Top of Mind Thursday April 4, 2019: Turbulent Skies for Boeing

Top of Mind Thursday

 

 

 

 

It now appears that last month’s Ethiopian Air crash of a Boeing 737 MAX8 may have been caused by the same issue that downed a Lion Air plane less than six months earlier.
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Flying is still by far the safest mode of transportation. Boeing is the world’s largest manufacturer of commercial aircraft, and millions of people fly in their planes each year and land safely.

The problem is that when an aircraft malfunctions, the consequences are severe. In this case, over 300 people are dead, likely because a new automated feature engaged when it should not have, and the planes’ flight crews were unable to override it to prevent a crash.

Does this mean we are now over-automating? Not necessarily. The issue here appears to be profit, not technology. Boeing pushed through an accelerated approval for the new aircraft and told key customers only minimal retraining would be required. In some cases, pilots received that training on an iPad only. Obviously, that was not sufficient.

Boeing compounded their error by not moving more quickly to assess why  the first crash occurred, and to take steps so it would not happen again. After the second crash, they waited to ground these planes until aviation authorities in virtually ever country in the world forced them to do so.

This is what can happen when you take the quickest, least expensive path to market in a situation where the consequences of product failure are so severe. If there is a catastrophic failure, it’s important to move quickly and decisively to understand what happened and do what’s necessary to reassure customers and the public.

In 1982, seven people died from Tylenol tablets that had been laced with cyanide. Johnson & Johnson took quick decisive action to pull the product off the shelves and to institute new, tamperproof packaging–even though the contamination had happened outside of their control. As a result, both their product sales and their stock price quickly bounced back.

Boeing should expect major turbulence in their business for the foreseeable future because they didn’t take this approach. Maybe they should take two Tylenol while considering how to get to a calmer altitude.

Are your customers being served? How sure are you about that? Read my article.

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Top of Mind Thursday March 28, 2019: Breaking Up is Hard to Do

Top of Mind Thursday

Nearly three years ago, the UK voted to leave the European Union, a process that has been nicknamed Brexit.

Leverage2Market LogoIf only it were that easy. Almost from the minute Brexit was approved, groups in the UK began pushing back. The politicians who drove the initiative quickly disappeared. Theresa May became Prime Minister and futilely tried to push several Brexit strategies through Parliament. Yesterday, May herself was removed.

Now it’s not clear if the UK will leave the EU in 2020 as planned, sooner without a formal transition plan, later with a plan, or not at all. Businesses are fleeing the UK in droves, and  opinion polls say now that they understand this better, many people don’t really think leaving the EU is such a good idea.

This is what happens when the actions of a key constituent group are not taken seriously. Most people thought Brexit was just a lark and never expected it to pass. When it did, they had no idea what to do next.

How often do you disregard initiatives led by employees, customers, partners, shareholders, or suppliers–because you don’t think they’re important, or believe they’ll ever amount to anything? Do you consider the long-term repercussions of what such initiatives might entail? What will you do if your own version of Brexit appears with partners, suppliers, or government?

Business breakups are no easier than personal ones. Once trust is broken, things are never quite be the same. Whether or not the UK decides to remain wedded to the EU in the end, many tears will be shed by all involved for years to come.

Are your customers being served? How sure are you about that? Read my article.

Join me for the free online video interview series The Inspired Leadership Show: Discovering Secrets to Being an Effective Leader Through Communication, Positive Influence and Sustainable Productivity. My episode is live NOW!

Contact me to find out how to get heard above the noise.


Check out our marketing thought leadership podcasts and the video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.

Marketing Above the Noise.

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Let us help your business rise to the top.

linda@popky.com
(650) 281-4854
www.leverage2market.com

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Top of Mind Thursday March 21, 2019: Nowhere to Hide

Top of Mind Thursday

 

 

 

 

A week ago today, a gunman opened fire in two mosques in Christchurch, New Zealand, killing 50 people and injuring 50 others.

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The gunman, captured alive, published a lengthy manifesto outlining his hatred of Muslims, as well as his white supremacist philosophies. He then started livestreaming video of his massacre on Facebook and other social media.

This was the first time a terrorist attack of this type has occurred in New Zealand, a quiet island country in the South Pacific with a total population of less than 5 million people. It shocked the world and shattered the sense of security New Zealanders have enjoyed till now.

Sadly, attacks of this type have become common place in many other countries. In the US, there were over 300 mass shootings in 2018. This included a synagogue in Pittsburgh, a bar and grill near Los Angeles, and the Parkland School shooting in Florida, among others.  We seem to go from one deadly event to another, without breaking out of our daily routines.

Not so in New Zealand. People of all faiths came together to protect Muslim worshippers throughout the country. Media refused to name the shooter, thereby depriving him of the fame and glory he likely had envisioned. And yesterday, Prime Minister Jacinda Ardern took decisive action to ban all assault weapons in the country.

Does this mean there will never be another horrific attack in New Zealand? Possibly not. But it sends a strong message to would-be gunmen that it is not business as usual in Kiwiland. There will be nowhere to hide for perpetrators of crimes like this in New Zealand. That’s a model the rest of the world would do well to emulate.

Are your customers being served? How sure are you about that? Read my article.

Join me for the free online video interview series The Inspired Leadership Show: Discovering Secrets to Being an Effective Leader Through Communication, Positive Influence and Sustainable Productivity. My episode is live NOW!

Contact me to find out how to get heard above the noise.


Check out our marketing thought leadership podcasts and the video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.

Marketing Above the Noise.

Download a FREE chapter now.

What are people saying?

Buy now.

 


Let us help your business rise to the top.

linda@popky.com
(650) 281-4854
www.leverage2market.com

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Too Much Data? How Marketers Can Be More Effective in Today’s Noisy B2B Marketplace

Wayne Cerullo
Chief Prospect Officer
B2P Partners
www.b2ppartners.com

Wayne Cerullo founded B2P Partners to help business to business (B2B) companies more effectively and enjoyably serve the people who are their clients. B2P has been working with many fast-growing Software as a Service (SaaS) innovators for the last 15 years. Previously, Wayne shaped marketing messaging worldwide for such tech giants as IBM, Microsoft, and Intel. He is the author of two books on the power of buyer awareness to turn around and make businesses flourish, including his latest RePossibility.

In this podcast, Wayne discusses the key findings from his research into the state of B2B marketing, including the realization that in today’s ABM-focused world, marketers need to refocus from quantity to quality. He talks about why it’s so important that B2B marketers shift from a Martech focus to buyer enablement, and explains why personas can be both the problem and the path to the solution.


ListenListen to this podcast.


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