Mastering  Data:    Smart  Awareness  Steve  Stanton,  Managing  Director  

Webinar    March  30,  2016  

For  more  informa6on,  go  to  fcbpartners.com  or  call  Lindsay  Field  617.245.0265  

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The  Problem  with  Measurement  Is  A  Symptom  of  a  Deeper  Issue  Too  busy  to  think  busyness  of  business  

Then  the  urgent  drives  out  the  important  an  absence  of  insight  

Flying  blind,  deaf,  and  dumb  intui6on,  history,  and  luck  

While  our  world  is  full  of  data  inside  and  outside  

But  most  organizaCons  have  no  disciplined  way  to  collect,  analyze,  and  use  that  data  ad-­‐hocracy  

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To  Make  MaEers  Worse  

“In  our  unpredictable  and  vola7le  world,  the  past  is  no  guide  to  the  future,  trends  can  be  misleading,  and  surprises  are  frequent.”    

Steven  Haeckel,  The  Adap7ve  Organiza7on  

 

And,  surprises  are  almost  always  bad  

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What’s  Your  ROI?  (Return  on  InformaCon)  

Intelligence    in  ac6on  

Poten6al  Value  

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Measurement  Foibles  Innumerable  way  too  many  

Illogical  missing  logic  

Imprecise  inaccurate  representa6on  of  underlying  phenomena  

Irrelevant  useless  for  ac6on  

Incomprehensible  financial  gobbledygook  

Incomplete  func6onal  slices  

IdioCc  twisted  for  vanity  

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The  Four  QuesCons  of  Measurement  

Why  measure?  you  must  know  the  purpose  of  measurement,  before  how,  which,  when,  and  where  

What  to  measure?  illuminated  by  the  understanding  of  how  value  is  created  or  wasted  

Where  to  set  performance  targets?  by  balancing  the  needs  of  mul6ple  stakeholders  

How  to  measure?  establishing  a  process  with  discipline  

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The  True  Purpose  of  Measurement  The  first  goal  of  measurement  is  to  translate  enterprise  strategy  into  process  and  performer  goals  serving  as  a  RoseSa  Stone  

The  second  goal  of  measurement  is  to  idenCfy  how  to  improve  business  performance  by  understanding  how  stakeholder  value  is  created  

The  third  goal  of  measurement  is  to  reduce  uncertainty  and  complexity  by  using  data  through  experimenta6on  and  learning  

The  fourth  goal  of  measurement  is  to  communicate  what  is  important  to  achieve  alignment  and  focus  

 

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The  ConCnuum  

Data Information Knowledge Wisdom

Context Validation

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The  Only  SoluCon  –  Smart  Awareness  

1.  Self-­‐Knowledge  through  thoughWul  metrics  that  illuminate  how  our  organiza6ons  create  value  

2.  Sen6ence  through  Market  Sensing  that  allows  us  to  safely  and  profitably  navigate  through  a  complex  and  turbulent  marketplace  

Together,  they  represent  a  new  nervous  system  for  the  organiza7on  that  supports  Smart  Work  

 

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Serious  Measurement:    Self  Knowledge  

•  It  takes  6me  and  insight  to  iden6fy  the  dominant  drivers  of  value  crea6on  

•  It  takes  discipline  to  select  the  few  (80/20)  truly  key  metrics  

•  It  takes  data  from  experimenta6on  to  validate  those  metrics  

•  It  takes  non-­‐stop  awareness  to  update  those  metrics  when  needed  

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Serious  Sensing  

•  GE:    “We’re  not  smart  enough  to  predict  the  future,  so  we  have  to  get  beHer  at  reac7ng  to  it  more  quickly”  

•  Niels  Bohr:    “Predic7on  is  very  difficult,  especially  about  the  future”  

 

But,  how  will  we  know?  

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Example:    Customer  Sensing  Disciplined  process  of  collecCon,  analysis,  and  distribuCon  

Lost-­‐Customer  audits  

Get  your  execs  into  the  marketplace  

Other  tacCcs:  •  reading  their  industry  magazines  •  mapping  their  customer  journey    •  turning  your  call  centers  into  sensory  organs,  data-­‐driven  listening  

posts;  a  complaint  is  a  signal  •  making  salespeople  responsible  for  compe66ve  intelligence  •  cracing  powerful  customer  personae  and  tes6ng  them  •  going  to  customers’  industry  conferences  •  mapping  customers’  financials  to  understand  how  they  make  money  

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Johari  Window  

Use:  What  we  know  that  we  know  

Search:    What    we  know  that  we  don’t  know  

Sense:    What  we  don’t  know  that    we  don’t  know  

Share:    What  we    don’t  know  that  we  do  know  

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The  Zen  of  Sensing  

The  most  important  informa6on  is  the  informa6on  you  don’t  have  

 

The  most  important  ques6ons  are  the  ques6ons  you  can’t  answer  

 

The  biggest  discoveries  lie  in  the  informa6on  you  haven’t  sought  and  in  the  ques6ons  you  haven’t  asked  

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FCB  2016  Public  Courses  

Event   Dates  and  LocaCon  

Change  Leaders  and  Catalysts   Advanced  Cer7fica7on  Course  Arlington,  VA,  April  4-­‐5  

Process  Redesign   Hammer  Cer7fica7on  Course  Arlington,  VA,  April  5-­‐8  

ImplementaCon  and  ExecuCon   Advanced  Cer7fica7on  Course  Arlington,  VA,  April  6-­‐7  

Power  of  Process   Hammer  Cer7fica7on  Course  New  Orleans,  LA,  October  24-­‐25  

Leading  TransformaCon   Hammer  Cer7fica7on  Course  New  Orleans,  LA,  October  26-­‐28  

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For  More  InformaCon  FCB  Partners  

 Lindsay  Field,  Program  Director  

617  245  0265  lfield@fcbpartners.com