{"id":643,"date":"2017-01-24T20:24:44","date_gmt":"2017-01-25T04:24:44","guid":{"rendered":"https:\/\/cba-design.com\/united-states\/2017\/01\/24\/internal-valorization\/"},"modified":"2017-01-24T20:24:44","modified_gmt":"2017-01-25T04:24:44","slug":"internal-valorization","status":"publish","type":"post","link":"https:\/\/cba-design.com\/united-states\/news\/internal-valorization\/","title":{"rendered":"Internal Valorization"},"content":{"rendered":"\t\t
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As each theme is quite weighty on its own, I\u2019ll be tackling them in installments. It\u2019s important to note that when these themes work in concert, they guide some of the world\u2019s most powerful brands, and can play a role in changing the very fabric of our culture, impacting the way we interact with the world around us.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Internal Valorization<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Many of the companies and brands at Fast Company\u2019s Innovation Festival placed an unusually high value on people, and not necessarily in the traditional business sense. Many of the speakers remarked that an empathetic culture towards internal teams means that the team carries that culture forward, reverberating through each touchpoint of the brand. Susan Reilly Salgado, the Managing Partner of Hospitality Quotient, specializes in hospitality and making consumers feel cherished, and yet even Salgado spoke about the importance of internal valorization: \u201c[W]e first get all our benefits by curating a great place for our employees.\u201d<\/p>

A common tool for creating a strong internal culture was the \u201cskeleton\u201d method, and it came up often. Susan Reilly Salgado, Alli Webb, Co-Founder of Drybar, Melanie Whelan, CEO of SoulCycle, Rachel Holt, General Manager of Uber North America, and Jonathan Neman, Co-CEO of Sweetgreen all spoke about the skeleton method, wherein employees are given the skeletal framework of who their brand is, but are trusted to flesh out their own work as they see fit. Give employees – or local branches – the goal, but let each team determine the method to achieve it. According to these speakers, the skeleton method is especially fruitful for brands who have local outposts across the country.<\/p>

To further the emphasis on personal focus, Both Salgado and Whelan made a point that they don\u2019t hire based on technical skill, but rather on emotional aptitude. Their perspective was that how the employee fits with and speaks to the brand\u2019s culture is much more critical to a business\u2019s success than how efficient they are at accomplishing tasks. While this seems to fit best with our idea of smaller, local companies, Uber has proven that this works best with large scale companies as well. Holt says, \u201c[w]e\u2019ve had, as we\u2019ve grown, to create more structure, but structures which allow local best practices to be rolled out easily.\u201d<\/p>

Samantha Bee, host of TBS\u2019 hit late night show Full Frontal with Samantha Bee, embodies this principle of internal empathy the most. In fact, the comedian doesn\u2019t really care about anyone else outside of the team creating her show. \u201cWe\u2019re only on once a week and we only have 21 minutes, which are so precious to us, so the last thing on our minds is \u2018how is this affecting people.\u2019 We are here for the 65 of us in the building, making the show. We want to make a show we\u2019d watch.\u201d And while Samantha\u2019s point of view is blunt, her perspective makes a lot of sense. Placing internal teams at the top allows brands to cultivate their own particular, ownable culture, which can then trickle down. That internal team \u201clives\u201d the brand first and foremost and can become true brand ambassadors, a strong driver in developing long-lasting consumer engagement. As Will Dean, the Founder and CEO of Tough Mudder views it, \u201cI founded the company and hired the first few people, but everyone you see here is building the brand.\u201d<\/p>

Valuing internal teams is but the foundation in creating an impactful brand, and over the next three weeks I\u2019ll be adding more layers. Check back in next week when I dive into the second core theme from Fast Company\u2019s Innovation Festival: diversity!<\/p>

Authored by CBA Brand Strategist, Chelsea Brown<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_categorie":[41],"class_list":["post-643","post","type-post","status-publish","format-standard","hentry","blog_categorie-insight"],"acf":[],"lang":"en","translations":{"en":643},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/posts\/643","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/comments?post=643"}],"version-history":[{"count":0,"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/posts\/643\/revisions"}],"wp:attachment":[{"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/media?parent=643"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/tags?post=643"},{"taxonomy":"blog_categorie","embeddable":true,"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/blog_categorie?post=643"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}