In the book, “Visibility Marketing,” by David Avrin (Visibility International), businesses are challenged to position themselves on a Visibility Matrix through the eyes of a prospective customer or client. The matrix looks like this:
Avrin asks businesses to plot where they are today, then plot where they want to be a year from now (and three years from now), then draw a line from where they are to where they want to be. The idea is to provide the business with a path to select and implement marketing tactics to achieve that goal.
The Lower Left quadrant represents businesses that are both unknown and disliked. In the extreme corner of the quadrant live business categories that you simply don’t want to do businesses with, like payday loans or bail bonds. A less extreme example presented by Avrin is a new owner of a local shop that had a poor reputation and it needs to be overcome. The worst case in this quadrant is that you move up vertically (toward villain). A better scenario is you make progress along the x-axis (horizontally) to become more liked by existing customers before you move vertically up the “well-known” axis.
Each of the other quadrants are defined in a similar manner, with the top right quadrant being the goal for all businesses. By determining where your business lies relative to “well-known” and “loved” at this particular moment, you can develop a strategy to move it in a positive direction along each axis over time to get to where you want to be.
While Avrin’s matrix and his examples are written from a marketing perspective, we submit that the same approach can be applied to CSuite leadership.
Think about the leader who lives in the lower left quadrant. From the employee perspective, the “boss” is very disliked but maybe he keeps a low enough profile that it’s tolerable to stay in the job, at least for the short term. In other words, he’s dismissible and disrespected.
On the other hand, a company with really high employee turn-over may have a leader in the upper left quadrant. He’s disliked and makes himself known to everyone (and often). It’s a recipe for disaster.
In companies with incredible culture, you’re more likely to find leaders in the upper right quadrant. These are the companies that the best employees flock to, and stay! Their customers love them because the employees love their work and it shows. This elevates the customer experience in unbelievable ways. You get the idea.
As the CEO, business owner, or business leader, ask yourself where YOU fall on this matrix. Be sure you do this through the eyes of your team members, not through your own eyes. Once you plot where you fall today, next plot where you’d like to be in one year, three years, or five years. Draw a line through that path. Once you have the visual, it’s time to get to work. Develop a strategy and identify specific tactics you can use to move yourself along that positive trajectory and become a better leader for your business and your team. Don’t be surprised if your churn declines and your bottom line improves!
What do you think about transferring the application Avrin’s marketing visibility matrix to CSuite leadership? We’d love to know your thoughts!
By the way, we highly recommend you pick up his book, “Visibility Marketing!” It’s packed with a wealth of information about what it takes to “grab attention, build your brand, and win new business.” Read it yourself, then pass it over to your marketing department or agency to read!
This book was brought to the table by one of our members at a recent LXCouncil meeting. Being around the table with other leaders, listening to their concerns and challenges, along with solutions and best practices can help you take your business and leadership skills to the next level.
If you’re ready to take your business and leadership skills to the next level, and if you think your business could benefit from more insights like what’s offered in this article, let’s start a conversation. LXCouncil may be the perfect next step!
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