The fear of mistaking and changing (when seating up there) is definitely one of the issues.
Another thing that - in my opinion - can make a company successful over another, is the capability of being human in their communication: in other words simple, emotional (not that makes people cry but that make people’s emotion activate) and relatable.
I’ll give you an example from the prehistory, the AirPod. As you might know, many versions of an MP3 were existing previous AirPod. However, everything about these products was communicated focusing ON the product. Starting from the name MP3.
Then Apple launched AirPod. They sold the value for the people beyond its tech. I remember the campaign was all about freedom for people to have all their loved music in just a pocket.
Again, simple and relatable. Nothing about complicated tech but just about: “do you wanna have all the music you like in your pocket?”
To remain on your topic, I remember that Blackberry was still loved by many people even after the launch of the iPhone. iPhones had advanced technology, but there were still people that loved having a physical keyboard or the possibility of removing batteries or what’s so ever. For sure blackberry was destined to loose tons of market shares. But it could have still become a niche product.
However, in BB nobody every communicated to those people who loved the BB features in a simple, human way.
Working in communication I see still A LOT of communication that is still clunky, complex and that misses to be simple, easy to understand and far from people pov.
Hope this makes sense to you and apologies for LOOOOOONG message.
I completely agree with you, Giuseppe. It is incredibly important to realize that business models need to be reshaped based on continuous improvements and the changes demanded by the market. A visionary CEO doesn't possess a special power to predict the unpredictable but has the ability to catch and follow new trends, constantly readjusting their direction. On a related note, I'd like to share a recent insightful talk on the future of Leadership
"CEO is both an optimist and a paranoid' - love this point 😁
Absolutely agree, knowledge is not enough. Very often we see and assume to know where market is going, which technologies are trending, and what customers are demanding most.
It's so comforting to keep doing what you already know, instead of challenging yourself, your team, and your company. C-level executives are responsible for that transition from knowing to acting and implementing innovations 💡
Touché! In my experience as a CEO and as a consultant to C-level managers, accepting that the skills and strategies that got you into your role may not guarantee future success is one of the most counterintuitive, and therefore difficult, realisations to make.
Totally agree with your analysis Giuseppe.
The fear of mistaking and changing (when seating up there) is definitely one of the issues.
Another thing that - in my opinion - can make a company successful over another, is the capability of being human in their communication: in other words simple, emotional (not that makes people cry but that make people’s emotion activate) and relatable.
I’ll give you an example from the prehistory, the AirPod. As you might know, many versions of an MP3 were existing previous AirPod. However, everything about these products was communicated focusing ON the product. Starting from the name MP3.
Then Apple launched AirPod. They sold the value for the people beyond its tech. I remember the campaign was all about freedom for people to have all their loved music in just a pocket.
Again, simple and relatable. Nothing about complicated tech but just about: “do you wanna have all the music you like in your pocket?”
To remain on your topic, I remember that Blackberry was still loved by many people even after the launch of the iPhone. iPhones had advanced technology, but there were still people that loved having a physical keyboard or the possibility of removing batteries or what’s so ever. For sure blackberry was destined to loose tons of market shares. But it could have still become a niche product.
However, in BB nobody every communicated to those people who loved the BB features in a simple, human way.
Working in communication I see still A LOT of communication that is still clunky, complex and that misses to be simple, easy to understand and far from people pov.
Hope this makes sense to you and apologies for LOOOOOONG message.
Thanks for your - as always - inspiring stories.
Luca
Luca, thanks a lot for sharing your perspective. Very useful!
I completely agree with you, Giuseppe. It is incredibly important to realize that business models need to be reshaped based on continuous improvements and the changes demanded by the market. A visionary CEO doesn't possess a special power to predict the unpredictable but has the ability to catch and follow new trends, constantly readjusting their direction. On a related note, I'd like to share a recent insightful talk on the future of Leadership
🎬https://youtu.be/TU3agRtkbOw?si=HeXmb3ZXUeWYftWA
"CEO is both an optimist and a paranoid' - love this point 😁
Absolutely agree, knowledge is not enough. Very often we see and assume to know where market is going, which technologies are trending, and what customers are demanding most.
It's so comforting to keep doing what you already know, instead of challenging yourself, your team, and your company. C-level executives are responsible for that transition from knowing to acting and implementing innovations 💡
We are creatures of habit. Aren't we?
For sure
Agree 100%! And I'd add that the company culture plays a big role as well.
so true!
It’s very intresting your point of
View.
If you want to improve the business you have to walk blind sometimes or leave the scepter of command to somealse ..
‘ Basically, a good CEO is both an optimist and a paranoid 😁
Survive and thrive, in business, is never about knowledge or resources; those are merely prerequisites.
It's about an uncomfortable commitment to continuous change’
Touché! In my experience as a CEO and as a consultant to C-level managers, accepting that the skills and strategies that got you into your role may not guarantee future success is one of the most counterintuitive, and therefore difficult, realisations to make.
Thanks Joao. Let us know your thoughts after you watch it ;)