For this week’s guest Greg Hoffman, the characteristics of empathy and curiosity are central to everything from finding your place in the world, to connecting with others, to building a brand that exhibits a true sense of purpose by empowering people to realize their potential. Along the way, this episode also explores both the value and limits of data-driven marketing takes on the central role of smartphones today, and goes back into Hoffman’s own backstory as a mixed-race child growing up in a nearly all-white suburb of Minneapolis. In art and sports, Hoffman found a path forward.
Greg Hoffman is a global brand leader, advisor, speaker, and former Nike Chief Marketing Office. He’s now the founder and principal of the brand advisory group Modern Arena as well as a branding instructor at the University of Oregon’s Lundquist School of Business and a member of the Board of Trustees at the Minneapolis College of Art and Design (MCAD).
What do customers most want nowadays? According to David Avrin, the three-part answer consists of immediacy (instant gratification), individuality (flexible, customized assistance) and humanity (concern trumps indifference). Of them, while immediacy should in theory be the easiest to enact, ironically enough automation is making that goal more elusive. What else is of interest from Avrin’s version of ranting about the ills of customer service? For one thing, the desperate measures companies take to ward off negative reviews appearing on-line. For another, Avrin’s favorite exercise to help his clients improve their operations: have front-line employees imagine that they are creating a rival company, which benefits from knowledge about what customers really want most but aren’t getting right now. There’s nothing like the risk of losing existing customers, after all, to grab management’s attention!
David Avrin is a highly popular speaker and consultant on the topics of the customer experience as well as on marketing. He’s a former CEO group leader and speaker for Vistage International. This is his third book, following It’s Not Who You Know, It’s Who Knows You and Visibility Marketing.
What size work team is most efficient? Hint: the number of fishermen in this 19th century painting provides the answer. Tom Peters has suggested that teams shouldn’t be bigger than what two large pizzas can feed (about six to seven people). Along those same lines – a listener should ideally be within five feet of a speaker to hear well. Sitting almost shoulder-to-shoulder, that precept limits a group to no more than seven members.
In a year where Learning Pods are sprouting up as private tutors offer in-person learning to small groups of children, I’m following suit. Forget anonymous-feeling webinars; I prefer to foster a sense of community and intimacy, through a highly interactive experience. Until a safe vaccine arrives to save us all, I’m launching EQ Learning Pods capped at six participants each.
The content will cover six areas:
Manager-led Workplace Culture
Customer Experience (CX)
The insights presented in these pods arise from my 20+ years of research studies conducted for over 50% of the world’s top 100 companies, plus the information contained in my eight books, speeches, books I’ve been influenced by, and what I’ve learned from hosting great authors on my podcast. The pods have been distilled into 45-minute select portions of content to spur questions and discussion. To learn more, go to www.sensorylogic.com for details, and to enroll. EQ Learning pod sessions are limited to six persons at the cost of $25 a person. I look forward to being your guide!
Deep Listening & Seeing, Deeper Learning
Touching the Soul: Musical and Psychoanalytical Listening