Humanize Buchzusammenfassung - das Wichtigste aus Humanize

Zusammenfassung von Humanize

Name: Humanize
Author: Jamie Notter and Maddie Grant

Jamie Notter and Maddie Grant

How People-Centric Organizations Succeed in a Social World

16 Min.

Themen

Führung Arbeitskultur Marketing Unternehmertum Soziale Medien

Inhaltsübersicht

Humanize
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What’s in it for me? Find out how to make your company more human.

Everybody in marketing today knows that they have to figure out how to make social media work for them. But while tinkering with Twitter, Facebook, Instagram, etc., only a few have noticed what social media is trying to teach us. That’s a shame, because social media can teach us everything we need to know about how to do business in the 21st century.

The key is a new conception of what business means. Is it a giant machine-like apparatus, with a bunch of steel cranking out doohickeys on an assembly line? What if it more resembles us humans, fallible, curious, living things that we are?

That’s the question that Humanize tries to answer. By looking at how some of the best businesses have succeeded in making their companies more human, these blinks hold a few important secrets not just for marketers, but for anyone who wants their business to reach more people.

These blinks will show you

why best practices should be thrown out;
why good companies are courageous; and
why one chain of grocery stores makes all its salaries visible to the other employees.

Social media has revolutionized the way we do business.

Over the past few years, social media has become all-pervasive. And in the process, it has transformed the way we interact with each other.

But social media hasn’t only changed our personal relationships, it’s also had a profound impact on the business world in several crucial ways.

First of all, social media makes it harder for companies to control their brand images. Before the dawn of social media, companies managed their brands by developing a marketing strategy based on market research; if anything went wrong, businesses would rely on PR spokespeople to release slick statements.

Today, however, companies have to contend with word-of-mouth marketing. Pretty much anyone with access to Facebook, Twitter, Yelp and other platforms can broadcast opinions about a brand.

These platforms have not only minimized the control companies have over their brands, they’ve also transformed the processes businesses use to get their messages out.

Earlier, when just a few forms of traditional media (newspapers, magazines, television) dominated broadcasting, all businesses had to do communicate with their customers was to place the right message on the right channel.

But because of the emergence of real-time communication platforms like Twitter (which can report news much faster than traditional media outlets), traditional media is all but obsolete today.

And finally, social media has impacted the business world in one more important respect: these new technologies have disrupted the way industries are structured.

So in the past, trade organizations and other professional associations functioned by offering benefits such as education, networking and advocacy in exchange for regular dues.

But now, people use social media to network online for free — which has lessened the influence of traditional organizations and irrevocably changed entire industries.

Clearly, the emergence of social media requires businesses to find new ways to connect with customers, but have companies actually been doing so? Keep reading to find out.

Entrenched, conventional practices discourage companies from developing more innovative approaches.

The truth is, many businesses haven’t been able to keep up with the times. Even amidst the social media revolution, plenty of companies continue to rely on the old best practices; that is, standardized techniques that were developed over many years, and reinforced through benchmarking.

Although adhering to best practices has certain advantages, it can cause businesses to oversimplify the complexities of cause and effect.

To adjust to the social media age, businesses need to tap into their humanity.

Here’s something that may surprise you: innovation and success are a matter of mindset. That is, you can make your business more compelling and efficient by changing the way you think and talk about your company.

This principle doesn’t conform to our conventional ideas about business; after all, we tend to view companies as machines.

To improve the culture of openness at your company, strive towards clarity rather than control.

As we mentioned in the last blink, the first step of humanizing a company is to make it more open. That means decentralizing it and letting employees express their individuality.

Why is this step so important? Well, in the social media era, centralized systems of control no longer ensure business success. Since today’s customers expect immediately feedback, it would simply take too long for every post, Tweet and email message to be approved by a central committee.

Create a culture of trust by promoting transparency within your company.

In the social media era, trust is paramount. Because how else can executives leave public relations in the hands of social media managers if they don’t trust them to do the right thing?

So how can you create a culture of trust within your company? Well, the first step is introducing more transparency — something which is often hard for companies to embrace. Many businesses mistakenly view transparency as a threat; they think, do we really want all that information floating around, for everyone to see? And what if an employee unwittingly posts trade secrets?

To promote innovation within your company, embrace differences and practice inclusion.

We’ve arrived at the third principle of humanizing a business — generativeness.

Fair warning: this is a tough one. And yet, it’s crucial for anyone who wants to create new value, innovate, and improve both her company’s profits and also the whole world.

Promoting a sense of collaboration will produce multidimensional growth at your company.

In the previous blink, we discussed how companies can become more generative by fostering diversity. But it’s also worth noting that promoting collaboration also plays an important role in advancing generativeness within your business.

To that end, companies first need to develop a narrative around their brands. That’s because in today’s world, simply having a good product or providing good service isn’t enough. Your customers need to have a clear idea of what your company stands for. How is your business doing good? What’s the story behind your products? And what role can customers play in shaping the brand?

Courageous companies know how to learn from their mistakes and embrace failure.

Here’s a frustrating but common workplace experience: someone comes up with a brilliant idea, but management worries it’s “too risky.”

That kind of thinking stunts growth and innovation, but companies can avoid it by becoming more courageous.

Create space for experimentation at every level in your company.

Of course, courage isn’t only about accepting failure. It’s also about figuring out how to act and move forward. And that’s where experimentation comes in.

Experimentation isn’t about random change — or doing things differently “just because.” Rather, it’s about doing things that could be beneficial for the company.

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Worum geht es in Humanize?

In this practical guide for both business owners as well as employees, leading organization consultants Jamie Notter and Maddie Grant offer important tips for how to “humanize” corporations on both a cultural and organization level — all in order to position the company for effective growth in the social media age.

Bestes Zitat aus Humanize

It is the risk of transparency that allows you to take advantage of the speed of trust.

—Jamie Notter and Maddie Grant

Wer Humanize lesen sollte

Anyone who leads a business
Anyone who uses social media as a marketing tool
Anyone who works at a corporation

Über den Autor

Jamie Notter and Maddie Grant consult with organizations on culture change through their firm Culture That Works, with specific expertise in technology change and internal (employee) and external (customer) engagement.

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