Knowledge is leverage. The question is, in a fact-based management culture, how do you sort through the avalanche of business data to begin to distill it into usable knowledge? The 2006 book “The Ultimate Question: Driving Good Profits and True Growth” posed this as the answer – ask customers to grade their willingness to recommend a company/product to a colleague or friend on an eleven point scale (0-10). This single question doesn’t close the deal on acquiring usable knowledge – data yes, information maybe, knowledge no, and wisdom far from it. Gauging your strategic choices isn’t that simple, although we all wish it was. However, this question should trigger needed customer-centric thought. This question’s answers ought to drive you deep into your corporate matrix of metrics to distill the plethora of raw data into usable information that can be molded into the knowledge of what makes a successful customer relationship for your business. If you then compile the pieces of acquired knowledge a central argument emerges, the trust-factor – a kernel of wisdom.
Just like our personal life, business life is chock-full of ‘Chutes and Ladders’ that build/destroy sustain/impede trust and relationships. In our electronically connected world, landing on a ‘Chute’ may well result in ‘game over’ for a business. Customer perception isn’t a game of chance. For better or worse it is the outcome of strategies cascading into principles that drive real-time ‘habits’ that are deeply embedded in the nature of a company. Success comes through a discipline of systematically recognizing and avoiding the ‘Chutes’ and making the ‘Ladders’ happen.
With that in mind, the source of market leverage lies in basics – the length and strength of the ‘lever arm’ (trust) and the relative positioning of the ‘pivot points’. Below is a short list of pivot points that are easier seen in hindsight (particularly when trying to recover from undesired outcomes) but can and should be considered in forethought. Visualize these ‘pivot points’ moving back and forth along the length of the ‘lever arm’ and the impact of their movement on your business.
The lever of trust is constructed out of ‘constancy of purpose’. The fulcrums can move in the blink of an eye, through the action of a single team member, even a simple phone conversation. Building and sustaining success comes through vigilance.
Archimedes is quoted as saying, “Give me a lever long enough and a fulcrum on which to place it, and I shall move the world.” Hard to challenge in the absence of firm ground to stand on, but in the case of your business, the firm ground is your strategic thinking, the ‘lever arm’ is trust. Know your ‘pivot points’ and then parlay the leverage.