TOUCH: Five Factors to Growing and Leading a Human Organization by Tod Maffin

TOUCH: Five Factors to Growing and Leading a Human Organization

byTod Maffin, Mark Blevis

Paperback | October 4, 2014

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In today's technology-led pursuit of efficiency, we've removed the humanity from business. Here's how to correct that.

For better or worse, digital business has fundamentally changed how organizations hire staff, market their services, and connect with stakeholders. The problem is, in an effort to use technology to connect with people more effectively, we have lost the humanity - that critical person-to-person connection - that is the engine of commerce:

  • Hiring is done by automated keyword searches.
  • Offices have regressed to sterile, highly controlled environments.
  • Staff rely exclusively on template responses.
  • Websites are designed for search engines, not people.
  • Leaders are focusing on arbitrary and antiquated "best practices."

In a world filled with complicated web forms and digital marketing services, we have lost the "human" element in how we run our organizations. TOUCH identifies these problems in stark terms, then provide business leaders in all types of organizations - private to public sector, small to enterprise business - with real-world, tested solutions.

About The Author

Tod Maffin is president of engageQ Digital, a digital marketing firm specializing in creating human experiences for brands online. He speaks to more than forty conferences a year. He lives in Vancouver. Mark Blevis is president of FullDuplex.ca, a firm that specializes in integrated digital communication and online reputation manageme...
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Details & Specs

Title:TOUCH: Five Factors to Growing and Leading a Human OrganizationFormat:PaperbackDimensions:264 pages, 9 × 6 × 0.63 inPublished:October 4, 2014Publisher:DundurnLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:1459728742

ISBN - 13:9781459728745

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"Evidence continues to mount that customers are more likely to do business with brands that behave well. From demonstrating you're serious about sustainability to every employee engaging in customer service, from producing content that genuinely helps people to finding third-party reports of great interactions with the company, mountains of research show that success increasingly depends on taking a human approach to business. Just in time, Tod Maffin and Mark Blevis have produced TOUCH, a concise, readable, and actionable guide to making sure your company has a soul. Of all the values a company should demonstrate in these days when power has shifted to the customer, humanity should be at the top of the list. Whether your organization has been hammered for its compassionless approach to business or you're just not satisfied with the degree of humanity already evident in your operations, you'll want to not just read, but use, TOUCH." - Shel Holtz, principal, Holtz Communication + Technology