By Sherif Attar
In a world of ever-changing ambiguity and uncertainty, executives have to face two challenges: excellent performance and people development. Where many managers think those endeavours are “competing”, this author believes they are “completing”. GET DOWN TO BUSINESS argues.
McCartney and McDonald’s?…What do they have in common?
Desperate times call for creative decisions. Are we in desperate times? You bet! Are we making creative decisions? Hmm…well..(and all that!)
Let’s look into that. In Alex Osborn’s book “Applied Imagination” (1953), creative was introduced as “re-creative” using his technique “Brainstorming”. One way of re-creativity is to check your past work and be inspired to develop “new” solutions for tomorrow.
There is a couple of business reinventions I would like to share here as brilliant examples to rest my case.
• Case one: McDonald’s McCafe. The fast food chain has been serving coffee since the 40’s, so what’s new? With the big boom of local and international coffee shops and cafe, McDonald’s outlets are re-launched as McCafe. They also turned their limitations of not having too many coffee varieties into a benefit. Ordering coffee McDonald’s way is simpler, easier and faster! The branches are re-designed to give a coffee shop impression. This is beyond re-branding, this is a dual branding! You go to McDonald’s for fast food, or go to McCafe for coffee or cappuccino. And you know what is funny: it’s the same shop!
• Case two: The Beatles. You may know that the Beatles have officially disbanded in 1970 (Ed:..may know?). Two of the band members are no longer with us: John Lennon, the creative power behind the group, and George Harrison, the lead guitarist with the quiet influence. However, Paul McCartney, one of the surviving Beatles who turns 80 this summer, is still milking the Beatles-fame and his latest tour proves it! So, more that 50 years after the Fab Four said goodbye, the man is shooting later this month a tour called “Paul McCartney Got Back”. The tour is named after the Beatles rockumentary: Peter Jackson’s TV mini-series “Get Back”(2021) which, in turn, was based on the old Beatles chart buster “Get Back”(1969): a double reinvention!
What is all this telling us? Simply put, check your old files, processes, products,….even failed projects for something that can appeal to today’s market. It just needs a relaxed team with open-minded approach, a quiet room armed with all the company back files. This practice could also be a lot of fun. Imagine experimenting with your old stuff reflecting on “How it makes sense in 2022?”.
The process: A simple technique like brainstorming might do the trick. Allow all ideas to come out without any evaluation or restriction. Invite others to share ideas if you run out. From my practical experience, a brainstorming session is most productive if you have a small group of say eight people. If the group is larger, split them in two in separate rooms. As a matter of fact, one of my most intriguing experiences was to brainstorm the entire staff of one company in the UAE (about 500 people!) on one day. The process I used then was a mix of two versions of brainstorming namely: “Slip Method” and “Brainwriting”. How does it work? Glad you asked! You create a WhatsApp group and ask all staff to post ideas for new products/process on a given day. You may encourage them to add to existing ideas they see on the app or be inspired by them to create new ones. Voila! The sorting out of the ideas listed, however, might take a few days, but it is a toil of passion and excitement. At least we now know what McCartney and McDonald’s have in common…well, other than the Big Mac of course!
For questions or suggestions, please send your comments.
Sherif Attar, an independent management consultant/trainer and organisation development authority, delivers seminars in the US, Europe, Middle East and the Far East.
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