Scott Gould helps change makers and organisations to get people highly engaged around their mission. He created a simple model that is presented in his book, The Shape of Engagement, which codifies how people engage with ideas, products, organisations, and each other. A former church minister, Scott’s champions the cause of real engagement in a world where so much is only skin deep, which is vital if we are to solve the profound challenges facing humanity today.
Media Marketing: What should the organizations take care of in order to properly motivate their public, especially in this time that changed our whole planet?
Scott Gould: Organisations across the world need to do two things IMMEDIATELY if they haven’t already done them: the first, stop doing anything that you do that isn’t valuable, because it’s costing you money, and instead focus on doing what you do best. Go big on your strength and stick to it. The second thing is then tell everyone about that offering, and don’t stop. Show people how you are there for them with the amazing value you provide. The worst thing to do in a crisis is to stop talking. Don’t make that mistake. Keep talking.
Media Marketing: What core values should the management of companies have in their strategic plans?
Scott Gould: The core value that every organisation’s strategy needs right now is, how do we cut the rubbish and focus on delivering the best that we can, so that we don’t waste time on things that aren’t valuable. Organisations so long have wasted time, resource and money on so many things that were irrelevant – expensive offices, satellite locations, apply for countless awards – in the pandemic, none of this matters. We now work from home in pyjamas. So what matters? VALUE. So stick to that!
Media Marketing: What will you be talking about at our PRO. PR Conference? What would you want the participants of the Conference to remember? What are the key messages?
Scott Gould: At PRO PR I will be talking about the most important competitive advantage in the world – engaged customers (and employees!) What I want people to take away is HOW we engage people – how do we win their hearts so that even in a pandemic people are loyal to us and stick with us? That’s what I’m going to look at, and what everyone will leave with is the knowledge of how to do it themselves!
