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When everyone has a blog, MySpace, a video on YouTube, everyone is a publisher. When everyone has a cell phone camera, everyone is a paparazzo. When everyone can upload a video on You Tube, everyone is a filmmaker. YouTube receives 65,000 videos on a daily basis. When everyone is a publisher, paparazzo or filmmaker, everyone is a public figure. We’re all public figures now. The blogosphere has made the global discussion so much richer, and each of us so much more transparent. Now more than ever before in this transparent world we live in, “how” you live your life and “how” you conduct your business matters is very important. To win now, you have to turn these new conditions to your advantage. Companies that get their “hows” wrong won’t be able to just hire a PR firm to clean up the mess by taking a couple of reporters to lunch. Not when everyone is a reporter and can talk back and be heard globally. Today “what” you make is quickly copied and sold by everyone. But “how” you engage your customers, “how” you keep your promises, and “how” you collaborate with partners, that’s not easy to copy, and that is where companies can really differentiate themselves. When it comes to human conduct there is a tremendous variation. The spectrum of human behavior is so varied, so rich and so global that it presents a rare opportunity to out-behave the competition How do you out behave the competition? One hospital taught its doctors to apologize when they made a mistake. This dramatically cut their malpractice claims. A doughnut-seller trusted his customers to make their own change, and found he could serve more people faster and build loyalty. An auto dealer trusted their mechanics to spend what was needed to do the job right the first time, and actually saw their costs decline. We do not live in glass houses; we live on glass microscope slides. Visible and exposed to everyone, globally. Now more than ever, you have to get your “hows” right. How to build trust, how to collaborate, how to lead and how to say you’re sorry. More people than you will ever know are watching…… Paul C. Williams
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