More than 200 business representatives came together at the Doing it Differently conference to find out how they can be more engaging with their customers.
Hosted at The Engine Shed in Lincoln on Wednesday, February 22, delegates heard from three inspirational speakers including successful marketeer with experience at Google, L’Oreal and GetTaxi Rich Pleeth, international speaker and best-selling author Damian Hughes and World Championship medalist Debra Searle who rowed solo across the Atlantic Ocean.
Sue Cadd, Innovation Manager at the University of Lincoln and organiser of the event said: “Today was all about helping Greater Lincolnshire businesses to spark creative ideas and innovate new thinking that will help their business grow.
“The day is all about innovation and doing something differently – innovation means something different to everyone and is so crucial to the success of every business regardless of their size.”
Local businesses also spoke of their stories during the event including Funky3DFaces, which in 2015 went viral just a week after launching personalised Lego heads. Since then, founder Chris Lightfoot has had to make some drastic, out of the box changes to cope with the demand that ensued.
Now the company outsources its production to the countries where the product is most popular, such as America and sells to 48 countries across the globe.
Rich Pleeth explained how he was one of the people in charge of the ‘Google doodle’ which changes every day. He provided his top 10 tips on creating a successful business which pulled no punches.
Rich said: “Today I wanted to educate people on how they can run a start-up and how they can be innovative as well as how they can do it so much more efficiently.
“Looking at how the developing world is coming about, I want people to feel inspired about technology and how it is really helping the way we live every single day.”
Debra Searle said: “I think the main thing is I want people to have a real mindset shift about how 2017 can be a year to innovate but in order to do that, they have to first change the way they’re thinking.
“My key points today were to give them my mindset mastery toolkit and there are a number of different strategies that they can take away and actually put into their daily routines in order to make sure that they have the right mindset to do things differently.”
Damian Hughes, author of “Five steps to a winning mindset”, managed to show delegates that being able to deliver a simple message allows people to interact with it and rather than figuring out what a business wants to tell people, it should be looking at what it wants people to ask them.
Damian said: “The acronym I used was to talk about the five steps. The first one is simplicity, people can’t remember more than one idea, so don’t overcomplicate your offering by giving people more than that one idea.
“The T bit is to get people to think about it. Rather than tell them anything, listen to the questions that they’re asking because that tells you whether they’re interested.
“The E part of it is to be emotionally intelligent, explain why.
“The P bit is probably the easiest of them all. It’s about practicality. Don’t use jargon. You’ve got all of this amazing knowledge about your amazing product in your head but not everyone else does so make your language jargon free.
“The final bit is telling stories around it. People remember stories. Whatever your innovation is, tell the story of it and why it’s important to you, the difference it can make in people’s lives.”