Derek Allison's Secret Work Weapon? Focus on what matters

Derek Allison, head of customer centricity at Sony Europe, finds that challenging conventional wisdom helps him focus.

Derek Allison, head of customer centricity at Sony Europe
Derek Allison, head of customer centricity at Sony Europe

I begin each day believing that anything is possible and the only thing that stands in the way of this is the security that we all feel from keeping things the same.

However, this human need to keep things as they are is alien in nature. A start-up business has to be open to change, risk and uncertainty as it will need to evolve, enabling it to innovate, meet customer needs and grow. Over time, success can make the organisation averse to change, risk and uncertainty. It can become reliant on the profit achieved in previous years and, as a consequence, inward-looking – relying on practices that once yielded success. This can result in a loss of focus on what matters.

There is always a better way of meeting customer needs to improve commercial performance. The customer sits at the centre of any commercial organisation. Their requirements constantly evolve and conventional wisdom needs to be challenged to see how they can be better met.

For example, how you measure whether a new product meets customer needs? Conventional wisdom says you should draft a survey, ask your customers then digest their responses to find out. But what is the currency of a business? It’s sales. Aren’t sales, therefore, the best way to measure whether the product meets their needs?

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Sainsbury's moves £60m ad account to Wieden & Kennedy
Share

1 Sainsbury's moves £60m ad account to Wieden & Kennedy

Sainsbury's has moved its £60m advertising account into Wieden & Kennedy, ending its 35-year-relationship with Abbott Mead Vickers BBDO.

The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published