Competence and Creativity

Competence Competence

&&

Creativity Creativity

The ParadoxThe Paradox

Sam Swaminathan

Sam Swaminathan

• From reason-based logic to chaos-based logic

• Splintering of social, political, and economic organization

• Collapse of producer-controlled consumer markets

THE NEW THE NEW REALITYREALITY

Sam Swaminathan

• Dissipation of hierarchies by email

• Miniaturization of time• Breakup of mass

consciousness into individual realities

• Emergence of situational lifestyles


Sam Swaminathan


• When the market has become supersaturated with products, when customers have taken control of the marketing equation, how do you create and sustain a business?

By earning Customer Loyalty.

Sam Swaminathan

• How do you prove your loyalty to your customers?

• Not by pursuing customer loyalty, but by being loyal to your customers.

CUSTOMER CUSTOMER LOYALTYLOYALTY

Sam Swaminathan


• In a customer-loyal world, your first concern is someone who purchased your product, because that customer is your best and cheapest billboard.

Sam Swaminathan


• In a customer-loyal world, you make your own value structure isomorphic with that of your customer base.

• Build that in, and loyal customers will come.

Sam Swaminathan


Like every other form of loyalty in a particalized world, customer loyalty is as thin as the horizon. Abuse it once, and you have lost it for good.

Sam Swaminathan


Prudential has always portrayed itself as the Rock, and rocks don’t lie. When Prudential brokers knowingly portrayed high-risk investments as financial instruments for widows and orphans - they put their first red ball in the hat.

Sam Swaminathan

FROM WORD OF MOUTH

TO WORD OF MOUSE

FROM BRICKS

TO CLICKS

Sam Swaminathan

CREATE A COMPELLING

PLACE TO SHOP

THE NEW THE NEW VALUE VALUE

PROPOSITIOPROPOSITIONN

Sam Swaminathan

THE NEW THE NEW VALUE VALUE

PROPOSITIOPROPOSITIONN

Share of WalletShare of StomachShare of EyeballShare of Mouse Click

Sam Swaminathan

• In the face of change, the competent are helpless.

• Competent people have a predictable, reliable process for solving problems. They solve them the same way, every time, even when the problems are different!

• Change threatens competent people.

CHANGECHANGE

Sam Swaminathan

From

STORE AUDITOR

TO

STORE AUGMENTER

CHANGECHANGE

Sam Swaminathan

INTERNET INTERNET TIMETIME

“We can’t wait for evolution: three million years to grow a lung, another twenty to learn to walk upright, sixty more to grasp a spear, ten more to light a fire.”

– Peter Senge

We need to speed corporate evolution.

Sam Swaminathan

“Conformity is the jailer of freedom and the enemy of growth.”

– John.F.Kennedy

Competent people are victims of their concept prisons.

Sam Swaminathan

• Tracking Inventory• Warehousing and distribution• Monitoring costs• Beautifying brick and mortar• Hiring and Training• Separation• Listening to customers• Listening to employees

CHECK CHECK YOUR YOUR

EFFORTSEFFORTS

Sam Swaminathan

The predators are no longer pounding the pavement – they’re polishing off your precious china!

They recognize that in the midst of gut-wrenching change, steady competence impedes success. They replace competence with passionate and purposeful creativity.

What Insurgents What Insurgents Do Do

Sam Swaminathan

Nordstrom

AN INSURGENT’S AN INSURGENT’S STORYSTORY

Sam Swaminathan

How Do You Hire?How Do You Hire?

Hire and promote:

First, on the basis of INTEGRITY

Second, MOTIVATION

Third, CAPACITY

Fourth, UNDERSTANDING

Fifth, KNOWLEDGE

And, last and least, EXPERIENCE

Sam Swaminathan

How Do You Hire?How Do You Hire?• Without integrity, motivation is

dangerous.

• Without motivation, capacity is impotent.

• Without capacity, understanding is limited.

• Without understanding, knowledge is meaningless.

• Without knowledge, experience is blind.

Sam Swaminathan

Brought to you by

Center for Creative Thinking

http://www.ccthinking.com

Sam Swaminathan

Competence and Creativity

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