All commercial growth starts and ends with people.
Whether the conversation is about a new system, a technology, a B2B product, a manufacturing process, or a business model, all growth is a result of people doing something they were not doing before. But for some reason, our vocabulary around growth tends to dehumanize it. We focus on what organizations do and the outcomes of clever strategies, but growth only happens when human beings take action.
People make strategy real.
Global strategy becomes real when teams in local markets agree to take action. Marketing Strategy becomes real when consumers choose our products instead of someone else’s. Service Design becomes real when frontline employees adopt a new way of delivering a service. Product Innovation becomes real when a retailer agrees to put your new product on a shelf. Each of these things involve someone doing something they were not doing before.
Where thinking meets doing
The past ten years at Propellerfish has been a front-row seat watching people make growth happen or hold it back in businesses around the world. Our team has championed the realities of local teams on global innovation projects. We have spent time with traditional retailers in India understanding how they think about inventory. We have spent time on factory floors in Germany understanding worker concerns about digitisation. We have delivered sodas to retailers in Nigeria. We have unlocked the potential of a B2B technology by recognising that the current interface is unintuitive to non-engineers. We’ve worked on petrol station forecourts to understand how to motivate staff to deliver better service.
Successful leaders recognise that commercial growth is delivered by human hands and work backwards from the people to make growth happen. Because designing commercial growth around the people who make progress happen brings us several steps closer to making growth happen in the real world.
By Alex Marquez
Alex founded Propellerfish in 2009 and is currently leads the team based out London.