Tuesday, March 07, 2006

Brand: Good to Great and the Social Sector

Eric posted a review of this way before I had a chance to. Issue five is key in my view.

Eric Swanson: Good to Great and the Social Sector: "Issue five: Turning the flywheel--building momentum by building the brand
"By focusing on your Hedgehog concept, you build results. Those results, in turn, attract resources and commitment, which you use to build a strong organization. That strong organization then delivers even better results, which attracts greater resources and commitment, which builds a stronger organization, which enables even better results. People want to feel the excitement of being involved in something that just flat out works. When they begin to see tangible results--when they can feel the flywheel beginning to build speed--that's when most people line up to throw their shoulders against the wheel and push. This is the power of the flywheel. Success breeds support and commitment, which breeds even greater success, which breeds more support and commitment--round and around the flywheel goes. People like to support winners!" p. 23

[Now I found this particularly interesting] "I find it puzzling how people who clearly understand the idea of investing in great companies run by the right people often fail t carry the same logic over to the social sectors. In lace of the 'fair-price exchange' of the free market model, those who fund the social sectors can bring an assumption of 'fair exchange' that is highly dysfunctional: if we give you money, we are entitled to tell you how to use that money, since it was a gift..., not a fair-price exchange. Put another way, social sector funding often favors 'time telling'--focusing on a specific program or restricted gift, often the brainchild of a charismatic visionary leader. But building a great organization requires a shift to 'clock building'--shaping a strong, self-sustaining organization that can prosper beyond any single programmatic idea or visionary leader. Restricted giving misses a fundamental point: to make the greatest impact on society requires first and foremost a great organization, not a single program. If an institution has a focused Hedgehog Concept and a disciplined organization that delivers exceptional results, the best thing supporters can do is to give resources that enables the institution's leaders to do their work the best way they know how. Get out of the way, and let them build a clock!" p. 24"

Collins recommends this book to understand the importance of brands: Managing Brand Equity: David A. Aaker

No comments:

Interesting Stuff