As I flew through the treetops the other day, the parallels between ziplining and giving up control of a brand were breathtakingly clear.
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You’ll have to weigh yourself before you can zip. The first obstacle is philosophical. Get on the roller coaster ride and aggressively debate the pros and cons of creating an open source relationship with your customers. Some companies are too lightweight – or too heavy – to connect to the cable. But some have what it takes to transform their business model and get off the ground.
- You’ll need to saddle-up with a harness, lanyard and pulley. If you decide to go for it, think things through with your management team ahead of time, not after the fact or when the dung is hitting the fan. Put on the right gear; establish the right mindset, re-shape philosophies and refresh critical viewpoints throughout the company.
- A helmet is not an option. How will your company react when consumers go negative? What’ll you do when customers speak their mind and you don’t like it? You’ll need to jump into the air with a hard helmet. A helmet gets you through the bumps and keeps your head clear.
- You’ll need to go up the mountain first. The scariest part isn’t flying through the trees at 50 mph, it’s reaching a position of unequivocal consensus within your management ranks.
- Taking the first leap is an act of faith. Companies are used to being in control. They believe that shaping and managing their own message makes them stronger. But enlightened companies believe this is delusionary. Their eyes are open and they see that customers are always talking about companies, products and services, no matter what companies do, or more typically, don’t do.
- You’re gonna go fast. As you do your zipline thing, it will sometimes feel like you’re out of control. Conversations are taking place in the open. Uncomfortable thoughts are being expressed. Individuals seem to have way too much influence. But remember this: as you’re screaming down the mountain, your company now has incredible insight into how it’s perceived. Why guess, or even worse, hide, when it comes to something so important?
- You can still steer. Yes, people are freely expressing their opinions for all to experience. But your company has built a trusted relationship by listening, learning and proving it genuinely cares.
- You’re connected to a cable. Consumers vote with their wallet. You’re linked to the most fundamental safety-line of all: a revenue stream that can be continually connected to your company’s action, or inaction. There’s never been a truer measuring stick.
- You’re not alone. Ziplining is an individual sport but lots of people do it with you. Now that you’re openly participating in social media, you’ve joined an active conversation that never existed until you took a risk. You’re part of a community, made possible by a leap of faith. Interestingly, your company was actually more isolated when it tried to control everything.
- You’ll want to keep doing it. By going one-on-one with customers and getting their feedback, you’re now able to correct inaccurate information, express your viewpoints, admit mistakes, reinforce brand loyalty, create better products, deliver better services, put a human face on your company and create an emotional attachment. You're hooked on the zipline experience!
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