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Susan Foley is a thought leader.  Her research into Corporate Entrepreneurs, her teaching for deployment and execution should be considered by all leaders and professionals looking for an opportunity to make an impact.

Susan’s post “Is Intrapreneurship a Priority in Your Organization?” touches all of us – even when we don’t know it.  The whole post deserves to be read and can be done by clicking here. Revenue Science™ recommends one section of Susan’s post imparticular:

All this starts by first changing yourself and then those around you. Changing the way, you think, act, make decisions, communicate, negotiate, influence, motivate, inspire and solicit support.

At The Revenue Game®, we certify people in CRO (Chief Revenue Officer) Thinking and CRO Deployment to give leaders science-based ways to deploy and execute what Susan prescribes.

In our personal lives, many of us have changed ourselves for improved health.  To do that we have to see the world in a different more complete way.  The world is full of ways to impact health for better or worse.  Many of those things that can be applied for better health can be overdone or misapplied and negatively impact health.  The key to long-term health is to “thinking different”, then creating a plan based on that new way to think by changing one habit at a time.

Start with habits that replace bad habits, since every bad habit removed creates an immediate positive impact on things like energy, sleep, breathing, pain reduction, etc.

Revenue Science™ recommends the same approach to improve the sustainability of a business.  First, apply CRO Thinking.  See the whole, use the science to observe all those habits (individual or organizational) as well as the outcomes that are making things worse (“Dumb Stuff”) then change just “one habit” at a time.

Just like in personal health “one habit” changed pays an immediate dividend.  Stop doing just one report no one reads or understands and get thirty minutes back for you and the person who didn’t want to review it.

Stop measuring and defending activities with no links to strategic outcomes, only focus on strategic outcomes and how to continuously improve those outcomes.  Even if a decision is legal make sure it supports your principles so you can be considered “in integrity.”  The employe in an organization making these changes will feel empowered, engaged and rewarded for delivering on the strategy based on purpose, while leadership reaps the benefits of outcomes that move the organization forward and all of this from just one habit at a time.

Every time a person changes just “one habit” that is aligned to the Revenue Strategy, the culture is changing without it feeling like you just started a starvation diet and can’t wait to get back to normal.

When the individual and the organization start by changing the “dumb stuff” habits – change isn’t hard – the staff you want to keep doesn’t like “dumb stuff”.  Only underperforming employees cling to “dumb stuff” since it is a way to hide from accountability, responsibility and “CHANGE”.

One of the most powerful parts of Susan’s message is motivate, inspire and solicit support.”  Social Media, Google, the wired world and data-driven digital, points out the number one “dumb stuff” is a selfish “motive”.

“The motive” drives investment, strategy, hiring, deployment, execution, habits and culture.  Southwest Airlines is known for the employees first motive, Disney is known for the Happiest Place on Earth motive and Apple for making a dent in the universe.  They all make money with a focus other than Head Quarters Goals and growth at all costs.

There are other motives like that of Martin Shkreli, the former pharmaceutical executive who gained notoriety for hiking up the price of a life-saving drug and Bernard Lawrence Madoff an American former stockbroker, investment advisor, financier and convicted fraudster whose motives were selfish – about “them” – not about the customer.

In between are those people and companies who live a win/lose business model.  They intend to make money from their customer vs. with their customer, while legal they upsell, cross-sell, negotiate every penny possible to fill their pockets and expect the buyer to beware.  This group is HQ (Head Quarters) out with the goal of driving the most profit possible justified by doing good for them and their ownership.

This HQ out works with customers when there is more demand than supply, the buyers don’t know any different (before the internet) and when all selling companies behaved the same way.  This HQ organization has a product or service they need to pitch to the buyers and close hard for the greatest margins possible (with the buyer shouldering the risk) in this financial period.

The motive today’s buyers embrace is a motive to help buyers make the best decision possible producing the greatest value for buyer and seller.  The internet has made the world transparent and most buyers know the difference between a company who makes money from them vs. a company who makes money with them.  Making money with the buyer provides more value for both.

When Susan writes “motivate, inspire and solicit support” she is embraced by those who make money with their customers.  Those who partner with customers and are motivated by doing what is a win for both parties over the short-term and long-term will win in the short-term and long-term.  These companies feel good about themselves, their work, their outcomes and they want to get up and show up with focused energy to deliver value to the customer.

Those who make money from their customers are teaching their staff to only work for financial reward, change jobs for $1 per hour and do the least you can get away with.  This is “dumb stuff” for the company, the staff, and their customers.

So, pick one habit that helps remove selfish motivation.  With each new habit, you are closer to the customer motivation, your team is closer to inspired motivation and you – with your customers will be making more money right along with your customers. 

Those who don’t start with a worthy purpose that motives will have a lot of “dumb stuff” and find change hard.

Change your frame of reference from HQ to Buyer Back.  Then your world will get a lot better for you, your team and your customers.  That is the way to add and receive the most value possible (for your customer and you).  With buyer back motivation you make more money.

Start a habit of thinking from the buyer’s frame of reference and keep going.


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