Fri, 6 March 2015
I used to work for a big metals and mining company called Alcoa. Whenever I worked on a new customer contract, we always had an extremely conservative legal position, especially when it came to anything that had to do with the competition. Everybody in sales and marketing had to go through annual training programs about what to do if we ever saw a competitor, or a competitor spoke to us. If we were attending a trade show where a competitor would be, we had to get written permission ahead of time from the Legal Department and brush up on our training again. Does this sound like overkill to you? It might make more sense if you knew that the company was the subject of the most famous lawsuit against a corporate monopoly in U.S. history. Alcoa actually lost the suit, leading to the break-up of the company into smaller parts that eventually grew into the company's competitors. Can you imagine what that would be like? Your former manufacturing plants and employees turn into your competitors almost overnight? Obviously something that dramatic would have a powerful impact on the company culture. No wonder Alcoa was so conservative when it came to anything that looked like monopolistic behavior. Oh by the way ... that famous legal ruling? It occurred in 1944.
Company culture rules.
Can you see how complex and important corporate culture can be? An event that happened decades ago still influences the company culture today. You really have to dissect the cultural DNA of a company to understand how it works. And I believe there is no more powerful influence on a company's ability to change and adopt new marketing practices than culture. This is the subject of an extremely interesting new Marketing Companion podcast. Of course Tom Webster and I also introduce three new Marketing Companion products including a discount escort service and subpar child care. Simply a natural connection, right? But that's another story. The challenge of corporate culture and how to get over the resistance to change is a struggle for almost all of us today. In this podcast we discuss:
Are you ready? Let's do this thing!
Resources mentioned in this podcast episode:
Please support our extraordinary sponsors. Our content is free because of their generosity.
gShift’s Web Presence Analytics platform provides agencies and brands with search, social and mobile content marketing data in one place. Monitor and report on an entire web presence. Create smarter, faster content through gShift’s proprietary data. Report on the engagement and performance of your content marketing investment.
Our podcast is also brought to you by Voices Heard Media. Please check out this tremendous resource for scaling social media engagement. Take a look at building an engaged and relevant audience through innovative new game, analytics, and polling platforms.