what do you stand for what do you believe in and what are the brands that
believe in and what are the brands that
believe in and what are the brands that you love I’m talking about perhaps the
you love I’m talking about perhaps the
you love I’m talking about perhaps the football team that you’ve followed since
football team that you’ve followed since
football team that you’ve followed since childhood it might be the rock band that
childhood it might be the rock band that
childhood it might be the rock band that you’ve been a big fan of might even be
you’ve been a big fan of might even be
you’ve been a big fan of might even be the pair of jeans that you always depend
the pair of jeans that you always depend
the pair of jeans that you always depend on now
on now
on now Jeff Bezos the founder of Amazon said
Jeff Bezos the founder of Amazon said
Jeff Bezos the founder of Amazon said that a brand is what they say about you
that a brand is what they say about you
that a brand is what they say about you when you’re not in the room so if you’re
when you’re not in the room so if you’re
when you’re not in the room so if you’re saying great things about those brands
saying great things about those brands
saying great things about those brands the brands that you love chances are
the brands that you love chances are
the brands that you love chances are that you believe in them that they have
that you believe in them that they have
that you believe in them that they have integrity and so as we reflect on what’s
integrity and so as we reflect on what’s
integrity and so as we reflect on what’s happening in the world right now it’s no
happening in the world right now it’s no
happening in the world right now it’s no surprise that when the Edelman report
surprise that when the Edelman report
surprise that when the Edelman report was published at the beginning of this
was published at the beginning of this
was published at the beginning of this year it revealed that we have a crisis
year it revealed that we have a crisis
year it revealed that we have a crisis of trust a trucker crisis of trust
of trust a trucker crisis of trust
of trust a trucker crisis of trust amongst large organizations and
amongst large organizations and
amongst large organizations and institutions now just look at the news
institutions now just look at the news
institutions now just look at the news stories today as we look at all the
stories today as we look at all the
stories today as we look at all the various news media from the worlds of
various news media from the worlds of
various news media from the worlds of politics to big business it once trusted
politics to big business it once trusted
politics to big business it once trusted institutions much love brands the retail
institutions much love brands the retail
institutions much love brands the retail landscape has changed immeasurably since
landscape has changed immeasurably since
landscape has changed immeasurably since 2008 in the credit crunch even great
2008 in the credit crunch even great
2008 in the credit crunch even great figures from the world of sport have
figures from the world of sport have
figures from the world of sport have been taking shortcuts to victory and
been taking shortcuts to victory and
been taking shortcuts to victory and behind it all is a crisis in trust and
behind it all is a crisis in trust and
behind it all is a crisis in trust and we’re losing that trust in brands it’s
we’re losing that trust in brands it’s
we’re losing that trust in brands it’s as if those individuals have lost sense
as if those individuals have lost sense
as if those individuals have lost sense of purpose now I don’t really understand
of purpose now I don’t really understand
of purpose now I don’t really understand that every organization needs to make a
that every organization needs to make a
that every organization needs to make a profit
profit
profit of course it does but I believe that
of course it does but I believe that
of course it does but I believe that purpose could be something much stronger
purpose could be something much stronger
purpose could be something much stronger much higher a higher ideal if you like
much higher a higher ideal if you like
much higher a higher ideal if you like essentially a value in fact some of the
essentially a value in fact some of the
essentially a value in fact some of the greatest brands in the world are led by
greatest brands in the world are led by
greatest brands in the world are led by purpose a strong sense of purpose in the
purpose a strong sense of purpose in the
purpose a strong sense of purpose in the world of automobiles we have Volvo a
world of automobiles we have Volvo a
world of automobiles we have Volvo a brand driven by an ideal of safety if
brand driven by an ideal of safety if
brand driven by an ideal of safety if it’s not just safety of the users of
it’s not just safety of the users of
it’s not just safety of the users of those cars the drivers but it’s also of
those cars the drivers but it’s also of
those cars the drivers but it’s also of other Road
other Road
other Road users cyclists with light reflective
users cyclists with light reflective
users cyclists with light reflective paints that have been developed to
paints that have been developed to
paints that have been developed to ensure their safety in the depths of a
ensure their safety in the depths of a
ensure their safety in the depths of a winter we see the three points safety
winter we see the three points safety
winter we see the three points safety harnesses in in Volvo cars that
harnesses in in Volvo cars that
harnesses in in Volvo cars that technology freely given away so that
technology freely given away so that
technology freely given away so that other automobile manufacturers can use
other automobile manufacturers can use
other automobile manufacturers can use it
it
it driven by an ideal of safety in the
driven by an ideal of safety in the
driven by an ideal of safety in the world of retail we see the the giant of
world of retail we see the the giant of
world of retail we see the the giant of the John Lewis Partnership founded over
the John Lewis Partnership founded over
the John Lewis Partnership founded over a hundred years ago by John speed and
a hundred years ago by John speed and
a hundred years ago by John speed and Lewis you know John’s Ben Lewis had an
Lewis you know John’s Ben Lewis had an
Lewis you know John’s Ben Lewis had an ideal for him it was the happiness
ideal for him it was the happiness
ideal for him it was the happiness employees you know the partners in that
employees you know the partners in that
employees you know the partners in that partnership you know they have a they
partnership you know they have a they
partnership you know they have a they have a strap line it’s a it’s really a
have a strap line it’s a it’s really a
have a strap line it’s a it’s really a mantra never knowingly undersold and
mantra never knowingly undersold and
mantra never knowingly undersold and it’s that knowledge that ensures that
it’s that knowledge that ensures that
it’s that knowledge that ensures that the employees the partners in that
the employees the partners in that
the employees the partners in that organization deliver some of the best
organization deliver some of the best
organization deliver some of the best experiences in the retail world it
experiences in the retail world it
experiences in the retail world it doesn’t end there just look at the
doesn’t end there just look at the
doesn’t end there just look at the brands like Apple according to
brands like Apple according to
brands like Apple according to Interbrand the world’s most valuable
Interbrand the world’s most valuable
Interbrand the world’s most valuable brand and at the very top the chief
brand and at the very top the chief
brand and at the very top the chief design officer sir Jonathan Ive a
design officer sir Jonathan Ive a
design officer sir Jonathan Ive a British designer who’s taken his career
British designer who’s taken his career
British designer who’s taken his career from a young designer all the way
from a young designer all the way
from a young designer all the way through that that giant of a brand to
through that that giant of a brand to
through that that giant of a brand to the very top you know driven by an ideal
the very top you know driven by an ideal
the very top you know driven by an ideal of creativity and it’s his his work that
of creativity and it’s his his work that
of creativity and it’s his his work that we see in everything from the iMac to
we see in everything from the iMac to
we see in everything from the iMac to the iPhone today these are brands driven
the iPhone today these are brands driven
the iPhone today these are brands driven by a keen sense of purpose above and
by a keen sense of purpose above and
by a keen sense of purpose above and beyond just making a profit and those
beyond just making a profit and those
beyond just making a profit and those purposes which you’d like really a giant
purposes which you’d like really a giant
purposes which you’d like really a giant value it can be ensured by a framework
value it can be ensured by a framework
value it can be ensured by a framework of values and these values are really
of values and these values are really
of values and these values are really really important to to help the
really important to to help the
really important to to help the organization grow but they’re only going
organization grow but they’re only going
organization grow but they’re only going to work if they’re led from the very top
to work if they’re led from the very top
to work if they’re led from the very top the the author and consultant an Road
the the author and consultant an Road
the the author and consultant an Road says that leaders drive values values
says that leaders drive values values
says that leaders drive values values drive behaviors behaviors ultimately
drive behaviors behaviors ultimately
drive behaviors behaviors ultimately drive the culture and it’s the culture
drive the culture and it’s the culture
drive the culture and it’s the culture that delivers performance so values need
that delivers performance so values need
that delivers performance so values need to be led with conviction from the very
to be led with conviction from the very
to be led with conviction from the very top of an organization and we can see
top of an organization and we can see
top of an organization and we can see this with the British government laying
this with the British government laying
this with the British government laying out British values British values are
out British values British values are
out British values British values are democracy
democracy
democracy rule-of-law individual liberty they are
rule-of-law individual liberty they are
rule-of-law individual liberty they are mutual respect and tolerance of those of
mutual respect and tolerance of those of
mutual respect and tolerance of those of different faiths and beliefs these
different faiths and beliefs these
different faiths and beliefs these values that are essential for the
values that are essential for the
values that are essential for the citizenship of the British in the United
citizenship of the British in the United
citizenship of the British in the United Kingdom for British citizens are now
Kingdom for British citizens are now
Kingdom for British citizens are now taught at school they’re part of the
taught at school they’re part of the
taught at school they’re part of the school curriculum so generation said
school curriculum so generation said
school curriculum so generation said almost in what could be seen as a social
almost in what could be seen as a social
almost in what could be seen as a social experiment are having these values woven
experiment are having these values woven
experiment are having these values woven through their school curriculum so these
through their school curriculum so these
through their school curriculum so these young people are now going out growing
young people are now going out growing
young people are now going out growing up and eventually we’re going into the
up and eventually we’re going into the
up and eventually we’re going into the world of work expecting the
world of work expecting the
world of work expecting the organization’s that they work for the
organization’s that they work for the
organization’s that they work for the end of those institutions to understand
end of those institutions to understand
end of those institutions to understand values and to practice values so
values and to practice values so
values and to practice values so therefore it makes sense that the large
therefore it makes sense that the large
therefore it makes sense that the large organizations institutions employers
organizations institutions employers
organizations institutions employers should understand the essential
should understand the essential
should understand the essential importance of understanding their
importance of understanding their
importance of understanding their purpose and driving it through a
purpose and driving it through a
purpose and driving it through a framework of values you may feel that
framework of values you may feel that
framework of values you may feel that you already have a values frame set but
you already have a values frame set but
you already have a values frame set but are they fit for purpose Patrick
are they fit for purpose Patrick
are they fit for purpose Patrick Lencioni the author of the book the
Lencioni the author of the book the
Lencioni the author of the book the advantage describes four different
advantage describes four different
advantage describes four different groups of values first group our core
groups of values first group our core
groups of values first group our core values these are the values that you
values these are the values that you
values these are the values that you have protect you would fight for did you
have protect you would fight for did you
have protect you would fight for did you stand for they essentially really
stand for they essentially really
stand for they essentially really determine the differentiator that set
determine the differentiator that set
determine the differentiator that set you apart from everybody else not to be
you apart from everybody else not to be
you apart from everybody else not to be confused with passion to play values for
confused with passion to play values for
confused with passion to play values for permission to play values of the values
permission to play values of the values
permission to play values of the values that really well if you’re operating by
that really well if you’re operating by
that really well if you’re operating by the rules of the country oh won’t you be
the rules of the country oh won’t you be
the rules of the country oh won’t you be trustworthy why shouldn’t you have
trustworthy why shouldn’t you have
trustworthy why shouldn’t you have integrity these are values that you earn
integrity these are values that you earn
integrity these are values that you earn through practice but so often I see
through practice but so often I see
through practice but so often I see businesses preaching that these are them
businesses preaching that these are them
businesses preaching that these are them their main values but they don’t really
their main values but they don’t really
their main values but they don’t really fully differentiate you we have two
fully differentiate you we have two
fully differentiate you we have two other groups of values that we can look
other groups of values that we can look
other groups of values that we can look to accidental values accidental values
to accidental values accidental values
to accidental values accidental values they’re the ones that somebody who is a
they’re the ones that somebody who is a
they’re the ones that somebody who is a stranger to your company will probably
stranger to your company will probably
stranger to your company will probably see straight away I’m talking about is
see straight away I’m talking about is
see straight away I’m talking about is everybody in the company the alumni of
everybody in the company the alumni of
everybody in the company the alumni of the same university is everybody part of
the same university is everybody part of
the same university is everybody part of the same social group in fact are you
the same social group in fact are you
the same social group in fact are you all part of the same demographic and so
all part of the same demographic and so
all part of the same demographic and so necessary system but it could be
necessary system but it could be
necessary system but it could be stifling it might be static and prevent
stifling it might be static and prevent
stifling it might be static and prevent you to grow
you to grow
you to grow and then the fourth group of values are
and then the fourth group of values are
and then the fourth group of values are aspirational values now aspirational
aspirational values now aspirational
aspirational values now aspirational values allow you to reach further to
values allow you to reach further to
values allow you to reach further to achieve the vision that the brand has so
achieve the vision that the brand has so
achieve the vision that the brand has so an exciting group of values these are
an exciting group of values these are
an exciting group of values these are the values that can allow you to make
the values that can allow you to make
the values that can allow you to make sure that you choose suppliers and
sure that you choose suppliers and
sure that you choose suppliers and companies to work with that share the
companies to work with that share the
companies to work with that share the same outlook as you that allow you to
same outlook as you that allow you to
same outlook as you that allow you to stretch further and so with these four
stretch further and so with these four
stretch further and so with these four different groups of values we suddenly
different groups of values we suddenly
different groups of values we suddenly have a workable frame set in which we
have a workable frame set in which we
have a workable frame set in which we can evaluate our values and provide a
can evaluate our values and provide a
can evaluate our values and provide a wetter pattern of growth of these values
wetter pattern of growth of these values
wetter pattern of growth of these values can then be used by HR communities to
can then be used by HR communities to
can then be used by HR communities to recruit to evaluate the work that we do
recruit to evaluate the work that we do
recruit to evaluate the work that we do to promote people I’m assuming with the
to promote people I’m assuming with the
to promote people I’m assuming with the brand of Apple how Jonathan Ive has made
brand of Apple how Jonathan Ive has made
brand of Apple how Jonathan Ive has made his way to the very top as chief design
his way to the very top as chief design
his way to the very top as chief design officer so he stands like a beacon you
officer so he stands like a beacon you
officer so he stands like a beacon you know he’s a really a great example of
know he’s a really a great example of
know he’s a really a great example of what is expected of the employees at
what is expected of the employees at
what is expected of the employees at Apple
Apple
Apple so values can be really helpful in in
so values can be really helpful in in
so values can be really helpful in in grow in developing and growing the brand
grow in developing and growing the brand
grow in developing and growing the brand in fact they can make engagement you
in fact they can make engagement you
in fact they can make engagement you know what is engagement well engagement
know what is engagement well engagement
know what is engagement well engagement is when you love your job yeah and you
is when you love your job yeah and you
is when you love your job yeah and you understand the part that you play in the
understand the part that you play in the
understand the part that you play in the success of that organization the engage
success of that organization the engage
success of that organization the engage for success movement describes for
for success movement describes for
for success movement describes for drivers that are essential to to
drivers that are essential to to
drivers that are essential to to engagement and it begins with a
engagement and it begins with a
engagement and it begins with a strategic narrative now that strategic
strategic narrative now that strategic
strategic narrative now that strategic narrative is the story of how you
narrative is the story of how you
narrative is the story of how you started the business and where you’re
started the business and where you’re
started the business and where you’re going – is it inclusive is it exciting
going – is it inclusive is it exciting
going – is it inclusive is it exciting is it uplifting is it driving is it
is it uplifting is it driving is it
is it uplifting is it driving is it going to make you want to be a part of
going to make you want to be a part of
going to make you want to be a part of that now the second driver is engaging
that now the second driver is engaging
that now the second driver is engaging managers and that’s the huge importance
managers and that’s the huge importance
managers and that’s the huge importance of line managers not just the senior
of line managers not just the senior
of line managers not just the senior management team but line managers who
management team but line managers who
management team but line managers who can take the ideals and the ambitions of
can take the ideals and the ambitions of
can take the ideals and the ambitions of the senior managers and put them into
the senior managers and put them into
the senior managers and put them into practice they can they can watch their
practice they can they can watch their
practice they can they can watch their colleagues and they can let them know
colleagues and they can let them know
colleagues and they can let them know when a job has been particularly well
when a job has been particularly well
when a job has been particularly well done they can Pat them on the back and
done they can Pat them on the back and
done they can Pat them on the back and say I’m really proud to be working with
say I’m really proud to be working with
say I’m really proud to be working with you and that can be a huge lift for
you and that can be a huge lift for
you and that can be a huge lift for everybody in an organization a few words
everybody in an organization a few words
everybody in an organization a few words of encouragement often worth more than a
of encouragement often worth more than a
of encouragement often worth more than a pay rise
pay rise
pay rise and I mean that seriously and that they
and I mean that seriously and that they
and I mean that seriously and that they they lift us we feel that we’re a part
they lift us we feel that we’re a part
they lift us we feel that we’re a part of something rule part of a team now the
of something rule part of a team now the
of something rule part of a team now the next important driver of engagement is
next important driver of engagement is
next important driver of engagement is employee voice miss Gibbs means today
employee voice miss Gibbs means today
employee voice miss Gibbs means today each employee feels confident that they
each employee feels confident that they
each employee feels confident that they can talk to somebody about their
can talk to somebody about their
can talk to somebody about their engagement at work about how they feel
engagement at work about how they feel
engagement at work about how they feel about the job that they’ve got in fact
about the job that they’ve got in fact
about the job that they’ve got in fact it can even give them the confidence and
it can even give them the confidence and
it can even give them the confidence and the free will to be a whistleblower you
the free will to be a whistleblower you
the free will to be a whistleblower you know often we need more people letting
know often we need more people letting
know often we need more people letting us know when things are going wrong
us know when things are going wrong
us know when things are going wrong clearly with some of the biggest
clearly with some of the biggest
clearly with some of the biggest institutions some of the gross and
institutions some of the gross and
institutions some of the gross and negligent behaviors that we have seen
negligent behaviors that we have seen
negligent behaviors that we have seen the total abuse of power that has been
the total abuse of power that has been
the total abuse of power that has been prevalent if only people had spoken out
prevalent if only people had spoken out
prevalent if only people had spoken out earlier but yet it seems to work wait
earlier but yet it seems to work wait
earlier but yet it seems to work wait until the very moment before these these
until the very moment before these these
until the very moment before these these issues are identified so this is an
issues are identified so this is an
issues are identified so this is an important part of engagement fight the
important part of engagement fight the
important part of engagement fight the final driver engagement is integrity but
final driver engagement is integrity but
final driver engagement is integrity but ultimately integrity comes through
ultimately integrity comes through
ultimately integrity comes through bringing those values to life you know
bringing those values to life you know
bringing those values to life you know walking the talk – bringing it bringing
walking the talk – bringing it bringing
walking the talk – bringing it bringing those words absolutely to life in
those words absolutely to life in
those words absolutely to life in practice yeah eight engagement provides
practice yeah eight engagement provides
practice yeah eight engagement provides a confident workforce who understand the
a confident workforce who understand the
a confident workforce who understand the idea of the brand and are able then to
idea of the brand and are able then to
idea of the brand and are able then to innovate in the moments they can bring
innovate in the moments they can bring
innovate in the moments they can bring the brand to life because your brand is
the brand to life because your brand is
the brand to life because your brand is really three-dimensional it’s ultimately
really three-dimensional it’s ultimately
really three-dimensional it’s ultimately a time machine by which I mean that
a time machine by which I mean that
a time machine by which I mean that lives the past the present in the future
lives the past the present in the future
lives the past the present in the future now the past you know that’s your your
now the past you know that’s your your
now the past you know that’s your your reputation Benjamin Franklin’s that it
reputation Benjamin Franklin’s that it
reputation Benjamin Franklin’s that it takes many good deeds to build a good
takes many good deeds to build a good
takes many good deeds to build a good reputation and only one bad one to lose
reputation and only one bad one to lose
reputation and only one bad one to lose it and we’ve seen multiple examples of
it and we’ve seen multiple examples of
it and we’ve seen multiple examples of this in recent times again look at the
this in recent times again look at the
this in recent times again look at the automotive industry the emissions
automotive industry the emissions
automotive industry the emissions scandal
scandal
scandal yeah and how that great intelligence
yeah and how that great intelligence
yeah and how that great intelligence that wisdom and knowledge of the subject
that wisdom and knowledge of the subject
that wisdom and knowledge of the subject that has been used to take shortcuts in
that has been used to take shortcuts in
that has been used to take shortcuts in order to deliver a profit rather than
order to deliver a profit rather than
order to deliver a profit rather than live up to the purpose a reputation is a
live up to the purpose a reputation is a
live up to the purpose a reputation is a very hard thing to win back and then the
very hard thing to win back and then the
very hard thing to win back and then the second dimension the present the here
second dimension the present the here
second dimension the present the here and now you know to be relevant always
and now you know to be relevant always
and now you know to be relevant always in everything that you do
in everything that you do
in everything that you do driven by idea of purpose think of a
driven by idea of purpose think of a
driven by idea of purpose think of a brand like Nintendo over a hundred years
brand like Nintendo over a hundred years
brand like Nintendo over a hundred years old originally a playing card company
old originally a playing card company
old originally a playing card company it’s gone
it’s gone
it’s gone through constant change it really
through constant change it really
through constant change it really understands what it is the idea of play
understands what it is the idea of play
understands what it is the idea of play we’ve seen the way that goddess all
we’ve seen the way that goddess all
we’ve seen the way that goddess all jumping up out of our sofas and running
jumping up out of our sofas and running
jumping up out of our sofas and running around our front rooms engaged in a new
around our front rooms engaged in a new
around our front rooms engaged in a new way of playing a console game and only
way of playing a console game and only
way of playing a console game and only this year we’ve seen the Nintendo switch
this year we’ve seen the Nintendo switch
this year we’ve seen the Nintendo switch constantly changing disrupting the world
constantly changing disrupting the world
constantly changing disrupting the world of play but staying true to its purpose
of play but staying true to its purpose
of play but staying true to its purpose in the future tense the third dimension
in the future tense the third dimension
in the future tense the third dimension we mustn’t rest on our laurels we must
we mustn’t rest on our laurels we must
we mustn’t rest on our laurels we must be true to who we are I’m thinking of a
be true to who we are I’m thinking of a
be true to who we are I’m thinking of a brand like Disney now I have two young
brand like Disney now I have two young
brand like Disney now I have two young sons and my wife and I took our two boys
sons and my wife and I took our two boys
sons and my wife and I took our two boys to Disneyland Paris now you may think
to Disneyland Paris now you may think
to Disneyland Paris now you may think that we all understand what Disney is
that we all understand what Disney is
that we all understand what Disney is about yeah we all know those characters
about yeah we all know those characters
about yeah we all know those characters we’re all familiar with them I’m sure
we’re all familiar with them I’m sure
we’re all familiar with them I’m sure many of us grew up with them they’re
many of us grew up with them they’re
many of us grew up with them they’re part of our own childhood memories
part of our own childhood memories
part of our own childhood memories there’s no different with my two sons so
there’s no different with my two sons so
there’s no different with my two sons so there was a huge expectation of going to
there was a huge expectation of going to
there was a huge expectation of going to Disneyland Paris but Disneyland Paris is
Disneyland Paris but Disneyland Paris is
Disneyland Paris but Disneyland Paris is brought to life by the staff who work
brought to life by the staff who work
brought to life by the staff who work there but fully engaged they’re not just
there but fully engaged they’re not just
there but fully engaged they’re not just called employees they called cast
called employees they called cast
called employees they called cast members and that’s because together
members and that’s because together
members and that’s because together they’re putting on a production yeah
they’re putting on a production yeah
they’re putting on a production yeah they’re making magical moments it’s
they’re making magical moments it’s
they’re making magical moments it’s magical moments that ultimately are the
magical moments that ultimately are the
magical moments that ultimately are the real purpose of Disney you know
real purpose of Disney you know
real purpose of Disney you know beginning with with Walt Disney himself
beginning with with Walt Disney himself
beginning with with Walt Disney himself and those cast members often ask
and those cast members often ask
and those cast members often ask themselves what would won’t do and it
themselves what would won’t do and it
themselves what would won’t do and it inspires them to bring magic to that
inspires them to bring magic to that
inspires them to bring magic to that moment and for me real innovation can
moment and for me real innovation can
moment and for me real innovation can happen through people interpreting a
happen through people interpreting a
happen through people interpreting a situation and adding to it
situation and adding to it
situation and adding to it so when I took my two boys to Main
so when I took my two boys to Main
so when I took my two boys to Main Street at the end of a fun packed day
Street at the end of a fun packed day
Street at the end of a fun packed day and we watched the parade of the main
and we watched the parade of the main
and we watched the parade of the main characters make their way towards us my
characters make their way towards us my
characters make their way towards us my wife and I noticed a couple with a
wife and I noticed a couple with a
wife and I noticed a couple with a severely disabled son in a wheelchair
severely disabled son in a wheelchair
severely disabled son in a wheelchair and we were yeah III saw them and I
and we were yeah III saw them and I
and we were yeah III saw them and I reflected upon how much more of a
reflected upon how much more of a
reflected upon how much more of a challenge it was for them to be there
challenge it was for them to be there
challenge it was for them to be there today
today
today I often grumble about how long it takes
I often grumble about how long it takes
I often grumble about how long it takes to get my two sons out the front door
to get my two sons out the front door
to get my two sons out the front door much harder for this couple but in a
much harder for this couple but in a
much harder for this couple but in a blink of an eye some of those characters
blink of an eye some of those characters
blink of an eye some of those characters from that Main Street parade field often
from that Main Street parade field often
from that Main Street parade field often danced with them and to see their eyes
danced with them and to see their eyes
danced with them and to see their eyes light up and their son looks so excited
light up and their son looks so excited
light up and their son looks so excited then I really understood what a magical
then I really understood what a magical
then I really understood what a magical moment was and the hailer of that spread
moment was and the hailer of that spread
moment was and the hailer of that spread Bertha was something that I shared my
Bertha was something that I shared my
Bertha was something that I shared my wife shared and I remember it vividly
wife shared and I remember it vividly
wife shared and I remember it vividly today and this is what I mean by real
today and this is what I mean by real
today and this is what I mean by real innovation dynamic in the innovation
innovation dynamic in the innovation
innovation dynamic in the innovation driven grassroots by staff and employees
driven grassroots by staff and employees
driven grassroots by staff and employees who feel liberated by a framework of
who feel liberated by a framework of
who feel liberated by a framework of values they don’t have to constantly ask
values they don’t have to constantly ask
values they don’t have to constantly ask their line manager is it ok if I do this
their line manager is it ok if I do this
their line manager is it ok if I do this they can automatically bring the brand
they can automatically bring the brand
they can automatically bring the brand to life and so that the individual
to life and so that the individual
to life and so that the individual ultimately can can innovate in the
ultimately can can innovate in the
ultimately can can innovate in the moment creating new levels of touchpoint
moment creating new levels of touchpoint
moment creating new levels of touchpoint we often talk about touch points with
we often talk about touch points with
we often talk about touch points with touch points they’re the menus shy of an
touch points they’re the menus shy of an
touch points they’re the menus shy of an experience you may say ultimately we’ve
experience you may say ultimately we’ve
experience you may say ultimately we’ve got this purpose like a magical moment
got this purpose like a magical moment
got this purpose like a magical moment but a magical moment which will be made
but a magical moment which will be made
but a magical moment which will be made up of lots of individual details and we
up of lots of individual details and we
up of lots of individual details and we need to be brave enough to break down
need to be brave enough to break down
need to be brave enough to break down and deconstruct our brand experience and
and deconstruct our brand experience and
and deconstruct our brand experience and then backed by the code of values ask
then backed by the code of values ask
then backed by the code of values ask yourself is the brand fully coming to
yourself is the brand fully coming to
yourself is the brand fully coming to life through this and does everybody in
life through this and does everybody in
life through this and does everybody in the organization understand the role
the organization understand the role
the organization understand the role that they play and that is determined in
that they play and that is determined in
that they play and that is determined in bringing this brand to life now you know
bringing this brand to life now you know
bringing this brand to life now you know if we look at engagement and ultimately
if we look at engagement and ultimately
if we look at engagement and ultimately the touchpoint journey that begins with
the touchpoint journey that begins with
the touchpoint journey that begins with an awareness and there are multiple
an awareness and there are multiple
an awareness and there are multiple messages that may be shared in how we
messages that may be shared in how we
messages that may be shared in how we broadcast ideas about our brands that
broadcast ideas about our brands that
broadcast ideas about our brands that attract people and pull people in before
attract people and pull people in before
attract people and pull people in before they engage in the present we have the
they engage in the present we have the
they engage in the present we have the moment of commitment another raft of
moment of commitment another raft of
moment of commitment another raft of touch points where we can ask is the
touch points where we can ask is the
touch points where we can ask is the brand fully alive and so often the area
brand fully alive and so often the area
brand fully alive and so often the area where we let the ball drop is in is in
where we let the ball drop is in is in
where we let the ball drop is in is in commitment the third stage through
commitment the third stage through
commitment the third stage through loyalty we would we’re not looking after
loyalty we would we’re not looking after
loyalty we would we’re not looking after our our clients and customers properly
our our clients and customers properly
our our clients and customers properly if there’s an issue or a problem or that
if there’s an issue or a problem or that
if there’s an issue or a problem or that the the brand doesn’t perform as well as
the the brand doesn’t perform as well as
the the brand doesn’t perform as well as we expected where’s the customer service
we expected where’s the customer service
we expected where’s the customer service and that customer service again is an
and that customer service again is an
and that customer service again is an opportunity to bring the brand to life
opportunity to bring the brand to life
opportunity to bring the brand to life so touch points can be can be moments of
so touch points can be can be moments of
so touch points can be can be moments of innovation where we pour more value into
innovation where we pour more value into
innovation where we pour more value into the brand by understanding its code of
the brand by understanding its code of
the brand by understanding its code of values of course the natural place for
values of course the natural place for
values of course the natural place for innovation is through the creative
innovation is through the creative
innovation is through the creative department
department
department through the design team and this is
through the design team and this is
through the design team and this is their role of course in order to add
their role of course in order to add
their role of course in order to add significant value through through design
significant value through through design
significant value through through design I’ve mentioned sir Jonathan Ive but Sir
I’ve mentioned sir Jonathan Ive but Sir
I’ve mentioned sir Jonathan Ive but Sir Jonathan Ive didn’t get there on his own
Jonathan Ive didn’t get there on his own
Jonathan Ive didn’t get there on his own you know all of us can draw inspiration
you know all of us can draw inspiration
you know all of us can draw inspiration from that from other professional was
from that from other professional was
from that from other professional was around us we don’t even have to work
around us we don’t even have to work
around us we don’t even have to work with the same companies as us so
with the same companies as us so
with the same companies as us so Jonathan Ive drew inspiration from
Jonathan Ive drew inspiration from
Jonathan Ive drew inspiration from dieter Rams dieter Rams is the German
dieter Rams dieter Rams is the German
dieter Rams dieter Rams is the German industrial designer famous for his his
industrial designer famous for his his
industrial designer famous for his his work with the with the consumer
work with the with the consumer
work with the with the consumer electronics brand Braun
electronics brand Braun
electronics brand Braun now dieter Rams developed a conscience
now dieter Rams developed a conscience
now dieter Rams developed a conscience about the work that he was doing he was
about the work that he was doing he was
about the work that he was doing he was concerned that ultimately he might be
concerned that ultimately he might be
concerned that ultimately he might be adding to waste mountains of the world
adding to waste mountains of the world
adding to waste mountains of the world by churning out more and more product so
by churning out more and more product so
by churning out more and more product so boots himself 10 principles of good
boots himself 10 principles of good
boots himself 10 principles of good design these principles essentially are
design these principles essentially are
design these principles essentially are values and these values instructed him
values and these values instructed him
values and these values instructed him in the work that he did and if it didn’t
in the work that he did and if it didn’t
in the work that he did and if it didn’t match up to those levels and it wasn’t
match up to those levels and it wasn’t
match up to those levels and it wasn’t going to be good enough and so Jonathan
going to be good enough and so Jonathan
going to be good enough and so Jonathan Ive really chose a spiritual mentor that
Ive really chose a spiritual mentor that
Ive really chose a spiritual mentor that could help him be to do the best
could help him be to do the best
could help him be to do the best mentionable
mentionable
mentionable and that’s that’s celebrated in in the
and that’s that’s celebrated in in the
and that’s that’s celebrated in in the huge success of today it doesn’t begin
huge success of today it doesn’t begin
huge success of today it doesn’t begin and end there of course IBM perhaps for
and end there of course IBM perhaps for
and end there of course IBM perhaps for more paintings than any other company
more paintings than any other company
more paintings than any other company constantly innovating was driven by the
constantly innovating was driven by the
constantly innovating was driven by the passion of one man Thomas Watson today
passion of one man Thomas Watson today
passion of one man Thomas Watson today his name lives on in the stupid computer
his name lives on in the stupid computer
his name lives on in the stupid computer Watson yo which is calculating the
Watson yo which is calculating the
Watson yo which is calculating the imponderables the ultimate data science
imponderables the ultimate data science
imponderables the ultimate data science machine but Watson had an idea and that
machine but Watson had an idea and that
machine but Watson had an idea and that was simple it was think he asked all his
was simple it was think he asked all his
was simple it was think he asked all his employees to think first and of course
employees to think first and of course
employees to think first and of course we under we’ve seen that through Apple
we under we’ve seen that through Apple
we under we’ve seen that through Apple today it’s been emulated in the notion
today it’s been emulated in the notion
today it’s been emulated in the notion of think difference but Watson expected
of think difference but Watson expected
of think difference but Watson expected nothing less of his employees and they
nothing less of his employees and they
nothing less of his employees and they work with some of the most creative
work with some of the most creative
work with some of the most creative teams of imaginable
teams of imaginable
teams of imaginable Eero Saarinen the architects the design
Eero Saarinen the architects the design
Eero Saarinen the architects the design team Charles and Ray Eames even their
team Charles and Ray Eames even their
team Charles and Ray Eames even their corporate identity their ego is designed
corporate identity their ego is designed
corporate identity their ego is designed by Paul Rand one of the greatest graphic
by Paul Rand one of the greatest graphic
by Paul Rand one of the greatest graphic designers of all time it’s unimaginable
designers of all time it’s unimaginable
designers of all time it’s unimaginable that IBM would ever change their
that IBM would ever change their
that IBM would ever change their corporate identity it’s a beautiful
corporate identity it’s a beautiful
corporate identity it’s a beautiful piece
piece
piece design work I so they’ve invested in
design work I so they’ve invested in
design work I so they’ve invested in design consistently so we can see how
design consistently so we can see how
design consistently so we can see how design can make a huge difference for
design can make a huge difference for
design can make a huge difference for your brand’s now ultimately it comes
your brand’s now ultimately it comes
your brand’s now ultimately it comes down to culture I’m sure we’ve all heard
down to culture I’m sure we’ve all heard
down to culture I’m sure we’ve all heard the saying the culture eats strategy for
the saying the culture eats strategy for
the saying the culture eats strategy for breakfast
breakfast
breakfast so the best strategy for innovation has
so the best strategy for innovation has
so the best strategy for innovation has got to be surely to get your culture
got to be surely to get your culture
got to be surely to get your culture onside and that means everybody HR
onside and that means everybody HR
onside and that means everybody HR internal comms marketing right across
internal comms marketing right across
internal comms marketing right across the board every discipline working
the board every discipline working
the board every discipline working together understanding the values
together understanding the values
together understanding the values framework in order to create more
framework in order to create more
framework in order to create more meaningful moments and greater levels of
meaningful moments and greater levels of
meaningful moments and greater levels of engagement a better experience for all
engagement a better experience for all
engagement a better experience for all and I’ll leave you with the words of the
and I’ll leave you with the words of the
and I’ll leave you with the words of the American poet and civil rights
American poet and civil rights
American poet and civil rights campaigner Maya Angelou who said at the
campaigner Maya Angelou who said at the
campaigner Maya Angelou who said at the end of the earth day they’ll forget what
end of the earth day they’ll forget what
end of the earth day they’ll forget what you said they’ll forget what you did but
you said they’ll forget what you did but
you said they’ll forget what you did but they’ll never forget how you made them
they’ll never forget how you made them
they’ll never forget how you made them feel
feel
feel thank you very much
”
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