A Breathtaking Discovery
After working for more than a decade in ecommerce and marketing I made a breathtaking discovery.
Clients have always come to me to help them grow and transform. For over a decade I helped organizations build websites, apps and everything in them. But sometimes clients failed to transform in ways we had hoped for. A key ingredient was still missing.
I discovered that, no matter what awesome digital real-estate you develop, when organizations lack a real vision, and narrative, they end up building castles in the air. They are unable to build trust and come to rely on incentives and control mechanisms.
Only a clear and vivid vision, rooted in purpose and with strong ties to well formulated goals and objectives will have traction on their audiences. Furthermore this vision needs to extend into all the strategic choices and decisions taken in order to take effect.
As my career evolved and I continued more and more into consultancy work, I have chosen to focus on helping my clients develop their vision and the tools to give it traction: a strategic narrative, positioning, and an aligned marketing strategy.
Maarten Bas Backer
It Depends on Your Ability to Align
Every day again your organization’s people do their very best to make that difference your organization is here for. Every action, every detail is an extension of who you are and what you want to be. Every intention reflects your shared purpose and values. The more this is true, the more successful you will be. That is what an increasing body of research is showing us.
Not just the executive team needs to have a sharp sense of strategic direction. Everyone and everything else should as well. Every employee, every stakeholder, every objective, process, interaction and expression should be aligned with your purpose and your values.
Successful organizations show us that managing your strategic narrative is a very powerful way to align everyone along your vision. Your narrative, your unique story has the ability to inspire and motivate others to follow you and put their full force behind your purpose.
This said, there are several challenges involved. What really makes you you? Does everyone agree? Do your customers underline this? What about what you are aiming for? What are you communicating? Is it aligned with internal communications? Does your business model reflect your values? Do your products and services? Is there alignment between your actions and what you expect from others?
If you can’t see the forest for the trees, I can help you gain clarity. Discover important patterns, layout new ones and ultimately drive your strategy towards envisioned success.
Following are some of the approaches:
Which Animal Represents Me As Your Coach or Guide?
If I’ve got to pick an animal, it would be the eagle. I like to soar over the territory and get the bigger picture. My ability to ‘see’ and listen, helps me spot the patterns and know which details matter in order to build a better and more successful process, organization, system, innovation or strategy. Like an eagle spotting a mouse, when I see something that is central to your overall situation or strategy, I will dive in and bring it to the table. Enormous vision, but still grounded.
Clients I worked for
Expedia Corp, Ahold (Albert Heijn, AH to go, Etos, Gall & Gall), NS (National Dutch Railways), Boskalis Offshore, Smart Agent Market Response, Province of Overijssel, University of Utrecht, Kamer van Koophandel (Dutch Chamber of Commerce), Schipper Bosch, Monuta, DHL, Schiphol Airport, De Baak Management Center VNO-NCW, De Nationale Hoorstichting (Dutch National Hearing Foundation), MagOXX, Van Ruysdael, and Editio.