Selling change and digital transformation for Water Utilities

The third part of the book illustrates us about “What to do” based on three key words: Pitch, Improvise and Serve. And this is the part I want to focus on to create this post, about how-to response to this kind of smart questions with solid arguments. And do that offering something so attractive that it begins a conversation, brings the other person in as a participant, and eventually work together and arrives at an outcome that appeals to both of us. To do that I would like to work with Dan’s proposal about the six successors to the Elevator Pitch. In such way I’ll try to set out why I get up every morning to try to move Water Utilities to invest in technology as the way to deal with the necessary transformation process to face an uncertain future.

The one-word pitch

If I try to squeeze brevity to the limit to express conveniently what move me, the word is “Thirst”. Sure automatically everybody has started to salivate… Fear is powerful and this simple word synthetizes in just one concept the future is waiting us if we don’t act. Don’t you think so? Please, take a look to this incredible Jeff Brenman presentation from Apollo Ideas and will talk later…

[slideshare id=504408&doc=thirst-upload-800x600-1215534320518707-8]

The question pitch

When we ask somebody, we’re forcing people to make an extra effort to response, to elaborate their own reasons to be agree with or not. It’s at that point we can evaluate the underlying argumentation strength and coherence. In such way I ask you, in the time we stay all the time talking about Artificial Intelligence, Big Data and other almost sci-fi inventions, is it appropriate that we are still applying the same technology level to Water Industry than 20 years ago? The question has obviously thousands of possible responses but sure is nobody remains indifferent. So, the correct answer doesn’t exist: important is thinking about…

The rhyming pitch

Rhymes boost that something was treated, assimilated, processed and retained in memory better than simple language. So it’s a good thing using rhyming as much as you can to send our arguments to the audience: They will have a better reception and retention in our interlocutor mind. In my case and squeezing my poetic vein, the only thing I can produce is a slogan like “In terms of Water, technology matter”.  Improvable, isn’t it? I know but it’s always difficult for a non-native speaker…

The subject-line pitch

Recently a Barcelona’s newspaper publishes the following headline “Ten thousand nymphomaniac tourists arrives today to Barcelona”. Author recognized rapidly inside the article’s body that he had used this tittle to be more attractive than the rest of multiple stimulus readers could receive every minute. In this sense, the analyzed studies referred by Dan Pink in his book demonstrate we filter and read non priority emails based on two factors: utility and curiosity. So, a good strategy is write subject lines that should be either obviously useful or mysteriously intriguing. My proposal here would be “How to apply all the IT potential to Water Industry: The definitive clear and easy guide”

I admit this is fascinating and this is why I’ve spent more time finding the best ever post tittle. I’ve done it choosing treat or trick, I mean trying to be as much honest as I can and getting stir your curiosity. You’re reading the post so…

The Twitter pitch

You won. I can type 140 characters only to create my pitch. The good thing is, as people says, a tweet must be quick, painless and to-the-point. The bad thing is that only a small number of tweets (36%) fit with it and get attract the receiver’s attention, entering him into the conversation. It’s a high risk. Anyway, this is my contribution:

“Necessary technology is here. We just have to make the right choice and apply to Water Industry using talent, head and knowledge… (https://www.linkedin.com/pulse/water-analysis-proposals-face-uncertain-future-daniel-cardel%C3%BAs?trk=mp-reader-card)”

Quite a declaration in 129 characters only (plus link…)

The Pixar pitch

I declare myself a burning fan of this great company and all they do. In this sense I recommend the reading of “Creativity Inc” by Ed Catmull. So, as it could not be any other way, this is the kind of pitch I love much. It works trying to write the next Pixar’s film argument using a simple template. Ready for the Oscar then.

“Once upon a time an Industry was subdued to a great social, economic and environmental pressure. Every day thousands of Water Utilities had to deal with a lot of problems to assure the supply and collection of water to the citizens using every day greater and greater obsolete technology. One day the majority of these organizations realized about the huge risk of this situation and decided to change things up betting firmly on new technologies. Because of that, companies could be more innovative and efficient assuming major investments to the Community benefit. Because of that, the water supply was guaranteed for decades (even centuries) and the water service was dramatically improved. Until finally the attitude’s change and firm commitment for digitalization, innovation, sustainability and social was adopted as the natural way to manage the most valuable resource for humanity: Water.”

The pitches are finished. As I’ve wrote at the beginning, I don’t want to convince anybody with this post. I’m just trying to suggest something attractive enough to make possible a creative dialog that benefit everybody. This is something I’ve learned from Dan’s book…

I cannot finish any other way so recommending everybody to follow Dan Pink on the social networks. And I’m saying that from the head as much as from heart. Their videos and books are pretty useful to deal with our every day jungle. In addition, I have to pay homage to a person abled to use such a powerful communication channel as comic is to spread equally a powerful message: There’s no possible plan, just decisions as the way to get something or as a response to our own principles.

I’m waiting for your comments to save the world together. See you…