WORK FUTURES DAILY—Vast and Endless
This story originally appeared in the Work Futures Daily enewsletter on February 21, 2019 and is authored by Stowe Boyd. Only Local’s portion is repurposed here.
Beacon NY — 2019–02–21 — A constant refrain in discussions, essays, posts, and nearly every forum about work: how to lead — or coax… or coerce — change. Change in organizational dynamics, change in operational agility or resilience, or just change in engagement with the company’s mission, goals, and practices.
I found the angle taken by Local Industries, refreshing and intriguing. They advocate change marketing to move the hearts and minds of the people in the organization, applying the tools that companies typically employ to capture the attention and loyalty of customers. (See the first story, below, and watch their video.)
I owe the title of today’s issue of Work Futures Daily to Neil Bedwell of Local industries, as well.
If you want to build a ship, don’t drum up the men to gather wood, divide the work, and give orders. Instead, teach them to yearn for the vast and endless sea.
| Antoine de Saint-Exupéry
Here’s founding partner Neil Bedwell on Brands Need to Love Their Employees as Much as Their Customers.
Most organizations already know how to build belief in people. It’s what brand marketers and their agencies do every day with consumers.
We listen and study our audiences. Craft compelling stories that speak to the heart as well as the head. Tell those stories strategically and consistently across many relevant platforms. Motivate customers to take action. Then we listen again, find new insights, and keep adapting.
The same skills and techniques are the solution to engaging employees. Because employees are people, too. With hearts that must be moved as well as minds to convince.
People as brand consumers. People as brand employees. They’re all people. The same people. And marketing is all about connecting people to brands.
Originally published at workfutures.substack.com.