There’s only so much you can do sitting at your desk.

Let’s face it.  If you’re not engaging off-site with everyone and everything that makes your company tick, that’s a problem – and lost opportunity.

That’s why you and your business team colleagues need to periodically get out of the office and, for example:

•  Listen to your customers;

•  Get direct feedback from your ultimate end-users;

•  Work with sales colleagues;

•  Investigate and learn about important marketing geography;

•  Talk with manufacturing colleagues in the plant.

Photo: Company Facebook.

I was reminded of this critical factor for success by Starwood Hotels & Resorts.

Twice in the last two years, Starwood has temporarily moved corporate HQ to another country for month-long immersions:

“To get to the heart of two of Starwood’s key markets — China and the Middle East, which account for 75% of its growth — the hotel group’s leadership team, including Mr. [Phil] McAveety [Executive VP-Chief Brand Officer at Starwood], the CEO, chief financial officer and others, took a month to immerse themselves in each location. The team spent March in Dubai and visited China in 2011.”

(Emma Hall, Advertising Age, A Peek Into Starwood Hotels’ Marketer Immersion Program)

Starwood does this to learn.  Here’s what they said in a company statement: Continue reading →