Jika Anda merasa berinovasi adalah hal yang sulit dilakukan dalam kondisi normal, cobalah melakukannya selama pandemi global. Hal ini bisa menjadi sangat sulit jika Anda membiarkannya. Namun jika inovasi itu mudah, semua orang akan melakukannya.
Selama 20 tahun terakhir, dua industri yang telah mengalami perubahan luar biasa dan harus merangkul inovasi adalah industri barang konsumsi (CPG) dan media. Saya telah melihat transformasi mereka secara langsung. Sepanjang karier saya sebagai pemimpin bisnis dan produk di bidang-bidang ini, saya telah menghadapi berbagai tantangan dan krisis.
During the 2008 financial crisis, I was in the middle of creating a product to democratize market intelligence across CPG and retail. Our goal was to make all front line sales more successful by using better insights with lower friction. When I look back on that innovation I see it as an inflection point for many underlying technological changes, such as the rise of the iPhone and a shift from on-premise to cloud computing. A key lesson I took away as a leader from that experience was the need to build in resiliency for change.
In my current role as the general manager of Nielsen Advanced Video Advertising Group, we were in the early stages of our recently announced addressable TV beta program when the world went on lockdown due to novel coronavirus (COVID-19). My team and I had to go into crisis mode. I often say a big part of my role is crisis management with an eye toward innovation. But never did I expect that would involve me leading a global team from my dining room table with two new co-workers, my 8 and 13 year-old daughters. I also didn’t expect that I would be helping my team see the positive in a pandemic as we identify innovative solutions (like a virtual beta lab) to keep our beta program going. But transformations like these are how we serve our clients as they seek much needed flexibility to navigate the uncertainties of the upfronts. Now, more than ever, I remind myself daily to be flexible, be nimble to adapt and to embrace the change.
Business leaders are navigating incredible uncertainty. It is in these times that staring into the face of adversity is the best preparation to ensure future success. Here are a few ways I have tried to innovate through this crisis with my team:
Menginspirasi perubahan yang berarti
Don’t underestimate the importance of connecting to the heart before connecting to the mind. To move people, we have to tell a story that makes people feel something. When faced with a crisis, don’t forget that teams and customers will prioritize what’s important. You have to continue to provide purpose to your team and to your customers.
Fokus pada apa yang dapat Anda kendalikan
No one can control the advertising market. No one can control the economy. Don’t fret over the things that you cannot influence.
Sebaliknya, lebih baik fokus untuk mengatasi tantangan, berkomunikasi secara efektif, dan mengatasi masalah dengan cepat. Dan yang paling penting, tetaplah fokus pada tujuan bersama dan merayakan kemenangan kecil. Rasa syukur adalah emosi yang sangat kuat, jadi pastikan untuk mengucapkan terima kasih setiap hari dan menyemangati karyawan Anda agar mereka terus melakukan hal-hal hebat.
Jadilah Mudah Beradaptasi
Adaptability is an everyday thing. What you think your business is today will be very different three years from now. You’ll only get there if you are willing to adapt based on learning and embracing change. You have to be willing to set aside your preconceived notions from prior to COVID-19 hitting. Remember: Do not be afraid to explore and learn the unknown.
Hubungan + semangat = kesuksesan
Membangun hubungan yang solid dan memiliki semangat adalah kunci kesuksesan. Saya tidak pernah menyadari betapa pentingnya kedua hal ini sampai penyebaran COVID-19. Meskipun langkah-langkah pembatasan sosial telah membatasi bagaimana kita dapat bertemu dengan orang lain, hubungan yang kuat dengan teman, rekan kerja, dan klien meringankan beban dari kenyataan yang ada saat ini.
And if we are not passionate about what we are building, we’ll fail. Encourage your people to feed their passions; it can lead to so many positive outcomes to accelerate an innovative environment.
Menolak untuk Menyerah
Stop focusing on the end goal and concentrate on what’s next. This is a critical part of successful innovation, especially during a challenging climate. Don’t forget that teams are more motivated to keep going if leaders can give them hope and inspiration. In a time of crisis, don’t forget how much your team needs you to bring your optimism and energy every day – their own energy levels and motivation will reflect yours.
Perubahan itu sendiri membutuhkan penerimaan terhadap turbulensi, ketidakpastian dan ketidakteraturan. Dari ketidakpastian dan hal yang tidak diketahui itulah inovasi yang sesungguhnya muncul. Satu hal yang dapat kita kendalikan selama krisis ini adalah bagaimana kita terus memimpin inovasi itu sendiri.
As leaders, an important aspect of driving innovation is to lead with an insurgent mentality. At Nielsen, we know the importance of using data and facts, free from bias or fear to guide our decisions. Help your teams channel their energy and focus their priorities on what will be important to the business and will make a difference in a post COVID-19 world, and also help your clients drive growth and lean into the opportunities that arise from a crisis. During challenging times we must avoid being risk-averse, gun-shy and resistant to change. As the great Jack Welch said, “Face reality as it is, not as it was, or as you wish it to be.”
Kehidupan setelah COVID-19 pasti akan dipenuhi dengan realitas baru. Bagaimana harapan Anda terhadap mereka?
A version of this article first appeared in AdExchanger’s Data-Driven Thinking Column on April 30, 2020.
