Branding is From the Inside Out

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What you portray as the external image of your business is no longer a planned: “this is how we want to appear to the outside world,” but rather a transparent view into the internal workings of your company.

    Branding is your culture.
    Branding is your employee relations.
    Branding is your procedures and systems.
    Branding is your recruitment and hiring practices.
    Branding is your product.
    Branding is your customer service.

Branding is the vision, the strategy, and the people who carry it out.

Branding is your design scheme, colors, and logo.

Branding is how it all looks, feels, and fits together.

Branding is WHO YOU ARE.

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Are you paying attention, now?

Your customers are: every instance of your existence.

Your employees are: oh, did you think that branding was just for the “outside world?”

    Employee morale and engagement hinges on your credibility. If as a company you act like a hypocrite, then that is the bar you’ve set for your employees (or internal customers).

The world is too connected and moves too quickly to “do what you do” and then “prepare how you seem.”

Now, you have to “do as you seem.

Every action.
Every day.
From the inside out.

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As We Move to a Truly “Connected World…”

What do you believe will be the most effective way for a user to identify themselves, as they move from one system to another?

  • An actual device — something like a watch?
  • Fingerprint ID?
  • Facial recognition?
  • Implanted RFID tag?
  • Something completely different?

All of the methods have plusses and minuses when it comes to enabling a user to be able to get access to their stuff, as themselves, from any system outside of the one in your home or car (or even to identify you in your home or car, versus another member of the family, or an imposter!).

Moving forward into a truly “connected world,” privacy is one of those things that will always be an issue, but will never truly be solved. Something that we always have to take seriously, by attempting to prevent unethical invasions of privacy, but will never end.

In order for a “connected world” to be truly intuitive and user-friendly, some privacy must be sacrificed to enable customized experiences to be created for the customer.

Introduction to Socionics

What is socionics?

Socionics is a theory of human interaction based on fixed patterns of information processing known as “socionic types.” A socionic type (there are 16 of them) is a description of some very fundamental ways in which a person’s psyche works. These psychic qualities define to a large degree a person’s relationships with others, his or her perception of life as a whole, and the niche he or she strives to occupy among people.

Each person’s psyche is a lopsided construction that attempts to pursue certain kinds of information (stimuli) while minimizing others. This is what socionic type describes. This lopsidedness creates a need for social cooperation. The nature of close cooperation (relationships) between people depends on how well-suited people’s lopsided psychic tendencies are to each other. This is what intertype relations are about.

The origins of socionics

As the story goes, founder of socionics Aushra Augusta (she shortened her last name from “Augustinavichiute” to “Augusta” to make it easier for foreigners) was mulling over fundamental issues of human existence (“why are some relationships good and others bad despite everyone’s intention to have good ones?”) in Vilnius, Lithuania in the 1970s, when she came across a number of typological systems that influenced her thoughts — Kretschmer’s psychosomatic types (i.e. endomorphs, mesomorphs, and ectomorphs), Kempinsky’s (now a forgotten Polish psychiatrist) concept of “information metabolism,” and — most of all — Carl Jung’s typology of psychological types.

Augusta created symbols to represent the functions described by Carl Jung and — together with a circle of fellow researchers/hobbyists — eventually created what is known as the “socionic model of the psyche” — a neat description of the psyche where each of the 8 information elements has its place in each person’s psyche. This was quite a development on Jung’s typology and introduced many new concepts, including the mechanisms that explain how types interact.

Socionic types

The 16 socionic types differ on four axes (called ‘dichotomies’): rationality/irrationality, extraversion/introversion, intuition/sensing, and logic/ethics. Each type has one characteristic from each of the dichotomies, making 16 possible combinations. This does not mean there is a complete absence of the opposite mechanism, however. It means that one is more flexible and multi-faceted, while the other is more rigid and simplistic.

Although types often display similar values, life strategies, general behavior, and facial expressions, such traits such as IQ, musical talent, sports abilities, charisma, “personal power,” etc. are little related to type. A review of how socionists have typed famous people will demonstrate this. No type is inherently “predisposed” for success or failure in life. A common error of socionics enthusiasts is to try to relate non-socionic traits to socionic types.

In addition, socionics does not view type structure as being so rigid that a person can change little in life. One’s positive or negative thinking patterns, overall outlook on life, and emotional health are not tied to type and are quite flexible. However, socionic type is one of the things — along with inborn physiological traits — that does not change, even if outward behavior, emotional states, and attitudes do. Socionic type describes psychic mechanisms so “deep” that they are difficult to gain a full awareness of, much less modify in some way (but then, why would you want to modify them??).

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Intertype relations

The basic difference between socionics and other typologies is socionics’ theory of intertype relations. Socionics is not a typology of personality, but a typology of perceptual traits that define one’s relationships with others. Hence, we should not be surprised to see significant personality differences between individuals of the same socionic type — as long as we see that there is a similar pattern of intertype relations.

Intertype relations describe the nature of interaction and information interchange between two people at a close psychological distance by describing how partners’ psychic functions interrelate. These socionic relationships range from very difficult and potentially harmful to one’s self-realization to very beneficial and pleasant to the psyche. Intertype relations most influence one’s informal relationships with others, where one chooses friends based on pleasure and mutual benefit (cooperation).

Duality and dual relations

Socionics_duality_ILE-SEI   ILE & SEI

A unique aspect of socionics is the discovery of complementary psychic structures. Jung and his followers recognized a particular attraction between individuals with certain leading functions, but these observations were not developed into a full-fledged theory, and the Meyers-Briggs system does not seem to address them at all.

Each of the 16 socionic types has its ‘dual’ type. The essence of dual relations is that the natural information output of one type is the preferred information input of the other. Having a dual or dual around stimulates one to use one’s strengths as much as possible. Even their mere physical presence tends to exert a calming and balancing influence. Dual relations develop around the strongest functions of each partner and keep mental and physical functioning balanced, while directing partners’ energy towards constructive and rewarding activities.

Socionics and the MBTI

At some point Augusta and her associates learned of Isabel Briggs Myers’ and her mother Katharine Cook Briggs’ development of Jung’s typology across the ocean in the United States. Newcomers to socionics in the West often have to face the difficulty of trying to distinguish between the two typologies. They are fundamentally different and cannot be treated as “the same types, but with different type names.”

Those who look deeply into socionics and the MBTI recognize that socionics’ theoretical apparatus is more systematic and logical in nature — and simply larger. Indeed, socionics was created by a “thinking” type, while the MBTI was created by “feeling” types (a quick review of sites on the two fields will make this clear). That is just the beginning of the differences.

I personally, of course, find socionics to be a big improvement on the MBTI, but I’m sure there are ardent followers of the MBTI that hold the opposite opinion.

The four socionic dichotomies appear to be very similar to the dichotomies used by the MBTI system. However, close inquiry reveals that there are many subtle differences. If you assume the dichotomies are the same and equate each socionic type to an MBTI type, some socionic types will overlap to a large degree with their MBTI counterparts, others will partially overlap, and yet others will seem to be completely different. If the types were truly equivalent, a similar theory of intertype relations would have arisen in the MBTI system — but there is none. On the whole, MBTI and socionics types seem to correlate in roughly 30% of cases. That is not nearly enough to consider the two typologies close approximations of each other.

The socionics community

There is a large socionics community across the Russian-speaking world. In many if not most large cities of the former Soviet Union there are people who hold evening classes on socionics and social gatherings for people interested in socionics. Centers of socionics are Kiev (Ukraine), Moscow and St. Petersburg (Russia), and Vilnius (Lithuania). Here socionics conferences take place where socionists present and discuss papers and studies and most books on socionics are published (there are now maybe 40 or 50 books on socionics, primarily in Russian, but also with a few in Ukrainian and Lithuanian).

At the same time, socionics is a decentralized field of study. There is no central body that is universally recognized as the single authority in the field or that dictates methodology, type identification, etc. Socionics arose outside of the academic world (although Augusta was a sociologist) and has not yet obtained official academic recognization, though it is now often mentioned in psychology courses in universities around the former USSR. Competent and respected socionists generally are known in the community and publish in community journals and participate in seminars and professional dialogue.

Socionics is held together by numerous enthusiasts and scattered professionals — who publish books and journals, teach courses, diagnose types, and consult individuals, families, and even entire organizations.

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It All Starts With the Customer…

I started a huge focus on “Customer Experience” about 3 years ago, when I started looking for a new career path. I foresaw “Customer Experience” becoming the main focus of modern business (and also my way of getting into the tech industry).

I didn’t have tech industry experience, but I did have a decade of leadership experience in customer-centric environments, mostly in restaurants. In restaurants, the customer experience happens quickly, which mirrors how almost every business operates now that we live in a “connected world.”

  • A customer reads an advertisement
  • Calls on the phone
  • Visits the host stand
  • Gets walked to the table
  • Gets taken care of by the waiter
  • Drinks are made by the bar
  • Food is made by the kitchen
  • Cleanliness is maintained by the bussers

Every single one of those separate interactions serve as “touch points” where a customer interacts with the business. So, these departments must not be managed individually, but looked at as equally important aspects of a customer’s journey.

If you drop the ball in any of the areas, the customer experience is bad, resulting in an eventual decline of sales. In the “connected world” that we now live in, every single business now has to take this “customer experience” methodology into account:

  • An advertisement that a user clicks on
  • The look, feel, and user-friendliness of the website.
  • All social media engagement.
  • Signing up for a service or buying a product.
  • The quality of the product or service.
  • Any support that a user needs or questions they may have.
  • Any problem that may arise and how it’s dealt with.

All of them are “touch points,” just like in a restaurant. Every single interaction that a customer has with any area of a business contributes to their overall experience. If any of these areas fail to impress the customer, sales will eventually go down.

Online Business’s Customer Experience:

Online Customer Experience

Everything now runs like a restaurant, with multiple areas of specialty converging simultaneously on the customer. Businesses can no longer be managed separately in compartments. Leaders in a business must be cross-functional, look at the big picture, and take into account how each department affects one another and what impact they have on customer experience.

Everything is a Touchpoint:

All the Possible Touch Points of Customer Experience
Department heads can’t just be grouped together once in a while during a staff meeting, either; There needs to be leaders who always look at the individual departments as pieces of a whole.

This means that leaders in a “connected world” should not be extremely specialized in one function, but instead be adaptive generalists who can just as easily talk with developers, designers, engineers, customer support staff, business strategists, marketing specialists, salesmen, or executives.

Generic Customer Experience

More than that, they must be able to communicate the “big picture” to each department in a way that it can identify with. Leaders must inspire the big, shared vision of excellent customer experiences to every employee.

“What we need to do is learn to work in the system, by which I mean that everybody, every team, every platform, every division, every component is there not for competitive profit or recognition, but for contribution to the system as a whole on a win-win basis.”

– W. Edwards Deming

The Connected World

As society continues to evolve, due to connectivity, businesses must also evolve. This may mean changing the organizational structure or looking for leaders with a different set of skills than what has worked in the past.

Connectivity can be good or bad. While people are waiting a long time or receiving bad service, they are equipped with smartphones and can post/ tweet/ text/ etc. their experiences in real-time to hundreds of their connections. Twice as many people talk about bad experiences than good ones, too. However, having a good experience is rewarded with repeat business and referrals.

One thing that is becoming more apparent to those in the tech industry (as well as other industries, such as medical) is the focus on providing exceptional customer experiences. Looking at each and every touchpoint a customer has with a business as one aspect of the customer’s journey. This means breaking down the walls that separate departments and seeing the big picture.

Medical Customer Experience:

Medical Visit Customer Experience

Where was “Customer Experience” a primary focus long before it became a buzzword?

Restaurants.

When managing a high volume restaurant, the lead manager must work together with every department, in real time, to ensure a positive experience for the customer (despite the fact that each department operates fundamentally different). A great restaurant manager must be in constant communication with all departments, despite their differences, to achieve the shared goal of excellent customer experience.

The tech (and every) industry needs those same type of leaders: Someone who floats effortlessly from designers, developers, engineers, marketers, business strategists, and salesman. Someone who can speak the language of each department and inspire the same shared vision: excellent customer experience.

Generic Customer Experiences - Exceptional vs Good

If even one of the departments fail to share the vision, that customer may be lost forever to the competition. In the “connected world” that we live in today, it probably also means the loss of several other customers and tarnishing of the brand name.

Customer Experience - Companies Can No Longer Hide in a Connected World