THIS KEYNOTE BY MARK DI SOMMA IS TITLED:
Branded culture:
Singing in your rain

What's this about?

The great irony of our time is that organisations demand more and more of their people's time to help meet their corporate objectives and to remain competitive, and yet they give too little back in return. They want people to make strong emotional commitments to their place of work, and yet what those people get back too often does not equal what they have been asked to put in.

Why should we care? Because no-one can afford not to. Today, customer experiences live or die at the touchpoints, and it is your people who make those touchpoints magical.

That's why it's vital to understand that your people don't need a job. What they need is a cause. People with purpose are empowered, enabled and committed, and this is the business case for building a unified, purposeful culture that transcends function.

Three things make that possible - information, inspiration and motivation. Your people need to know what they have to deliver and why, they need to believe in it absolutely, and they need to have the means at their disposal to achieve it. Fail on any of these levels, and you place your brand, your competitiveness and even your profitability at risk. Get it right, and there are few limits to what is possible.

A unified workforce is vital because:

• it's committed - everybody believes in what the organisation is doing
• it's visionary - people can see where they are going and why
• it's values driven - emotions inspire passion, but they also positively regulate behaviours and focus energies it's singular - everyone knows what they've signed up for. That's why they're there.

Who's this for?

This 40 minute programme on getting the headspace right internally is aimed at senior decision makers, human resources managers, marketing managers, operational decision makers, project and team leaders.

What does it cover?

The programme works through:

• The sure signs of a disillusioned culture
• Why passion = purpose
• Why ownership has nothing to do with shareholding
• Making it personal - the we/me equation
• Achieving "the kick inside"