By: Joe Calloway, Principal with The Disruption Lab
This article is adapted from The Leadership Mindset (2018) also by Joe Calloway
If the marketplace is telling us anything about what buyers want, it’s that they want it easy. Part of the classic disruption formula is accessibility, and making it easier to do business is a key component of that.
Part of a leader’s core responsibility is to simplify the complicated; to make the difficult easier. The answer to the question “What should I make easy?” is, “Everything.”
Here are some questions to consider:
How can we…
…make it easy for our people to do their best at their jobs?
…make it easy for customers to do business with us?
…make it easy for customers to give us truly useful feedback?
…make it easy for employees to give us truly useful feedback?
…make our product or service easy to buy, access, understand, and use?
…make our product or service easy to recommend?
You can apply the “is it easy?” and the “how can we make it easier?” questions to almost every facet of your business, and you should.
From a purely competitive perspective, one of the most powerful advantages you can have is to be the easiest to do business with in your market. Being the easiest to do business with is the mother lode in terms of being a decisive differentiator to today’s buyer of absolutely anything – from buying accounting services or concert tickets to buying cars, shoe repairs, banking, haircuts, or commercial aircraft. When you reduce the effort required by a customer you automatically add value.
Consider companies often cited as disruptors; companies that everyone is talking about. What makes them so popular?
* Uber/Lyft: make it easier to catch a ride.
* Amazon Prime: makes it incredibly easy to buy anything.
* Apple: products that are easy to use.
* Google: makes it easier to use the internet.
* Zappos: makes ordering, returns, and customer service extremely easy.
(Consider your favorite apps on your smartphone: all of them make something easier.)
If you are intentionally leading your organization in an effort to make things easier to understand, access, use, or buy, then you’re succeeding at one of your most important jobs.
I make difficult things easier. Yes/No
What are the areas in our business in which we need to make things easier?
What are the steps that we will take immediately to begin that process?
Joe Calloway is a nationally acclaimed keynote speaker, consultant and author of Be the Best at What Matters Most and six other ground-breaking business books including Becoming A Category of One: How Extraordinary Companies Transcend Commodity And Defy Comparison, which received rave reviews from The New York Times, Retailing Today, Publishers Weekly and many others. He consults and advises leadership teams of global organizations with ideas and strategies on leadership, innovation and customer experience. You can connect with or ask Joe a question through The Disruption Lab community at https://thedisruptionlab.community/.