Organizations and brands naturally attract - or repel - the people who matter to them most. In his insightful and engaging workshop, Hugh MacPhie shares his theory of Magnetism, which explores this attraction and offers specific steps to make your organization or brand more “magnetic” to your tribe.
Sharing his experiences, stories and research learning, Hugh shares a new way of thinking that challenges us to re-think how we learn about key audiences, manage brands, and align activities.
Important questions Hugh encourages us to ask include:
• What are your tribe’s values and aspirational personal identity?
• In the minds of people within your tribe, how is your organization helping to change the world?
• How do you help your tribe members get closer to their aspirational selves through communion with your organization, product or service?
• How do you build a passionate culture that instills a profound belief in the way you are changing the world?
• What systems and processes build discipline across your organization?
Hugh MacPhie is a leading business strategist, public speaker, and author. Hugh’s firm is a boutique strategy consultancy that specializes in articulating organizations’ identities, and setting their future directions.
He has advised leaders within some of Canada’s largest corporations, not-for-profit organizations and charities including Loblaws, Molson Coors, CIBC, G Adventures, and the Canadian Cancer Society. He has also provided counsel to senior leaders in government, hospitals, and universities.
Hugh started his career at Procter & Gamble – one of the world’s most respected marketing companies. At age 23, he was recruited to the Office of the Premier of Ontario, serving in both the Communications and Strategic Planning departments.
His book, Don’t Forget Your Cape! What Preschoolers Teach Us About Leadership and Life, has been praised by the Globe and Mail, Toronto Star, and London Free Press for its ability to make complex management theories simple to understand.