The SHIFTPOINTS Blog

BlogDo you want to develop your executive team? Sign everyone up for SHIFTPOINTS... it is free.

Every Monday morning, your team will receive a short article to start the week.

You can sign up HERE and receive these articles (and more) via email.
09-26-16

WISDOM FROM JEFF JONES, CMO AT TARGET

How does a brand survive 150 billion negative media impressions?

It helps if you stay “On Target.”

Target, the ubiquitous retailer, has a simple brand promise: Expect More. Pay Less.®

As a result of the recent data breaches, Target’s brand took a serious hit.

“We had two choices: surrender or fight,” say Jeff Jones, CMO of Target.

At the recent ANA conference, Jones acknowledged that the data breach was a wake-up call to get the company and the executive team aligned around an agenda of positive change.

“Never let your brand promise simply become a tag line.”

Great advice.

How about your organization? Is your tagline just a tagline? Or is it a brand promise?

SHIFTPOINTS® helps companies create a Differentiating Competitive Advantage.
09-19-16

WISDOM FROM GOTLEIB DAIMLER, FOUNDER OF MERCEDES BENZ

Gottlieb Daimler wrote these iconic words on a piece of paper and placed it in his factory to "inspire, provoke and push" his employees to build the best cars in the world.

At Mercedes Benz, this is way more than a tagline. It is their brand promise.

I had the privilege of hearing MBUSA’s CEO Steve Cannon discuss their process for ensuring that every customer actually experiences that brand promise. (Thanks to the CXPA for making this happen: www.cxpa.org)

For Cannon, the process started with aligning the executive team around customer experience as their number one priority. Then, it involved engaging all of their employees in the process.

As Cannon says, “Disengaged employees never deliver an exceptional experience.”

I’ve heard hundreds of CEO’s discuss their strategy. Steve Cannon’s was incredibly inspiring. He decided One Thing, and aligned everything and everyone. That’s why they are winning.

SHIFTPOINTS® helps companies create a Differentiating Competitive Advantage. 
09-12-16

WISDOM FROM GNC - BEAT AVERAGE

GNC, the nutrition retailer, is running a GREAT advertising campaign running right now.

It is called “Beat AverageTM”.

They describe the campaign this way. “The forces of Average are out there, tempting you into settling for good enough. How do you plan to Beat Average™?”

The commercial even features people trying to justify their performance by trying to convince themselves that, “average is good.”

GNC’s response? “No, average is average.”

For almost seven years, we have worked to help organizations beat average.

Unlike GNC, our formula does not involve vitamins or supplements. It involves intense focus on One Thing.

You can watch the commercial on YouTube here: (Don’t miss the donut holes!) http://youtu.be/qXBWO8ixhBI

SHIFTPOINTS® helps companies create a Differentiating Competitive Advantage. 

09-05-16

WISDOM FROM THE GRATEFUL DEAD

Jerry Garcia of the Grateful Dead said, “It’s not enough to be the best at what you do; you must be perceived to be the only one who does what you do.”

I know Jerry has not read my book, but he sure got my point!

I don’t own any Grateful Dead records, have never been to a Grateful Dead concert, and have never worn anything tie-dyed.  Actually, I’m having trouble even naming one Grateful Dead song.

Nonetheless, I would recognize them in a second.   They are indeed a one-of-a-kind band.

So, if you are struggling to Decide One Thing, try completing this sentence:

There are thousands of ___________________, but there is only ONE that ___________________.

SHIFTPOINTS® helps companies create a Differentiating Competitive Advantage.