Even the best-known brands and icons must be updated. McDonald’s is the world’s most popular restaurant and is also the foremost authority of consistent food quality. McDonald’s is changing because of intense fast food competition and consumer concerns about fat and calories. You’ll even be seeing more white meat and fish at your local McDonald’s …
Have a business model Know your market and customer Have a clear long-term vision Be able to change the vision at a moment’s notice
Inspiring hard work, loyalty, new ideas, and creativity in downsized or transformed organizations is the most compelling challenge for companies today. The problem is that most companies are awful at collecting market and customer information and then commercializing internal knowledge. How bad? The preeminent management expert, Peter Drucker, said that “approximately 90% or more of …
Scott Adams, the Dilbert creator, calls project work ‘free agent work’ or ‘boss diversification.’ Adams says: “the worst risk you can face is to have one boss, somebody who can make your life miserable and who can decide when it is time for you to go.” By diversifying work, we lower the risk of working …
In the new Brand U career game, what you know is as important as who you know. You may be a Brand U core process employee or may be a Brand U worker jumping from project to project. Each project allows you to gain more experience and exposure to a company’s operations, processes, and products. …
Some say dot.coms are Brand U organizations of the Millennium. They are the result of a major paradigm shift to the New Economy. They operate under an entire new set of business assumptions. The Web redefines core processes and competencies for almost all companies. For example, Internet classified advertising is stealing the single biggest profit …
The Internet is blurring many of the traditional lines of business. The issue of what’s core is now a principal concern of all companies and ultimately Brand U’s. Traditional business executives as the rise of the Web, because Internet companies dispense with many of the things traditional businesses consider essential such as brick and mortar …
But what will happen to the millions of people who used to sell or distribute products directly to customers? They may be out of a job and morph into Brand U’s. It’s happening in every industry. Amazon.com, the on line bookseller, is grabbing sales from traditional booksellers, such as Barnes and Noble and many others. …
Brand U organizations are in constant flux. Properly implemented, an organizational transformation destroys outdated work rules, homesteading attitudes, non-value adding processes, and dysfunctional middle management. Resistance is blasted away. Status quo, complacency, and contentment often give way to flexibility, bias for action, and acceptance of change. Organizational choke points are eliminated. The problem is that …
An organizational transformation driven by technology communicates a sense of urgency that business as usual is dead and improvements should be dramatic. The problem with transforming is that scrapping and starting over is a shock to an organizational system that has worked for years. Change is horribly difficult to people if major surgery is suggested …
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