Ryan Underwood writes about the demographic that presidential candidates crave -- the NASCAR crowd. Arrange a group trip to a local stock or drag race. Write down what demographic you expect to find in the crowd and compare that to the actual crowd. Any surprises? Can you identify any marketing techniques or promotions aimed at expanding auto racing's appeal? Similarly, discuss what your company is doing to expand its appeal to clients outside its primary demographic.

This month's Fast Talk tries to uncover the failings of the holiday shopping experience. Spend an evening or weekend day with COF members at the local mall or big box store and note what is and isn't working service-wise. Do your members' favorite stores 'know' them like Jack Mitchell knows his customers? If so how do you reward them? Seek out the brick-and-mortar version of a store you often shop at online and compare the service experience between the two channels. Discuss stores that have changed the way we shop (IKEA, Wal-Mart, Home Depot) and narrow in on what has made them successful from a service point of view, or does service not matter if the price is right?

Jim Collins relates lessons of a top climber to leadership techniques in Leadership Lessons of a Rock Climber. Spend a winter afternoon on an outdoor adventure -- climbing, biking, hiking, etc. If the crowd is up for it maybe try paintball or laser tag, or an indoor climbing wall if the weather is harsh. Do you find any of Collins' lessons relate?

Relate Collins' analysis of fallure/failure to your career (p. 106). What creates 'fallure' in a job? When has quitting a project or job led to an unpredicted result? In that sense, can you 'redefine' success?

Collins said he overcame his climbing obstacles by thinking 15 years ahead (p. 110). How can your company design products that account for what people will want in 15 years, but sell them as useful now?

Daniel Richards contributed this month's Next Steps.

December 2003 Connexus | Flash Points | Next Steps

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