本期Gartner ThinkCast聚焦于如何打造卓越的团队和有吸引力的品牌。文章挑战了“好文化就是持续快乐”的传统观念，强调真正的优秀团队在于拥有充满活力的争论，而非一味追求舒适。此外，营销专家Afdhel Aziz提出“知道你的使命，超越盈利”，鼓励企业关注其存在的根本意义。然而，Gartner专家Rick DeLisi指出，许多公司在品牌建设上采取了相似的“品牌为消费者做什么”的策略，导致难以脱颖而出。文章深入探讨了如何通过拥抱挑战、明确品牌使命以及采用差异化策略来提升团队和品牌的竞争力。

💡 卓越团队的构建并非基于一成不变的舒适，而是鼓励积极、有活力的争论。正如丹·科伊尔所言，真正的优秀团队能够进行强有力且充满活力的讨论，这有助于激发创新和解决问题，而非追求表面的和谐。

🌟 品牌建设应超越简单的盈利目标，明确企业存在的“使命”至关重要。Afdhel Aziz强调，企业需要理解其超越金钱的根本价值，并以此为基础与消费者建立更深层次的连接，使其品牌在市场中更具吸引力。

🚀 在竞争激烈的市场中，差异化是品牌成功的关键。Rick DeLisi指出，许多公司采用相同的品牌策略，导致难以脱颖而出。企业需要探索更具创新性和个性化的方法，以独特的方式与目标受众沟通。

🤝 建立真诚的信任是促进真正协作的基础。文章探讨了如何通过透明沟通和共同目标来培养团队成员之间的信任感，这是实现高效合作和卓越绩效的先决条件。

Forget the unicorns and rainbows. We all don’t have to sing “Kumbaya” to establish a good company culture. 

“We think of good cultures as these places where people are happy, happy, happy all the time, where there’s no arguments. That is not true. Good cultures are places where people have strong, vibrant, energetic arguments all the time.” (Dan Coyle, Best-selling Author)

We won’t be argumentative, but we always want to challenge to standard notions for driving success, and this time on Gartner ThinkCast, we look at what elevates the best groups and teams above the rest of us. Spoiler alert – it does not mean making everyone feel comfortable. Then, marketing guru, branding expert and author Afdhel Aziz helps you elevate your brand above the noise in today’s marketplace: “Know your purpose. Know why you exist as a company beyond just making money.” 

And many companies are taking the approach of, “Ask not what you can do for our brand. Ask what our brand can do for you.” But Gartner expert Rick DeLisi says you might want to ask it differently: “It already feels like a smarter, more contemporary, most sophisticated approach. The problem is, so many companies are taking the same, exact approach simultaneously, it’s real hard to differentiate.” 

RELATED LINKS

Tell an IT Value Story that Executives Will Care About 

The Future of Data and Analytics: Tales and Trends from the Center to the Edge 

Transform Security and Risk into a Business Function (Panel Discussion) 

The Looming Impact of the Emerging Digital Society (Panel Discussion) 

Managing the Risk of Artificial Intelligence 

The Gartner Top 10 Strategic Technology Trends for 2019 

Gartner Marketing Symposium/Xpo 2019 

Gartner Conferences homepage

THE CONVERSATION RUNDOWN

00:00 – Opening Thoughts

01:53 – Daniel Coyle: Groupthink – Building Great Teams

02:47 – What’s holding our teams back? 04:32 – Three universal rules of successful groups 07:05 – The most important element 08:57 – The Pixar Story 11:34 – Reflecting on the U.S. Navy SEALs

14:08 – The Gartner Webinars

15:30 – Daniel Coyle (continued): The San Antonio Spurs’ champion dynamic

18:40 – Building sincere trust 22:21 – How do we encourage true collaboration?

25:33 – Gartner Conferences

26:54 – Afdhel Aziz: Good is the New Cool

28:39 – Why “good is the new cool” 30:35 – Market like you give a damn 34:01 – They’re not consumers, they’re citizens 36:19 – People are the new media 40:32 – Don’t advertise; solve problems 44:15 – Steps to being a purpose-driven organization

46:40 – Ahead on Gartner ThinkCast

47:38 – Rick DeLisi: Brands Need More Than Values

48:02 – What distinguishes the “corporate brand”? 49:13 – Rising above the brand crowd 52:07 – Are companies aware they need a new approach? 54:28 – How do we differentiate our brand? 57:01 – Nine categories of personalization 1:00:20 – Where do you focus your efforts?

1:02:18 – Closing thoughts

We’re all about winning teams and attractive brands this time on Gartner ThinkCast.