Fighting Back Against Becoming Insular & Isolated

Source: www.cleartouch.com

Leaders love to talk about customer obsession.  They often highlight it as a value they cherish.  They encourage others to put the customer first.   Yet, all too often, they don't walk the talk.   Far too many organizations are quite insular in their thinking.  People focus an overwhelming amount of their time and attention on internal processes and procedures.   Executives become buried in staff meetings, and they become isolated from customers, markets, front-line employees, and external partners.    How can we fight back against becoming too insular in our thinking?  It's about more than just building in some scheduled time to visit with customers.  Here are a few tips:

1.  Walk a mile in the customer's shoes from time to time.   Don't just ask customers what they think; actually put yourself into their situation.  What is it like to purchase your product or service?  What are the pain points and frustrations of your customers? 

2.  Open your eyes when you travel and look for the unexpected.  When we drive to work each day, traveling the same route, we are usually on auto pilot.  We don't have to think much, and we often don't notice much along our path.  When we travel, our minds are more alert, and we have to think a bit more about where we are going and how to get there.   Use these travel opportunities to notice the differences between your home city or country and the place you are visiting.  What is different about consumer preferences?  What cultural differences stand out to you?  What local competitors are behaving in interesting new ways?  How might these factors influence your business?

3.  Study organizations outside your industry.   Don't just remain laser focused on the 3-5 major rivals with whom you compete each day.  Find interesting companies, far and wide, from which you can learn.   What interesting practices are they employing?   How have they overcome challenges similar to those you face? 

4.  Go out and recruit new talent on college campuses.  Don't just send your front-line human resources staff members, or your young workers who are alumni from those schools.   Send some more senior leaders to those colleges.  Encourage them to interact with the young people and ask them questions, rather than just providing information about your company. Find out what they care about, how they view your organization, and what they think about your products and services. 

5.  Encourage a few people on your team to role play the competition when you are making a big decision.  Ask them to really study how your rivals think and act, and then encourage them to propose how your rivals will react to your decision.  

6.  Read voraciously, but don't just read the business news and a few books relevant to your industry.  Read more broadly, and keep a journal reflecting on what you have learned.