How do Netflix series producers manage to get people to watch their content for a long time? And why do governance professionals sometimes have the greatest difficulty in engaging their audience (Board and management) for good information and good documentation?
For some decades now, consumers have been successfully affected with experiences when making purchases or using services of any company. If a company wants to be successful, it has no longer been just about delivering high-quality products or services, but about creating optimal experiences for the consumer. So has developed the ‘Experience Economy’ and it is marketers now who are making the difference between ‘winning and losing’. Based on the peak-end rule of Daniel Kahneman marketers create intense positive moments (“the peaks) and the final moments of an experience (the “end”).
Governance professionals can learn a lot from these marketers. Governance professionals have also been creating and organizing events for many years – board meetings and board ‘away days’.
Inspired by the marketers, governance professionals need not only serve the Board in supporting the decision making processes in the best possible way, they can also create positive experiences to these board meetings. By doing so, they add real value to the core processes of the Board, because a positive experience can lead to a memorable or transforming memory to this experience which is a good predictor of future behaviour in the boardroom.
The principle is simple. When Ikea’s marketers success in getting consumers addicted to their brand by selling cheap ice creams and hot dogs at the exit, then the governance professionals must be able to do the same to get the Board addicted to their governance brand.
This event provides some practical tools to equip you to adjust your daily work as a governance professional to increase your impact and visibility in or around the boardroom.
Edo de Vette is a professional speaker, consultant and entirely devoted to corporate governance and especially the new role of the Corporate Secretary.
Edo is founder of New Public Support and the platform 24governance.
His mission is to increase the impact and visibility of governance professionals, worldwide. Edo is the author of “De Steen der Wijzen” a personal search for new insights for good governance, based on his 15 years of experience as a Corporate Secretary of Portaal, a large real estate company in the Netherlands. He is a lecturer at the Governance University in Doorn and Windesheim University in Zwolle. He is fluent in Dutch, English and proficient in German.
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