How the trend towards humanity is changing the business landscape

2024 Author: Malcolm Clapton | [email protected]. Last modified: 2023-12-17 03:44

Sincere communication will help shape the company's image and attract an interested audience.

The more automation and digitalization take over the world, the faster the demand for humanity grows in the field of goods and services - that is, for a personal approach and sincere communication with customers. The texts written for search engines are being replaced by blog entries made by people who are not indifferent to their work.

In the conditions of a large selection, only what is addressed to him personally can truly interest the client. Even the huge corporation Starbucks understands this, in whose coffee shops everyone can get a personalized glass of take-away drink. The point is not only to simplify the work of the barista in high traffic conditions, but also to increase the loyalty of the person who sees his name next to the green logo.

A personalized approach, constant dialogue, sympathy for clients that does not turn into familiarity - these are the values of the new sincerity of entrepreneurship.

Why personality matters in business

“Hello, Ainur Mansurovich, this is the Coolest bank, we want to make you an offer on a credit card with a limit of 500 thousand rubles …” I don’t know what you do when they call from call centers, but I hang up. As soon as I hear soulless metal intonations in my voice, there is no desire to delve into the idea even a little. Contact does not arise because I am not dealing with a person, but rather with a role, function or profession.

If we talk about online, then many have noticed that expert posts are now liked and saved the worst. You write them, write them, think over the facts, the depth of content, and zero exhaust. However, it is worth putting up an almost home photo - immediately a huge involvement.

People are tired of the dominant position "I'm smart - listen to me" and megatons of information. There is a readable trend - a fall in the value of expert opinion in the eyes of the majority.

About this in the book “New Power. What forces rule the world - and how to make them work for you,”says social movement advocates Jeremy Heimans and Henry Timms.

There are old-power and new-power management models. The old-timers demand only one thing - to obey or consume. The new rulers are built and structured to coordinate the actions of equal participants and encourage massive involvement. This is, for example, the Lisa Alert movement, the Airbnb and YouTube rental marketplace. The proliferation of the principles of the "participation revolution" proves that people are interested in each other and need personal communication.

Being sincere means communicating from the perspective of a person, not a profession. And it is difficult to underestimate the factor of the influence of personal qualities on the result of the work of the business.

How to show a human face to a leader while maintaining status

Inside the company

What advice can you give to those who have decided to be “closer to people”? How exactly can you become sincere? If you thought that now you have to smile all the time, talk about your difficult childhood and come to work in a Hawaiian shirt - this is not so. You are primarily a leader, so you need to use the principles of sincerity through management tools.

Engage employees in discussions

Identify a problematic topic and instead of instructions, offer employees a brainstorming format. During a 15-minute discussion, have the team come up with three options for solving the problem. As participants voice their answers, ask more questions and minimize criticism. It is necessary that every person feels important and needed.

Conduct weekly open talks

This is the format in which your department or work group has a five-minute talk to the rest of the team at the end of the week. Topics can be very different: "My favorite hobby", "My favorite book" and so on. The challenge is to create a space where people can exchange thoughts, ideas and not be afraid to speak out.

In social networks

How to increase your subscriber audience, warm up customers and then successfully sell your products and services? Here are guidelines for those interested in promoting through social media and public speaking.

Make Stories Series

Stories are 15 second videos on the top Instagram feed. Serialization allows people to watch the life of the company like a TV show, get involved in it and become participants. Post Stories regularly where you'll share noteworthy details of your workflow.

Set up personal Instagram live streams

One of the coolest tools for communicating with your audience and selling your products and services. If a leader's personal brand is generating revenue for the business, it makes sense to talk about personal topics that fit into the principles of new entrepreneurial sincerity. Many experts, in their first attempts, start mentoring, poking at the camera, and making other terrible mistakes. The most sinful of them is to teach others how to live. Instead, just share your experience.

Here are some possible topics for your upcoming broadcasts:

• What advice would I give myself at 16.
• My life values, which I will pass on to children.
• My approach to planning your day and life.
• How I believed in myself.
• The impossible is possible.
• What qualities do I appreciate in people.
• It's unacceptable for me!
• Self-development. What place does it occupy in my life?
• My 3 goals for this year.
• I am grateful (grateful) to the world for …

At public offline speeches

Open lectures and speaking at professional conferences are another effective way of interacting with a wide audience and colleagues. This will not only charge you with new ideas, but also show that your business has a face.

Comply with the 15/45 rule

If you are invited to a business breakfast, the worst thing you can do is talk for an hour without stopping. Of course, you want to show the full range of your expertise, to be useful, but this is a road to nowhere.

Remember the principles of sincerity: involvement and honesty. Therefore, it is better to devote 15 minutes to speech, and the remaining 45 minutes to answer questions. By doing this, you engage your audience and get feedback. More answers to questions - less declarative opinion.

Apply the Mastermind tool

For speeches longer than three hours, use the Mastermind Discussion Engagement Tool. Set a topic for discussion (for example, "sincere communication"), divide the team into groups of 3–5 people, and assign the task to find application of this idea in their specific business problems. Visualize the results of the discussion on the board and discuss the results. It is much more effective than talking about “importance and necessity” for an hour and a half.

Using these tools and methods, it is easy to become “closer to the people” without losing status. And sincere stories in social networks about what you really like in your business will become additional promotion tools.