Operating Principles for an Evolving World

Carol A. Kiburz, SVP of Human Resources, Ben E. Keith Company

Through this article, Kiburz delves into how businesses must succeed by understanding their customers and validating ideas through testing in today’s technological advance and changing consumer expectations.

Since my last contribution to HR Tech Outlook four years ago, so much has changed. The global COVID pandemic upskilled the working world in virtual communication overnight and caused people to re-examine how and where they want to work. AI has transformed the means by which people produce content and have enabled businesses significantly. Political unrest and fluctuating tariffs have caused businesses to re-examine where they acquire and produce both their raw materials and their finished goods.

While no one knows what the future might hold, I find it helpful to keep a few operating principles top of mind:

Know your customer and their preferences. Are your primary customers from the Silent Generation, Baby Boomers, Gen X, Millennials or Gen Z? Male or female? Which countries? Are they using your product for work or for pleasure? Visual or audio learners? Are they an overburdened working single mom or a retiree who might have more time to consider your product? Do they prefer digital or personal communication? If you don’t know the answers to these questions, I encourage your firm to expand your consumer research to confirm your markets and buyer personas.

“Whether through market research, beta testing, focus groups or online surveys, consider the customer on the front end of any endeavor. Not every product will be a success, but do your best to know your customers”

Pilot your prospects before launching. Think you have the greatest solution in the market? So did Microsoft when it released Zune in 2006, Google when it released Glass in 2013, HHS when it launched Healthcare.gov in 2013 and Coca-Cola when it created New Coke in 1985. Haven’t heard of these products? My point exactly. I humbly submit that these successful companies did not adequately understand their market and customers before launching these products. Even in this techno-sophisticated world we live in, human beings still buy your products. Whether through market research, beta testing, focus groups or online surveys, consider the customer on the front end of any endeavor. Not every product will be a success, but do your best to know your customers.

Always be ready to pivot. No one knows what the future will hold. But we do know that it has great potential for disruption. Famous organizational pivots include the following:

1. Amazon began as an online bookstore, expanded to selling CDs/DVDs and now sells nearly every product imaginable (including the kitchen sink).

2. Netflix’ roots were in DVD rental-by-mail service. But as online capabilities for streaming and delivering to homes grew, it pivoted to a subscription based streaming platform that helped transform the entertainment industry.

3. Nokia has pivoted from a seller of mobile phones to an expert in “the next generation of network architecture”.

While our world is ever evolving, we serve our employees, customers and shareholders well by persistently knowing our customers, piloting our products and standing ready to pivot when business needs dictate. Creating a consumer-centric, humble and innovative corporate culture can bolster these efforts.

Entertainment

Microsoft

Healthcare

AI