Innovation and Growth Mindset: Fostering a Customer-Centric Mindset in an Innovative World
In a recent masterclass hosted by Dave Ruane, localization thought leaders Véronique Özkaya, Co-CEO at Suma Lingua Technologies, and Olga Blasco, Growth Strategist and M&A Principal Partner at Lion People Global, shared their insights on driving growth and fostering innovation within organizations. Their discussion provided valuable perspectives on maintaining a customer-centric mindset and strategic clarity amidst rapid innovation and market changes.
Fundamentals of Growth and Innovation
Dave Ruane kicked off the session with the core topic: how to foster growth and maintain a customer-centric approach in an ever-changing landscape. Dave referenced an Accenture article on generative AI for customer growth, noting that the principles of value-led leadership, secure digital foundations, talent reinvention, and continuous innovation are timeless and essential for any growth strategy.
Véronique emphasized that the fundamentals of growth remain unchanged. According to her, two key elements are crucial for any business: clients and a growth mindset. Regardless of the industry, having a solid customer base and cultivating a culture of continuous improvement are imperative.
The Growth Mindset
Véronique elaborated on the concept of a growth mindset, describing it as a muscle that can be developed through curiosity, interaction, and persistent effort. She stressed that leadership plays a vital role in fostering this mindset across the organization. Alignment and clear communication from the top are essential to ensure that everyone in the organization is on the same page and committed to the agreed-upon strategies.
Clarity and Alignment
The discussion then turned to the importance of clarity and alignment in strategic initiatives. Véronique shared her experience, emphasizing that clarity in roles, responsibilities, and goals is crucial. Without it, initiatives remain vague and progress stalls. She advocated for a clear division of tasks and continuous communication to ensure everyone knows their role in achieving the organization’s objectives.
Véronique also highlighted the importance of ensuring everyone in the organization understands and relates to the company’s strategy. She recounted an instance where a consultant was brought in to assess the team’s understanding of the strategy, revealing that only 20% could articulate it clearly. This led to a simplified and more effective strategic communication approach, resulting in better alignment and engagement across the organization.
Communication as a Two-Way Street
Effective communication, both top-down and bottom-up, is fundamental in maintaining strategic clarity and employee engagement. Véronique and Olga highlighted the need for creating an environment where employees feel comfortable asking questions and voicing concerns. This open communication culture not only fosters clarity but also encourages innovation and collaboration.
Marketing’s Strategic Role
The role of marketing in driving growth and innovation was also discussed. Véronique pointed out that marketing should not be viewed merely as a lead generation machine but as a strategic function that provides valuable market insights and helps shape the company’s direction. The evolving role of the Chief Marketing Officer (CMO) reflects this shift, with longer tenures and a greater influence on strategic decisions.
A final word: The importance of Continuous Measurement and Improvement
The session concluded with a reminder of the importance of continuous measurement and improvement. Dave shared a mantra from a past manager: “Measure and it’ll improve”, highlighting how regularly assessing progress and making data-driven adjustments are crucial for sustained growth and innovation.
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