February 2020
2/20/20 - Episode #5
Love, Manufacturing Style
Leading with head or heart? A courageous conversation about overcoming fear, dispelling old beliefs and flipping love on it’s ear to create a more loyal fan base.

CHALLENGE/BELIEF:
At the most basic level, you attract attention based on your differences, not similarities.

Doesn't matter what business you're in, there's risk (perceived and real) in vulnerability.

Sharing what's in your heart means taking a position on something.  Telling the world what your real priorities are.

Sometimes, business people believe that it's important to keep your options open...be ready for any opportunity that comes thru the window.

Leading with heart means that you've decided who you (and your company) are and who your customers are.  To the respectful exclusion of others. You’ve also decided who you’re not!

Focus and commitment = caring and inclusion.

Traditionally, manufacturers have lead with head over heart. Rationally instead of emotionally. 
Anything heart-centered and incredibly specific was thought of as soft, weak, and/or limiting.

We’ve seen a number of companies flip this notion on its ear! 

Big Ass Fans
Apple
Warby Parker
Harry’s
Patagonia

ELEPHANT IN THE ROOM:
••••• Fear! Admitting we don’t know WHY we do what we do. •••••

We’ve never really defined it. Afterall, we just sell a commodity.

If we choose a position and really own ONE THING, won’t that alienate customers who want more than that?

Business is business. It’s not about lovey-dovey crap.

We show people we care with our amazing customer service. That’s why they LOVE us. We don’t need to change.

Culture? Yeah, we kind of have one. Customers don’t really care about that though.

Junior sees the need to become more whole-hearted, own a position and improve culture, but can’t convince Senior.

Lets get tactical:
-Slow down before you speed up
-Revisit your WHY; do a SPOT Analysis on yourself, your company, industry
-What is it that you do better than anyone else? Something that nobody else is talking about or demonstrating on the reg.
-Look at other companies who are seeing massive success with this model and understand what they’re doing that’s working
-Do a 5-second test of your website...in 5 seconds is it clear what your position is, what problem you solve and for whom
-Take yourself through your customer’s journey...are you showing them love at every touch point? At ANY touch point?
-How are you nurturing the relationship after the sale; we’ll share a sort of infographic in the show notes that shows you where the majority of manufacturers stop mid-way and neglect the post-purchase relationship.

WRAP UP:
Love, manufacturing-style IS ACTUALLY A THING and it’s showing up a lot differently than it did even thirty years ago.
If you don’t pay attention, own a position that competitors won’t or can’t copy, and love your customers up at every touch point, what’s going to happen as soon as the next down-turn happens? Will they leave for the cheapest gig in town, or will they stay because what they get from you is worth it’s weight in gold. 

-As always, thank you for listening and being part of this tribe. 

If you’re not already, please subscribe to this podcast. And sharing is caring, so tell a colleague to tune in because it’s time to get real.

Remember to keep manufacturing out loud! We need you!