COLLABORATIVE: Collaborative People Go For a Win-Win Outcome
Too often, people misuse the word, “collaboration” to gain their credibility with their millennial audience. First it requires understanding of culture, then connection, and lastly collaboration. Truly developing a collaborative spirit requires a 3 step process.
Step 1 – Understand the Culture
The definition of culture has evolved. According to Merriam-Webster the definition of culture is defined as: The arts and other manifestations of human intellectual achievement regarded collectively.
We have traditionally defined culture to be based on ethnic or racial groupings, but culture is so much broader and inclusive than that. A person, irrespective of their ethnic or racial background can develop their culture from their experiences and affiliations.
Millennials are a culture driven generation. From pop culture, to the social media and tech driven culture, we are made up of diverse sets of brilliant minds from many different backgrounds: racially, ethnically and culturally. I, for example am ethnically Korean-American, racially Asian, woman by gender, blue collar gone graduate degree by my socio economic status, and my culture is made up of all the experiences of my life which were heavily influenced by those factors and then some.
Having been born in South Korea and immigrating to New York City as an eight year old, and living in many diverse neighborhoods throughout greater New York City and other parts of the US, my culture is continuously developing. If you are looking to do business with millennials, you must know our culture and be happy to share your culture with us.
Step 2 – Make a Connection
Without having this mutual respect, it will be impossible to develop a lasting trusting relationship with millennial workforce or consumers and you will not be able to truly connect with them. So, contrary to the popular belief, truly connecting with the millennial audience goes beyond simply getting their Likes on social media; True connection is based on a shared mutual like and respect for each other. This means enjoying learning of each other’s perspective and experiences. After all, isn’t this the basis of marketing, networking and branding?
Step 3 – Collaborate
If you are not interested in taking the time to learn about our culture and truly connect with us, you can kiss collaboration with millennials good bye. However, if you have made it to step 3, then we are excited to collaborate with you as long as you have a correct understanding of what collaboration entails.
True collaboration requires a win-win scenario, period. The opportunity or the solution reached must be a winning one for all parties involved. It must be a true arms lengths transaction. I realize this may sound like it goes against the very definition of what some of you understood and believed to be a common business practice as you have been condition to consider a win-lose scenario to be the norm. Such one sided opportunity will not entice millennial professionals to collaborate with you, join your company or purchase from you.
The sooner you understand the 3 step process for true collaboration, the sooner your business will grow with a loyal millennial workforce and millennial consumers.