Marketing Myopia
The railroads decided they were in the railroad business. While they thought that, their passengers moved to cars and planes.
The railroads declined because they thought they were in the railroad business rather than the transportation business — and a club defined by its events is doing exactly the same.
- We run eventsA first-year wants to meet people, a third-year a line on the CV
- What event shall we run this term?Is an event even the best way here?
- We send the alumnus an invitationThe alumnus needs a reason not to disappear
- The situation
The board changed and the calendar of events did not. Nobody remembers what it was for.
- What the model says
The club has defined itself by a format. So each term the question is what event to run, and never whether an event fits here at all.
- What you do
Give the board thirty minutes: everyone privately finishes the sentence 'Our club exists so that ______ can ______', without using the words 'event', 'activity' or 'organise'.
What it claims
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Who created it
Why this is your problem
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Why gslk uses it
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Where it runs in the product
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Source
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The primary source is in copyright. This page retells it in our own words and cites it rather than reproducing it.
These works are related to the one you just read — and not by accident:
shared competencies: Brand and value, Strategy
shared competencies: Brand and value, Judgement
shared competencies: Brand and value, Judgement
shared competencies: Strategy, Judgement
Of the ten gslk competency domains, this work grounds:
The same work written for a member: what to do with it in the club.
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