The only way is UP!

Many businesses are in the midst of a dilemma at the moment: Stay put or Scale up?

While some are comfortable maintaining the status quo, others are keen to explore new markets and expand their customer base.

As Mark Zuckerberg rightly said, ‘In a world that is changing really quickly, the only strategy that is guaranteed to fail is not taking risks’.

So how do businesses grow in a highly competitive market? How does a start-up created in your garage become a nationally recognised brand?

Let’s take a look at TurmeriX.

Errol McClelland, the founder of TurmeriX, was looking for natural solutions to help treat his arthritis. He stumbled upon the benefits of turmeric and realised the potential for a business opportunity.

Wanting to share his story with others, he went about developing turmeric-based blends and mixtures to promote healthier eating habits. The company that started off as a stall in a food market, has now grown nationwide and is expanding internationally.

In an article with SmartCompany, Mr. McClelland highlights what it takes for businesses to scale and grow. Initial interactions between him and his customers revolved around understanding consumer preferences and determining price points. When the conversation progressed towards availability of product and distribution, he decided it was time to take his business to the next stage.

Here are five aspects Mr. McClelland kept in mind, while scaling TurmeriX:

  • Focusing on numbers and data
  • Setting minimum order requirements
  • Investing in good talent
  • Training people to reach maximum potential
  • Leveraging online marketing to increase visibility

Our Fast ‘n Furious Innovation Programme adopts a similar approach. Developed to enable design-led innovation thinking, the short course helps businesses learn how to identify real consumer problems and implement solutions and verified measures that will take their businesses to the next level.

Through the process of strategy, hypothesis, understanding the consumer, building a product, gaining feedback and learning from these insights, we take businesses through a ‘LIVE’ innovation challenge to accelerate commercialisation and embed learning for future opportunities.

If your business is looking to scale up and explore new markets, please reach out to us here.

To know more about Errol McClelland and the TurmeriX story, please visit here.


People. Your brand’s greatest resource.

Can’t live with them, can’t live without them. Today, we take a look at just how essential talent and culture are to a brand’s success, and how businesses should focus on nurturing people and their abilities. 

Greg Creed, CEO of YUM! Foods, recently stated, in an article in the Australian Financial Review, that ‘a company’s true value is in people and brands, not in the buildings or processes’.  At XPotential, we share a similar ethos and believe that ‘brands are the most important asset of your business and your people are the most important resource in building brands’. We work with clients to equip and empower people with the right tools and skills so that they can go on to become effective brand-builders and change-makers.  

Mr. Creed also stresses the importance of building ‘relevant, easy and distinctive brands or ‘RED’ brands and uses KFC (One of YUM! Foods most successful brands) as a real-life example of his successful growth model.  

The fast-food chain, in the UK, managed to wriggle out of a messy situation- when they ran out of chicken due to a supplier mix-up, simply by apologising to the public albeit in a cheeky way. Their ‘FCK, We’re Sorry’ campaign not only addressed the brand’s obvious shortcoming but also helped to create recall in consumers’ minds, by playing around with the brand letters. The campaign is perhaps a reflection of the work culture at KFC, where being honest and upfront, especially after an own goal, makes a positive difference to its audience.   

Brands like these are known to have ‘unmatched franchise operating capability, bold asset development and unrivalled culture and talent’, and as a result are able to make an effective impact on consumer perception and behaviour.  

Image courtesy: ADWEEK

The response to the  KFC campaign is an indication of how strategy, in the midst of change, needs to be dynamic, relevant and above all, people and culture centric. Consumers tend to take to a brand that adopts a more human-centred approach towards their operations.  

Having said that, brands are not instant successes from the get-go. There is a fair amount of behind-the-scenes preparation that goes into building RED brands, and this always begins with people. 

People are not an asset to a business, they are not owned or exist on a balance sheet, but an important resource that has discretionary time and effort. How much of that time and effort goes into building your brand and driving growth vs. focusing outside the business? 

Through our change management framework, or the KUBA (Know, Understand, Believe, Act) model, we embed brands, people and culture in all our consulting and training activities. 

Know: People should know what they need to do. By explaining what we are ultimately trying to achieve, we are developing an aware workforce. 

Understand: Once they understand the brand’s expectations, they will also be able to determine how their actions will impact not only the organisation, but themselves too. 

Believe: By providing information and guidance on tasks to be achieved, we are empowering them to believe in their abilities and deliver results.  

Act: They are now equipped to act on their skills, and implement effective change strategies, that will eventually lead to organisational success. 

Image courtesy: Pexels

This model shapes the way we think about the impact of our programme, process or workshop on a business, department or team and ensures we accelerate the delivery of results.  

With people at the core of what we do, we support businesses to achieve sustainable long-term growth, creating value for the brand, along the way. 

To know more about Greg Creed’s approach to branding, you can read the full article here.

To learn more about our brand building programmes and workshops, please visit us here or contact us here