Be a speed demon

“If things seem under control, you’re just not going fast enough.”
Mario Andretti

Apologies for the petrol-head quote, but it makes a serious point. Race drivers go to places in a car that test the limits of the vehicle, and their ability to control it masterfully. And the best drivers win the most races. Not because their cars are faster, but because their entire physical being responds, reacts and decides at speeds that cannot be matched by competitors.

Responsiveness is the new mantra. Fastest and nimblest will win the marketplace battles for share of heart and mind, and be respected for that agility.

Being a speed freak does not mean being careless or shambolic. To the contrary, the qualities of reaction and responsiveness are what create the world’s great leaders. In commerce, in sport – wherever you care to look. Speed alone is insignificant. It is speed managed by clear decision and focus.

Large organisations (and big Pharma is about as big as it gets) are notoriously ponderous in their processes, approvals and strategic decision taking.

The speed of the world is leaving Big Pharma behind. It’s no longer an observation. It’s an imperative that goes beyond the close-down timelines of fast-follower competition. It’s the world. I.T. is changing everything – right down to the basic ways we communicate and react.

Slow to react (or refusal to react) leads to a massive gap in the connection between corporation and stakeholders. What is the oil that connects all of these marketplace cogs and wheels? The brand. A high quality oil allows the gears to spin at whatever speed they want – to move as quick as they want, to accelerate the brands acceptance and ownership of wider and deeper usage.

No brand = no oil

A new workshop process, has been developed by BrandPhial co-ordinator, Brian Towell, to interrogate your brand or business challenge and to keenly re-evaluate orthodox practice.

Modelled on the concept of a race-driver's racing line, it has been designed to rapidly uncover critical areas for change, improvement and success, and those where key decisions and actions require further framing and prioritisation, all with a view to delivering on clearly understood single, optimal objectives.

It also acts as a leadership support tool for gathering team attention, support, consensus, energy and direction.

For further information, please drop an e-mail to BrandPhial co-ordinator Brian Towell, at brian@doghouseonline.net, who will answer any questions relating to this or any other healthcare branding challenges.