Sunday, December 10, 2006

Holistic Marketing at Toyota

Need more evidence that Holistic Marketing is the way to go? Look no further than the December issue of Fast Company and the story on The Secret of Toyota's Success (Pg 82). The quick and dirty of the story is that Toyota's operations in America are kicking some serious tail because they are never satisfied with their performance and thus always seeking to improve.

The process they describe is an example of Holistic Marketing at it's best. Toyota seeks to create a culture where everyone is trying to add value at every step and the best thing about it is that they don't even think about like it's marketing. This article focused mostly on manufacturing but once you accept the idea of adding value everywhere, at every level, by everyone then you're entering the realm of Holistic Marketing.

The beauty of it all is that other companies can try to copy the mechanisms but unless they internalize the belief that every single person can add value they will just add another project to be completed rather than building a culture where every person is focused on creating value for the customer.

The folks at Toyota have found a way to employ the principles of Holistic Marketing but their way shouldn't be copied ad hoc. Instead we should all find "The Secret to Our Success" rather than trying to copy Toyota's Secrets. If you focus on the principles; that every person can and should add value, that we always have room to do better and that when people believe in something they are capable of powerful things then you will find the "Secret to Your Success".

When you do it the right way, the authentic way you'll find a lasting answer, rooted in Holistic Marketing, rather than a copycat answer based on another companies hard work. Start with yourself and create value by making the process better every day and soon it will start to spread. Ask yourself, "What can I do to create value for the customer?"...and then do it!!

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