IBM1620A, reengineering, marketing, Toby Elwin, blog

Reengineering marketing

New conditions demand new business management strategy. Technology enabled a disruption greater than any department or team level at a company can solve.

Customers severed the business message and took control of marketing channels.

Media lost privilege, marketers lost their minds, business lost their playbook, and customer’s rewrote the rules of engagement.

We need to reengineer marketing from the outside in and then align people, process, and technology from the inside out.

one flew over the cuckoo's nest, project management, Toby Elwin, blog

Portfolio project management — seeing not perceiving

Bias derails evidence for perception and perceiving is most certainly not seeing.

Bias is both a decision shortcut as well as a communication wall.

Portfolio planning, from finance disciplines, presents projects as financial portfolio option mix to meet organization strategy. Project communication deserves risk and return criteria to project a financial portfolio, not bias.

more beautiful question, berger, book, Toby Elwin, blog

A More Beautiful Question by the book

People are born to inquire and to discover. Between two to five years old a child asks 40,000 questions.

Then we are taught to stop asking, stop seeking, and stop inquiring.

Questions are the fuel of curiosity.

Seems the concern is more about the answer and we have lost the patience for questions. Questions challenge authority. The impact: no questions, no innovation.

From the board room to a bored room, there is much to gain from Warren Berger’s new book, A More Beautiful Question.

deloitte, corner office, analytics, Toby Elwin, blog

Fast Start — Corner Office Analytics

Rule #1 in communication demands you know your audience. Since there is more than one corner office rule #2 states all analytics are not equal.

Corner Office Analytics (Infographic), presented by Deloitte, offers a guide to questions each CXO needs to be able to answer. If your CXO needs to answer these questions, you can be sure they expect you provide accurate context for connection.

ben hur, social media, organization, culture, Toby Elwin, blog, engagement

Company social media strategy reflects organization culture — engagement

A company that does not engage their market lends little confidence they engage their employees. A persona-driven strategy identifies characteristics through insight, data, and feedback to develop pertinent images of an ideal customer’s goals, needs, and objectives.

Social media reveals organization culture through more transparent ways than any HR engagement program.

What people want, may not be what you want to say. That gap is more realistically a chasm.