Exploiting Chaos

150 Ways to Spark Innovation During Times of Change

150 Ways to Spark Innovation During Times of Change - an award-winning business innovation book by Jeremy Gutsche, CEO of Trend Hunter

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INFECTIOUS MESSAGING · Part 4: Infection Ar ticulate your mantra "Leaders don't just make products and make decisions. Leaders make meaning." —John Seely Brown, former chief scientist at Xerox SOUTHWEST AIRLINES is the most successful and most studied air- line ever. One key factor was Herb Kelleher's relentless focus on the man- tra, "low-fare airline." 242 Herb once gave the media the following example: Suppose that a new mar- keting employee suggested that people flying from Houston to Las Vegas might like a chicken salad entree, instead of getting just a bag of peanuts. What would you tell that employee? Herb's answer was that you'd ask her, " Will adding the entree help make us the low-fare airline?" Did it work? Check out the fate of Southwest's 14 competitors. In Made to Stick, the Heath brothers suggest that this sort of mantra works because it creates a forced prioritization; it teaches people what to think and how to react. In times of chaos and dramatic change, a mantra enables adaptation. A powerful mantra leads to alignment and success.

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