1 of 11
Slide Notes
Kodak gives us three lessons on not only how to stay relevant in a tough environment but also how to thrive.
1) How you frame the problem frames the solution
2) Focus first on who you serve not what you serve up
3) Work more on innovation than optimization
This presentation was first given to association membership executives at the Mid-Atlantic Society of Association Executives membership event March 27, 2014.
1) How you frame the problem frames the solution
2) Focus first on who you serve not what you serve up
3) Work more on innovation than optimization
This presentation was first given to association membership executives at the Mid-Atlantic Society of Association Executives membership event March 27, 2014.
How to Become Relevant Now
Published on Nov 20, 2015
Are you wondering how to stay relevant as technology rapidly shifts?
MORE DECKS TO EXPLORE
PRESENTATION OUTLINE
How to Become Relevant Now
3 Ideas to help you thrive from @SmoothThePath
Kodak gives us three lessons on not only how to stay relevant in a tough environment but also how to thrive.
1) How you frame the problem frames the solution
2) Focus first on who you serve not what you serve up
3) Work more on innovation than optimization
This presentation was first given to association membership executives at the Mid-Atlantic Society of Association Executives membership event March 27, 2014.
1) How you frame the problem frames the solution
2) Focus first on who you serve not what you serve up
3) Work more on innovation than optimization
This presentation was first given to association membership executives at the Mid-Atlantic Society of Association Executives membership event March 27, 2014.
Photo by `James Wheeler
What happened to Kodak?
How could a $10 billion dollar company with a over 100 year old brand go bankrupt?
The top two charges against sr. management were:
1) complacency
2) they didn't see the future of digital photography
I don't think it was either of these things that ultimately lead them to bankruptcy and billions lost in brand equity.
The top two charges against sr. management were:
1) complacency
2) they didn't see the future of digital photography
I don't think it was either of these things that ultimately lead them to bankruptcy and billions lost in brand equity.
Photo by Max Chang
Where Kodak went wrong
- Asked the wrong questions
- Focused products not customers
- Worked on optimization not innovation
Photo by David Gallagher
How you frame the problem frames the solution.
When Kodak management asked "how do we save the film business?" they got solutions related to film. More merchandising, special SKU's for retailers, more advertising and promotions. They sold more of a product that soon wouldn't matter.
If they asked "how do we make Kodak more relevant?" or "how do we solve our customer's problems?" they would have been on the right track.
How you frame the problem frame the solution.
If they asked "how do we make Kodak more relevant?" or "how do we solve our customer's problems?" they would have been on the right track.
How you frame the problem frame the solution.
Photo by seyed mostafa zamani
Try this today
- Move from tactical to strategic
- Focus on your customers
- Make sure you solve the problem not a symptom
Most organizations have a big problem that they are stuck on. Does your organization have a big problem that is preventing you from moving forward?
Can you reframe that problem? Is the problem a symptom? Try focusing more on who you serve and less on the business that you do.
How you frame the problem frame the solution. See if you can reframe your problem to find a good solution.
Can you reframe that problem? Is the problem a symptom? Try focusing more on who you serve and less on the business that you do.
How you frame the problem frame the solution. See if you can reframe your problem to find a good solution.
Photo by Horia Varlan
Focus on who you serve not what you serve up.
Kodak was in love with their products and not in love with their customers.
When you love your customers, members, guests or attendees first they will ensure you stay relevant. You will know what their problems are and how to solve them. In turn they will reward you with their attention.
When you love your customers, members, guests or attendees first they will ensure you stay relevant. You will know what their problems are and how to solve them. In turn they will reward you with their attention.
Photo by A Brand New Minneapolis
Try This Today
- Think of your top projects - do they benefit customers?
- Simply state how each product solves a problem
The work we do can generally can be categorized in two buckets. The first is administrative, the business of the business. Second, projects that benefit members. When we focus on administrative work for too long value to members declines.
Conversely we need to tell the story of how each member benefit solves our member's problems. These stories need to be crafted with member's words and with their worldview.
Conversely we need to tell the story of how each member benefit solves our member's problems. These stories need to be crafted with member's words and with their worldview.
Photo by andrewrennie
WORK ON THE NEXT BIG THING
Kodak focused on optimization of products. Massive cost cutting efforts that took their attention away from innovation.
There's a huge need for organizations to innovate when a industry, market or technology is evolving.
Innovation or new product development is not a episodic exercise. It works better when innovation is a constant practice.
There's a huge need for organizations to innovate when a industry, market or technology is evolving.
Innovation or new product development is not a episodic exercise. It works better when innovation is a constant practice.
Photo by Sergiu Bacioiu
Try This Today
- Can you commit to a practice of innovation?
- Start asking questions to determine customer problems
In order to innovate you need to know what your member's problems, challenges, fears and goals are.
Interested in the whole 4 step new product development process? Contact me for the Association Innovation Guide at www.SmoothThePath.net.
Interested in the whole 4 step new product development process? Contact me for the Association Innovation Guide at www.SmoothThePath.net.
Photo by kevin dooley
3 Ways To grow
- Correctly frame big problems to get good solutions
- Focus on customers and they will tell you where to be
- Grow your practice of innovation
Use these tips to be relevant. Practice them constantly and thrive!
Photo by a4gpa
Amanda Kaiser
www.SmoothThePath.net
@SmoothThePath
I blog about association relevancy, marketing, innovation and member research. Find me at www.SmoothThePath.net or on Twitter at @SmoothThePath.
Photo by InAweofGod'sCreation
