The Chief Reminding Officer – who looks after this in your business and do they know what to remind people of?

Ever heard of the Chief Reminding Officer role? No, nor had we. But turns out, once you’ve heard of it, you can’t unknow it and it is one of those obvious but often forgotten elements required to ensure you have a team creating success. Have a listen for our main takeaway from Patrick Lencioni’s virtual event.

BRANDING BEFORE BREAKFAST EP 69 The Chief Reminding Officer – who looks after this in your business and do they know what to remind people of?

Hi. Today, I want to talk to you about a virtual conference that I attended last week with Patrick Lencioni. He’s an American writer and he focuses on all things organisational health, so teamwork and management. And I passionately believe that your business culture is inextricably linked with brand. So one of the theories that he posed in this conference, was that a CEO should actually be called a CRO, which is a Chief Reminding Officer. He said that in the day-to-day work, everything that you’re getting involved in, also your team members personal lives, things can get lost. They’re not always remembering. It’s the CEO or the CRO’s job to come back and say, hey, remember where we’re all trying to head? Remember why we all believe in this? And remember the values that we’re trying to adhere to? And so it got me thinking, what if a CEO doesn’t actually know the story that they should be telling consistently and constantly to their team members. What if a business hasn’t taken the time to really articulate the why behind what they’re doing, to understand why everybody should be getting up in the morning and why everybody should feel passionate about the end goal.

At Tiny Hunter, when we define a brand strategy, we look at eight main areas. So, first we focus in on the Brand Essence. We look to the brand purpose and its role. We look at the target audience and the problems that we’re going to solve for them. And from there we can say, okay well these are the functional and the emotional benefits of the brand for that target audience. We can then define the customer value proposition. And we can also look to the brand positioning statement and the brand’s values and its personality.

So, today I’d like you to have a think about if you are really clear on some of those elements that I’ve just mentioned. Do you feel confident that you can consistently and constantly be the Chief Reminding Officer to your team? Can you tell them, hey, remember where we’re heading? And remember why we’re heading there, really easily? So go away, have a think. If you can’t, you need to find some space to pay attention to that and try and figure that out. That’s it for me. Time for brekkie.

Jo Whelan

Written by: Jo Whelan
Published: March 30, 2021

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