Chief Strategy Officer, Issue 19

T H E L E A D I N G V O I C E I N S T R AT E G Y I N N O V AT I O N

CHIEF STRATEGY OFFICER

FEB 2016 | #19

yahoo: When CEO’s Make Mistakes Marissa Mayer is under increasing pressure to turn around Yahoo’s core business. We look at the impact of her errors and whether they could cost the company dear. | 16

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Read an Employees Mind With These 5 Essential Tips | 17

What Can Your Business Learn From Online Betting Sites? | 21

A happy employee is a productive employee. Dennis Hung offers 5 tips to help you better understand your staff and motivate your workforce.

The online gambling industry is thriving. In this article Tayven James looks at what companies outside the industry can learn from them.

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ISSUE 18

EDITOR’S LETTER Welcome to the 19th Edition of Chief Strategy Officer

We have seen significant changes in the way that company strategies have developed over the last few years, and 2016 is going to see even more seismic shifts in the business landscape.

One of the primary reasons for this shift in business strategy is the economic collapse of the late 2000’s, which caused companies to entirely re-evaluate the way they were being run. The crisis exposed vulnerabilities in their operations, and in order to insulate themselves, firms - especially financial institutions - changed their strategies considerably.

Recent predictions from the RBS bank in the UK suggest that 2016 may see these new strategies really put to test, with significant potential for financial trouble.

In their report, RBS claims that investors could face a ‘cataclysmic year’, with the stock markets falling by 20% and oil dropping to $16 per barrel. If this happens, we will really see if changes that companies put in place over the past 9 years made any actual positive difference, or whether firms were simply rearranging the lifeboats on the Titanic as opposed to adding more.

If RBS’s predictions are to be believed, then it will be a challenging year for many companies. After a period of growth, even if it was insignificant, it will be very interesting to see organizations cope with intense challenges. Leaders do not become famous for their work when everything is easy, they become famous for how they face up to adversity. The reason that Winston Churchill is still seen as one of the greatest world leaders is the work

he did during World War 2 - not the work he did in his second spell in charge. If another financial crisis does come to pass, 2016 will be the year that the true leaders are recognized, not just those who managed to get billion dollar valuations in a friendly market.

As always, if you have any comment on the magazine or if you want to submit an article, please contact me at jovenden@theiegroup.com

James Ovenden Managing Editor

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contents 6 | THE VW SCANDAL CONTINUES TO HURT

14 | IS A $70,000 MINIMUM WAGE A GOOD IDEA?

Last year was a truly terrible year for Volkswagen, and it doesn’t look like things will get better in 2016

Gravity Payments’ CEO, Dan Price, swapped his $1.1 million salary for $70,000 in 2015, so that he could share his company equally across his staff. We ask if the initiative has been a success

9 | IS THERE STILL A GENDER GAP IN TECH?

17 | READ AN EMPLOYEE’S MIND WITH THESE 5 ESSENTIAL TIPS

Tech has traditionally been an industry in which the glass ceiling for women has been more pronounced than in others. We investigate whether this is still the case, or if things are finally changing?

A happy employee is a productive employee. Dennis Hung offers 5 tips to help you better understand your staff and motivate your workforce

11 | YAHOO: WHEN CEO’S MAKE MISTAKES

Marissa Mayer is under increasing pressure to turn around Yahoo’s core business.

We analyze the impact of her errors and whether they could cost the company dear

WRITE FOR US

Do you want to contribute to our next issue? Contact: jovenden@theiegroup.com for details

managing editor james ovenden

19 | WHAT CAN YOUR BUSINESS LEARN FROM ONLINE BETTING SITES?

The online gambling industry is thriving. In this article Tayven James looks at what companies outside the industry can learn from them 22 | BANKING FACING AN ‘UBER MOMENT’

As the ‘Uber’ model starts to affect a number of industries, we discuss whether banking is next

| creative director charlotte weyer contributors richard angus,

harriet connolly, dennis hung, tayven james, allie laurent, emily kutchinsky chief strategy officer

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THE VW SCANDAL CONTINUES TO HURT James Ovenden Managing Editor

The VW emissions scandal was one of 2015’s most followed business stories. In November 2015 we discussed the likely impact of the company’s new CEO, Matthias Müller, and how he is going to oversee a shift in VW’s decision making system - moving it to a more centralized structure.

After the extent of the scandal’s reach became evident, many within the company’s senior management team lost their jobs. That, however, isn’t the only thing that’s been slashed. The company recently announced that it would cut capital spending by $1 billion to tackle the losses incurred by the emissions scandal. While the hit isn’t as drastic as some expected, it proves that VW is still far from recovering from the event. The company is still in the dark as to how much they will be expected to pay in fines, with the FT predicting that it could reach as much as $30 billion.

Due to this, analysts are expecting more cuts. José Asumendi, analyst at JP Morgan, states: ‘I wouldn’t be surprised if VW comes out with further cuts to capital expenditure in 2016’ and that recent announcements sound like ‘postponements’. If the company does get hit hard by the courts, the $1 billion cutback is unlikely to be sufficient. chief strategy officer

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The reduction in capital spending will apply to all divisions except critical models and alternative vehicles, like electronic and self-driving cars

The reduction in capital spending will apply to all divisions except critical models and alternative vehicles, like electronic and selfdriving cars. VW is desperate to make up ground lost on rivals like Tesla and Ford, who have already made inroads into alternative vehicles. Renewed investment - thought to be $100 million should accelerate development.

The cuts will focus on equipment spending as well as property and plant development. Although there have been losses within the upper echelons of the company, Müller has reiterated his desire to keep hold of his 600,000 strong workforce if possible.

VW has long been criticized for the complexity surrounding its models, with its varied 12 brand portfolio often leading to higher costs and less organizational efficiency. On this matter, Autocar states: ‘is the world ready for a hardcore version of the VW Golf with 395bhp, a 0-62mph time of less than four seconds and a price tag north of £35,000? It’s unlikely.’ The company’s motorsport program is also a potential area for reduction.

The World Rally Championship which VW has won three times in a row - is being extended to China in 2016, representing more costs in the form of logistics. With the Championship’s commercial viability diminishing, now could be the time to get out.

It’s still hard to measure the extent of the cutbacks required, but what seems certain is that 2016 isn’t going to be much rosier for VW.

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Is There Still A Gender Gap In Tech?

Harriet Connolly Global, Strategy

The Anita Borg Institute found that companies on the Fortune 500 who had at least three women on their board saw their return on sales increase by 42%

10 According to the World Economic Forum, it will take until 2133 to close the gender pay gap.

In September 2010, however, ABC World News reported that women were out-earning men. The claim was based on research by Retail Advisors, who claimed that women could be expected to be paid 8% more than men. What the article didn’t make so clear was that this only applied to a very select group: those who are under 30, live in urban areas, and are yet to get married or have children.

In terms of the wider context, female leaders can still expect to be paid less than their male counterparts.

The Guardian reported that female bosses currently earn three-quarters of what men do, meaning that they would have to work until they are 80 to equal their lifetime earnings.

In 2008, women held 25% of tech positions, down from 36% in 1991.

According to CNET, this has now increased to 30%, but this still represents a regression. As well as leadership roles, technical positions are also poorly represented. At Twitter, just 10% of its technical positions are filled by women, while at Microsoft and Google it’s 16.6% and 17% respectively. This makes it difficult for women to influence product development and also restricts companies to male dominated perspectives in terms of strategy.

While awareness surrounding gender inequality has increased, the comments made by Microsoft’s CEO - Satya Nadella - show that even tech’s most influential individuals are capable of ignorance. In an interview with Maria Klawe - the President of Harvey Mudd College and a Director at Microsoft - he said: ‘It’s not really about asking for the raise, but knowing and having faith

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that the system will actually give you the right raises as you go along’. He would later add that not asking for a salary increase was ‘good karma’ and helped bosses determine which employees they can trust.

Klawe disagreed. She implored women to ‘do their homework’ regarding salaries, a sentiment which drew applause. Nadella later tweeted that he had been ‘inarticulate re how women should ask for raise’ and that ‘the industry must close [the] gender pay gap so a raise is not needed because of a bias’.

That incident, however, seemed to act as a catalyst at Microsoft. The company now provides training, to stop what, according to CNET, ‘can prevent men from seeing their female colleagues’ contributions.’

In 2015, Intel invested $300 million in an effort to promote diversity, and to support more participation in technical positions.

There is evidence to suggest that increased female representation reflects in sales figures. The Anita Borg Institute found that companies on the Fortune 500 who had at least three women on their board saw their return on sales increase by 42%. Despite this, biases, especially in companies that have male-dominated senior management teams, are likely. Getting rid of this will take time, and a few influential technology companies need to step up and act as an example.

With companies like Intel looking to priortize equality, 2016 could see increased female participation.

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Yahoo: When CEOs Make Mistakes

Allie Laurent Strategy Events Director on july 21 2014, eric jackson uploaded an article to forbes

about Yahoo, a company he has had an on-and-off stake in since 2006.

Jackson is a harsh critic of Yahoo’s CEO, Marissa Mayer, who he believes has done little to help the company’s floundering position. In 2014, he claimed that the valuation of Yahoo’s core business had fallen from $7.3 billion to $500 million, that she had failed to tackle the company’s overstaffing issues, and that her decision to sell her own shares in the company - she sold roughly $11.6 million worth of shares in Yahoo in 2014 - had given off all the wrong vibes.

Yahoo’s decision to invest in Chinese e-commerce giant, Alibaba, has been its saving grace. The company’s $27.63 billion valuation masks the fact that Yahoo’s core business has fallen even further recently, with many analysts claiming that it’s worth less than nothing - or negative $3.5 billion. When Alibaba went public,

Yahoo got a much needed cashinjection. Mayer hired McKinsey & Co to help shake up the company’s strategy, but the advice given was not what she had expected.

Basically, they told her to sell up, something Jackson had said in 2014. And that wouldn’t necessarily be a bad idea. If Yahoo’s core

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12 business is worthless and showing no sign of picking up, it could be an interesting target for one of the tech industry’s major companies.

It would be unfair to blame Mayer for everything. Yahoo’s problems date back to long before her arrival.

As they looked to expand their portfolio, new technologies were handing greater power to startups.

Yahoo had many irons in the fire, but had lost its core focus. As Nicholas Carlson states: ‘Yahoo was losing out to eBay in auctions, Google in search and Craigslist in classifieds.

Then Facebook came along, replacing Yahoo as the home page for millions of people.’ It’s been a shambles since. Yahoo’s last CEO, Scott Thompson, lasted just five months, resigning under a cloud of suspicion after his qualifications were questioned by a major shareholder.

Thompson was the company’s forth CEO in five years. The problem has been the same for all of them; Yahoo’s advertising is no longer a force.

In July, Mayer celebrated three years as Yahoo’s CEO, making now as good a time as any to take stock of the former Google prodigy’s time at the company. Since her arrival, Yahoo’s social media strategy remains focused on Tumblr - a site it acquired back in 2013 - which has limited its scope for customer communication. According to Forbes, the mobile app hasn’t been a disaster, but still reaches just 10% of internet users.

Mayer’s approach to the company’s workforce has been ruthless, but justified. In fact, she was criticized

by Jackson for not getting rid of enough people. She has slimmed the company down by 29% by using stringent performance based metrics to separate weaker employees, while also removing parts of the business which had shown no promise of adding value.

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Mayer's approach to the company's workforce has been ruthless, but justified

Marissa Mayer at the Metropolitan Museum of Art, New York May 2015

More than anything, Mayer will be judged for her ability to drive revenue and profitability. And recent reports would indicate that she’s done neither. SunTrust analyst, Robert Peck, states: ‘At first glance, it appears that Ms. Mayer has almost tripled the stock price in her three year tenure,” concludes Peck.

“However, our analysis suggests the value of the core business has actually declined, by as much as 50% (or $1.5 billion), to the extent that the core business is now almost free.’ The taste in the shareholders mouth is likely to taste even more bitter considering that Yahoo has spent around $6 billion under Mayer.

An impossible job? Maybe. But Mayer has still made her fair share of strategic mistakes throughout her tenure.

Editorial Credit: JStone

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is a

$70,000 Minimum Wage a good idea?

James Ovenden Managing Editor

He wasn’t always so generous.

Gravity Payments’ CEO, Dan Price, not only looks like the Messiah, he if Jesus Christ were an entrepreneur - is seemingly as selfless as him.

His decision to establish a minimum wage of $70,000 at his company became a huge hit on social media, with NBC’s video covering the story now the most shared in network history.

Before 2013, his company ran like any other - keeping salaries high enough that they don’t demotivate, but lean enough that they don’t stand in the way of company profits.

A feature in Inc. described how the situation came about. One of Price’s employees was outside on a smoking break, visibly annoyed.

The man in question - a 32-year old phone technician called Harley - was earning $35,000, a figure, which despite matching the industry average, wasn’t generous. When Price approached him Harley said: ‘You’re ripping me off,’ and that

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More than ever, people are living paycheck to paycheck, unable to buy homes or make any real investments ‘I know your intentions are bad.

You brag about how financially disciplined you are, but that just translates into me not making enough money to lead a decent life.’

For a man who prided himself on treating his employees well, it was a hurtful, but also something of an epiphany. Soon after that, he announced that he would phase in the minimum wage scheme reducing his own salary from $1.1 million to $70,000. As mentioned before, the story went viral, Price was featured in Forbes, found himself on the frontcover of Inc., and was generally the inspiration for a number of related stories, primarily cash-hungry CEOs taking pay cuts.

The most notable was a former Yahoo executive who left her role to work for Price’s company - Gravity - where she reportedly took an 80% pay cut.

growth to fall off almost completely.

This might boost company profits, but for an economy which relies heavily on consumer expenditure, it shatters confidence. We can’t buy what we can’t afford. And Inc.’s Contributing Editor states: ‘Weak wage growth helps explain why this long economic expansion has been so tepid.’

While the decision made Gravity an overnight sensation, it has been anything but plane sailing for Price. They became inundated with messages, an onslaught they weren’t prepared for. The New York Times also reported that a few customers withdrew their services, dismayed by what they thought was a political statement. Two of the company’s most valued staff also left, upset that new hires were having their salaries doubled, while they got a minimal raise. Company revenues are also down, and margins are tighter than they have ever been, with Price forced to sell his home to continue funding the business.

In the New York Times he said: ‘I want to fight for the idea that if someone is intelligent, hardworking and does a good job, then they are entitled to live a middle-class lifestyle.’ A principle grounded in ethics, but one which might ultimately cost Dan Price his business.

It has also reignited the debate regarding salary increases. Most middle class Americans, according to Ben Casselman, haven’t had a real raise - one above inflation - for fifteen years. More than ever, people are living paycheck to paycheck, unable to buy homes or make any real investments. Businesses, young and old, are keen to keep costs at a minimum, causing wage

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Read an Employee’s Mind with these 5 Esssential Tips Dennis Hung Business Consultant

Employee satisfaction is an often overlooked aspect of the success of a company. A lot of corporate leaders focus more on client acquisition and retention than on employee morale. However, it is vital to remember that without employees, you will not have clients.

Every employee plays an important role in the success of the business they work for.

Happy employees are productive employees. But, if your employees are not happy, you will experience a high turnover rate. It can be very expensive to replace employees and bring a new person on board.

It is much more cost efficient to reduce turnover. Therefore, it is vital to understand the needs of your employees. It is a lifelong commitment, but these five tips will get you started in the right direction.

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It is important to be open minded. If you are not open minded, employees will not be as likely to come to you if there is a problem

Comment Box

Ask Them

Using an anonymous comment box is a great way to learn what your employees are thinking. A comment box will give employees the opportunity to reveal how they feel about your company and your leadership. They will be able to do this because comment boxes will allow them to remain anonymous.

Otherwise, employees will be reluctant to tell you how they really feel because they will be afraid of your response.

We tend to overthink and over complicate issues. However, the best solutions are sometimes the most obvious. If you want to know what your employees are thinking, just ask them.

Put the comment box somewhere that is not overcrowded. If the comment box is right next to the boss’s door, people are not as likely to use it. Having a comment box in a highly populated area defeats the purpose. This is important because reading from the comment box will allow you to get in touch with the thoughts and feelings of your employees. This insight will help you discover any changes that you should make.

Have An Open Mind It is important to be open minded.

If you are not open minded, employees will not be as likely to come to you if there is a problem.

They are not going to waste their time if they don’t think you are going to do anything to solve their problem. Instead, they will just quit.

You may never know the real reason they left.

But, if you show your employees you have an open mind, they will be more likely to talk to you. They need to know that you are willing to listen to their ideas. You may be surprised by how helpful listening to employees can be. Being less experienced does not mean they do not have valuable information.

Don’t ignore this valuable source of feedback.

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However, it is important that you implement this method the right way.

If you don’t ask for input properly, you will be wasting your time. But, with the right approach, simply asking your employees how they feel can be very effective. Don’t ask just one employee.

Make an announcement that you want to improve employee satisfaction and are open to comments. You can even offer a reward to employees if you use their idea. As a bonus, by asking employees how they feel, you will show them you care. Employees are more likely to stay with a company if they know their leaders care about them.

Empathize You need to empathize with your employees if you want to know how they feel. Use the methods taught in corporate sales training. Approach employee satisfaction with at least the same amount of effort as you approach client satisfaction.

The best way to do this is to put yourself in their position. Ask yourself how you would feel if you were them. Would you enjoy working for you? Would you be happy with their pay? If not, ask yourself why. Then, find ways to improve in those areas.

Exit Interview They say employees don’t leave companies. Employees leave managers. The best way to reduce turnover is to find out why your current employees are leaving.

Conducting an exit interview is the best way to do this. Ask them why they are leaving. Ask them what they would change about your company.

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WHAT CAN YOUR BUSINESS LEARN FROM ONLINE BETTING SITES? Tayven James Business Writer

What does this dynamic growth mean for businesses today who are looking to gain an extra advantage over the competition?

Online betting is one of the fastest growing forms of business today. There are thousands of people playing on daily fantasy sports and even financial predictions sites every single day. And that’s saying nothing of the millions of people who will wager money on the outcome of sporting events at peak times of the year.

What does this dynamic growth mean for businesses today who are looking to gain an extra advantage over the competition? There are many different principles that companies can take from online betting sites. Below are a couple of tips that any business owner can take from betting sites in order to upgrade his or her company.

Employee Compensation Want to leverage a betting mentality within your own company? Try paying your employees for their results instead of just the time they spend in a chair. In the world of technology that we live in, it is more important than ever that employees are motivated to do a great job while at work. Adding some gamification to the compensation system within your company can go a long way in making employees feel valued.

Consider this: Gambling sites are succeeding because people want to bet that their expertise can win them money without spending a lot of time to make it happen. Give your employees the chance to do the same. This means that once employees are finished with their assigned work they can go home or continue working on other projects.

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20 This style of compensation has many different benefits to both the company and employees. For the company, the same amount of work will be done as before. However, employees are now more motivated to get their work accomplished.

This means higher productivity and engagement. As morale increases around the office, staff turnover will start to drop as well. Having a low turnover rate is a great way to save money in any company since the cost of bringing in new employees is much higher than keeping a current employee. For many small businesses, a low turnover rate is one of the best things that can be reached.

Gamification

$0 1 04 Instead of functioning in the traditional company and employee relationship, gamification allows employees to make a larger impact on the business overall

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The term gamification is fairly new in the business world. This term essentially means making the workplace fun and challenging to employees by adding incentives for employee behavior. A great example of this would be a company offering a one thousand dollar bonus for someone solving an issue that is costing the company money.

Employees will be motivated to solve the issue for the additional compensation, and the company will be better off financially once the problem is solved

Flexible Payment Packages Another lesson that can be learned from online betting sites is to offer flexible payment options. Whether you provide a product or a service to the marketplace, this is still a principle that can be applied.

Consumers today want to have choices in how they pay and use a product. The old model of having just one way to pay is outdated and will go away eventually. Many successful companies have free options, pay to play, and then unlimited options for customers. Daily fantasy sites have really capitalized on this trend by allowing customers to pay as much or as little money as they want in order to play fantasy football, and the option to play a game at a time instead of an entire season. The more money that is paid in, the more that can be won. As a company, it is important to offer as many payment options to customers as possible over the long term.

Final Thoughts

The daily fantasy sports market has exploded for many different reasons.

There are a lot of people who are now playing fantasy sports that never had an interest before. This rapid expansion is something that many companies could learn from.

One way in which these principles could be applied is employee Instead of functioning in the compensation. Instead of just paying traditional company and employee employees a set amount, offer relationship, gamification allows to pay employees based on their employees to make a larger impact results. There are a lot of companies on the business overall. There are that have put in flexible hours in many studies that show providing order to help employees with their these types of incentives goes a work-life balance. There are a lot of long way to allowing a person to make changes in their work that can studies that show this has increased the morale of employees greatly. impact the business. In addition, Adding this gamification piece to many companies who have put daily business has a lot of positive this in have had a huge increase in results over the long run. Companies employee morale and productivity.

Employees today want to have some and employees will now have similar motives in helping one another flexibility in what they do every day. succeed.

Finding Focus Through Digital Disruption

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Banking facing an ‘Uber Moment’ Richard Angus Head of Strategy

At the start of December 2015, The Bank of England granted Tandem a banking license. It became the second digital-only bank in the United Kingdom, causing many to predict the downfall of many of the UK’s bricks-and-mortar branches.

While challenger banks haven’t had consistent success - so far they have struggled to compete with high-street banks for market share this second wave of Fintech banks could see banking become a prime target for digital disruption.

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Before Tandem’s license was announced, the former CEO of Barclays, Antony Jenkins, predicted a period of upheaval for the banking industry: ‘The incumbents risk becoming merely capital providing utilities that operate in a highly regulated, less profitable environment, a situation unlikely to be tolerated by shareholders.’

Business Insider called this an ‘Uber style disruption’ with traditional banks standing to lose half of their workforce, and around 60% of profitability in some divisions.

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Business Insider called this an ‘Uber style disruption’ with traditional banks standing to lose half of their workforce, and around 60% of profitability in some divisions

Like Uber, Fintech startups have the capacity to do everything a traditional bank can - albeit on a smaller scale to begin with - but faster and cheaper. Due to this, services such as lending and wealth management are likely to be disrupted, causing potentially irreparable damage for the high-street bank. And to some extent, this is already happening. For example, TransferWise has made international payments cheaper for customers. The company recognized that if we are to operate in a globalized economy the public shouldn’t be charged admin fees for transferring money abroad. The service’s success shows that banks are already being disrupted, with other companies - such as Funding Circle and Square - doing similar things with lending and payments.

What this will lead to is traditional banks automating their work. Antony Jenkins stated: ‘I predict that the number of branches and people employed in the financial services sector may decline by as much as 50% over the next 10 years, and even in a less harsh scenario I expect a decline of at least 20%.’

Financial Times predicts that there will be a...

50% decrease in the number of people employed in the financial sector.

and a ...

60% decrease in the profitbility of some divisions in traditional banks.

The rise in Fintech startups was mainly born out of the the 2008 Financial Crisis, which caused real mistrust of the banking industry.

It also led to banking regulations which put customer needs at the centre of the decision making process. Now, it’s a question of whether the industry’s traditional banks can make good on their more customer focused strategies, while also embracing new technologies to improve efficiency. Next year will, however, be crucial to the industry’s future and determine whether Fintech startups have a reasonable chance of disrupting the high-street bank.

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