Book Recommendations – Page 7 – Discipline makes Daring possible.

November 16, 2020

Familiarity

The trick to building a business that can scale profitably and last longer than you, is to stop managing people and empower them to manage themselves.

You can support the transition from supervision to responsible autonomy with a framework that works like handrails – supportive, available when you need them, but not overly constricting. I call this framework your ‘Customer Experience Score’.

Another way to think of it, that might be useful for you, is as a set of services that your team use to deliver on what the business does. In this mini-series of blogs, I’m working through the principles outlined in this brilliant book by Lou Downe “Good Services” as a way of exploring this idea.

Principle number 5 makes a lot of sense: “a good service works in a way that’s familiar.”

But.

What exactly does ‘familiar’ mean? The way we’ve always done it? The way everyone else does it? The way a 70-year-old expects it to happen? The way an 8-year-old expects it to happen?

I think in the end, the answer is that however you deliver it, (and there may well be more than one way) it should always feel like it is being delivered by your business. even if – especially if- it also reminds them of something else. Buying from a physical shop is a familiar experience, but Apple has it’s own way of delivering that. Buying online is familiar, but as you’d expect Apple very much has it’s own way of doing that too.

Every service your users run for the people you serve should be recognisably similar to the way your business does everything. In other words it should be congruent with your business’s unique Promise of Value. That doesn’t just reinforce the Promise for customers and clients, it reinforces it for your team too. They’ll be able to tell you when something jars before your customers do.

By all means make your services rhyme with what’s already out there. But the real trick is to build familiarity with your unique way of doing things, so your business becomes an old friend people turn to instinctively.

The right kind of familiarity breeds connection.

November 13, 2020

Enable outcomes

The systems and processes we build in our businesses are geared towards the outcomes we seek. All too often, those outcomes revolve around the boss, the board, or the shareholders – making targets, preparing reports, increasing share prices. The real purpose of the business – to make and keep promises for clients – gets lost, even though this is how the internal outcomes actually get achieved.

When you build a business of any size, you need to work through others, and you need to be able to trust that they can deliver as you would, without having to stand over them. I believe the best way to achieve that is to build systems and processes that support people to manage themselves.

In this mini-series, I’m exploring how you can use Service Design ideas to help you do that, using the principles outlined in this brilliant book by Lou Downe “Good Services” as my starting point. Let me stress, this is not a re-hash of the book, but an exploration of how it fits with my ideas for turning a business into a system for making and keeping promises. The book is well worth buying for yourself!

A service is a process that helps a user to do something. Your team wants to share and deliver your promise on your behalf. That makes them users of the services you build.

Principle number 4 is simple, but surprisingly deep. “A good service enables a user to complete the outcome they set out to do.” Even if that outcome is bigger than your service.

The thing to remember here is that your service may be only a step towards the outcome the user is trying to achieve. We humans tend to arrive at a business with tactics: “I need social media support”, or “I need a large screen TV“, keeping the strategy behind it to ourselves “I want to launch a new product“, “I’m building a home cinema.“. Even a large service can be a tactic “I want an extension to my house.” could be a step on the way to “I’m growing my family“, or “I’m sorting my house out before we retire“, or “I’m building a property portfolio as my pension.“

Finding out more about the strategy behind the service your client has requested is key to unlocking more value for them and for you. You know you can help your client achieve the tactical outcome – that’s why they came to you. If you help them move even further towards their strategic objective, you’ll exceed your own promise to them And that creates loyalty and advocacy – even if you never make a sale.

Let me illustrate this with a story. Many years ago, I came across a young woman selling chocolate-related treats from a converted vintage ice-cream van. The treats were cold in summer, hot in winter. They were quirky and delightful, and me being me, I asked her if she’d considered franchising it. She had, and we agreed to discuss it. At the time, I was working with my friend Barnaby Wynter, and I knew he should be involved, so we both sat down with this young entrepreneur to talk about what she wanted to achieve and how we could help.

We talked for two, maybe three hours. We got her life story, her hopes, her dreams and her vision for a new kind of street life, centered around food, fairness and culture. All three of us agreed that franchising the ice-cream van wasn’t the right service for her. We could have done it. It would have been successful, but it wasn’t the outcome she was really looking for. I’m not sure even she knew that before we started our conversation, but she did by the end. That young woman went on to found KERB.

So what does this mean in practice for designing services to support your team?

First off, make sure you include a step right at the beginning of your Share Promise service that enables a team member to uncover a prospect’s overall objectives. This may be as simple as asking “What do you want to use it for?”, or “Why do you need that?”, or it may be a longer and deeper conversation, along the lines covered by a Dale Carnegie sales training course.

Next, cultivate ways to meet more of those discovered objectives yourself. That might mean adding new products or services to your offering, or it might mean building a network of trusted co-providers you can refer someone to. People in this network should be willing and able to return the favour when they are the point of entry for the client. In fact, if you start to recognise that a particular strategic objective is common, you could even create a consortium or eco-system of fellow businesses to deliver the whole package.

The outcome your users (your team) seek is to share your business’s promise, and to keep or exceed it for the people who sign up. That means that the services you design must be focused on the client, and the outcomes they are really looking for.

By enabling your team to enable your clients to achieve their larger objectives, your business will easily hit its targets, have interesting stuff to report to the board, and if that’s your thing, improve your share price.

November 11, 2020

Set Expectations

How many times have you run out of page writing a notice? Or got halfway through a recipe before realising you were missing a vital ingredient? Or partway through a task before realising that you simply don’t have time to complete it?

When you build a business that works through others you have to find a way of enabling them to work autonomously and responsibly. I believe the best way to achieve that is to help people to manage themselves.

In this mini-series, I’m exploring how you can use some of the principles of Service Design to help you do that, using the principles outlined in this brilliant book by Lou Downe “Good Services” as my starting point. Let me stress, this is not a re-hash of the book, but an exploration of how it fits with my ideas for turning a business into a system for makeing and keeping promises. The book is well worth buying for yourself!

A service helps a user to do something. You want your team to share and deliver your promise on your behalf. So treat them as your users and build them services that help them to do that.

The third principle Lou gives is that ‘a service sets the expectations of the user’.

Setting expectations is about making sure that kind of thing doesn’t happen. That’s why easy-to-follow recipes start with the oven temperature, prep time and cooking time, then the list of ingredients. So you can be prepared before you start cooking.

It’s possible to do the same for services, whether they are for your clients or your team to use:

Give people an idea of how long it will take – it could even be a range: “30 minutes the first time you do it, 15 minutes once you’re experienced“. Setting a time expectation doesn’t just help people prepare, it also helps them spot an exception when it’s happening: “If it takes longer than 10 minutes something isn’t right.”
Tell them what props they need to assemble before they start. Include everything they will need, both physical and electronic. This is an especially good idea where the activity involves assembling a collection before traveling off to deliver the service somewhere else. A checklist really helps. You can use the same list to assemble them again after completion. Even surgeons ‘count out’ swabs, forceps and other bits and pieces.

If you build this into the definition of your service, you’ll save false starts, repeated steps and interruptions, and help everyone feel more in control.

November 10, 2020

Easy to find

When you build a business that works through others you have to find a way of enabling them to work autonomously and responsibly.

The traditional way of doing that was to build a hierarchy of management above those doing the work, to supervise, check and adjust how things get done. The problem with that approach is that it’s unresponsive, expensive and actually makes it harder for people to work autonomously and responsibly. And if you are a small business owner trying to do all of that yourself, it can nearly kill you and the business.

The alternative is to help people to manage themselves. For that, they need a framework that supports them, but doesn’t stifle their ability to respond creatively and humanely to emergent scenarios. There are lots of familiar models and analogies for this kind of framework – a map, a blueprint, a screenplay, for example. My preferred analogy is a musical score – what I call your Customer Experience Score – that describes what has to happen and when to deliver the experience you want your clients to have when they deal with you – but leaves the how to the talented musicians you employ.

But how do you create that score?

In this mini-series, I’m exploring how you can use some of the principles of Service Design to help you create a Customer Experience Score that works well, using the principles outlined in this brilliant book by Lou Downe “Good Services” as my starting point. Let me stress, this is not a re-hash of the book, but an exploration of how it fits with my ideas for turning a business into a system for makeing and keeping promises. The book is well worth buying for yourself!

The basic idea is simple. A service helps a user to do something. You want your team to share and deliver your promise on your behalf. So treat them as your users and build them services that help them to do that.

The first principle is that ‘a service should be easy to find’ – even when you don’t know what it is.

Imagine you’re a newbie to your business. How do you find out what you’re supposed to do in your job? Where do you look? What do you look for? As a newbie, on probation, eager to impress, you want to be productive from day one. All too often that means asking someone who is already busy.

So the first thing that might help make services easy to find is to put them all in one place. You could call it an operations manual, but nowadays it’s more likely to be online, and searchable in more varied ways than a physical folder or file. What’s key is that:

everyone knows where to look for it
there is only one place to look for it
there is only one version of it (apart from backups)
it is kept up to date
people can find what they need in it

How can you help your team find the service they need?

The name is a good place to start. Ask yourself: What do clients usually call this service? What do we normally call it? What do experts call it? Are those names the same? If not, what are your options?

A service should primarily be known by one name. Preferably one taken from the client’s perspective. This helps to remind everyone why this service exists – to help the client get the outcome they want – especially if it’s really part of a larger service for the client. You might call it ‘VAT reporting’, but the real service to the client might be ‘Meet Statutory Obligations’. You might call it ‘Management Accounting’, but the real service to the client is ‘Control My Business’.

This highlights another important aspect of naming. A service is an activity that helps someone do something. So it’s a good idea to name the activity to reflect what gets done when it works. This name is usually made up of two parts – a verb that describes what happens, followed by a noun that describes the thing it happens to e.g. ‘Draft VAT Return’.

This works at all levels of granularity, from the lowest level – ‘Draft VAT Return’, ‘Approve VAT Return’ or ‘File VAT Return’, up to ‘Report VAT’, ‘Meet Statutory Obligations’ and finally ‘Keep Promise’. The name should tell you exactly where you get to after you’ve completed the activity successfully. You’re there or you’re not, and if you’re not, you haven’t actually completed the activity.

By naming a service or activity in this way, you’ve also met the second principle, which is that ‘a service should clearly explain its purpose’.

Once you’ve arrived at this kind of name, you can make sure it’s findable by any of the other names you identified at the beginning.

With a clearly explained purpose and a customer-focused name, findable by familiar alternatives, you’ll help you newbies get up to productive speed much faster – by themselves. Which should make both of you much happier.

November 9, 2020

Good Service

My husband pointed me in the direction of this book, and I’m very glad he did. I’m not that far into it and my neck already aches from vigorous nodding in agreement.

On the face of it, this book might not seem appropriate for business that don’t make and keep their promises entirely online.

With a little twist in perspective, that can change:

On page 19, Lou gives this definition of a service: “A service is something that helps someone to do something.”

Our first thought is that the ‘someone‘ is the end user – me paying my car tax or filing a tax return online, via the gov.uk site. But what if that ‘someone‘ was one of your team? And the ‘something‘ they’re trying to ‘do‘ is share your promise so potential clients find it, or deliver on that promise to clients who’ve signed up?

What if you designed your business to be an eco-system of services that help your team do things for themselves? Without the need for supervision or management?

You’d want your ecosystem of services to follow all the principles for a good service:

Easy to find
Clearly explains its purpose
Set a user’s expectations of the service
Enable each user to complete the outcome they set out to do
Work in a way that is familiar
Require no prior knowledge to use
Agnostic of organisational structures
Minimum possible steps to complete
Consistent throughout
No dead ends
Usable by everyone, equally
Encourage the right behaviours from everyone
Quickly respond to change
Clearly explain why a decistion has been made
Make it easy to get human assistance

And in the process deliver these qualities:

It does what the user needs it to do, in a way that works for them
It’s profitable and easy to run
It does not destroy the world we live in, or negatively affect society as a whole

I would also add:

Expresses and reinforces your Promise of Value at every turn.

Unlike the UK government, you’re not delivering to every citizen, but to people who share at least some of your values, behaviours and worldview, and they will want to see that reflected in the way you do things for them.

This is what I call a Customer Experience Score. The ecosystem that turns your small business into an orchestra, playing your unique music for the people you serve, with no need for supervision or management.

I’m going to explore all of these points over the next few posts or so, as I work out how to apply this for my own business and for my clients. I think you’ll find it useful. I hope you’ll find it enjoyable too.

Meanwhile, if you’d like to buy the book, you can order it from my favourite bookshop.

November 3, 2020

Lockdown reads

This week’s reading:

‘Human kind‘ by Rutger Bregman – an upending and uplifting book, that for me confirms everything I’ve always thought about people.

and

‘The Good Ancestor‘ by Roman Krznaric – I like ‘big picture’ thinking, but this goes further than most, and puts us humans in context.

Recommended for the start of a second lockdown.

PS The Bright Minds in Business Gamechangers Book Group returns next week with another good read for business owners.

PPS This is my 501^th blog post.

October 29, 2020

Knowing and doing

Some books tell you something you didn’t know. I enjoy those books. I like feeling new connections form in my brain, even if it occasionally hurts.

Some books tell you something you already knew, in such a clear and simple way that they uplift mere ‘knowing’ into ‘know how to do’, so you actually have a go.

I really enjoy these books too. They don’t just change me, they enable me to change the world around me too.

A couple worth reading:

The Brand Bucket: Make Your Marketing Work. Barnaby Wynter
Tiny Habits. B J Fogg

One thing both of these have in common: an explanatory diagram that makes things super-simple to see.

The kind of book I plan to write next.

October 26, 2020

“It ain’t what you don’t know…

… that gets you into trouble. It’s what you know for sure that just ain’t so.” Mark Twain

Imagine reading something that turns everything you ‘know’ about how the world works upside-down, simply by ignoring centuries-old dogma and observing what actually happens from a different perspective. Copernicus, Darwin, Wegener.

Imagine then finding out that the model you’re reading about wasn’t new, but had actually been around for decades, even centuries, already?

We humans don’t like changing our minds that much. We actually try to avoid seeing things that might do it for us.

But, occasionally, we can’t help it. Something we read, see or hear changes how we look at the world forever.

This weekend’s reading did it for me:

“The Deficit Myth” – Stephanie Kelton

Which book changed the way you see the world?

October 21, 2020

This was last weekend’s reading.

Strangely enough, they are related. I recommend reading them together.

Discipline makes Daring possible.

Musings from The Disappearing Boss on People, Process and Responsible Autonomy for small-business employers.

Category: Book Recommendations