Fight the crunch!

posting time 1 December 2008, 15:13 author Pia Betton

We hear about the recession all the time. The strategies for dealing with it are very different, but when visiting different organisations, both private and public, there are similarities. Important changes are postponed, every new venture is analysed carefully and maybe even put on hold, staff costs cut and hiring stopped. All of which are potentially dangerous precautions for any organisation.

By changing the perspective, the crunch actually creates new opportunities for organisations who are willing to fight the norm.

One of them has already been proved by a small organisation, I admire; Middelfart Sparekasse (a Danish bank). Because or despite of the recession, just a few weeks ago they were awarded the title “The best workplace in Denmark”, by the Great Place to Work® Institute. For me, that is a great example of how putting people first will always be a winning strategy. Make sure you build up confidence and trust, both towards your employees, clients and other stakeholders. If you let them down, they will let you down.

Be completely clear about what you stand for. And make sure, that your customers agree. By focusing your brand and your communication, now is a great chance to re-think your positioning in the market, driven by your core value proposition. Drop 90% of your innovation projects, but keep the 10% that most closely deliver your brand. Use them to sharpen your positioning in the market and create positive attention. Also, focus on your value creation and on what makes you special. Don’t make the mistake of dropping your prices. Instead, increase your service level or offer more for the same money, but don’t start a war on pricing. Your stakeholders will think you are in a financial crises.

In short, for many organisations the crunch can be a great wake-up call that allows you to focus your organisation on what REALLY makes a difference. Trust, clarity, reliability and true value.

More about the nomination in Berlingske Nyhedsmagasin (Danish)

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