“The greatest danger in times of turbulence is not the turbulence; it is to act with yesterday’s logic.” Peter Drucker
There’s no average in the future… With increasing pressure to adopt and develop digital capabilities, both people and businesses are now challenged to embrace an attitude of life-long learning and collaboration.
The age of silo-thinking is over and yet many business departments and units, companies in all sectors and of all sizes, still insist in operating that way. We either work closely together or we die. We must get passed production and processes in order to embrace immersion and personalisation.
Whatever way you want to stir your business or career there’s one and only truth: average is a dead game, build extraordinary experiences to add value and grab attention.
We have got to learn to bring the whole organisation within one single purpose and that is of designing superior remarkable experiences.
Average is dead for individuals as well as for corporate entities. Being remarkable, unique and special is not an option in a hyper-connected world with fast networks and way too much noise.
Inmovation is not anymore a case for those working in consumer brands, electronics, hightech products or fashion design for example.
Ok, how many of you have ever purchased a black toilet paper? (Well, why would you ever need to that for starters?)
(Renova Factory Portugal)
I’ve recently had the privilege to visit Renova, a giant FMCG Portuguese manufacturer of napkins, tissues, tolilet papers and other paper products.
They have turned their industry and market they operate upside down taking the whole game to another level by adding a lot of colours to their line of toilet papers and other products, creating a great compelling story of personalisation with the slogan “the sexiest paper on earth” and it caught on!
Average is dead and Renova is showing a new way with a great example of extraordinary success in automation, streamlined and sustainable operations, departamental integration and customer personalition becoming a toilet paper’s love story.
The key to survive in this day and age is by focusing on how value added innovations can help you deliver higher customer experiences no matter in which sector you operate, even for an every day boring product such as tolite papers.
Secondly, how you build internal capabilities by integrating and rethinking traditional business functions, developing digital competences with a strong employee culture.
But it really doesn’t make sense does it? After all it is just a functional product? But, who cares? This is not the 40’s, the 60′ or 00’s, this is the age where the norm has all but disappeared and the designing of superior experiences trumps mass production even in an every day FMCGs sector.
Even though they produce in economies of scale selling to great superstores all over the world, Renova are able to customise and deliver to the individual consumers who go online to order personalised party napkins for their children.
They have learned that their core business is not to be found in the products they make, neither in the paper they sell, but the story behind the paper and how they sell and package the whole experience.
Average is mediocre, is bland, is boring!
Having something unique and packed in a beautiful luxury box sells not only tolite paper but big Mac’s too.
Renova sells something people can identify with, give as a gift, share and laugh about it with their friends. They can post pictures online and use on their social media channels. Definitely something that is not AVERAGE but sexy and cool!
Renova have successfully humanised their brand and their image. It speaks in a language consumers understand and are happy to pay more for the whole experience.
How can you take your company or career from average to remarkable?
If you have another successful story feel free to share it here with us.
Andy de Lima 