Last week, I posted a blog called Innovation is key to becoming a ‘people-centric’ business which looked at Inclusion and Diversity from a customer perspective. The article argued that in order to succeed, businesses needed to become “customer centric” – looking at the world from their customers’ perspectives and identifying their customers’ problems and tensions. I’m pleased to see that the post has been very popular and has so far been viewed over 2,000 times! An interesting article in yesterday’s London Evening Standard looked at this idea of customer centricity from a different perspective. Read More »
Sony’s US-specific informational video for its NEX camera runs 2:59. It’s set solely to music. Sony’s video for the Japanese market runs 6:58 and has technical narration throughout. That’s just the beginning of the differences.
Sayaka Katamura and Haruna Kawamoto did a nice informal analysis of the differences that Sony perceives when selling to the US and Japanese markets in a recent post on Ishmael’s Corner. The takeaway? The importance of localizing storytelling.
Reading this article was particularly timely as my co-workers and I are planning an inclusion & diversity event for our Asia Pacific theatre. We held a combination in-person and Telepresence video event in January that was well attended by our North American and European geographies. Of course, that means that it was in the middle of the night for our APAC colleagues. Ah, the joys of a global business. Read More »
The exchange of business cards is a long-standing tradition that spans all the way back to the 15th century when folks in China used to exchange “visiting cards” or “calling cards” – cards that visitors wrote their names, notes or messages. The cards were introduced in Europe in the 17th century during the reign of Louis XIV.
Bobbie Johnson, Technology reporter for BBC News, has written a thought-provoking article on the effect technology is having on business cards.
Any number of case studies can be cited as evidence that innovation and creativity are crucial to business success. Yet results from the European Innovation Scoreboard (EIS) suggest that many countries have much to do before they can be described as ‘innovative’.
So a real problem facing European organisations is that they just can’t recruit enough of those special ‘creative’ people – right? I’m not so sure. I’d suggest that the statistics say rather more about the way we tap into the innovation within our people than it does about any lack of potential creativity. And the real issue lies with our perception of creative thinking…
The problem can be traced back to 1981 when Professors Sperry and Ornstein told the world that human beings are of two minds. Their landmark “left brain, right brain” experiments showed that the two hemispheres of the brain are dominant in specific functions – left for logical and right for creative.
But an undeserved legacy of Sperry and Ornstein is a belief amongst the business community that ‘right-brain’ creative thinking is a gift that few of us are graced with. The reality is very different. Whilst their work showed that each side of the brain is dominant in specific functions, it also showed they are skilled in ALL functions and that analytical and creative thinking are complementary skills available to and accessible by all of us. Indeed it is simply our misconception that there is a gap between them that very often hinders our ability to be creative or innovative.
The business environment tends to perpetuate the myth that creative or innovative thinking is for the chosen few. In our information-overloaded lives we tend to ask our people to use the logical, analytical and rational ‘left-brain’ labelled functions. And from childhood we are taught to create lists, to prioritise by numbering, to join the dots, to think ‘logically’, to focus on results, to seek an outcome, to follow the sequence, to take linear notes… the list goes on.
It’s also a fact that, for many of us, it’s not often that we are asked, allow ourselves – or are allowed by our work situation – to think creatively. And when we are, it’s no surprise that many of us feel that this is something out of the ordinary and perhaps beyond our grasp.
I believe that creativity and inclusion go hand-in-hand because it is flexibility and creativity that make possible inclusive ways of working. So what are inclusive ways of working? Well first and foremost it’s not everyone doing the same thing in the same way. Of course, there are behaviours that help guide our actions, but inclusion comes about through acceptance of diversity and non-conformity. If we are afraid or unable to be different, to relate our work in our own way, then we will be less able and willing to appreciate and develop the abilities of the people around us.
The challenge I’m giving myself – and you – is to take a creative or innovative approach to situations both at work and at home. That doesn’t just mean being different, but being different and better……so let’s mind the gap
When I think of “Inclusion and Diversity”, I automatically think about creating a diverse and inclusive workforce environment: providing all employees with learning and development opportunities, ensuring employees with disabilities have the right tools and resources and educating all employees on how to work with people with disabilities, sending out regular communications on techniques for how to strengthen inclusion and diversity in the workplace and so forth.
Reading this article from UTalkMarketing.com this morning over a cup of coffee made me question my own definition of “Inclusion and Diversity.” I came to the conclusion that my view on this subject was far too narrow – I was focussing on it from a purely internal perspective and needed to think outside of the box and include an external perspective too. Inclusion and Diversity isn’t just about making your diverse workforce feel included; it’s also about ensuring that your customers feel included AND that their voices and their business needs lie at the heart of your business.
The author of this article, Chris Beswick, argues that businesses need to develop a relationship with their customers, look at the world from their perspective and appreciate the problems they face and the things they aspire to. Instead of focussing on their own products and services, businesses need to put greater focus on their customers’ problems and tensions – it’s not “what you do”, i.e. what you sell; what you provide, but rather “how you do it”, i.e. how you fuel innovation and differentiation.
Yet Beswick argues that true customer-centricity is only possible if you first become people-centric. In his words the only way you can provide an exceptional end-to-end customer experience is to ensure that everyone in your organisation understands how to collaborate on solving your customers’ problems.
How do you extend Inclusion and Diversity to your customers? Share your thoughts below.
Do you have an Inclusion and Diversity story to share? Please send it to email@example.com.
To read the full article click here