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Leverage the Power of Story
Narrative structure is essential for businesses to connect with customers, as storytelling—embraced by all employees—clarifies the brand’s mission and fosters loyalty, making it crucial to regularly practice and refine the stories behind the company, its products, and its people.
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Lessons Learned from Pope Francis
Charlene Li highlights Pope Francis as a model of engaged leadership, using social media to connect with ordinary Catholics and embodying confidence, humility, and a genuine desire to serve, encouraging leaders to bridge power gaps and engage authentically with their audiences.
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Engage to Transform
Engaging stakeholders through two-way dialogue is crucial for effective leadership, as demonstrated by a CEO who used Twitter for public interaction, highlighting transparency while also necessitating careful planning to avoid potential PR pitfalls.
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Share to Shape
Broadcasting information often neglects audience needs, while effective sharing involves listening and aligning with common goals, as demonstrated by Cisco leaders who use technology to foster relationships and communicate authentically.
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Listen at Scale
Charlene Li emphasizes the importance of strategically using social media and big data to listen to key audiences in real-time, while also cautioning against the risks of overwhelming information, and suggests focusing on trusted filters to enhance communication and innovation.
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An Introduction to Engaged Leadership
Charlene Li defines an engaged leader in the 21st century as someone who effectively utilizes digital and social media to foster relationships that align with their top priorities, emphasizing the importance of listening, sharing, and engaging to achieve key objectives.
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Kindness, Compassion, and Competitive Advantage
Rasmus Hougaard argues that integrating mindfulness and kindness into business practices enhances customer satisfaction and employee engagement, ultimately making kindness a competitive advantage that fosters deeper connections in an uncertain world.
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Build Immense Customer Loyalty
Customer loyalty is essential for competitive success, and ServiceNow CEO Bill McDermott emphasizes three best practices to achieve it: segment your marketplace, understand your competition, and treat customers with dignity and respect to build lasting goodwill.
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Develop and Execute a Competitive Strategy
Bill McDermott, CEO of ServiceNow, emphasizes the importance of simplicity in competitive strategies, advocating for clear communication and understanding of customer needs to enhance brand loyalty and drive innovation while reducing the complexity that can hinder profitability.
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Succeed Around the World with Global Intelligence (GQ)
In a global market, organizations must navigate opportunities and pitfalls by enhancing their global intelligence (GQ) through empathy, understanding, and authentic experiences to effectively adapt strategies and connect with diverse customers and cultures.
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Use Pre-Suasion Tactics in an Honest Way
Robert Cialdini emphasizes the ethical use of persuasion and pre-suasion, warning that irresponsible practices can lead to high turnover and a culture of dishonesty, while encouraging businesses to prioritize customer interests and the genuine value of their offerings.
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The 6 Universal Principles of Influence
In “Influence: The Science of Persuasion,” Robert Cialdini identifies six principles—reciprocity, liking, authority, social proof, scarcity, and commitment/consistency—that enhance message acceptance and can be effectively utilized in “pre-suading” audiences before a project or pitch.
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The Art of Pre-Suasion
Thoughts, feelings, and actions are influenced by unconscious factors, and “pre-suasion” involves strategically preparing audiences to be receptive to a message by using imagery or cues that align with desired behaviors, enhancing the effectiveness of persuasion.
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Ask the Right Questions to Elevate Motivation
In this lesson, Dan Pink explains motivational interviewing by encouraging individuals to assess their interest and uncover personal reasons for their motivation, ultimately helping them identify obstacles and enhance their drive towards action.
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Tap Your Inner Ambivert
Research by Adam Grant reveals that ambiverts, who balance introverted and extroverted traits, excel in sales by being attuned to others’ needs, outperforming both extroverts and introverts, making them the most effective sellers.
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Frame Ideas Carefully
Dan Pink illustrates how strategic labeling and reframing can influence perceptions and persuade audiences by emphasizing potential benefits while acknowledging minor downsides, ultimately demonstrating the power of carefully packaged ideas.
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Understand the New Playing Field to Enhance Clarity
In sales, your true value lies not in solving problems but in identifying and clarifying issues that clients may not recognize, emphasizing the importance of distilling information to enhance persuasion and effectiveness.
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Embrace Your Inner Salesperson
In this lesson, Dan Pink emphasizes that everyone is a salesperson, as most jobs require the ability to persuade and influence others, highlighting the importance of honing your selling skills, even if your title doesn’t include “sales.”
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How to Conduct a Sludge Audit
Professor Cass Sunstein highlights that “sludge,” or bureaucratic frictions like excessive paperwork and waiting times, hinders access to benefits, and suggests conducting a sludge audit to streamline workflows and improve quality of life by identifying and reducing these inefficiencies.
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Key Considerations for Designing Inclusive Services
Ethical companies should consider the cognitive burden their products impose, as limited bandwidth can hinder marginalized populations from navigating administrative barriers, leading to distributional unfairness and potential human rights violations, necessitating thoughtful design to ensure equitable access.
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Understand the Power of Choice Architecture—and Its Shadow Side
Professor Cass Sunstein discusses how companies use “sludge” to complicate unsubscribing, manipulating consumer behavior against their interests, while advocating for “choice architecture” that promotes beneficial defaults and simplifies decision-making while preserving user freedom.
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How Designers Can Work with—or Against—Consumer Biases
In a video lesson, professor Cass Sunstein discusses how inertia and various cognitive biases, such as present bias and status quo bias, affect consumer behavior, offering insights on how designers can structure products and services to better engage customers and highlight important features.
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What Kind of Designer Are You?
In a video lesson, Professor Cass Sunstein discusses three types of designers—manipulative, naive, and human-centered—highlighting how the latter prioritizes user experience by minimizing “sludge” and fostering customer satisfaction.
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An Introduction to Sludge
In this video lesson, Professor Cass Sunstein explores the concept of “sludge”—the bureaucratic obstacles that hinder access to essential services—using Kafka’s “The Trial” and a COVID-19 case study to illustrate how reducing these barriers can improve people’s lives.
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How to Build a Successful Brand in the 21st Century
In a market flooded with over 100 bottled water brands, consumers increasingly favor those like Mananalu, which prioritize meaningful missions such as eliminating plastic waste, highlighting the importance of branding that resonates with modern values and social responsibility.
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The Democratization of Branding
Designer Debbie Millman explains that branding extends beyond fashion to encompass religious and cultural beliefs, illustrating how shared symbols historically fostered community and safety, while modern technology has shifted brand creation back to a bottom-up approach, empowering consumers to shape their identities.
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Designing Change Through Branding
In her video lesson, brand designer Debbie Millman emphasizes that brands serve as nonverbal signals of our identity and values, highlighting their importance for success in the era of brand democratization.