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The world is getting faster, more frenetic and politically more fragile. Things are not as they were. Today is not a replay of yesterday. It’s clear that what got us here, won’t get us to where we need to be.
We are witnessing globalisation’s final act. Different trade unions have dusted off a disruptive script. Fractured supply chains have replaced “just in time” with “just in case.” The employees that organisations need most are changing the power dynamic from “power over” to “power to.” Geopolitical tension, the energy crisis and global warming add to the overall upheaval. Turbulence takes a front seat. A technological transformation stands in the wings.
The world is getting faster, more frenetic and politically more fragile. Things are not as they were. Today is not a replay of yesterday. It’s clear that what got us here, won’t get us to where we need to be.
In the midst of this turmoil, it’s becoming more difficult to get your organisation’s message out. Who are we? What is our story? Why should you work with us? What is our distinct point of difference? In a heavily overcrowded marketplace (and getting more so), it’s a case of stand out or stand down.
Crafting a standout message in a crowded market is essential. Your challenge? To make the message relevant.
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Contents:
- Introduction
- Subtext Sets the Scene
- Imagery Matters
- Make “Mindset” Your Ultimate Goal
- Put Your Business Model at the Centre
- Let Context Complement Content
- Ensure That You Are Not the Cobbler Whose Children Have No Shoes
- Conclusion
This article is an extract of content © Orxestra® Inc. The download is available from the TRANSEARCH International website.
John O. Burdett is founder of Orxestra® Inc. He has extensive international experience as a senior executive. As a consultant he has worked in more than 40 countries for organisations that are household names. John has worked on organisation culture for some of the world's largest organisations. His ongoing partnership with TRANSEARCH International means that his thought leading intellectual property, in any one year, supports talent management in many hundreds of organisations around the world. Get in touch with John O. Burdett »
