Best-selling author and marketer Jeffrey Hayzlett says businesses need clock changers. People who are change agents. People who don't mind making mistakes in order to offer solutions.
He opened the discussion talking about the fall of Kodak. What went wrong? They weren’t driving change. There were ideas there that could have transformed Kodak, but they went unexplored. And that became the theme of today’s talk: being an agent for change within your company.
Hayzlett talked about something he did when he called his first meeting at Kodak: he moved the dial ahead on the clock 20 minutes. He found this would spark heated conversation about the clock – is it broken? Who should fix it? And this happened every meeting thereafter.
One day, during one of these conversations about how the clock needed to be fixed, one of his team members walked up to the clock, pulled up a chair, and changed the clock to the right time. He gave that team member a key role on his team.
Businesses need clock changers. People who are change agents. People who don’t mind making mistakes in order to offer solutions, instead of just complaining about problems.
Hayzlett then discussed five reasons businesses fail:
Hayzlett challenged the audience to ask tough questions of themselves:
Hayzlett said in order to get it right in business, we have to stand for something as brands and companies online and offline. Taking us back to the concept of creating tension, Hayzlett challenged the audience not to settle. This is an agent of change.
Try something different that still represents your brand, he said. Hayzlett talked about how he challenged the status quo in creating business books. Business books have a particular format, he said. They tend to be 10 chapters, 50,000 words.
He wanted to make it more engaging by creating “page turners”: 35 chapters that still added up to 50,000 words, short headlines and the integration of social elements. His book became a best seller.
It’s very hard to change culture, said Hayzlett. It’s something that is built over many, many years. But you can change “mood” – how does your team, your department feel?
A final thought: You should never be scared about being an agent of change, said Hayzlett, if you’re in good company. Embrace the connections you have, talk about ideas for change and make the most of the opportunities that are ahead of you.
This article was originally published on Search Engine Watch.
August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.
Jessica Lee is the founder of bizbuzzcontent, a boutique content services company that offers quality content creation services and content strategy consulting.
Since 2005, Jessica has been in the business of content and communications, with the past seven years focused on the Web marketing space.
Prior to launching bizbuzzcontent, Jessica was responsible for content strategy, development, and marketing for Bruce Clay Inc. - a global SEO firm, where she served small businesses and Fortune 500 clients.
Jessica has a bachelor's in communications and public relations from San Diego State University.
She contributed to the book Search Engine Optimization All-in-One for Dummies second edition, and her writing is featured in an active college textbook, Reading and Writing About Contemporary Issues.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.