Jeffrey Hayzlett, former Kodak CMO and bestselling author, joins BRANDInsider to talk about his latest book, Running the Gauntlet. In part I of our interview Hayzlett tells us about his “Adapt, Change or Die” motto and the ongoing need to grow, change and adapt in business and marketing — no matter what level you are at in your career or position in a company or business. Every marketing and business professional can benefit from Jeffrey’s advice.
Adapt, Change or Die.
The core of Hayzlett’s message is that the most dangerous move in business is the failure to make a move at all. Today’s business environment is so competitive and volatile that you can’t afford to be satisfied with business as usual. Making changes now positions you to continue to compete in the future.
Here are two key messages Jeffrey shared with BRANDInsider:
You must be willing to adapt and change because if you don’t, it could kill your future business growth.
First, become “an agent of change” and if you are in a position of leadership, surround yourself with others who embrace the spirit of change.
Hayzlett attributes failure to Change to 5 principle reasons:
1. Fear. Plain and simple fear of change.
2. Tension. Change creates tension and we naturally seek to avoid more tension. You have to have healthy debate, its good for growth.
3. Lack of Transparency. Many leaders feel they need to only give their fellow team members limited info on the company status, financial position and other critical information. Jeffrey believes you should be willing to lay it all on the table.
4. Risk. Risk can lead to failure and no one wants to fail. Jeffrey says, “What’s the worst that can happen?” So maybe the new marketing direction doesn’t work the first time, so fix it and keep moving forward. As Hayzlett likes to say, “No one is going to die!” Accept and encourage mistakes! Mistakes help you assess your team and determine if you need to recruit people and skilled technicians.
5. Your Promise. Your brand is your promise delivered. So make sure you can deliver before you put it out there. Keeping your promise takes courage but you have to commit and make sure everyone stands for the same thing.
Jeffery’s explains that change is not an end in itself, it is a chance to expand on success and to understand the “boomerang effect” of change. There will likely be pain along the way to change, so although you have moved in the right direction, what comes back at you can be challenging and even scary. The key is to embrace the change as a “better place to be” than where you have been.
As each of us prepares to Run the Gauntlet, Hayzlett challenges us to look at our own perspectives and attitudes.
“If you think your best days are behind you, you will never have better days ahead of you!” – Jeffrey Hayzlett
We want to hear from you! Share your thoughts and don’t forget to come back to see the rest of the interview next week!
Through the Eyes of a Marketer 