“Personas” is a creative tool you can use to distinctively segment your ideal customers. They are usually fictional that resembles groups and clusters of actual people. Here some definition to help you understand:
“A persona is a representation of a user, typically based off user research and incorporating user goals, needs, and interests.” – www.uxbooth.com
“The purpose of personas is to create reliable and realistic representations of your key audience segments for reference. These representations should be based on qualitative and some quantitative data.” – www.usability.gov
“Personas represent people that are related to a concept, but are generic so they cover a large number of real people. They also have all of their details specified (e.g., where they’re from, their values and motivations, their job) to help designers empathize with their needs.” – www.openIDEO.com
Here are some samples of “Personas” to get you familiarize with it:
Personas of Users for An Online Video Tool
Personas of Digital Shoppers
Personas of Facebook Users
We can create “Personas” for every business and across industries.
So what are your “Personas”? Try it yourself.
From Khairul’s experiences running Design Thinking workshops and coaching, he found his clients become more imaginative as soon as the “Personas” have been identified.
In the past 3-4 weeks, I met some top management executives and 2 CEOs. We were discussing about innovation, culture, mindset and some latest technology stuffs. In one company they wanted to increase innovation competency, in the other they are looking for young genuine leaders to drive new digital initiatives and the next company is looking to hire innovation managers to administer their innovation projects.
What I found in common from these leaders & business managers, they have shared vision that sounds like this “I am looking for some talents that are different from me but almost all of them becoming just like me.” I responded by saying that is a good reflection and they are in the power that are able to change it.
Interestingly, they replied to me, “Khairul, it is very lonely at the top.” I drove back to my office several times in recent weeks getting the same replies (can you imagine that??), “It is very lonely at the top.”
Guess what, it doesn’t have to be. The modern organization is active, progressive and forward looking. How is it possible to be lonely? Leaders will only feel lonely when they isolate themselves in higher office, corner rooms and closed doors. It is very disturbing to me when leaders say “it is very lonely at the top” because it doesn’t have to be! Period.
And these leaders are managing multi-million dollars business, where thousands of people working for them, yet they feel “lonely”? Something isn’t right. Most of the time I found these “lonely” leaders create those disadvantages themselves.
Here some advice to get back on track. The timeless piece from Dave Packard, the founder of HP shared his 11 Simple Rules. It was delivered by Dave in 1958, 20 years after HP’s founding which was in 1938.
Think first of the other fellow >> This is akin to put yourself in the other person’s shoes. Try looking from his / her perspective. Try to put yourself in their situation.
Reinforce the other person’s feeling of importance >> Everybody loves to feel important. If you are already a leader, it is your job to make your team’s needs more important than your own need.
Respect the other person’s personality right >> We were born different. Our personality doesn’t justify our intelligence. As leaders, we need to be open and appreciate someone’s individuality.
Give sincere recognition & appreciation >> I found this lacking among top leaders. They don’t sweet talk anymore once they hold the big office. Give pat on the back even to the lowest staff rank. You will go miles.
Eliminate anything negative >> Put it this way, negative sucks energy in no time. Positivity gives energy after some time. Train your mind to offer more positive thoughts.
Avoid to openly change or told-off people >> No one likes the idea of being changed or told-off. As leaders, you should help the person to set goals and offer guidance. Let the team runs it. Of course they will take time initially, eventually they will succeed.
Try to understand the other person >> Consider viewpoints of others around you. Particularly those whom report to you directly. Avoid making hasty decisions and overly-exercised your executive power.
Check your first impressions >> Yes, first impression counts and it should be kept in check all the time. This is a useful reminder if you don’t like certain things emotionally although you can pin-point what is it actually. It may been related to your first impression that lasted years!
Small details? Take care of it >> The details are the one that make the difference. Leaders need to appreciate finesse in their tone of voice, the way they walk, their smile, choice of words etc..It is simple because as leaders you are a role model and people are looking at you; all the time.
Be sincerely interested in people >> If you think you are not good at it, go take some classes. You can fake it temporarily, and it will eat you inside. Hence it is best for you to learn to authentically be interested in people. Leaders, open your heart, head and hands.
Practice practice practice >> I like the advise from Dr John Medina, he says ‘Repeat to remember’ and ‘Remember to repeat’. This is the path to mastery.
If you as Leaders, sincerely practice all these and sincerely its values; it is very unlikely you become lonely at the top. I personally know several senior leaders who live and breathe these 11 rules, and they are loved by their comrades and colleagues.
It shouldn’t be lonely at the top. It doesn’t have to be.
Khairul believes that getting along with people is super important these days for modern leaders. Yet, it is the hardest thing to do especially once leaders occupied the big office.
Corporate culture means how the company workforce behaves and carry themselves when they interact with the company’s stakeholders. Corporate culture includes the company values (what they believe in). Good corporate culture means the company workforce (including the top management and the rank & files) able to provide highly positive experience during those interactions. They are motivated, upbeat and offer leadership in a good way. Bad corporate culture? Means simply the opposite experience.
In some large companies, entry level executives till mid managers are very afraid to give suggestions and improvement ideas (that makes more than 50% of the total workforce!). They are waiting for orders from the top leaders (as high as board members) and interestingly the top leaders enjoy this “treatment”. Little that the tops realized the demise of innovation under their very own nose. In an extreme case, staffs get warning letters (2 letters!) after giving 2 ideas on how to improve their work. Reasons? Bypassed the managers because the staff submitted the ideas through “Suggestion Box”. This idea of politically correct “touchy-feely-kissy-assy” is a worrying trend.
In most companies, innovation is one of the most important words used in company values. This applies to large MNCs, big local corporates, SME and including micro enterprise. I recalled one conversation with a nasi lemak seller, “I have to make sure my sambal has to be better than anyone else. People around here like it sweeter compared to some place they like it spicier.” Knowing your customer preferences is one of the reliable sources of innovation opportunities. Innovation unlocks company potentials and allow them to compete positively in today’s highly competitive environment in any given niche possible. Often successful innovation focuses on customers needs and wants.
Innovation is important. Everyone knows that. Alas, not everyone understand how importance of innovation until they hit a roadblock. Often small companies hit many roadblocks compared to large ones. Therefore they usually innovate faster, better albeit smaller steps. Large companies are latecomers when it comes to innovation because the roadblocks that can stall their move are only the big ones, shape shifting and tectonic change. The small roadblocks can be overcome by commanding higher resources ie money, manpower or infrastructure. Hence, the large companies ability to change only happen when they got it big. Therefore the people in large companies are not trained on the job to seriously look at small roadblocks, to them these are just hurdles that they can skip, jump or push aside. You can’t cut queue in roadblocks, can u?
Because large numbers of workforce are not trained to innovate, they simply don’t have the skills to do so. All they know, when they face hurdles, just command more resources. More stuffs stuffed, without having to think what to take out in the process. This has been happening again and again, on and on until some day the resources drained. The roads become stuffed stucked. No more. The big roadblock come, hit them and they become immobilized.
The top management suddenly realized their workforce machinery unable to deal with it and oppss the machines stop functioning or go much much slower. Only then the top management come down to inspect. Its too late. They are stucked and it is so stuffy.
An example of simple innovation (yet neglected) in companies are many – no I don’t mean technology neither products not services. Let me give you an example. A Process Executive from Project Department said his department job is to receive process improvement instructions from other department. They are the document controller for processes. All they do is, receive processes instructions from various departments. Although some of the processes are conflicting from one department to the other. But because other departments don’t know in great details of each other’s processes, this issue is buried in the busyness of corporate demands.
Successful innovation comes when the Process Executive decided to bring this up and help facilitate the conflicting processes from the concerning departments. This simple act of creativity, whilst negligible and not in the job scope of the Process Executive (you can embed in job scope but not doing it is another problem), he takes it up and help facilitate to make a difference. Simply because he understands conflicting processes “it is not how the design (processes) should work.”
His refreshing approach is the simplest example of how “re-imagining” can help large organizations innovate at the smallest level. This act by the Processes Executive can be a cumulative and collective acts by thousands more executives and this inspired feelings are contagious. The ripple effects will enable large organizations deal with small roadblocks again or potentially avoid the big roadblock altogether. Alas, big roadblocks are the compounding effect of ignored small ones.
In conclusion, innovation as good corporate culture may kiss you goodbye even though you have “innovation” printed everywhere in your brochure, website or conference booklets. Maybe a kick in the teeth that you needed the most as wake up call. See you on the other side.