the capitalist's advantage - proving the business value of inclusion with imperfect data |...
TRANSCRIPT
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The Capitalist’s Advantage
Proving The Business Value of Inclusion
[even if everyone else hasn’t bought in]
Speaker: Gabe Goldberg10.18.17
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My name is Gabe. We met a year ago.
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Connecting with people is Tricky.
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The greater the demands to insert my brand into culture; and meet people I don’t know – the bigger the minefield.
Because I don’t always know what I don’t know.
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But for every one of these….
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https://www.youtube.com/watch?time_continue=30&v=gehQTvyVT3U
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Or these….
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https://www.youtube.com/watch?v=c33dTK7nUqo
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There’s this….
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https://www.youtube.com/watch?v=dA5Yq1DLSmQ
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Or this….
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Or this….
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And sometimes brands recognize their wrongdoing and have a reckoning
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https://www.youtube.com/watch?v=yetFk7QoSck
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BUT…..
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What If….
I don’t have a $150 million inclusion budget like Google?I like my co-workers and they’re valuable contributors?I don’t get waves of new recruits each year (or quarter…or month)?I don’t have a perfect cultural measurement tool in place?My management team hasn’t made this a priority?I don’t have an inclusion program?I can’t afford to have one of those expensive fails like we just talked about?I just want my corner of the world to be a kittle more productive?
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What If….
Source: Time Magazine
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What can I really affect?
Spoiler Alert: Everything
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An unlikely case study
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“Change the way you look at things.And the things you look at change.”
- Wayne Dier
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No new business dataNo new trainingNo meaningful turnoverNo new leadership teamNo additional budgetNo new CEOAll the digital communication, data, access, you could dream of.
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13-years ago the leadership team looked a lot like today.
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13 Years Later…
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Take the same empowered environment.Bring people from different backgrounds to the table.Mix in 10-months….
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10 Months Later….
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Expand your definition of the pack.And the pack you support expands.
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1. Determine who the customer will be tomorrow.
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2. Ask the questions you don’t want the answers to. (Am I really filling a need for tomorrow?)
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Think this is only relevant for tanning?
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3. Beware “Culture Fit”
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When people look good.
They feel better.
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But…
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New services had been added….
Like FDA-approved, non-UV, non-invasive light therapy options- Reduce redness & even skin tone- Reduce fine lines without needles or knives- Reduce acne without medication- Physician recommended - body contouring- Wellness & relaxation services that help people who want to
just relax…or even have auto-immune disorders
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Chinese men & women were coming in asking if they could lighten their skin (sort of ironic for a tanning salon)
Strongest growth categories were those non-UV, safe services
Indian clients were calling asking if there were services to reduce redness
Moms wanted to help get rid of their kids’ acne without medication
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Source
6. American Society for
Aesthetic Plastic Surgery
• $15B spent on cosmetic procedures;
up $1.5B from 2015-2016
• Non-surgical procedures were up 7%
from 2015 – 2016
• Photorejuvenation (up 36%)
• Hyaluronic Acid (up 16%)
• Nonsurgical Skin Tightening (up
12%)
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More people through the door. More backgrounds through the door. Better ways to serve those customers.
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This is not box-ticking.This is not just meetings.This is not a nice-to-have.This is inclusion.This is your business.
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Want to win with inclusion – and create stronger, better, faster, higher-performing teams?
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My bet is that you already have what you need.
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Thank you.Danke.Shalom.Adios.Ciao.Aloha.Au Revoir.Yaaaas. Queen.