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Missguided’s easy changes for driving productivity

Speaking at Drapers Fashion Forum in London, Kenyatte Nelson, chief customer officer at Missguided, told delegates how purpose, values and principles can drive productivity. 

Focus on productivity, not efficiency

“Customers don’t just want it good, fast and cheap. We want the best, the fastest and the cheapest. We live in the era of ‘more’, but we should be focused on enhancing or growing the strength of the numerator. By moving from efficiency to productivity, rather than getting the same with less, we can get more with the same. Just that simple movement feels more productive to me.”


Be specific

“Your purpose, values and principles shouldn’t just be generic platitudes. If the antithesis of the language doesn’t make sense, then you’re not specific enough. They should be concrete and smack you in the face with specificity. They are fundamental drivers of choice, which is why I think they’re forcing multipliers for the business.

”Being specific takes an organisation and seeks to align it and apply more force to the thing that hopefully makes you more different, unique and valuable to the customer you serve.

“I’m not saying that cost-cutting and efficiency is bad, and, in fact, I think we should do that every day, but what I am suggesting is that there is, in addition to that, a way that is better for the long-term health of the business.”


Pick and stick

“The reality is that having these things written down on paper is great, but we exist in a dynamic marketplace and the fact that we get hit back makes things infinitely more complicated. This means it’s about sticking with something rather than dismissing it. If, when the first competitor comes into the marketplace, you change direction, this will be all for nought because the power in this is in our determination to stick with it.”

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