Getting a company to evolve can sometimes be as impossible as convincing the Titanic to change course before hitting that iceberg—and we all know what happened there.
Many of us have seen this in our professional lives—there are a bunch of ideas to improve the organization, but they never really take hold. And that’s really bad for your customers and your bottom line, says Turi McKinley, executive director of the organizational design firm Frog Design Inc.
This concept, “org activation,” is a method Frog uses to reinvigorate a company from the inside so that every decision is centered around customer experience. And the process also ensures that every employee understands the goal at hand. Launching something new, or rebranding something old is a terrific way to force a company to align and accelerate change, she says.
At the event, Frog used the example of a retail company trying to stay relevant in the digital age. Today, what a customer wants are to be able to shop online and have painless in-store interactions. If an aging retail company wants to evolve with the rapidly changing industry, it must put new processes in place to best respond to is customers. It’s not just about launching a pretty new app–it’s about figuring out how to restructure a business so that it’s in tune with overarching goals.
The guiding principle for all change is that it needs “to be centered at the customer experience.” It’s as easy as that.
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