Groundswell: Chapters 10-12

February 16, 2010 at 11:27 am (PRCA 3030, Reading Notes)

Chapter 10

Incorporating the three elements of groundswell thinking into your organization.

  1. Take small steps that have big impact.
  2. Have a vision and a plan.
  3. Build leaders into the plan.

What to do to make sure you and your company have the best chance at succeeding:

  • First, start small.
  • Second, educate your executives.
  • Third, get the right people to run your strategy.
  • Fourth, get your agency and technology partners in sync.

Chapter 11

Best Buy calls their sales associates “blue shirts,” because that is what they wear to work, blue polo shirts. Although that may be the obvious reason, it is certainly not the only reason. Blue Shirt Nation is an internal community for Best Buy’s employees. On the website, employees can share their thoughts, opinions, and ideas on how to change or better the company. This website makes the employees feel as if they are not getting lost in a “sea of blue shirts.”

Here is how Best Buy and Blue Shirt Nation achieved the five goals of the groundswell.

  1. Listening. Steve and Gary set up BSN to listen, but with employees, this can turn into problem solving. Management listened to BSN and as a result restored the employee discount that had been taken away.
  2. Talking. Corporate can post policy changes where everyone can read them.
  3. Energizing. BSN gives employees a platform and amplifies voices across the entire Best Buy employee base.
  4. Supporting. BSN gives employees and managers the opportunity to keep in touch and interact directly with each other. It is a “natural” extension of the mentoring culture.
  5. Embracing. BSN is a way to surface both ideas and talent.

Chapter 12

Lessons learned from groundswell thinkers:

  1. Never forget the groundswell is about person-to-person activity.
  2. Be a good listener.
  3. Be patient.
  4. Be opportunistic.
  5. Be flexible.
  6. Be collaborative.
  7. Be humble.

Note: Please refer to my previous post for information about the source of these notes.

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