BOOK DETAILS

Think Round: How To Own The Future By Focusing 100% Of Your Company On Customers & Consumers 100% Of The Time

Think Round: How To Own The Future By Focusing 100% Of Your Company On Customers & Consumers 100% Of The Time

by Martha R. Pease

ISBN: 9780692374887

Publisher DemandWerks LLC

Published in Business & Investing/Marketing & Sales, Nonfiction, Business & Money

Are you an AUTHOR? Click here to include your books on BookDaily.com

Book Description

The key to winning really big, and staying at the top of the business game is empathy: the capacity to recognize and respond to emotions and aspirations experienced by your customers and consumers. The challenge for CEOs is how to scale empathy to the enterprise level so it can be a sustainable advantage in creating long-term value. Think Round is the guide to just that: a proven approach to owning the future by having 100% of your company focused on your consumer 100% of the time.

Sample Chapter

Foreword

This book is for you. You: the hard-driving, hard-boiled, EBITDA-loving, competition-busting, innovation-fixated, smartest-in-the-room CEO who wants to make at least $2 for every $1 you spend. You expect to win and win big.

We’ve worked with folks just like you throughout our careers. And we know something that should make you very uncomfortable: the key to propelling your business to its full potential and highest heights isn’t balance sheet engineering, acquisition acumen, organic reinvention, adroit board management or stunning quarterly earnings results. No matter how expert you are, mastering these mechanics is the cost of entry to competing and surviving.

The key to winning really big, and staying at the top of the game, is empathy. Yes, empathy: the capacity to recognize and respond to emotions experienced by your customers and consumers.

The greatest world and military leaders—Winston Churchill, FDR, George Patton, among others—won wars with empathy. Guided by their understanding of the emotions driving their enemies, each used their insight as the starting point to map out strategies and create unprecedented tactics to deploy troops…and save the world.

Without empathy, a leader will falter. Strategy can lose focus and the company can become isolated from the very people on whom they depend for success. They can lose the clarity of vision to assess their true aggressors. Sounds soft and fuzzy and new age-y, we know. But empathy is far from frivolous: it’s a skill that nets hardnosed, tangible business results.

We know that from working with business leaders, like David Novak, Fred Smith, Jean-Paul Agon, John Sculley and Phil Dusenberry. They became legends because they knew a thing or two about building an empire—be it Apple, Yum, FedEx, L’Oreal, Pepsi or BBDO. That it starts and ends with understanding and being responsive to the emotions and dreams of your customers and consumers (customers and consumers are one and the same as far as we’re concerned—we use the terms interchangeably).

Companies and brands that prove that they really—and we mean really—“get” their consumer are the ones that win. “They get me” is one of the most valuable things your customer can ever say about you. You can take “they get me” to the bank and build a 10 times multiple on it.

These days, it’s trickier than ever to “get,” and stay in step with, your consumers. The rate at which they’re changing is rapid and random. The new, complicating factor is that consumers are also more in tune with themselves and each other than at any other time in human history. They can gang up more easily to support or reject a person, an idea, a movement, a politician and, yes, a company or brand. Companies, more than ever, are left on the outside looking in, puzzling out how to insert themselves into a meaningful relationship with a customer who can turn on them, really, at any second.

Authenticity counts, now more than ever. We can all spot the fraud, but now we see that within a nanosecond. It’s not enough to play the part of consumer friendly, a company has to be truly accountable to the needs and desires of the people it courts. In real-time. In fact, another expression of empathy is “consumer accountability.”

The average stock value of companies that are accountable to their consumer’s experience improves by a whopping 79% over 7 years, 33% better than the average gain in the S&P index. But the big bell ringer is this: companies that lag in accountability to consumers see their stock value decline an average of 2.5% over 7 years. The laggards see their company value stagnate and ultimately drop in a race to the bottom.

Getting ahead isn’t about waving a research wand or lighting an insight or innovation firecracker. It’s also not about huge capital investments or workforce re-engineering that drains productivity. Becoming accountable requires discipline, a company-wide change in attitude and an enabling methodology to help ensure that what a company makes aligns with what customers actually need and desire.

The challenge for CEOs is how to scale empathy to the enterprise level so it can be a sustainable advantage in creating long-term value. Think Round is the guide to just that: an enabling approach to owning the future by having 100% of your company focused on your consumer 100% of the time.

Continues...

Excerpted from "Think Round: How To Own The Future By Focusing 100% Of Your Company On Customers & Consumers 100% Of The Time" by Martha R. Pease. Copyright © 2015 by Martha R. Pease. Excerpted by permission. All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher. Excerpts are provided solely for the personal use of visitors to this web site.
Thanks for reading!

Join BookDaily now and receive featured titles to sample for free by email.
Reading a book excerpt is the best way to evaluate it before you spend your time or money.

Just enter your email address and password below to get started:

  
  

Your email address is safe with us. Privacy policy
By clicking ”Get Started“ you agree to the Terms of Use. All fields are required

Instant Bonus: Get immediate access to a daily updated listing of free ebooks from Amazon when you confirm your account!

Author Profile

Martha  R. Pease

Martha R. Pease

Martha Pease is a thought leader, executive, entrepreneur and trusted advisor at the intersection of technology innovation, marketing strategy and consumer accountability. She is a frequent contributor to CNN and CNN.com. Apple, L’Oreal, IBM, Neutrogena, Pizza Hut, Dominos Pizza, Wendy’s, Elizabeth Arden, Novell, Pepsi, InterBev, P F Chang’s, Epson and Hitachi are among the companies Martha has marketed.

View full Profile of Martha R. Pease

Amazon Reviews

TOP FIVE TITLES