23 minute read
Kindness is the key to unlocking success
Ask Sir John Timpson to share the key to his business success and you’ll get a response that has nothing to do with profit margins, investment strategies or the bottom line. He’ll simply tell you it’s all about “kindness”.
Being kind to customers and encouraging the 5,500 people who work in the organisation that bears his name to “be kind to each other” are at the heart of the Timpson philosophy. It’s an approach that is paying off. The group, whose operations range from shoemending and key-cutting to photo-processing and dry cleaning, is today a £300m turnover business with more than 2,000 outlets across the UK. And, as Timpson reflects: “The attitude of looking after other people seems to be bringing more money back to the business.” The 76-year-old has been described as an ‘independent thinker’ and something of a ‘maverick’ when it comes to business. But for him, the approach he takes is a matter of common sense and doing what is right for his “colleagues”, as he calls the workforce, and as a result the company. He says: “It’s not a question of making statements in your annual report, it’s actually about doing stuff.
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“Before you talk about doing lots of community-based things, the first responsibility for a business is to look after its colleagues. A lot of organisations miss that one.”
A helping hand
He goes on to explain the way management works at Timpson. “Our bosses are expected to spend a lot of time helping people in their team,” he says. “A lot of time is spent on things that are not to do with work. Everyone has their problems through life, we are there to help our colleagues If they need us.” That can range from giving them debt advice to helping them buy a car. Everyone in the organisation has their birthday off and an extra paid day’s holiday on the first day their child goes to school. They can also use one of the company’s holiday homes, free of charge. Timpson has set up the ‘Dreams Come True’ initiative – which, among a whole list of things, has helped its staff travel across the world to see long-lost relatives and paid for IVF treatment. He explains: “It’s there to help, there’s no typical one thing. We’re helping in all sorts of circumstances. It really makes a huge difference to people.” Timpson admits: “It is easier to do that when you are a successful company than when you are struggling. You are able to share in your success.” He was speaking before the coronavirus lockdown that led to the business shutting down all its shops. It began to slowly emerge from the lockdown at the end of May.
The recruitment of exoffenders is another area where Timpson has led the way. He says: “It has become very important to us, an integral part of the way we run the business.” The business started employing ex-offenders 17 years ago. Today it has 650 on its payroll. He describes them as loyal and hardworking and adds: “The right person will repay your faith by doing a fantastic job.”
He explains the scheme benefits the business and the country by helping reduce reoffending rates. The company is working to share its knowledge and help other businesses take on former prisoners and it has been leading calls for the government to declare a National Insurance holiday for those that do. Timpson, whose son James chairs the Prison Reform Trust, says: “There is a limit on how many ex-offenders we can take in any one year. There are plenty of other businesses out there who could.”
Upside down
Those ex-offenders, along with all Timpson workers, also benefit from what the business calls its ‘upside down’ management structure. Explaining how it works Timpson says: “We trust everybody in our business to do their job the way they want to do it.
“Our bosses don’t give people orders. Basically, their job is to run their department by helping their colleagues within their team be the best they can possibly be.” He adds: “Someone in one of our shops is free to run it, as long as they turn up on time, look the part and put money in the till. “We’ve grown very rapidly over the last seven years and we’re responsible not only for our colleagues but their families too. Their longterm future depends on us getting it right. We mustn’t forget that. “People are at the centre of the business. We couldn’t make any money in our shops without someone being in their doing there jobs.” Today James looks after the day-to-day running of the Manchester-based group. Timpson senior, author of a number of business books and a weekly national newspaper advice column, says he is trying to slow down now he is in his mid-seventies but “finds it difficult”. He still plays tennis, and has been spending time with schools, looking at issues around ‘looked-after children’ and the education system. It’s something close to his heart, as well as being the father-offive he and his late wife Alex fostered 90 children. Timpson has also played a major role in looking at the future of Britain’s beleaguered high streets. The history of his family business can be traced back to 1865 and Oldham Street in Manchester where William Timpson opened a shoe shop. His great-grandson chaired an expert panel set up to advise how government could support traditional retailers in hard-pressed town centres battling decline. Its report called for some fresh thinking and it led to the setting up a High Streets Task Force and a £1bn government funding programme that is currently being rolled out.
Human contact
Timpson says he is “optimistic for physical retail.” However, he also talks of the changing face of town centres and their importance as places where people can communicate face-to-face. “Human beings need human contact,” he explains. The key, he says, is having things in town centres that people want to go to. That may mean putting medical centres and leisure centres where shops once where. Local people need to have a say in what the future will look like.” he adds. Timpson has described himself as a ‘little cobbler who does things a bit differently’. For once he was being unusually unkind. There’s a lot more to him and his business philosophy than that.
Sir John Timpson
TOP 5 BOOKS ON PERSONAL BRANDING
In the current climate, a strong personal brand is more important than ever. In Touch has pulled together a list of the best books on the topic, guaranteed to help you build a bulletproof personal brand and land a board level role.
Branding Pays
The Five-Step to Reinvent Your Personal Brand
by Karen Kang
Described as the ‘master of personal Branding’, Karen Kang is a highly-respected brand strategist, having been a partner at the legendary marketing firm Regis McKenna for over 20 years. Her best selling book, ‘BrandingPays: The Fivestep System to Reinvent Your Personal Brand’ draws on her unique approach to creating a personal brand fit for the modern business world. Drawing heavily on her marketing and journalism experience, she helps the reader
KNOWN
by Mark Schaefer Mark W. Schaefer is an internationallyacclaimed speaker, author and college educator and author of “The Tao of Twitter,” the world’s best-selling book on Twitter. Schaefer unpicks the path to becoming known in your chosen field and seizing the opportunities and rewards that come with this recognition, utilising social media to build your brand. He identifies the behaviours and create a brand for their ‘business of one’. Kang’s simple but effective ‘bake the cake, then ice it’ metaphor runs through the book and covers the impact social media and online presence has on your personal brand. The book is packed full of informative and useful resources, including templates, charts, action lists, and inspiring stories which can help you to develop your own formula for a stand
The handbook for building and unleashing your personal brand in the digital age
out personal brand. characteristics of a number of highly successful and well-known experts and applies these to create a step-by-step template for success. The reader can use the accompanying workbook to identify their unique qualities, market niche and map out their visible, vibrant personal brand, with dozens of exercises to help the reader be seen, heard and known online.
You, Inc.
The Art of Selling Yourself
by Harry Beckwith & Christine Clifford Beckwith
A husband and wife team, the Beckwiths’ mantra is that no matter what product you’re selling, the most important component of the product is you. Drawing on over 30 years of experience in advertising and marketing, they call for an honest and authentic approach to building your personal brand, reinforcing credibility and earning trust and respect. They present a wealth of ideas and
Brand You
(Financial Times Guides) by John Purkiss & David Royston-Lee John Purkiss, former executive headhunter and David Royston-Lee, former HR head for KPMG share their vast commercial experience and insights in this practical guide. Providing a comprehensive framework for auditing your personal brand, Brand You sets out strategies for reexamining what you do, why
The Ultimate Guide
by Sandra Long Leadership expert Sandra Long explores the importance of conveying your brand on the world’s biggest professional networking site, explaining how to build and grow your brand as a senior professional. Long also explores the importance of positioning yourself as a thought leader and subject matter expert, increasing your visibility and boosting your reputation with fellow professionals. exercises for how to use effective communication to build your personal brand, and though they are easily digestible, the Beckwiths emphasise that knowledge without action is useless. Stressing that your behaviours must match your values in order to be successful, they support this approach with anecdotes and easily digestible research to create a
Turn Your Unique Talents into a Winning Formula
compelling and constructive read. you do it and how to position yourself for maximum impact. Purkiss and Royston-Lee assert that in a changing world, authenticity is the key to building an appealing brand and provide excellent exercises and materials on social media, charisma and discovering
LinkedIn for Personal Branding
your mission. Long shares a panoply of tactics, tips and tricks guaranteed to cast you in the best light possible by creating a stellar online persona. She also provides simple fixes guaranteed to increase both profile views and significant connections. This is a must-read in the digital age of remote working and online networking.
RESHAPING THE INVESTMENT LANDSCAPE
Environmental, social and governance (ESG) investing will be “the new norm in less than five years”, according to the chief executive of one of the world’s largest independent financial services and advisory organisations.
The prediction is being made by Nigel Green, founder of deVere Group, which does business in 100 countries.
The environment is certainly rising to the top of the agenda in the corporate world. As well as Microsoft’s ambitious pledge to remove its carbon footprint, reported elsewhere in this edition, Amazon boss Jeff Bezos announced in February that he was committing $10 billion to fight climate change. Against this background, Green says: “Responsible and impactful investing is already fundamentally reshaping the global investment landscape. “It is the trend that will define the 2020s - so much so that I’m confident that environmental, social and governance (ESG) investing will be the new norm in less than five years.” He adds: “The growth in responsible investing will be driven by demand by both retail and institutional investors.” Green says that global awareness when it comes to environmental, social and governance considerations has “skyrocketed” in the last 18 months as he points to the work of Greta Thunberg and the Extinction Rebellion
campaign. And he adds: “As a result, these issues now sit at the heart of the investment decision-making process amongst eight out of 10 millennials, according to a recent deVere survey. Some
argue this is likely to be even higher for Generation Z.” Currently, the US and Europe lead the charge in ESG investment, with 80 per cent of the responsible-investing market. Asia is currently lagging behind but Green says this could change and if it does, will further fuel demand. And he adds: “The investment world is evolving perhaps
more rapidly than it has in decades due to the rise and rise of responsible and impactful investing.” John Fleetwood entered the financial industry just as it was rocked by ‘Black Wednesday’ in 1987. He now uses his experience to provide research on ethical, environmental and social issues to financial institutions engaged in promoting socially responsible investments. Fleetwood is the founder of UK-based ethical investment consultancy 3D Investing. It identifies investments that make a positive difference, enabling people to make ‘good’ investments whilst minimising exposure to ethical controversies, and delivering on financial expectations. It also looks to demonstrate the social impact of investments in “a transparent and systematic manner” so that investors can see exactly how well their social aims are being delivered. Fleetwood’s investing philosophy of ‘Do Good, Avoid Harm, Make Money’ forms the backbone of Positive Pennine, which specialises in sustainable and responsible investing, in line with the United Nations Sustainable Development Goals. He says: “If enough of us direct a portion of our savings and investments in this direction, slowly but surely, we can improve our world. “Whether the benefits are social, environmental, or simply good corporate governance, the path of invested funds can have a transformative effect.” Fleetwood believes more investors would take that approach if the case for doing so was properly presented to them. And he adds: “If it can be demonstrated that performance is in line with the
market, then why wouldn’t investors want to make a positive difference as well?” His research includes weeding out “greenwashing” - the marketing spin used by some companies to give the impression they are ethical when in fact they are not. This evidence-based approach analyses the “constituent holdings” of each and every investment, so investors can be confident that their money is being used in a way that really does make a positive difference - while meeting their financial needs. As part of this, 3D Investing has analysed every fund registered for sale in the UK that has some form of ethical, sustainability or environmental and social governance (ESG) mandate. Each fund is then attributed a star rating. Fleetwood says: “Often people judge on what the funds are saying about themselves. We examine what they are doing and look at what they are actually investing in.”
Board director and avid global explorer Zoe Brooke points to an Indian Ocean paradise as the perfect place to unwind once travelling returns.
Spiritual awakening or sunset chasing, Bali will satisfy the hearts and minds of every traveller. A bucket list destination for millions of people from around the globe, Bali sits in the Indian Ocean, just east of Java.
Tourism accounts for nearly 80 per cent of the island’s income. A wide spectrum of accommodation caters for all sizes of pocket and ranges from extravagant luxury hotels to budget boutiques. Outside of the tourist hotspots you will witness the true authenticity of the Balinese people and their culture. This rural lifestyle is a far cry from the western world.
A multi-resort stay is a must. In transit you can feast your eyes on the unspoilt natural beauty of the countryside and local villages. The scenery is a heady mixture of rolling hills crammed with lush green vegetation, steeped rice terraces, prominent mountains, lakes, rivers, gushing waterfalls, hot springs, volcanoes, temples and white sandy beaches - undeniably idyllic. For the “laze the days away” and sun-setter holidaymaker, or those hankering for holistic cleansing, or searching for serenity and a sense of calmness, there’s an a plethora of resort choices and tranquil retreats. The
Global travel has been halted for many. Here we look at a dream destination you might want to put on your wish list when the world returns to some kind of normality.
island is a spiritual paradise, and stillness can be found in abundance with just a long breathe in!
Bali’s temples are exquisite. An array of delicate flowers, petals and herbs signifying worship and the smell of incense fills the air at every corner. It is impossible to remain detached. Allow self-expression, “go with the flow” and embrace living in the moment at some of these amazing spiritual sites.
Pura Luhur Uluwatu
With fresh air and fabulous ocean views, this sea temple - reputed to have been built in the 10th century - is perched on a steep cliff between
“heaven and earth” at the southern tip of Bali, around 25km from Kuta.
Tirta Empul
Celebrated for its holy water, this temple is primarily for ritual bathing and the purpose of purification. Located close to Ubud, worshippers travel from far and wide to bathe in the blessed water which is said to hold curative properties.
Elephant Cave
The Goa Gajah temple is a complex of 10th century relic bathing pools, fountains and temples carved from stone. Inside the main temple there is a depiction of what some believe is the face of the Hindu god Ganesh (the head of an elephant) hence its name. The exterior bears a gruesome carved visage, thought to ward off evil spirits.
The Gate to Heaven
On the most eastern point of the island, Pura Lempuyang is around two hours from Ubud. It is perceived to be the holiest of temples, containing seven sanctuaries and surrounded by forest known to the locals as the “lungs of Bali”. Climb the infinite staircase and take in the breath-taking scenery.
The floating temple
Located between mountains, and honouring the water goddess Dewi-danu, the 16th century temple of Pura Ulun Danu Bratan sits on Lake Bratan. Consisting of four shrines, this is one of the famously photographed temples and the iconic image of Bali you see in the travel brochures.
TOP TIPS
Menstruating females are considered impure and therefore forbidden from entering religious sites and temples during this time. Sarongs and waist sashes are mandatory in most religious sites and can be rented at the entrance. Each temple is a tourist magnet and likely to be inundated at peak times. Your guide will advise the best time to visit and arrange ticket purchase or donation.
Water babies
In each of the resorts, you will have access to a multitude of aquatic activities and trips including dolphin watching, fishing trips, snorkelling and surfing. Charter your own vessel or join a boat trip to the island of Nusa Pineda for a sea adventure.
If diving takes your fancy, Tulamben in the north west, is a living museum to the American cargo ship, USAT Liberty which has lain on the seabed since it was torpedoed by a Japanese submarine in 1942. In this resort you can also visit Pura Besakih and Pura Lempuyang temples.
Delight in the history of Bail acted out splendidly through song and dance during a theatrical extravaganza either at your hotel or at a local venue.
Balinese Weddings
It’s doubtful you will visit without experiencing a Balinese wedding. The union of marriage is signalled to the community by adorning the entrance and doorways of both the bride and groom’s houses. The celebrations consist of a series of rituals that extend over a number of days, during which the couple’s homes are open to the whole community, inclusive of friends, family AND tourists.
Don’t be afraid to stop and say hello, everyone is welcome and it is believed that a token visit from an outsider will bring the couple good luck!
Where to stay
Ubud is perfect for navigating around the island given its central location. Known as the creative and artistic heartland, it’s bestowed with many wonderful natural attractions. Lots of day trips start from here and it is also home to Ubud Palace, formerly the official residence of the royal family of Ubud.
Seminyak, on the south west of the island, comes highly recommended for its beaches. Kuta and Legian are renowned for nightlife - perfect for the retail junkies, night owls and those who like to dance the night away!
Nusa Dua is considered the ‘up market’ choice and the most secure resort on the island. It consists of several international fivestar hotels, lining beautifully maintained sandy beaches and a shopping centre, all of which are ring-fenced and protected by security. Located just 20 minutes from the airport, it is a popular family destination and a personal favourite.
Canggu is a great place to stay if you want a piece of the action but don’t want to be in the thick of it. This small fishing town is situated just six miles from Kuta. Here you can visit two century old temples - Pura Batu Bolong and Pura Batu Mejan - or just lie back and relax.
TOP TIPS
Whilst it is a small island, Bali’s places of interest can be a good few hours’ travel apart. Renting a car with a driver is easily affordable. Staying in a variety of hotels en-route to the key locations prevents the same roads being travelled and avoids the dreaded rush hour moped mania. Day trips can be booked at the hotel, tour operator or street vendors. Bali is best enjoyed as a roam free holiday without clock watching. It would be a crime to stay static when so much is on offer. From the extreme to the serene, Bali will fulfil your dreams.
MARKETING MATTERS MORE THAN EVER BEFORE
In Touch caught up with Marianne Hewitt to discuss the need for an agile approach to one of the most important areas of any modern business.
Marketing has evolved from a supporting non-strategic department to one of the most important actors in today’s businesses, driving profitable growth, retention, loyalty and advocacy and has transformed from a product-pushing entity to a customer focused activity, striving to build value based customer relationships. Inbound and outbound marketing processes require many different skills and areas of expertise. There are over 15 areas of specialisation for marketers to understand and select as a career focus. While technology has spurred on the need for specialisation, our organisations, processes and practices have not kept pace. The level of confusion increases in a segregated environment with loosely defined roles and responsibilities and disjointed marketing processes. As a by-product of organisational fragmentation, data silos have resulted in exacerbating challenges in delivering a timely, relevant and contextual experience. Integrating inbound and outbound marketers is a first step organisationally in achieving an effective omnichannel program. We turn to the inbound and outbound marketers in the Demand Centre (marketers with expertise in direct marketing, event marketing, search marketing, email marketing, web marketing, social marketing, mobile marketing, ABM and lead management) to work with the marketing strategist to design the omni-channel programme that achieves programme objectives and complements the buyer’s journey.
Core programme team
The programme is ultimately launched by these marketers with marketing operations at the controls. The tactics are led by a marketing programme manager with oversight by the marketing strategist. The core programme team includes the marketing strategist, marketing specialists from the Demand Centre, marketing operations, content marketers and creative and user experience designers. Information Technology specialists and data analysts are also part of the core team. As marketing is data driven, insights would have been a key input at programme inception and design. In the second tier, around the core team and internal to the business, we have brand, product, sales, service and finance. The third and final tier is external to the business and include agencies, platform providers and data providers. With all the relevant marketing specialists (internal and external) represented in the cross-discipline team, each specialist can provide a point of view about how best to approach the work and contribute to problem resolution as problems inevitably arise. With the
deep expertise of multiple disciplines coming together in a cross-functional team, the quality of the CX and the content, messaging, imagery and delivery will yield much higher conversion rates. However, the team structure is only part of the formula for success. Collaboration among marketing disciplines will move us toward a more agile and innovative marketing culture. Marketing needs a systems mindset to maximize its effectiveness using the technologies it has at its fingertips today
Agile marketing
A collaborative ecosystem moves us toward a more agile and innovative workplace. Assets and deliverables are produced in smaller units allowing us to fail fast and learn faster. We design programmes in incremental fashion to more effectively promote and test customer engagement and revenue generation. This approach is referred to as agile marketing; high growth companies are very mature in their adoption of agile marketing. A single project collaboration tool intended for projects and managing workflow, approvals, communication and status is a good alternative. Examples of this type of tool are Percolate, Monday or Adobe Experience Manager. The tool can be configured to reflect the common practices and processes that have been agreed to for all marketing programmes. Passing deliverables on to the next step in the process and gathering approvals as they move, results in faster, more accurate and less costly asset production. Going to one source or tool to get programme status and providing full transparency to management and all stakeholders results in higher levels of confidence for all. All in all, elimination of the people, technology, and data silos will remove many of the barriers to achieving excellence in marketing, realising productivity improvements and generating revenue.
As we bring the key solution components together, we have the foundation for a high performing marketing ecosystem. That ecosystem results in: 1. Marketers more fully appreciating the value of omnichannel programs and a deepened understanding of the power and role of individual channels 2. A scalable approach to work that delivers assets and programmes which can be enhanced quickly and easily 3. A spirit of continuous learning, improvement and innovation in a deeply collaborative environment 4. Marketing influenced revenue with more profitable growth and retention. By eliminating marketing’s digital divide, marketing transforms itself from a rigid, isolated hierarchy to an integrated and aligned ecosystem of internal and external marketers that deliver profitable growth and retention. Using an agile marketing approach, we’re failing fast and learning faster to drive innovation. Our programmes are designed better, yielding more effective marketing. With the high level of team interaction, we’re reducing the probability of confusion and waste. And through the synergies of teaming, we’re achieving better results.
About the author
Marianne S. Hewitt has held senior marketing and technology leadership positions in industry and practice leadership roles in the global consulting environment.
