I have been reading and listening to some speeches given by Kevin Roberts, Worldwide CEO of Saatchi and Saatchi, one of the most respected and revered advertising agencies in the world. Why, you might ask, would I be reading and getting deep into what an advertising agency is doing? Great question – let me explain.
Kevin is not our normal CEO and not your normal individual – only it would be great if he was. He is a dynamic, no holds barred, free thinking and free speaking executive that is trying to ignite and change the way people think and act – I admire that and it inspires me. He made a great quote in one of his speeches, saying, “The option to change is irrelevance.” I love that line and will use it regularly because it is so true.
In a world where the barriers to entry are virtually gone, commoditization is at an all time high, companies are playing the “me – too” game and differentiation is a thing of the past, we need this to bring the spark back into American business. I applaud his efforts, whether you agree with everything he does or not, at least he is out there doing something different.
In a recent Wharton Leadership Lecture, titled, “Aiming for Blue, not Green,” he said “Passion is what matters most in business. Don’t hide your emotions. Emotions lead to action. Emotion is how you win.” Being a “customer experience evangelist” and trying to get organizations to not just embrace and include their customers in their strategy, I want to see them passionate about their customers and doing something different. Until an organization “changes the game,” they will simply line up with all the others in their space and slug it out to try and not be the last one on the totem pole – what a way to live.
We need more CEO’s like Kevin that “demand” this type of change in the way we treat and interact with our customers. This is electrifying and exhilarating and something every organization should at a minimum incorporate into their thinking when it comes to designing their customer experience. Kevin coined a new term called “Lovemarks” in which he uses Apple as the example. He says, “Apple is a company that has transcended being a brand, becoming a “lovemark” – a product or service that consumers revere.” Whether you like the term or not, the intent is solid – take something you have or do and transcend your current brand or that of your competitors and make a difference.
Blaine
