Change from the outside-in

It’s kind of counter-intuitive, isn’t it? Most of us assume that change can only start within a company, and that’s where we need to start developing a plan, program or even a movement. And, most of the time, that’s the way to go.I know the kids over at Dachis Group are hot on the trail of that with their Social Business Design approach.

But we’ve seen firsthand how a movement from the outside-in can completely transform an entire company. The movement was started for the customers. The fans. The passionate ones out there that love that industry.

And at the beginning, there were a lot of skeptics inside the walls of the company, including the sales department, the guys in R&D, even the agency of record. But we had one true-believer in there. And that’s all we needed.

Flash-forward 9 months and we began to see the R&D group connecting to the community. Customer service reps reaching out providing the fans with info. An entire company realizing that they do more than just make widgets – they are, in fact, a passion conduit for their customers.

So movements CAN start from the outside and creep into every nook and cranny of a company. It just takes a company that’s open to it and a handful of passionate people. When they all meet in the middle, remarkable things happen.



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