The Climate Crisis and Brand Futures

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StrategyDriven Marketing and Sales Article | The Climate Crisis and Brand FuturesInnovation, on which any organisation is so reliant, is about to become more dynamic and challenging than ever. For strategists, the implications are profound.

I believe that hyper-relevance, ultra-personalisation, collaboration, ethics and sustainability are the crucial foundations of success. Meanwhile, those tasked with creating that innovation are now faced with the challenge of the environmental crisis meaning that society and business alike are confronted with an existential dilemma.

It’s one that has, in the majority of cases, effectively been ignored. That dilemma has in fact become a ‘climate and biodiversity emergency’. Indeed, and as we heard recently at the WEF in Davos, the risks that the environmental-crisis poses to business have moved from ‘potentially problematic’ to ‘potentially catastrophic’.

Major action is needed, with businesses in every industry, including the ever-widening area of innovation, having crucial roles to play.

So, the catalytic times we live in have profound implications for businesses and organisations of all varieties. Indeed, the Governor of the Bank of England, memorably declared a few months ago that “firms ignoring the climate crisis will go bankrupt”.

In the context of my new book, Influencers & Revolutionaries, the issues concerned have been epitomised by Greta Thunberg’s call for systematic change in her speeches at the UN, and via the global protests organised by the Extinction Rebellion movement. XR use nonviolent resistance to protest against climate breakdown, biodiversity loss, and the risk of human extinction and ecological collapse.

Meanwhile, despite the warning of an array of respected public figures, backed up with solid scientific evidence, it’s been staggering to observe many in the mainstream media, and the upper echelons of “yesterday’s businesses” still attempt to dismiss XR. However, it was interesting to see The FT, an early mover in understanding the movement, noting that “the word ‘extinction’ in their title isn’t just referring to plants, insects and animals. It means us.” * Green 2019

From a business-futures perspective, and standing at odds with “yesterday’s organisations and yesterday’s leaders” it’s fascinating to observe how modern management theory has shifted away from the one apparently set in stone by the economist Milton Friedman, for whom the responsibility of business was purely to increase its profits.

We now see leading businesses around the world having a very different overall ‘accountable capitalism’ stance, with the ‘purpose of business’ being viewed as one that has improving society as a central aim. That is a hugely important shift, and these modernised principles reflect a very different business world than that inhabited by Mr Friedman.

This is where, for instance, the building of trust by brand’s evidencing their ongoing actions, are of such importance. (They relate to what I termed ‘reputation capital’ in my first book ‘The Post-Truth Business’ regarding whether a brand is ‘trustworthy, reliable and competent’).

In the context of the climate crisis, the issue of why we should trust ‘the organisation behind the brand’ regarding their environmental credentials, is vital. For companies that are seen, by their behaviour, to be meeting the challenges set by the climate emergency in an effective manner; then on purely consumer-engagement and brand differentiation levels, this will enable them to achieve greater business success.

Which is where ‘real purpose’ as opposed to often vague notions of ‘brand purpose’ are highlighted by those like Extinction Rebellion.

A well-known industry saying has it that the most successful companies achieve their ongoing success by preparing for change, rather than simply attempting to adapt to that change when it appears. And movements like Extinction Rebellion have clearly acted as the ‘canary in the coalmine’ in an array of critical contexts.

The responses must be a transformation of the way in which businesses are led, strategies are developed, products are created, and of the overall approaches to be taken as we move towards a circular and more ethical economy. In each case, creative thinking and collaborative approaches help to illuminate the way forward.

And this ethos is what I outline in the ‘Innovation Manifesto’ with which I conclude my new book…

About the Author

StrategyDriven Expert Contributor | Sean Pillot de CheneceySean Pillot de Chenecey has over 20 years’ experience as a brand expert, combining marketing consultancy with ethnographic activity and trend research around the world. His new book is INFLUENCERS & REVOLUTIONARIES: How Innovative Trailblazers, Trends & Catalysts Are Transforming Business.

For more information, please visit: https://www.koganpage.com/product/influencers-and-revolutionaries-9780749498689

Want To Further Your Career? Here’s How To Do It!

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There is no one in the world who wants to continue to be at the bottom of their career. There are very few who get into a junior position in a company and choose to stay there because they know how to do it. They aim for the top spot, the CEO seat. They want to be the department manager, pushing themselves to the top of their career and not settling for anything less.

If you find that you are staring at the same four walls of the cubicle that you stepped into a decade ago, then you need to give yourself a shake.

You cannot complain about your job while continuing to walk the same steps day in and day out. It’s just not okay to stay stuck – especially when you’re not okay with being stuck where you are! You could be advancing slowly, or you could have a possible future in the company in which you currently work. However, it doesn’t mean that you can’t progress. Progression is what gets you from the current workspace to something better, more satisfying and – often – with better pay.

You deserve to have the very best future you can have, and that’s why we’ve got some excellent tips to help you to further your career. Don’t stay stuck in a position you hate when there is a whole world out there for you to conquer and do well in. Let’s check out those tips!

StrategyDriven Professional Development Article | Career Development | Want To Further Your Career? Here's How To Do It!

Give Yourself Some Goals

Setting goals is a standard tip for anyone who is looking to do better in their career, but you need to think about this carefully. Goals need to be listed to keep you focused, and as you move upward through your chosen industry, you should consider making your goals smaller. Yes, your overall goal may be to own a company, but that doesn’t mean that you shouldn’t set small goals to get you where you need to be. If you know what you want, break it down as to how you plan to get there and achieve each of those little steps.

Get Educated

What do you need to have under your belt to get where you need to be? It’s a big question to ask yourself, as if you don’t have the right piece of paper in some roles, you may find that you can’t get very far. For example, your IT degree may get you so far in the industry, but upskilling to a Masters in IT Security? That could get you so much further than you ever expected. Education is often the key you need to get you to an entirely new life. The more you learn, the more you can achieve, so check out what education you need to get to that next step.

Ask – Don’t Demand

If you feel like you are being wasted in the position that you are in, ask for more. Your employer is supposed to be supportive of your goals, and you will find that you may need to ask for the things that you want if you want to get ahead. It’s in their interest to help you to get that step up and do better. After all, your skills are going to help them to be successful. There’s nothing wrong with wanting to do better and get higher in your organization, and most employers covet that level of ambition. Keep working hard and approach your manager with a list of reasons you feel you are ready for a promotion. You need to be able to argue your point correctly and talk through your reasons if you hope to have a good outcome.

Rethink Your Resume

How does your resume look right now? You want to ensure that you look like an attractive candidate for any job for which you apply. If your resume is looking pretty bare right now, start looking at ways you could improve it. Are there courses you could attend to thicken it? Are there better options in your job? Could you be doing more? Add to your statement of service, too, and make your resume look slick and ready!

StrategyDriven Professional Development Article | Career Development | Want To Further Your Career? Here's How To Do It!

Know Your Passion

No matter what you are passionate about, it would help if you went after it. If you are not working in an industry for which you feel passionate, then get out of it. Nothing is stopping you from going after your passions, except you. Find out what they are and figure out what skills you need to be successful at it. Then go and get trained, educated, or whatever you need for it to go well.

Accept “No” Graciously

You want to step up and further your career, and that’s going to come with a ton of rejection. However, it would help if you didn’t allow this to be a problem for you. Take their no and use it to fuel your goals. Never take that first rejection as the only answer for you – push forward and follow your heart to success.

Start A Side Hustle

Any job that you want will require your focus. A side hustle in that specific field will give you all the fuel that you need for success. Start small and work around your permanent job. Over time, you’ll be able to build up and do more. Eventually, your side hustle could be your only hustle, and that is what will propel you forward!

Communicate Your Needs Well

One of the biggest secrets to success lies in the way in which you deal with other people. If you know how to communicate well, you can build connections with the right people in your field and get the job offer, raise or promotion that you need.

Right now, you feel stuck, with nowhere to go. You need to pull your socks up and make life happen for you. If you want a better career, go and do what you can to get that career. There is nothing out there stopping you – except you.

Future-Proofing Your Business 2020

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StrategyDriven Entrepreneurship Article | Future-Proofing Your Business 2020Businesses are facing both scary and exciting times all over the world. There is a constant emergence of many tools to facilitate functions like accounting, branding, marketing, etc. The other side offers raging competition as the internet opens up the market to international players through innovation and technology that is hard to keep up with. Many traditional businesses are succumbing to entities dominating web presence by implementing the latest technology.

Most small business entities are struggling with current tech trends like data analytic, AI, and cloud computing; though it is impossible to know the challenges ahead, risk management cushions your business against any negative impact from the changes.

Keep Tabs on the Tech Trends

There is always something coming up in the technological world. Smart entrepreneurs keep tabs on the new technologies and adopt favorable ones to scale their businesses to the next level. Before other players realize, you will be ahead of the pack. Do not dismiss an innovation, thinking it is too early for its implementation. As long as you can afford and will add value to the business, take it up.

Others appreciate the use of AI and use products like chatbots to improve their customer service, marketing tools, and branding. Internet of Things introduces smart supply chains, holds massive potential for small businesses, and allows the collection of real-time data through responsive system building. Consult your tech-savvy team and brainstorm on how to synchronize these technologies into your existing processes for future-visioning.

Through Virtual reality (VR) and Augmented reality (AR), customer engagement is changing. You can implement AR technology and free customers to visualize products in real environments or train employees on difficult tasks through VR. Such an approach sets you steps ahead of your competitors when they become table stakes.

Educate yourself on developments around you, even if not related to your line of trade. Keep yourself informed. Kodak – filmmaker and camera was a million dollar company but failed to see the introduction of smartphones as a threat. The giant company that was in operation for 130 years came tumbling down in 2012. Other products like handy cams, PSP portable gaming consoles, GPs devices, and telephone directories died when users shifted to smartphones.

Cloud Technology

Both small and large business enterprises have, for example, adopted cloud solutions for downscaling or upscaling, allowing a seamless collaboration. Employees can work remotely, thanks to this technology, as they can access and use files from their location, anytime. Organizations provide more secure access and reduce cybersecurity threats and virus outbreaks. A security breach is a serious threat to most businesses as it can cripple a company. A robust system is one way of future-proofing a business.

Some businesses are reluctant to adopt cloud migration as they have invested in customized software and infrastructure or do not like cost models like “pay what you use.” Hybrid clouds will allow you to use your system while you move some data to the cloud. Hardware, licensing costs, and public servers can be costly. Hybrid offers a cost-effective storage solution for start-ups and small businesses at any stage.

Hybrid also provides scalability and flexibility that allows rollback and roll out services for your customers and team. Since you only pay for dedicated servers when there is demand, you will reduce overhead IT costs. Ample data storage and the ability to support the latest tech will not only give you an edge over your competitors but also impress your customers.

Always Play by the Book

Change in the game presents different rules. Jurisdictions are exploring, and grappling with smart cities concept have birthed the need for local and regional data regulations. Invest in reliable cybersecurity to always remain on the right side of the law even when regulations shift. Some companies providing secure access, offer API management tools that allow you to integrate third-party apps with no compromise on your security.

Playing fair and keeping on the right side of the law will shield you from lawsuits and penalties that can quickly bring your business down.

Pay Attention to Customers

Rife competition in business can keep you engaged in product development and pushing sales that you forget about the most crucial player – the customer. Paying closer attention to your clients and studying their behavior is one way proofing your business.

People shifted to online shopping for convenience, wide product range, discounts, among other benefits a few years ago. Entrepreneurs who anticipated the change acted fast and set up eCommerce stores alongside their physical ones. Their counterparts caught off guard stuck in traditional outlets closed down.

Set up systems to track your customer behavior, listen to their needs, and consider industry developments. Always try to predict changes in the buying pattern and consider accommodating the clients to stay ahead of the game.

Track Happenings in Developed Countries

One of the most straightforward strategies of staying ahead and future-proofing your business is to follow trends in the developed countries in your industry. Creating a Google Alert on your interested topics is an excellent place to start. India cab hiring businesses should have learned a few things from Uber’s entry in the US.

Create a Conducive Environment for Innovation

While following the leaders is good, but becoming one is better. Innovation is not for the faint-hearted, as you may fail many times. Keep trying, though. An invention will set you far apart from your competitors and keep you ahead for a while. Innovation needs a favorable environment. You will, therefore, need to trust your team more. Give your employees the freedom to explore and reward their efforts. Invest in them by sending them to tech conferences and events in your industry. Working as a team makes your employees loyal to your brand and embrace your vision. Once they own the concept, they are more likely to make it better as they offer different views.

No business can survive the fierce competition and dynamic technologies with inadequate preparation for the future. Entrepreneurs who employ the future-proofing strategies above will withstand the unpredictable tides in the business world.

Should I Open a Private Dental Clinic?

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StrategyDriven Starting Your Business Article |dental clinic |Should I Open a Private Dental Clinic?New and experienced dentists often wonder if they should open a private dental clinic. It’s a question without a clear answer but with the right facts in hand, you can arrive at an educated decision that’s right for you.

It’s true that opening your own dental clinic offers unique advantages not found anywhere else. On the flip side, there’s the aspect of risk and stress that comes with getting a new business off the ground. Is joining an existing dental practice really that bad?

Let’s make sense of these complicated considerations. If you’re thinking about opening a dental practice or still weighing your options, read this guide to work through the decision-making process.

Advantages and Disadvantages of Opening a Dental Clinic

Most people can agree: They’d rather be their own boss. It’s hard to put a price tag on autonomy, but if you often disagree with the practices of other dentists, why work for them? Opening your own dental clinic is an opportunity to build and run a business however you see fit.

It’s also no secret that joining an existing practice comes with inferior income packages. It’s not to say that dental employees receive inadequate pay, but it pales in comparison to the owner’s income potential. If you’re trying to earn a small fortune, it may be worth the risk to create your own dental clinic.

But income and autonomy aside, not everything is rosy. If success was guaranteed, everyone would create their own dental clinics. Buying and renovating a property can already cost you hundreds of thousands of dollars.

Not to mention, you’ll have to worry about paying employees and creating a profitable client base. The income potential is there, but the first few years will no doubt be a stressful, uphill battle. In the worst scenario, you could lose everything you invest in the company.

Unless you already have business experience, your dental expertise does not lend itself to business management. To truly find success, you’ll have to further your education to get a grip on the ins-and-outs of running your own business.

Opening a dental clinic is a risk. If executed well, you’ll likely enjoy significantly better pay, prestige, and self-worth.

Creating Your Own Dental Clinic

Still unsure? That’s the nature of risk-taking. But according to the statistics, only about 2% of dental clinics fail within five years.

Still, you could be that 2%. Understanding everything that goes into creating your own dental clinic can help you determine if it’s the right call. Let’s take a short look at the startup basics.

1. Discover Financing

You don’t have to be rich to open up your own dental clinic. Lenders everywhere are happy to finance dental practices, especially since they are likely to find success. However, your personal credit score could impact your ability to find adequate financing options.

Always keep the interest rate and loan term in mind while shopping for dental financing. Fixed rates are usually a better option whenever available. Unless you are sitting on a small fortune, it’s best to take the longest loan term possible, giving you more time to make your clinic profitable.

2. Connect With Advisors

It’s true that you’ll eventually have to hire employees. First, you’ll be working with specialized contractors and certified public accountants. To keep everything up to code, you’ll be paying a premium on contractors with dental renovation and equipment experience.

Why does this matter? Because you should know the upfront cost before seeking out a lender. Building a dental clinic is more than purchasing the space.

3. Get Licensed

As you know, the dental industry is highly regulated. Your dental license won’t be enough to get started. For example, you’ll have to endure the lengthy process of earning credentials and getting approval for a variety of different insurance agencies.

This is to say that it could take you much longer than expected to open up your dental clinic. For this reason, it’s best to secure additional financing for any hiccups along the way.

4. Build Clientele

While it may seem overwhelming, most dental practices are able to get up and running with only a few hitches. The most important factor in the success of your new dental clinic is attracting patients. After all, you can’t build a steady stream of income if nobody makes use of your services.

Opening a dental clinic in underserved areas is a pivotal way to start off on the right foot. In urban areas, you may notice dental clinics just down the street from one another. Although there is more competition, it’s still possible to find success.

What’s the secret? A thorough marketing plan. From magazines to television, consider getting the word out as your opening day approaches.

Whether or not money is an issue, search engine optimization is a must. Create a website for your practice, claim your dental clinic on Google my business, and hire a talented SEO expert like Webileo. Soon enough, your new dental clinic will appear in suggested searches for customers in your area.

Ready to Open a Private Dental Clinic?

Hopefully, this quick guide has given you better insight into what it takes to open a private dental clinic. Most dentists will work at an existing clinic for several years before making the jump. Others are happy to work as employees all their lives, avoiding the stress and uncertainty that comes with running their own business.
Still not sure? Give it some time. You’ll know when you’re ready.

Looking for the latest business strategies and insight? Search our site for more.

Why Every Company Needs a Current Talent Strategy

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StrategyDriven Talent Management Article | Talent Strategy | Why Every Company Needs a Current Talent Strategy

Having the right people in the right jobs at the right time is essential for achieving your business objectives. And to do that well, you need a current talent strategy that connects to your business strategy and a culture that nurtures people. I write about this in great detail in my newest book, Evergreen Talent.

When’s the last time your company created a talent strategy? Three years ago? Five years ago? Never? This could explain why you’re unable to find and keep the talent needed to fuel business growth.

The results from a new McKinsey Global Survey confirm the positive effects of talent management on business outcomes. According to respondents, organizations with effective talent-management programs have a better chance than other companies of outperforming competitors and, among publicly owned companies, are likelier to outpace their peers’ returns to shareholders.

Here in the U.S., we have a record-high number of job openings. Unemployment rates continue to drop, making it even more difficult for companies to staff their organizations. When it comes to acquiring and retaining talent, employers are no longer in the driver’s seat.

Unfortunately, many talent plans were written at a time when the labor market wasn’t nearly as tight as it is today. These plans are no longer viable.

No doubt it can be disheartening to think about all the time and money you’ve invested in something that hasn’t had much of a shelf-life. However, here’s the good news. A talent strategy can be created in one day, thereby freeing you up to do what’s most important – implementing the plan.

Creating an effective talent strategy plan

Here’s what sets effective talent strategies apart from the pack.

  1. The talent strategy supports the company’s overall business plan.
  2. The executive team is directly involved in setting the talent strategy and fully committed to the process.
  3. The senior leaders are heavily engaged in the implementation of the strategic talent plan.
  4. Line managers are directly responsible and accountable for identifying, developing, and retaining talent.
  5. Financial resources are provided to ensure the strategy can be successfully implemented.

What’s included in a talent strategy

What you’ll need to include in your talent strategy will vary depending on the industry, company size, location, local employment market conditions. This is why it’s a terrible idea to “borrow” a colleague’s talent plan and call it your own.

Imagine a 90-person company, made up of mostly blue-collar workers, trying to implement a talent plan designed by the folks at Microsoft. That’s nuts! A small company doesn’t have the resources that a large company has. Nor does it make business sense to take a similar approach when you’re not even in the same league. The Microsoft plan would be overkill for many businesses.

All talent strategies should include the following:

  • Identification of the organization’s goals, as set by the board and the executive team
  • Where the organization stands today in relation to these goals, in terms of talent
  • Any gaps that exist
  • Specific steps needed to close these gaps and achieve the stated goals
  • Identification of those individuals who will own the implementation of each part of the plan.

Success, not perfection

There’s a misnomer about strategic plans. Many leaders believe their plans have to be perfect before proceeding. The current hiring environment is so intense that winning the war for talent often comes down to who gets their first. Not who has the better plan.

When you are eighty percent there, execute your plan. You can and will need to adjust your plan as you go, which in turn will ensure your plan is always current.

© Matuson Consulting. All rights reserved.

About the Author

StrategyDriven Expert Contributor | Roberta MatusonRoberta Matuson, THE TALENT MAXIMIZER ®, is the President of Matuson Consulting and author of five books, including Evergreen Talent and the international bestseller Suddenly in Charge, a Washington Post Top-5 Leadership pick. She’s a LinkedIn Top Voice and the person that Monster.com and Staples turns to for advice on talent. Sign up to receive a complimentary subscription to Roberta’s monthly newsletter, Talent Maximizer.