READ this article on LinkedIn: https://www.linkedin.com/pulse/whats-point-ethos-how-does-your-organisation-score-2015-jay-virdee
Is the general ethos of your organisation one that demonstrates: motivated, engaged and interested employees? Do you have a 'global ethos'? Does ethos affect your presence in the market - have you 'brand personality'? How do you achieve, sustain and develop this? It has been stated for centuries that ‘impressions last’ both the positive and negative. Looking at Earth, there are certainly many tangible impressions from the Grand Canyon impressed by the Colorado River, the Taj Mahal an eternal memory created by Shah Jahan for the loss of his love, the Great Pyramid of Giza said to have been built by tens of thousands to the Great Wall of China fortified by materials from as early at the 7th century BC! Considered to be some of the most wonderful wonders of the world whether created by humans or nature their impressions may last an eternity… "It’s not just a brand!" In March 2014, I founded my first solo venture Learning Tutor Limited and ever since I have continuously examined the position of my brands and essentially how I wanted my company to operate. With budget (and health) limitations a marketing spending spree was out of the question. I knowingly entered into a market with many established competitors so the need for diversification and being unique was apparent. Yes, I could put together a multi-tab strategic plan and exemplify my business plans and objectives. However, I had and have this desire to ensure my business really means something, and to me it is not just a brand. I want and wanted to portray my passion for learning, business and making a difference (and of course to run a profitable venture). "So how do I achieve that?" Bored of strategic and marketing plans, I took a brief (and somewhat deep) look into the past. I thought of Ford, Darwin, Edisson, Einstein, Archimedes, Gates, Columbus, McCartney, Jobs, Presley, Winfrey, Bekham, Kardashian, Richard Branson and his Virgin Empire, Walt Disney, to the young Nick D’Aloisio… It’s obvious what makes these names stand out however what interests me most is what is it that really define(d/s) them or their organisations or products etc.? Not interested in their brands as such it’s almost as that after bucket thought – how would I like to be remembered i.e. is my business sustainable long-term? I mean beyond 50 years?… And how do I achieve that? Definitions of Impression… So, back to here and now it’s all about ‘impressions’. I perceive impressions to be related to behaviours or what I choose to refer to as being created by ‘ethos’. I define ‘Ethos’ as comprising of five elements: charm, spirit, culture, character and the lasting impression of an organisation or person. So I developed an ‘Ethos Plan’ and believe that every organisation should have this as a prefix to their business plans or objectives. Developing the Ethos Plan... Charm Charm distinguishes you (brand or organisation) from the rest, this is your opportunity to make a mark within the market, remember the ethos plan is about longevity i.e. outlasting those ‘one hit wonder’ brands or concepts. Some have it. Some don’t. Thinking back to 29th June 2007 with Apple’s first iPhone release the world has been mesmerised by the iPhone for 7 years now… Apart from the usual IOS (software) releases that have maintained interest in the iPhone products, Apple Inc. has continuously teased the market with innovation and fascinating concepts realised in its predecessor versions of the iPhone range. So I began to question my captivation strategy: Could I hold the attention and interest of potential engagements (clients, partners, investors)? Do I (my brand or organisation) really fascinate the market? How will I continue to do this and really achieve that lasting impression? Charm is a highly powerful mechanism in maintaining long-term investment (interest) be it through brand loyalty, sales or connecting with others. Charm is about meaning i.e. having significance in the market place. How charming are you? Spirit (or Courage) Spirit defines significance. That magnitude, importance and substance you bring to market place or table. I have often wondered about ‘lifetime’ and business in the same sense as mind and body i.e. is there a common factor or harmony between the two? Yes, it’s known as ‘being’. This may seem a philosophical journey, but in business essence, prominence and prevalence is key to market confidence. I had a brief look at this list of ‘The Most Impressive Brand Comebacks’ from Ranker.com (direct link: http://www.ranker.com/list/best-brand-comebacks/devon-ashby?format=BLOG&action=tab&). Not surprised to see Lego, Apple and Nintendo feature as the first three on the list. The question here is not of how these brands achieved resurrection but indeed what kept them going? In the case of Lego its ‘lasting impression’ is signified through ‘spirit’ i.e. retaining consumer confidence throughout the 2000s. It’s that inherent ‘flight or fight’ adrenal mechanism and response that we pursue to ‘BE’ (live, exist, procreate etc.). Inevitably, spirit is achieved through human response therefore hiring and working with ‘spirited’ individuals is not negotiable. What signifies your brand(s)? How will your organisation deliver market confidence? How sustainable is your business through the decades and how do you intend to endure future changes? Culture Culture demonstrates cohesion, the culmination of ideas, beliefs and actions. I believe suitable growth and expansion plans are based on developing a robust culture. Culture is also the key to the ‘generations’ of a business or brand. Let’s take the example of the top Universities (Cambridge, Oxford, Harvard etc.) their ‘culture’ or perceived culture is such that they become incessantly desirable i.e. offering the crème de la crème of academia. Similarly relative to the fashion industry comprising of domineering brands and most wanted styles. How will your brand or concept achieve this collectively regarded behaviour? What is your maintenance strategy for suitable growth? Imperatively, does your organisation have a definitive ‘culture’? Character Character is about purpose – ever wondered what features at the top of your potential clients’ lists? I would be highly surprised if “What does it mean for me/us/the firm etc.” does not feature on that list! Character is unlike charm; it’s the very thing that distinguishes the qualities of a brand, person or business. Character prescribes meaning perhaps also best described as ‘personality’: vision, values and purpose. How does my organisation behave? Do I possess ‘brand personality’? Will my prospective clients relate to my personality? I found this interesting article a while back, something to reflect on with regards to your personality strategy: “Seems Awkward, Ignores the Rules, but Brilliant: Meet the Maverick Job Candidate Organizational psychologist explains how maverick personalities can be secret weapons that make businesses successful.” (http://business.time.com/2012/08/29/seems-awkward-ignores-the-rules-but-brilliant-meet-the-maverick-job-candidate/) The bottom line, Ethos is that lasting impression…not the ‘last’ impression. It is not a singular effort and it will take many refining moments to achieve. Will my impression last? I hope so, if you're reading thus far I have charmed you, demonstrated spirit, developed a culture and formed character. Positive wishes for your Ethos plan 2015. Jay Virdee Founder & CEO My Ethos is defined by: Learning Tutor Limited LearningTutor.co.uk | MyBucketBox.com | CompassionEd.com | MeUnbound.com | Happy to collaborate. Ethos Matters - Impressions Last Forever: #YourBusiness #BeyondYourLifeTime
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