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Tag: Marketing Forward

  • 5 Unexpected Life Changes You Might Experience When Starting a Business | Entrepreneur

    5 Unexpected Life Changes You Might Experience When Starting a Business | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Starting a business is a goal many people pursue at some point in their lives. Once we see the potential in us and grow to believe in our expertise, we begin considering what would it be for us to start fresh and become our own boss. As intriguing and exciting as it may sound, sometimes business ownership arrives with unexpected life changes we haven’t seen coming.

    Oftentimes I’ve spoken about what we need to be prepared for business-wise — things like saving up for initial investments, finding the perfect business niche and learning how to spot great employees are just the tip of the iceberg when it comes to fully submerging ourselves in the world of entrepreneurship. With time, we usually learn how to adapt and overcome obstacles along the way that are strictly work-related, but what about the certain amount of change we’d be witnessing during our outside-of-office hours?

    Truth be told, it would be rather naïve on our part to believe that such a huge event like starting a business won’t affect our personal and social life in any way. That’s why I’ve decided to shed some light on five unexpected life changes you might witness once becoming a business owner. It’s better to be prepared and informed instead of being taken off guard.

    Related: Starting a Business Isn’t What You Think. Here’s What to Expect Instead.

    1. Your professional and personal lives will inevitably mix

    Right at the beginning of my CEO journey, I assumed the biggest hardships I’m about to witness would revolve around the establishment of my company. Details like building a portfolio, finding the best employees and getting our work out there took a considerable amount of my time, and yet I knew quite well this is what the road ahead is supposed to look like. As busy as it got, I was somewhat prepared — after all, the majority of aspiring entrepreneurs have a good understanding of how their professional life is about to change once they step into the world of business ownership.

    But here’s the thing — our professional and personal lives are so intertwined that is almost impossible for one not to affect the other.

    Feeling constantly overwhelmed, the long working hours, the overall work-related pressure and stress and monitoring how’s your business going on weekends are simply a small part of all business-related consequences that might affect our outside-of-office hours. Naturally, we’d feel pressured by time and deadlines and this could cause disruptions in the way we choose/can to spend our free time. What’s more, all those predispositions may lead to somewhat unexpected changes in our lives that we couldn’t see coming and may bring discomfort and struggle in the area.

    2. You may notice your social circle shrinking

    As disturbing as it may sound, many entrepreneurs (especially right at the beginning of their career journey) share that their friends appear to be drifting away from them once they launched their gigs.

    There could be numerous reasons for this: For instance, people from your social circle might feel neglected or as if you’ve chosen work over spending quality time with them. Another possible, yet bitter option, is that they might start witnessing their lack of development as now you’re skyrocketing your own business.

    Whatever the reason is, your social circle shrinking is a plausible outcome of your entrepreneurial goals — and it’s better for you to be prepared, just in case. Honest and open conversations about how each person feels usually help get rid of the issues and misunderstandings and you can all salvage the relationship.

    Related: How to Prevent Your Business From Ruining Your Personal Life

    3. New people may come into your life and stay for good

    Usually, when people opt for business establishments, they need to communicate with fellow entrepreneurs, clients, prospective investors, etc. The more you put yourself out there and attend networking events, the higher the chance is for you to widen your social circle and let newcomers appear. More often than not, relationships built on mutual business interests tend to last for long as people share experience and expertise, while also providing support and guidance.

    4. You might find it extra hard to keep a balance between work and personal life

    When we are employed, we usually treasure our time off from work and look forward to it, but things change when we lead our own business. You might find it hard to juggle between opening your laptop and checking that minor detail on a Sunday afternoon even though it could wait until Monday, especially at the beginning.

    In the long-term, this lack of balance and fruitful relaxation time could have a tremendous effect on your mental health as you’d find yourself always being at work subconsciously. So it’s important to set certain standards for yourself when it comes to taking some time off and enjoying life outside of the office.

    5. You might experience a change of heart when it comes to your career

    Some people find out business ownership is not as enjoyable as they thought it was and prefer getting back to being employed. Others might enjoy running an enterprise in general, but realize their desired niche is not the one they primarily chose. All those instances, even though troublesome at first, are a good thing — it’s the ultimate path toward self-discovery and paving one’s way to a successful career that aligns with who they are.

    Related: 10 Ways to Improve the Quality of Your Business Life

    Of course, all those are assumptions — as often as they may appear, some entrepreneurs never face obstacles and difficulties of this sort. It doesn’t hurt to be prepared though — owning a business isn’t merely about running some numbers and never expecting anything to be different. At the end of the day, change helps us grow.

    Ivan Popov

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  • If You Aren’t Hitting These Metrics, You’re Losing Customers | Entrepreneur

    If You Aren’t Hitting These Metrics, You’re Losing Customers | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    The word “engagement” has generated quite a buzz over the past several years. It seems everyone is worried about their customers’ level of engagement and what it takes to keep those levels high, but what exactly is it and how do you best measure it?

    Put simply, customer engagement is the relationship you create that fosters brand loyalty and it happens by delivering connected, aligned experiences to your customers instead of one-off transactions. It is also usually a strong indicator of how happy your customers are with your product or services and ultimately how likely they are to stick with you. Disengaged customers on the other hand are likely not going to stick around for the long haul. As such, you must be able to keep a pulse on customer engagement across a number of factors quickly and easily.

    So what metrics can you put into place to accurately assess engagement? Based on my nearly 25-year career in B2B software sales and marketing, these are the five most important factors metrics and why they matter most.

    Related: 6 Marketing Metrics Every Business Should Track

    First-week engagement

    A customer’s engagement with your company and brand is rarely going to be higher than at the beginning of their tenure with you. Your product or service benefits are fresh in the customer’s mind, and it’s up to you to make the most of that enthusiasm the best that you can. This is especially true if your product or service offering is lesser known; larger brands with established reputations enjoy the benefit of legacy marketing efforts that make customers less likely to abandon them when frustrated. If you’re not a well-known brand, that first week is even more important.

    Something that can help with first-week engagement is literally showing your customers their onboarding process — guiding, tracking and displaying the progress they’re making to get them up and running. If they can visualize where they are in their own journey, they’re more likely to stay engaged and thus, more likely to stick with you.

    While there may be bumps in the road during onboarding, the key is to be ready to help with reliable customer support when they reach out. Things like chatbots, onboarding “how-to” videos and FAQs can be helpful here, but nothing is going to replace one-to-one interaction with a dedicated onboarding specialist or support team member. Show your customer they’re valuable right off the bat by providing dedicated support.

    Net Promoter Score (NPS)

    Are your customers happy enough to recommend you to their friends? If your customers aren’t likely to recommend you, you have a big problem. That’s why measuring NPS is critical.

    When your customers are surveyed, they’re almost certainly being asked on a scale of 1 to 10 how likely they are to recommend your company/product — and the hope is that your most engaged, happiest customers will help spread the word about you. Those who score 0 to 6 are called “detractors,” 7-8 are called “passives” and 9-10 are engaged, happy customers — your “promoters.”

    Your NPS = promoter percentage – detractor percentage. Generally speaking, a great way to track your brand health (and predict revenue) is from NPS.

    Related: Redefining Customer Engagement in a World Where Data Privacy Reigns

    Customer satisfaction (CSAT)

    One step simpler than the NPS is a CSAT score, which is often measured in a quick 1 to 5 star or emoji rating, and it’s something all companies can benefit from. These fast check-ins are easy for customers to execute quickly (they’re literally just one question) and help brands measure engagement. It might help to think of NPS as tracking customer loyalty, while CSAT tracks customer satisfaction — and both are important.

    Smaller businesses and startups must measure CSAT as they keep a pulse on how well their new-to-market solutions are working, while bigger brands need the metrics when rolling out upgrades to their platforms.

    User activity metrics

    One of the most important metrics you can keep tabs on is user activity metrics — daily and monthly active users (DAUs and MAUs) — because they show you how engaging your product is and how often customers are using different aspects of your product. If customers don’t use your product or its key features that drive value, it isn’t “sticky,” and that’s a bad sign. The last thing you want is a surge of sign-ons followed by your product sitting idly unused; your customers won’t be your customers for long.

    These metrics are important for all companies, from tiny startups to tech behemoths. Small to medium-sized companies can benefit from this metric by acknowledging marketing strategy milestones, and MAUs are important for large companies to maximize their market share for ever-important bottom-line profitability. But it doesn’t stop there — DAUs and MAUs don’t just indicate market share. MAUs are your benchmarks, DAUs are your indicators, and if you see a big difference between the two, something could be going wrong.

    Related: Customer Experience Is Gaining Traction. But Are We Measuring It The Right Way?

    “Stickiness”

    We mentioned above that DAUs and MAUs can show how “sticky” your offering is — but what does this mean? This very important metric shows how engaged and happy your customers are with your product/service based on how often they come back to it. It’s an easy and effective way to see how likely they are to “stick” with you and all you need is a simple formula: DAU/ MAU = Stickiness.

    You may see businesses use churn rate as an alternative measure for stickiness, but once a customer is gone, they’re gone; using DAU and MAU allows for a more proactive approach in combating issues while your customers are still your customers.

    Engagement isn’t just an industry buzzword that you can ignore. If you care about retaining your customers, you care about engagement and you should care about measuring it. With the right metrics and tools, you can be sure your customers will stick with you for the long haul.

    Chip House

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  • Does DEI Training Work? It Depends How Proactive It Is. | Entrepreneur

    Does DEI Training Work? It Depends How Proactive It Is. | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    The key question leaders are asking is: Does diversity, equity and inclusion (DEI) training work?

    The answer is not a simple “yes” or “no.” It depends on how the work is being positioned inside the organization.

    • Is it intentional?
    • Is it consistent?
    • Is it fully supported by senior leadership?

    DEI is ineffective when it is forced, the progress isn’t measured and it is not supported by senior leadership. However, when the commitment is intentional and consistent by leadership and measured over time, organizations experience results. They see higher rates of innovation, improved decision making and higher profitability than their industry peers.

    When DEI work fluctuates with the news cycle or DEI training is done as a check-the-box one-time approach, it can do more harm than good. DEI is not a short-term endeavor. Organizations that are proactive with DEI, weaving it into their strategy, addressing systemic issues and measuring outcomes see better results over time.

    Let’s compare the different approaches of two organizations that launched DEI initiatives.

    Related: Is Diversity Work Actually Helping or Hurting Businesses? The Answer Is Complex.

    Organization A: Reactive

    Reacting to events in the news cycle, they immediately sprang into action. Although timely, they overshadowed their efforts by making bold statements and donations to charitable causes aligned with newsworthy topics. The quick response and unclear messaging confused employees about why, suddenly, they were being forced to participate in DEI training and for what purpose.

    Organization A’s initiative backfired because the employees sensed that the organization was performing an empty, “check-the-box” initiative to tout that they were promoting DEI; without the intention to actually create an equitable workplace culture. They didn’t have the organizational baseline data necessary to build a strategic plan and measure the impact over time. Naturally, events in the news cycle faded — and so did the organization’s efforts. This led to a decrease in employee engagement and, unfortunately, resistance from employees to participate in future DEI endeavors.

    Organization B: Proactive

    In this case, members of the leadership team were intentional with their efforts. They surveyed the entire organization to uncover current perceptions of DEI (established a baseline), utilized a dashboard to measure impact over time, conducted listening sessions to garner support, and used all collected data to inform their initiatives. Organization B then built a strategic DEI communication program that featured consistent, “bite-sized” communications and monthly touchpoints for managers. Their outcome was successful and led to an increase, year over year, in DEI metrics, higher retention and promotion rates of employees in marginalized groups.

    From both case studies, reactive and proactive, we can surmise that reactive responses to news cycles or haphazardly assembled, performative initiatives designed to create an outward appearance of an organization being DEI compliant, fail to land and create further division, confusion and frustration with employees. Proactive planning and organizational leadership that presents a consistent and united front with their messaging are necessary for a successful DEI initiative.

    Related: How to Promote Diversity, Equity and Inclusion in Your Workplace

    How to be proactive

    1. Be intentional

    DEI training needs to be tied to the overall strategy and embedded in the organizational culture. A strong DEI strategy answers what it means at our organization and why it matters here, now and ongoing. Get a baseline assessment of where you are at on the DEI journey and utilize the feedback to draft a mission statement that will drive the common purpose within the entire organization.

    2. Be consistent

    Once a clear mission statement has been crafted it should be prominent in every communication about DEI. By including it in all DEI-related communications over time, employees that may be skeptical or may not see the value in DEI will start to see how it shapes the employee experience. Often, the smaller bite-sized communications can meet people where they are at and build momentum for addressing systemic issues like pay equity and bias in hiring and performance processes.

    3. Gain full leadership support

    When leading DEI work, encourage everyone to fully participate on a consistent basis, especially senior leadership. Make participation highly encouraged or expected so that people feel psychologically safe joining and not forced. Involve folks in the process to gain buy-in early and often.

    Leadership should be clear, consistent, and united in their communications regarding DEI. Employees should have a crystal-clear understanding of the importance of the DEI initiative to the organization, what is expected of them, and why their participation is essential. The clarity in this message will also be a deterrent to anyone adamantly opposed to participating in DEI, as there is no room for dissension when the purpose is clear.

    Related: Is This Diversity and Inclusion Concept the Missing Link for Real Change?

    DEI training does work when it is intentional, consistent and fully supported by senior leadership. Yet, when it is reactive, and only done opportunistically as a part of the news cycle, it can be detrimental. Leadership that is proactive with DEI work wins over time.

    Julie Kratz

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  • ChatGPT Is Changing At Least 1 Industry. Yours Could Be Next. | Entrepreneur

    ChatGPT Is Changing At Least 1 Industry. Yours Could Be Next. | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    What if you could chat with your favorite luxury brand and get personalized recommendations, discounts, and insights? Sounds too good to be true, right? Well, not anymore. Thanks to ChatGPT and other AI chatbots, the luxury retail industry is undergoing a radical transformation that is creating new opportunities for brands and consumers alike.

    ChatGPT is a state-of-the-art AI chatbot that can generate natural and engaging conversations with human users. It was developed by OpenAI, a research organization dedicated to creating artificial intelligence that can benefit humanity. ChatGPT can understand the context, tone and intent of the user’s messages and respond accordingly. It can also adapt to different domains, personalities and styles, making it a versatile and powerful tool for various applications.

    ChatGPT and other AI chatbots are transforming the luxury retail industry and creating new opportunities for brands and consumers, but several benefits and challenges lie in wait.

    Related: What Does ChatGPT Mean for the Future of Business?

    Benefits of ChatGPT

    ChatGPT can help luxury brands enhance customer service, engagement, loyalty and sales. Here are some of the ways it can benefit them:

    • Provide 24/7 customer support and answer common queries, such as product information, availability, delivery or returns. This can reduce the workload of human agents and improve customer satisfaction and retention.
    • Offer personalized recommendations and suggestions based on the user’s preferences, behavior and feedback. This can increase customer engagement and conversion rates, as well as upsell and cross-sell opportunities.
    • Create a unique and memorable brand voice and personality that can resonate with the user and reflect the brand’s values and identity. This can enhance the brand’s image and reputation and foster customer loyalty and advocacy.
    • Collect and analyze customer data and feedback and provide valuable insights and trends for the brand. This can help the brand improve its products, services and marketing strategies and optimize its performance and profitability.

    Chatbots are being well embraced by the market, and rightly so. According to a report by Juniper Research, AI chatbots are expected to save businesses $8 billion per year by 2022 and generate $112 billion in retail sales by 2023. Moreover, a survey by Capgemini found that 74% of consumers who have used AI chatbots are satisfied with their experience, and 48% of consumers are willing to spend more when their queries are resolved by chatbots.

    Related: Here’s How Your Business Can Use 3 Popular AI Content Creation Tools

    Challenges of ChatGPT

    Although ChatGPT offers numerous benefits for luxury brands, there are also some potential challenges to consider. Privacy and security are among the most significant concerns, as ChatGPT can collect and store sensitive customer data, such as personal information, preferences or feedback. This could expose the brand and customer to data breaches, hacking or misuse by third parties, putting both parties at risk.

    In addition to privacy and security concerns, ChatGPT may raise ethical and social issues for luxury brands. It can potentially deceive or manipulate users into believing it is a human with genuine emotions and opinions, eroding the trust and authenticity of the brand and customer relationship. This can create ethical dilemmas and conflicts of interest that could damage the brand’s reputation in the long run.

    Furthermore, ChatGPT may also compromise the quality and consistency of the brand and customer experience. It can generate inappropriate, inaccurate or offensive responses, or it may not be able to handle complex or specific queries, frustrating or alienating customers. This could damage the brand’s reputation and credibility, making it challenging to regain customer trust and loyalty.

    Dealing with the new challenges

    To address these challenges, luxury brands can implement various solutions and best practices when using ChatGPT. First and foremost, regular testing, monitoring and updating of the chatbot are essential to ensure accuracy, reliability and relevance. Any bugs or errors must be identified and addressed promptly to maintain the chatbot’s performance and effectiveness.

    Another critical consideration is data protection and security. Luxury brands must implement strict measures to safeguard customer data and privacy and ensure compliance with relevant laws and regulations. This may involve encrypting customer information, limiting access to authorized personnel and regularly auditing the system to identify vulnerabilities.

    Being transparent with customers about using an AI chatbot is also essential. Brands should disclose that they are interacting with a chatbot and provide an option to switch to a human agent if needed or requested. This will help build trust and maintain customer satisfaction.

    Finally, luxury brands must establish clear guidelines and policies for using ChatGPT. This will ensure that the chatbot’s responses are aligned with the brand’s values and goals and that customers receive consistent and high-quality interactions.

    Related: ChatGPT Just Got a Game-Changing Update — Here’s What to Know

    How ChatGPT is in action for luxury brands

    ChatGPT has become an increasingly popular tool for luxury brands to engage with customers in a more personalized and efficient manner. There are some successful and innovative cases of luxury brands utilizing this technology, demonstrating the value of ChatGPT in enhancing customer experience and driving business growth.

    Elevate, a luxury fashion brand created with ChatGPT, and Midjourney, a platform that connects designers and AI, are two names that have emerged in this space. Elevate is a fictional brand showcasing how ChatGPT can help with brand creation, from the design brief to the visual elements to the marketing strategy. Its chatbot can interact with customers and provide them with information, recommendations and feedback on the brand’s products and values.

    China’s retailers are eyeing the potential of ChatGPT and other AI chatbots to improve their customer conversion rate and engagement. China’s tech giants, such as Alibaba, Tencent and Baidu, are racing to introduce similar services to ChatGPT, which is taking the internet by storm.

    ChatGPT and other AI chatbots are transforming the luxury retail industry and creating new opportunities for brands and consumers. ChatGPT can help luxury brands enhance their customer service, engagement, loyalty and sales, as well as create a unique and memorable brand voice and personality. However, it remains to be seen how brands manage to accumulate customer attention and preserve their loyalty at a time when the AI-geared stage is set for all.

    Portia Antonia Alexis

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  • Creative Ways to Market Your Business on April Fools’ Day | Entrepreneur

    Creative Ways to Market Your Business on April Fools’ Day | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    April Fools’ Day has been a favorite holiday with pranksters for centuries. Over the past decade or so, some of the world’s biggest brands have embraced the April Fools’ spirit in a bid to connect with their markets.

    April Fools’ Day also offers excellent opportunities for small businesses to launch fun, lighthearted campaigns that connect with their audiences. Sharing a joke is a powerful tool to create exposure and build rapport quicker than straight-faced marketing campaigns.

    Related: 5 Funniest April Fools’ Day Marketing Stunts

    How big brands have embraced April Fools’ Day

    From scratch-and-sniff iPads to the 111th birthday of YouTube, April Fools’ Day has captured the imagination of marketing teams worldwide. In the United States, some of the biggest brands have recently played jokes on their audiences, including Tesla, Google and Burger King.

    1. Google Tulip

    In 2019, Google launched a machine learning-based product allowing users to communicate with plants. Complete with its own website and landing page, the campaign was widely shared on social media and generated a lot of positive feedback from the public.

    2. Teslaquila

    Admire him or not, Tesla founder Elon Musk knows how to generate headlines. In 2018, he used April Fools’ Day to tweet a photo of himself holding a bottle of “Teslaquila,” a fake tequila brand. The tweet went viral and generated a lot of media coverage, which helped to increase Tesla’s brand awareness.

    The story does not end here. Since then, Musk tried to patent the name and launch a real tequila product. The result is Tesla Tequila. As it turns out, the name Teslaquila falls foul of industry regulations.

    3. Burger King’s Chocolate Whopper

    In 2018, Burger King announced the launch of the “Chocolate Whopper.” The burger featured a chocolate patty, raspberry syrup, white chocolate rings, candied oranges and vanilla frosting on a bun. Initially only a joke, the campaign generated a lot of buzz on social media and increased Burger King’s brand awareness.

    In 2021, the company took its idea beyond a joke, launching a Chocolate Whopper in some of its Asian markets. Because the product was launched on April 1, customers took it as a joke at first. But the limited-edition burger made it on the menu.

    Related: Volkswagen’s Name Change and Cauliflower-Flavored Peeps Are Among 2021’s Top April Fool’s Day Jokes

    How small businesses can replicate April Fools’ success

    April Fools’ Day marketing campaigns have great potential to benefit brands. The key to launching a successful April Fools’ marketing bid is to align it with your audience, brand personality, and overall brand messaging.

    Surveys show that April Fools’ jokes are particularly popular among younger consumers. They also tend to be received better by men than women. In addition, April Fools’ campaigns should not deceive or seriously mislead customers.

    So, how can smaller businesses tread this fine line to increase awareness without alienating customers? Here are three ideas any business can try:

    1. Create a “fake” or limited-edition product

    Think of a product that is just close enough to your company’s actual products to make it realistic, yet outlandish enough to get your audiences talking.

    For example, in 2019, T-Mobile launched a “Smartshoephone.” The product pretended to be a shoe that consumers could use as a smartphone. This campaign generated buzz on social media, resulting in shares and comments. Another option is advertising a product that is available for one day only.

    2. Put humor at the heart of your campaign

    April Fools’ Day is all about humor and pranks. Small businesses can use that to their advantage by creating a funny video or meme showing their brand in a lighthearted way. This is a great way to stand out and create memories.

    Netflix achieved that in 2016 by releasing a “docuseries” called John Stamos: A Human, Being. The series simply showed the actor eating various foods. It generated significant buzz on social media.

    3. Launch a contest

    Ask your audience to share their best prank stories or create a funny video related to your brand. With the right prize, this kind of contest can truly drive engagement. Snapchat led the way in 2018 by hosting an April Fools’ Day “Prank Challenge,” which invited users to share their best prank videos. The winner received a $50,000 prize, and the campaign generated significant engagement.

    Related: 2017’s April Fool’s Gags, From LOL to Nope

    Marketing tactics for April Fools’ Day

    Like any other marketing campaign, an April Fools’ Day campaign needs to be well-planned and well-considered to achieve the desired results. While this can be a time to try out new marketing tactics, brands can also choose to rely on the tactics and channels they already prefer. Here is a look at some of the most effective tactics for brands in 2023.

    • Social media marketing: Social media marketing channels are ideal for reaching a wider audience on April Fools’ Day. A fun and engaging post featuring images and videos can quickly go viral. Use hashtags and shareable content to increase the reach of your post.
    • Email marketing: A humorous email that uniquely highlights your brand is another great way to engage audiences. Personalize your email and match it to your audience’s interests to increase the open and click-through rates.
    • Influencer marketing: Identify influencers in your niche who have a large following and a sense of humor and approach them for collaboration. You benefit by increasing your brand’s visibility and credibility.
    • Guerilla marketing: If your brand personality is creative and unconventional, guerilla marketing tactics like a flash mob, a street performance or a creative installation will get people talking.
    • Product placement: Partner with a popular TV show, movie or video game and create a humorous product placement, even if it is just for a day. You will increase your brand’s visibility and credibility among your target audience.

    Be inspired by real life

    In some cases, life writes the best stories, and you do not need to travel far to find inspiration for your company’s April Fools’ Day marketing. The flexible workspace platform Vallist is one such example. The company opened its doors on April 1, 2020, just as the pandemic took hold. While the team may have launched during a time of extreme uncertainty, they could not have picked a better time for their product.

    In fact, their vision turned out to be somewhat prescient. The irony of launching when other businesses were forced to shut down was not lost on Vallist’s founders either. Thanks to sustained growth over the past three years, the company is now expanding and opening another flexible workspace platform in New York City’s Bryant Park on April 1, 2023. No joke, but the pun is fully intended.

    Related: How to Drive Major Sales on Minor Holidays (Like Today’s April Fools’ Day)

    Final thoughts

    April Fools’ Day gives brands a unique opportunity to reach audiences lightheartedly and memorably. Choose these creative marketing tactics to engage with your customers and increase brand visibility and credibility. Remember to keep your messaging aligned with your brand’s values and personality, and have fun with it!

    Jessica Wong

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  • How ChatGPT and Generative AI Can Transform Your Business | Entrepreneur

    How ChatGPT and Generative AI Can Transform Your Business | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Arguably the first public-facing instance of AI to truly go viral, ChatGPT stands poised to revolutionize many aspects of the modern business world. While other use cases for AI continue to make an impact, especially in automation, this example of generative AI appears poised to take things to another level. Essentially a supercharged chatbot, ChatGPT boasts the ability to produce written content, including documentation, articles and even prose.

    Needless to say, generative AI has the potential to optimize a variety of corporate functions. These include new product ideation, project management, customer service, marketing and so much more. In fact, the possibilities seem limited only by the imagination of the user. Notably, instead of replacing the human workforce, it serves to make employees more productive and able to focus on more value-added tasks.

    So let’s take a high-level overview of how generative AI might transform your fledgling business. It might be ChatGPT, Google’s Bard or any of the other emerging apps using the natural language processing at the heart of similar AI-powered tools. The benefits of this technology innovation remain crucial for any entrepreneur to grasp.

    Related: How Businesses Use AI to Boost Revenue

    An AI-powered creative assistant

    As noted earlier, ChatGPT’s natural language processing and generative features set it apart from other AI-powered tools. In fact, you might already boast some familiarity with the basic customer service chatbots being used today. Some securities firms even leverage automated trading bots that rely on machine learning. Expect something more transformative with generative AI.

    Any entrepreneur has experience trying to brainstorm compelling new business ideas. ChatGPT helps optimize this ideation process crucial to any startup or other emerging business. As opposed to trusting the tool to generate these ideas without any human assistance, generative AI only serves to work in concert with your project team. You still need to vet each idea to see if it makes sense in addition to determining whether a relevant target market exists.

    Still, when considering the fact that most startups struggle to find the funding to bootstrap their early operations, having a creative tool at the ready makes perfect sense. It might help your newly-formed startup by authoring a draft of a job ad, a grant funding proposal or even a search for potential venture studio partners. Of course, you still need to work closely with the tool to verify its output, but this approach definitely adds value to any emerging business.

    Related: Should You Jump on the ChatGPT Bandwagon? Consider These Tips First.

    Other intriguing business use cases for generative AI

    Needless to say, there is a myriad of interesting use cases for generative AI, including ChatGPT, Google Bard and others. For example, generative AI helps marketing by producing drafts for ad copy, social media posts, press releases and more. Other generative tools even create videos and music soundtracks, although their overall quality suffers at this early stage.

    Since customer service served as an original use-case for chatbots, it stands to reason the higher quality of generative AI provides an even better experience to customers and clients. Expect future model enhancements to support specific industries and topics. With automated trading currently in use in the financial world, generative AI provides a significant improvement to this approach, especially in determining and supporting the specific needs of each customer.

    The software development process already benefits from automation, especially at shops leveraging DevOps. Adding ChatGPT to the equation helps with code documentation, debugging, QA and more. Once again, this tool makes your developers more productive as opposed to replacing them. The importance of high-velocity software development to many startups definitely makes generative AI worthy of exploration.

    The current limitations of ChatGPT and generative AI

    It’s also important to understand that ChatGPT and other generative AI tools rely on the initial input query. Even more critical is the underlying data used to train the machine learning model where it finds the answers to those questions. Like many other technology applications, it essentially works as a black box. As such, the quality of its output ultimately depends on the quality of the input, especially that critical machine learning model.

    For example, ChatGPT’s data model at the time of this writing only includes historical information up to 2021. So it’s unable to tell you Argentina won the 2022 World Cup when asked. Early media reports from users of the tool are also filled with various inaccuracies or other biases generated by ChatGPT. Once again, it emphasizes the concept that generative AI remains a tool better framed as an assistant instead of something to replace your employees.

    Related: The Dark Side of ChatGPT: Employees & Businesses Need to Prepare Now

    Even when considering those limitations, it remains obvious that generative AI provides startups with a myriad of advantages, especially in their earliest stages. Expect the benefits to continue to grow as the technology matures and the underlying machine-learning models consume more data.

    The ability of this type of AI to eventually generate high-quality videos and other media also enhances the potential use cases. Needless to say, any entrepreneur needs to pay close attention to the latest news on generative AI and its most popular exponents like ChatGPT and potentially Google Bard. It just might be the special sauce your emerging business needs.

    Andrew Amann

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  • I Got to Use OpenAI’s GPT-4 — Here’s Why It’s a Gamechanger. | Entrepreneur

    I Got to Use OpenAI’s GPT-4 — Here’s Why It’s a Gamechanger. | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Have you ever wondered what the future of artificial intelligence might look like? Well, I recently had the incredible opportunity to use the latest language model from OpenAI, GPT-4. And after just 24 hours of interacting with this incredible new technology, I have come to a startling realization: If I thought AI was going to change the world before, now I am more convinced than ever.

    In this article, I will share my experience with GPT-4 and explore its potential to revolutionize the way we communicate and interact with technology and, of course, its big impact on our business. This next-generation language model will amaze you.

    Artificial intelligence has seen remarkable advancements in recent years. One of the most notable areas of progress is in natural language processing (NLP) technologies. As a testament to this progress, OpenAI has released its latest brilliant language model.

    Related: ChatGPT: What Is It and How Does It Work?

    What is GPT-4?

    Based on the remarkable accomplishments of its predecessors, GPT-2 and GPT-3, GPT-4 has appeared as real proof of OpenAI’s relentless pursuit of innovation in the realm of NLP. The result of countless hours of rigorous research, sophisticated development and meticulous fine-tuning, GPT-4 has redefined the boundaries of AI, securing its position as the most sophisticated human-like language model today.

    At the heart of GPT-4 lies a complex and powerful neural network architecture fueled by an extensive corpus of training data sourced from diverse and broad text repositories. This unparalleled combination enables GPT-4 to comprehend, generate and manipulate human language with a level of precision and fluency that has never been seen before. After only a few hours of use, I could tell that GPT-4’s ability to engage in nuanced and meaningful linguistic interactions sets it apart from previous models and pushes the limits of what we once thought possible in the AI world.

    It’s essential to understand that GPT-4’s prowess is not a coincidence or a happy accident. Instead, it’s the culmination of years of dedicated research and the concerted efforts of a team of experts working together to refine and perfect the model’s capabilities. For example, compared to its predecessor, GPT-3, which comes with 17 gigabytes, the latest GPT-4 boasts a significant increase in training data with a whopping 45 gigabytes. With this expanded dataset, GPT-4 can generate even more precise and accurate results, increase your productivity compared to its predecessor and set the stage for even more advanced AI capabilities. The result is a language model that brags unparalleled versatility, adaptability and an extraordinary ability to mimic human-like conversation, heralding a new era of possibilities for both individuals and industries across the globe.

    Related: 2023 Is the Era of Generative AI Like ChatGPT. So What’s in it for Entrepreneurs?

    New features and improvements of GPT-4

    1. Enhanced comprehension: GPT-4’s improved understanding of context and semantics allows it to generate more accurate, relevant, and coherent responses. This has significantly reduced the likelihood of producing irrelevant or nonsensical text. In my opinion, this is the biggest improvement you should expect when upgrading to the new model.
    2. Multilingual capabilities: GPT-4 has expanded its linguistic repertoire, now supporting a broader range of languages with improved fluency, making it even more versatile and accessible to users worldwide. I have tried the new model with some languages other than English, and the results were better than with GPT-3.
    3. Real-time adaptation: GPT-4’s ability to learn and adapt in real-time based on user inputs enables it to provide better-tailored responses, fostering more engaging and personalized interactions.
    4. Photo-friendly model: GPT-4’s amazing new feature allows it to understand and utilize images, elevating its capabilities beyond just text-based interactions by incorporating state-of-the-art computer vision techniques and extracting key elements and context from images. Just imagine what you could do with that.
    5. Safety first: OpenAI has implemented robust safety features to minimize harmful and untruthful outputs, addressing concerns raised during the deployment of previous models. That being said, GPT-4 will refuse many more requests than the 3 or 3.5 model, thanks to a better understanding of obeying the rules.
    6. Fewer requests, more outcomes: This new feature greatly expands the potential applications of GPT-4, allowing it to tackle more complex tasks and provide users with richer, more nuanced information. The ability to produce longer answers showcases GPT-4’s advanced capabilities and enhances its value as a versatile and indispensable tool in various fields and industries. Previously, you could expect to receive 600-1,500 words per request on average, but now you can get at least three to four times more words and beyond that.

    Related: 3 Entrepreneurial Uses of Artificial Intelligence That Will Change Your Business

    How to use GPT-4

    The potential implements of GPT-4 are tremendous and contain many industries. Here are just a few examples I could think of:

    1. Customer support: GPT-4 can provide faster, more accurate and more personalized assistance to customers across various industries, streamlining support services and improving overall customer experience. If GPT-4’s API and fine-tuning are implemented, imagine what customer support will look like in the coming future.
    2. Content creation: GPT-4’s advanced language capabilities can be harnessed to create high-quality content, including articles, blog posts, and social media updates. Moreover, the digital content, content creator and even the book industries may undergo a revolution due to its much longer outcome generation capabilities.
    3. Translation services: GPT-4’s multilingual capabilities can be employed to provide faster and more accurate translation services. Implementing this technology using a mic or earphone on a mobile translation device (or smartphone) could break the language barrier between people worldwide.
    4. Education: Although some may hold opposing views on this matter, I am convinced that AI will play a significant role in shaping the future of human education. Although the technology may not have reached its full potential just yet, its ongoing development and progress promise to revolutionize how we learn and acquire knowledge in the years to come. GPT-4 can be used to develop personalized learning tools, tutor students in schools and even grade assignments, revolutionizing how education is delivered.
    5. Healthcare assistant: While it is unlikely that GPT-4 will supplant medical doctors soon, its integration into healthcare assistant systems has the potential to profoundly transform how we approach patient care. By leveraging GPT-4’s advanced NLP capabilities and ever-growing knowledge base, healthcare assistants can provide personalized support, guidance and information to both patients and medical professionals. This can help streamline various aspects of healthcare, from triaging and preliminary diagnostics to medication management and post-treatment follow-ups.

    Related: The Complete Guide to AI for Businesses and How It’s Making a Difference

    ChatGPT GPT-4 stands as a remarkable milestone in AI and NLP, poised to reshape industries and significantly enhance lives. Yet, it remains essential to confront the challenges and ethical dilemmas accompanying its implementation. Until then, enjoy the future — it’s here.

    Barak Jacques

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  • 2023 Is the Year to ‘Marie Kondo’ Your Business — Here’s How. | Entrepreneur

    2023 Is the Year to ‘Marie Kondo’ Your Business — Here’s How. | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    In 2022, business leaders were forced to play defense. While still recovering from the pandemic, we had to deal with the Great Resignation, soaring inflation and a looming recession.

    In many ways, last year felt like a never-ending wildfire — as soon as we put out one fire, another flared up. We tried to fix things with a flurry of meetings, committees and Zooms, but instead, we only got more stressed. By the end of the year, most of us were burned out and ready for the holiday break.

    As we seek to get out of this spiral, we need to ensure we do not have a repeat of the same stressors that caused us to burn out. We need to make space for strategic thinking.

    Related: 4 Ways To Sustain A Recession-Proof Business

    Do less to do more

    Often, our response to feeling overwhelmed is to try to get everything done: pinpoint every issue, schedule meeting after meeting and keep working until everything is crossed off our list and “perfect.”

    However, this mindset is based on a fallacy — a mistaken belief that we can get everything under control by doing more. The first truth we must acknowledge is that we will never get everything under control, and there may always be a fire blazing somewhere.

    Further, doing more rarely solves the problem; sometimes, it adds fuel to a fire that may have fizzled on its own. When we are overloaded with problems, meetings and emails, the first victim is strategic thinking. We do not have the time and space to consider our options before forging blindly ahead.

    Instead of holding another meeting, sometimes, we need to do less — pause the troublesome project or end it entirely so that we have the bandwidth to handle more pressing issues and strategize for the future without running ourselves or our employees ragged.

    Related: What You Need to Do to Get Your Team Ready for 2023

    Make space to prioritize

    During a reactive period, our capacity to prioritize degrades. So many things are happening that we do not know where to start. But when we don’t prioritize, everything becomes urgent, which wreaks havoc on our nervous system and makes it impossible to get much of anything done. We end up overworking ourselves — either everything is perfect, or nothing is.

    By doing less, we give ourselves the space to prioritize, asking, “What needs to be dealt with first, and what can wait?” When we take the time to prioritize effectively, we enable ourselves to focus on creating action plans that can accomplish what we want.

    Imagine a sales leader who’s feeling pressure from macroeconomic headwinds. They may double down on meetings with their salespeople, review forecasts repeatedly and become obsessed with each granular detail. In doing so, they might think they’re resolving the issue, but all they’re doing is making everybody anxious and wasting time — valuable time that could have been spent strategizing or making sales. Instead of another meeting, the sales leader might be better served by hitting pause and asking, “What do we need to be doing differently? Do we have the right people for this challenge? Is there an untapped market that we’re not addressing?”

    Related: Fighting the Secret Battle Tearing Apart Your Culture

    Don’t forget to breathe

    The first step toward making space for strategic thinking and behavior is simply to breathe. Breathing exercises clear space in our minds, allowing us to think clearly and ask important questions. Take a moment to pause and breathe before running full steam ahead. And once your mind is clear, ask yourself and your team these five questions:

    1. What are my top 10 projects?
    2. Which of these projects are the most valuable to our success as a business?
    3. Am I getting a return on the energy I put into my work?
    4. If I’m not, why? And what do I need to do differently?
    5. Are there projects I need to deprioritize or end?

    It’s okay to step away if something isn’t working. If you ever took a course in behavioral economics, you might remember the sunk cost fallacy — we think that because we’ve already invested time, money, and energy into something, we must see it to the end. It’s why so many people stay in relationships too long or finish a movie they already hate. It keeps us stuck in an unpleasant present instead of allowing us to make space for the things that truly matter or future opportunities we are not yet aware of.

    Related: How to Get Comfortable With Change and Build It Into the Foundation of Your Business

    Now is the time to revamp your business

    We’ve all heard the phrase “less is more.” It is high time we stop the pile-on of meetings and projects and calls and Zooms and take it to heart: cancel the unnecessary meeting, end the project that is not advancing and take care of ourselves as whole people, not just the bobblehead that shows up on Zoom.

    Strategic thinking doesn’t just happen. We must make space for it. We live in a time where it has become exceptionally difficult to protect and preserve that space. This year, take a Marie Kondo for business approach: “Is this project, meeting or call going to give me, my employees or my business more energy and fuel for the future?” If not, it’s time to let it go and make space for something that will.

    Jonathan Kirschner

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  • We’re in Uncertain Times. Here’s How to Lead Through Them. | Entrepreneur

    We’re in Uncertain Times. Here’s How to Lead Through Them. | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    From my Utah office, the stark whiteness of the snow outside reminds me that much of 2023 remains out of view, and only the passage of time will unveil the changes that will arise this new year. Like every year, 2023 will bring us an entirely new set of unforeseen challenges. Some of them are already here, like an economic slowdown, inflation that we haven’t experienced in nearly half a century and sky-high rates of employee burnout.

    Like many leaders, I often start my days feeling like I have an obstacle course ahead of me. But as someone who’s worked in leadership and organizational development for more than 20 years, I’ve found it doesn’t have to feel that way. In fact, the new year and the challenges ahead can be positioned as opportunities rather than obstacles.

    While it may seem contradictory, you can set yourself and your team up to make more gains in this changing environment than losses, especially in the form of innovation — it just requires the right framework. Here are four timeless principles that will help every leader better navigate uncertainty for themselves and their teams.

    Related: How The Best Executives Show Leadership in Times of Uncertainty

    1. Evolve your mindset

    One of the most important habits to continue progressing in the midst of change is to practice your mindset. Recognize that you have the power to choose how you view your day and your work. If you consistently remember that you have more power than you think you do to intentionally choose a calm mindset, this shift will help you in the way you navigate workplace uncertainty. Most importantly, it helps you stay centered on those priorities that are of the most value to your organization.

    If your inbox and schedule are anything like mine, you likely have unread emails vying for your attention and back-to-back meetings that, while important, feel like they get in the way of “real” work that needs to get done.

    That’s simply the way it is. We can choose to allow ourselves to panic about the large number of emails and meetings we have, or we can tell ourselves, “Well, that just is…” Working ourselves up and spending our work day with high cortisol levels doesn’t help anything.

    I often liken it to a hamster wheel. It’s so easy for leaders to hop onto that wheel and try to run faster and faster to get everything done. But all we end up doing is exhausting ourselves prematurely. In fact, 59% of Americans recently reported moderate to severe levels of burnout. We are spinning our wheels too fast, and are pushing ourselves beyond the breaking point. Instead, choose to be calm in the face of uncertainty and focus your efforts on what you can control. Recognize you simply can’t do it all and all at once. This calm perspective and focus allow us to complete our work more effectively, more productively and with a happier attitude. A triple-win.

    Related: The 4 Things Leaders Need to Do First When Faced With Uncertainty

    2. Focus on the space between stimulus and response

    One thing that change brings out in all of us is a stimulus response — a gut reaction to disruptions in our everyday routines. But there’s power in the space between the stimulus and response. That’s where we have the opportunity to pause and consider our response. We get to decide what we’d like to place in the space.

    It could be listening to a colleague. It could be recognizing you don’t know the answer to a problem and need to collect research. It could be going back to your business objectives and re-prioritizing your goals. That space is where you decide what comes next instead of just reacting to what’s thrown at you. Recognize that it’s healthy and important to give time to that space before you respond. Demonstrate with your own actions that that space is also valuable to your team.

    3. Create a safe, high-trust environment

    While the first two principles focus on navigating change as an individual, the last two principles can help you manage change within your team and organization. One key to helping your team navigate change well is to intentionally create an environment that’s safe and embraces trust. If your team is walking around on pins and needles, worried they’re going to be laid off any day or wondering which of their major initiatives is going to be cut, they’re probably not focusing on being productive or effective.

    Creating a safe, high-trust environment is not as difficult as it may seem. Simple things like making a point to talk regularly and one-on-one with each of your employees and asking them about their individual concerns or pain points can go a long way toward building trust. You can reiterate to them the company strategy and your team’s business objectives while being transparent as those objectives evolve and change. You can remind them of their value and express gratitude for their contribution to your team. These simple actions will build stronger relationships and develop trust between you and your team members and peers.

    Related: 2023 Is The Year and a Fear of Uncertainty. Here’s How to Navigate It.

    4. Direct uncertainty toward a challenge

    One of the best ways to actually take the uncertainty and do something productive with it is to direct it to a specific challenge. Take the challenge (i.e. the problem that needs to be solved) and then decide as a team to solve it. This gives you something constructive to do with that anxious and uncertain energy and provides an opportunity to work collaboratively and allow something positive to become of it. This process is empowering and engaging for employees — and it’s where meaningful innovation is born.

    While none of us have a crystal ball, with the right mindset, you can break through uncertainty and help your team do the same. Recognize your employees as the brilliant individuals they are. When you seek to create a safe, high-trust environment and collaborate with your team on the changes that will come, you’ll be surprised to see the innovation your team brings forth.

    Paul Walker

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  • Why Your Whole Team Needs to Be Involved in Company Change | Entrepreneur

    Why Your Whole Team Needs to Be Involved in Company Change | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Heraclitus, an ancient Greek philosopher, said that change is natural and constant. Nowhere is this adage more alive than in the business world; the entrepreneur’s origin story is built on change.

    Recently, Frontier Airlines enacted a change by removing its customer service phone number. This leaves customers to find solutions through digital channels. With this change, the customer experience will transform entirely, creating a significant difference in the organization. This approach will allow Frontier Airlines to uncover insights that might inform, validate and challenge its strategy.

    Making a bold choice such as this can be difficult, which is why many leaders and founders struggle with change.

    Related: Would You Rather Change or Let Your Business Die?

    Why is change so hard for a growing business?

    Many businesses insist on leaving transformational leadership in the hands of a small group of senior leaders or change managers rather than making it part of their team’s mission. Maybe because change is so crucial at the beginning of a venture — the scrappy entrepreneur needs to disrupt, innovate, sell their home and live in a basement. Then a company’s relationship to change changes.

    A familiar disappointment for company leaders is the feeling of getting slower as they grow. The profile of people who start and join a small company is vastly different from those who join as the company grows and becomes more stable. Stability becomes the preference and inertia the enemy.

    The demands of a company’s growth stage can reveal individuals’ unproductive relationships to change. These relationships can be put into three categories. Receivers of change believe change is being done to them. Resistors to change believe they can wait out the change, and controllers of change ultimately believe they can plan and manage their way through it. Being big doesn’t have to mean being slow or putting change on the back burner, and entrepreneurs can overcome these unproductive attitudes.

    Organizations growing most sustainably continue to disrupt at all stages of growth. The ability to continue to adapt and outpace the changes of the external environment requires change-ready leaders at all levels.

    What are the benefits of a change-ready organization?

    Companies with change-ready teams can tackle and rise above the challenges of their environments more easily than teams that rely on top-down change management. Companies that insist on only entrusting change to a select few leaders are bound to find a lack of change, engagement, diversity and connection with customers. We’ve already established that change is constant, and leadership needs to reflect that in order to have a change-ready culture.

    Here’s what sets change-ready leaders apart:

    • They’re more engaged. They understand that emotional agreement precedes strategic alignment, so they seek to bring everyone’s voices to the table.
    • They’re more adaptable. They are open to their teams’ conflicting views and assumptions and can adapt to the increasing rate of change in the environment.
    • They lead with a mutuality mindset. They know that diverse teams generate even stronger ideas that consider key risks and ensure their teams think from customers’ perspectives.

    Perhaps the most important benefit of developing change-ready team members is that researchers believe that “employee attitudes to change are key predictors of organizational change success.” People who see change as a constant and necessary source of opportunity are best positioned to turn change into positive forces for their organizations.

    Related: How to Better Manage Corporate Culture During Times of Transition

    How can leaders nurture change readiness?

    Instead of managing change from the top down, leaders could find that a more sustainable way of staying change-ready is to engage the whole team. How can leaders begin to cultivate a change-ready mindset among team members? Here is a playbook of initial strategies to try:

    1. Accept that change isn’t linear

    Change is messy. It progresses one day and falls back the next. Many leaders operate under the notion that periods of change in their companies will be followed by periods of calm or that change will eventually end. This is a misconception; business is change, and creating conditions of change readiness will be more enduring than making temporary preparations to handle a specific change.

    Therefore, leaders should adapt their mindset around change in their companies. At BTS, we know that change is no longer an individual sport but a team sport. Rather than a few elite surfers trying to conquer the waves, we see change more like white water rafting, where everyone must work together to make it through the waves.

    2. Build awareness of your own relationship to change

    Before you can successfully lead anyone through change, you need to heighten your own self-awareness of your productive and less productive responses. This starts with a biological reality: Although change is coming at us faster and more frequently than ever before in human history, biologically, we are wired to respond to change as a threat. In the past, threats to our existence were lions, tigers and bears; in the modern change-filled world, threats are things such as looking bad, being wrong or losing control.

    The first step any organization can take to build more change readiness is to help every leader understand their beliefs around change and offer them new tools and approaches to be more effective. This is the approach we took with a Fortune 200 company that, in anticipation of significant structural shifts for the organization, equipped all 50,000 employees with new tools and techniques to build resilience and change readiness.

    Related: 5 Key Ways to Create an Innovation Culture

    3. Engage your team to take ownership of change

    Identify the pivotal moments your organization faces in leading change and align on what change-ready behaviors look like in each moment. Cultivating a team of change-ready leaders will mean engaging team members in what change means. Share the targets and outcomes of strategic direction meetings, allowing time to hear all perspectives and test different ideas on the front line. Invite people to tackle those challenges themselves in their roles so that they feel ownership over the pivotal moments where change occurs in a day.

    To support this team-level ownership, shift behavior in the smaller moments that matter most. Back this up by creating the social networks and support structures that enable a wholescale mindset, giving each level and department a chance to own its change readiness.

    Change is constant, and it is a team sport. No one leader or manager can author change by themselves and expect it to serve the whole organization and a whole world of customers. Sustainable, successful change comes from a collective of people who feel positively about change: a team of change-ready leaders.

    Anne Wilson, Kevin Bronk, and Kelsey Raymond

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