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4 Two minutes with Scott Cook

Scott CookI was able to grab a couple minutes with Scott Cook, founder of Intuit, at the Conversational Marketing Summit today.

Cook is the very approachable and thoughtful leader of an organization cited by many as one of the better examples of how a company actually grows through word of mouth.

The idea that marketing today consists of having conversations with customers is one that is still meeting some resistance in the corporate and small business worlds. It occurs to me that the companies that have embraced it, are good at it and are growing comfortably inside this new way of looking at marketing, are the ones that already have an internal culture that is based in conversations rather than directives. These are the organizations that make it ok for their employees to point out and fix what’s wrong, to experiment and to take risks.

Conversational marketing relies heavily on authenticity and transparency – you can’t give those to your clients if you don’t own them in your business.

Cook talks about something he calls the “volunteer workforce” and offers some clues to the success of Intuit’s word of mouth model. Listen below.

MP3 File

What does it take to grow a company?

Scott Cook - IntuitScott Cook, founder of Intuit, delivered a simple message this morning in a presentation titled: The game is changing but the rules are the same. The theme of the talk was a road map for growing a business in today’s environment.

    Here are the three major points for Intuit’s success according to Cook:

  • Treat your employees as a volunteer workforce – Nurture your employees as entrepreneurs
  • Ultimately the work is delivered by people and process – Experiment and Adopt tools that let you stay agile
  • Word of mouth is more important than ever – Demonstrate value ahead of the sale and Proactively create customer delight

These words were delivered by the leader of one of the biggest companies around and yet, they apply to the one person shop equally.

Intuit is famous for measuring and evaluating the customer experience and Intuit created a page that allows you to grab Cook’s presentation, the actual survey tools, something they call the NetPromoter Survey and other related customer delight tools.

This is a great resource – go grab it all