As a marketing researcher for over 30 years, I would like to think that I’ve learned a few things. So, I am going to dedicate my blogs to areas where I’ve had the benefit of experience, to share some of that experience with you.
For the first blog in the series, I thought I would write about a basic conundrum of the marketing research profession: what constitutes “good” marketing research.
First, what is the purpose of Marketing Research? The purpose can be summed up as gathering data and information from the marketplace, from consumers and/or customers about a problem or an issue facing an organization that provides insights to help make better decisions.
To accomplish this, you only need to do 3 things:
Ask the “Right” Questions…
Of the “Right” People…
At the “Right” Time.
Simple, right?
Well, perhaps simple, but not easy.
As my colleagues understand, meeting each of these three criteria can be a difficult challenge. Especially, in today’s high-tech, rapidly moving, “need-an-answer-now” environment, everyone is looking for shortcuts. Many businesspeople believe marketing research is so easy that just about anyone can do it. They believe that all you need is to:
Ask Questions…
Of People…
Whenever.
The keyword missing in the above shortcut scenario is “RIGHT”; meaning correct, relevant, valid, and effective.
Additionally, all three components must be present and work together, to result in effective research. You cannot ask the “Right” questions of the “Wrong” people or ask the “Wrong” questions of the “Right” people and expect the get actionable insights to make better decisions. And if the timing isn’t “Right”, if you are not able to provide the insights when they are needed, then your research is worthless.
Let’s take a simple hypothetical case. Assume that your company provides a consumer service, and the company is experiencing a high degree of churn, i.e., customers dropping your service for the competition. The “Right” questions would include measures such as overall satisfaction, satisfaction with key attributes, likelihood to renew a subscription, reasons for switching, etc. However, if you ask these questions only of your current customers, you will only tell half of the story. The “Right” people are your current customers AND the people who have recently become ex-customers. Questioning only your current customers will provide a picture of those who are loyal and will not identify all the issues leading to churn. Recently lost customers provide the contrasting information that will generate the actionable insights needed to address the problem.
Conversely, if you select a valid sample of current and recently churned customers, but ask irrelevant or biased questions, your results will lead to invalid conclusions. For example, if all competitors require a service contract, asking questions about whether a service contract is a problem, is at least a waste of time and could lead to misinterpretations. Also, if you ask biased questions, such as “How excellent was your experience with our customer service team”, your results can be positively skewed and could conceal real problems.
Finally, the timing must be “Right”. With every day that goes by, your company’s churn problem continues. If it takes three months to complete the research, it may be too late. Though you don’t want to take shortcuts in your research, you must plan and execute as quickly and as efficiently as possible to provide the insights necessary to resolve their problems in a timely manner.
I’ll address each of these three components of “good” research in greater detail in future blogs, with examples and case studies. For now, keep in mind that there are no shortcuts to “good” research; Ask the “Right” Questions, of the “Right” People, at the “Right” Time.
Carl Fusco
Carl Fusco is a Marketing Research and Consulting Executive skilled at directing the application of research techniques and insights to solve problems and support data-based business decisions. Over his 35-year career, Carl has built a reputation for quality, integrity, and creativity by establishing trust, credibility, and acceptance with clients and associates. He has built a proven track record of success in organizational management and leadership, research design and implementation, and analytic rigor and impact.
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“A capacity, and taste, for reading gives access to whatever has already been discovered by others.” Abraham Lincoln
Dr. Stephen H Dawson
I do not know why the Steven Spielberg film skipped over the assassination event of Abraham Lincoln. I am not a huge fan of Daniel Day-Lewis’s work, nor do I have anything against him. I believe Day-Lewis portrayed Lincoln with excellence. Lincoln shared in this film he studied the work of Euclid in his Elements writings. I think, but I do not know, that both Spielberg and Day-Lewis were attempting to make the point that understanding their work required the audience to do some supporting reading on their own to grasp the magnitude of the story presented in the film. This postulate of mine brings me to the topic for our time together this week. Specifically, making good on my commitment to you to discuss how diversity, inclusion, and what Chesterton talked about with the human species will help you get out of the circumstances hindering your strategic planning work.
I shared last week about the need to look should one want to see. I looked over some of Euclid’s Elements recently, remembering how they helped structure my thoughts years ago when I first studied mathematics. Mathematics helped me learn how to read. I needed the means to get through spelling, grammar, and punctuation learning obstacles to accomplish writing assignments of the materials I read. I was able to approach the skill of outlining what I read more effectively, as I had a formula for how to accomplish the outlining. It led me to help me read more effectively. The simplicity of logic apart from rhetoric found in mathematics helped me understand better how to form my messages to convince readers my points were valid, doing so with either reduced or no conflict. I enjoy conversing, but I enjoy writing more than public speaking. Both have proven to me I need to plan what I communicate by being sure of what I have read in my life.
I also shared last week realizing strategy work is not progressing as desired means either your people do not have the time to do the work, or they do not have the skills to do the work. This condition, at its root, is an organizational design problem. No credible leader will ever find they are in this position. A successful leader knows their people, their abilities, their conditions, and operates their organization accordingly. Spielberg’s success in his film work tells me he is a successful leader in film work. I view Lincoln as a successful leader of a nation. I am convinced without reservation that reading is a critical success factor for staying out of the mess I identified as the cause of strategy work not progressing as desired.
WHAT READING?
Reading can occur in many different forms, such as letters, numbers, symbols, colors, or hand and arm signals. Effective reading involves not only considering a text in the original language but also translations of the text. Euclid’s Elements is the second most published book in history. Consider reading this text in another language to see how it reads to you. Consider also the value of a translation that is not literal but paraphrased.
Take the daily newspaper and look at any topic from different writers. The reporting on the same topic will often vary widely. Take some time and read how the Wall Street Journal article and the Financial Times article regarding the McKinsey leader’s recent dismissal differ. Think about bias and diversity as you read these articles. How did each writer look to help their reader understand what has happened with McKinsey’s performance as of late? Does either of these articles help you want to change your staffing choices? My point is you will see quickly how learning can continue on any topic and how miscommunications can occur from what seemed to be a clear and understood text.
HOW MUCH READING?
Kate Northrup wrote about the viability of planning when the future is unclear. She gets into the topic of strategy. She implied reading is required to accomplish her recommendations. I am of the position that reading should be perpetual. There is no shortage today of material to read. There is a distinct decline in the credibility, meaningfulness, and associated value in most of the material available to read today.
I did an Internet search for images of reading. All of the images I found involved only people looking at physical books. Looking at a computer screen is called viewing. So, there is a belief growing in our society that reading can only occur in books. I disagree with this claim. The definition I provided of reading did not include reading expressions on a person’s face. I can view an expression, but I do not know for certain there is a message attached to an expression. Hence, it is best to keep reading to letters, numbers, symbols, and colors that can be referenced later when you need to come back to them. I equate reading a book with viewing letters, numbers, symbols, and colors on a computer screen. The answer to how much reading you need to do is this: whenever you have enough proof to know you have the facts to do what you need to do.
I have shopped exclusively at Men’s Wearhouse for suits, shirts, and ties since 1999. They impress me with their overall experience. The people both in the stores and on their telephones who have helped me over the years sometimes have my skin color and gender; other times they do not. I care about getting the suits, shirts, and ties that I need and want more than I care about a particular skin color or gender helping me. Their industry has suffered from the cutback on social outings and workplace gatherings last year. They went into bankruptcy in 2020 and are emerging through restructuring. They have an idea to help increase their sales by doing measurements of a customer’s body dimensions by scanning, matching these measurements with inventory, and deciding how to serve their customers best. It is an impressive undertaking. Imagine how much reading they had to accomplish to come up with this system. Then, imagine how much they have invested in this system. They, as a company, are at the point of either growing much more or dying. I cannot imagine their debtors would have approved their restructuring plan to include this new system without sufficient credible belief the plan will return a suitable profit. The Men’s Wearhouse story is an example of how much reading is necessary to run your organization effectively.
AM I SURE?
I believe, based on the espoused morality of my worldview found in my ethics, there is never a valid reason to be either rude or disrespectful. Seattle Mariners chief executive Kevin Mather resigned recently due to disparaging remarks he made about player English skills. His career-ending event could also mean Mather is finished as a leader. I have two good friends, both in their thirties, who are illiterate. One is a carpenter, the other a welder. They struggle to have enough income. They are both happy, each with a small family. They both want to learn to read. You are looking to now restructure your organization with those who have the skills you need to do the work you need to accomplish. Do you want to have a literate person who you have to terminate or an illiterate person who does a great job for you? I am of the position you need literate members in your organization, and you do not need problems. How can you differentiate when a literate person will make an unpreferred choice such as Mather did, or that an illiterate person can make preferred choices?
I do not have the skills to operate heavy equipment. Do you want me to come near your house operating either a bulldozer or an excavator until I gain such skills? Do you want me to sit atop the running equipment and read the owner’s manual as I figure out how to use the heavy equipment near your house?
WIND UP
Your acting on your realization you need to alter your organization members who have neither the time nor the skill to do their assigned work is too late to accomplish this repair with discretion. You must take corrective action in public light to achieve the necessary changes. The terms diversity and inclusion, terms I have yet to define to you, are what you look to address to alter your organization effectively. The only way and I mean the o-n-l-y way, to go through this process effectively is first to understand the topic of evil. I also need to define the term evil to you from my understanding of it. Succeeding in making these people change is not about removing or adding more of skin color or gender. Do you want anyone who does evil as a part of your organization? Do you care about their skin color or gender if they have the skills you need to do the work you need to be accomplished? Do you have the means to measure the skills your people claim to possess? Are you, in the espoused morality of your worldview found in your ethics, able to prove you both need and want your people to have the skills they need to do the work you need to accomplish more than you desire for skin color or gender headcounts in your organization?
Next week, we will begin to tear apart the fabric comprising the terms diversity, inclusion, and evil as an exercise in research. This week, I encourage you to spend time contemplating how much you care about skin color and gender in comparison to relevant skills you need your people to have to do the work you need to be accomplished.
So, I ask you: where do you want to go? I hope your answer is to develop the plans necessary to accomplish the strategy you know you need to achieve to arrive at your desired destination. If this is the case, then let’s get to work. If not, then I wish you the best of everything.
I hope we will see each other here next week. Email me if you need to talk before then.
Dr. Stephen H. Dawson, DSL
Executive Strategy Consultant
Stephen Dawson, DSL
Stephen Dawson is an executive consultant of technology and business strategy, serving significant international organizations by providing leadership consulting, strategic planning, and executive communications. He has more than thirty years of service and consulting experience in delivering successful international business development and program management outcomes in the US and SE Asia. His weekly column, “Where Do You Want To Go?,” appears on Thursdays.
Dr. Dawson has served in the technology, banking, and hospitality industries. He is a noted strategic planning visionary. His pursuit of music has been matched with his efforts to lead by service to followers. He holds the clear understanding a leader without followers is a person taking a long walk alone.
Stephen has lived his life in the eastern United States, visiting most of the United States and several countries. He is a graduate of the Regent University School of Business & Leadership. Contact him at service@shdawson.com.
I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox. Toward this end, put your contact information on my mailing list.
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Men differ LITTLE on what things they will call EVIL. They differ GREATLY on what evil they will call EXCUSABLE.” G. K. Chesterton
Stephen Dawson, DSL
We only see if we look. We only look by choice. We may glance at or skim through what we read, but neither of these actions results in seeing.
G. K. Chesterton made a point about humanity in his observation of men and how they differ. I understand that Chesterton uses the term man in his statement as mankind, the human species. I interpret one of his unstated points as this: a little evil brings great inexcusability. I wonder what a lot of evil would bring. I choose not to look for more evil. Chesterton did not make it clear what evil is and is not. I wonder how many people today care to look into what he meant.
I got new eyeglasses last year, the kind that reminds me I am not a kid who did not need eyeglasses. They look good on me. I see better with them. I do not like to wear them. I only wear them when necessary. Additionally, I am unable to discern evil with them.
I shared last week about being scared. I used this condition in the context of you being unsure of the strategy you propose to plan. We were going to talk next time about making people changes to your strategy work. Let’s have this talk now.
Making changes to the work assigned to your followers, your people means one of two things. Either they do not have the time to do the work, or they do not have the skills to do the work. If they are not interested in the work of their role, then that is another matter. It is part of my work to help my customers discern between these conditions. We look at the facts, then we call it for what it is. Many of my customers are afraid they will be calling their people evil when their people do not get their assigned work completed. A common term used today is optics. It is a subjective term. It is a horrible term, from what I see. Facts are facts. They are absolute. Nothing absolute needs perspective to understand the fact. We need to understand the repercussions of facts to know their value, and those repercussions require various perspectives to comprehend the complexities of their collective impact. Facts are not subjective. Hence, the difficulty in assessing the people productivity part of strategy work.
LOOKING
Looking at anything displeasing can be difficult. Looking at evil, for me, is displeasing. I cannot say a person is evil, as I do not believe it is possible. I can say their actions are or are not evil. I make this determination based on the espoused morality of my worldview found in my ethics. Meaning, my definition of evil is not necessarily the same as anyone else’s. I do not consider evil when I look at the research. I look for facts. Helping my customers do the same involves many prior discussions to learn their abilities, perspectives, and positions to comprehend their research abilities. It is not a quick look, a glance, or a skim of the research we accomplish to evaluate either the facts of their strategy or the work of their people to plan their strategy. It is a series of discussions.
SEEING
Seeing an opinion unsupported by facts, to me, is a form of evil. I am allowing the person to share their opinions with me to convince me without relevant supporting evidence. Sure, there are times when this scenario is necessary for my best interests. HEY STEPHEN, GET DOWN! I confess that hearing these words, regardless of vocal tone, would at least put my head down. I would, once I am sure it is safe to raise up again, either thank them or ask them why they told me to get down. This simple example is to help you see how much time you could be wasting looking at work accomplished by your people but not seeing enough value from it. The intentional circular effort I shared about last week is what I am describing here. If you do not see value in your people’s work, then you either have a communication problem or a worker skills problem. I set aside the possibility of a worker not having time to do their assigned work because you already took care of that problem earlier…didn’t you? I cannot imagine you would have miscommunicated with your workers, as you have a written plan to accomplish work assignments…don’t you? Did you talk with them, or did you send them an emoji hoping they understood what you intended to say to them?
INTERPRETING
If your people have the time and skills to do their assigned work, then the work will be accomplished as planned. If your strategy work is not progressing as communicated in your plan, then you have a people problem. It is not a technology problem. If it were, then you are executing the wrong plan. It is not a workplace problem. If it were, then you are executing the wrong plan. I could go on presenting examples here, but Pilita Clark explains it pretty well.
So, we have a people problem. Is it their fault they do not have the technology they need? Is it their fault they do not have the workplace they need? No, these are your problems as their leader. Perhaps they do not have the skills to use the technology. Perhaps they cannot get to the workplace. These are their problems. They will have to solve them to remain employed with you. It is not a matter of evil versus good, fair versus unfair, or happy versus sad. They are the facts you face while attempting to complete your strategy work. If the work must be accomplished, and your workers cannot complete the work as planned, then you must get other workers assigned to the strategy you need to have planned.
I tell you, from the position of both a professor and as a management consultant, the problem I just described to you is widespread today. We have not prepared today’s students with enough skills to do the work in many roles involving strategy development. We have provided them pieces of education in the form of shorter degree program course durations with the expectation they will assemble these skills effectively into pertinent credentials. An outcome of these conditions over the past three decades is a student’s inability to absorb the lesson material deep enough to achieve the transformational experience of education. This change occurred about the time microcomputers showed up in commonality. There is a direct connection between increased access to learning and learning deficiency caused by information overload. It is a realization of analysis paralysis. Meaning, many degree programs in the past few decades do not have enough analysis instruction contained within them. Those who experienced high achievement did so outside of a single degree path. See if the article by Tomas Chamorro-Premuzic and Becky Frankiewicz rings a bell with you for how you look at your workers’ circumstances. I recommend you get to the point of interpreting it.
Next week, we will begin to talk about how diversity, inclusion, and what Chesterton talked about with the human species will help you get out of the circumstances hindering your strategic planning work. Specifically, how to go about staffing your organization to do the work you need to be accomplished. We will approach the balance of emotion and logic by considerations of needs and wants.
So, I ask you: where do you want to go? I hope your answer is to develop the plans necessary to accomplish the strategy you know you need to achieve to arrive at your desired destination. If this is the case, then let’s get to work. If not, then I wish you the best of everything.
I hope we will see each other here next week. Email me if you need to talk before then.
Dr. Stephen H. Dawson, DSL
Executive Strategy Consultant
Stephen Dawson is an executive consultant of technology and business strategy, serving significant international organizations by providing leadership consulting, strategic planning, and executive communications. He has more than thirty years of service and consulting experience in delivering successful international business development and program management outcomes in the US and SE Asia. His weekly column, “Where Do You Want To Go?,” appears on Thursdays.
Dr. Dawson has served in the technology, banking, and hospitality industries. He is a noted strategic planning visionary. His pursuit of music has been matched with his efforts to lead by service to followers. He holds the clear understanding a leader without followers is a person taking a long walk alone.
Stephen has lived his life in the eastern United States, visiting most of the United States and several countries. He is a graduate of the Regent University School of Business & Leadership. Contact him at service@shdawson.com.
I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox. Toward this end, put your contact information on my mailing list.
Your feedback helps me continue to publish articles that you want to read. Your input is very important to me so; please leave a comment.
“Fear is nothing more than an acronym: False-Evidence-Appearing-Real.” Unknown
A friend of mine passed a week ago. He worked himself to death, literally. He worked 80 to 90 hour weeks intermittently for the past 15 years. He was quite good at what he did, but he overdid it to the point of costing him his life. His passing helped me remember to not work so hard but to work smarter each day so I can work less overall.
I shared last week about the concept of spending time to gain the required perspective to go about the necessary work you have at hand. I thought more over the past few days about the fear I saw in 2020 held by many folks both near and far and how it often played out into anger by acting as a defense mechanism. I put down fear decades ago by learning from the wisdom held by one of my first mentors. “Fear is nothing more than an acronym: False-Evidence-Appearing-Real.” Fear occurs during a state of confusion about facts. Fear is not scared, nor is it anxiety. Anxiety can cause confusion, but scared alone is not anxiety. Scared is known by the paralysis it causes in someone who is scared. Anxiety is a slow wear on the whole person. Meaning, scared is a present tense term.
I saw an episode in a situation comedy television show years ago that grips me to this day. Frankly, it scared me stiff. It scared me because I saw how accomplishing all of the work conceivable to be wise does not assure success. My friend who died recently was one of my mentors. He helped guide me through my graduate and postgraduate years. He was a wise man. A coach is not a mentor. Suffice it to say, one has to succeed in receiving mentoring first to succeed in receiving coaching. I prefer mentoring over coaching, for many reasons. We can cover the differences between coaching and mentoring in a future column.
I received comments regarding the column last week that matched the next healthy step in the strategic planning work. The step we are at now is knowing the defined strategy that needs to be planned. There is an intentional circular effort in strategy where an idea is formed and research occurs to support developing the idea. The strategy is then refined, perhaps redefined, then planned, then perhaps refined and redefined again, to its final planning, and then executed by way of strategy process realization. This circular effort is not unique to strategy. There is a research condition known as analysis paralysis. Essentially, too much analysis is occurring to the point the research is stalled by figurative paralysis. There is much work occurring to accomplish the strategy effort, perhaps with good intentions. However, the collective work effort is not advancing by realizing clear and healthy organizational growth. Things are stuck. This research condition is not unique to strategy. The best action to resolve analysis paralysis is to stop the research work. Take inventory of where the work stands, determine the clear facts held, and assess if the work is worth continuing at the time with the people assigned to the work.
We realized earlier we were going to an unknown destination, deciding we did not like that address. We took some time and breathed, gaining the necessary focus to begin the planning work. You wonder if the idea outlining your proposed strategy has merit. What exactly is the strategy we are to plan out for others to follow? You now do not know the defined strategy that needs to be planned. You cannot proceed to the intentional circular effort in strategy. We have come to the realization you are now scared, as you are unsure of your idea forming your strategy. Hence, fear pushes this person to be scared. How do I know you are scared? I know because you do not have the research to support planning your strategy. If you did, then you would not be reading this column.
I view there are three options available to resolve this matter.
QUITTING
The act of quitting can be called regrouping. I call this equivalence a falsehood. Quitting is quitting, and regrouping is regrouping. If one does not want to develop a strategy, then say it. The decision to quit is not about some type of size or power. It is about being unwilling to look at the problem and resolve it productively. Move on, do something else. If shame or embarrassment go with quitting, then that is part of the package. Jimmy Dugan in A League of Their Own said it well. “It’s supposed to be hard…The hard is what makes it great.”
DENYING
The thought of not having a strategy to fulfill a goal is an excellent means to have followers walk away from their leader. These followers do not know what work they should be accomplishing, how they will benefit from whatever work they do, guess what they should do next, believe their leader has a plan, and wonder why their leader cannot communicate the unknown plan being executed. They deny the reality their leader is not leading by believing they are executing a plan they have not been given to follow. This condition is where the credibility loss for the leader occurs and ends their time in leadership.
FACING
If bravery is doing what is necessary when afraid, then strategy work is an act of bravery. I have not known a successful leader either first-hand or by distance who has not been afraid at some point in their leadership work. Afraid is not fear. Afraid is a healthy response to danger. A crucial success factor for the strategist I defined as successful was their not letting fear be a part of their work. False-Evidence-Appearing-Real. Those leaders worked to gain facts by eliminating opinions not supported by facts. If a tree is known by its fruit, then a tree is a good example of work productivity. Be the proverbial tree you were meant to be by putting down roots and taking the time to do the work needed to grow your harvest.
It is probable a person or organization new to strategic planning needs help with their work. I encourage you not to be either fearful or afraid of this need. I recommend you gain the help of a qualified strategist. Review their credentials, interview the credentials they provide to confirm their work, and select a strategist to help you.
What to buy, what to sell, what to change, are the easy parts of a strategy. They are easy because the accomplished research used to define your strategy reveals what to buy, sell, and change. The hard part of the strategy is knowing you know, for certain, what strategy first to form and then to execute. I say it is hard because of False-Evidence-Appearing-Real getting in the way of going about the strategy work. Looking back, you will be amazed at how simple your strategy is once it is defined. It is a matter of setting aside fear with each action you take.
I intentionally did not state the obvious point that many people are involved in any strategy formation shy of a person who lives alone. I set aside those living in solitude for the final point I bring to you for consideration this week. It is probable your analysis paralysis means you have someone, perhaps several people, working on your strategy effort who do not hold the required qualifications to do the collective work you need to accomplish. Does this scare you? It should. It means you are not willing to stay paralyzed. Scared is known by the paralysis it causes in someone who is scared. Meaning, scared is a present tense term. We will talk next week about making people changes to your strategy work. Forget the realities of male versus female, older versus young, and skin color. Look at people from the perspective of the skills they hold to help accomplish their part of your strategy effort. Try to work through the thoughts of what it will take for you as their leader to separate the unproductive people assigned to your strategy work from the work you need to accomplish. There is no need to be fearful.
So, I ask you: where do you want to go? I hope your answer is to develop the plans necessary to accomplish the strategy you know you need to achieve to arrive at your desired destination. If this is the case, then let’s get to work. If not, then I wish you the best of everything.
I hope we will see each other here next week. Email me if you need to talk before then.
Dr. Stephen H. Dawson, DSL
Executive Strategy Consultant
Dr. Stephen H Dawson
Stephen Dawson is an executive consultant of technology and business strategy, serving significant international organizations by providing leadership consulting, strategic planning, and executive communications. He has more than thirty years of service and consulting experience in delivering successful international business development and program management outcomes in the US and SE Asia. His weekly column, “Where Do You Want To Go?,” appears on Thursdays.
Dr. Dawson has served in the technology, banking, and hospitality industries. He is a noted strategic planning visionary. His pursuit of music has been matched with his efforts to lead by service to followers. He holds the clear understanding a leader without followers is a person taking a long walk alone.
Stephen has lived his life in the eastern United States, visiting most of the United States and several countries. He is a graduate of the Regent University School of Business & Leadership. Contact him at service@shdawson.com.
I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox. Toward this end, put your contact information on my mailing list.
Your feedback helps me continue to publish articles that you want to read. Your input is very important to me so; please leave a comment.
Jim Weber is inviting you to the April 13 Zoom Meeting of Great Careers – The BENG.
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Jim Will present: How to Craft a Resume that Gets Results.
You should attend this meeting to learn how to improve your resume so that you get more interviews and shorten your job search.
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About Jim Weber
Jim Weber – Managing Partner, ITB Partners
Prior to forming New Century Dynamics Executive Search in 1999, Jim Weber spent 22 years with Fortune 500 companies in the Food Retailing Industry where he developed a broad-based portfolio of “hands-on” line and staff experience in growth and turnaround situations. A proven executive with exceptional leadership skills, Jim has a strong financial background and heavy operations experience in specialty retail stores, quick-service restaurants, manufacturing, and distribution.
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“We’ve got to try. Do you know what happens if we don’t try?” “What?” “Nothing.” Braveheart
Dr. Stephen H Dawson
I only have time now to watch movies on Saturday nights. Not every week, but when I can. I turn off the world by throwing my phone out the window, getting away from my laptop, and remember when life was simple enough to enjoy two uninterrupted hours of rest. I breathe easier when movie time arrives, as it is a pivotal stopping point in my week. I like movies that have a historical significance. They help me understand more of the historical topic, though I remember theatrics could skew the facts. The act of muddying facts with opinions is an activity found in theology, philosophy, and even unstructured discussion. Sometimes, we realize we are only opinionating. Other times, we are able to stay grounded in facts. The rest of the time, it seems like we do not care enough to do either.
I shared last week the perspective I hold of 2020 from the strategic planning position. Everyone, for the first time in world history, had to throw the majority of their plans out the proverbial window, as I do my phone on Saturday nights. We were all trying to come up with a new plan to face the events of 2020. We wondered last year if trying to have a plan was worth it anymore. I faced that question myself. I learned this past week several readers of last week’s column also faced this question. Some of them shared with me a few of their recent experiences. We all stand in 2021 with the same multi-pronged question: do we need to plan, or can we even plan anymore? I am sure the reasoned response to this matter is a resounding yes.
UNASSURED SUCCESS
Yes, there are plenty of smart folks who fail at their strategic planning, who then try to abandon planning. The Wall Street Journal reported Vale settled for $7 billion this past week for their part in a collapsed dam. The same periodical also reported McKinsey settled for $573 million this past week for their part in the opioid epidemic. Singapore reported this past week they will need twice as much fresh water in 30 years than they have now. These stories represent significant failures by professionals in their practice areas. I hope they work things out for the best. Their failures do not limit my life. I hope they will not limit yours, either.
OPINIONS VERSUS FACTS
I read a recent opinion on when to change a strategy during a crisis. The opinion operates by first achieving four measurements, then responding to each measurement accordingly. I practice strategy. I sell what I practice. I spend several hours each week reading. I read weekly many facts, statistics, reports, and opinions. Sometimes, these items are even assembled into a form of foresight. I read an article this past week in the Harvard Business Review about why it is challenging to have workers operate using quality data now that computing has been around for decades. I also face this challenge in my work to serve my customers. The reason for the workers not using quality data difficulty is the lack of belief held by both the workers and their leaders to change their culture to only have and use quality data. It is a failure of leadership.
I read an article this past week in the MIT Sloan Management Review about growing a human-centered business. The term data does not show itself prominently in that article. Can we ever establish a productive organization without first having quality data? Can we ever have a productive organization without it also using quality data? It is doubtful. Again, more evidence of the need for facts in hand versus operating only by an opinion.
I do not remember reading the professional report on what to do when we all have to stay home for weeks. Neither do I remember hearing an opinion from those older than me about what to do when a global health crisis occurs. I provide guidance to folks. It is my advice based on the best research and recommendations I can deliver to them. I would commit a critical error if I stated facts and opinions could be separate in the practice of any field of work. What I can tell you with certainty is planning is easy when the necessary facts are in hand. What is difficult is assuring any fact is not in actuality an opinion.
A lifetime can be spent to accomplish what seems to be only a bit of fact-finding. Think back to the time when it was unclear if the world was flat or round. Think back to life before antibiotics. The rush to get something productive accomplished is neither bad nor good. It is a reasonable tendency to want to demonstrate productivity. “We’ve got to try. Do you know what happens if we don’t try?” “What?” “Nothing.” I agree life does not always let us wait for research to occur before action must occur. Thankfully, planning to get facts often helps us stay out of a mess by working continuously to know we hold facts. Note, I did not say work endlessly and never rest.
WHAT NOW?
I hope I have sold you by now on the need to plan the strategy you want to accomplish. I realize you may be feeling overwhelmed now. I offer the best advice I can to those in this condition. The advice is to follow a two-step process.
Step one, breathe. Step two, repeat step one. No smug intended here. Realizing the unquestionable need to undertake strategic planning can lead to the thought of quitting the work before beginning the work. My first trip to Chicago happened in early grade school. I first saw a train rail yard there. The operation’s size taught me a bit about the thinking, planning, and work required to build a railway that would help build a nation. Today, most trains are operated by electric engines. A steam locomotive needs oxygen to operate. It needs to breathe. The industrial revolution is filled with images of steam locomotives. Sometimes the train tracks are elevated. I cannot imagine how much fill dirt and gravel hold up an elevated railway system.
I am reminded of rail stressing when I look at older railway systems. It was not until hydraulics were invented before the rails could be treated to handle a railway system’s stress. I can only imagine the number of train wrecks on railway systems that were not treated with rail stressing. Take some time, breathe, think about living without a plan to accomplish your strategy, and see if you want to advance beyond a steam locomotive to execute your strategy.
STRESSING BREATHING
Doing the work to accomplish strategic planning involves research. The plan you write helps to inform others what they must do as a group, a team, a department, a company, a family, or even a country to achieve the strategy. A human-centered plan may include technologies. The research work could be boring at times, but it is not boring for those who need a viable plan to carry out their proposed strategy.
The endurance metaphors abound at this point in your decision to not quit on your strategic planning work. Pressing onward. Get up a head of steam. Get on track. Then, the big one: fight the good fight. Again, as I shared last week, I am not sure what fight is being fought in our contemporary society, but it is appropriate to include it in this list of go-get-’em slogans. I hope to focus you now on breathing leading to trying.
Gloria Gaynor asserted, “I will survive.” It seems as though she did, based on how many times I have heard her say those words over the years. A good way to get out of desperation is to form a plan, work the plan, and rejoice you are no longer desperate. I shared last week if you, at your lot in life, can understand strategic planning as a series of plans involving simple communications, then you have the necessary understanding to undertake your strategic planning efforts. I stand by these words. I urge you to spend time this week alone, breathing, and focus your thoughts on trying to begin to accomplish your research work to support you in carrying out your strategy by working on your plan. Yes, we should be breathing all of the time. Yes, I am saying to de-stress instead of distress. Yes, we are talking about your strategy as a metaphoric train to carry out your strategy. I am hopeful I can help you train yourself to breathe relaxingly, to consider the work you need to accomplish deeply, for you to undertake your work diligently, and for you accomplish your work with excellence.
So, I ask you: where do you want to go? I hope your answer is to develop the plans necessary to accomplish the strategy you know you need to achieve to arrive at your desired destination. If this is the case, then let’s get to work. If not, then I wish you the best of everything.
I hope we will see each other here next week. Email me if you need to talk before then.
Dr. Stephen H. Dawson, DSL
Executive Strategy Consultant
Dr. Stephen H Dawson
Stephen Dawson is an executive consultant of technology and business strategy, serving significant international organizations by providing leadership consulting, strategic planning, and executive communications. He has more than thirty years of service and consulting experience in delivering successful international business development and program management outcomes in the US and SE Asia. His weekly column, “Where Do You Want To Go?,” appears on Thursdays.
Dr. Dawson has served in the technology, banking, and hospitality industries. He is a noted strategic planning visionary. His pursuit of music has been matched with his efforts to lead by service to followers. He holds the clear understanding a leader without followers is a person taking a long walk alone.
Stephen has lived his life in the eastern United States, visiting most of the United States and several countries. He is a graduate of the Regent University School of Business & Leadership. Contact him at service@shdawson.com.
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Strengthen your Personal Brand Through LinkedIn Publishing
Kelly Trim
Kelly Trim is Vice President of Franchise Development at Premium Service Brands, the leader in home services franchise opportunities. Kelly is a long-time BENG member, frequent guest speaker, Crossroads Career Network volunteer, and Certified Social Marketer. When she’s not helping entrepreneurial hopefuls diversify through successful franchise ownership in the home services sector, Kelly enjoys helping independent consultants and small business owners build their digital brand through the LinkedIn Publishing platform.
Reach out to Kelly to learn more about franchise opportunities with the Premium Service Brands including Maid Right, 360 Painting, ProLift Garage Doors, Handman Pro, Kitchen Wise and Renew Crew.
