Challenge The Process

Consider a New and Unfamiliar Approach to Everything You Do  

By Mary Cavanaugh Knapp

Challenge and Process. Two of my favorite words. Why? Because to me, every Challenge leads to a new opportunity and Process is quite simply, the journey we are on together to deliver greatness.  Last month, Jen Rother encouraged us to be relentless in trying new things – and that includes how we work together as a team.

The key to our growth is to challenge the way things are being done and never stop evolving.  We can never be stagnant—not as a business, an experience or a marketing organization.  In this ever-changing, fast-paced world, Marketing is more complex than ever before.  What we did last year, or even last month, may no longer be relevant or effective.

This month marks my 22^nd anniversary with Universal Orlando Resort.  Where has the time gone?? It’s been an incredible journey and now I’m embarking on my 10th position here as Vice President, Global Marketing Integration for Universal Parks & Resorts.  This is definitely a really BIG change for me.

The greatest piece of advice I can give you is don’t fear change--embrace it. Once we master something, whether it’s a skill, a business, a sport, we can quickly grow bored, comfortable and complacent. This is when we lose our edge.  In this highly competitive world, it’s critical to stay sharp.

The last year brought a great deal of change for my team and for many of us in Marketing & Sales.  Sometimes it’s hard to see it but change is most often positive and leads to growth and innovation.  I often say to my team—the only constant thing is change.  This certainly applies to Universal but also in life. The value We Innovate is a mindset and something we each must apply daily, even hourly.

One of our key strategic partners, Jeremy Gutsche (founder of TrendHunter.com) once told me to always break the rules. At the time, I wasn’t exactly sure what he meant in business but now I know—it’s to challenge the way we’ve always done it and take a new, unfamiliar approach.

Innovation comes in different ways--processes, communication, products, technology, etc.  I encourage you to shift your mindset and look at things differently. When you have a new challenge, listen to the people around you, assess and review the situation and recommend new solutions—this is the innovation. This takes courage and strength because not everybody around you welcomes it.

By definition, to innovate means to make changes or do something in a new way.  To me, it also means to strengthen and become smarter, better.  And this is us at Universal.  Think about the guest experience with our rides.  Unlike our top competitor, we can’t guarantee a ride will be here in 20 years but we can guarantee the experience will be new and relevant to our guests.

As Greg Renner wrote to us in March, there are two choices we can make; we can embrace change or we can choose to suffer through it. Nothing good comes from suffering so let’s learn to welcome change.

Today, as you sit in a meeting or working at your desk, think about how you do things. Are there better or more efficient ways to do your job? How can you shift your mindset to embrace change so we can work smarter, better and faster?

Challenge is the opportunity for greatness.  People do their best when there's a chance to change the way things are. - The Leadership Challenge

Mary has enjoyed a diverse career at Universal for twenty-two years and is currently the Vice-President of Global Marketing Integration.