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Why has Google brought these products to market?

Why has Google brought these products to market?
Here’s an interesting question. Why haven’t Google glasses been flying off the shelves like we might expect from the latest version of the iPhone? I predict that Google glasses and the Google car will never sell in mass numbers, not because of what they do – they are both amazing products after all – or even because of how they are sold. We are naturally suspicious of really innovative products and services and there still remains the question: ‘Why has Google brought these products to market?’

Comfort zone

Pretty much everybody I know talks about ‘Googling’ something, we are generally comfortable with that because there isn’t really a viable alternative (how often have you done a Bing?) and we all understand why this part of their business exists. Increasingly though, we are becoming uncomfortable with the domination of big global brands – such as Google and Facebook – and the way they use secret and unfathomable methods to manage our data, lifestyle and what we type into our computers, in order to get a better outcome for their advertisers. Big global brands have been around for a long time and they come and go. We may have opinions about Nike, Coca Cola and McDonalds but in purchasing a pair of running shoes, a fizzy drink or a burger our lives are not intruded in the quite the same way as when we type a word into Google or Facebook, only to find a string of adverts, carefully selected to reflect our lifestyle, interests and demographic. Sometimes this is really useful but when does it becomes intrusive and at what point do we stop trusting these services?

Positioning

Think about some other brands that you are comfortable with. What is different compared to those that you don’t completely trust? My bet is that these brands do the exact opposite to how most businesses position themselves. Rather than starting with the product or service, the most successful business always start with their values – they start with the why. Ultimately, nobody really cares what you do or how you do it, they buy your product or service because of why you do it. Think about it, all of the big brands and ideas that have failed or are failing; the only response seems to be to just reduce price. Compare that approach to aspirational brands, where the reason you buy them is because of what the brand stands for, not necessarily because of what it does. You can see this in action with desirable cars, fashion brands and gadgets. But what about dentistry?

One chance

Most people don’t buy the features and benefits of what you offer. Ultimately those elements help to rationalise the decision-making process but in the end patients buy the idea of how you can help them, they buy why your business exists and in this there is the real challenge for healthcare. Whether your patients were brought up in an era of free dentistry or they have never known anything but to pay for their services, their is an intrinsic relationship of trust that patients expect of their dentist which means that if there is the slightest incongruence between their expected level of trust and your delivery, then your patients will at worst walk away or at best leave to ‘have a think about it’. You just don’t get that many second chances in healthcare. This idea has an impact upon every part of your dental business and as a leader of your business you need to be aware of this. Why your business exists has an impact upon your ability to recruit and retain people with the right talents. Why your business exists has an impact upon how you attract and retain the patients that you want. Why your business exists has an impact upon how you motivate your team to help each other and deliver the level of care that you will be proud of. This means that why your business exists has an impact upon your own wellbeing, your ability to lead and let others manage and, of course, your results!

The seven key skills you need as a dental business leader:

  1. Inspire a shared vision – Think about your values and what is really important to you as a healthcare professional. Think beyond what you have got, how you do it or even how much money you will make. These things only work over time if you start with ‘why’
  2. Get the right people onboard – Recruit for talent, not skills. Attract the right talents by matching what your business is about with the people who really want to work for a business like yours
  3. Be the chief engagement officer – Make sure that everybody knows why you do it, what is expected of them, that they have the right support to deliver what you want, that there is no place for anybody to be carried, that everybody’s opinions count and that everybody has a chance to develop and grow if they want to
  4. Create a patient-centred culture – How often do you sit down with your team and work backwards from the perspective of your patients and what they actually want? Remember that trust and values bring patients back; not selling product features, benefits and price reductions
  5. Lead and let others manage – You can’t do everything yourself and your time is best spent with your patients if you have the right support from your team
  6. Take care of yourself – I don’t expect anybody forces out the words ‘I wish I had spent more time at work’ in their last breath. Be easy on yourself, maintain a sense of balance and perspective. Learn from failures and move on
  7. Know your numbers – Your results are an outcome of why, how and what you do. Don’t overwhelm yourself with pointless KPIs that you never pay attention to. Pay attention to what matters and look for trends over time, not just quick fixes.

At Club Connect you will discover how to lead and develop your business by learning from others, through facilitation, content and carefully selected guest speakers.

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