Monday, September 25, 2023

 

What is the right horizon for a strategy? 3 years, 5 years, more? It depends on what you are trying to achieve. There are four strategy horizons, each with their different purpose and timeline.

Any organization should at any point in time be involved in the short-term, mid-term and long-term. This means that you need to have your eyes on different horizon’s at the same time.

You can’t just focus on the short-term, because then you’re not prepared for the future. And you can’t just focus on the long-term, because then you can’t manage current affairs.

To balance your attention and focus on the right things, it is useful to be aware that there are four Strategic Horizons, each with their own specific orientation.

Horizon 1: Tactics (1-2 years)
Incremental improvement requiring minimal investment. The focus is on optimization of the existing core. Involves operational steps that can be taken with relatively high certainty.

Horizon 2: Strategy (2-5 years)
The typical timeline for strategic plans. The focus is on “step change” and investing in available opportunities. Data and evidence still have their place but uncertainty starts to creep in.

Horizon 3: Vision (5-10 years)
Venturing into the unknown. The focus is on blue sky thinking to create viable options for the future. You can describe a high-level vision, but there’s no linear way to get there anymore.

Horizon 4: System Change (10+ years):
Changing the rules of the game. The focus is on achieving ecosystem change together with others. Instead of prediction and planning you prepare to enlarge the realm of possibilities.

All four horizons are useful, but for very different reasons. The first two help you prepare for concrete actions and allow for linear, step-by-step planning. The latter two, on the other hand, are more speculative and require a more explorative and collaborative approach.

Which horizon requires more attention in your organization?

Credit: The Four Strategy Horizon’s model is inspired by a combination of McKinsey & Company’s 3 Horizons Model and Amy Webb
’s HBR article “How to Do Strategic Planning Like a Futurist”


Thursday, September 21, 2023

ุฏุจูŠ ู†ู…ูˆุฐุฌุงً



ู„ุง ุฃุนุชู‚ุฏ ุฃู† ู‡ู†ุงูƒ ู†ู…ูˆุฐุฌุงً ุนู…ุฑุงู†ูŠุงً ุฎุงุตุงً ุจุฏุจูŠ، ุจู„ ุธุงู‡ุฑุฉ ู…ุนู‚ุฏุฉ ุชุดู…ู„ ุงู„ุงู‚ุชุตุงุฏ ูˆุงู„ุนู…ุฑุงู† ูˆุงู„ุฌุบุฑุงููŠุง ุจูƒู„ ุฌูˆุงู†ุจู‡ุง. ูˆู‚ุฏ ุณุฌู„ ุงู„ุชุงุฑูŠุฎ ุฃู† ุงู„ุฑุคูŠุฉ ุงู„ู…ู†ุชุฌุฉ ู„ุฏุจูŠ ุงู„ุญุฏูŠุซุฉ ุชุนูˆุฏ ุฅู„ู‰ ุฃุณุจุงุจ ู†ุดูˆุก ุงู„ู…ุฏูŠู†ุฉ ูˆุจู†ูŠุชู‡ุง ุงู„ุณูŠุงุณูŠุฉ ูˆุงู„ุงุฌุชู…ุงุนูŠุฉ. ู„ู‚ุฏ ุงุนุชุงุฏุช ุฏุจูŠ ุนู„ู‰ ุงุณุชูŠุฑุงุฏ ูˆุชุตุฏูŠุฑ ุงู„ู…ูˆุงู‡ุจ ูˆุงู„ู…ู†ุชุฌุงุช ูˆุงู„ุฃููƒุงุฑ ู…ุน ุงู„ุญูุงุธ ุจุนู†ุงูŠุฉ ุนู„ู‰ ุฎุตุงุฆุตู‡ุง ุงู„ุฎุงุตุฉ. ูˆู„ู… ุชุชุฃุซุฑ ุดุฎุตูŠุชู‡ุง ุงู„ูƒุงู…ู†ุฉ ูƒุซูŠุฑุงً ุจุงู†ูุชุงุญู‡ุง ุนู„ู‰ ุงู„ุขุฎุฑูŠู†. ูˆู„ุนู„ ู‡ุฐุง ู‡ูˆ ุงู„ุชููˆูŠุถ ุงู„ุงุฌุชู…ุงุนูŠ ูˆุงู„ุณูŠุงุณูŠ ุจูŠู† ุงู„ู†ุงุณ ูˆุงู„ุณู„ุทุฉ ูˆุงู„ู‚ูŠุงุฏุฉ، ู…ู…ุง ุฎู„ู‚ ู†ู…ูˆุฐุฌู‡ุง ุงู„ุฏุงุฆู… ุงู„ุชุทูˆุฑ. ูˆู‡ุฐุง ู„ุง ูŠู†ุทุจู‚ ููŠ ุฃูŠ ุจูŠุฆุฉ ุฃุฎุฑู‰ ู…ู‡ู…ุง ูƒุงู†ุช ุงู„ุซุฑูˆุฉ ุงู„ุฌุบุฑุงููŠุฉ ุฃูˆ ุงู„ุบู†ู‰ ุงู„ุชุงุฑูŠุฎูŠ ููŠู‡ุง. ูˆู‡ูƒุฐุง ู†ุฌุฏ ุฃู† «ุงู„ุฏُุจูŠู†ูŠุฉ» ู‚ุฏ ุฃุฎุฐุช ููŠ ุงู„ุชุฑุงุฌุน ุฎู„ุงู„ ุงู„ุณู†ูˆุงุช ุงู„ุฃุฎูŠุฑุฉ، ุนู†ุฏู…ุง ูุดู„ุช ู…ุญุงูˆู„ุงุช ุชู‚ู„ูŠุฏ «ุตูˆุฑุฉ» ุฏุจูŠ ู…ู† ุฃูˆุฒุจูƒุณุชุงู† ููŠ ุขุณูŠุง ุงู„ูˆุณุทู‰ ุจุซุฑูˆุงุชู‡ุง، ูˆุฅู„ู‰ ู†ูŠุฌูŠุฑูŠุง ููŠ ูˆุณุท ุฃูุฑูŠู‚ูŠุง ุจุงู…ูƒุงู†ูŠุงุชู‡ุง. ูˆู„ุฐู„ูƒ، ูุฅู† ุงู„ุนุฏูŠุฏ ู…ู† "ู…ุฏูŠุฑูŠ ุงู„ู…ู†ุงุทู‚ ุงู„ุญุถุฑูŠุฉ" ููŠ ุงู„ุนุฏูŠุฏ ู…ู† ุงู„ุจู„ุฏุงู† ูŠูƒุชููˆู† ุจุงู„ุชุจุงุฏู„ ุงู„ู†ูุนูŠ ู…ุน ุฌุฑุฃุฉ ูˆุงุจุชูƒุงุฑุงุช "ู…ุฏูŠุฑูŠ ุงู„ู…ู†ุงุทู‚ ุงู„ุญุถุฑูŠุฉ" ููŠ ุฏุจูŠ ุงู„ุฐูŠู† ูŠุญูˆู„ูˆู† ุจุงู‚ุชุฏุงุฑ ุงู„ุฃุฑุงุถูŠ ุงู„ู‚ุงุญู„ุฉ ุฅู„ู‰ ู…ู†ุงุฌู… ู„ู„ุซุฑูˆุฉ

I don't believe that there is an urban model specific to Dubai, but a complex phenomenon that includes economics, urbanism, and geography in all its aspects. History had recorded that the vision producing modern Dubai was due to the reasons for the emergence of the city and its political and social structures. Dubai has become accustomed to importing and exporting talents, products and ideas while carefully preserving its own characteristics. Its latent personality wasn't greatly affected by its openness to others. Perhaps this is the sociopolitical mandate among people, authority and leadership, creating its ever-evolving model. Therefore, it is not applicable in any other environment, regardless of the geographical wealth or historical richness in it. Thus, we find that “Dubaization” has taken on decline during recent years, when attempts to imitate the “image” of Dubai from Uzbekistan in central Asia with its wealth and to Nigeria in central Africa with its wealth had failed. Therefore, many "Urban Managers" in many countries become content with utilitarian exchange with the boldness and innovations of Dubai’s "Urban Managers" transforming the barren lands into mines of wealth.


ู…ุนุงุฐ ู„ุงููŠ

ู…ุนุงุฐ ู„ุงููŠ

ุจุงุญุซ ุฃูƒุงุฏูŠู…ูŠ ููŠ ุงู„ุขุซุงุฑ ุงู„ุฅุณู„ุงู…ูŠุฉ، ู…ุชุฎุตุต ููŠ ูู„ุณูุฉ ุงู„ุนู…ุงุฑุฉ، ุดุงุฑูƒ ููŠ ุงู„ุนุฏูŠุฏ ู…ู† ุงู„ู…ุดุงุฑูŠุน ุงู„ุจุญุซูŠุฉ ูˆุงู„ุชูˆุซูŠู‚ูŠุฉ.


ุฃุทู„ู‚ ุฃุณุชุงุฐ ุงู„ุนู…ุงุฑุฉ ูˆุงู„ุนู…ุฑุงู† ูˆุงู„ุจุงุญุซ ููŠ ุงู„ุชุงุฑูŠุฎ ุงู„ุญุถุฑูŠ ุฏ. ูŠุงุณุฑ ุงู„ุดุดุชุงูˆูŠ؛ ููŠ ุนุงู… 2004، ู…ุตุทู„ุญًุง ู…ุนู…ุงุฑูŠًุง ุฌุฏูŠุฏًุง ูŠุนุจุฑ ุนู† ุทุจูŠุนุฉ ุนู…ุฑุงู†ูŠุฉ ุฎุงุตุฉ، ูˆู†ู…ุท ู…ุนู…ุงุฑูŠ ู…ุฑุชุจุท ุจู…ุฏูŠู†ุฉ ู…ุนูŠู†ุฉ ุฏูˆู† ุบูŠุฑู‡ุง؛ ุฃู„ุง ูˆู‡ูˆ «Dubaization». ุนุจّุฑ ู…ู† ุฎู„ุงู„ ู‡ุฐุง ุงู„ู…ูู‡ูˆู… ุนู† ู†ู…ุท ุงู„ุนู…ุฑุงู† ุงู„ุฐูŠ ุนุงุดุชู‡ ู…ุฏูŠู†ุฉ ุฏุจูŠ ููŠ ุงู„ุฅู…ุงุฑุงุช ุงู„ุนุฑุจูŠุฉ ุงู„ู…ุชุญุฏุฉ، ุจุฏุงูŠุฉ ู…ู† ุงู„ุชุฏูู‚ ุงู„ุจุชุฑูˆู„ูŠ ุญุชู‰ ู‡ุฐุง ุงู„ุชุงุฑูŠุฎ ูˆู…ุง ุชู„ุงู‡، ูˆุงู„ุฐูŠ ู…ูŠุฒู‡ุง ูƒู…ุฏูŠู†ุฉ ุนู† ุบูŠุฑู‡ุง ู…ู† ู…ุฏู† ุงู„ุฏูˆู„ ุงู„ุนุฑุจูŠุฉ، ูˆูŠุนุจุฑ ูƒุฐู„ูƒ ุนู† ู…ุฏู‰ ุชุฃุซูŠุฑ “ู†ู…ูˆุฐุฌ ุฏุจูŠ” ููŠ ุงู„ู…ุฌุชู…ุนุงุช ู…ู† ุญูˆู„ู‡، ูˆููŠ ุฃู†ู…ุงุท ุงู„ู…ุฏู† ุงู„ุฌุฏูŠุฏุฉ ููŠ ุงู„ู…ู†ุทู‚ุฉ

ูˆู„ู… ูŠูƒู† ู„ู…ุตุทู„ุญ «Dubaization» ุฃู† ูŠุตูƒ ู„ูˆู„ุง ุชุฃุซูŠุฑ ุฏุจูŠ ูƒู†ู…ูˆุฐุฌ ู…ุนู…ุงุฑูŠ ูˆุนู…ุฑุงู†ูŠ ููŠ ุงู„ู…ุฏู† ู…ู† ุจุนุฏู‡ุง. ู„ูƒู†، ู‡ู„ ุชู…ุชู„ูƒ ุฏุจูŠ ูุนู„ุงً ู†ู…ูˆุฐุฌًุง ุนู…ุฑุงู†ูŠًุง ูุฑูŠุฏًุง؟ ูˆู‡ูŠ ูŠุณุชุญู‚ ู†ู…ุท ุฏุจูŠ ุงู„ุนู…ุฑุงู†ูŠ ุฃู† ูŠูƒูˆู† ู†ู…ูˆุฐุฌًุง ูŠุญุชุฐู‰ ุจู‡؟

 

ูƒูŠู ุจุฏุฃ ุนู…ุฑุงู† ุฏุจูŠ؟

ููŠ ุณุชูŠู†ูŠุงุช ุงู„ู‚ุฑู† ุงู„ู…ุงุถูŠ، ูˆู†ุชูŠุฌุฉ ุงู„ููˆุงุฆุถ ุงู„ุจุชุฑูˆู„ูŠุฉ، ุจุฏุฃ ุนู…ุฑุงู† ุฏุจูŠ ูŠุตุนุฏ ุจูˆุชูŠุฑุฉ ุนุงู„ูŠุฉ ุนู„ู‰ ู…ุฏูŠู†ุฉ ุตุญุฑุงูˆูŠุฉ ุณุงุญู„ูŠุฉ، ู„ู‡ุง ุชุงุฑูŠุฎ ู…ุนู…ุงุฑูŠ ุถุนูŠู ููŠ ู‚ู„ุจ ุงู„ุตุญุฑุงุก، ู„ุง ูŠูƒุงุฏ ูŠุตู†ุน ู†ู…ูˆุฐุฌًุง ุนู…ุฑุงู†ูŠًุง ูŠุชูˆุงูู‚ ู…ุน ุขู„ูŠุงุช ุงู„ูˆู‚ุช ุงู„ุญุงู„ูŠ، ู„ุฐุง ูƒุงู† ุนู„ู‰ ุงู„ุฏูˆู„ุฉ ู‡ู†ุงูƒ ุฃู† ุชุจุฏุฃ ู…ู† ุงู„ุตูุฑ، ูˆุชู„ูƒ ูˆุถุนูŠุฉ ูŠุฌุจ ู…ุฑุงุนุงุชู‡ุง ู„ุงุญู‚ًุง ุนู†ุฏ ุงู„ุญุฏูŠุซ ุนู† ุนู…ุฑุงู† ุฏุจูŠ؛ ูู„ู… ุชุจุฏุฃ ุนู„ู‰ ู…ุฏูŠู†ุฉ ู‚ุฏูŠู…ุฉ ุฃูˆ ุจุชุงุฑูŠุฎ ู…ุนู…ุงุฑูŠ ูˆุนู…ุฑุงู†ูŠ ููŠ ุงู„ู…ู†ุทู‚ุฉ ูˆุงุฌุจ ุงู„ุงุญุชุฑุงู… ูˆุงู„ุชู‚ุฏูŠุณ؛ ุจู„ ุจุฏุฃ ู…ู† “ู„ุง ุดูŠุก” ูŠุชุญูƒู… ููŠ ุณูŠุฑูˆุฑุฉ ุนู…ู„ู‡ุง

ูˆู‡ูˆ ู…ุง ูŠุนุจุฑ ุนู†ู‡ ุตุงุญุจ ู…ุตุทู„ุญ «Dubaization» ุฏ. ูŠุงุณุฑ ุงู„ุดุดุชุงูˆูŠ؛ ููŠ ุญูˆุงุฑ ู„ู‡ ู…ุน ุงู„ุฅู…ุงุฑุงุช ุงู„ูŠูˆู… ุจู‚ูˆู„ู‡: “ุฅู† ุงู„ุจู†ุงุก ุงู„ุนู…ุฑุงู†ูŠ ู„ุงุจุฏ ุฃู† ูŠูƒูˆู† ู„ู‡ ุชุฃุซูŠุฑ ุนู„ู‰ ุงู„ุฌุงู†ุจ ุงู„ุงุฌุชู…ุงุนูŠ، ุจู…ุนู†ู‰ ุฃู†ู‡ ุฅุฐุง ุฃู‚ูŠู… ู…ุดุฑูˆุน ู…ุนูŠู† ููŠ ูˆุณุท ุงู„ู…ุฏูŠู†ุฉ ูุฐู„ูƒ ุณูŠุถุทุฑ ุงู„ู…ู†ูุฐูŠู† ุฅู„ู‰ ุนู…ู„ ุฅุฒุงุญุฉ ู„ู„ุจูŠุฆุฉ ุงู„ุงุฌุชู…ุงุนูŠุฉ ูˆู†ู‚ู„ ุงู„ุณูƒุงู† ู…ู† ุชู„ูƒ ุงู„ู…ู†ุทู‚ุฉ، ูˆู‡ุฏู… ู…ุจุงู†ٍ ู‚ุฏูŠู…ุฉ ู‚ุงุฆู…ุฉ، ูˆู‡ุฐู‡ ุฅุญุฏู‰ ุณู…ุงุช ุงู„ู†ู…ูˆุฐุฌ ุงู„ุนู…ุฑุงู†ูŠ ููŠ ุฏุจูŠ؛ ุญูŠุซ ูŠุชู… ุงู„ุชุฎู„ุต ู…ู† ุงู„ู…ู†ุงุทู‚ ุงู„ู‚ุฏูŠู…ุฉ ูˆุฅุนุงุฏุฉ ุจู†ุงุฆู‡ุง ุจุดูƒู„ ุญุฏูŠุซ، ุบูŠุฑ ุฃู† ุฏุจูŠ ุจู…ุง ุฃู†ู‡ุง ู…ุฏูŠู†ุฉ ุดุงุจุฉ ูˆุญุฏูŠุซุฉ؛ ุญูŠุซ ู„ุง ุทุจู‚ุงุช ุชุงุฑูŠุฎูŠุฉ ู„ู„ุชุฌู…ุน ุงู„ุณูƒู†ูŠ ูˆุงู„ู…ู†ุงุทู‚ ุงู„ุชูŠ ูŠุชู… ุฅุฒุงู„ุชู‡ุง، ู…ุซู„ ู…ุง ู‡ูˆ ู…ูˆุฌูˆุฏ ููŠ ู…ุฏู† ู…ุซู„ ุจูŠุฑูˆุช ูˆุฏู…ุดู‚ ูˆุงู„ู‚ุงู‡ุฑุฉ؛ ูุฅู† ุงู„ุชุฃุซูŠุฑ ุงู„ุงุฌุชู…ุงุนูŠ ุจุงู„ุชุงู„ูŠ ู‚ุฏ ูŠูƒูˆู† ู…ุญุฏูˆุฏًุง ูˆุณู„ุจูŠุงุชู‡ ุบูŠุฑ ู…ุคุซุฑุฉ”. 

ูƒุงู†ุช ุจุฏุงูŠุฉ ุฏุจูŠ ู…ุน ุงู„ุจู†ุงูŠุงุช ุงู„ุนุงู„ูŠุฉ ูˆุงู„ู…ุฑุชูุนุฉ ุณู†ุฉ 1978 ู…ูŠู„ุงุฏูŠًุง، ุนู†ุฏู…ุง ุดูŠุฏุช ู…ุฑูƒุฒ ุฏุจูŠ ุงู„ุชุฌุงุฑูŠ ุงู„ุนุงู„ู…ูŠ، ุงู„ุฐูŠ ุชุฃู„ู ุญูŠู†ู‡ุง ู…ู† 39 ุทุงุจู‚ًุง، ูˆู‡ูˆ ู…ู† ุนู…ู„ ุงู„ู…ู‡ู†ุฏุณ ุงู„ุจุฑูŠุทุงู†ูŠ ุฌูˆู† ู‡ุงุฑูŠุณ، ูƒุงู† ู‡ุฐุง ุงู„ู†ู…ูˆุฐุฌ ู‡ูˆ ุงู„ุฃูˆู„ ููŠ ุงู„ู…ุจุงู†ูŠ ู†ุงุทุญุงุช ุงู„ุณุญุงุจ ููŠ ุงู„ู…ุฏูŠู†ุฉ. ุชุฃุณุณ ุงู„ู…ุทุงุฑ ู‚ุจู„ ู‡ุฐุง ุงู„ุชุงุฑูŠุฎ ูƒู†ู…ูˆุฐุฌ ุนู…ุฑุงู†ูŠ ุฃูˆู„ูŠ ูˆู…ู‡ู… ุฃูŠุถًุง، ุฅู„ุง ุฃู†ู‡ ุชุทูˆุฑ ูˆุฒุงุฏ ู…ู† ุนู…ุงุฑุชู‡ ูˆุนู…ุฑุงู†ู‡ ู…ุน ุงู„ุชุฏูู‚ ุงู„ู†ูุทูŠ ููŠ ุงู„ู…ุฏูŠู†ุฉ؛ ุญูŠุซ ูƒุงู† ุถุฑูˆุฑูŠًุง ู„ุณุฑูŠุงู† ุงู„ุงู‚ุชุตุงุฏ ููŠู‡ุง.  

ูŠُุนู„ّู‚ ูŠุงุณุฑ ุงู„ุดุดุชุงูˆูŠ ููŠ ุญุฏูŠุซู‡ ู„ู€ “ู…ูˆุงุทู†” ุญูˆู„ ุชุงุฑูŠุฎ ุฏุจูŠ ุงู„ุนู…ุฑุงู†ูŠ ู‚ุงุฆู„ุง: “ููŠ 2004 ูƒุงู†ุช ุฏุจูŠ ู„ุง ุชุฒุงู„ ููŠ ุฃูˆุงุฆู„ ุงู„ุชุทูˆุฑ ุงู„ุนู…ุฑุงู†ูŠ؛ ู…ุซู„ ุฌุฒูŠุฑุฉ ุงู„ู†ุฎูŠู„ ูˆุบูŠุฑู‡ุง ู…ู† ุงู„ู…ุจุงู†ูŠ ุงู„ู…ุดู‡ูˆุฑุฉ، ูˆุดูˆุงุฑุน ู…ุซู„ ุดุงุฑุน ุงู„ุดูŠุฎ ุฒุงูŠุฏ ูˆุบูŠุฑู‡ ู…ู† ู…ุนุงู„ู… ุฏุจูŠ ุงู„ุชูŠ ุจุฏุฃุช ุชุธู‡ุฑ، ูˆุงู„ุจู†ุงูŠุงุช ุงู„ุนู…ู„ุงู‚ุฉ ุงู„ู…ูˆุฌูˆุฏุฉ ููŠู‡ุง، ุชู„ูƒ ูƒุงู†ุช ุงู„ุจุฏุงูŠุฉ ู„ุนู…ุฑุงู† ุฏุจูŠ، ุจุงู„ุฅุถุงูุฉ ุฅู„ู‰ ุธู‡ูˆุฑ ุงู„ู…ุฌุชู…ุนุงุช ุงู„ู…ุณูˆุฑุฉ “ุงู„ูƒู…ุจูˆู†ุฏุงุช”. ููŠู…ุง ูŠุคูƒุฏ ุนู„ู‰ ุฃู† ุฏุจูŠ ู„ู… ุชุฎุชุฑุน ุชู„ูƒ ุงู„ุฃู†ู…ุงุท ุงู„ุนู…ุฑุงู†ูŠุฉ؛ ุจู„ ู‡ูŠ ู…ูˆุฌูˆุฏุฉ ููŠ ุงู„ุนุงู„ู…، ู„ูƒู† ุงู„ุฐูŠ ู…ูŠุฒ ุฏุจูŠ ุนู† ุบูŠุฑู‡ุง؛ ุญูŠุซ ุฅู† ู…ุณุงุญุฉ ุงู„ู…ุดุฑูˆุน ู†ูุณู‡ุง ุบูŠุฑ ุงู„ู…ุนุชุงุฏุฉ، ูˆุงู„ุชู‚ู„ูŠุฏ ุงู„ู…ุจุงุดุฑ ู„ุจุนุถ ุงู„ุฑู…ูˆุฒ ุงู„ู…ูˆุฌูˆุฏุฉ ููŠ ุงู„ุจูŠุฆุฉ ู‡ู†ุงูƒ ู…ุซู„ ุงู„ู†ุฎู„ุฉ.

ุงู„ู…ุณุชูˆู‰ ุงู„ุฎุงู…ุณ ู…ู† ุงู„ู‚ูŠุงุฏุฉ

 



ู…ุง ู‡ูˆ ุงู„ู…ุณุชูˆู‰ ุงู„ุฎุงู…ุณ ู…ู† ุงู„ู‚ูŠุงุฏุฉ؟
ุงู„ู…ุณุชูˆู‰ ุงู„ุฎุงู…ุณ ู…ู† ุงู„ู‚ูŠุงุฏุฉ (Level 5 Leadership):

ุงูƒุชُุดู ุงู„ู…ุณุชูˆู‰ ุงู„ุฎุงู…ุณ ู…ู† ุงู„ู‚ูŠุงุฏุฉ ุนู‚ุจ ุฃุจุญุงุซ ู‚ุงุฏู‡ุง "ุฌูŠู…ุณ ูƒูˆู„ูŠู†ุฒ" ูˆูุฑูŠู‚ู‡ ุงุจุชุฏุงุก ู…ู† ุนุงู… 1996، ูˆูŠุฃุชูŠ ู‡ุฐุง ุงู„ู…ุณุชูˆู‰ ููˆู‚ ุฃุฑุจุน ู…ุณุชูˆูŠุงุช ุฃุฎุฑู‰ ู‡ูŠ:

ุงู„ู…ุณุชูˆู‰ ุงู„ุฃูˆู„: ู‚ุฏุฑุฉ ุนุงู„ูŠุฉ ูุฑุฏูŠุฉ ูˆุชู‚ุฏูŠู… ู…ุณุงู‡ู…ุงุช ู…ุซู…ุฑุฉ ุจูุถู„ ุงู„ู…ูˆู‡ุจุฉ ูˆุงู„ู…ุนุฑูุฉ ูˆุงู„ุงู†ุถุจุงุท؛

ุงู„ู…ุณุชูˆู‰ ุงู„ุซุงู†ูŠ: ุนุถูˆ ูุฑูŠู‚ ูŠุณุงู‡ู… ุจูุนุงู„ูŠุฉ ููŠ ุชุญู‚ูŠู‚ ุฃู‡ุฏุงู ุงู„ู…ุฌู…ูˆุนุฉ؛

ุงู„ู…ุณุชูˆู‰ ุงู„ุซุงู„ุซ: ุงู„ู…ุฏูŠุฑ ุงู„ูƒูุก ุงู„ุฐูŠ ูŠูˆุฌّู‡ ุงู„ุฃูุฑุงุฏ ู†ุญูˆ ุชุญู‚ูŠู‚ ุงู„ุฃู‡ุฏุงู ุงู„ู…ุณุทุฑุฉ ุจูุนุงู„ูŠุฉ؛

ุงู„ู…ุณุชูˆู‰ ุงู„ุฑุงุจุน: ุงู„ู‚ุงุฆุฏ ุงู„ูุนุงู„ ุงู„ุฐูŠ ูŠุญูุฒ ุงู„ุฃูุฑุงุฏ ู„ุชุญู‚ูŠู‚ ุฃุฏุงุก ุนุงู„ ุถู…ู† ุฑุคูŠุฉ ูˆุงุถุญุฉ؛

ุงู„ู…ุณุชูˆู‰ ุงู„ุฎุงู…ุณ: ุงู„ู‚ุงุฆุฏ ุงู„ุฐูŠ ูŠุนุชู…ุฏ ุนู„ู‰ ู…ุฒูŠุฌ ู…ู† ุงู„ุชูˆุงุถุน ุงู„ุดุฎุตูŠ ูˆุงู„ุนุฒูŠู…ุฉ ุงู„ู…ู‡ู†ูŠุฉ ู„ุชุญูˆูŠู„ ุดุฑูƒุชู‡ ุฅู„ู‰ ุดุฑูƒุฉ ุนุธูŠู…ุฉ.

ูŠุดูŠุฑ "ุงู„ู…ุณุชูˆู‰ ุงู„ุฎุงู…ุณ" ุฅู„ู‰ ุฃุนู„ู‰ ู…ุณุชูˆู‰ ููŠ ุงู„ุชุณู„ุณู„ ุงู„ู‡ุฑู…ูŠ ู„ู„ู‚ุฏุฑุงุช ุงู„ุชู†ููŠุฐูŠุฉ، ูˆูŠู…ูƒู† ู„ู„ู‚ุงุฏุฉ ุนู„ู‰ ุงู„ู…ุณุชูˆูŠุงุช ุงู„ุฃุฑุจุนุฉ ุงู„ุฃุฎุฑู‰ ููŠ ุงู„ุชุณู„ุณู„ ุงู„ู‡ุฑู…ูŠ ุชุญู‚ูŠู‚ ุฏุฑุฌุงุช ุนุงู„ูŠุฉ ู…ู† ุงู„ู†ุฌุงุญ، ู„ูƒู† ู„ูŠุณ ุจู…ุง ูŠูƒููŠ ู„ู†ู‚ู„ ุงู„ุดุฑูƒุงุช ู…ู† ุงู„ุฑุฏุงุกุฉ ุฅู„ู‰ ุงู„ุชู…ูŠุฒ ุงู„ู…ุณุชู…ุฑ. ุชُุธู‡ุฑ ู†ุชุงุฆุฌ ุงู„ุฏุฑุงุณุฉ ุงู„ู…ู†ุดูˆุฑุฉ ููŠ ู‡ุงุฑูุงุฑุฏ ุจุฒู†ุณ ุฑูŠููŠูˆ ุฃู† ุงู„ู…ุณุชูˆู‰ ุงู„ุฎุงู…ุณ ู…ู† ุงู„ู‚ูŠุงุฏุฉ ุดุฑุท ุถุฑูˆุฑูŠ ู„ุชุญูˆูŠู„ ุดุฑูƒุฉ ุฌูŠุฏุฉ ุฅู„ู‰ ุดุฑูƒุฉ ุนุธูŠู…ุฉ، ุฅู„ุง ุฃู†ู‡ ู„ูŠุณ ุงู„ูˆุญูŠุฏ، ุฅุฐ ุชุถู… ุงู„ู‚ุงุฆู…ุฉ ุฃูŠุถุงً ุนูˆุงู…ู„ ุฃุฎุฑู‰ ุนู„ู‰ ุบุฑุงุฑ ูˆุฌูˆุฏ ุงู„ุฃุดุฎุงุต ุงู„ู…ู†ุงุณุจูŠู† ููŠ ุงู„ุดุฑูƒุฉ (ูˆู…ุบุงุฏุฑุฉ ุงู„ุฃุดุฎุงุต ุบูŠุฑ ุงู„ู…ู†ุงุณุจูŠู†) ูˆุฎู„ู‚ ุซู‚ุงูุฉ ุงู„ุงู†ุถุจุงุท؛ ู„ูƒู† ุจุจุณุงุทุฉ، ู„ุง ูŠุญุฏุซ ุชุญูˆّู„ ุดุฑูƒุฉ ู…ู† ุฌูŠุฏุฉ ุฅู„ู‰ ุนุธูŠู…ุฉ ู…ู† ุฏูˆู† ู‚ุงุฆุฏ ู…ู† ุงู„ู…ุณุชูˆู‰ ุงู„ุฎุงู…ุณ.
ุงุจู‚ ุนู„ู‰ ุงุทู„ุงุน ุจุฃุญุฏุซ ุงู„ู…ูุงู‡ูŠู… ูˆุงู„ู…ุตุทู„ุญุงุช ุงู„ุฅุฏุงุฑูŠุฉ ู…ู† ุฎู„ุงู„ ู…ุชุงุจุนุฉ ู‚ุณู… ุงู„ู…ูุงู‡ูŠู… ุงู„ุฅุฏุงุฑูŠุฉ ู…ู† #ู‡ุงุฑูุงุฑุฏ_ุจุฒู†ุณ_ุฑูŠููŠูˆ

Wednesday, September 13, 2023

Customer Motivations

 



Innovative marketing strategies don’t just miraculously spring from metrics!

That’s why traditional research methodologies to decode customer motivations and behavior are often incomplete and outdated.

Innovative solutions are the result of going beyond numbers …

And going beyond what customers say …

To gain a deep and nuanced understanding of what they really mean.

Numerous studies using various methodologies, including two conducted by Gallup, have confirmed that 70% of all B2C AND B2B customer decisions are based on emotion.

The best data in the world isn’t necessarily predicative of how they’ll respond.

Focus instead on their Emotional Triggers.

Emotional Triggers provide the actionable insights you need to develop marketing strategies that will engage customers based upon what they:

๐Ÿ”ทFear – (FOMO)

๐Ÿ”ท Value

๐Ÿ”ท Trust

๐Ÿ”ท Laugh About

๐Ÿ”ท Find Happiness In

๐Ÿ”ท Prioritize

๐Ÿ”ท Need in Order to Experience a Sense of Belonging

๐Ÿ”ท Feel Guilty About

๐Ÿ”ท Crave for Instant Gratification

๐Ÿ”ท Are Insecure About

As the Pioneer of Emotional Trigger Research and Author of “Why Customers Really Buy: Uncovering the Emotional Triggers That Drive Sales”,  I’ve spent my career helping CEOs and Owners of U.S. based companies leverage customer emotions to increase sales.

If you’d like to innovate a competitive marketing strategy that resonates with your customers emotionally, DM me and let’s chat.

(Graphic Source: Sheer ID)

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