A comprehensive study of the power of differentiation as a key
component of any business model, this book includes a step-by-step
process to help leaders discover, achieve, express, and sustain
their own authentic position. For the first time in recent history,
trust is as important to corporate reputation as quality of
products and services, according to the 2010 Edelman Trust
Barometer. Still, nearly 70 percent of people say that
organizations will revert to "business as usual" once the economy
recovers. Moreover, U.S. job satisfaction is at a 22-year-low,
according to a 2010 Conference Board report, and by most every
measure, the consumer outlook is bleak. The good news?
Organizational authenticity is attainable, declares Morin in Better
Make it Real. However, it isn't the goal, she says, but the result
of providing, consistently and continuously, an authentic "total
experience" to your stakeholders-workers, customers, vendors, and
other business partners. In other words, Morin affirms,
authenticity isn't a destination-it's an ongoing journey that will
serve to differentiate any organization in its marketplace, which
too often is littered with fakes. Morin's recommended roadmap is
Kahler Slater's Total Experience Design-a specific, step-by-step
process for designing stakeholder experiences that are "authentic,
intentional, and wholly integrated." In Better Make It Real, Morin
offers a comprehensive guide to implementing Total Experience
Design inside organizations of all types and sizes. She also shares
behind-the-scenes stories from Kahler Slater projects and clients,
including Google, Robert Redford's Sundance Cinemas, Monster.com,
and numerous entrepreneurial enterprises. Bottom line:
Organizational authenticity is sorely lacking-and urgently needed.
On the heels of the Great Recession, Morin rolls out a roadmap to
"real"-helping executives and entrepreneurs find their way forward.
Provides anecdotes and illustrations from companies and
organizations of all sizes and a wide variety of types Offers a
step-by-step process leaders of any organization can apply and
benefit from Draws directly from Kahler Slater's case files
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