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Full Description
A comprehensive study of the power of differentiation as a key component of any business model, this book includes a step-by-step process to help leaders discover, achieve, express, and sustain their own authentic position.
For the first time in recent history, trust is as important to corporate reputation as quality of products and services, according to the 2010 Edelman Trust Barometer. Still, nearly 70 percent of people say that organizations will revert to "business as usual" once the economy recovers. Moreover, U.S. job satisfaction is at a 22-year-low, according to a 2010 Conference Board report, and by most every measure, the consumer outlook is bleak.
The good news?
Organizational authenticity is attainable, declares Morin in Better Make it Real. However, it isn't the goal, she says, but the result of providing, consistently and continuously, an authentic "total experience" to your stakeholders—workers, customers, vendors, and other business partners. In other words, Morin affirms, authenticity isn't a destination—it's an ongoing journey that will serve to differentiate any organization in its marketplace, which too often is littered with fakes.
Morin's recommended roadmap is Kahler Slater's Total Experience Design—a specific, step-by-step process for designing stakeholder experiences that are "authentic, intentional, and wholly integrated." In Better Make It Real, Morin offers a comprehensive guide to implementing Total Experience Design inside organizations of all types and sizes. She also shares behind-the-scenes stories from Kahler Slater projects and clients, including Google, Robert Redford's Sundance Cinemas, Monster.com, and numerous entrepreneurial enterprises.
Bottom line: Organizational authenticity is sorely lacking—and urgently needed. On the heels of the Great Recession, Morin rolls out a roadmap to "real"—helping executives and entrepreneurs find their way forward.
Provides anecdotes and illustrations from companies and organizations of all sizes and a wide variety of types
Offers a step-by-step process leaders of any organization can apply and benefit from
Draws directly from Kahler Slater's case files
Contents
Acknowledgments
Introduction
Prologue: A Tale of Two Doctors
PART 1
1. Authenticity 1
2. Experience Matters 15
3. What Is Total Experience Design? 27
4. Go Big or Don't Bother 41
PART 2
5. Discover—Where Are You Today? 59
6. Dream—Where Do You Want to Go Tomorrow? 73
7. Define—Getting from Here to There 107
8. Design—Making Choices to Close the Gaps 121
9. Deliver—The Finish and the Starting Line 137
Epilogue: Make It Real 151
The Kahler Slater Story 155
Notes 165
Index 167
