SoundChecks
The ROI of DEI in just 3 hours (and 3 minutes).
The latest in a series of collaborations with workforce analytics platform Conductor, SoundChecks are a way to simplify and accelerate the sales process for a high value, yet highly complex B2B SaaS product.
As I’ve written about previously, Conductor is one of the most exciting startups I’ve come across in years.
In 2017, co-founder and CEO Karren Jensen figured out how to measure the level of psychological safety across teams, which according to Google’s Project Aristotle, is the single most important factor in high performance teams.
Not only that, but with the help of her small but brilliant team, wrote some powerful algorithms to map these results against the overall business’ goals, meaning they are now able to put a dollar figure on the value of previously immeasurable values like diversity and inclusion.
“Psychological safety, more than anything else, is critical to making a team successful”
Yet despite finding what many would consider the holy grail of human resources, guess which department is the most resistant to change?
So after a comprehensive rebrand across their website, marketing collateral and a UX overhaul on the platform itself, I suggested we take a look at the entire client education and sales process.
I loved taking an amazing (but super ugly) product from this…
… to this.
Teaming up with my long time studio collaborator Benny Wallington, we went back to first principles before applying a mix of design thinking and some clever copywriting.
Some of the questions we asked ourselves:
What direct problems does the customer have
ie higher costs, higher turnover, lower revenue…?Compared to indirect problems
ie ‘do I really have time to understand what psychological safety is today?What is the aha moment required for people to finally understand the power and value of this tool?
What is currently working?
And what is the atomic version of that?
And what is the MVP of that?If the leader of a great team is like the conductor of a symphonic orchestra, then what would their version of a company audit be called?
In less than 48 hours, we’d spun up an entirely new brand and product offering.
Essentially repackaging the sales and education process for a software platform into an interactive, super informative leadership training workshop, I was proud of the work but certainly didn’t think we’d move the needle overnight.
Boy, was I wrong.
Within hours of sharing SoundChecks with Conductor’s list, we had dozens of consultants and delivery partners clamouring to on-sell it to their global clientele.
And here we are, just a few weeks later and Karren is being swamped by attention from some of the world’s largest and complex organisations at the Dubai Air Show, thanks to an invitation from our friends at Boeing.
To infinity and beyond!
Learn more or book your own SoundCheck here
