lsa16: mapquest – revitalizing culture to revive a brand
TRANSCRIPT
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Revitalizing Culture to Revive a Brand
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20 years & still pioneering 20 Years & Still Pioneering
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17 years in and after lots of competition, we became slightly stagnant
Our culture took a hit
We over indexed on fun...without a focus on execution or results
We stopped innovating
Only measure of success are we beating Google?
Our culture challenge
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We obsessed on developing the right culture
We developed a shared vision
We began competing against ourselves and focused on making better products
We focused on execution, winning and fun (all three!)
What did we do?
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Where did we start?What is culture?
Essential and enduring tenets of an organization. A small set of guiding principles by which we will all commit to interact, upon which to make decisions and to judge our work.
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Where did we start?We worked to define what we wanted our culture to be and what culture meant to us.
- Vision: why we exist - Values: what we stand for - Practices: how we act - People: who we work with - Narrative: what are our stories - Place: where we exist
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Culture: The MapQuest Code
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Shared Vision/Mission/Strategy
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Developing better products
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Developing better products
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Still focused on fun, celebrating the wins
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How did we extend the culture into the brand?
Questions:Why do you work here?Why do you stay?
We want to help people.
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We were at a crossroads. We could fight an uphill battle on features
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Or we could carve out distinction by:
1. Positioning MapQuest as not another tech company
2. Balancing boldness and humanity
3. Bringing MapQuest closer to our consumers lives
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Empower everyone to enjoy more
of life
Save the day
Foster exceptionalism,
fun, and perseverance
Be daring, commanding,
and casual
Customer Interaction& Experiencebecame the strategic differentiator for MapQuest.
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@JimmyKazz1968 Tbh I didnt know MapQuest was still a thing
@AlanGreenback@JimmyKazz1968 To be honest we didnt know you existed until you tweeted that so it looks like were even.
@AlanGreenback
@MapQuest
I dont even remember what it was like to drive before Google Maps.
@deray
@deray BRUH REMEMBER MAPQUEST?! PRINTING OUT DIRECTIONS?! SHIT WAS THE WORST
@THEKIDMERO
@THEKIDMERO @deray What? No were not crying, we just have something in our eyes its fine...
@THEKIDMERO
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From
Maps Information Directions Search
To
Discovery Exploration SuggestionInsight
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Humble acts of kindness Little wins and rescues Voluntary and proactive
Providing assistance and supportExpressing passion and empathy
Everyday heroism
Moments big and smallDay-to-day relevance
For the everymanEasy to identify with
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Questions?
Revitalizing Culture to Revive a BrandSlide Number 2Slide Number 3Slide Number 4Slide Number 5Slide Number 6Slide Number 7Slide Number 8Slide Number 9Slide Number 10Slide Number 11Slide Number 12Slide Number 13We were at a crossroads. We could fight an uphill battle on featuresOr we could carve out distinction by: Slide Number 16Slide Number 17FromSlide Number 19Questions?