Idea for my topic
I would like to research how the persona technique could be applied in a B2B setting, more specifically to a company called Enspire, which creates team-based business simulations to enhance leadership. Enspire has just released a new product called Management Challenge, which focuses on young newly hired “middle managers” and developing their ability to communicate with their staff and make effective decisions. Bjorn Billhardt, the CEO, told me that prior to this product’s release they would like to drill down on which industries and/or departments might be interested in this tool. As they evolve this product, it is his hope to engage in a degree of co-creation with clients and customize the challenges presented to the exact needs of their target clients.
Why is this topic interesting to you?
This topic is interesting to me because I am passionate about marketing products and services that have a transformational effect on the consumer. Management Challenge aims to educate and change behavior (ie have new managers make better decisions) which inspires both the educator and the idealist in me. It also presents an exciting (hopefully viable) solution to the problem of today’s instructor-led professional development modules: many managers are not applying the content that they supposedly “learned” in the workshop to their daily managerial activities (feeding the point of view –of some—that professional development is not worth the expense). Enspire’s approach of designing a “pivotal moment” or experience that will shape the participants’ future actions is not only unique but very attuned to the popular cultural phenomenon of using technology to take an active role in an experience that was once passive (ie think of social media pull marketing or reality TV).
What is the connection to the gathering and identification of customer insights and/or the design of valuable customer experiences?
In thinking about which companies or customers would deem this a valuable experience there are many considerations. First, who is their existing client base for their products already on the market? I have not yet looked at their Salesforce.com data but they have offered to share this with me. If they haven’t already, I wanted to do a sort by industry, department, level of participant tech savvy, age of trainees, financial goals (ie bottom or top line driven), level of creativity etc.
Next I was hoping to conduct some interviews with their typical decision makers, either an HR Manager or Learning and Development executive, to begin to uncover what needs are currently being unmet. Not having read the entire “Business Model Generation” book I’m not quite sure how to apply the Empathy Map in this context but my goal is to create at least one possible B2B persona for whom this product could be a viable solution.
Finally once I have fleshed out this persona I am hoping to make recommendations for how Enspire can design and pitch this product to this customer. Referencing the earlier discussion of the value proposition of this tool, a simulation is only as powerful as its ability to create a realistic environment for the participants. By tailoring the scenarios to the unique challenges experienced by middle managers in x field, the participants post-game decisions are (hopefully) enhanced. Moreover, in selling this product, it is critical to the pitch to convey how this technology is customized to the context in which these particular managers are making decisions.
As a brief aside, a concern I have going into this study is whether these HR interviewees want this simulation will focus on process or outcome. A process simulation would aim to help managers recognize a given context and model how to think through a problem (ie weighing whether to make a decision to upset internal and external stakeholders) whereas an outcome simulation would focus more on a guaranteed cause and effect (ie if you use “I messages” when delivering negative feedback you will get a more positive response). I do not believe the latter focus will be as effective as a management training tool so I am very interested to see the comfort level that HR managers have with a training that doesn’t have as concrete takeaways. Not having experienced the final iteration of this simulation, I am not sure whether Bjorn’s vision aligns with mine either.
Cite and briefly describe one article that is related to this topic
So far I have delved into the white papers offered by Enspire which evangelize the benefits of experiential learning. “Simulations throw learners into unexpected territory –facing problems that can range from benefits decisions to terrorist threats—and allow them to practice their leadership skills in difficult real world situations” Computer based simulations “can teach the subtleties of leadership through carefully engineered events, decision points and conflicts” In the bibliography of this white paper I was also able to find a study conducted at Wayne State University regarding the efficacy of simulations (http://sbaweb.wayne.edu/~absel/bkl/.%5Cvol32%5C32bb.pdf). These results included:
– The data do suggest that Simulation Type is the most significant factor in change in competency change for Impact and Influence
– Interestingly, older senior managers (over 40) significantly preferred the simulation to the game.
– The results show that using a simulation or game in a programme significantly increases participant enjoyment and perceived usefulness – suggesting that engagement in the learning activity is higher and that practice in using skills in a realistic (simulated) setting is fundamental in transferring the learning to the workplace.
– Senior Managers showed a greater increase in competency behaviours than those in lower positions in the organisation, counter to the result one would speculate – this may be due to simulation or game use in training provided their first opportunity to practice the competencies of Developing Others, Team Leadership and Directiveness and the self-confidence to transfer the new behaviours to the workplace.
Finally I have also begun to research their competition which includes:
– Income outcome http://www.income-outcome.com/
– CELSIM – based in Singapore http://celsim.com/celsim-team/celsim-company-profile/
- Tailored simulations (sales, negotiations,
– Imparta – http://www.imparta.com/about/about_overview
- lasting improvements in sales, marketing and service effectiveness
– HBR – Leading Teams with Emotional Intelligence Simulation
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