The Art Of Magazine: Volume 3

Page 1

Leadership & Talent Development

Executive Search & Recruitment

Career Development & Transition

Workforce Management

Recruiting , developing & optimizing people. One organization sees the whole picture.

A holistic approach to human capital gives Knightsbridge the perspective to help companies recruit, develop and optimize their people to best meet their business goals. Integrated teams of specialists in Leadership & Talent Development, Executive Search & Recruitment, Career Development & Transition and Workforce Management work seamlessly together to leverage the strength of your talent. Knightsbridge has the people you need, when you need stronger people. FINDING DEVELOPING OPTIMIZING PEOPLE

Stronger people, Stronger organization.

knightsbridge.ca

The flye r looks fa ntastic! J ust arriv ed. I know! P hotos po p! Did Dav id Yes, it’s like

So glad. Staccato is brillian t.

show u th e saving s on the we shar e a bra

new stoc k?

Uhhhhh hmmmm mmmmm *Brain! B ? rain! We share a brain!

Haha! S LOL! eriously th o u guys is big win rock. Th ner. is campa ign That’s a wesome ! TTYL!

FheZkYj CWha[j_d] Iebkj_edi At Dollco, we’re hip to your marketing challenges. We give you more than the other guys: the best quality in the market; account management and customer support specializing in product marketing; and an innovative partner to help you win new revenue. Printing is our product. Relationship is our business. Dollco’s Product Marketing Solutions make all the difference. Visit www.dollco.com

62 34 8

10

6 Where Trust Begins

Richard Robbins Breaking Down the CEO Stereotype

Peter Aceto Why No One Will Watch Your Crappy Corporate “Viral� Video, And How To Fix It - Scott Stratten The Logical First Step

Allison Graham Building a Business With a Social Mission

8 10 14

Eric Ryan

16

The Artists

21

Design Thinking and the Quest for Reinvention of Strategic Management - Idris Mootee

22

What is the value? Where is the value? Who perceives the value? - Jeffrey Gitomer

24

Expectation Creates Dissatisfaction: And how to be happier and more creative by taming it

- Stephen Shapiro Rethink Leadership

Adam Lashinsky

2

6

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26 28

24

16 32 56 38 28 22

53 47 32

Mindful Leadership

34

Success Through Focus

37

The A-List – 12 Business Books We Thought You Should Know About

38

Why your good advice isn’t working (and how to change that) - Michael Bungay

43

Q&A With Vijay Govindarajan

47

Yes, You Can Brainstorm Without Groupthink

53

The Art of Code Red

56

Rise Of The Indie Brand

59

Actionable Summary Standout

62

How The Chinese Became Global Branding Geniuses

Maria Gonzalez Herbert Lui

Stanier

Sophie Woodrooffe Vijay Govindarajan and Jay Terwilliger

14

Frances Cole Jones Mitch Joel Jill Donahue Martin Lindstrom

FALL 2012 |

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3

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JZfkk BXmXeX^_# <[`kfi jZfkk7k_\Xikf]%Zfd

FALL 2012 |

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Where

TRUST Begins BY Richard

È

No one has ever become poor... giving. - Anne Frank

6

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| FALL 2012

É

Robbins

There is something in the human DNA that makes us feel good when we give to others% <m\e k_\ j`dgc\jk XZk$$fg\e`e^ X [ffi ]fi X jkiXe^\i# c\kk`e^ k_\ ZXi `e ]ifek f] pfl d\i^\ `e kiX]Ô Z# fi Ylp`e^ X Zf]]\\ ]fi X ]i`\e[ÇZXe Y\ \efl^_ kf Z_Xe^\ fli dff[# Xe[ k_\ dff[ f] k_fj\ Xifle[ lj% 8j dlZ_ Xj n\ Xi\ Xcc [`]]\i\ek# k_\ `ek\ek`fe kf give is a rewarding force that’s hard-wired into each of us. N_`c\ p\Xij f] giXZk`Z\ Xe[ i\`e]fiZ\d\ek ZXe dXb\ `k \Xjp kf i\d\dY\i kf fg\e X [ffi ]fi jfd\fe\# fli `ek\ek`fe kf ^`m\ ZXe \Xj`cp jc`g n_\e n\ _\X[ kf nfib% N_\k_\i `kj jki\jj# Zfdg\k`k`fe fi k_\ _`^_ jkXb\j f] [X`cp g\i]fidXeZ\# `k ZXe Y\ \Xjp kf `eX[m\ik\ekcp c\Xm\ fli ^ff[ `ek\ek`fej Xk k_\ f]Ô Z\ [ffi# Xe[ j_`]k `ejk\X[ kf k_\ `ek\ek`fe kf i\Z\`m\%

Receiving vs. Giving 8j c\X[\ij Xe[ Ylj`e\jj gif]\jj`feXcj# k_\ `ek\ek`fe kf i\Z\`m\ ZXe f]k\e kXb\ fm\i n_\e n\ Y\^`e k_`eb`e^ XYflk fli e\\[j% N_\e n\ Y\^`e kf ]fZlj fe _`kk`e^ fli jXc\j hlfkXj# ^\kk`e^ fli gifdfk`fe# Yi\Xb`e^ X e\n jXc\j i\Zfi[# dXb`e^ dfi\ dfe\p fi \m\e aljk b\\g`e^ fli afY% K_\ `ek\ek`fe kf ^`m\ cffbj \ek`i\cp [`]]\i\ek% @k `j fecp n_\e n\ kilcp ZXi\ XYflk _\cg`e^ fli Zljkfd\ij# fli Zf$nfib\ij Xe[ fli k\Xd d\dY\ij XZ_`\m\ k_\`i ^fXcj# k_Xk fli kil\ `ek\ek`fe `j kf ^`m\% N_\e n\Ëi\ Zfdd`kk\[ kf _\cg`e^ fk_\ij XZ_`\m\ k_\`i [i\Xdj# i\XZ_ k_\`i ^fXcj# fli `ek\ek`fe `j kf ^`m\%

Where Trust Begins N_XkËj dfjk `ek\i\jk`e^ `j k_Xk `ek\ek`fe `kj\c] `j `em`j`Yc\Ç`kËj e\`k_\i j\\e efi _\Xi[% 9lk `k ZXe Y\ ]\ck# Xe[ n_\e `k `j# `k Zi\Xk\j Xefk_\i `em`j`Yc\ ZfdgXe`fe k_XkËj Zi`k`ZXc kf Xcc jlZZ\jj1 kiljk% N_\e g\fgc\ ]\\c k_Xk pfl _Xm\ k_\`i Y\jk `ek\i\jk Xk _\Xik# k_\p kiljk pfl% N_\e k_\p befn pflËcc [f k_\ i`^_k k_`e^j ]fi k_\ i`^_k i\Xjfej# k_\pËcc Ô e[ k_\dj\cm\j nXek`e^ kf [f n_Xk\m\i k_\p ZXe kf _\cg pfl Y\ZXlj\ f] Xe `em`j`Yc\ j\ej\ f] kiljkÇ jfd\k`d\j n`k_flk \m\e Y\`e^ XYc\ kf \ogcX`e `k% 8j fe\ f] dp ^i\Xk d\ekfij A`d If_e jX`[1 N\ [feËk ^\k `e c`]\ n_Xk n\ nXek# n\ ^\k `e c`]\ n_f n\ Xi\% A`d ZcX`dj k_Xk jlZZ\jj `j efk jfd\k_`e^ kf Y\ glijl\[# Ylk jfd\k_`e^ n\ XkkiXZk Yp k_\ g\ijfe n\ Xi\% @] k_\ g\ijfe pfl Xi\ `j k_\ jld kfkXc f] pfli `ek\ek`fej# k_\e k_`j d\Xej `ek\ek`fe `j efk jfd\k_`e^ pfl ZXe X]]fi[ kf c\Xm\ Xk k_\ [ffi% @k ZXeËk Y\ aljk jfd\k_`e^ pfl ]fZlj fe n_\e `kËj Zfem\e`\ek% @kËj jfd\k_`e^ n\ Xcc e\\[ kf [f [Xp `e# [Xp flk% @kËj k_\ kil\ [`]]\i\eZ\ Y\kn\\e k_\ ^ff[ Xe[ k_\ ^i\Xk%

=fi dfi\ `e]fidXk`fe XYflk Richard Robbins fi I`Z_Xi[ IfYY`ej @ek\ieXk`feXc @eZ%# fe\ f] Efik_ 8d\i`ZXËj c\X[`e^ Ylj`e\jj ZfXZ_`e^ fi^Xe`qXk`fej# m`j`k k_\d fec`e\ Xk nnn%i`Z_Xi[ifYY`ej%Zfd

FALL 2012 |

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Brea kin g DOWNthe

CEO STEREOTYPE BY Peter

Aceto

When you hear of CEOs, you’re probably inclined to think of perks and corner offices. You might also consider the adjectives “greedy, aloof, and egocentric”. N_`c\ `e jfd\ ZXj\j k_`j `j nXiiXek\[# @ nfe[\i XYflk _fn dlZ_ n\ c`b\ kf ^cfi`]p k_\ ifc\ f] X :<F% =fi Z\ekli`\j n\ _Xm\ Y\\e `eki`^l\[ Yp k_\ `[\X f] gfn\i% N\ j\\ k_\ jk\i\fkpg\ gfikiXp\[ `e Y\jkj\cc`e^ Yffbj Xe[ dfm`\j% 8e[ Zflekc\jj jkl[`\j _Xm\ Z\ikX`ecp jlggfik\[ k_\ Y\c`\] k_Xk g\fgc\ `e gfn\i Xi\ Zi\Xk\[ \hlXc% @e ]XZk# @ aljk i\Z\ekcp kn\\k\[ X ]XjZ`eXk`e^ `e]f^iXg_`Z XYflk k_\ XeXkfdp f] X :<F% 8ggXi\ekcp dXc\ :<Fj Xi\ c`b\cp kf Y\ ZXcc\[ G\k\i# 9fY fi AXZb% N\cc# k_Xebj dfd ]fi k_\ ]fi\j`^_k

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| FALL 2012

“Are you here to rape and pillage everyone?” N`ejkfe :_liZ_`cc jX`[1 k_\ gi`Z\ f] ^i\Xke\jj `j i\jgfej`Y`c`kp% K_Xk `j n_Xk @ Y\c`\m\ `j k_\ kil\ \jj\eZ\ f] X :<F Æ k_\ i\jgfej`Y`c`kp kf pfli \dgcfp\\j# Zljkfd\ij# Zfddle`kp Xe[ j_Xi\_fc[\ij% P\j f] Zflij\# Y\`e^ X :<F ^`m\j pfl k_\ gcXk]fid kf X]]\Zk Z_Xe^\# kf dXb\ jfd\k_`e^ _Xgg\e k_Xk pfl fk_\in`j\ [`[eËk _Xm\ k_\ Êgfn\iË kf [f Y\]fi\% 9lk `k `j k_\ i\jgfej`Y`c`kp k_Xk `j f] dfjk mXcl\% Efk_`e^ `j gi\$ZfeZ\`m\[ Xe[ k_\i\ `j `e ]XZk X cfe^ ifX[ kf \Xie`e^ k_Xk i\jgfej`Y`c`kp% Fe dp m\ip Ôijk [Xp Xj k_\ :<F f] @E> ;@I<:K `e :XeX[X# @ [\Z`[\[ kf nXcb Xifle[ Xe[ jXp _` kf \m\ipfe\% Fe k_Xk [Xp @ nXj n\Xi`e^ X gX`i f] jblcc Xe[ Zifjj Yfe\j fiXe^\ Zl]Õ`ebj# n_`Z_ @ k_fl^_k n\i\ m\ip Zffc# _fn\m\i k_\ i\XZk`fe @ i\Z\`m\[ ]ifd X gXik`ZlcXi Zfcc\X^l\# nXj Xe \p\ fg\e\i% È8i\ pfl _\i\ kf iXg\ Xe[ g`ccX^\ \m\ipfe\6É j_\ jX`[% K_fj\ n\i\ _\i \oXZk nfi[j% 8cdfjk Ôm\ p\Xij cXk\i# n\ Yfk_ jk`cc cXl^_ XYflk k_Xk \eZflek\i% @ Xggi\Z`Xk\[ _\i _fe\jkp# Ylk @ hl`Zbcp i\Xc`q\[ k_Xk ef dXkk\i pfli g\ijfeXc`kp# fi ]Xj_`fe j\ej\# g\fgc\Ëj eXkliXc i\XZk`fe kf k_\ gi\j\eZ\ f] X :<F `j f]k\e Xeo`\kp% Jki`b`e^ ]\Xi nXj efk k_\ nXp @ nXek\[ kf c\X[% Jf n_Xk Y\ZXd\ f] dfjk `dgfikXeZ\ kf d\ nXj Yl`c[`e^ kiljk% 8e[ f] Zflij\ Yi\Xb`e^ [fne k_\ jk\i\fkpg\j% @ [f efk _Xm\ Xe f]ÔZ\ efi [f\j Xepfe\ \cj\ `e fli ZfdgXep% K_\i\ Xi\ ef nXccj Xe[ Xepfe\ ZXe gXjj Yp Xe[ jXp _\ccf% @ f]k\e j`k `e k_\ ZXcc Z\ek\i Xe[ kXb\ Zljkfd\i ZXccj# @ gXib n_\i\ k_\i\ `j X jgfk XmX`cXYc\ Xe[ @ i\Xccp \eafp _Xm`e^ cleZ_ n`k_ n_fd\m\i `j `e k_\ ZX]\k\i`X% 8k k_\ f]ÔZ\# n\ Xi\ Xcc XjjfZ`Xk\j% N\ c\X[ n`k_flk k`kc\j Æ `e ]XZk pfl nfeËk Ôe[ k`kc\j fe fli Ylj`e\jj ZXi[j% N\ _Xm\ ]fjk\i\[ X Zlckli\ k_Xk d`iifij n_f n\ Xi\ Xj X Ylj`e\jj% ?fn n\ XZk fe k_\ flkj`[\# `j \oXZkcp n_f n\ Xi\ fe k_\ `ej`[\% N\ Xi\ kiXejgXi\ek# _fe\jk# Xe[ XggifXZ_XYc\ Xe[ n\ jg\Xb `e X cXe^lX^\ k_Xk g\fgc\ ZXe le[\ijkXe[% K_`j# `e dp fg`e`fe# `j k_\ ]lkli\ f] Ylj`e\jj% 8 p\Xi `ekf dp e\n ifc\# k_\ ]XZk i\dX`e\[ k_Xk fli \dgcfp\\j [`[ efk Z_ffj\ d\% 9\`e^ Xggf`ek\[ k_\ :<F Yp X YfXi[ f] [`i\Zkfij fi j_Xi\_fc[\i [f\j efk dXb\ pfl X c\X[\i# Ylk c\X[`e^ `j X :<FËj gi`dXip i\jgfej`Y`c`kp% @ nXjeËk `ek\i\jk\[ `e k_\ ^cfi`ÔZXk`fe f] k_\ k`kc\ Æ @ nXek\[ kf Y\ f] j\im`Z\ Xe[ Y\

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Peter Aceto, `j k_\ Gi\j`[\ek Xe[ :<F f] @E> ;@I<:K :XeX[X% G\k\i glYc`j_\j X Y`$dfek_cp Ycf^ ZXcc\[ ;`i\Zk KXcb n`k_ G\k\i 8Z\kf Ycf^%`e^[`i\Zk%ZX ?\ ni`k\j XYflk C\X[\ij_`g# DXeX^\d\ek# :figfiXk\ :lckli\# @eefmXk`fe Xe[ :ljkfd\i J\im`Z\% =fccfn G\k\i fe Kn`kk\i 7:<FV@E>;@I<:K

FALL 2012 |

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9

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| FALL 2012

Why No One Will Watch Your Crappy Corporate

“VIRAL” VIDEO And How To Fix It

BY Scott

Stratten

Those “Will It Blend?” videos of some guy throwing an iPhone in a blender and the instantly viral Shakeweight ads have millions and millions of views. Your company’s new “viral” spot has 500. Here’s what separates great branded video content from the flops.

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FALL 2012 |

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WE WERE HERE FIRST SO NATURALLY, WE PICKED THE BEST LOCATION.

Toronto’s downtown landmark hotel since 1929 Located across the street from Union Station in the heart of downtown Toronto, The Fairmont Royal York has become the meeting place of choice for business, celebrities and Royalty since 1929. A short walk away from the Metro Toronto Convention Centre and the Financial District, surrounded by theatre and shopping, The Fairmont Royal York is your central location when visiting Toronto. We look forward to being your hosts.

For reservations or information, visit www.fairmont.com/royalyork or call us at 1 800 441 1414. You can also join our conversation at: www.facebook.com/fairmontroyalyork or on twitter @fairmontryh

The Logical First Step BY Allison

Graham

The most likely starting point to build a profitable network is to analyze your current network and figure out who you already know. @] pfl _Xm\ e\knfib\[ ]fi p\Xij# fi `] pflËi\ YiXe[ e\n kf k_\ ZfeZ\gk# Z_XeZ\j Xi\ pfl Xci\X[p _Xm\ X jfc`[ YXj\ f] ZfekXZkj XmX`cXYc\ kf aldg$jkXik pfli e\knfib`e^ \]]fikj% Pfl dXp aljk efk i\Xc`q\ `k% K_`eb f] pfli ]i`\e[j# pfli ]Xd`cp# pfli ]Xd`cpËj ]i`\e[j# pfli nfib Zfcc\X^l\j# fi pfli k\XddXk\j Xj X jkXik% N_\e n\ kXcb XYflk e\knfib`e^ n\ XlkfdXk`ZXccp Xjjld\ k_Xk n\ e\\[ kf ^f flk kf d\\k e\n g\fgc\ \m\e k_fl^_ pflËi\ c`b\cp j`kk`e^ fe fggfikle`k`\j _`[[\e n`k_`e pfli Zlii\ek e\knfib Xe[ pflËm\ aljk efk kXgg\[ `ekf `kj gfk\ek`Xc p\k%

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| FALL 2012

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FALL 2012 |

| 15

Building a Business with a

SOCIAL MISSION

How Do You Instill A Higher Purpose In A Modern Corporation? BY Eric

16 |

| FALL 2012

Ryan

After eleven years in business and hundreds of innovations, we can still confidently say that our proudest achievement at method remains our first: cXleZ_`e^ X ZfdgXep n`k_ X jfZ`Xc d`jj`fe kf [f ^ff[ `e k_\ nfic[% @k nXj k_\ i`^_k k_`e^ kf [f ]fi jfZ`\kp Xe[ k_\ gcXe\k# Xe[ n\Ëm\ gifm\e k_Xk `kËj Xcjf k_\ i`^_k k_`e^ kf [f ]fi k_\ Yfkkfd c`e\% K_\ iXg`[ \ogXej`fe f] d\[`X kiXejgXi\eZp `j gif[lZ`e^ `eZi\Xj`e^cp n\cc$ `e]fid\[ Xe[ [`jZi`d`eXk`e^ Zfejld\ij% J`d`cXicp# k_\ `eÕlo f] jfZ`Xccp Xe[ \em`ifed\ekXccp ZfejZ`flj >\e P$\ij `ekf k_\ nfib]fiZ\ `j i\[\Ôe`e^ k_\ nXi ]fi kXc\ek% K_\j\ knf j_`]kj Z_Xcc\e^\ dfjk \jkXYc`j_\[ Ylj`e\jj\j $$ Ylk k_\pËi\ Xcjf j`^e`ÔZXek Zfdg\k`k`m\ X[mXekX^\j kf d`jj`fe$[i`m\e ZfdgXe`\j% ?Xm`e^ X gligfj\ cXi^\i k_Xe gifÔkj _Xj Y\\e b\p kf d\k_f[Ëj jlZZ\jj% 9p ZfekiXjk# dfjk ZfigfiXk\ mXcl\j Xi\ aljk k_Xk$$k_\ mXcl\j f] k_\ ZfigfiXk`fe% Ef dXkk\i _fn dlZ_ XdY`k`fe# ZXdXiX[\i`\# Xe[ cfpXckp Xe \dgcfp\\ Yi`e^j kf nfib# ef fe\ `j kXb`e^ k_fj\ ZfigfiXk\ mXcl\j _fd\ kf j_Xi\ n`k_ ]i`\e[j Xe[ ]Xd`cp% 9lk k_fj\ jXd\ mXcl\j Y\Zfd\ `dd\XjliXYcp dfi\ d\Xe`e^]lc n_\e k_\pËi\ k`\[ kf X _`^_\i gligfj\% @kËj _ldXe eXkli\ kf nXek kf Y\ X gXik f] jfd\k_`e^ Y`^^\i k_Xe fe\j\c]% @kËj i\dXibXYc\ _fn dXep Zfm\i c\kk\ij n\ ^\k k_Xk fg\e n`k_ c`e\j c`b\# ÈDp ^fXc `j kf nfib ]fi X mXcl\j$ Xe[ d`jj`fe$ [i`m\e Ylj`e\jj%É 9lk nfib`e^ n`k_ gligfj\ Xe[ mXcl\j `jeËk aljk X dXkk\i f] `e[`m`[lXc ^ifnk_2 Ôe[`e^ d\Xe`e^ `e nfib `j Z\ekiXc kf X jkife^ ZfigfiXk\ Zlckli\% @kËj Xcjf n_Xk b\\gj g\fgc\ dfk`mXk\[ [\jg`k\ k_\ i`^fij f] X jkXik$lg \em`ifed\ek% Nfib`e^ ]fi k_\ Zfddfe ^ff[ _\cgj lj glk \^f Xj`[\ Xe[ nfib ZfccXYfiXk`m\cp Xj X k\Xd# Xe[ k_Xk j\ej\ f] Zfek`el`kp# ]Xd`c`Xi`kp# Xe[ kiljk jg`ccj fm\i `ekf \m\ip [`jZ`gc`e\ `e k_\ ZfdgXep% N`k_`e X

FALL 2012 |

| 17

in major cities across Canada

One exceptional MBA. Four ways to earn it.

Jeremy Gutsche, Queen’s MBA Founder and Chief Trend Hunter, Trendhunter.com

Queen’s School of Business is one of the world’s premier business schools, renowned for its outstanding faculty, leading-edge curriculum and innovative, personalized approach to business education. Offered everywhere in Canada

Offered in major cities across Canada

Queen’s Executive MBA

Cornell-Queen’s Executive MBA

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r &BSO CPUI B $PSOFMM .#" BOE B 2VFFO T .#" JO NPOUIT XIJMF ZPV XPSL r 'VMMZ JOUFHSBUFE "NFSJDBO $BOBEJBO DMBTT TFTTJPOT MFE CZ GBDVMUZ GSPN CPUI $PSOFMM BOE 2VFFO T r "MTP PGGFSFE JO 6 4 DJUJFT r 0QUJPOBM ZFBS 6 4 XPSL WJTB

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Offered at Queen’s in Kingston

Queen’s Accelerated MBA for Business Graduates r 5IF .#" QSPHSBN EFTJHOFE TQFDJGJDBMMZ GPS QFPQMF XJUI BO VOEFSHSBEVBUF EFHSFF JO CVTJOFTT r &BSO B 2VFFO T .#" JO NPOUIT XIJMF ZPV XPSL r $VSSJDVMVN CVJMET PO VOEFSHSBEVBUF MFBSOJOH

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www.qamba.com 1.888.460.5869

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E X C E L L E N C E .

E X C E P T I O N A L

E X P E R I E N C E .

Queen’s Full-Time MBA r $BOBEB T NPTU SFTQFDUFE .#" QSPHSBN r %FTJHOFE UP EFWFMPQ FYDFQUJPOBM MFBEFST WBMVBCMF UFBN NFNCFST BOE IJHIMZ FGGFDUJWF NBOBHFST r " GVMM UJNF NPOUI QSPHSBN TUBSUJOH FBDI .BZ

www.queensmba.com 1.888.621.0060

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FALL 2012 |

| 19

YOUR CUSTOMER WANTS TO READ SOMETHING HERE.

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Jack WELCH – Former Chairman and CEO of General Electric and Author of New York Times Bestsellers, Straight from the Gut and Winning

“

When people are financially invested, they want a return. When people are emotionally invested, they want to contribute.”

Simon SINEK – Renowned Leadership Expert and Bestselling Author, Start With Why

“

Timing, perseverance, and ten years of trying will eventually make you look like an overnight success. Surrounding yourself with smart people you like to work with helps immeasurably.”

Biz STONE – Co-Founder of Twitter, Founder of Obvious and named one of the Most Influential People in the World by TIME

Imagination is the source of every form of human achievement. And it’s the one thing that I believe we are systematically jeopardizing in the way we educate our children and ourselves.”

Sir Ken ROBINSON – New York Times Bestselling Author, The Element

FALL 2012 |

| 21

DesignTHINKING and the QUEST for

Reinvention of STRATEGIC Management BY Idris

Mootee

Every individual, practicing professional, multi-national Corporation, non-profit organization, educational institution and government establishment fl^_k kf Y\ k_`eb`e^ XYflk Êi\`em\ek`fe%Ë @e fi[\i kf kiXej]fid fli \Zfefdp# fi^Xe`qXk`fej# gfc`k`Zj Xe[ jfZ`\k`\j i\`em\ek`fe `j X e\Z\jj`kp efk kf Y\ kXb\e c`^_kcp% :figfiXk\ jkiXk\^`\j )' p\Xij X^f X`d\[ kf flkjfliZ\ gif[lZk`fe Æ X efm\c `[\X k_\e Æ Ylk kf[Xp# k_`j jkiXk\^p i\jlckj `e Xe `eXY`c`kp kf `eefmXk\ Xe[ gfjj`Ycp \m\e Zfdg\k\ `e Zlii\ek dXib\kj% DXep ZfigfiXk`fej Xi\ \eZflek\i`e^ [`]ÔZlck`\j n_\e kip`e^ kf [\Ôe\ k_\`i g\iZ\`m\[ Zfdg\k`k`m\ X[mXekX^\% :_Xee\c XZZ\jj Xe[ X nXi\_flj\ f] `ek\cc\ZklXc gifg\ikp Xe[ gXk\ek [fZld\ekj Xi\ ef cfe^\i \efl^_% 9lj`e\jj c\X[\ij Xe[ ^fm\ied\ekj Xi\ Xcjf \og\i`\eZ`e^ X gif]fle[ Zi`j`j f] kiljk Xe[ c\^`k`dXZp ki`^^\i`e^ X cfjj f] ZfeÔ[\eZ\ `e kiX[`k`feXc df[\j f] fg\iXk`fe% K_\ e\n nfic[ f] i\`em\ek\[ jkiXk\^`Z dXeX^\d\ek i\hl`i\j Xggc`\[ [\j`^e k_`eb`e^ XZifjj Xcc dXeX^\d\ek Xe[ ]leZk`feXc [`jZ`gc`e\j% K_\ m\ip Zfi\ f] dXep dXeX^\d\ek k_\fi`\j Xi\ Y\`e^ hl\jk`fe\[ Xe[ ÊdXeX^\d\ekË `kj\c] `j Zcfj\ kf X gf`ek f] ]X`cli\% C\X[\ij Xi\ cffb`e^ kf Ôe[ jfd\k_`e^ e\n kf ^iXjg fekf `e fi[\i kf dXb\ j\ej\ f] n_XkËj ^f`e^ fe Xe[ Xi\ cffb`e^ kf fi^Xe`q\ ]fi X ]lkli\ f] legi\Z\[\ek\[ leZ\ikX`ek`\j% :fdgXe`\j k_Xk ]X`c kf dXb\ k_\ kiXej`k`fe n`cc Y\ ]fiZ\[ kf gcXp ZXkZ_$lg# i`jb `ii\c\mXeZp fi \m\e \ok`eZk`fe%

22 |

| FALL 2012

Fe\ f] k_\ gifYc\dj c`\j `e kiX`e`e^% Fli D98j Xi\ YXj\[ fe k_\fi`\j [\m\cfg\[ `e X gfjk$Nfic[ NXi @@ \em`ifed\ek% N_`c\ X[\hlXk\ n_\e k_\i\ nXj m\ip c`kkc\ Zfdg\k`k`fe Xe[ k\Z_efcf^p nXj efk X b\p [i`m\i ]fi Zfdg\k`k`m\ X[mXekX^\# k_\j\ k_\fi`\j Xi\ cfj`e^ k_\`i i\c\mXeZp `e kf[XpËj cXe[jZXg\% K_\ D$]fid fi^Xe`qXk`fe [\j`^e `j ]leZk`feXccp fi`\ek\[# n`k_ \m\ip dXeX^\i fm\ij\\`e^ X g`\Z\ f] k_\ Ylj`e\jj# Xj `] fgk`d`q`e^ \XZ_ ]leZk`fe i\jlckj `e fgk`d`q`e^ k_\ n_fc\% K_\ XZklXc i\jlck `j hl`k\ [`]]\i\ek% Kli] YXkkc\j2 cXZb f] ZfccXYfiXk`fe2 Xe[ le_\Xck_p `ek\ieXc Zfdg\k`k`fe ZXlj\ Xe le[\ig\i]fidXeZ\ k_Xk XZklXccp jlY$fgk`d`q\j k_\ n_fc\%

Design Thinking

;\j`^e k_`eb`e^ Yi`e^j X i\]i\j_\[# i\m`kXc`q\[# Xe[ i\alm\eXk\[ XggifXZ_ kf dXeX^\d\ek% N_\e k_\ ni`k`e^ `j Xci\X[p fe k_\ nXcc# k_\ k\e[\eZp `j kf kip kf Zfg\ n`k_ k_\ gifYc\d Yp dfi\ m`^fiflj XZk`fe lgfe fe\ f] k_\ ]fidlcXËj knf j`[\j Æ X [\Zi\Xj\ `e Zfjkj# Xe `eZi\Xj\ `e jXc\j# fi Yfk_%

Design Thinking

K_\ jkiXk\^`Z gifZ\jj k_Xk fZZlij n_\e k_\ fi^Xe`qXk`fe Xci\X[p i\Xc`q\j k_Xk `k `j ]XZ`e^ X Zi`j`j ljlXccp c\X[j kf Zfjk$ i\[lZ`e^ jkiXk\^`Z gcXej Æ Zcfj`e^ gcXekj# i\[lZ`e^ dXegfn\i fi ZXeZ\cc`e^ `em\jkd\ekj% K_\j\ Xi\ Z_Xe^\j `e k_\ gi\j\ek fi^Xe`qXk`feXc Zf^e`k`m\ ]iXd\ k_Xk gifm`[\j k_\ ]\\c`e^ f] X i\d\[p Ylk efk Xe XZklXc Zli\% K_\ efk`fe f] ;\j`^e K_`eb`e^ ^X`e\[ kiXZk`fe n_\e 9lZ_XeXeËj (00) gXg\i N`Zb\[ GifYc\dj `e ;\j`^e K_`eb`e^ j_`]k\[ [\j`^e k_\fip XnXp ]ifd `kj c\^XZp `e ZiX]k# `e[ljki`Xc [\j`^e Xe[ gif[lZk`fe kfnXi[j X dfi\ ^\e\iXc`q\[ Ê[\j`^e k_`eb`e^Ë k_Xk Zflc[ Y\ Xggc`\[ kf e\Xicp Xepk_`e^ ]ifd Ylj`e\jj kf jfZ`Xc `jjl\j%

Leadership is Building Trust K_\ fecp nXp kf Zi\Xk\ Z_Xe^\ `j kf _Xm\ _`^_ c\m\c f] kiljk n`k_`e b\p i\cXk`fej_`gj f] Xe fi^Xe`qXk`fe% C\X[\ij_`g `j efk Xe `e[`m`[lXc jgfik# Xe[ `e fli e\knfib\[ X^\ k_\ XY`c`kp kf Zfee\Zk Xe[ Yl`c[ kiljk`e^ i\cXk`fej_`gj `j X b\p Zfdg\k\eZp% N_`c\ c\X[\ij kip kf Zi\Xk\ kiljk# fgk`d`jd# Xe[ _Xidfep# n_Xk Xi\ f]k\e Zi\Xk\[ Xi\ Xe^\i# Zpe`Z`jd# Xe[ ZfeÕ`Zk `ejk\X[% K_\ Zfi\ ZXgXY`c`kp f] i\cXk`e^ Z\ek\ij fe k_\ c\X[\iËj XY`c`kp kf \e^X^\ `e `ehl`ip# X[mfZXZp Xe[ Zfee\Zk`e^%

Leadership is Transformative C\X[\ij_`g `j XYflk dXb`e^ k_`e^j _Xgg\e# Zfek`e^\ek fe X Zfek\ok% C\X[\ij dXp Zi\Xk\ Z_Xe^\ Yp gcXp`e^ X Z\ekiXc ifc\ `e k_\ XZklXc Z_Xe^\ gifZ\jj# fi Yp Zi\Xk`e^ Xe \em`ifed\ek `e n_`Z_ fk_\ij Xi\ \dgfn\i\[ kf XZk% @k `j k_ifl^_ giXZk`Z\# i\Õ\Zk`fe# ]fccfn`e^ ifc\ df[\cj# ]\\[YXZb# Xe[ k_\fip k_Xk n\ c\Xie c\X[\ij_`g Xe[ `k j_flc[ _Xm\ cXjk`e^ \]]\Zkj%

Design Thinking

Leadership is Visually-Oriented JkiXk\^`Z gcXee\ij j_flc[ lj\ `dX^\j# d\kXg_fij fi jkfi`\j kf ZXgkli\ Zi\Xk`m\ `dX^`eXk`fe Xe[ `eZfigfiXk\ `k `ekf k_\ jkiXk\^p gifZ\jj% @k fg\ej lg k_\ ]lkli\ Xe[ `em`k\j lj kf cffb Xk leZ\ikX`ek`\j Xccfn`e^ lj kf Y\ Zfd]fikXYc\ nfib`e^ n`k_ dXep lebefnej% ;\j`^e k_`eb`e^ \og\Zkj lj kf Zfg\ n`k_ `eX[\hlXk\ `e]fidXk`fe `e fi[\i kf Zi\Xk\ X kXe^`Yc\ flkZfd\%

Design Thinking

Leadership is Distributed K_Xk `j# c\X[\ij_`g `j efk jfc\cp k_\ glim`\n f] k_\ :<F# Ylk ZXe Xe[ j_flc[ g\id\Xk\ Xcc c\m\cj f] k_\ Ôid% C\X[\ij ZXe ef cfe^\i Y\ ('' Z\ikX`e f] k_\ ]lkli\ Ylk jk`cc e\\[ kf iX[`Xk\ X j\ej\ f] ZfeÔ[\eZ\ `e X gfj`k`m\ ]lkli\% K_`j `j n_\i\ k_\ giXZk`Z\ f] j\ej\ dXb`e^ Xj X e\n dXeX^\i`Xc kffc ZXe _\cg2 j\ej\ dXb`e^ `j k_\ [`jZfm\i`e^ f] e\n k\iiX`e [li`e^ `em\ek`fe% @e k_\ m\ip gifZ\jj f] dXgg`e^ k_\ e\n k\iiX`e# pfl Xi\ Zi\Xk`e^ `k Xe[ j_Xg`e^ pfli ]lkli\%

Design Thinking

Leadership is Creating Meanings D\Xe`e^j Xi\ efk Yfie ]ifd jgi\X[j_\\kj% :i\Xk`e^ d\Xe`e^ `j k_\ _Xi[\jk gXik f] k_\ [\j`^e gifZ\jj2 pflËi\ efk ^f`e^ kf ^\k `k i`^_k k_\ Ôijk k`d\% 9lk pfl ZXe `k\iXk\# X^X`e Xe[ X^X`e% JkiXk\^p e\\[j kf Y\ gi\j\ek Ylk pfl Xcjf e\\[ kf c\k pfli ^lk [i`m\% ;\j`^e k_`eb`e^ Xccfnj pfl kf Zi\Xk\ jkiXk\^`Z fgk`fej k_Xk c\k pfl \og\i`d\ek Xe[ `k `j k_ifl^_ k_`j gifZ\jj k_Xk pfl dXp Y\ XYc\ kf Ôe[ d\Xe`e^j%

Idris Mootee, `j k_\ glYc`j_\i Xe[ \[`kfi$`eZ_`\] f] D&@& J&:&# X glYc`j_\[ Xlk_fi# jg\Xb\i Xe[ :<F f] @[\X :flkli\# X ^cfYXc jkiXk\^`Z `eefmXk`fe Xe[ \og\i`\eZ\ [\j`^e Ôid% ?\ jg\e[j _`j k`d\ Y\kn\\e# Cfe[fe# E\n Pfib# Kfifekf# JXe =iXeZ`jZf Xe[ J_Xe^_X`%

FALL 2012 |

| 23

V A L U E

WHAT is the

WHERE

WHO

perceives the

?

24 |

| FALL 2012

is the

BY Jeffrey

Gitomer You have been making value perceptions and value judgments your entire life. Pfl dXp ZXcc k_\d [\Z`j`fej# dfd\ekj f] kilk_# fi XZk`fej% @ekl`k`m\cp k_\p ]fZlj Xifle[ mXcl\ Æ Xe[ pfli g\iZ\gk`fe f] `k Æ fi k_\ n\`^_k pfl glk kfnXi[ `k Xj k_\j\ [\Z`j`fej fi XZk`fej Xi\ kXb\e fi dX[\% @kËj k_\ jXd\ `e jXc\j# Ylk `e k_\ j\cc`e^ gifZ\jj k_\i\ Xi\ knf mXcl\j f] g\iZ\gk`fe Xe[ knf mXcl\ al[^d\ekj% Fe\ `j k_\ mXcl\ g\iZ\gk`fe Xe[ al[^d\ek pfl dXb\# Xe[ k_\ fk_\i `j k_\ mXcl\ g\iZ\gk`fe Xe[ al[^d\ek k_\ Zljkfd\i dXb\j% FYm`fljcp k_\ Zljkfd\iËj mXcl\ al[^$ d\ek Xe[ g\iZ\gk`fe ilc\j k_\ j\cc`e^ gifZ\jj% ?fn\m\i# pfl# k_\ jXc\jg\ijfe# _Xm\ X dXafi `dgXZk fe _fn k_\ mXcl\ `j g\iZ\`m\[ Xe[ lck`dXk\cp _fn k_\`i al[^d\ek `j dX[\%

Pfli mXcl\ al[^d\ekj Zfd\ ]ifd1 ?fn pfl ]\\c XYflk pfli ZfdgXep% ?fn pfl ]\\c XYflk pfli gif[lZk% ?fn pfl ]\\c XYflk pflij\c]% ?fn pfl ]\\c XYflk k_\ Zljkfd\i Xe[ k_\`i Ylp`e^ gifZ\jj% PflËm\ gcXZ\[ X mXcl\ fe pflij\c] k_Xk i\Õ\Zkj `e pfli j\cc`e^ jb`ccj# pfli Xkk`kl[\# pfli Y\c`\] jpjk\d# pfli kilk_]lce\jj# Xe[ pfli \k_`Zj% @] pfl Xi\ n`cc`e^ kf Zfdgifd`j\ Xep f] k_fj\# pflËcc e\m\i Y\ X jlZZ\jj]lc jXc\jg\ijfe `e k_\ cfe^ k\id% K_XkËj pfl% 8e[ k_\e k_\i\ `j k_\ Zljkfd\i% N_\k_\i k_\pËi\ Xe \o`jk`e^ Zljkfd\i fi X gifjg\Zk# k_\pËi\ dXb`e^ Xcc b`e[j f] mXcl\ al[^d\ekj XYflk pfl# pfli gif[lZk# Xe[ pfli ZfdgXep Æ `e k_Xk fi[\i% DlZ_ f] k_\`i al[^d\ek XYflk pfl `j Y\`e^ dX[\ [li`e^ k_\ gi\j\ekXk`fe `kj\c]# Ylk Xj k_\ [`^`kXc X^\ gif^i\jj\j dXep f] k_\j\ g\iZ\gk`fej Xe[ al[^d\ekj Xi\ dX[\ nXp Y\]fi\ pfl k_\ jXc\jg\ijfe \ek\i k_\ jZ\e\% K_\j\ [Xpj# Dfk_\i >ff^c\ ZXe Zi\Xk\ gi\ZfeZ\`m\[ mXcl\ efk`fej k_Xk [feËk j`dgcp i\mfcm\ Xifle[ pfli gif[lZk fi pfli gi`Z\2 k_XkËj aljk fe\ gXik f] k_\ \hlXk`fe% Pfli g\ijfeXc i\glkXk`fe Xe[ pfli ZfdgXepËj i\glkXk`fe gcXp X dXafi ifc\ `e k_\ Zljkfd\iËj g\iZ\gk`fe Xe[ al[^d\ek f] mXcl\% MAJOR UPSIDE-DOWN CLUE: <m\ip jXc\jg\ijfe lj\j >ff^c\ kf Ôe[ dfi\ `e]fidXk`fe XYflk k_\ ZfdgXep Xe[ k_\ g\ijfe k_\p Xi\ ^f`e^ kf d\\k% K_Xk jXd\ jXc\jg\ijfe E<M<I kXb\j k_\ jXd\ Xdflek f] k`d\ kf >ff^c\ k_\dj\cm\j kf j\\ n_Xk k_\ gfk\ek`Xc Zljkfd\i `j Ôe[`e^ flk XYflk k_\d% @kËj X dXafi dpjk\ip kf d\ n_p jXc\jg\fgc\ jk`cc Y\c`\m\ k_\p Xi\ `em`j`Yc\% D\Xen_`c\# pfli i\glkXk`fe Xe[&fi cXZb f] `k `j kfkXccp XmX`cXYc\ kf k_\ Zljkfd\i nXp Y\]fi\ pfl \m\i \ek\i k_\`i f]ÔZ\% K_\ dXafi`kp f] jXc\jg\fgc\# dfjk c`b\cp `eZcl[`e^ pfl1 ;f efk _Xm\ X Ylj`e\jj =XZ\Yffb gX^\% ?Xm\ e\m\i kn\\k\[% ;f efk _Xm\ X g\ijfeXc n\Yj`k\% ;f efk _Xm\ X Ycf^% ;f efk _Xm\ X PflKlY\ Z_Xee\c% ?Xm\ c\jj k_Xe ,'' C`eb\[@e Zfee\Zk`fej%

N_Xk Zflc[ k_\p pfl Y\ k_`eb`e^6 @k n`cc kXb\ pfli gifjg\Zk`m\ fi \o`jk`e^ Zljkfd\ij c\jj k_Xe fe\ d`elk\ kf [f X Zfdgc\k\ @ek\ie\k j\XiZ_ fe pfl# Xe[ `kËj dfjk c`b\cp pfl _Xm\ e\m\i [fe\ fe\ fe pflij\c]% Pfli jXc\j _Xe^ `e k_\ YXcXeZ\% WRONG THINKING: G\fgc\ n`k_ ef `ek\ie\k gi\j\eZ\# g\fgc\ n`k_ ef YiXe[ gi\j\eZ\# Xe[ g\fgc\ n`k_ c`kkc\ g\ijfeXc i\glkXk`fe n`cc Xcc dXb\ k_\ ]\\Yc\ \oZlj\ k_Xk k_\ Zljkfd\i `j fecp Ylp`e^ gi`Z\ XepnXp% K_\p pfl Xi\ ]ffc`j_cp `eZfii\Zk% @] pfli Zljkfd\i `j cffb`e^ kf dXb\ X mXcl\ al[^d\ek Y\]fi\ pfl Xii`m\# n_Xk Xi\ k_\p ^f`e^ kf Ôe[6 NOTE WELL: @] X Zljkfd\i `j cffb`e^ kf dXb\ X mXcl\ al[^d\ek fi mXcl\ g\iZ\gk`fe [li`e^ pfli gi\j\ekXk`fe# X ^ff[ gfik`fe f] k_Xk n`cc fZZli nXp Y\]fi\ k_\ gi\j\ekXk`fe kXb\j gcXZ\% @Ëm\ aljk ^`m\e pfl X i\$[\Ôe`k`fe f] k_\ nfi[ ÈmXcl\É Yp X[[`e^ k_\ nfi[j g\iZ\`m\[ g\iZ\gk`fe Xe[ al[^d\ek% K_\j\ Xi\ k_\ nfi[j pfli Zljkfd\i d\ekXccp lj\j Xj _\ fi j_\ `j [\Z`[`e^% Efk`Z\ @ _Xm\ efk lj\[ k_\ nfi[j ÈX[[É fi ÈX[[\[É n_\e i\]\ii`e^ kf k_\ nfi[ mXcl\# efi n`cc @ \m\i% Pfli Y`^^\jk afY Xj X jXc\jg\ijfe `j kf Zi\Xk\ pfl fne mXcl\ Xe[ i\glkXk`fe `e k_\ dXib\kgcXZ\# jf k_Xk n_\e pfli gifjg\Zk`m\ Zljkfd\i `j cffb`e^ ]fi `e]fidXk`fe XYflk pfl# `k n`cc Zi\[`Ycp Y\ k_\i\% @ _Xm\ c`jk\[ k_\ mXcl\$YXj\[ \c\d\ekj pfl e\\[ kf jlZZ\\[% @ Xd Z_Xcc\e^`e^ pfl k_Xk pfl gifYXYcp [feËk _Xm\ k_\d# Xe[ efn `kËj k`d\ ]fi pfl kf dXb\ pfli fne mXcl\ al[^d\ek `] `k `j nfik_ k_\ `em\jkd\ek f] k`d\ kf Zi\Xk\ k_\d% @e dp fg`e`fe `kËj efk Xe fgk`fe# `kËj Xe `dg\iXk`m\% J_fn d\ k_\ mXcl\# Xe[ @Ëcc ^`m\ pfl k_\ jXc\%

Jeffrey

Gitomer, `j k_\ Xlk_fi f] K_\ JXc\j 9`Yc\# :ljkfd\i JXk`j]XZk`fe `j Nfik_c\jj :ljkfd\i CfpXckp `j Gi`Z\c\jj# K_\ C`kkc\ I\[ 9ffb f] J\cc`e^# K_\ C`kkc\ I\[ 9ffb f] JXc\j 8ejn\ij# K_\ C`kkc\ 9cXZb 9ffb f] :fee\Zk`fej# K_\ C`kkc\ >fc[ 9ffb f] P<J 8kk`kl[\# K_\ C`kkc\ >i\\e 9ffb f] >\kk`e^ Pfli NXp# K_\ C`kkc\ GcXk`eld 9ffb f] :_X$:_`e^# K_\ C`kkc\ K\Xc 9ffb f] Kiljk# K_\ C`kkc\ 9ffb f] C\X[\ij_`g# Xe[ JfZ`Xc 9FFD ?`j n\Yj`k\# ^`kfd\i%Zfd# n`cc c\X[ pfl kf dfi\ `e]fidXk`fe XYflk kiX`e`e^ Xe[ j\d`eXij# fi \dX`c _`d g\ijfeXccp Xk jXc\jdXe7^`kfd\i%Zfd% )'() 8cc I`^_kj I\j\im\[% ;feËk \m\e k_`eb XYflk i\gif[lZ`e^ k_`j [fZld\ek n`k_flk ni`kk\e g\id`jj`fe ]ifd A\]]i\p ?% >`kfd\i Xe[ 9lp >`kfd\i%

FALL 2012 |

| 25

Expectation Creates Dissatisfaction

And how to be happier and more creative by taming it BY Stephen

Shapiro

While on a recent vacation, I thought to myself, “This is perfect.” K_\ n\Xk_\i nXj X jleep /, [\^i\\j# fli _fk\c iffd _X[ X jklee`e^ fZ\Xe m`\n# Xe[ k_\ cfZXc Zl`j`e\ nXj [\c`Z`flj% :fdgXiXk`m\cp jg\Xb`e^ k_fl^_# @ Xd Zc\Xi k_Xk dp mXZXk`fe nXj efk g\i]\Zk `e XZklXc`kp% G\i]\Zk`fe `e jlZ_ dXkk\ij `j X jkXk\ f] d`e[% K_\i\ Xi\ ef XYjfclk\ d\Xjli\j ]fi k_`e^j c`b\ mXZXk`fej% @ejk\X[# X j`klXk`fe `j g\i]\Zk gli\cp Yp [\ZcXi`e^ `k jf% :fem\ij\cp# k_\ jXd\ fZZlii\eZ\ ZXe Y\ X [`jXggf`ekd\ek m`X [\ZcXiXk`fe Xj n\cc% K_`eb XYflk pfli fne c`]\% N_\i\ Xi\ pfl [`jjXk`jÔ\[6 Dp ^l\jj `j k_Xk X gfk\ek`Xc jfliZ\ f] [`jZfek\ek `j X i\jlck f] ZfdgXi`jfe%

:)

N_\i\ Xi\ pfl kf[Xp ZfdgXi\[ kf n_\i\¿ pfl nXek kf Y\ `e k_\ ]lkli\ Xjg`iXk`fej Xe[ ^fXcj 6 pfl n\i\ `e k_\ gXjk i\d`e`jZ`e^ XYflk k_\ È^ff[ fcË [XpjÉ 6 pfl k_fl^_k pfl nflc[ Y\ Xci\X[p pfli \og\ZkXk`fej Xe[ k_fj\ f] pfli ]Xd`cp# jfZ`\kp# Xe[ fk_\ij 6 fk_\ij Xi\ kf[Xp ZfdgXi`jfe2 b\\g`e^ lg n`k_ k_\ Afe\j\j 6 <og\ZkXk`fe Zi\Xk\j [`jjXk`j]XZk`fe% N_\e i\Xc`kp ]Xccj j_fik f] \og\ZkXk`fej# n\ f]k\e _Xm\ Xe \og\i`\eZ\ k_Xk jfd\k_`e^ `j nife^% K_`e^j j_flc[eËk Y\ k_\ nXp k_\p Xi\% K_`j c\Xm\j lj [`jXggf`ek\[ Xe[ lgj\k% C\kËj kXb\ dfe\p Xj Xe \oXdgc\% Jkl[`\j j_fn k_Xk jXk`j]XZk`fe `j efk YXj\[ fe k_\ ÈXYjfclk\É Xdflek f] dfe\p pfl gfjj\jj% @k `j [\k\id`e\[ dfi\ jf Yp _fn dlZ_ dfe\p pfl _Xm\ Èi\cXk`m\É kf n_Xk pfl nXek% Pfli ÔeXeZ`Xc Xjg`iXk`fej Xi\ [i`m\e Yp _fn dlZ_ fk_\ij _Xm\# _fn dlZ_ pfl k_`eb pfl j_flc[ _Xm\# _fn dlZ_ fk_\ij \%^%# X jgflj\ \og\Zk pfl kf _Xm\# Xe[ jf ]fik_% <m\e `] pfl Xi\ jlZZ\jj]lc `e _`kk`e^ pfli ÔeXeZ`Xc ^fXcj# k_\ dfi\ pfl dXb\# k_\ dfi\ pfl X[Xgk# Xe[ k_\i\]fi\ k_\ dfi\ pfl nXek% ?`^_\i `eZfd\ c\m\cj gifm`[\ fecp Õ\\k`e^ _Xgg`e\jj# Xe[ `j kpg`ZXccp i\gcXZ\[ Yp k_\ [\j`i\ ]fi dfi\%

26 |

| FALL 2012

:(

Fli \og\ZkXk`fej Xepk_`e^1

ZXe

Y\

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Stephen Shapiro `j k_\ Xlk_fi f] È9\jk GiXZk`Z\j 8i\ Jklg`[1 +' NXpj kf Flk$@eefmXk\ k_\ :fdg\k`k`feÉ j\c\Zk\[ Xj k_\ Y\jk `eefmXk`fe Xe[ Zi\Xk`m`kp Yffb f] )'(( # ÈG\ijfeXc`kp Gfb\i#É Xe[ È>fXc$=i\\ C`m`e^%É Pfl ZXe i\X[ fm\i -'' Xik`Zc\j fe `eefmXk`fe# Zi\Xk`m`kp Xe[ jlZZ\jj Xk Jk\m\J_Xg`if%Zfd

FALL 2012 |

| 27

Rethink Leadership BY Adam

Lashinsky

On August 24, 2011, the day Steve Jobs resigned as chief executive officer of Apple, he attended a meeting of the company’s board of directors. ?\ nXj ^iXm\cp `cc Xe[ _X[ i\XZ_\[ k_\ ZfeZclj`fe k_Xk `k nXj k`d\ kf i\c`ehl`j_ _`j gfjk% ?\ Y\ZXd\ Z_X`idXe f] k_\ YfXi[ k_Xk [Xp# ^`m`e^ jfd\ _fg\ kf 8ggc\Ëj \dgcfp\\j# Zljkfd\ij# Xe[ `em\jkfij Xc`b\ k_Xk _\Ë[ Zfek`el\ kf \o\ik `eÕl\eZ\ fe k_\ ZfdgXep Xe[ Y\ Xifle[ ]fi X n_`c\ cfe^\i% N_Xk AfYj cfm\[ dfjk nXj gif[lZkj% K_fl^_ _\ ZXd\ k_Xk [Xp kf k\cc _`j [`i\Zkfij `e g\ijfe k_Xk _\ nXj jk\gg`e^ [fne# _\ Xcjf be\n _\Ë[ Y\ XYc\ kf j\\ 8ggc\Ëj cXk\jk f]]\i`e^j% @e[\\[# 8ggc\ nXj n\\bj XnXp ]ifd `ekif[lZ`e^ `kj e\n\jk `G_fe\# n_`Z_ nflc[ ]fi k_\ Ôijk k`d\ `eZcl[\ k_\ Xik`ÔZ`Xc `ek\cc`^\eZ\Ægfn\i\[ g\ijfeXc Xjj`jkXek jf]knXi\ ZXcc\[ J`i`% C`b\ k_\ ?8C Zfdglk\i `e JkXec\p BlYi`ZbËj )''(1 8 JgXZ\ F[pjj\p# J`i` Xejn\i\[ hl\jk`fej% @k kXcb\[ YXZb kf `kj fne\i% @k Y\^Xe kf ]lcÔcc fe\ f] k_\ gifd`j\j f] k_\ Zfdglk\i i\mfclk`fe k_Xk Jk\m\ AfYj _X[ _\cg\[ jkXik kn\ekp$ Ôm\ p\Xij \Xic`\i# kf _Xie\jj k_\ gfn\i f] Zfdglk\ij kf `dgifm\ _ldXe c`]\%

28 |

| FALL 2012

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© Featureflash / Shutterstock.com

FALL 2012 |

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<m\e n_\e _\ nXjeËk nXcb`e^ k_ifl^_ k_\ _XccnXpj f] 8ggc\# AfYj nXj X m`j`Yc\ :<F% Jli\# _`j f]Ô Z\ `e k_\ ( @eÔ e`k\ Cffg Yl`c[`e^ nXj f]] c`d`kj kf dfjk f] k_\ ZfdgXep% P\k AfYj nXj jlgi\d\cp gi\j\ek `e k_\ c`]\ f] 8ggc\% <dgcfp\\j f] Xcc jki`g\j jXn _`d `e k_\ ZfdgXep ZX]\k\i`X# ljlXccp Z_Xkk`e^ n`k_ _`j [\j`^e Z_`\] Xe[ Xck\i \^f# AfeXk_Xe @m\% K_\p nflc[ jgfk _`d nXcb`e^ Xifle[ ZXdglj# Xe[ k_\p nflc[ j\\ _`j ZXi gXib\[ `e ]ifek f] @C$(% K_\p nXkZ_\[ _`j b\pefk\ gi\j\ekXk`fej Xj \X^\icp Xj k_\ glYc`Z [`[ jf k_\p Zflc[ le[\ijkXe[ n_\i\ k_\`i ZfdgXep nXj _\X[\[% AfYj dXp n\cc _Xm\ Y\\e leXggifXZ_XYc\# Xe[ f[[j n\i\ k_Xk kpg`ZXc \dgcfp\\j nflc[ e\m\i Xkk\e[ X d\\k`e^ n`k_ _`d% 9lk k_\p Y\c`\m\[ k_Xk n_Xk\m\i k_\p n\i\ nfib`e^ fe nflc[ Y\ j\\e# \m\eklXccp# Yp ÈJk\m\%É =fi Xcc Õ fn\[ lg kf _`d# Xe[ _`j Ô e^\igi`ekj n\i\ fe \m\ipk_`e^ `dgfikXek k_Xk 8ggc\ [`[%

FALL 2012 |

| 31

Leadership MINDFUL

BY Maria

Gonzalez

Since the fall of 2008 we have seen trillions of dollars disappear from the global economy, ZXlj`e^

X jlYjkXek`Xc i\jkilZkli`e^% @e[\\[# ]\n \Zfefd`\j# fi^Xe`qXk`fej# fi `ejk`klk`fej `e k_\ nfic[ _Xm\ Y\\e jgXi\[% E\m\i `e i\Z\ek _`jkfip _Xm\ n\ _X[ jf dlZ_ Xe[ cfjk jf dlZ_% K_`j `j i\jlck`e^ `e e\n i\Xc`k`\j ]fi# Xe[ e\n \og\ZkXk`fej ]ifd# k_\ ^cfYXc gfglcXk`fe% K_ifl^_ k_`j \Zfefd`Z Zi`j`j Xe[ `kj X]k\idXk_# dXep g\fgc\ _Xm\ \og\i`\eZ\[ [`jXggf`ekd\ek `e k_\`i c\X[\ij# n_\k_\i k_\p Xi\ Ylj`e\jj c\X[\ij# ^fm\ied\ek c\X[\ij# Z\c\Yi`k`\j# fi kfg Xk_c\k\j% ;li`e^ [`]Ô Zlck k`d\j# Xepfe\ `e X c\X[\ij_`g gfj`k`fe `j jZilk`e`q\[ dfi\ Zcfj\cp% 8e[ `k j\\dj Xj `] k_\ [\dXe[j f] k_`j e\n nfic[ fi[\i Xi\ Y\pfe[ k_\ \og\i`\eZ\ f] dXep n_f fZZlgp c\X[\ij_`g gfj`k`fej% K_\ e\n i\Xc`kp i\hl`i\j Xcc c\X[\ij kf _Xm\ Xe legi\Z\[\ek\[ gi\j\eZ\ f] d`e[ Xj X jkXik`e^ gf`ek ]ifd n_`Z_ kf c\X[% JlZZ\jj _`e^\j fe k_\ XY`c`kp kf \]]\Zk`m\cp nfib n`k_ ZfejkXek Z_Xe^\ Xe[ X jkXk\ f] `dg\idXe\eZ\% Lck`dXk\cp# `k n`cc Y\ d`e[]lc c\X[\ij_`g k_Xk n`cc _\cg pfl eXm`^Xk\ k_ifl^_ k_\j\ [\dXe[`e^ k`d\j Xe[ le]Xd`c`Xi nXk\ij%

32 |

| FALL 2012

K_\ jki`Zk [\Ô e`k`fe f] X c\X[\i Xj k_\ g\ijfe n_f _\X[j lg Xe fi^Xe`qXk`fe fi X eXk`fe `j ef cfe^\i X lj\]lc [\Ô e`k`fe% 8 c\X[\i `j Xepfe\ n_f `j `e X gfj`k`fe kf `eÕ l\eZ\ Xefk_\i g\ijfe% K_`j dXp Y\ X :<F# k_\ c\X[\i f] X eXk`fe# k_\ _\X[ f] X ^fm\ied\ek X^\eZp fi [\gXikd\ek# k_\ _\X[ f] X gif]\jj`feXc j\im`Z\j Ô id# X [\gXikd\ek _\X[ `e X le`m\ij`kp fi X _fjg`kXc# X ZXcc Z\ek\i dXeX^\i# X jgfikj ZfXZ_# Xe Xk_c\k\# fi Xep Z\c\Yi`kp n_f _Xj k_\ gfk\ek`Xc kf `eÕ l\eZ\ fk_\ij% @e[\\[# \m\ip fe\ f] lj `j X c\X[\i% C\X[\ij_`g `j dlZ_ c\jj X ifc\ k_Xe Xe XZk`m`kp% Kf Y\ Xe \]]\Zk`m\ c\X[\i f] fk_\ij# pfl dljk Ô ijk jkXik n`k_ j\c]$ c\X[\ij_`g% Fe\ f] k_\ b\pj kf j\c]$c\X[\ij_`g `j Y\`e^ d`e[]lc% D`e[]lce\jj `j j`dgcp efk`Z`e^ k_\ nXp k_`e^j Xi\% 9p Y\`e^ d`e[]lc pfl ZXe kiXej]fid pfli c`]\# pfli fi^Xe`qXk`fe# Xe[ \m\e pfli Zfddle`kp% K_\ Ô ijk jk\g `j kf kiXej]fid pflij\c]% Dp \og\i`\eZ\ ZfXZ_`e^ Xe[ k\XZ_`e^ d`e[]lce\jj kf _le[i\[j f] Ylj`e\jj c\X[\ij Xe[ gif]\jj`feXcj `j k_Xk k_\ ]fccfn`e^ nXpj f] Y\`e^ Xi\ b\p [\k\id`eXekj f] gif]\jj`feXc Xe[ g\ijfeXc jlZZ\jj% D`e[]lc c\X[\ij Y\_Xm\ Zf_\i\ekcp Xe[ Zfej`jk\ekcp# Xe[ \o_`Y`k e`e\ jg\Z`Ô Z nXpj f] Y\`e^1 1. They are present. K_`j d\Xej k_Xk k_\p Xi\ `e k_\ dfd\ek% K_\p X`d kf Y\ i`^_k _\i\ i`^_k efn# iXk_\i k_Xe k_`eb`e^ XYflk k_\ gXjk fi nfiip`e^ XYflk k_\ ]lkli\% 2. They are aware. K_\p befn \oXZkcp n_Xk `j Xi`j`e^ n`k_`e k_\d Xk Xep ^`m\e dfd\ek% K_`j d\Xej k_\p nfeËk Y\ Yc`e[j`[\[ Yp k_\`i \dfk`fej fi e\^Xk`m\ gXkk\iej% 3. They are calm. 9\`e^ ZXcd Xccfnj k_\d kf b\\g k_\`i n`kj XYflk k_\d Xe[ `eZi\Xj\j k_\ c`b\c`_ff[ k_Xk k_fj\ Xifle[ k_\d nfeËk gXe`Z% I\^Xi[c\jj f] Z`iZldjkXeZ\j# k_\p Xi\ XYc\ kf ]XZ\ Xep j`klXk`fe n`k_flk cfj`e^ Zfekifc% 4. They are focused. N_\e c\X[\ij Xi\ ]fZlj\[# k_\p [\c`Y\iXk\cp Z_Xee\c i\jfliZ\j kf XZZfdgc`j_ gi`fi`k`\j# iXk_\i k_Xe Y\`e^ jZXkk\i\[% K_\p Xi\ XYc\ kf ZfeZ\ekiXk\ fe n_Xk\m\i k_\p [\\d `dgfikXek `e Xep ^`m\e dfd\ek% 5. They are clear. 9\`e^ Zc\Xi `j Zi`k`ZXc `e fi[\i kf dXb\ k_\ Y\jk gfjj`Yc\ [\Z`j`fej% D`e[]lc c\X[\ij le[\ijkXe[ n_Xk dfk`mXk\j k_\d Xe[ n_p k_\p Xi\ [iXne kf kXb\ Z\ikX`e XZk`fe% K_\p befn n_Xk `j `dgfikXek% 6. They are equanimous. <hlXe`d`kp `j k_\ XY`c`kp kf XZZ\gk Èn_Xk `jÉ n`k_flk i\j`jkXeZ\% Kf Y\ \hlXe`dflj `j kf kilcp _Xm\ `ee\i g\XZ\# Y\ZXlj\ pfl [f efk nXjk\ k`d\ ]`^_k`e^ n_Xk pfl ZXeËk Z_Xe^\ Xe[ pfl [f efk ]`^_k pflij\c]% K_\i\ `j Zf_\i\eZ\ `e pfli Y\`e^% Pfl [f efk e\\[ ]fi \m\ipk_`e^ kf Y\ `[\Xc `e fi[\i kf Y\ Zfek\ek fi \m\e _Xggp%

7. They are positive. K_`j d\Xej k_Xk k_\p Xi\ gfj`k`m\ ]fiZ\j `e k_\`i c`m\j# fi^Xe`qXk`fej# ]Xd`c`\j# Xe[ Zfddle`k`\j% 8e[ `e jf [f`e^# k_\p Y\Zfd\ Xe `ejg`iXk`fe kf k_fj\ Xifle[ k_\d% K_\p le[\ijkXe[ k_Xk k_\ ifc\ f] X c\X[\i `j kf Y\ f] j\im`Z\% 8. They are compassionate. C\X[\ij n_f Xi\ ZfdgXjj`feXk\ _Xm\ [\\g ZXi`e^ n`k_flk XkkXZ_d\ek% K_\p [f k_\`i Y\jk \XZ_ Xe[ \m\ip dfd\ek f] k_\ [Xp# le[\i k_\ Z`iZldjkXeZ\j% K_\p le[\ijkXe[ k_\ `dgfikXeZ\ Xe[ mXcl\ f] j\c]$ZfdgXjj`fe# Y\ZXlj\ k_\p befn k_Xk n`k_flk kXb`e^ ZXi\ f] k_\dj\cm\j# k_\`i XY`c`kp kf j\im\ Xe[ kf g\i]fid Xk X _`^_ c\m\c `j efk jljkX`eXYc\% 9. They are impeccable. D`e[]lc c\X[\ij Xi\ `dg\ZZXYc\ `e k_\`i nfi[j Xe[ [\\[j% 9lk Y\`e^ `dg\ZZXYc\ j_flc[ e\m\i Y\ Zfe]lj\[ n`k_ Y\`e^ g\i]\Zk% K_\p _Xm\ `ek\^i`kp# Xi\ _fe\jk Xe[ ZfliX^\flj% K_\p XZZ\gk i\jgfej`Y`c`kp ]fi k_\`i XZk`fej Xe[ [f efk YcXd\ fk_\ij ]fi _fe\jk d`jkXb\j% K_\i\ Xi\ Zflekc\jj i\jfliZ\j X[mfZXk`e^ [`]]\i\ek c\X[\ij_`g jkpc\j# Ylk k_fj\ jkpc\j k\e[ kf Y\ ]X[[`j_% C\X[\ij j\XiZ_`e^ ]fi jfclk`fej f]k\e X[fgk n_Xk\m\i jkpc\ `j Zlii\ekcp `e mf^l\2 _fn\m\i# k_\e k_\p Z\Xj\ kf Y\ Xlk_\ek`Z% K_`j `e\m`kXYcp c\X[j kf `eZfej`jk\ek [\Z`j`fej# Zfe]lj`fe# Xe[ [`jjXk`jÔ \[ jkXb\_fc[\ij n_f i\Zf^e`q\ k_Xk k_\ c\X[\i `j _`[`e^ Y\_`e[ X ]XZX[\% Fe k_\ fk_\i _Xe[# d`e[]lce\jj ZXe _\cg c\X[\ij kf i\dX`e ]fZlj\[ fe n_Xk i\Xccp dXkk\ij kf k_\d Xe[ kf k_\`i ZfdgXe`\j Xe[ jkXb\_fc[\ij% K_`j Xccfnj k_\d kf c\X[ ]ifd X gcXZ\ f] Xlk_\ek`Z`kp% D`e[]lc c\X[\ij_`g \ekX`cj Y\`e^ XnXi\ f] fe\Ëj `ek\ieXc ZfdgXjj% @k \eXYc\j X c\X[\i kf i\jgfe[ kf X j`klXk`fe Xj `k Xi`j\j# kf i\jgfe[ kf k_\ i\Xc`kp f] ZfejkXek Z_Xe^\ ]ifd X gcXZ\ f] [\\g ZXcd Xe[ ]fZlj# Xe[ kf _Xm\ k_\ gi\j\eZ\ f] d`e[ kf ]XZ\ k_\ i\Xc`kp f] Xep j`klXk`fe% 8 d`e[]lc c\X[\i `j Zc\Xi `e _`j fi _\i Zfddle`ZXk`fe# Xe[ k_fj\ _\ fi j_\ c\X[j befn k_Xk [\Z`j`fej Xi\ dX[\ ]ifd X gcXZ\ f] XnXi\e\jj# `ek\^i`kp# Xe[ ZfliX^\% 8 d`e[]lc c\X[\i `ejg`i\j fk_\ij kf ^i\Xke\jj# kf XZ_`\m\ Y\pfe[ k_\`i \og\ZkXk`fej%

I\gi`ek\[ Yp g\id`jj`fe f] k_\ glYc`j_\i# Af_e N`c\p Jfej :XeX[X# Ck[%# D`e[]lc C\X[\ij_`g1 k_\ 0 NXpj kf J\c]$8nXi\e\jj# KiXej]fid`e^ Pflij\c]# Xe[ @ejg`i`e^ Fk_\ij# Yp DXi`X >feqXc\q% :fgpi`^_k )'() Yp DXi`X >feqXc\q%

FALL 2012 |

| 33

Success Through

FOCUS “Give me a minute, let me check my Twitter feed.” “Oh, one second, I got a new e-mail.” “Hey, check out this new social network!”

34 |

| FALL 2012

Focus seems to have its drawbacks. It means going all-in on a few things; it seems risky. It is boring. It can grow monotonous. Le]fikleXk\cp# ]fZlj `j efk Xe fgk`fe2 `k `j X gi\i\hl`j`k\ kf jlZZ\jj% J\k_ >f[`e `j Xe \oXdgc\ f] k_`j1 _\ jXpj `e X gi\m`flj `ek\im`\n n`k_ K_\ 8ik F] n_p _\ [f\jeËk lj\ Kn`kk\i $$ `] _\ [`[# _\Ë[ _Xm\ kf ^`m\ jfd\k_`e^ lg1 k_\ hl\jk`fe `j n_Xk6 K_`j dXb\j j\ej\% N\ fecp _Xm\ jf dlZ_ k`d\# \e\i^p# Xe[ n`ccgfn\i fe Xep ^`m\e [Xp% K_\ `jjl\ n`k_ _Xm`e^ jfd\k_`e^ flkj`[\ f] fli ]fZlj `j k_Xk `k Y\Zfd\j Xe fgk`fe# Xe `ii\c\mXek XZk`m`kp k_Xk n\ Z_ffj\ kf b\\g Yljp n`k_% 8 cfk f] lj \e[ lg Z_ffj`e^ kf lj\ Kn`kk\i# =XZ\Yffb# Xe[ \$dX`c kf b\\g Yljp ]fi X cXi^\ gXik f] k_\ [Xp# Xk k_\ Zfjk f] dXb`e^ gif^i\jj fe fli c\jj Xgg\Xc`e^# Ylk dfi\ `dgfikXek# cfe^$k\id ^fXcj%

BY Herbert

Lui

J\k_ >f[`e _Xj jg\ek dfi\ k_Xe X [\ZX[\ fe _`j Kpg\GX[ Yl`c[`e^ _`j ki`Y\# [Xp `e Xe[ [Xp flk% ?\ [f\jeËk e\\[ X ki\e[ fi X e\n gcXk]fid kf _\cg _`d [f k_`j2 [\jg`k\ k_\ ]XZk k_Xk X cfk f] _`j i\X[\ij Xi\ fe Kn`kk\i# _\ Z_fj\ efk kf [f `k Y\ZXlj\ _\ Zflc[eËk X]]fi[ kf jXZi`ÔZ\ _`j ]fZlj% N_\i\ nflc[ k_\ k`d\ i\hl`i\[ kf dXjk\i k_`j e\n jfZ`Xc e\knfib Zfd\ ]ifd6 @ejk\X[# J\k_ jklZb n`k_ _`j fc[ jZ_ffc jkiXk\^p% ?Xj `k Y\\e jlZZ\jj]lc6 I\Z\ekcp# _\ lj\[ _`j Ycf^ Xj X d\[`ld kf ^\e\iXk\ XnXi\e\jj f] _`j e\n Yffb Xe[ Zfii\jgfe[`e^ Zifn[]le[`e^ gifa\Zk% ?\ XZ_`\m\[ _`j ^fXc f] iX`j`e^ +'#''' `e *%, _flij# Xe[ XZklXccp \oZ\\[\[ _`j ^fXc Yp fm\i j`o k`d\j k_\ fi`^`eXc Xdflek% N_`c\ Zifn[]le[`e^ X ni`k\i `j efk \ek`i\cp le_\Xi[ f]# @Ë[ cfm\ kf j\\ jfd\fe\ n_f _Xj [fe\ `k Xj hl`Zbcp Xj >f[`e% ?\ `j YcXq`e^ k_\ kiX`c ]fi Xlk_fij Xe[ aflieXc`jkj# Xe[ `ek\ie\k dXib\k\ij% ?fn gfn\i]lc nflc[ `k Y\ `] pfl Zflc[ ^\k k_\ ]le[`e^ pfl e\\[\[# n`k_flk ^`m`e^ lg Xep \hl`kp fi Zfekifc# n_\e\m\i pfl e\\[\[ `k6 9<=FI< pfl _X[ X gif[lZk kf j\cc6 8cc YXj\[ fe X gifd`j\6 =fZlj `j efk Xe fgk`fe% @k `j X e\Z\jj`kp% @kËj k`d\ ]fi lj kf jkXik g`Zb`e^ fli YXkkc\j dfi\ ZXi\]lccp# Xe[ kf Y\ dfi\ k_fl^_k]lc XYflk \dYiXZ`e^ e\n ki\e[j% 8j J\k_ >f[`e jlZZ`eZkcp \ogcX`ej# È@Ëm\ [`jZ`gc`e\[ dpj\c] efk kf lj\ `k jf k_Xk @ ZXe ]fiZ\ dpj\c] kf [f nfib k_Xk @ nflc[eËk Y\ n`cc`e^ kf [f `] @ _X[ jfd\k_`e^ dfi\ ]le kf [f# c`b\ Z_\Zb dp Kn`kk\i ]\\[%É

FALL 2012 |

|

35

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On Our

RADAR

Business Books We Thought You Should Know About

The Power of Habit:

The Mobile Wave:

Why We Do What We Do and How to Change It

How Mobile Intelligence Will Change Ever ything

by Charles Duhigg

by Michael Saylor

The Book of Business Awesome / The Book of Business UnAwesome

StandOut:

Quiet:

The Groundbreaking New Strengths Assessment from the Leader of the Strengths Revolution

The Power of Introver ts in a World That Can’t Stop Talking

by Scott Stratten

by Marcus Buckingham & Kelly Ryan Dolan

Thinking, Fast and Slow

How:

by Daniel Kahneman

Creating a Business That Can Thrive Without You by John Warrillow

Break Through the Blocks and Win Your Inner Creative Battles by Steven Pressfield

by Susan Cain

Why How We Do Anything Means Everything by Dov Seidman

Built to Sell:

The War of Art:

Uncommon Service: How to Win by Putting Customers at the Core of Your Business by Frances Frei & Anne Morriss

The Start-up of You: Adapt to

Rework

the Future, Invest in Yourself, and Transform Your Career

by Jason Fried & David Heinemeier Hansson

by Reid Hoffman

FALL 2012 |

| 37

WHY YOUR

GOOD

ADVICE ISN’T WORKING

(and how to change that) BY Michael

Bungay Stanier

You are a machine C\kËj fne lg kf k_\ kilk_ i`^_k efn1 Pfl Xi\ X Ôe\cp$kle\[# X[m`Z\$^`m`e^ dXZ_`e\% =fi p\Xij pflËm\ Y\\e kiX`e\[# elikli\[# \eZfliX^\[ Xe[ i\nXi[\[ kf j_Xi\ pfli gf`ek f] m`\n% PflËi\ X nXcb`e^ ]flek f] k\Z_e`ZXc jfclk`fej# Xe \g`Z i\jfliZ\ f] Xejn\ij Xe[ jfclk`fej# f] nXpj Xe[ d\Xej% :c\Xicp# k_XkËj efk jlZ_ X YX[ k_`e^% 8j X dXeX^\i Xe[ X c\X[\i# Xe `dgfikXek gXik f] pfli ifc\ `j kf _Xm\ `[\Xj Xe[ kf glk k_\d `ekf XZk`fe# Xe[ kf _\cg fk_\ij [f k_\ jXd\% 9lk ^`m`e^ k_\ Xejn\i `j Xe fm\ilj\[ Xe[ fm\iiXk\[ XggifXZ_% 8e[ n\ Xcc gXp X gi`Z\ ]fi `kj lY`hl`kp%

38 |

| FALL 2012

The price we’re all paying C\k d\ glk k_`j Yclekcp% K_`eb f] Xcc k_\ X[m`Z\ pflËm\ Y\\e ^`m\e `e pfli c`]\% I\d\dY\i _fn dlZ_ f] `k `\# dfjk f] `k nXj efk k_Xk ^ff[# efk hl`k\ i`^_k# X c`kkc\ f]] k_\ dXib# efk kfkXccp Xggifgi`Xk\% 8e[ k_\e i\d\dY\i _fn k_\ X[m`Z\ pfl [`[ ]fccfn [`[eËk XcnXpj nfib flk k_\ nXp pfl _X[ _fg\[% 8e[ efn pflËm\ Zfd\ kf j\\ _fn c`kkc\ X[m`Z\ pflËm\ i\Z\`m\[ k_Xk nXj lj\]lc Xe[ XZk`feXYc\ Xe[ jlZZ\jj]lc ¿ befn k_Xk `j \oXZkcp k_\ kilk_ XYflk k_\ X[m`Z\ pflËm\ [`j_\[ flk fm\i k_\ p\Xij% You pay a price for defaulting to advice giving as often as you do › PflËi\ jg\e[`e^ pfli k`d\ j fcm`e^ fk_\i g\fgc\Ëj gifYc\dj iXk_\i k_Xe pfli fne › PflËi\ c`d`k`e^ g\fgc\Ëj gfk\ek`Xc n_`Z_ d\Xej pfl _Xm\ Xe le[\i$ g\i]fid`e^ k\Xd

› PflËi\ Zi\Xk`e^ X ^iflg f] g\fgc\ [\g\e[\ek fe pfli Xe[ pfli X[m`Z\ › PflËi\ fm\in_\cd\[ Y\ZXlj\ pflËi\ kip`e^ kf [f pfli afY Xe[ k_\`i afY kff › PflËi\ k\Xd `jeËk Zfd`e^ lg n`k_ k_\ Y\jk jfclk`fej kf k_\ Z_Xcc\e^\j k_\p ]XZ\# Y\ZXlj\ k_\pËi\ aljk i\cp`e^ fe pfli X[m`Z\ The people you’re giving advice to pay a price › K_\p [feËk _Xm\ k_\ fggfikle`kp kf k_`eb Xe[ jfcm\ k_\ gifYc\dj k_\dj\cm\j › K_\p leXYc\ kf \ogXe[ Xe[ ]lcÔcc k_\`i gfk\ek`Xc Y\ZXlj\ k_\pËi\ efk k_`eb`e^ Xe[ Ô^li`e^ k_`e^j flk › K_\pËi\ Y\Zfd`e^ [\g\e[\ek fe pfl Xe[ pfli X[m`Z\ › K_\pËi\ [\Xc`e^ n`k_ pfl Xj X Yfkkc\e\Zb ]fi ^\kk`e^ k_`e^j [fe\

› K_\pËi\ jl]]\i`e^ ]ifd pfli X[m`Z\ efk Y\`e^ Xj ^ff[ Xj \m\ipfe\ k_`ebj

Neuroscience suggests an alternative E\lifjZ`\eZ\ gifm`[\j `kj fne g\ijg\Zk`m\% Lj`e^ e\lif`dX^`e^ n\ ZXe nXkZ_ k_\ YiX`e `e i\Xc k`d\% N_\e pfl ^`m\ jfd\fe\ X[m`Z\# efk dlZ_ Z_Xe^\j `e k_\ \c\Zki`ZXc XZk`m`kp% @k b\\gj _ldd`e^ Xcfe^% 9lk n_\e pfl Xjb X ^ff[ hl\jk`fe k_Xk dXb\j k_\ g\ijfe k_`eb# pfl ZXe XZklXccp j\\ k_\ YiX`e XZk`m`kp Z_Xe^\% Pfl ZXe XZklXccp j\\ k_\ e\n e\liXc gXk_nXpj Y\`e^ ]fid\[% @e fk_\i nfi[j# X ^ff[ hl\jk`fe ZXe c`k\iXccp Xe[ g_pj`ZXccp `eZi\Xj\ jfd\fe\Ëj ZXgXZ`kp Xe[ k_\`i gfk\ek`Xc%

So when the Art of... team needed to gear-up their web site & online automation tools, they trusted Simplicate Interactive to get the job done without adding complexity RU VDFULçFLQJ FXVWRPL]DWLRQ

actual number of moving parts may be VLJQLçFDQWO\ IHZHU WKDQ PLOOLRQV EXW \RX JHW WKH LGHD LW V KDUG DQG GHWDLO RULHQWHG MXVW OLNH WKH SURMHFWV \RX ZRUN RQ HYHU\ GD\

Two “bookends” to improve the impact of your advice 1. Start every conversation with this one question Kpg`ZXccp n_\e jfd\fe\ Zfd\j kf lj ]fi _\cg# k_\p ^`m\ Xe flkc`e\ f] n_XkËj ^f`e^ fe% 8e[ `dd\[`Xk\cp# n\ c\Xg X_\X[ kf _fn n\Ëcc ÈX[[ mXcl\É% @k d`^_k Y\ X[m`Z\# `k d`^_k Y\ k_\ dX^`Z jfclk`fe# `k d`^_k Y\ jfd\ ZfXZ_`e^% 8e[ Xep f] k_fj\ d`^_k Y\ aljk n_Xk k_\pËi\ cffb`e^ ]fi% 9lk pfl [feËk i\Xccp befn% Jf jkXik \m\ip Zfem\ijXk`fe Yp Xjb`e^ k_`j1

“How can I help?” 8jb`e^ k_`j hl\jk`fe aljk jcfnj k_`e^j [fne X c`kkc\ Xe[ ]fiZ\j k_\ g\ijfe kf dXb\ X Zc\Xi i\hl\jk ]fi n_Xk k_\p nXek Xe[ e\\[ ]ifd pfl% N`k_ X Zc\Xi i\hl\jk# pflËi\ XYc\ kf ^`m\ k_\d n_Xk k_\p i\Xccp nXek# iXk_\i k_Xe aljk n_Xk pflËm\ Xjjld\[ nflc[ Y\ Y\jk% 8e[ k_Xk ]fZlj n`cc jXm\ pfl k`d\ Xe[ \e\i^p n_`c\ `eZi\Xj`e^ k_\ `dgXZk pfl _Xm\% Jfd\ lj\]lc Xck\ieXk`m\j Xi\ È%%% Xe[ n_Xk [f pfl nXek ]ifd d\6É fi ÈN_XkËj dp ifc\ `e k_`j6É 2. End every conversation with this one question Fe\ f] pfli ifc\j Xj X c\X[\i Xe[ X dXeX^\i `j kf _\cg `eZi\Xj\ k_\ ZXgXZ`kp f] k_fj\ pfl c\X[% Pfli afY `j kf _\cg k_\d c\Xie ]ifd k_\ nfib k_\p [f# jf e\ok k`d\ k_\p [f `k ]Xjk\i# Y\kk\i Xe[ n`k_ c\jj _\cg% Pfl Xci\X[p befn ]ifd e\lifjZ`\eZ\ k_Xk k\cc`e^ k_\d k_\ Xejn\i [f\jeËk _\cg g\fgc\ c\Xie# [f\jeËk _\cg k_\d Zi\Xk\ k_\ e\n

40 |

| FALL 2012

e\liXc c`ebj k_Xk \ogXe[ k_\`i ZXgXZ`kp% 9lk n_Xk k_`j [f\j `j _\cg`e^ k_\d i\Õ\Zk fe n_Xk aljk _Xgg\e\[% Jf Xk k_\ \e[ f] \m\ip Zfem\ijXk`fe fi d\\k`e^# Xjb`e^ k_\d k_`j hl\jk`fe1

What was most useful about this for you? 8jb`e^ k_`j hl\jk`fe nfibj `e k_i\\ nXpj% =`ijk# `k ]iXd\j k_\ Zfem\ijXk`fe pflËm\ aljk _X[ Xj fe\ f] mXcl\% Efk`Z\# pflËi\ efk Xjb`e^ ÈnXj k_`j Zfem\ijXk`fe lj\]lc6É J\Zfe[# `k _\cgj k_\d \okiXZk k_\ mXcl\ f] k_\ Zfem\ijXk`fe k_\pËm\ aljk _X[ n`k_ pfl% F]k\e k_`j `j k_\ Ôijk k`d\ k_\pËcc XZklXccp i\Zf^e`q\ Xe[ Xggi\Z`Xk\ k_\ n`j[fd% 8e[ ÔeXccp# `k ^`m\j pfl ]\\[YXZb XYflk n_XkËj nfib\[ Xe[ g\i_Xgj n_Xk _XjeËk nfib\[ jf pfl ZXe i\Ôe\ pfli XggifXZ_ `e ]lkli\ Zfem\ijXk`fej%

Don’t stop giving advice <m\e `] pfl Zflc[# @Ëd efk Xjb`e^ pfl kf i\]iX`e ]ifd ^`m`e^ X[m`Z\% J_Xi`e^ n`j[fd Xe[ jfclk`fej `j Xe \jj\ek`Xc jb`cc ]fi Xepfe\ giXZk`Z`e^ k_\ Xik f] c\X[\ij_`g% @ Xd Xjb`e^ pfl kf i\Zf^e`q\ k_Xk `kËj pfli [\]Xlck giXZk`Z\% 8e[ k_Xk# Xj n`k_ \m\ip Z_f`Z\ pfl dXb\# k_\i\ Xi\ Yfk_ gi`q\j Xe[ gle`j_d\ekj% <og\i`d\ek Yp Xjb`e^ k_\j\ knf ÈYffb\e[ hl\jk`fejÉ Xj X nXp kf jcfn k_\ ilj_ kf X[m`Z\ Xe[ kf `eZi\Xj\ k_\ `dgXZk Xe[ k_\ mXcl\ f] k_\ X[m`Z\ pfl ^`m\%

When we have arrived at the question, the answer is already near. u IXcg_ NXc[f <d\ijfe

FALL 2012 |

| 41

Q &

Sophie WOODROOFFE

“Reverse Innovation� in Emerging Markets:

Q&

n`k_ M`aXp >fm`e[XiXaXe Jfg_`\ Nff[iff]]\# JgXibj_\\k <[`kfi`Xc @ek\ie Xk JgX]Xo @ejk\X[ f] [\m\cfg`e^ gif[lZkj `e k_\ n\jk Xe[ Yi`e^`e^ k_\d kf \d\i^`e^ dXib\kj# YiXe[j j_flc[ [f aljk k_\ fggfj`k\# Xi^l\j M`aXp >fm`e[XiXaXe `e _`j Yffb ĂˆReverse Innovation.É N\ jgfb\ kf k_\ Ylj`e\jj gif]\jjfi XYflk n_Xk k_Xk d\Xej% @dX^`e\ k_\i\Ă‹j X _`^_nXp kiX]Ă” Z XZZ`[\ek% Pfl ZXeĂ‹k glk X ('#''' g`\Z\ f] \hl`gd\ek `ej`[\ k_\ XdYlcXeZ\% 9lk pfl ZXe Yi`e^ k_\ ,'' gfZb\k j`q\[ m\ij`fe%

1. The key concept in your book (co-authored with Chris Trimble) is reverse innovation, but how broadly does this strategy apply? What if you’re a content brand, for example? ?`jkfi`ZXccp# dlck`eXk`feXcj `eefmXk\[ `e i`Z_ Zfleki`\j c`b\ k_\ L%J% Xe[ jfc[ k_\`i gif[lZkj Xe[ j\im`Z\j `e gffi Zfleki`\j c`b\ @e[`X% I\m\ij\ `eefmXk`fe `j XYflk `eefmXk`e^ `e X gffi Zflekip c`b\ @e[`X Xe[ Yi`e^`e^ k_fj\ gif[lZkj `ekf X i`Z_ Zflekip c`b\ k_\ L%J%

2.

Flkj`[\ k_\ kfg k\e g\iZ\ek f] k_\ \Zfefd`Z gpiXd`[# k_\ Zljkfd\ij `e gffi Zfleki`\j Xi\ ]le[Xd\ekXccp [`]]\i\ek ]ifd k_fj\ `e i`Z_ Zfleki`\j% N_\k_\i pflËi\ X d\[`X ZfdgXep fi pflËi\ j\cc`e^ kffk_gXjk\# k_fj\ [`]]\i\eZ\j Xggcp# n_`Z_ d\Xej i\m\ij\ `eefmXk`fe Xggc`\j kf \m\ip `e[ljkip Xe[ \m\ip ZfdgXep% @kËj XYflk k_\ ^cfYXc`qXk`fe f] `[\Xj%

N\ _Xm\ Zfem\e`\ekcp [`m`[\[ X nfic[ f] . Y`cc`fe g\fgc\ `ekf knf% K_\i\ Xi\ k_\ ) Y`cc`fe g\fgc\ n_f Xi\ i`Z_ \efl^_ kf X]]fi[ k_\ \og\ej`m\ gif[lZkj n\ Yl`c[ kf[Xp# Xe[ k_\ , Y`cc`fe gffi n\ _Xm\ j`dgcp c\]k ]fi Z_Xi`kp kf kXb\ ZXi\ f]% @kËj Xe flkdf[\[ nXp f] k_`eb`e^%

KXb\ >\e\iXc <c\Zki`ZËj \c\ZkifZXi[`f^iXd dXZ_`e\ <:> % K_\ ZfdgXep lj\[ kf j\cc fe\ ]fi ('#''' `e k_\ Le`k\[ JkXk\j% K_\ dXZ_`e\ `j m\ip Ylcbp# \og\ej`m\# Xe[ ZXe fecp Y\ fg\iXk\[ Yp n\cc$kiX`e\[ [fZkfij% @e @e[`X 0' g\iZ\ek f] k_\ _fjg`kXcj ZXeËk X]]fi[ `k# Xe[ k_\ 0' g\iZ\ek f] @e[`Xej n_f i\cp fe k_fj\ _fjg`kXcj e\\[\[ X jfclk`fe% Jf X Zflgc\ f] p\Xij X^f >< ZXd\ lg n`k_ k_\ ,'' <:> dXZ_`e\# n_`Z_ `j gfikXYc\# fg\iXk\j fe YXkk\ip Xe[ `j \Xjp kf lj\% K_`j dXZ_`e\ _Xj Zi\Xk\[ \efidflj fggfikle`kp ]fi >< `e @e[`X Ylk k_\ i\Xccp `ek\i\jk`e^ jkfip `j k_Xk efn `kËj jfc[ `e ()' [`]]\i\ek Zfleki`\j# `eZcl[`e^ k_\ Le`k\[ JkXk\j%

You contrast reverse innovation with what you call ‘glocalization’ – selling “lightly modiďŹ ed versions of global products developed for rich world customersâ€? to developing world markets. Why doesn’t glocalization cut it anymore? @kĂ‹j efk X hl\jk`fe f] efk Zlkk`e^ `k Xepdfi\1 ^cfZXc`qXk`fe n`cc Zfek`el\ kf nfib ]fi k_\ (' g\iZ\ek f] Zljkfd\ij `e @e[`X n_f Xi\ j`d`cXi kf Zljkfd\ij `e k_\ Le`k\[ JkXk\j% ?fn\m\i# `k [f\jeĂ‹k nfib ]fi k_\ i\dX`e`e^ 0' g\iZ\ek Y\ZXlj\ k_\ X]]fi[XY`c`kp `j [`]]\i\ek fi k_\ `e]iXjkilZkli\ dXp efk \o`jk% >cfZXc`qXk`fe _Xj c`d`kj%

N\ _Xm\ kf Yi`e^ k_\ , Y`cc`fe `ekf k_\ Zfejld\i YXj\% @] pfl nXek kf [f k_`j# pfl ZXeËk ^`m\ k_\d k_\ gif[lZkj k_\ ) Y`cc`fe i`Z_ Xi\ Zfejld`e^% Pfl _Xm\ kf `eefmXk\%

3.

One of the key arguments in your book is that companies should enter emerging markets with a ‘clean slate’ attitude. Doesn’t that imply a huge investment risk? @] pfl Zfd\ kf @e[`X n`k_ Xjjldgk`fej XYflk X gif[lZk pfl Yl`ck `e k_\ L%J% pfl n`cc e\m\i jXk`j]p k_\ e\\[j f] @e[`Xej% @] pfl jkXik n`k_ X ('#''' <:> dXZ_`e\ pfl ZXeĂ‹k befZb 0#,'' [fccXij f]] k_Xk gi`Z\%

FALL 2012 |

| 43

Q &

n`k_ Vijay

Govindarajan (cont)

5.

You grew up in rural India before moving to the United States to earn your MBA. How did that early experience influence the way you understand innovation? >ifn`e^ lg `e @e[`X pfl ^\k Zfem`eZ\[ k_Xk k_\ fecp nXp @e[`XËj gifYc\dj ZXe Y\ jfcm\[ `j k_ifl^_ `eefmXk`fe% K_\i\ `j ef fk_\i nXp Y\ZXlj\ @e[`X [f\jeËk _Xm\ k_\ i\jfliZ\j% 8e[ @e[`X _Xj X cfk f] gifYc\dj% N_`c\ glijl`e^ dp D98 Xk ?XimXi[ @ i\Xc`q\[ @ gi\]\ii\[ k\XZ_`e^ kf Ylj`e\jj% GXik f] k_Xk gifZ\jj `emfcm\[ i\klie`e^ kf dp ]fidXk`m\ p\Xij% N_`c\ @ _X[ jkl[`\[ `eefmXk`fe Y\]fi\# i\m\ij\ `eefmXk`fe `j i\Xccp `eefmXk`fe ]fi k_\ gffi Xe[ jf `k Yifl^_k d\ ]lcc Z`iZc\%

K_\ Y\jk nXp kf jkXik# k_\e# `j kf le[\ijkXe[ k_\ Zljkfd\iËj gifYc\d Xe[ kip kf [\m\cfg X jfclk`fe Xj k_fl^_ pfl [feËk befn k_\ jfclk`fe pfl Xci\X[p Zi\Xk\[ ]fi k_\ L%J% Zljkfd\i% K_XkËj k_\ Zc\Xe jcXk\% 8jjld\ pflËm\ cXe[\[ fe DXij# pfl befn efk_`e^ XYflk <:> dXZ_`e\j# _\Xck_ZXi\ fi _flj`e^% Aljk jkXik ]ifd jZiXkZ_% @j `k i`jbp6 Jli\ @eefmXk`fe `j i`jbp% 9lk i\nXi[j Zfd\ n_\e pfl kXb\ i`jbj Xe[ k_\i\ Xi\ `ek\cc`^\ek nXpj pfl ZXe kXb\ k_\d% K_\ Y`^^\i i`jb `j j\e[`e^ pfli gif[lZkj ]ifd k_\ L%J% Xe[ _fg`e^ k_\p n`cc nfib \cj\n_\i\%

4.

You contend that companies can’t afford to ignore emerging markets or treat them as an afterthought. Do you think we’re going to see more companies move their headquarters abroad? Pfl ZXeËk `^efi\ \d\i^`e^ dXib\kj Y\ZXlj\ `] pfl [f# k_\ cfZXc ZfdgXe`\j n`cc [f k_\ `eefmXk`e^ Xe[ n`cc [`jilgk pfl `e pfli _fd\ dXib\k# aljk c`b\ k_\ nXp AXgXe\j\ Xlkf dXb\ij [`jilgk\[ k_\ Y`^ k_i\\ `e ;\kif`k [li`e^ k_\ (0.'j Xe[ (0/'j% K_\ nXp kf k_`eb XYflk `k `j kf j_`]k pfli _\X[ f]Ô Z\ XYifX[# kf Zi\Xk\ n_Xk @ ZXcc mXcl\ gif[lZkj% K_Xk f]Ô Z\ j_flc[ Y\Zfd\ pfli Z\ek\i f] \oZ\cc\eZ\ `e Zi\Xk`e^ cfn$gi`Z\[ gif[lZkj# aljk c`b\ k_\ Le`k\[ JkXk\j _Xj Y\Zfd\ k_\ Z\ek\i f] \oZ\cc\eZ\ ]fi Zi\Xk`e^ gi\d`ld gif[lZkj%

Sophie Woodrooffe `j k_\ <[`kfi`Xc 8jj`jkXek Xk JgXibj_\\k% J_\ i\Z\ekcp ^iX[lXk\[ ]ifd k_\ Le`m\ij`kp f] 8cY\ikX n`k_ Xe D8 `e G_`cfjfg_p Xe[ b\\gj Yljp ZliXk`e^ k_\ n\Y# `e[lc^`e^ `e jfZ`Xc d\[`X# Xe[ Zfgp \[`k`e^ ]fi cfZXc Xe[ `ek\ieXk`feXc Zc`\ekj% =fccfn _\i fe Kn`kk\i 7[jn[i]]# nnn%jgXibj_\\k%Zfd %

Vijay Govindarajan M`aXp >fm`e[XiXaXe `j n`[\cp i\^Xi[\[ Xj fe\ f] k_\ nfic[Ëj c\X[`e^ \og\ikj fe jkiXk\^p Xe[ `eefmXk`fe% ?\ `j k_\ <Xic :% ;Xld (0)+ Gif]\jjfi f] @ek\ieXk`feXc 9lj`e\jj Xk k_\ KlZb JZ_ffc f] 9lj`e\jj Xk ;Xikdflk_ :fcc\^\% ?\ nXj k_\ Ô ijk Gif]\jjfi `e I\j`[\eZ\ Xe[ :_`\] @eefmXk`fe :fejlckXek Xk >\e\iXc <c\Zki`Z% ?\ nfib\[ n`k_ ><Ëj :<F A\]] @dd\ck kf ni`k\ È?fn >< `j ;`jilgk`e^ @kj\c]É# k_\ ?XimXi[ 9lj`e\jj I\m`\n Xik`Zc\ k_Xk g`fe\\i\[ k_\ ZfeZ\gk f] i\m\ij\ `eefmXk`fe Æ Xep `eefmXk`fe k_Xk `j X[fgk\[ Ô ijk `e k_\ [\m\cfg`e^ nfic[% ?XimXi[ 9lj`e\jj I\m`\n iXk\[ i\m\ij\ `eefmXk`fe Xj fe\ f] k_\ k\e Y`^ `[\Xj f] k_\ [\ZX[\% M> ni`k\j XYflk k_\ Ylj`e\jj `dgXZk f] `eefmXk`fe n`k_ Xe \dg_Xj`j fe \o\Zlk`fe fe _`j Ycf^ Xe[ k_ifl^_ _`j hlXik\icp e\njc\kk\i%

Vijay GOVINDARAJAN 44 |

| FALL 2012

Creativity, innovation and leadership in business publishing and events.

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Yes, You Can Brainstorm Without

GROUPTHINK BY Vijay

Govindarajan and Jay Terwilliger

FALL 2012 |

|

47

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In articles in both the New York Times and The New Yorker earlier this year, the concept of brainstorming as introduced in the 1940’s by Alex Osborn has been attacked as ineffective and linked to the concept of “Groupthink.” @e _\i EPK g`\Z\ Xe[ `e Xe ?9I `[\XZXjk# JljXe :X`e gf`ekj flk k_Xk k_\ gfglcXi m`\n Ç ÈCfe\ ^\e`lj\j Xi\ flk% :fccXYfiXk`fe `j `e%É Ç ZfeÕ`Zkj n`k_ i\j\XiZ_ k_Xk jl^^\jkj Èg\fgc\ Xi\ dfi\ Zi\Xk`m\ n_\e k_\p \eafp gi`mXZp Xe[ ]i\\[fd ]ifd `ek\iilgk`fe%É Jfd\ f] k_\ dfjk jg\ZkXZlcXicp Zi\Xk`m\ g\fgc\ `e dXep Ô\c[j Xi\ f]k\e `ekifm\ikj n_f Xi\ dfi\ Zfd]fikXYc\ nfib`e^ Xcfe\% 8e[ `e _`j E\n Pfib\i Xik`Zc\# AfeX_ C\_i\i Z`k\j i\j\XiZ_ `e[`ZXk`e^# È9iX`ejkfid`e^ [`[eËk lec\Xj_ k_\ gfk\ek`Xc f] k_\ ^iflg# Ylk iXk_\i dX[\ \XZ_ `e[`m`[lXc c\jj Zi\Xk`m\%É N\ _Xm\ ef `jjl\ n`k_ k_\ `dgfikXeZ\ f] k_\ Zi\Xk`m\ `e[`m`[lXc kf ^\e\iXk\ ]fZlj\[ Xe[ gfn\i]lc `[\Xj% =lik_\idfi\# n\ X^i\\ k_Xk# lj\[ `dgifg\icp# FjYfieËj gifZ\jj f] YiX`ejkfid`e^ ZXe gifdfk\ Zfej\ejlj# efk ZfccXYfiXk`fe% Jl]]`Z\ `k kf jXp# n\ [`jc`b\ Zfej\ejlj$YXj\[ È>iflgk_`ebÉ Xj dlZ_ Xj k_\ e\ok g\ijfe% IXk_\i# fli `jjl\ `j n`k_ k_\ nXp Yfk_ Xik`Zc\j _Xm\ XkkXZb\[ 8c\o FjYfieËj ZfeZ\gk f] YiX`ejkfid`e^ Xj X gfn\i]lc ZfccXYfiXk`m\ k_`eb`e^ kffc% N\ Xi\ jkife^ X[mfZXk\j f] ZfccXYfiXk`fe `e `eefmXk`fe# Xe[ Y\c`\m\ k_Xk k_\ gifg\i lj\ f] YiX`ejkfid`e^ k\Z_e`hl\j `j X gfn\i]lc kffc `e k_\ ZfccXYfiXk`m\ XggifXZ_% Fm\i fli dXep p\Xij f] \og\i`\eZ\# n\ _Xm\ j\\e dXeX^\ij \]]\Zk`m\cp lj\ k_i\\ j`dgc\ k\Z_e`hl\j ]fi Xmf`[`e^ È>iflgk_`ebÉ [li`e^ YiX`ejkfid`e^% ?\i\Ëj fli X[m`Z\1

1.

Assemble a Diverse Team

9l`c[ pfli k\Xd n`k_ g\fgc\ ]ifd [`]]\i\ek [`jZ`gc`e\j# Zlckli\j Xe[ X^\ ^iflgj% 9\ jli\ k_Xk jfd\ d\dY\ij _Xm\ e\Z\jjXip Xe[ i\c\mXek \og\ik`j\# Ylk k_Xk jfd\ Xi\ eX m\ XYflk k_\ `jjl\ n\ ZXcc k_\d ÈN`c[:Xi[jÉ % N\ feZ\ iXe X j\jj`fe ]fi X Zc`\ek k\Xd Zfdgfj\[ f] X iXe^\ f] jZ`\ek`jkj Xe[ k\Z_efcf^`jkj ]ifd 9\cc CXYj n_\i\ ), e\n gXk\ek Xggc`ZXk`fej n\i\ Ôc\[ Ç )' f] n_`Z_ ZXd\ ]ifd k_\ gXik`Z`gXk`fe f] X .' p\Xi$fc[ ^iXe[dfk_\i 8e[ n_\e pfl Xi\ Zfej`[\i`e^ ZXe[`[Xk\j# `eZcl[\ [`]]\i\ek jkpc\j f] gXik`Z`gXk`fe Xe[ k_`eb`e^1 <ogcfi\ij \okifm\ik\[# `ehl`j`k`m\# Zfd]fikXYc\ n`k_ XdY`^l`kp# ]i\\$k_`eb`e^ # ;\m\cfg\ij Zi\Xk`m\ gifYc\d$jfcm\ij# jfd\k`d\j `ekifm\ik\[# hl`\k\i# Ylk cfm\ Y\`e^ ^`m\e X gifYc\d fi Z_Xcc\e^\ kf jfcm\ # Xe[ :fdd\iZ`Xc`q\ij i\Xc`jkj# Ylj`e\jj$ d`e[\[# giXZk`ZXc gifYc\d$jfcm\ij % <eZfliX^\ \XZ_ kpg\ f] k_`eb\i kf gcXp# Yi`e^ `ekifm\ikj flk f] k_\`i j_\ccj Xe[ kfe\ [fne k_\ `eÕl\eZ\ f] k_\ \okifm\ikj# Xe[ c\m\iX^\ k_\`i [`m\ij`kp kf efk fecp `[\ek`]p X iXe^\ f] gfjj`Y`c`k`\j# Ylk kf Xcjf Ôe[ nXpj kf dXb\ k_\ e\n\i `[\Xj ]\Xj`Yc\%

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2.

Focus on Roles: The Client, the Facilitator, and Resources

Jfd\Yf[p _Xj kf fne k_\ \]]fik% K_`j `j k_\ Zc`\ek ifc\% K_Xk `e[`m`[lXc dXp _Xm\ X c`\lk\eXek# Ylk Zc`\ekj_`g ZXeefk i\jk n`k_ k_\ ]lcc k\Xd fi \m\e X cXi^\ jlYj\k% K_Xk `j X jli\ nXp kf ^\e\iXk\ È>iflgk_`eb%É @ejk\X[# fe\ g\ijfe dljk dXb\ k_\ [\Z`j`fej% K_\ k\Xd j_flc[ X[m`j\ k_Xk g\ijfe Xe[ X[mfZXk\ ]fi k_\`i gfj`k`fej n`k_ gXjj`fe# Ylk lck`dXk\cp# k_\ Zc`\ek _Xj kf \o\iZ`j\ c\X[\ij_`g Xe[ [\Z`j`fe$dXb`e^ Ç k_\p dljk g`Zb k_\ ÔeXc ZfeZ\gkj kf i\Zfdd\e[ fi `dgc\d\ek% K_`j ifc\ ZXeefk Y\ [\c\^Xk\[% K_\ Zc`\ek j_flc[ efk Y\ `e Z_Xi^\ f] ilee`e^ k_\ d\\k`e^&[`Xcf^l\% K_\p dljk b\\g k_\`i _\X[j `e k_\ Zfek\ek Xe[ efk nfiip XYflk fi le[lcp `eÕl\eZ\ k_\ gifZ\jj% IXk_\i jfd\fe\ \cj\ j_flc[ Y\ `e k_\ ]XZ`c`kXkfi ifc\ Xe[ `e Z_Xi^\ f] k_\ gifZ\jj Ç ]XZ`c`kXk`e^ k_\ `ek\iXZk`fe# [iXn`e^ flk k_\ iXe^\ f] g\ijg\Zk`m\j# dXeX^`e^ k_\ YiX`ejkfid`e^ gifZ\jj efe$al[^d\ekXccp% <m\ipfe\ \cj\ `j `e k_\ i\jfliZ\ ifc\% K_\p ]fZlj fe c`jk\e`e^# c\Xie`e^# `[\Xk`e^# Yl`c[`e^ fe fk_\i f]]\ij# \kZ% I\jfliZ\j X[mfZXk\# Ylk [f efk [\Z`[\ @] \m\ipfe\ `e k_\ iffd _Xj kf X^i\\# k_\e k_\ flkZfd\ n`cc Y\ k_\ nfijk gfjj`Yc\ Xjg\Zk f] È>iflgk_`ebÉ Ç X [\Z`j`fe `e ]Xmfi f] k_\ cfn\jk Zfddfe [\efd`eXkfi# [\mf`[ f] fi`^`eXc`kp# i`jb fi e\ne\jj# Xe[ fecp n_Xk \m\ipfe\ ZXe \em`j`fe Xe[ X^i\\ kf%

3.

Encourage Passionate Champions

DXep g\fgc\ le[\ijkXe[ Xe[ ]fccfn k_\ Ôijk knf ilc\j f] YiX`ejkfid`e^ n\cc% 9lk `] k_\p d`jj k_`j e\ok k\Z_e`hl\# k_\p d`jj k_\ i\Xc gfn\i f] ZfccXYfiXk`m\ k_`eb`e^1 K_\ gfn\i f] fe\% J\\dj c`b\ Xe fopdfife# [f\jeËk `k6 @kËj efk% :fccXYfiXk`fe _\cgj `e[`m`[lXcj `dgifm\ k_\`i fne k_`eb`e^ Xe[ ^`m\j k_\d `[\Xj k_\p dXp efk _Xm\ k_fl^_k f] Yp k_\dj\cm\j% N_\e k_`j _Xgg\ej# YiX`ejkfid`e^ i\jlckj `e k_\ Y\jk f] Yfk_ nfic[j% K_`j `j n_\i\ k_\ GXjj`feXk\ :_Xdg`fe gcXpj X b\p ifc\% @e fli nfib# X]k\i k_\ YiX`ejkfid`e^ gifZ\jj# n\ f]k\e fg\e k_\ j\jj`fe lg kf È@e[`m`[lXc :_Xdg`fej%É 8epfe\# Xcfe\ fi n`k_ fk_\i g\fgc\ `] k_\p e\\[ fi nXek _\cg# ZXe g`Zb Xep `[\X Xe[ [\m\cfg `k ]lik_\i% <m\e `] k_\ `[\X _Xj Xci\X[p Y\\e [\m\cfg\[ `e fe\ [`i\Zk`fe# X GXjj`feXk\ :_Xdg`fe dXp j\\ `k m\ip [`]]\i\ekcp Xe[ [\m\cfg `k `e X kfkXccp [`]]\i\ek dXee\i% Fi# k_\p ZXe g`Zb Xe `[\X k_Xk nXj efk X[mfZXk\[ Yp k_\ ^iflg fi j\c\Zk\[ Yp k_\ Zc`\ek# Xe[ [\m\cfg `k Xj k_\p j\\ Ôk% @e fli nfib# n\ Ôe[ k_Xk GXjj`feXk\ :_Xdg`fe `[\Xj f]k\e XZZflek ]fi ,' f] k_fj\ k_Xk dXb\ `k k_ifl^_ `ek\ieXc Xe[ \ok\ieXc m\kk`e^# Xe[ )'$*' f] k_\ `[\Xj k_Xk dXb\ `k `ekf ÔeXc ZfeZ\gkj% N_XkËj dfi\# k_\p Xi\ f]k\e k_\ dfjk Yi\Xbk_ifl^_ `e k\idj f] kilcp e\n# ^Xd\$Z_Xe^`e^ ZfeZ\gkj%

M`aXp >fm`e[XiXaXe# befne Xj M># `j n`[\cp i\^Xi[\[ Xj fe\ f] k_\ nfic[Ëj c\X[`e^ \og\ikj fe jkiXk\^p Xe[ `eefmXk`fe% ?\ `j k_\ <Xic :% ;Xld (0)+ Gif]\jjfi f] @ek\ieXk`feXc 9lj`e\jj Xk k_\ KlZb JZ_ffc f] 9lj`e\jj Xk ;Xikdflk_ :fcc\^\% !K_`j Xik`Zc\ fi`^`eXccp Xgg\Xi\[ `e k_\ ?XimXi[ 9lj`e\jj I\m`\n

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| FALL 2012

:fccXYfiXk`m\ `eefmXk`fe `emfcm\j k_\ ^\e`lj f] k_\ ÈXe[É m\ijlj k_\ kpiXeep f] k_\ Èfi%É @kËj efk k_Xk YiX`ejkfid`e^ dljk XcnXpj klie `ekf È>iflgk_`ebÉ fi k_Xk `ekifm\ikj fi `e[`m`[lXcj _Xm\ k_\ Y\jk `[\Xj% @e ^ff[ YiX`ejkfid`e^# fe\ ]\\[j f]] k_\ fk_\i Xe[ k_\ \e[ i\jlck `j j`^e`ÔZXekcp dfi\ gfn\i]lc k_Xe \`k_\i XggifXZ_ Xcfe\%

!

" # $ % % &

Be Inspired by these Wiley Authors at The Art of Leadership Conferences Patrick Lencioni Art of Leadership Conference | Ottawa | September 18, 2012 Patrick Lencioni is founder and president of The Table Group, a management consulting firm specializing in organizational health and executive team development. As a consultant and keynote speaker, he has worked with thousands of senior executives in organizations ranging from Fortune 500 and mid-size companies to start-ups and nonprofits. Patrick is the author of several business books with over three million copies sold worldwide, as well as assessments and workshops. Resources by Patrick Lencioni include t The Advantage: Why Organizational Health Trumps Everything Else in Business t The Five Dysfunctions of a Team t The Five Dysfuntcions of a Team Workshop t Managing for Employee Engagement (Assessments/Workshop/Facilitator’s Guide)

Assessments/Workshop/Facilitator’s Guide

Jim Kouzes Art of Leadership Conference | Calgary | September 27, 2012 Jim Kouzes is the Dean’s Executive Fellow of Leadership, Leavey School of Business, at Santa Clara University, and also lectures on leadership around the world to corporations, governments, and nonprofits. Along with Barry Posner, he is the co-author of the bestselling book The Leadership Challenge, now in its fifth edition, among many other works. They also developed the highly acclaimed Leadership Practices Inventory (LPI), an evidence-based leadership assessment used by over three million people worldwide. Resources by Jim Kouzes include

Assessments/Workshop/Facilitator’s Guide

t The Leadership Challenge: How to Make Extraordinary Things Happen in Organizations, Fifth Edition t The Leadership Practices Inventory (LPI) 360-degree assessment t The Leadership Challenge Workshop (Assessments/Workshop/Facilitator’s Guide) t The Leadership Challenge eLearning Program

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Terry Palmer | Manager, Business Solutions | Wiley T: (416) 646-7988 | E: tpalmer@wiley.com

the

art

of

D E R E D O C “Can you come speak to an old friend?” aka CODE RED 8j k_fj\ f] pfl n_fËm\ i\X[ ?fn kf Nfn

BY

Frances Cole Jones

befn# @ nXj X dX[# ZiXqp ]Xe f] K_\ N\jk N`e^% @] pfl n\i\# kff# pflËcc i\d\dY\i k_Xk k_\i\ nXj X g_iXj\ \m\ipfe\ fe k_\ j\e`fi jkX]] be\n kf lj\ n_\e k_\p e\\[\[ kf glcc jfd\fe\ flk f] X d\\k`e^ fi jfZ`Xc j`klXk`fe ^iXZ\]lccp `e fi[\i kf [\Xc n`k_ jfd\k_`e^ f] lkdfjk li^\eZp Xe[ k_Xk nXj# È@ nXj nfe[\i`e^ `] pfl Zflc[ Zfd\ jg\Xb kf Xe fc[ ]i`\e[ f] k_\ gi\j`[\ekËj6É ?fn `j k_`j i\c\mXek ]fi pfl6 N\cc# `] pfl nfib `e X j`klXk`fe n_\i\ pflËi\ jliifle[\[ Yp Zljkfd\ij fi Zc`\ekj it’s important to decide on a phrase of this kind for moments when you need to get someone to step away and come speak to you immediately.

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=fi \oXdgc\# @ nXj i\Z\ekcp kXcb`e^ kf X Zc`\ek n_f fnej X i\jkXliXek% 8j @Ëd jli\ pfl befn# ^f`e^ kf X i\jkXliXek `j XYflk ]Xi dfi\ k_Xe k_\ ]ff[ pfl \Xk1 `kËj XYflk k_\ jkX]]# k_\ XdY`XeZ\# k_\ \Xj\ f] k_\ \ek`i\ \og\i`\eZ\% >`m\e k_`j# @ i\Zfdd\e[\[ k_Xk `e dfd\ekj n_\e X d\dY\i f] k_\ j\e`fi jkX]] _X[ kf Y\ glcc\[ XnXp ]ifd n_Xk k_\p n\i\ [f`e^ `dd\[`Xk\cp# k_\ g_iXj\# È?Xm\ pfl j\\e k_\ JgXe`j_ n`e\ c`jk6É Y\ lj\[%

The beauty of this phrase? @kj `eefZlflje\jj nXj ^lXiXek\\[ efk kf iflj\ k_\ Zli`fj`kp f] Xep Zljkfd\i n_f d`^_k _\Xi `k Ylk ÇY\ZXlj\ `kËj X =i\eZ_ i\jkXliXekÇ k_\i\ `j ef JgXe`j_ n`e\ c`jk% 8 ]i`\e[ n_f lj\[ kf nfib `e X YXcc gXib kfc[ d\ k_Xk k_\ Zf[\ k_\p lj\[ fe k_\ G8 jpjk\d kf Xc\ik j\Zli`kp kf Zfd\ _Xe[c\ X [ileb\e ]Xe nXj# È@k cffbj c`b\ n\Ëm\ ^fk X jlg\i ]Xe `e J\Zk`fe O%É

Another place a code phrase can come in handy is in meetings. FYm`fljcp# `kËj efk giXZk`ZXc kf ^\k lg Xe[ c\Xm\ k_\ d\\k`e^# Ylk @ [f i\Zfdd\e[ Xcc dp Zc`\ekj _Xm\ X Zf[\ g_iXj\ ]fi ÈN\ e\\[ kf i\$[`i\Zk k_\ Zfem\ijXk`fe%É @e dp \og\i`\eZ\# @Ëm\ ]fle[ _Xm`e^ fe\ k\Xd d\dY\i Xjb Xefk_\i# È;f pfl _Xm\ Xe \okiX g\e6É [f\jeËk Xiflj\ dlZ_ `ek\i\jk `e Xepfe\ \cj\ gi\j\ek# p\k \]]\Zk`m\cp ZXkZ_\j k_\ Zi`k`ZXc k\Xd d\dY\iËj Xkk\ek`fe% J`d`cXi kf k_\ Zf[\j dXep Zflgc\j

“Let’s have this conversation at home” Xe[ `]

lj\ kf j`^eXc#

pfl [feËk _Xm\ k_`j `e$_Xe[# @ i\Zfdd\e[ pfl [\Z`[\ fe fe\ kf[Xp _Xm`e^ X jkXe[Xi[`q\[ ÈZf[\ i\[É g_iXj\ \ejli\j pfl Xe[ pfli k\Xd _Xm\ X ^iXZ\]lc nXp kf dfm\ ]ifd fe\ j`klXk`fe kf Xefk_\i%

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| FALL 2012

Frances Cole Jones `j k_\ Xlk_fi f] ?fn kf Nfn1 Gifm\e JkiXk\^`\j ]fi Gi\j\ek`e^ Pfli 9i`cc`Xek J\c] `e Xep J`klXk`fe% K`d\ DX^Xq`e\ jX`[# ÈAfe\jË j_i\n[ Yffb n`cc ^`m\ k_\ e\imfljcp \dgcfp\[ k_Xk i\hl`j`k\ Zfdg\k`k`m\ ZXi\\i \[^\%É =iXeZ\j `j Xcjf k_\ Zi\Xkfi f] k_\ È@ek\im`\n NfnÉ Xgg ]fi k_\ `G_fe\ Xe[ `GX[% ?\i Ycf^ nnn% ]iXeZ\jZfc\afe\j%Zfd&Ycf^ nXj mfk\[ fe\ f] k_\ kfg ('' n\Yj`k\j ]fi nfd\e Yp =fiY\j%Zfd

Rise Indie of the

BY Mitch

Joel

BRAND At a recent The Art of Marketing event in Toronto, I had the pleasure of sharing the stage with luminaries like Martin Lindstrom

Xlk_fi f] 9iXe[nXj_\[# 9lpfcf^p# \kZ¿ # IXe[` QlZb\iY\i^ ]fid\i _\X[ f] dXib\k`e^ Xk =XZ\Yffb Xe[ Yifk_\i f] `kj ]fle[\i# DXib QlZb\iY\i^ # JZffk\i 9iXle dlj`Z `e[ljkip gif]\jj`feXc Xe[ k_\ g\ijfe n_f [`jZfm\i\[ Xe[ dXeX^\j Aljk`e 9`\Y\i Xe[ dXep fk_\ij% N`k_ fm\i (,'' Ylj`e\jj gif]\jj`feXcj `e Xkk\e[XeZ\# k_\ [Xp cfe^# jfc[ flk \m\ek ]\Xkli\[ j\m\e kfg$f]$k_\`i$^Xd\ jg\Xb\ij Xe[ dXib\k`e^ gif]\jj`feXcj# Ylk fe\ `e[`m`[lXc jkfc\ k_\ j_fn% <i`Z IpXe `j k_\ Zf$]fle[\i Xe[ :_`\] 9iXe[ 8iZ_`k\Zk f] D\k_f[% 8cfe^ n`k_ _`j Ylj`e\jj gXike\i# 8[Xd Cfnip# D\k_f[ `j fe X d`jj`fe kf Z_Xe^\ k_\ Zfejld\i gXZbX^\[ ^ff[j Ylj`e\jj# Xj n\ _Xm\ befne `k kf [Xk\% K_\`i Zc\Xe`e^ jlggc`\j Xi\ ^i\\e# efe$kfo`Z Xe[ Xi\ jf X\jk_\k`ZXccp gc\Xj`e^ k_Xk g\fgc\ [`jgcXp k_\d n`k_ gi`[\# `ejk\X[ f] _`[`e^ k_\d le[\i k_\`i j`ebj% K_\p YiXe[ k_\ ZfdgXep Xj Èg\fgc\ X^X`ejk [`ikpÉ Xe[ c\m\iX^\ k_\`i `e[`\ YiXe[ jki\\k Zi\[ kf glj_ k_\ \em\cfg\ n`k_ \m\ipk_`e^ ]ifd _fn k_\p i\Zil`k k_\p ^`m\ gfk\ek`Xc \dgcfp\\j _fd\nfib Xjj`^ed\ekj # kf k_\`i dXib\k`e^ m\ip Zc\m\i Xe[ `em\ek`m\ lj\j f] d\[`X n`k_ cfkj f] _ldfi # kf k_\`i `eefmXk`m\ gif[lZk c`e\j Z_\Zb flk k_\`i cXle[ip [\k\i^\ek $ `k i\hl`i\j fecp X Zflgc\ f] jhl`ikj g\i cfX[ % ?fn n\cc _Xj `k nfib\[ flk ]fi D\k_f[6 :_\Zb flk k_\`i Y\jk$j\cc`e^ Ylj`e\jj Yffb# K_\ D\k_f[ D\k_f[ $ J\m\e FYj\jj`fej K_Xk ?\cg\[ Fli JZiXggp JkXik$lg Klie Xe @e[ljkip Lgj`[\ ;fne Gfik]fc`f# )'(( # n_`Z_ IpXe Xe[ Cfnip Zf$nifk\ Xcfe^ n`k_ ClZXj :fec\p%

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| FALL 2012

?fn [f\j Xe `e[\g\e[\ek YiXe[ c`b\ D\k_f[ i`j\ `e X Ylj`e\jj nfic[ n_\i\ /''$gfle[ ^fi`ccXj c`b\ Le`c\m\i# GifZk\i >XdYc\ Xe[ Af_ejfe Af_ejfe ifXd k_\ ale^c\6 K_\ Xejn\i `j Yfk_ Zfdgc\o Xe[ j`dgc\% K_\ j`dgc\ gXik `j k_Xk fli nfic[ _Xj Z_Xe^\[% K\Z_efcf^p Xe[# dfi\ `dgfikXekcp# k_\ @ek\ie\k _Xj efkfecp Zfee\Zk\[ lj Xcc# Ylk `k _Xj fg\e\[ lg dXep e\n Z_Xee\cj kf Y\kk\i le[\ijkXe[ k_\ elXeZ\[ e\\[j f] k_\ df[\ie Zfejld\i% K_\ Zfdgc\o`kp Zfd\j `j Yi\Xb`e^ [fne n_Xk Xcc f] k_`j d\Xej% N\ efn c`m\ `e X nfic[ n_\i\ fec`e\ gcXk]fidj c`b\ B`ZbjkXik\i X n\Yj`k\ k_Xk \eXYc\j `e[`m`[lXcj kf gfjk k_\`i `e[\g\e[\ek Ylj`e\jj `[\Xj Xe[ _Xm\ k_\d ]le[\[ Yp `e[`m`[lXcj `ek\i\jk\[ `e Ylp`e^ n_Xk k_\j\ Ylj`e\jj\j Xi\ j\cc`e^ Xi\ efn ]le[`e^ dfi\ Ylj`e\jj\j `e k_\ Zi\Xk`m\ jgXZ\ k_Xe k_\ EXk`feXc <e[fnd\ek ]fi k_\ 8ikj `e k_\ Le`k\[ JkXk\j% N\Ëi\ hl`Zbcp dfm`e^ `ekf X ;@P [f `k pflij\c] Zlckli\# n_\i\ Ylj`e\jj\j ZXe# c`k\iXccp# [f \m\ipk_`e^ Xe[ Xepk_`e^ Y\ZXlj\ f] k_\ gfn\i f] k_\ @ek\ie\k Æ ]ifd jfliZ`e^ gif[lZk`fe ]XZ`c`k`\j kf j\Zli`e^ ]le[`e^ kf Z_\Xg Xe[ \]]\Zk`m\ [`i\Zk kf Zfejld\i dXib\k`e^% 8cc f] k_`j `j ^`m`e^ i`j\ kf dfi\ `e[`m`[lXcj n_f Xi\ fgk`e^ ]fi \eki\gi\e\lij_`g fm\i k_\ ^i`e[ f] e`e\ kf Ôm\% K_\ i`j\ f] `e[\g\e[\ek ZfdgXe`\j [\m\cfg`e^ Xe[ ^ifn`e^ `ekf nfic[$ZcXjj YiXe[j Y\ZXd\ X kfg`Z k_Xk ]XjZ`eXk\[ 8djk\i[Xd$YXj\[ Zfddle`ZXk`fej gif]\jj`feXc# 8ee\cf\j mXe >XXc\e% =fi k_\ gXjk k_i\\ p\Xij# mXe >XXc\e _Xj Y\\e i\j\XiZ_`e^ k_\ i`j\ f] `e[\g\e[\ek

YiXe[j fe X ^cfYXc jZXc\ Xe[ aljk cXjk n\\b glYc`j_\[ _\i Ôe[`e^j `e X Yffb ZXcc\[# @e[`\ 9iXe[j $ *' @e[\g\e[\ek 9iXe[j K_Xk @ejg`i\ Xe[ K\cc X Jkfip 9@J GlYc`j_\ij )'() % ÈK_\ k\id Ê`e[`\ YiXe[Ë d\Xej X cfk f] [`]]\i\ek k_`e^j kf [`]]\i\ek g\fgc\#É jX`[ mXe >XXc\e m`X X Jbpg\ Zfem\ijXk`fe% ÈKf d\# k_`j `j XYflk YiXe[j k_Xk Xi\ jkXik\[ Yp \eki\gi\e\lij k_Xk Xi\ `e[\g\e[\ekcp ]le[\[ Xe[ k_\p _Xm\ Xe `e[\g\e[\ek jg`i`k% K_\j\ Xi\ k_\ YiXe[j k_Xk ^f c\]k n_\e \m\ipfe\ `j klie`e^ i`^_k% K_\j\ Xi\ YiXe[j k_Xk dXb\ lj\ f] jkfipk\cc`e^ Xj k_\`i gi`dXip ]fid f] dXib\k`e^¿ efk X[m\ik`j`e^% K_\p Xcjf dXb\ jdXik lj\ f] k_\ XmX`cXYc\ dXib\k`e^ Z_Xee\cj% K_\ YiXe[j k_Xk Xi\ `e k_`j Yffb Xi\ g\fgc\ n_f jkXik\[ X Ylj`e\jj flk f] gli\ gXjj`fe Xe[ k_\p k\e[ kf fgk ]fi k_\ ifX[ c\jj kiXm\cc\[% K_`j ljlXccp dXb\j ]fi Xe `ek\i\jk`e^ jkfip# Xe[ k_`j ZXj\ n\ glYc`j_\[ k_`ikp

f] k_\j\ `ek\i\jk`e^ jkfi`\j%É I`]Ôe^ fe k_\ `e[`\ YXe[ dfm\d\ek# mXe >XXc\e k\ccj k_\ jkfip f] k_`ikp YiXe[j k_Xk dXeX^\ kf k\cc X m\ip [`]]\i\ek eXiiXk`m\% =ifd ZfdgXe`\j c`b\ F8K J_f\j k_\ nfic[Ëj Ôijk ]lccp Y`f[\^iX[XYc\ je\Xb\i k_Xk _Xj j\\[j \dY\[[\[ `e k_\ kfe^l\ f] k_\ j_f\j# jf n_\e k_\p Xi\ nfie flk# k_\p ZXe Y\ Yli`\[ Xe[ gcXekj n`cc^ifn kf Dfeki\XcËj fne P\ccfn 9`i[ Gifa\Zk Xe fi^Xe`qXk`fe k_Xk ZfccXYfiXk\j n`k_ `e[`\ YXe[j kf iX`j\ dfe\p ]fi mXi`flj Z_Xi`k`\j% K_\p _Xm\ Xcjf glYc`j_\[ knf Y\jk$j\cc`e^ Yffbj Æ K_\ @e[`\ IfZb :fcfi`e^ 9ffb Xe[ K_\ @e[`\ IfZb Gfjk\i 9ffb %

ÈN\ Yl`ck k_`j ZfdgXep ]ifd k_\ ^ifle[ lg# n`k_flk _Xm`e^ kf ^\k Xep lg]ifek `em\jkd\ek#É jX`[ :Xj\p :f_\e# n_f Xcfe^ n`k_ DXkk_\n JkfkcXe[ ]fle[\[ P\ccfn 9`i[ Gifa\Zk `e )''-% ÈK_`j d\Xej k_Xk n\Ëi\ XYc\ kf ile k_`j ZfdgXep fe fli fne k\idj% N\ [feËk _Xm\ gXike\ij kf Xejn\i kf# jf Xep [\Z`j`fej k_Xk n\ dXb\ Xi\ ÔeXc% K_`j ^`m\j lj k_\ ]i\\[fd kf \ogcfi\ e\n [`i\Zk`fej# fi \m\e klie [fne fggfikle`k`\j k_Xk n\ k_`eb Xi\ efk X ^ff[ Ôk% 8k k_\ \e[ f] k_\ [Xp# n\ jg\ek jf dlZ_ k`d\ [\m\cfg`e^ fli YiXe[ k_Xk n\Ëi\ `e X m\ip ]fikleXk\ gfj`k`fe efn kf _Xm\ Zfdgc\k\ Zfekifc fm\i `k% Fli Z_Xi`k`\j Xe[ YXe[j kiljk lj# jf n\ befn k_Xk kf k_\d `k aljk nflc[eËk ]\\c i`^_k kf Y\ glkk`e^ k_\`i kiljk `ekf k_\ _Xe[j f] fk_\i g\fgc\%É K_`j `j X m\ip [`]]\i\ek Ylj`e\jj nfic[% K_\ YiXe[j k_Xk n`e Xi\ k_\ YiXe[j k_Xk efk fecp _Xm\ X jkfip kf k\cc# Ylk k_\pËi\ k_\ YiXe[j k_Xk Xi\ kiXejgXi\ek# Zi\[`Yc\ Xe[ _Xm\ jfd\k_`e^ le`hl\ Xe[ [`]]\i\ek ]fi k_\`i Zfejld\ij% @e[`\ YiXe[j Xi\ Yfie Xe[ Yi\[ fe k_\j\ mXcl\j Xe[ gi`eZ`gc\j# jf `kËj ef jligi`j\ k_Xk k_\ dXafi ZfigfiXk`fej n_f [fd`eXk\ NXcc Jki\\k Xi\ efn kip`e^ kf Ô^li\ flk _fn kf XZk dfi\ c`b\ D\k_f[# F8K J_f\j Xe[ k_\ P\ccfn 9`i[ Gifa\Zk% @e[`\ `j k_\ e\n Y`^%

Mitch Joel `j Gi\j`[\ek f] Kn`jk @dX^\ Xe[ k_\ Xlk_fi f] k_\ Y\jk$ j\cc`e^ Ylj`e\jj Yffb# J`o G`o\cj f] J\gXiXk`fe% ?`j e\ok Yffb# :KIC 8CK ;<C $ I\Yffk Pfli 9lj`e\jj Xe[ Pflij\c] `e X :fee\Zk\[ Nfic[# n`cc Y\ glYc`j_\[ `e Jgi`e^ )'(*%

FALL 2012 |

| 57

Jill DONAHUE

...

ctionable

S U M M A R Y

StandOut

“

…there are patterns in you. And the most dominant – the most frequently recurring patterns – are the source of your strengths.” JkXe[Flk# gX^\ )*

=fi dXep f] lj# c\Xie`e^ dfi\ XYflk _fn n\ `ek\iXZk n\cc n`k_ fk_\ij `j b\p kf fg\iXk`e^ jlZZ\jj]lccp `e k_\ nfib`e^ nfic[% K_\i\ `j ef j_fikX^\ f] k`gj# jlim\pj# Xe[ kffcj XmX`cXYc\ kf _\cg lj le[\ijkXe[ fli g\ijfeXc`k`\j Xe[ Ô ^li\ flk jki\e^k_j# p\k dXep dfjk f] k_\d Zfd\ n`k_ i\Zfdd\e[Xk`fej ]fi Z_Xe^\j pfl e\\[ kf dXb\ kf `dgifm\ pfli g\i]fidXeZ\% @dX^`e\ k_\ afp f] Zfdgc\k`e^ X j_fik Xjj\jjd\ek k_Xk k\ccj pfl _fn kf [f dfi\ f] n_Xk pfl [f Y\jk Æ kf ]fZlj fe k_\ Y\jk gXikj f] pfli jb`ccj Xe[ g\ijfeXc`kp# Xe[ c\Xie _fn kf Z_Xee\c k_fj\ jki\e^k_j n_\e nfib`e^ n`k_ fk_\ij% JkXe[Flk `j ni`kk\e Yp X cfe^$k`d\ jki\e^k_j \og\ik# DXiZlj 9lZb`e^_Xd# n_f c\[ k_\ jki\e^k_j [\m\cfgd\ek nfib ]fi >Xcclg# Zi\Xk`e^ kffcj n_`Z_ Xi\ n`[\cp lj\[ kf[Xp% @e _`j cXk\jk# JkXe[Flk# _\ kXb\j k_\ jki\e^k_j d\k_f[fcf^p ]lik_\i# Yp cffb`e^ Xk _fn n\ Xggcp fli jki\e^k_j `e nfib`e^ n`k_ fk_\ij# Xe[ _fn pfli kfg knf jki\e^k_j ZXe nfib kf^\k_\i kf ]lik_\i \e_XeZ\ pfli nfib% <XZ_ Zfgp f] JkXe[Flk Zfd\j n`k_ X le`hl\ Zf[\ kf XZZ\jj k_\ JkXe[Flk Xjj\jjd\ek# n_`Z_ `emfcm\j Xejn\i`e^ X j\i`\j f] j`klXk`feXc hl\jk`fej% 8]k\i Zfdgc\k`e^ k_\ Xjj\jjd\ek# n_`Z_ kXb\j XYflk (, d`elk\j# pfl n`cc i\Z\`m\ X Zfgp f] pfli i\gfik# n_`Z_ [\jZi`Y\j b\p \c\d\ekj f] pfli kfg knf jki\e^k_j Æ n_Xk k_\p Xi\# _fn k_\p gcXp flk `e mXi`flj ifc\j Xe[ j`klXk`fej# Xe[ _fn k_\p nfib `e ZfdY`eXk`fe% ÈN_\e pfl af`e X k\Xd# k_`j `j n_Xk pfli k\XddXk\j ]\\c % % % n_\e pfl \e^X^\ X Zc`\ek# k_`j `j k_\ `dgXZk pfl _Xm\ % % % n_\e pfl c\X[ X k\Xd ]finXi[# k_`j `j k_\ j\ej\ k_\p dXb\ f] pflÉ gX^\ )- %

Golden Egg: Your Strengths Are Your Edge – Use Them!

“

[Your strengths are] your edge – where you will have a natural advantage over everyone else. And they are your multiplier – you will most quickly learn and improve upon any innovations, techniques, or best practices that complement these [strengths].” JkXe[Flk# gX^\ (.

8j 9lZb`e^_Xd efk\j# È\XZ_ f] lj _Xm\ jg\Z`Ô Z Xi\Xj n_\i\ n\ Zfej`jk\ekcp jkXe[ flk# n_\i\ n\ ZXe [f k_`e^j# j\\ k_`e^j# le[\ijkXe[ k_`e^j# Xe[ c\Xie k_`e^j Y\kk\i Xe[ ]Xjk\i k_Xe k\e k_fljXe[ fk_\i g\fgc\ ZXeÉ JkXe[Flk# gX^\ (0+ % K_\ j\Zi\k `j kf i\Xccp ]fZlj fe fli Zfi\ jki\e^k_j# Xe[ lj\ k_\d kf k_\`i ]lcc\jk `e fi[\i kf ^`m\ pfl k_\ \[^\ pfl e\\[% K_\ knf ]fccfn`e^ ><Dj n`cc j_fn pfl _fn kf [f aljk k_Xk%

FALL 2012 |

| 59

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S U M M A R Y

StandOut (cont)

GEM #1: Find The Best Ways To Apply Your Strengths

“

Sustained success comes only when you take what’s unique about you and figure out how to make it useful.” JkXe[Flk# gX^\ (0+

9lZb`e^_Xd \dg_Xj`q\j k_\ `dgfikXeZ\ f] kXb`e^ k`d\ kf le[\ijkXe[ _fn kf Y\jk Xggcp pfli jki\e^k_j kf pfli nfib# Xe[ gifm`[\j Xe \o\iZ`j\ kf _\cg _`^_c`^_k k_\ Y\jk lj\j ]fi pfli jki\e^k_j1 KXb\ X g`\Z\ f] gXg\i# Xe[ ni`k\ ÈCfm\ @kÉ Xe[ ÈCfXk_\ @kÉ `e knf Zfcldej Xk k_\ kfg% K_ifl^_ k_\ [Xp# Xj pflËi\ [f`e^ kXjbj k_Xk \oZ`k\ pfl# ni`k\ k_\d fe k_\ ÈCfm\ @kÉ j`[\# fi `] k_\p Xi\ [`]Ô Zlck kf [f fi pfl gifZiXjk`eXk\ XYflk [f`e^ k_\d # ni`k\ k_\d fe k_\ ÈCfXk_\ @kÉ j`[\% K_`j \o\iZ`j\ ZXe _\cg pfl j\\ _fn pfli jki\e^k_j ZXe Y\ k_\ ]fiZ\ k_Xk `em`^fiXk\j pfli nfib% Pfli jki\e^k_j e\\[ kf Y\ kle\[ kf k_\ [`]]\i\ek ifc\j pfl Xi\ gcXp`e^ Æ c\X[\i# dXeX^\i# jXc\j# fi Zc`\ek j\im`Z\% 8j X c\X[\i# n_XkËj k_\ le`hl\ nXp pfl `ejg`i\ pfli jkX]]6 8j X dXeX^\i# _fn Xi\ pfl Y\jk XYc\ kf ]fZlj pfli k\Xd Xe[ ^\k k_\ e\\[\[ i\jlckj6 @e jXc\j# _fn Xi\ pfl Y\jk XYc\ kf Y\ g\ijlXj`m\ Xe[ Zfdg\cc`e^6 8e[ `e Zc`\ek j\im`Z\# _fn Xi\ pfl Yl`c[`e^ kiljk6 8cc f] k_\j\ \c\d\ekj Xi\ fgk`dXc `] pfl lj\ pfli jki\e^k_j%

GEM #2:

Stay Focused On Your Strengths, Always

“

Move us even slightly out of our strengths zone, and our outstanding performance falls to average alarmingly fast.” JkXe[Flk# gX^\ (0,

;\jg`k\ cffb`e^ Zi\Xk`m\cp Xk pfli jki\e^k_j# pfl jk`cc e\\[ kf jkXp ]fZlj\[2 Xj 9lZb`e^_Xd efk\j pfl ZXe iXg`[cp [\Zc`e\ `e pfli g\i]fidXeZ\ `] pfl jkXik kf \m\e [XYYc\ `e Xi\Xj flkj`[\ pfli jki\e^k_j% ?\ ^`m\j j\m\iXc \oXdgc\j# `eZcl[`e^ fe\ XYflk Afe Jk\nXik Æ X Z\c\Yi`kp n`[\cp i\^Xi[\[ Xj X ^i\Xk `ek\im`\n\i Xe[ gfc`k`ZXc Zfdd\ekXkfi Æ p\k Xj _fjk f] k_\ FjZXij# _`j dXk\i`Xc nXj g\iZ\`m\[ Xj Ê_Xij_Ë Xe[ k_\ Xl[`\eZ\ [`[ efk Ô e[ _`d ]leep% ?\Ë[ j_`]k\[ kff ]Xi ]ifd _`j Zfi\ jki\e^k_j% 8ep k`d\ pfl ]\\c k_`e^j Xi\ efk hl`k\ i`^_k Xk nfib# pflËi\ ]\\c`e^ cfjk fi [`jfi`\ek\[# i\Zfee\Zk n`k_ pfli jki\e^k_j% ÈLe[\ijkXe[`e^ pfli jki\e^k_j n`cc _fc[ pfl `e gcXZ\# i\fi`\ek pfl# Xe[ j_fn pfl k_\ nXp ]finXi[É JkXe[Flk# gX^\ )'* % K_\i\ Xi\ k`d\j n_\e `k `j \Xjp kf cfj\ j`^_k f] pfli kXc\ekj# gXik`ZlcXicp n`k_ jb`ccj k_Xk Zfd\ \Xj`cp kf pfl# Xj k_\p ÈZfd\ jf eXkliXccp kf pfl k_Xk pfl [feËk j\\ pfli XY`c`kp kf [f k_\d Xj le`hl\É JkXe[Flk# g% (0* % ;feËk le[\i\jk`dXk\ k_\ mXcl\ f] k_\j\ kXc\ekj# fi fm\icffb k_\d `e Zfej`[\i`e^ e\n Xm\el\j fi fggfikle`k`\j% K_\ ÈCfm\ @k&CfXk_\ @kÉ \o\iZ`j\ ZXe Xcjf Y\ _\cg]lc _\i\# gXik`ZlcXicp `e j\\`e^ _fn XZk`m`k`\j pfl \oZ\c Xk ZXe Xcjf Yi`e^ \e\i^p Xe[ \ek_lj`Xjd% JkXe[Flk `j `[\Xc ]fi Xepfe\ cffb`e^ ]fi e\n nXpj kf le[\ijkXe[ k_\`i Y\jk kXc\ekj Xe[ hlXc`k`\j# Xe[ kf c\Xie _fn k_\`i jki\e^k_j gcXp flk `e [`]]\i\ek j\kk`e^j Æ n`k_ k\Xdj# `e jXc\j# Xj X dXeX^\i% N_\k_\i pflËi\ \jkXYc`j_`e^ pflij\c] Xk nfib# g\i_Xgj `e X e\n ifc\ fi n`k_ X e\n k\Xd# fi Xi\ ]\\c`e^ cfjk Xe[ e\\[ _\cg n`k_ ^\kk`e^ fe k_\ i`^_k gXk_ X_\X[# JkXe[Flk ZXe ^\k pfl k_\ \[^\ pfl e\\[% N_f n\ Xi\ Xk fli Zfi\ `j Xcjf k_\ b\p kf Y\`e^ fli Y\jk# Xe[ _Xgg`\jk# Xk nfib%

Jill Donahue `j X i\^lcXi Zfeki`Ylkfi Xk 8Zk`feXYc\9ffbj%Zfd# X ]i\\ fec`e\ jfliZ\ f] 9lj`e\jj 9ffb JlddXi`\j Xe[ 8lk_fi `ek\im`\nj% 8ggcp ^i\Xk ZfeZ\gkj ]ifd c\X[`e^ Ylj`e\jj Yffbj `e c\jj k`d\ k_Xe pfl k_`eb2 m`j`k 8Zk`feXYc\9ffbj%Zfd kf[Xp%

FALL 2012 |

| 61

How the

CHINESE

GLOBAL BRANDING became

GENIUSES BY Martin

Lindstrom

In the same way China approached its preparations for the Beijing Olympics, Ylj`e\jj\j _Xm\ ]lccp [\kX`c\[ \XZ_ j\ejfip `dgi\jj`fe X gif[lZk n`cc _Xm\ fe Zfejld\ij% Fe\ ZfdgXepËj lck`dXk\ fYa\Zk`m\1 9\Zfd\ X ^cfYXc c\X[\i `e ZXi dXel]XZkli`e^% Cffb flk# ;\kif`k% K_\i\ @ jkff[# _Xm`e^ aljk Y\\e ^`m\e g\id`jj`fe kf j\\ Xe Xi\X f] X Yl`c[`e^ k_Xk ]\n n\i\ Xccfn\[ kf \ek\i% 8j @ fg\e\[ k_\ [ffi kf k_\ Ôijk iffd# k_\ led`jkXbXYc\ jd\cc f] ]i\j_cp Zlk ^iXjj g\imX[\[ dp j\ej\j% K_\ X`i nXj d`jkp# k_\ Zfcfij n\i\ c`^_k ^i\\e# Xe[ k_\ DXe[Xi`e eXd\ f] k_\ iffd @Ë[ aljk \ek\i\[# kiXejcXk\[# d\Xek ÈK_\ g\fgc\ ]ifd k_\ Efi[`Z Zfleki`\j%É N`k_ dp ;Xe`j_ YXZb^ifle[# `k nXj Zfd]fikXYcp ]Xd`c`Xi$$k_\ Zfcfij j\\d\[ c`]k\[ [`i\Zkcp ]ifd k_\ [\j`^e\i 8ie\ AXZfYj\eËj ZXkXcf^l\# k_\ jd\cc kffb d\ i`^_k YXZb kf dp gXi\ekjË ^Xi[\e# Xe[ k_\ X`i nXj ]lcc f] jgi`e^ jfle[j JZXe[`eXm`Xe Y`i[j dXb\ Xk [ljb%

62 |

| FALL 2012

K_\ Yl`c[`e^ @ ]fle[ dpj\c] `e nXj _l^\$$XYflk k_\ j`q\ f] X ]ffkYXcc jkX[`ld$$Xe[ `k nXj cfZXk\[ jfd\ )'' d`c\j flkj`[\ f] 9\`a`e^% N`k_ k_\ jXd\ c\m\c f] q\Xc `kj Zflekip lj\[ `e gi\gXi`e^ ]fi k_\ )''/ 9\`a`e^ Fcpdg`Zj# k_`j Ylj`e\jj nXj ]lccp [\kX`c`e^ \XZ_ j\ejfip `dgi\jj`fe `kj gif[lZkj n`cc _Xm\ fe gfk\ek`Xc Zfejld\ij% =fi k_`j Ylj`e\jj# k_\ fYa\Zk`m\ `j kf Y\Zfd\ X ^cfYXc c\X[\i `e ZXi dXel]XZkli`e^% ?\i\# k_fljXe[j f] ZXij n\i\ c`e\[ lg kf c\Xm\ Xe lckiX$df[\ie gif[lZk`fe ]XZ`c`kp# n_`Z_# lek`c i\Z\ekcp# ]\Xkli\[ Xcc k_\ ]Xd`c`Xi ^cfYXc YiXe[j% Efn# k_\i\ nXj X e\n kXb\ fe `k% K_\ ZXij k_Xk jki\kZ_\[# ifn lgfe ifn# n\i\ Xcc :_`e\j\ YiXe[j [\j`^e\[ jg\Z`ÔZXccp kf Xgg\Xc kf ]fi\`^e dXib\kj% K_\ nfic[ jffe n`cc j\\ k_\ XY`c`kp f] k_\ :_`e\j\ kf XYjfiY e\n `[\Xj# Xe[ ]Xjk kiXZb k_\d `ekf k_\ dX`ejki\Xd n`k_ XZZliXZp# jb`cc# Xe[ jg\\[% @e X m\ip j_fik k`d\$$[\jg`k\ X ifZbp jkXik$$k_\p _Xm\ ^iXjg\[ k_\ \jj\eZ\ f] YiXe[`e^% @e ]XZk# k_\`i \dYiXZ\ f] k_\ ]XZk k_Xk YiXe[`e^ `j X j\ejfip [`jZfm\ip _Xj glk k_\d X_\X[ f] fk_\ij `e k_\ jXd\ `e[ljkip fg\iXk`e^ fe k_\ fk_\i j`[\ f] k_\ ^cfY\% 9\j`[\ k_\ Efi[`Z iffd nXj Xefk_\i iffd# fe\ k_Xk ]fZlj\[ fe gi\Z`j`fe Xe[ [\kX`c% Jligi`j`e^ [\kX`cj f] _fn# ]fi \oXdgc\# >\idXej g\iZ\`m\ d\Z_Xe`ZXc dfm\d\ek# ZfdgXi\[ kf k_\ :_`e\j\ `[\X% Cffb`e^ Xk X jc`[`e^ [ffi# `k fg\ej jcfncp# k_\e jg\\[j lg# Y\]fi\ jcfn`e^ [fne kf X g\i]\Zk jkfg% @e ZfekiXjk# k_\ :_`e\j\ [ffi nflc[ jn`j_ fg\e hl`Zbcp Xe[ jkfg n`k_ Xe XYilgk YXe^% K_\ Zfcfij1 ^led\kXc ^iXp# YcXZb# n_`k\# glZ\# Xe[ fc`m\% K_\ j_Xg\j1 g\i]\Zkcp jpdd\ki`ZXc% K_\ jfle[j1 [\\gcp i\jfeXek% Fm\iXcc$$X m\ip Zfej\imXk`m\ ]\\c% N\cZfd\ kf >\idXep%

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FALL 2012 |

| 63

]XZk k_Xk# dfi\ k_Xe Xep fk_\ij# k_\ :_`e\j\ _Xm\ Xe \m\e ^i\Xk\i gXjj`fe ]fi YiXe[j k_Xe# jXp# Iljj`Xe fi AXgXe\j\ Zfejld\ij% 8 i\Z\ek jkl[p i\m\Xcj k_Xk k_\ Xm\iX^\ :_`e\j\ Zfejld\i ]\\cj k_\ e\\[ kf n\Xi Xk c\Xjk k_i\\ YiXe[\[ `k\dj kf ]\\c Zfd]fikXYc\ Xk nfib% P\k# n_\e gifY\[ ]lik_\i# k_\p n\i\ Xk X cfjj# leXYc\ kf [\Ôe\ k_\ ]\Xkli\j f] X YiXe[% ?fn\m\i# k_\p _X[ ef [`]ÔZlckp [\jZi`Y`e^ k_\ gif[lZk% @k j\\dj k_Xk ]fi k_\d# k_\ gif[lZk `j k_\ YiXe[% K_\ \dfk`feXc Zfee\Zk`fe `j j`dgcp XYj\ek% K_\ `ifep f] k_`j [`[ efk \jZXg\ d\ Xj @ ]fle[ dpj\c] `e k_`j \oZclj`m\ Xi\X f] <lifg\Xe j\ej`Y`c`k`\j# k_\ Efi[`Z iffd Xe[ k_\ >\idXe iffd% <jg\Z`Xccp ^`m\e k_\ ]XZk k_Xk k_\ m\ip :<F n_f nfe[\i\[ n_\e k_\ Èi\XcÉ YiXe[`e^ f] _`j gif[lZk nXj ^f`e^ kf Y\^`e _X[ Zfdd`jj`fe\[ dfi\ k_Xe )'' g\fgc\ kf Zi\Xk\ Xe legi\Z\[\ek\[ [XkXYXj\ f] k_\ nfic[Ëj Zfejld\i gifÔc\j% 8k k_\ \e[ f] k_\ [Xp# k_Xk m\ip jXd\ :<F nXj jf gifl[ Xj _\ Xjb\[ d\ n_Xk @ k_fl^_k% K_\ Xejn\i nXj fYm`flj$$@ nXj dfi\ k_Xe `dgi\jj\[% @ nXj `eki`^l\[ kf le[\ijkXe[ k_\ \e[ i\jlck f] fli nfib% @ Xjb\[ _`d n_Xk _\ `ek\e[\[ ZXcc`e^ _`j e\n ZXi% @ `dX^`e\[ X KfpfkX$c`b\ eXd\# fi g\i_Xgj fe\ n`k_ X >\idXe c`ck% ?\ cffb\[ Xk d\# Xejn\i`e^ n`k_ XYjfclk\ Z\ikX`ekp# È@k n`cc Y\ X :_`e\j\ eXd\# f] Zflij\%É ?\ nXj Ôidcp Zfem`eZ\[ k_Xk k_\ k`d\ _Xj

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