It is estimated that in ten years 40 percent of the Fortune 500 will no longer be here.
It is also said that the crash of the auto industry was a result of complacency–defined as “self-satisfaction especially when accompanied by unawareness of actual dangers or deficiencies.” Even better the 2nd definition is, “an instance of usually unaware or uninformed self-satisfaction.”
For those of you who come from brands that are attempting to incorporate social into your employee engagement strategy, and your multi-channel customer strategy, I know you are fighting the good fight. Keep going!
For those of you who haven’t started, I’m worried about you.
Before you read on I ask you watch this Jon Stewart video.
I laugh as someone who used to spend her weekends and 6am mornings traversing through the NYC parks. There’s nothing worse for a runner than being faced with a park full of smoke.
But the question Stewart poses with the video–for me–is not about second hand smoke. This is a question about action, change and attitude.
This is a blog about making change in small ways, even though it will leave you vulnerable to criticism. Do you change the way you manage one division, although it might leave you looking disorganized in another?
History tells us companies who admit fault, but show they are making an effort to change, are easily forgiven by employees and customers.
Remember when JetBlue Airways was faced with a major PR nightmare after a break-down in the airlines operations? This disaster resulted in more than 1000 canceled flights in a five day span. The CEO, David Neeleman, admitted wrongdoing, apologized and used the information to improve the process. And he did just that.
Forrester just announced JetBlue to be a winner of the Voice of the Customer Award.
Lose the Tude
The hypocrisy identified by Stewart’s video is real. An attempt to clean up smoking is ridiculous in comparison with the smorgasbord of real problems faced by NYC including drug addiction, homelessness and the mentally ill (who are not cared for)–many of whom take shelter in New York’s parks along with the smokers.
The pundit Sammy B says, “how are these drug addicts supposed to tweak properly while being exposed to all that smoke?” She also makes a comment that she will have to go home from the park in order to scrub what she calls “this giant undulating pile of human sorrow.”
We know that yes, in reality the real problem is much worse than second hand smoke. Those in the Bay Area can empathize as homelessness, drug addiction and the mentally ill (who are not cared for) are an obvious issue.
So Stewart’s stand appears to be-if you can’t fix the whole problem, don’t try [note Jon Stewart used to be a smoker].
To Be [Social], Or Not To Be [Social]?
Collaboration–and leveraging social technologies internally and externally–have nothing to do with smoking. But the issue in both situations is the idea of “complacency.”
This attitude–held by many brands–will cause them much difficulty, if not today, then tomorrow. And every day after that.
“If I can’t fix the entire park, I’d rather do nothing.”
I don’t think I’m just an “idealistic silly young person” because there are many baby boomers who are leading the change within their orgs–and every day is a fight.
Most of us don’t understand how–with the knowledge we have today about lung cancer–people would continue to slowly kill themselves.
One could make the same argument about companies who refuse to move in the direction of social technologies. Companies that don’t pay attention to social are also slowly killing themselves. Ok I’m being dramatic, but seriously if you told the auto industry three years prior to the collapse, that it was going to collapse, would they have laughed? Probably.
What’s happening today is important. Start small. If you show your employees, and your customers that you are *trying,* they will all appreciate you more.
You don’t want to be part of that 40 percent who won’t be here in ten years due to….complacency.