Inspired by the principles developed in the “Service Profit Chain”, Mike Hohnen takes you through each of the steps needed to create an outstanding service business.

You will find it here on Amazon

Best!

We live in a world of abundance – there is plenty of choice everywhere. And since 2008 we have experienced significant drops in demand as consumers became more careful. The result is a widening gap between supply and demand in virtually any category you can imagine.
When that happens, many companies have a knee-jerk reaction, and the recipe is more or less always the same: initiate rigorous cost-cutting programs, reduce staff and/or services, offer discounts in many forms, and increase advertising aggressively.
This, however, is the equivalent of trying to steer and brake as your car begins to skid on black ice while going through a sharp curve.
As you hit that declining demand curve, you need to perform what at first seems like a counterintuitive move: hold your price, increase your services, improve your quality, and narrow your focus in the market.
In this book, you will not only understand why but also see how you can do that.

One that struck me in particular was the story of when Jobs returned to Apple after his years of involuntary exile. At that point in time Apple was on the ropes and the market was rapidly losing faith.

Jobs convened a product review meeting – Apple at that time had 10–15 different versions of the Mac on the market and even more in the pipeline. Jobs went to the whiteboard and drew a 2 x 2 matrix. On the one side he wrote home/professional on the other he wrote desktop/laptop. Jobs then announced: That is it – four products. A laptop for professional or home use and a desktop for professional or home use. Everything else is as from now abandoned/discontinued.

The lesson for us all of course is: focus. Decide what it is you want to do and do it well.

Trying to be all things to all people invariably results in being nothing to anybody.

We don’t yet know what is next – but we do know it will be different. One thing you can be sure of is that in the next 5 years you will see more innovation than you have experienced the past 15 years – what will that mean for your business?

We wrapped up the 3 days with a ProActionCafe – a great new tool that we learned at our Art of Hosting training in Aarhus in August. The cafe combines the best of World Cafe, Open Space Technology and Action Learning.

Four students hosted 4 workshop on developing the focus for their action learning question – the question they will work on for the next 16 weeks and that will form the basis of their final written assignment in December. The Proaction Cafe was hosted by Kathrine Procter who is the Program Manager on this module and works with structured questioning in three rounds. Each round has 3 new expert help the host develop depth, perspective and action items on the chosen question.

The feed back afterwards was awesome – not only did the 4 hosts declare that for the first time did they have a clear focus on their assignment at a very early stage but the other participants also felt that they had learned a lot about how they could approach their learning question.

An unexpected bonus that we had not thought of was that participants felt that working in the ProAction Cafe format also gave them a great opportunity to recapitulate the learning from the three previous days as they wove these topics into the problem solving discussion at the tables. It does not get much better in my world.

Powerful stuff – that we will develop further.

The challenge here is always: how does one make a subject fun and engaging when it is already considered drab and dull before we even get started.

The traditional approach is of course to arm yourself with a large deck of power-points outlining the does and don’t of financial management.

That may be how you teach finance – but that is not necessarily the best way to actually learn finance.

So instead we created a scenario that very much resembles their day to day situation, with the problems and pitfalls of real life and had them work through that in teams of 3 – if they got stuck they could ask questions – but essentially they worked it out between themselves – collaborative learning in full bloom – what a pleasure!

Next week we shall take it up a notch…

“Conversations are the way workers discover what they know, share it with their colleagues, and in the process create new knowledge for the organization.
In the new economy, conversations are the most important form of work …so much so that the conversation is the organization.”
—Alan Webber, “What’s So New About the New Economy,” Harvard Business Review

Can webconferences, videoconferences and other virtual meetings really take the place of face-to-face contact?
With travel budgets slashed in the wake of recessionary belt-tightening, companies are increasingly turning to technology as a substitute for in-person contact. Yet business executives overwhelmingly agree that face-to-face meetings are not just preferable but necessary for building deeper, more profitable bonds with clients and business partners and maintaining productive relationships with co-workers.

Predictably the answer to their own survey is that 84% prefer F2F meetings.

But is that the right question to ask if you are trying to understand what is happening in the meeting industry?

Not in my mind it isn’t!

This is the kind of question Kodak asked photographers 5-8 years back: Do you think that digital photos will replace film based photography? No way they all hollered.
This is the question big newspaper publishers asked thier readers 3-4 years ago: “Can you imagine not having a daily morning news paper in print form” Since then a large number of them no longer exist.
This is the question publishing houses where asked 24 months ago “Will the eReader replace books?” – that was before Amazon sold 2 million Kindel’s in 6 months. Now they are not so sure. More on eReaders here

But the reality is this:

This is borne out in Forbes Insights survey, where 58% of respondents said they were travelling for business less today than they were at the beginning of the recession in January 2008, with more than a third (34%) indicating they were travelling much less frequently.

This is my point, it may not be what they prefer – but this is what they do – not because it is better but because it is cheaper, and more convenient.

Surevy: would you prefer to fly Business or Turist?… No brainer right?
But why is tourist class then jam packed and Business reduced to 2 rows that are half empty on many European flights? It is not what we would prefer. It is what we do.

The big danger is that we in the industry stick our heads in the sand as a result of surveys like this – pat each other on the back and knowingly nod to each other: “f2f meeting are better – we know that – they know that. All will return to normal soon, you just wait and see….”

I don’t think so

That is what KODAK thought

The question we should be asking is : Is the market broken? – see this by Seth Godin: “What every mass marketer needs to learn from Groucho Marx”

See also my previous post on this subject: Is the meeting industry doomed?

Read the Forbes Insight survey here

What do you think?

A coming paper in the Journal of Marketing addresses that very subject. Building on past research on the role of gratitude in human relationships, it argues that a customer who is made to feel grateful most likely becomes enduringly loyal as a result. Gratitude, as the paper bluntly puts it, can “increase purchase intentions, sales growth and share of wallet.” Robert Palmatier, an associate professor of marketing at the University of Washington and an author of the paper, says that making a customer feel truly grateful toward a business is harder than it might sound. And the hard-wired feelings of reciprocity that can trigger gratitude can just as easily trigger the sense that you’re being treated unfairly.

Read the full article in the NYT

In the ongoing discussion that I have been having on this blog and with clients about the meeting market we also need to ask that question: is it a broken market?

Read this and tell me what you think:

What every mass marketer needs to learn from Groucho Marx

Perhaps the most plaintive complaint I hear from organizations goes something like this, “We worked really hard to get very good at xyz. We’re well regarded, we’re talented and now, all the market cares about is price. How can we get large groups of people to value our craft and buy from us again?”

Apparently, the bulk of your market no longer wants to buy your top of the line furniture, lawn care services, accounting services, tailoring services, consulting… all they want is the cheapest. The masses don’t want a better PC laptop. They just want the one with the right specs at the right price. It’s not because people are selfish (though they are) or shortsighted (though they are). It’s because in this market, right now, they’re not listening. They’ve been seduced into believing that all options are the same, and they’re only seeing price. In terms of educating the masses to differentiate yourself, the market is broken.

Fixing this is almost always a losing battle. Just because you’re good at something doesn’t mean the market cares any longer.

The Marx Brothers were great at vaudeville. Live comedy in a theatre. And then the market for vaudeville was killed by the movies. Groucho didn’t complain about this or argue that people should respect the hard work he and his brothers had put in. No, they went into the movies.

Then the market for movies like the Marx Brothers were making dried up. Groucho didn’t start trying to fix the market. Instead, he saw a new medium and went there. His TV work was among his best (and certainly most lucrative).

It’s extremely difficult to repair the market.

It’s a lot easier to find a market that will respect and pay for the work you can do. Technology companies have been running this race for years. Now, all of us must.

If Wal-Mart or some cultural shift has turned what you do into a commodity, don’t argue. Find a new place before the competition does. It’s not easy or fair, but it’s true. You bet your life.

[Please note that nothing I wrote above applies to niche businesses. In fact, exactly the opposite does. You can make a good living selling bespoke PC laptops or doing vaudeville today, even though the mass of the market couldn't care a bit. How he got in my pajamas, I'll never know...]

Blatantly copied from one of my favorite blogs Seth Godin - read more here