasizes that technology should empower employees when they interact with customers. If you bring in a new program that is cumbersome and difficult for employees, that pain will eventually be felt by customers on the outside.

5. Empower Your Employees – While this has been preached by many (including myself), we all need to be reminded of the importance of letting your employees do what they are being paid to do: take care of customers (or other employees). In addition, another advantage of using technology is that it empowers users (employees) to be more effective and efficient at what they do.

6. Measure and Improve – The first thing that came to mind when Moodycliffe mentioned this was the quote often attributed to Peter Drucker: “You can’t manage what you don’t measure.” You can’t assume that you’re delivering a great customer experience. You must measure your performance and use feedback to create a better experience.

In today’s competitive landscape, the notion of putting customers at the core of your business isn’t a cliché — it’s a mandate for success. From Moodycliffe’s insights to research-backed strategies, it’s clear that proactive, personalized, and technology-empowered strategies are not an option but essential.

Image Credit: Pexels

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Growing Your Business with Customer Obsession

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Growing Your Business with Customer Obsession

GUEST POST from Shep Hyken

A 21-year-old college senior and his roommate started a business that stored students’ belongings over the summer. They rented a warehouse and hired a local trucking company to pick up items at the dorms and take them to the warehouse to store for the summer. The company was becoming a college business success story. Then, in the middle of final exam week, the trucking company quit the project with 84 more pickups and customers left to service.

What does an entrepreneurial senior in the middle of final exams do? If he’s customer-focused (and he is), he stays up all night studying and doing pickups himself, honoring his commitment to these 84 students and still passing his exams!

That’s the beginning of Mark Ang’s story. Today, just six years later, Ang is the CEO and co-founder of GoBolt, which has evolved into a successful logistics company from what he and his roommate, Heindrik Bernabe, started in college. That company has gone beyond serving college students and now provides logistics and “last mile” delivery services for many businesses and well-known brands. Currently, they have over 1,500 employees, 14 warehouses and hundreds of trucks across the U.S. and Canada. The company is an Ernst & Young Entrepreneur of the Year finalist, a multi-year winner of Deloitte’s Fast 50 and a recipient of the SupplyTech Breakthrough Award for Last Mile Solution Providers.

I interviewed Ang for Amazing Business Radio, and we talked about the secret of his success. Today, his company continues to grow at an exponential rate. The secret, according to Ang, is to live by these three main principles:

1. Customer Obsession

Just as he honored his commitments to his customers during his final exam week in college, he continues to obsess over making sure his customers are taken care of in a manner that will grow their trust and confidence in the organization.

2. Failure Is Not an Option

Ang would not accept defeat when the trucking company he hired in college broke their agreement. He figured out how to juggle school and business and came out on top of both, and he continues to focus on this principle today.

3. An Insatiable Desire to Win

This is where “Failure Is Not an Option” comes to life. Combining this principle with a love and obsession for your customers gives you a formula for success.

Even with these three principles in play, you must still be smart about running a business. These principles serve as a backdrop to many of Ang’s processes, strategies and tactics for running the company. Here are some of his customer-obsessed strategies that have helped him grow the business to where it is today:

Availability: A brand needs to be available to its customers 24/7. While not all businesses need around-the-clock support, his company does. Technology can answer the most basic questions at any time of day. Ang and his partner, co-founder and CTO of the company, leverage technology to deliver the best customer service.

Communication: Brands must provide communication channels that are convenient for customers. The customers will reach out by phone, email, chat, social media and other channels, and the company must be there to listen and respond.

Get It Right the First Time: This is another way of saying first-contact resolution. If agents have the correct customer information in front of them, they should be able to handle questions, problems or complaints on the first call. No customer should have to call back again and again to get an issue resolved.

Proactive Customer Support: If there is a problem the company knows about, reach out to customers before they call in. The credibility and trust that builds is huge. For example, a shipment might get delayed because of the weather. Ang believes (and he’s correct) that the right thing to do is to immediately inform the customer. It may not be good news, but it is information that the customer needs.

Ang’s final comments in our interview were to invest the time needed to create the optimal experience. Customer support, by nature, is reactive. It’s easy to get inundated with activity as you work in your business and not on your business. Take time to learn about what your customers want, research the right technology for your business and spend time with your team to understand what they need to be a customer-obsessed organization.

This article originally appeared on Forbes.com

Image Credit: Shep Hyken

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Latest Interview with the Future Forward Podcast

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I recently had the opportunity to sit down with Teresa Spangler of The Future Forward Podcast, about my work as a community builder, workshop facilitator, and thought leader on the topics of human-centered change and innovation, and some of my work with clients to create delightful customer and employees experiences, digital transformation, foresight, and innovation strategies.

But mostly in this information-packed interview, I reveal key lessons I learned along the way about how to recognize and make the most of opportunities, to make change happen, and to ultimately make a difference.

Some of the elements of the conversation came from things I discuss in my latest book Charting Change and its associated Change Planning Toolkit™. Both introduce a powerful visual, collaborative approach to human-centered change and transformation.

But we also spoke about imagination, artificial intelligence, world building, foresight and futures research.

Here is the YouTube version of my visit with the Future Forward podcast:

But, it is also available in most other places where quality podcasts are found:

If you’d like to sign up to learn more about my new FutureHacking™ methodology and set of tools, go here.

Accelerate your change and transformation success

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Branding versus Bonding

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The Importance of Community in Marketing

Exclusive Interview with Mark Schaefer

Mark W Schaefer Conventional marketing wisdom says that communities are a great way to connect with your target audience in an engaging and meaningful way. Typical justifications for building communities include:

Creating an opportunity for your brand to stand out from the competition
Providing a platform for customers to interact and collaborate with you and each other
Monitoring and responding to customer feedback quickly
Helping build trust and loyalty with your customers
Driving organic growth and engagement

But successful communities go beyond company-outwards branding and instead create customer-inwards bonding.

I had the opportunity recently to interview Mark Schaefer, a globally-acclaimed author, keynote speaker, and marketing consultant. He is a faculty member of Rutgers University and one of the top business bloggers and podcasters in the world. Mark is the executive director of Schaefer Marketing Solutions, Chief Executive Officer of B Squared Media and on the advisory board of several startups. He has been a contributor to Harvard Business Review and Entrepreneur magazine.

His latest book is Belonging to the Brand: Why Community is the Last Great Marketing Strategy and explores how companies can make more effective use of communities in their marketing activities.

Below is the text of my interview with Mark and a preview of the kinds of insights you’ll find in Belonging to the Brand presented in a Q&A format:

1. Marketers are trained to reach the right audience with the right message to be successful. How is community different from audience?

From a brand marketing perspective, an audience — a group who opts-in to your content — is very important because they’ve allowed themselves to be connected to your message. However, an even more powerful opportunity exists if you can turn that audience into a community.

There are three distinguishing features of a community:

There is communion. People know each other. They may become friends, collaborate, and help each other. This is important because that emotional benefit transfers to the brand!
Purpose. People need a reason to gather. They want to grow something, change something, build something. How does this purpose intersect with the purpose of the brand? That’s when the magic starts to happen.
Adaptability. The priorities of a community will change over time as the world changes. A community cannot be rigid in its structure or it will become irrelevant.

2. Why should marketers invest in learning how to build and connect with communities?

I have been in marketing nearly four decades and I can say with some authority that our job is harder than ever! Many traditional channels just don’t work any more. We are in a streaming media society now and most people sim0lt block us out.

Community provides a new way to connect in a meaningful way with customers. In fact, it might be the only type of marketing people won’t block. It’s the only kind of marketing people actually need because community is essential to our psychological health, especially now.

So, I think it makes sense for businesses to at least consider community since that may have no other choice.

3. Why do people join communities?

Psychological studies show that community is not just a nice-to-have. It is essential for our social well-being. Studies show that we are even physically better off when we have meaningful relationships in a community. So this is a deep-seated need in us from the beginning of time and it will always be there.

4. How can we be more connected than ever before, but also more alone?

I think social media gives us the impression that we are just a click away from a relationship but we’re not. Much of this time online is empty social calories. There is definitely a positive role social media can play in connecting people and building relationships, but it is also a powerful source of disconnection, depression, and isolation. Much of this problem was amplified by the pandemic, but the global mental health crisis has really been creeping up on us since the 1960s.

5. Are there secrets to intentionally building a community?

My book provides a framework for building a community. Some of the essential steps include:

Assessing the culture — Community is a business strategy, not just a marketing strategy. Is the organization behind the idea?
Establishing purpose — is there a meaningful reason to gather?
Building a tribe — Where are the important early members?
Leadership — Nurturing a community is much different than what we are accustomed to in a traditional marketing role.
Building — Building a community is constant hard work
Measurement — This is difficult in a community but my book provides a path forward

6. What should marketers be most careful of when using community as a marketing strategy?

Most communities fail because they are designed to sell stuff! Obviously, we do need to sell stuff, but that’s not a reason to gather. If you provide great value to your customers, they will naturally be attracted to your products and services.

7. Should everyone be equal for a community to be successful?

I’m not sure if people are ever equal in every way. We all have our own unique talents. In a community, leaders will naturally emerge. A big part of community management is recognizing emerging leaders and bestowing them with status.

8. Where should companies build a community?

There is no cookie-cutter answer to that. But it helps if the community is part of a person’s natural daily organic experience. For example, if your customers like Facebook and visit there every day, it would be easy for them to find your community there. Try not to build your community in a place that requires new skills or an extra click.

9. Who in the marketing department should own community strategy?

I’m not sure that is important as long as it IS the marketing department. It’s unbelievable to me that 70% of existing brand communities do NOT report to marketing. This is frankly hard to understand. A community is the front line of your business — the most important customer connection. How can that no be part of marketing?

10. What does community success look like?

In the long term, there has to be a financial benefit, but in the short-term, engagement is probably the most important metric. For example, Sephora is a global cosmetics retailer with hundreds of brick-and-mortar locations. However, 80 percent of their revenue comes from their online community.

Their most important metric? Engagement. If people are talking about the company’s content and activities, it is a sign that are staying relevant and moving in a way that will lead to more brand advocacy and sales.

In the context of social media, I’m not a big fan of engagement as a metric, but in community, it is probably the most important leading indicator of financial success.

Conclusion

Thank you for the great conversation Mark!

I hope everyone has enjoyed this peek into the mind of the man behind the inspiring new title Belonging to the Brand!

Image credits: BusinessesGrow.com (Mark W Schaefer)

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Lobsters and the Wisdom of Ignoring Your Customers

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Lobsters and the Wisdom of Ignoring Your Customers

GUEST POST from Robyn Bolton

Being the smart innovator (and businessperson) you are, you know it’s important to talk to customers. You also know it’s important to listen to them.

It’s also important to ignore your customers.

(Sometimes)

Customers will tell you what the problem is. If you stay curious and ask follow-up questions (Why? and Tell me more), they’ll tell you why it’s a problem and the root cause. You should definitely listen to this information.

Customers will also tell you how to fix the problem. You should definitely ignore this information.

To understand why, let me tell you a story.

Eye Contact is a Problem

Years ago, two friends and I took a day trip to Maine. It was late in Fall, and many lobster shacks dotting the coast were closed for the season. We found one still open and settled in for lunch.

Now, I’m a reasonably adventurous eater. I’ll try almost anything once (but not try fried tarantulas). However, I have one rule – I do not want to make eye contact with my food.

Knowing that lobsters are traditionally served with their heads still attached, I braced for the inevitable. As the waitress turned to me, I placed the same order as my friends but with a tiny special request. “I’ll have the lobster, but please remove its head.”

You know that scene in movies when the record scratches, the room falls silent, and everyone stops everything they’re doing to stare at the person who made an offending comment? Yeah, that’s precisely what happened when I asked for the head to be removed.

The waitress was horrified, “Why? That’s where all the best stuff is!”

“I don’t like making eye contact with my food,” I replied.

She pursed her lips, jotted down my request, and walked away.

A short time later, our lunch was served. My friends received their lobsters as God (or the chef) intended, head still attached. Then, with great fanfare, my lobster arrived.

Its head was still attached.

But we did not make eye contact.

Placed over the lobster’s eyes were two olives, connected by a broken toothpick and attached to the lobster’s “ears” by two more toothpicks.

The chef was offended by my request to remove the lobster’s head. But, because he understood why I wanted the head removed, he created a solution that would work for both of us – lobster-sized olive sunglasses.

Are you removing the head or making sunglasses?

Customers, like me, are experts in problems. We know what the problems are, why they’re problems, and what solutions work and what don’t. So, if you ask us what we want, we’ll give you the solution we know – remove the head.

Innovators, like you and the chef, are experts in solutions. You know what’s possible, see the trade-offs, and anticipate the consequences of various choices. You also take great pride in your work and expertise, so you’re not going to give someone a sub-par solution simply because they asked for it. You’re going to provide them with olive sunglasses.

Next time you talk to customers, stay curious, ask open-ended questions, ask follow-up questions, and build a deep understanding of their problems. Then ignore their ideas and suggestions. They’ll only stand in the way of your olive sunglasses.

Image credit: Pixabay

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Innovation and Transformation Advisory and Connection Opportunity

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Innovation and Transformation Advisory and Connection Opportunity

Braden Kelley has been focusing on human-centered change and innovation for more than twenty years, bringing in elements of design thinking, customer experience, employee experience and digital transformation as needed.

On November 18, 2022 our founder will be in New York City (Midtown Manhattan) and available to connect for any of the following purposes:

Private keynote or workshop for your organization

Certification session on the Change Planning Toolkit™ and/or FutureHacking™ sets of tools for your team

Featured keynote speaker or workshop for a sales event or conference

Advisory session to provide input on a specific innovation project or your overall innovation or transformation program

Audio or video podcast appearance

Grab a coffee or a meal — to connect or reconnect

Or, if you think Braden should interview you on camera to join the video interviews he’s done with luminaries like Dean Kamen, Seth Godin, Dan Pink, Roger Martin, Kevin Roberts, and most recently – PepsiCo’s Chief Design Officer Mauro Porcini – Braden will bring his video camera!

If you work in Manhattan or are willing to travel in from elsewhere in the greater New York City metropolitan area (or the world) and are looking to increase the innovation or transformation capabilities of your organization or to de-risk an innovation project by getting an outside perspective, or just to connect, contact Braden to book time on November 18, 2022.

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Bridging the Gap Between Strategy and Reality

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Bridging the Gap Between Strategy and Reality

by Braden Kelley

Recently I had the opportunity to interview Whynde Kuehn, author of the new book Strategy to Reality.

Whynde Kuehn is the Founder and Managing Director of S2E Transformation. Whynde is a recognized global thought leader and a long-time pioneer, practitioner and educator in digital transformation, strategy execution and business architecture, a foundational discipline for enabling end-to-end transformation and organizational agility. She regularly speaks, writes and chairs/co-chairs events with a mission to advance best practices and facilitate community and advocacy across the globe. Whynde is Co-Founder, Vice President, and Academic Committee Chair of the Business Architecture Guild®, a not-for-profit organization focused on the advancement of the business architecture discipline.

The interview dives into how to move big ideas into action, along with exploring several business architecture, strategy and digital transformation topics.

Without further ado, here is the transcript of that interview:

1. What is the difference between an enterprise architect and a business architect?

We can generally think of enterprise architects as professionals who facilitate the development and usage of enterprise architecture to enable effective strategy execution, decision-making, and macro-level design for their organization and the ecosystem in which it operates.
For reference, the Federation of Enterprise Architecture Professional Organizations (FEAPO) characterizes enterprise architecture as “a well-defined practice for conducting enterprise analysis, design, planning, and implementation, using a holistic approach at all times, for the successful development and execution of strategy. Enterprise architecture applies architecture principles and practices to guide organizations through the business, information, process, and technology changes necessary to execute their strategies. These practices utilize the various aspects of an enterprise to identify, motivate, and achieve these changes.”

Enterprise architecture is comprised of multiple architecture domains, which we can think of as business architecture + IT architecture, where IT architecture includes application architecture, data architecture, and technical architecture. In practice, some organizations structure with architects practicing within each architecture domain specialty who collaborate with each other (with no overall enterprise architect role) while other organizations have both an overall enterprise architect role in addition to the specialized architect roles. In the latter case, while an enterprise architect focuses across all architecture domains, they often tend to be T-shaped or V-shaped where they are deeper in one specialty over another.

So, what is the difference between an enterprise architect and a business architect? The answer is somewhat dependent on the context of an organization’s structure and practice, but generally speaking, an enterprise architect practices across all architecture domains, where a business architect focuses just on the business architecture domain (and partners with other architects). Additionally, here are a few important things to keep in mind:

All architects should share a base set of competencies as well as those specific to their area of specialization
All architects should be fluent in their organization’s business architecture
Close partnership and integration across all architecture domains and architect roles is critical for success, this includes cohesiveness of the architecture knowledgebase as well as how architects work together (and with other roles) to deliver value to the organization
To maximize value, the business architect role should be business-focused and strategically positioned
Business architects can focus on different scopes, from the full enterprise to a set of capabilities to a specific business domain; they always consider the bigger picture though regardless of scope

2. Why do organizations need business architects?

We know that organizations are going through a time of tremendous transformation, and that change and disruption are part of our new normal. A business architecture is most useful in the context of change, which is why we have seen an increase in adoption of the discipline worldwide. Business architects help organizations to create a clear and shared macro level understanding of where the organization is today, where it is going in the future, and how it will get there.

Business architects play a unique (and often missing) role to help inform and translate strategy into the cohesive set of changes needed across people, process, and technology to make that direction real (using value streams and capabilities as a key means to organize changes). They also help to ensure alignment across an organization. This includes both ensuring that the initiatives and solutions delivered meet the original business and architectural direction as well as ensuring that investments in capabilities (implemented through people, process, and technology) are appropriately harmonized across business units, products, and geographies.

Beyond their unique role in helping to inform, translate, and align strategy to execution, business architects also help to steward their organization’s business architecture knowledgebase. A business architecture is like a blueprint that provides a shared language and mental model for an entire organization, and it is owned by the business. A business architecture can and should be used by anyone in an organization for decision-making and an important part of the business architect role is to support others in doing so.

The diagram below reflects the contemporary practice of business architecture as context for questions 1 and 2. Business architecture lives in two worlds, first as part of the enterprise architecture umbrella (right) but also as a key contributor in a strategic management context (left).

Whynde Kuehn Business Architecture Diagram

3. What does it take to be a good business architect?

There are a few characteristics that encapsulate how good business architects think and act. For example, they are value-driven and focus on business value, outcomes, and results for their organization and its customers or constituents. Business architects are business-minded with a strong command of how business works, how to evolve business models and formulate strategies to win, and how to design an organization for effectiveness and agility (this includes having a command of technology and how to leverage it strategically). They are enterprise advocates, always bringing people together across organizational silos and back to the bigger picture of the enterprise. Business architects are bridge builders, knowing that it takes an ecosystem of teams to translate strategy into action and run an organization successfully. While business architects perform unique responsibilities, they also build close partnerships with others because they realize their own success – and the success of the organization – depends on making other people successful. Business architects are also visualizers and storytellers to create clarity and common understanding and they serve as change agents for new ideas. Business architects help to simplify, visualize, and explain complex concepts and show new connections.

Beyond these characteristics, a great business architect needs a depth of knowledge and experience including building a business architecture baseline (capabilities, information concepts, and value streams) at the enterprise level architecting change initiatives, and working across the life cycle from strategy to execution.

Becoming a great business architect is a journey that takes time, but a very rewarding one along the way. A truly successful business architect majors in business architecture, but minors in other disciplines and frameworks. The most adept business architects think strategically and architecturally to facilitate strategy execution and solve complex problems, leveraging business architecture as the foundation, blended seamlessly with many other approaches and abilities. This means that great business architects continually develop and leverage a wide range of knowledge and experiences – much of it beyond the realm of business architecture.

4. What are the key components of a business architecture?

Whynde Kuehn The foundation of a business architecture is comprised of capabilities (i.e., the reusable building blocks that describe what an organization does to deliver its products and services and support its operations), value streams (i.e., the high-level flows that deliver value to an external or internal stakeholder), and a cross-mapping between them (to depict where reusable capabilities are leveraged to deliver business value). In addition, a set of information concepts underpin the capabilities and value streams – and the entire business and IT architecture – and give people a truly shared definition of key terms such as customers, partners, products, assets, and so forth.

In addition to these three fundamental business architecture domains, there are seven additional business domains that are represented through an organization’s business architecture including business units (internal business units and external partners), products (the goods and/or services an organization offers to its customers/constituents), policies (external regulations and internal polices), stakeholders, strategies, metrics, and initiatives.

In addition, business architecture connects to the domains within other disciplines as well such as to journeys from the customer experience discipline, processes from the business process management discipline, requirements from the business analysis discipline, and applications and software services in the application architecture.

A business architecture is essentially an interconnected and multidimensional set of views, stored in a reusable knowledgebase, that can be used to inform many different business scenarios.

5. Who are the key stakeholders for a business architecture?

While the overall value proposition for business architecture is to enable effective strategy execution, business architecture is a bit like a Swiss army knife in that it can be used for a broad range of business usage scenarios and decision-making.

As a result, each organization needs to define its goals for leveraging the discipline for value. For example, while many organizations leverage business architecture for informing, translating, and aligning strategies and transformations, other organizations focus on leveraging the discipline for macro level simplification and effectiveness, business and IT alignment, or even a repeatable way to approach acquisitions.

As a result, the key stakeholders for business architecture within an organization can vary based on how the discipline is being used. However, some of the most common stakeholders for business architecture include strategy and transformation leaders and their teams along with portfolio managers, strategic planners, and technology leaders from CIOs and CTOs and down. Other key stakeholders include C-level business leaders, business unit leaders, product leaders, innovation leaders, risk managers, compliance managers, program and project managers, data management leaders, human-centered designers, organization designers, organizational change managers, business process professionals, business relationship managers, business analysts, IT architects, and many more.

6. How does one “use” a business architecture?

Generally, there are three categories of usage for a business architecture: to (1) facilitate effective strategy execution as mentioned earlier, to (2) help organizations design or redesign for effectiveness and agility, and to (3) inform a wide variety of business and technology decision-making scenarios.

For organization design and redesign, consider that we can assemble capabilities in different ways to deliver new value, products, and services. We can also design our organizations with increased efficiency, for example, by reducing the number of systems needed to automate the same capability.
For decision-making, consider that a business architecture knowledgebase is the go-to place for information about an organization at a macro level. As a result, we can get holistic answers framed in a shared business context to support decision-making around strategic alignment, customer experience, product management, investments, cost, risk, compliance, outsourcing, business and IT alignment, application portfolio management, technical debt, cloud strategy and migration, sustainability, mergers and acquisitions, divestitures, joint ventures, and more.

7. Why is it so challenging for organizations to move big ideas into action?

Organizations may formulate excellent strategies, but the challenge often occurs in the translation of those ideas across a large organization with many business units, products, and regions. I believe there are a few foundational challenges that contribute to this.

First, organizations do not always have a formalized, cohesive approach to strategy execution that knits together all the teams from end-to-end to develop strategies, architect changes, plan initiatives, execute solutions, and measure success. We may do this for parts of the process, but we do not necessarily look at the whole of strategy execution with the same criticality and accountability as we do with other functions such as sales, marketing, or finance.

Second, large organizations are still siloed in many ways, which shapes the behavior, thinking, and priorities of individuals. For example, when it comes to investments or problem solving, we may default to what is best for our business area versus thinking about what is best for the customer and the enterprise – especially when organizational structures, motivation mechanisms, and inertia enforce the status quo.

Finally, I believe that both of these challenges are also underpinned by a need to enhance business education to teach a more comprehensive approach from strategy to execution, and normalize the idea of business and IT architecture to supplement strategic thinking and decision making.

8. Digital transformation has become an overused phrase. What is a true digital transformation?

Strategy to Reality A true digital transformation is strategic and customer-driven, leveraging technology to establish business models and ecosystems that unlock new value for organizations to thrive in the digital economy. In other words, automation alone does not constitute a digital transformation. The Institute for Digital Transformation gives us clear guidance in the Digital Transformation Manifesto – that it should “lead to metamorphic change among an organization’s products, services, systems, operations, and culture – amplified by technology.”

I believe that collectively many organizations are now coming to terms with what digital transformation really means and are starting to move beyond the hype. I also think we are reaching the point where digital business is now just regular business – where digital is no longer something separate, but just part of how an organization delivers value, strategizes, and operates.

9. Where does a successful transformation begin?

A successful transformation starts with why. What does the business want to achieve and how will we know when we have achieved it? Clear business direction and outcomes provide the critical starting point so that people across an organization can accurately determine the change that is needed, both to people, processes, technology, assets, and locations – as well as the human side of change. Clear business direction also helps to inspire people to action on a collective vision that is greater than themselves.

10. Why do so many organizations fail to succeed at both strategy and execution?

Organizations can be challenged in formulating strategy, in ultimately executing upon a strategy, or both as suggested here. From a strategy formulation perspective, much has been written by strategy experts, but from my perspective, I see organizations challenged in a few key ways. For example, some organizations lack rigor in the definition of strategy itself, where the strategy does not reflect specific choices or specifies broad (and non-strategic) goals such as to improve operational effectiveness. I also see challenges with articulating strategy where different parts of an organization describe and decompose the strategy in different ways, making goals, objectives, and courses of action difficult to understand and reconcile from an enterprise perspective. Additionally, I see challenges with communicating strategy as it filters through the layers of an organization and becomes diffused – especially without a shared understanding of the courses of action and collective changes that help people relate to the direction and what it means for them.

From a strategy execution perspective, as shared in question #7, the challenges with execution (e.g., building solutions that do not meet business needs or are duplicative) often begin upstream without a well-defined translation through a common blueprint like an organization’s business architecture. This does not mean that improvements are not necessary to execution (and many shifts are happening worldwide today such as around agile delivery), but an organization should assess each major activity from strategy to execution both individually and together as a cohesive end-to-end process.

Achieving a strategy requires clear intent translated into organized effort and the structured methods from strategy management frameworks as well as business architecture and other design disciplines can help. Hopefully the increasing awareness of the opportunity – and necessity – for effective end-to-end strategy execution will inspire and enable organizations to take further action to prepare for an increasingly disruptive and exciting business landscape for years to come.

Conclusion

Thanks to you Whynde for sharing your insights with our global human-centered change and innovation community!

To learn more about Whynde’s views on making your strategy a reality, grab yourself a copy of her new book Strategy to Reality.

Image credits: Whynde Kuehn, Unsplash

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