DRIVING A BOLD CORPORATE TRANSFORMATION
Gates has refocused efforts from a product-selling approach to a “different and better path” – that is, an approach that focuses on the needs and challenges of the end user. In simple terms, the company has turned the paradigm around – “It’s about them, not us.”
Mike Haen, Gate’s VP, Marketing will outline how Gates can connect with their customers by demonstrating that they truly understand the challenges customers encounter in their day-to-day operations, and over the course of their careers. He will address the value of being able to articulate the obstacles that customers face, and offer ways to solve them. Specifically, Mike will suggest that the lessons his team has learned include:
- Change takes time. A big ship needs plenty of space and time to change course. So give your transformation generous time to work.
- Give it a name. Branding your transformation initiative proves its importance and provides a focal point for everyone involved.
- Be an ambassador. Successful transformation takes plenty of lobbying and communicating to socialize it throughout the organization.
- Find advocates. The more people championing the initiative inside the organization, the better.
- Celebrate success. It's the best way to ensure transformation takes deep roots within the organization.
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Mike Haen
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Vice President of Marketing
Gates Corporation