[MUSIC] When we think about executing strategy, getting traction for our strategy we often forget that whole effort we put into designing the strategy and this would be the brand strategy in this case. Is, we often don't pay the same kind of attention to actually designing the implementation, the execution of that strategy. If you think about the word traction, the word action is actually part of it. So this video is all about not how do we engage our customers in the brand, and create a relationship between the customers and the brand, maybe an emotional bond. It's about taking that same process and applying it to the employees. So if you think about this sales funnel here, you've seen this more than once. It's the same process that we need to, in some sense, the old AIDA model from the sales funnel, it's awareness for our customers, interest, desire, and action. We get people, it gets narrower and narrower because fewer and fewer people proceed along, we can think about the same process when we think about engaging our own employees. Thinking about engaging their heads, will they pay attention to the brand, are they aware of what we're trying to achieve? We can think about their heart. Will they accept our strategy, in the broadest sense? Will they become advocates? Is there advocacy that comes as a result of it? Does this personally motivate them? And then in terms of hands, their behaviours, do they know, actually, what kind of actions they need to engage in to perform the behavior. And then adherence is, do we actually support these actions, do they become habits, if you will. So that's the video here. We're going to talk about the six A's framework and I'll try to highlight some of those aspects and show you the process or some of the tools you might think of when actually rolling out a brand engagement program. One, by the way, that never quite ends because you have to take new employees along the journey and you have to support the journey and ultimately the culture which is an outcome of many actions, right? Culture is defined as the way things are done around here. The true adherence at the end comes from the culture, the support we provide. So if you think about the importance of actions in Western philosophy Aristotle has said, we are what we repeatedly do. Maybe a little more poetically, Lao Tzu said into Eastern philosophy, watch your thoughts; they become actions. Watch your actions; they become habits. Watch your habits; they become character. Watch your character; it becomes your destiny. So, these actions are very much about what you end up becoming as an organization. And if we think about management thinkers, Mintzberg talks about this concept of emerging strategy. He thinks strategy is really the outcome of thousands of behaviors, often understood afterwards, by the way. But he talks about improving our strategy has less to do with coming up with better broad strategic plans, it has to do with improving behaviors. If we can improve the behaviors, many behaviors, we improve strategy. So this is really about, the important aspect of the six A's is the action but to get action and to sustain it, you need the other five of the six A's. I'll use a case study I wrote on an Icelandic telecoms communication called Siminn to highlight some of these tools, that you might be able to use. I co-authored this case study with Susan Fournier, who is a colleague of mine at Boston University. And this module, Module 4, has really two big components. One is the, if you think about brand practices, that's really about kind of the organization design, the organizational context. It's really about doing the right things, if you will. This brand engagement is very much about the delivery side, and it's about doing things right. And for Siminn, it was about a state owned enterprise, the Telco, seen as kind of the old man at a party nobody really wants to talk to, but stodgy. And turning them into a modern Telco. Going from very separate siloed products to overall solutions, especially in the business to business space. But also on the consumer side, where you're not looking at what we call quadruple play between telephone, broadband, TV, mobile. The whole mix. So it was a real transformation they went through and I think they did a fabulous job. In terms of focusing on the implementation the journey and the success. In getting it done. [MUSIC]