While we advise keeping it tight, at Strike time, everyone has a role to play in the Category journey so it’s essential your entire company is onboard from the beginning if you are going to maximise the impact of Category Design for the business. So what are Categorical’s top tips for achieving this?
The next-to-worst thing a leadership team can do is to assume your employees will understand why you are embarking on the Category journey. The absolute worst thing that you can do is to believe that they will instantly agree with you that the strategic plan is a `great idea`. Also, that they will realise it is a strategic direction not just a marketing campaign and that they will want, in fact, need, to commit wholeheartedly to it to build their career with your company.
Don’t assume either that despite clear and timely communication you will get quick and clear feedback on the initiative. At best, it will take time and will need to be extracted. At worst people could be working to passively or actively sabotage your efforts.These are the `Zeds` and they will need to be dealt with.
What are the 5 points you need to bear in mind when engaging your team on the Category journey?
So, in any successful category journey it’s vital that you have to have parallel programmes of internal and external communication – addressing both your employee and customer base – and that these compliment each other in terms of timing and content
Make sure everyone knows what their role is, but maintain levels of confidentiality as leakage can adversely affect the impact of each Strike. Be very careful to identify and deal with individuals who are not engaging with the Category process. Target and persuade them. If they refuse to adapt, don’t be afraid to part ways
Find more discussion on how to take your team with you on the Category issue and many other contentious Category issues on The Difference Engine podcast at https://link.chtbl.com/thedifferenceengine