Better Make It Real: Creating Authenticity in an Increasingly Fake World

Overview

For the first time in recent history, trust is as important to corporate reputation as quality of products and services, according to the 2010 Edelman Trust Barometer. Still, nearly 70 percent of people say that organizations will revert to "business as usual" once the economy recovers. Moreover, U.S. job satisfaction is at a 22-year-low, according to a 2010 Conference Board report, and by most every measure, the consumer outlook is bleak.

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Overview

For the first time in recent history, trust is as important to corporate reputation as quality of products and services, according to the 2010 Edelman Trust Barometer. Still, nearly 70 percent of people say that organizations will revert to "business as usual" once the economy recovers. Moreover, U.S. job satisfaction is at a 22-year-low, according to a 2010 Conference Board report, and by most every measure, the consumer outlook is bleak.

The good news?

Organizational authenticity is attainable, declares Morin in Better Make it Real. However, it isn't the goal, she says, but the result of providing, consistently and continuously, an authentic "total experience" to your stakeholders—workers, customers, vendors, and other business partners. In other words, Morin affirms, authenticity isn't a destination—it's an ongoing journey that will serve to differentiate any organization in its marketplace, which too often is littered with fakes.

Morin's recommended roadmap is Kahler Slater's Total Experience Design—a specific, step-by-step process for designing stakeholder experiences that are "authentic, intentional, and wholly integrated." In Better Make It Real, Morin offers a comprehensive guide to implementing Total Experience Design inside organizations of all types and sizes. She also shares behind-the-scenes stories from Kahler Slater projects and clients, including Google, Robert Redford's Sundance Cinemas, Monster.com, and numerous entrepreneurial enterprises.

Bottom line: Organizational authenticity is sorely lacking—and urgently needed. On the heels of the Great Recession, Morin rolls out a roadmap to "real"—helping executives and entrepreneurs find their way forward.

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What People Are Saying

Rich Teerlink

"Transformation is easy to say but its execution is fraught with numerous challenges. In Better Make It Real, Jill Morin provides valuable insights into principles and processes that will remove the roadblocks usually associated with true transformation. The outcome is a relationship with all stakeholders that is authentic, differentiated and mutually beneficial, which is the secret to long term organizational success."

Rich Teerlink, former chairman and chief executive officer, Harley-Davidson

Peter Block
"This book captures the whole picture of what it takes to succeed in a marketplace. It is easy to read, often poetic. Anyone interested in a deeper understanding of how branding, service and organizational culture all fit together should read this."
Peter Block, author of Community: The Structure of Belonging
Charles "Chic" Thompson Author
"Thinking about rising above the competition with your own differentiated offering? Start with Better Make It Real . The ideas and exercises in this book will help you design an authentic and successful organization that's all yours."
Charles "Chic" Thompson Author, What a Great Idea! and Yes, But… Fellow at University of Virginia Darden Business School

Rich Teerlink

"Transformation is easy to say but its execution is fraught with numerous challenges. In Better Make It Real, Jill Morin provides valuable insights into principles and processes that will remove the roadblocks usually associated with true transformation. The outcome is a relationship with all stakeholders that is authentic, differentiated and mutually beneficial, which is the secret to long term organizational success."

Rich Teerlink, former chairman and chief executive officer, Harley-Davidson

Peter Block

"This book captures the whole picture of what it takes to succeed in a marketplace. It is easy to read, often poetic. Anyone interested in a deeper understanding of how branding, service and organizational culture all fit together should read this."

Peter Block, author of Community: The Structure of Belonging

Charles "Chic" Thompson Author

"Thinking about rising above the competition with your own differentiated offering? Start with Better Make It Real. The ideas and exercises in this book will help you design an authentic and successful organization that's all yours."

Charles "Chic" Thompson Author, What a Great Idea! and Yes, But…
Fellow at University of Virginia Darden Business School

Charles "Chic" Thompson Author

"Thinking about rising above the competition with your own differentiated offering? Start with Better Make It Real. The ideas and exercises in this book will help you design an authentic and successful organization that's all yours."

Peter Block

"This book captures the whole picture of what it takes to succeed in a marketplace. It is easy to read, often poetic. Anyone interested in a deeper understanding of how branding, service and organizational culture all fit together should read this."

Rich Teerlink

"Transformation is easy to say but its execution is fraught with numerous challenges. In Better Make It Real, Jill Morin provides valuable insights into principles and processes that will remove the roadblocks usually associated with true transformation. The outcome is a relationship with all stakeholders that is authentic, differentiated and mutually beneficial, which is the secret to long term organizational success."

Charles "Chic" ThompsonAuthor

"Thinking about rising above the competition with your own differentiated offering? Start with Better Make It Real. The ideas and exercises in this book will help you design an authentic and successful organization that's all yours."

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Product Details

  • ISBN-13: 9780313376801
  • Publisher: ABC-CLIO, Incorporated
  • Publication date: 4/6/2010
  • Pages: 173
  • Product dimensions: 6.00 (w) x 9.30 (h) x 0.90 (d)

Meet the Author

Jill J. Morin is a "3EO" (one of three co-CEOS) of Kahler Slater, a global interdisciplinary design enterprise.

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Table of Contents

Prologue: A Tale of Two Doctors

1 Authenticity 1

2 Experience Matters 15

3 What Is Total Experience Design? 27

4 Go Big or Don't Bother 41

5 Discover - Where Are You Today? 59

6 Dream - Where Do You Want to Go Tomorrow? 73

7 Define - Getting from Here to There 107

8 Design - Making Choices to Close the Gaps 121

9 Deliver - The Finish and the Starting Line 137

Epilogue: Make It Real 151

The Kahler Slater Story 155

Notes 165

Index 167

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