jeffrey-hayzlett-ses-toronto-2013

Jeffrey Hayzlett: Here's How to Be an Agent for Change #SESTO

  |  June 14, 2013   |  Comments

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.

jeffrey-hayzlett-ses-toronto-2013Best-selling author and marketer Jeffrey Hayzlett, former CMO of Kodak, kicked off SES Toronto today with a conversation about making business better and how marketers can drive change and growth.

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.

Clock Changers

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.

5 Reason Businesses Fail

Hayzlett then discussed five reasons businesses fail:

  1. Fear: Embrace it.
  2. Tension: A healthy debate is good. Question everything – especially as marketers in your company.
  3. Radical transparency: Talk about the elephants in the room right away. Get to the point when you talk about things instead of just letting problems build over time.
  4. Risk: We fail because we fail to take risk. No one is going to die in business by taking risks.
  5. Promises: Keeping promises is the biggest breakdown in most companies. Make them and keep them. This is called mutual conditions of satisfaction.

Be an Agent of Change

Hayzlett challenged the audience to ask tough questions of themselves:

  1. Why are you in this game?
  2. Who are you? Perfect your pitch, said Hayzlett. He likes the “118 seconds” rule for how much time you have to give your elevator pitch.
  3. Are you passionate?
  4. What’s your brand? A brand is something we put on the side of a cow – that’s where it originated, said Hayzlett. It’s an iconic representation. A brand is also the delivery of your company’s promise.

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.

Remember …

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.

Tags:

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Jessica Lee

Jessica Lee is a marketer specializing in web content strategy and B2B/B2C writing. Since 2005, Jessica has been in the business of content and communications, with the past several years focused on the web marketing space.

Prior to launching her consulting business, 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's background also includes positions in traditional marketing, communications, broadcasting and publishing.

Jessica has a bachelor's in communications and public relations from San Diego State University. She also contributed to the book “Search Engine Optimization All-in-One For Dummies” 2nd edition.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs

    • Customer Service Consultant
      Customer Service Consultant (Bonner and Partners) - Delray BeachBonner & Partners: Full-time Customer Service Consultant Position Who we are...
    • Financial Editor
      Financial Editor (Confidential) - DurhamSIX FIGURE EDITORS WANTED: To enforce lofty NEW editing standards. Easy Conditions Unlikely. Promotion and...
    • Information Processing Specialist
      Information Processing Specialist (Agora Inc. ) - BaltimoreInformation Processing Specialist – The IP specialist position ensures the successful...