SNS Bank and the opportunity of problems March 9, 2013

Say, you’re a bank with very positive and talented people with honourable intentions who are creating a true transformation towards a fundamentally new bank that redefines its role and value for people. And at the same time you are faced with a nationalization that results in private investors and companies loosing their money. What would be your next step?

As you probably suspect I am talking about the predicament that SNS Bank is in right now. Over the last year Perfect World Principle has facilitated a transformational process for SNS Bank in which we have seen the potential and willingness to truly redefine banking and financial services. Together we created a world changing future and a reality for culture, business, marketing and communication for SNS Bank. But still, the energy now has to go to coping with an enormous amount of negative publicity and simply helping and reassuring clients as good as possible.

The SNS solve or create dilemma!
So what would you do if you were SNS Bank? Where would you put your energy? It’s an almost impossible choice to make. On the one hand you have to react to the situation at hand, but still just doing that is not an option. SNS Bank’s responsibility to clients is too big to not move forward.

As we see it, the situation that SNS Bank is in right now is exemplary for one of the biggest business dilemmas in companies right now. We call it ‘the solve versus create’ dilemma. On the one hand companies have to react to the effects of the financial crisis in order to survive today and on the other hand the ‘crisis of structure’ forces companies to truly reinvent themselves and create a new future.

Solution Pavlov!
When we look at today’s business reality, companies often deal with this dilemma by prioritizing. ‘First we have to solve the problems. Then we can deal with the future.’ This choice often has a lot to do with our natural ‘pavlov’ for ‘reacting on problems’. However, the problem with ‘solving problems’ is that the solution is often just a new problem. For instance, reorganizing is a good way to reduce costs or even optimize efficiency, but at the same time it kills the positive energy in the organisation that you need to move forward. A completely different example: lowering prices can be a good way to get business going, but it also leads to commoditizing the brand and the product as well as putting pressure on margins.

The opportunity of problems!
We believe that there is a better way to deal with ‘the solve versus create dilemma’ than prioritizing. It’s about seeing the problems of today as an opportunity to start creating a new future. How to do this? By merging the two sides of the dilemma! In other words, by always looking at today’s problems from the perspective of what you want to create and change in this world. Over the last few years we have experienced that seeing yourself and your company from this perspective guides you directly to new business, marketing & communication strategies and concepts that help you solve today’s problems as well as moving towards a new future.

Our wish for SNS Bank
After the nationalisation of SNS Reaal, SNS Bank finds itself in a new situation. Some of the biggest and most pressing problems were solved. New ones emerged. We know that SNS Bank is a bank with great people and a world changing vision on banking that is ready to take off. Even though the situation right now requires all attention of the people at SNS Bank, we know that the will to change, the courage and positivity of the people at SNS is strong enough to implement a new reality of progress for the bank itself and its clients.

We are looking forward to a new SNS Bank emerging in 2013.

By David Smith. Co-founder and owner of Perfect World Principle. Together with Jenny Elissen, launched a book on the ‘Perfect World Principle’ on July 4t 2011. Do you want more information, please drop us an email: info@perfectworldprinciple.com or check www.managementboek.nl