There’s only so much you can do sitting at your desk.
Let’s face it. If you’re not engaging off-site with everyone and everything that makes your company tick, that’s a problem – and lost opportunity.
That’s why you and your business team colleagues need to periodically get out of the office and, for example:
• Listen to your customers;
• Get direct feedback from your ultimate end-users;
• Work with sales colleagues;
• Investigate and learn about important marketing geography;
• Talk with manufacturing colleagues in the plant.
I was reminded of this critical factor for success by Starwood Hotels & Resorts.
Twice in the last two years, Starwood has temporarily moved corporate HQ to another country for month-long immersions:
“To get to the heart of two of Starwood’s key markets — China and the Middle East, which account for 75% of its growth — the hotel group’s leadership team, including Mr. [Phil] McAveety [Executive VP-Chief Brand Officer at Starwood], the CEO, chief financial officer and others, took a month to immerse themselves in each location. The team spent March in Dubai and visited China in 2011.”
(Emma Hall, Advertising Age, A Peek Into Starwood Hotels’ Marketer Immersion Program)