You want to know something truly outrageous? I mean - something seriously shocking? Marketers all across the board are coming to the conclusion that an important aspect of successful business is... get ready... authenticity. Yes, being open and honest with customers and employees. It's alright to show them your human side, after all, none of us are perfect, even big-time CEOs. I know- crazy. But being authentic, it turns out, has incredible benefits, including, but not limited to, feelings of taking a weight off your shoulders and a newfound love for your job(if you're a business leader), sudden compulsions to support the authentic business, desires to work for them, and a more positive image of the work experience (as a customer or employee).
Dave Kerpen, in his engaging book, Likeable Business gives a compelling example of corporate authenticity. The CEO of BELFOR, Sheldon Yellen, is a remarkable man who runs his company remarkably. He makes a practice of getting on the employees' level with his promise that he will never make them do anything he hasn't done himself. Sheldon is a man of his word. In addition, he sends hand-written birthday cards to his 6,000+ employees. Wow! Talk about a relatable boss. This man is true to his values and beliefs, carrying them all the way to the top of BELFOR. Because of Sheldon's openness and relatability, employees feel like they can talk to him, feel secure in their jobs, and, as a result, do much better work - more happily, too, might I add!
* (see Likeable Business by Dave Kerpen on page 47)
So how can being authentic improve customer relations? Clearly, employees are happier and more secure when they feel free to be themselves and know their employer is someone who actually has feelings and a brain, but how does authenticity impact customers? When a company has people who are motivated and passionate about their product/service and the individuals buying them, customers feel more cared for, more known. When customers feel known, they feel they are more than a number on a statistics graph and have a higher likelihood of referring friends to your business. Authenticity is not rocket science; all it takes is committed staff, time to listen to people buying your product, and a positive response to their comments or concerns. If you've got employees and customers to look out for, trust me - being willing to be known as a real person, not a boss, will pay off.
Topic 2 -
1) God. What do you think of when you hear that word? According to a consumer behavior study conducted by the Stanford Graduate School of Business, consumers with an awareness of God are more likely to take risks on new and different products and opportunities. The study was conducted on 136 people split into two groups. One was given a page to read about God, with the intent to cause the subjects to consider a higher power. The other group was given a page to read about planets. After, both groups were given the choice of looking at a black image (which the study conductors said posed no risk) or a vibrantly bright image (which the conductors said may cause eye damage). 95.5% of the God-page readers decided to risk looking at the bright-colored image, while only 84% of the planet-page readers chose the colorful image. Even beyond this small-scale experiment, researchers are finding that consumers with a God-consciousness have a tendency to do more daring deeds, like sky-diving, while, at the same time, rejecting offers that are morally risky. Is it true that affirming the reality of God can help start-up businesses in their sales?
2) The way America's culture has been moving, leaders throughout the country have been pushing for "no religious speech", including the mention of God. However, I find it intriguing that when people are given a reason to hope and have faith in something far greater than themselves, they not only have a more optimistic world-view, but also are more willing to take chances they otherwise wouldn't have taken. This is great for companies offering non-traditional products or services. Business leaders who truly believe in God should be allowed to confess their beliefs and inspire others to discover more about the supernatural abilities of God. In the study case of sky diving, as mentioned above, participants who put their faith in God had a higher dive rate than those who didn't.
3) This is great news for me! As I plan to be an entrepreneur, I want to incorporate God into my business. What I mean by that is inspiring people to seek Him, not hitting them over the head with the law. That hasn't worked well in the past and it certainly won't work now! But people are getting hungry for the supernatural; they want to know if something else exists, and I want to be the one to lead them into an encounter with God. Specifically speaking, for the purposes of this class, I can see about writing inspiring messages on cards or raffle gifts for my client to use in advertising.
Take a look at this article about how a belief in God influences peoples' actions and attitudes in the workplace.
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