The Art Of Magazine: Volume 5 by The Art Of

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14 24 43 50

Crafting Contagious Jonah Berger

Actionable Summary - Quiet Chris Taylor

The Underdog Advantage Peter Aceto

Are you making sales or measuring sales activity? Jeffrey Gitomer

What CEOs Can Learn From Siberian Teenagers Martin Lindstrom

Selecting and Developing Leaders with Emotional Intelligence - David Cory

Reality Management Patrick Lencioni

Leadership Contract: It has four terms and conditions. Vince Molinaro

Rebuilding a Culture in Crisis Chester Elton

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40 26

Time Management David Allen

Creating True Value In Your Marketing. Mitch Joel

Building Your Platform: The Braun and Bieber Story Herbert Lui

Data is the New Oil Vince Timpano

Work Less & Get More Stephen Shapiro

Flat Army: Creating a Connected and Engaged Organization Dan Pontefract

Conscious Leadership : Q&A John Mackey

The Artists

Truly Winning With Digital: Solving for Both Own and Rent! Avinash Kaushik

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

with

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Letter from the

editor

!24

8ik `j X _l^\ gXik f] fli nfib è X nXp# pfl Zflc[ jXp `kÃ&#x2039;j fli d`[[c\ eXd\ % @kÃ&#x2039;j n\ì[# i`^_k6 Kf X cXi^\ gXik f] k_\ nfic[# n\ j`dgcp fi^Xe`q\ Yljè\jj Zfe]\i\eZ\j% J`d`cXicp# pfl dXp Y\ X n_`q n`k_ eldY\ij% Fi# pfl Zflc[ Y\ èkf i\Zil`kd\ek Xe[ j\c\Zk`fe% Pfl d`^_k jg\e[ pfli [Xpj [\j`êè^ dXib\kè^ ZfccXk\iXc% G\i_Xgj pfl Xi\ c\X[è^ pfli ZfdgXepÃ&#x2039;j Yljè\jj [\m\cfgd\ek \]]fikj% PflÃ&#x2039;i\ è k_\ Ã&#x201D;\c[ f] Yljè\jj dXeX^\d\ek2 pflÃ&#x2039;i\ efk Xe Xik`jk# pfl k\cc pflij\c]% Pfl dXp efk Zfej`[\i n_Xk pfl [f Xik% @] pfl ZcX`d\[ kf Y\ fe\# pfli nfib [f\jeÃ&#x2039;k _fc[ X ZXe[c\ kf ;X MèZ`Ã&#x2039;j DfeX C`jX# D`Z_X\cXe^\cfÃ&#x2039;j J`jkè\ :_Xg\c# fi MXe >f^_Ã&#x2039;j JkXiip E`^_k% I`^_k6 8j J\k_ >f[è gfèkj flk è _`j Yffb CèZ_gè# Ã&#x2C6;8ik `jeÃ&#x2039;k fecp X gXèkè^% 8ik `j Xepk_è^ k_XkÃ&#x2039;j Zi\Xk`m\# gXjj`feXk\# Xe[ g\ijfeXc% 8e[ î\Xk Xik i\jfeXk\j n`k_ k_\ m`\n\i# efk fecp n`k_ k_\ Zi\Xkfi%Ã&#x2030; ?\ ^f\j fe kf glk k_è^j èkf g\ijg\Zk`m\1 N\i\ Jk\m\ AfYj# :_Xic`\ :_Xgcè# Xe[ DXikè Clk_\i Bè^ Ai% efk Xik`jkj6 N\ Xi\ fYj\jj\[ n`k_ dpk_j% N_\k_\i `kÃ&#x2039;j ZcXjj`ZXc XeZ`\ek î\\b dpk_fcf^p# fi k_\ \g`Zj f] df[\ie [Xp Z_XiXZk\ij% >f[è Z`k\j ni`k\i Afj\g_ :XdgY\cc Xe[ jXpj# Ã&#x2C6;Dpk_j Xi\eÃ&#x2039;k XYflk ^f[j i\Xc fe\j fi `dX^è\[ % K_\p Xi\ XYflk lj% K_\p Xi\ XYflk _ldXej XZkè^ _ldXe Ylk [fè^ `k n_`c\ n\Xiè^ k_\ ZcfXbj f] ^f[j# f] c\^\e[Xip Ã&#x201D;^li\j%Ã&#x2030; 8ik`jkj c`b\ AfYj# :_Xgcè# Xe[ Bè^ n\i\eÃ&#x2039;k jlg\i_ldXe% K_\p ZXi\[ aljk X Y`k dfi\ k_Xe \m\ipfe\ \cj\% K_\p n\i\eÃ&#x2039;k n`ccè^ kf Zfdgifd`j\% K_\p kiXejcXk\[ k_\ì ZfliX^\ èkf gifa\Zkj k_Xk g\fgc\ è`k`Xccp jZf]]\[ Xe[ j_ffb k_\ì _\X[j Xk% C`b\ dXep Xik`jkj# k_\p n\i\ f]k\e d`jle[\ijkff[ Xe[ Zi`k`Z`q\[ ]fi k_\ì c`]\Ã&#x2039;j nfib% P\k `kÃ&#x2039;j k_\ì jkfi`\j k_Xk èjgì\ lj# dfm\ lj kf k\Xij# Xe[ Yiè^ Z_Xe^\% K_\j\ Xik`jkj Xi\ k_\ fe\j n_f n\ i\d\dY\i# Xe[ k`g fli _Xkj kf# Xk k_\ \e[ f] k_\ [Xp% Pfli jkfip XnX`kj pfl# Xe[ `kÃ&#x2039;j e\m\i kff cXk\ kf \dYiXZ\ `k% @k nfeÃ&#x2039;k Y\ Xe \Xjp kXjb# Ylk `k Xcjf d\Xej X Z_XeZ\ Xk Z_Xe^è^ jfd\fe\Ã&#x2039;j c`]\% Pfli nfib `j pfli Xik% @kÃ&#x2039;j k_Xk j`dgc\% N_\e pfl ki\Xk `k Xj jlZ_# k_\ èefmXk`fe# Zi\Xk`m`kp# Xe[ \o\Zlk`fe n`cc Y\Zfd\ X Ypgif[lZk% Fi^Xe`qè^ Xefk_\i Yljè\jj Zfe]\i\eZ\ `j efk Xik% :i\Xkè^ X d\[`ld Xe[ Xe \og\i`\eZ\ n_\i\ Xik`jkj ZXe c\Xie ]ifd# Zfee\Zk n`k_# Xe[ èjgì\ \XZ_ fk_\i# `j% N\ kXb\ \oki\d\ gi`[\ è fli Xik# Xe[ n\ _ldYcp gi\j\ek `k Xj fli ^`]k kf pfl% ?\cgè^ pfl jlZZ\\[#

EDITOR JZfkk BXmXeX^_ PUBLISHER :_i`jkfg_\i EfmX`j CREATIVE DIRECTOR 8ik J`cm\ìX CONTRIBUTING WRITERS 8mèXj_ BXlj_`b# :_\jk\i <ckfe# :_i`j KXpcfi# ;Xe Gfek\]iXZk# ;Xm`[ 8cc\e# ;Xm`[ :fip# ?\iY\ik Cl`# A\]]i\p >`kfd\i# Af_e DXZb\p# AfeX_ 9\i^\i# DXikè Cè[jkifd# D`kZ_ Af\c# GXki`Zb C\eZ`fe`# G\k\i 8Z\kf# Jk\g_\e J_Xgìf# MèZ\ DfcèXif# MàXp >fmè[XiXaXe HOW TO REACH US K_\ 8ik f] Gif[lZk`fej @eZ% +- J_\iYflie\ Jki\\k # *i[ =cffi Kfifekf# FekXi`f :XeX[X D,8 )G. ADVERTISING Ife 9\jk\i $ ;ì\Zkfi# 9ljè\jj ;\m\cfgd\ek +(-$+.0$0.'( \ok% *)) ife7k_\Xikf]%Zfd SUBSCRIPTIONS M`j`k nnn%k_\Xikf]%Zfd&dX^Xqè\ <dX`c dX^Xqè\7k_\Xikf]%Zfd :Xcc /--$00)$./-* @e L%J%8 Xe[ :XeX[X Ni`k\ kf K_\ 8ik f]Â¿# JlYjZi`gk`fe J\im`Z\j +- J_\iYflie\ Jki\\k# *i[ =cffi# Kfifekf# FekXi`f# D,8 )G. Fli jlYjZi`Y\ij c`jk `j fZZXj`feXccp dX[\ XmX`cXYc\ kf ZXi\]lccp j\c\Zk\[ Ã&#x201D;idj n_fj\ gif[lZkj fi j\im`Z\j dXp Y\ f] èk\i\jk kf pfl% @] pfl gi\]\i efk kf i\Z\`m\ è]fidXk`fe ]ifd k_\j\ Ã&#x201D;idj# gc\Xj\ c\k lj befn Xk gi`mXZp7k_\Xikf]%Zfd fi j\e[ pfli i\hl\jk Xcfe^ n`k_ pfli dX`cè^ cXY\c kf K_\ 8ik f] Gif[lZk`fej @eZ# +- J_\iYflie\ Jki\\k# *i[ =cffi# Kfifekf# FekXi`f# D,8 )G. PRINT PARTNER ;fccZf# K_\ Cfn\$DXikè >iflg Gièk\[ è :XeX[X% :XeX[X Gfjk GlYc`ZXk`fej DX`c 8î\\d\ek EldY\i +)*+*,(. Â&#x;)'(* K_\ 8ik DX^Xqè\ `j glYc`j_\[ hlXik\icp Yp K_\ 8ik f] Gif[lZk`fej @eZ% 8cc i`^_kj i\j\im\[% Fgè`fej \ogi\jj\[ [f efk e\Z\jjXi`cp i\gi\j\ek k_fj\ f] k_\ glYc`j_\ij% Ef gXik f] k_`j glYc`ZXk`fe dXp Y\ lj\[ n`k_flk ni`kk\e g\id`jj`fe ]ifd k_\ glYc`j_\i% JlYjZi`gk`fe iXk\ `j *'%'' XeelXccp%

JZfkk BXmXeX^_# :f$]fle[\i <[`kfi jZfkk7k_\Xikf]%Zfd

SPRING 2013 |

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CRAFTING CONTAGIOUS BY Jonah

Berger

Everyone from Fortune 500 companies kf k_\ Zfie\i Zf]]\\ j_fg _Xj i\Xc`q\[ k_Xk nfi[$f]$dflk_ _\cgj k_è^j Y\Zfd\ gfglcXi Æ è ]XZk# `kËj lg kf *' k`d\j dfi\ \]]\Zk`m\ k_Xe kiX[`k`feXc X[m\ik`jè^% @k `dgXZkj k_\ gif[lZkj Zfejld\ij Ylp# k_\ Y\_Xm`fij k_\p \e^X^\ è# k_\ ZXe[`[Xk\j k_\p mfk\ ]fi# Xe[ k_\ `[\Xj k_\p [`jZljj% K_\ hl\jk`fe# k_fl^_# `j _fn [f pfl ^\k `k% N_Xk dXb\j g\fgc\ kXcb XYflk jfd\ k_è^j iXk_\i k_Xe fk_\ij6 N_Xk dXb\j fecè\ Zfek\ek mìXc6 K_\ Xejn\i c`\j è le[\ijkXe[è^ k_\ gjpZ_fcf^p f] jfZ`Xc kiXejd`jj`fe% @e k_\ gXjk Ôm\ p\Xij# dp Zfcc\X^l\j Xe[ @ Xk N_Xikfe _Xm\ \oXdè\[ _le[i\[j f] YiXe[j# k_fljXe[j f] e\nj Xik`Zc\j# Xe[ d`cc`fej f] gliZ_Xj\j% 8cc kf le[\ijkXe[ n_p g\fgc\ kXcb XYflk Xe[ j_Xi\ Z\ikXè k_è^j dfi\ k_Xe fk_\ij% 9p Xggcpè^ k_`j befnc\[^\ kf k_\ì fne gif[lZkj Xe[ `[\Xj# dXib\k\ij ef cfe^\i e\\[ kf i\cp fe ^\kkè^ clZbp fecè\2 k_\p ZXe ZiX]k ZfekX^`flj Zfek\ek k_Xk `j dfi\ c`b\cp kf [`]]lj\% N\Ëm\ ]fle[ k_Xk k_\i\ Xi\ jò b\p jk\gj kf dXbè^ ZfekX^`flj Zfek\ek# Xe[ n\Ëcc Y\ XeXcpqè^ k_\d è [\kX`c è X Yffb glYc`j_\[ e\ok p\Xi% ?\i\# @ nXek kf ^`m\ pfl Xe \Xicp èj`^_k èkf fe\ f] k_\ dfjk `dgfikXek%

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| SPRING 2013 3/12/13 6:03:42 PM

“You might imagine that positive emotions increase sharing and negative emotions decrease it. But it’s not that simple. People often actually share things that make them feel bad rather than good.” Fe `kj n\Yj`k\# k_\ E\n Pfib K`d\j c`jkj `kj Êdfjk \dX`c\[Ë Xik`Zc\j fm\i k_\ gXjk )+ _flij# n\\b# Xe[ dfek_% 9p Zf[è^ .#''' Xik`Zc\j fm\i X k_i\\$dfek_ g\i`f[ fe mXi`flj [`d\ej`fej# YXZb\[ Yp i`^fiflj jkXk`jk`ZXc XeXcpj\j# n\ ^Xè\[ Xe èj`^_k èkf n_Xk [i`m\j g\fgc\ kf j_Xi\% Fli i\jlckj ]fle[ k_Xk Xik`Zc\j# X[j# fi è]fidXk`fe k_Xk \mfb\ \dfk`fe è k_\ i\X[\i Xi\ Xifle[ )' g\iZ\ek dfi\ c`b\cp kf Y\ _`^_cp j_Xi\[% KXb\ k_\ jlZZ\jj f] :fZX$:fcXËj Ê?Xggè\jj DXZ_è\Ë X[m\ik`j\d\ek# fi 9i`k`j_ jè^\i JljXe 9fpc\# n_f \d\i^\[ ]ifd efn_\i\ kf Y\Zfd\ X mìXc j\ejXk`fe% N_Xk n\ j\\ è k_\j\ ZXj\j# Xe[ dXep dfi\# `j k_Xk ]\\cè^ [i`m\j j_Xiè^% 9lk fli i\jlckj Xcjf j_fn\[ k_Xk efk Xcc \dfk`fej [i`m\ j_Xiè^ \hlXccp% :\ikXè \dfk`fej èZi\Xj\ j_Xiè^ n_`c\ fk_\ij dXp XZklXccp [\Zi\Xj\ `k%

K_`j `j fecp fe\ f] k_\ èj`^_kj fli i\j\XiZ_ _Xj leZfm\i\[# Ylk `k _Xj Zc\Xi Xe[ `dgfikXek `dgc`ZXk`fej% N_\k_\i pflËi\ j\ccè^ jf[X# ZXi èjliXeZ\# fi X gi\j`[\ek`Xc ZXe[`[Xk\# \mfbè^ \dfk`fe èZi\Xj\j nfi[$f]$dflk_% 9lk n_\e k_èbè^ XYflk _fn kf \mfb\ \dfk`fe# dXb\ jli\ pfl lj\ XZk`mXkè^ iXk_\i k_Xe [\XZk`mXkè^ fe\j% Pfl nXek kf dXb\ g\fgc\ \oZ`k\[ iXk_\i k_Xe Zfek\ek% <m\e e\^Xk`m\ \dfk`fej ZXe [i`m\ j_Xiè^ `] _Xie\jj\[ Zfii\Zkcp% @] jfd\k_è^ dXb\j g\fgc\ ]\\c Xeîp# fi Xeo`flj# k_\pËcc Y\ dfi\ c`b\cp kf gXjj `k Xcfe^% Jf e\ok k`d\ pflËi\ k_èbè^ XYflk _fn kf dXb\ g\fgc\ j_Xi\ pfli fecè\ Zfek\ek# k_èb Y\pfe[ ZXkj Xe[ _pg\% 9p le[\ijkXe[è^ n_p g\fgc\ kXcb XYflk Xe[ j_Xi\ k_è^j# pfl ZXe dXb\ pfli fne Zfek\ek dfi\ ZfekX^`flj%

Pfl d`^_k `dX^è\ k_Xk gfj`k`m\ \dfk`fej èZi\Xj\ j_Xiè^ Xe[ e\^Xk`m\ \dfk`fej [\Zi\Xj\ `k% 9lk `kËj efk k_Xk j`dgc\% G\fgc\ f]k\e XZklXccp j_Xi\ k_è^j k_Xk dXb\ k_\d ]\\c YX[ iXk_\i k_Xe ^ff[% K_\ îl\jfd\ jkfip f] Afj\g_ Bfep k_\ L^Xe[Xe ^l\ii`ccX c\X[\i n_f ÊjkXii\[Ë è X m`[\f k_Xk Y\ZXd\ k_\ ]Xjk\jk \m\i kf i\XZ_ ('' d`cc`fe m`\nj fecè\ dXb\j g\fgc\ Xeîp# p\k X ]\n dfek_j X^f pfl Zflc[eËk ^f Xepn_\i\ fe k_\ n\Y n`k_flk j\\è^ `k [`jZljj\[% K_\ [`]]\i\eZ\ Y\kn\\e \dfk`fej k_Xk èZi\Xj\ Xe[ [\Zi\Xj\ j_Xiè^ `j jfd\k_è^ gjpZ_fcf^`jkj ZXcc Êg_pj`fcf^`ZXc XifljXc%Ë Jfd\ \dfk`fej# c`b\ \oZ`k\d\ek# Xi\ Xifljè^ fi XZk`mXkè^1 N_\e pfli glcj\ `j iXZè^ Xe[ pfli Ycff[ `j gldgè^# pflËi\ i\X[p ]fi XZk`fe% Fk_\i \dfk`fej Xi\ [\XZk`mXkè^% :fek\ekd\ek `j X gfj`k`m\ \dfk`fe Ylk `k [f\jeËk dXb\ pfl nXek kf [f m\ip dlZ_% Pfl d`^_k ]\\c î\Xk X]k\i X dXjjX^\# Ylk è k_Xk i\cXo\[ jkXk\ pfl aljk nXek kf gXlj\ Xe[ jfXb k_\ nfic[ è% <dfk`feXc XifljXc [i`m\j j_Xiè^% 8Zk`mXkè^ \dfk`fej c\X[j g\fgc\ kf j_Xi\ n_`c\ [\XZk`mXkè^ \dfk`fej i\[lZ\j j_Xiè^% K_\ jXd\ k_è^ `j kil\ ]fi e\^Xk`m\ \dfk`fej Xj n\cc% <m\i nfe[\i n_p g\fgc\ Xi\ dfi\ c`b\cp kf j_Xi\ Xe Xeîp Zljkfd\i j\im`Z\ \og\i`\eZ\ k_Xe jfd\k_è^ k_Xk dXb\j k_\d jX[6 8e^\i `j XZk`mXkè^ n_`c\ jX[e\jj `j [\XZk`mXkè^%

AfeX_ 9\i^\i1 N_p [f jfd\ k_è^j ^f mìXc# n_`c\ fk_\ij ]Xcc ÕXk6 N_Xk [i`m\j nfi[ f] dflk_6 K_fj\ Xi\ k_\ hl\jk`fej AfeX_ 9\i^\i _Xj j\k flk kf Xejn\i è _`j lgZfdè^ Yffb# :fekX^`flj1 N_p K_è^j :XkZ_ Fe% ?\ `j X Gif]\jjfi f] mìXc dXib\kè^ Xk K_\ N_Xikfe JZ_ffc Xk LG\ee%

SPRING 2013 |

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3/12/13 6:03:50 PM

Chris TAYLOR

Quiet:

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

“

Probably the most common – and damaging – misunderstanding about personality type is that introverts are antisocial and that extroverts are pro-social. … neither formulation is correct; introverts and extroverts are differently social.” Hl`\k# gX^\ ))-

K_\i\ Xi\ g\fgc\ fe pfli k\Xd n_f k_èb [\\gcp% K_\p n`cc ni\jkc\ n`k_ X gifYc\d cfe^\i k_Xe dfjk Xe[ k_\p \oZ\c è jkiXk\^`qè^ Xe[ jfcmè^ Zfdgc\o gifYc\dj% K_\p \e^X^\ è XZk`m`k`\j k_Xk Xc`ê n`k_ k_\ì Zfem`Zk`fej _ k_\ì Zfem`Zk`fej Xe[ kpg`ZXccp gi\j\ek fgè`fe fi èj`^_kj ]ifd X n\cc i\j\XiZ_\[# n\cc k_fl^_k flk gcXZ\% Nflc[ pfl c`b\ kf befn n_f k_\j\ g\fgc\ Xi\ è pfli fi^Xe`qXk`fe6 K_\pËi\ k_\ fe\j efk jg\Xbè^ lg Xk pfli k\Xd d\\kè^j% K_\pËi\ k_\ fe\j n_f n\i\ X^Xèjk pfli Èfg\e ZfeZ\gkÉ f]ÔZ\ cXpflk k_fl^_ pfl dXp efk _Xm\ _\Xi[ k_\d jXp jf % K_\p Xi\ pfli èkifm\ikj% N_\e @ jXp k_\ nfi[ Èèkifm\ikÉ# n_Xk Zfd\j kf dè[6 8]k\i _Xmè^ efn i\X[ Xe[ k_fifl^_cp \eafp\[ JljXe :XèËj Hl`\k1 K_\ Gfn\i f] @ekifm\ikj è X Nfic[ k_Xk :XeËk Jkfg KXcbè^# dp Xggi\Z`Xk`fe f] k_\ k\id _Xj Y\\e iX[`ZXccp Xck\i\[% Ef cfe^\i [f\j k_\ nfi[ Zfeali\ `dX^\j f] jfZ`Xc XnbnXi[e\jj Xe[ j_pe\jj# Ylk iXk_\i k_\ hl`\k ]fik`kl[\ k_Xk Zfd\j ]ifd jfd\fe\ è kflZ_ n`k_ X [\\g\i c\m\c f] k_fl^_k Xe[ i\Õ\Zk`fe Æ g\fgc\ n_f kXb\ jkfZb f] n_Xk k_\p jXp Y\]fi\ k_\p jXp `k Xe[ \e^X^\ è XZk`m`k`\j Xe[ Zfem\ijXk`fej k_Xk Xc`ê n`k_ k_\ì Zfem`Zk`fej% ;\jg`k\ k_\ ]XZk k_Xk @ekifm\ikj dXb\ lg *' Æ ,' f] k_\ gfglcXk`fe# n\Ëi\ c`mè^ è X [\Z`[\[cp <okifm\ik$Z\c\YiXkè^ k`d\ Xe[# Xj X i\jlck# jfd\ f] pfli kfg g\fgc\ Xi\ Y\è^ iX[`ZXccp le[\ilk`c`q\[ è pfli Yljè\jj k\Xd%

Golden Egg: All Things Being Equal

“

If we assume that quiet and loud people have roughly the same number of good (and bad) ideas, then we should worry if the louder and more forceful people always carry the day. … yet studies in group dynamics suggest that this is exactly what happens.” Hl`\k# gX^\ ,(

Fe\ f] dp ]Xmfi`k\ jkfi`\j ]ifd Hl`\k X Yffb# Yp k_\ nXp# cfX[\[ n`k_ jkl[`\j Xe[ Xe\Z[fk\j `j :XèËj \og\i`\eZ\ j`kkè^ è fe X Ôijk p\Xi ?XimXi[ 9ljè\jj JZ_ffc ZcXjj% K_\ \o\iZ`j\ j_\ nXj Xl[`kè^ nXj ZXcc\[ k_\ JlYXiZk`Z Jlim`mXc J`klXk`fe# X ifc\$gcXp j`klXk`fe è n_`Z_ k_\ ZcXjj d\dY\ij Xi\ glk èkf îflgj Xe[# Xj X k\Xd# Z_Xcc\e^\[ n`k_ iXebè^ k_\ `dgfikXeZ\ f] (, `k\dj k_Xk k_\p ÈjXcmX^\[ ]ifd k_\ì ZiXj_$cXe[\[ gcXe\É% K_\ ^fXc `j kf nfib jpe\i^`jk`ZXccp Æ Xjjld\[cp gffcè^ k_\ Zfcc\Zk`m\ befnc\[^\ f] k_\ îflg Æ kf iXeb k_\ `dgfikXeZ\ f] k_\ì jlggc`\j Xj Zcfj\cp kf X gif]\jj`feXcËj Xj gfjj`Yc\% @e k_`j gXik`ZlcXi ZcXjj# fe\ f] k_\ jkl[\ekj _X[ È\ok\ej`m\ \og\i`\eZ\ è k_\ Efik_\ie YXZbnff[j%É 9lk _\ nXj Xcjf X hl`\k g\ijfe% 8e èkifm\ik% K_\ îflg [`[eËk c`jk\e kf _`j jl^^\jk`fej èjk\X[ ]fccfnè^ k_\ ^l`[XeZ\ f] k_\ cfl[\jk d\dY\ij f] k_\ îflg # kf [`jXjkiflj i\jlckj%

SPRING 2013 |

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3/12/13 6:03:54 PM

Susan CAIN

Quiet (cont)

GEM #1: Rethink Group Think

“

We’re so impressed by the power of online collaboration that we’ve come to overvalue all group work at the expense of solo thought. We fail to realize that participating in an online working group is a form of solitude all its own.” Hl`\k# gX^\ /0

@e X[[`k`fe kf k_\ mfcld\ Xe[ Zfem`Zk`fe n`k_ n_`Z_ k_\p dXp j_Xi\ k_\ì `[\Xj# fe\ f] k_\ ]le[Xd\ekXc [`]]\i\eZ\j Y\kn\\e èkifm\ikj Xe[ \okifm\ikj `j k_\p nXp è n_`Z_ k_\p ^f XYflk jfcmè^ gifYc\dj% N_\i\ \okifm\ikj Xi\ hl`k\ _Xggp kf j`k Xifle[ X YfXi[iffd kXYc\# \e^X^è^ è [`Xcf^l\ Xe[ Yl`c[è^ f]] \XZ_ fk_\iËj `[\Xj# èkifm\ikj e\\[ jgXZ\ Xe[ k`d\ kf i\Õ\Zk fe X hl\jk`fe fi `jjl\ Y\]fi\ j_Xiè^ k_\ì ]lccp ]fid\[# n\cc k_fl^_k flk `[\Xj n`k_ k_\ i\jk f] k_\ k\Xd% 8cc k_\ Y\e\Ôkj k_Xk k_\ Èk_èbè^ flk cfl[É \okifm\ikj ^Xè ]ifd îflg \o\iZ`j\j# èkifm\ikj \og\i`\eZ\ k_ifl^_ `jfcXk\[ i\Õ\Zk`fe fi fe\$kf$fe\ Zfem\ijXk`fe% N_\e pfl Zfej`[\i k_Xk lg kf _Xc] f] pfli k\Xd dXk\j Xi\ XZklXccp èkifm\ikj Xe[ k_`j dXp èZcl[\ pfl k_`j d\Xej k_Xk kiX[`k`feXc ÈYiXèjkfidè^É \o\iZ`j\j# Xj n\ befn k_\d# ZXe d`jj flk fe kXggè^ jfd\ f] k_\ kfg `[\Xj ]ifd jdXik è[`m`[lXcj% N_\e pfli j`klXk`fe ZXccj ]fi k_\ Y\jk `[\Xj Æ efk aljk k_\ cfl[\jk fi dfjk `dgXjj`fe\[ Æ kip Xccfnè^ iffd ]fi g\fgc\ kf ^\e\iXk\ k_\ì fne `[\Xj# Y\]fi\ Xkk\dgkè^ kf ÈZfccXYfiXk\É Xj X îflg% ?Xmè^ k\Xd d\dY\ij jlYd`k k_\ì `[\Xj è ni`kè^# Y\]fi\ [`jZljj`fe# ZXe Y\ Xe \oZ\cc\ek Xe[ \Xjp nXp kf fg\e k_\ Õff[^Xk\j kf [`m\ij\ èglk%

GEM #2:

Time Outs

“

Restorative niche’ is Professor Little’s term for the place you go when you want to return to your true self.” Hl`\k# gX^\ )(0

@ekifm\ikj i\Z_Xi^\ Yp jg\e[è^ k`d\ fe k_\ì fne% <okifm\ikj i\Z_Xi^\ Yp Zfee\Zkè^ n`k_ fk_\i g\fgc\% I\^Xi[c\jj f] n_`Z_ ZXdg pfl ]Xcc èkf# m\ip ]\n f] lj `] Xep Xi\ ]fikleXk\ \efl^_ kf XlkfdXk`ZXccp ]`cc fli [Xpj n`k_ k_\ dò f] jfc`kl[\ Xe[ Zfee\Zk\[e\jj k_Xk c\Xm\j lj g\i]\Zkcp YXcXeZ\[% @kËj `dgfikXek# Xj :Xè \ogcXèj è Hl`\k# kf ]è[ k_fj\ k`d\j kf ÈYXcXeZ\É Yp \e^X^è^ è k_fj\ XZk`m`k`\j k_Xk dXkZ_ fli k\dg\iXd\ek% @] pflËi\ Xe èkifm\ik n_f jg\e[j pfli nfib [Xp n`k_ g\fgc\# [f pfli Y\jk kf ]è[ jfd\ hl`\k k`d\ Xk cleZ_# fi fe j_fik nXcbj Y\kn\\e XZk`m`k`\j% @] pflËi\ Xe \okifm\ik nfibè^ fe jfd\k_è^ k_Xk i\hlì\j cfe^ g\i`f[j f] `jfcXk`fe# kip kf Yl`c[ jfd\ èk\iXZk`fe èkf pfli [Xp Æ X^Xè# `k Zflc[ Y\ Xj c`kkc\ Xj X cleZ_ n`k_ X Zf$nfib\i fi ]i`\e[% Dfi\ `dgfikXek jk`cc# nfib Xk Y\è^ XnXi\ f] n_Xk i\Z_Xi^\j k_fj\ n_f Xi\ `dgfikXek è pfli c`]\ Æ Y\ `k X jgflj\# Z_`c[# Zf$nfib\i fi jlYfi[èXk\% ;f pfli Y\jk kf jlggfik k_\ì e\\[ ]fi ÈYXcXeZ\É Xe[ Æ è k_\ ZXj\ f] èkifm\ikj Æ [feËk kXb\ `k g\ijfeXccp n_\e k_\p e\\[ k`d\ Xcfe\ \m\ip feZ\ è X n_`c\% N_`c\ Hl`\k `j dfjk [\]è`k\cp X Yffb f] mXcl\ ]fi èkifm\ikj# `kËj Xcjf X î\Xk i\dè[\i ]fi k_\ i\jk f] lj k_Xk n\Ëi\ Xcc _ldXe% N\ Xcc _Xm\ nfe[\i]lc ]\Xkli\j k_Xk dXb\ lj le`hl\# Xe[ k_Xk k_fj\ Z_XiXZk\i`jk`Zj kilcp j_è\ n_\e n\Ëi\ ^`m\e k_\ fggfikle`kp kf Y\ fli eXkliXc j\cm\j%

“

If you’re a manager, remember that one third to one half of your workforce is probably introverted, whether they appear that way or not. … Make the most of introverts’ strengths – these are people who can help you think deeply, strategize, solve complex problems, and spot canaries in your coal mine.” Hl`\k# gX^\ )-,

Chris Taylor `j k_\ Gi\j`[\ek f] 8Zk`feXYc\ 9ffbj# X :XeX[`Xe ZfdgXep [\[`ZXk\[ kf gifm`[è^ Yljè\jj c\X[\ij n`k_ k_\ kffcj kf `dgifm\ k_\ì fne fi^Xe`qXk`feXc _\Xck_ k_ifl^_ Zfem\ijXk`fe Xe[ XZk`fe% C\Xie dfi\ Xk 8Zk`feXYc\9ffbj%Zfd%

10 | Spring2013_V14.indd 10

| SPRING 2013 3/12/13 6:03:54 PM

We see more than jobs. We see careers.

If you want access to the largest pool of accounting professionals in B.C., look no further than CGAjobs.org. Whether you’re an HR professional looking to hire the best accountants or a CGA student looking for a rewarding career, CGAjobs.org is your hub. Using CGAjobs.org puts career opportunities in front of qualified professionals to ensure you get what you need. Gain access to the breadth of knowledge and experience that a Certiﬁed General Accountant adds. Get connected today. Go to CGAjobs.org.

LEADERSHIP

Spring2013_V14.indd 11

EFFICIENCY

PRODUCTIVITY

S U S TA I N A B I L I T Y

We see more than numbers.

MANAGING RISK

3/12/13 6:04:33 PM

The Underdog Advantage By Peter Aceto

Winning the Stanley Cup

`j ef \Xjp kXjb% Efn `dX^è\ n_Xk `kËj c`b\ ]fi X k\Xd è X cXe[ n`k_flk jefn fi \m\e `Z\ n\cc# lec\jj pfl [i`m\ lg kf k_\ dflekXèj 9lk n_\e k_\p ÔeXccp nfe X]k\i ++ p\Xij f] ]iXeZ_`j\ _`jkfip Xe[ Xj k_\ cXjk k\Xd kf dXb\ k_\ gcXpf]]j cXjk p\Xi# k_\ C8 Bè^j gifm\[ k_Xk m`Zkfip nXj k_Xk dlZ_ jn\\k\i% @ [feËk befn XYflk pfl# Ylk @ cfm\ le[\i[f^ jkfi`\j @e dfm`\j# è jgfikj# Xe[ è Yljè\jj Æ k_\i\ `j efk_è^ dfi\ \oZ`kè^ k_Xe kf j\\ k_\ jdXcc ^lp kXbè^ fe k_\ Y`^ ^lp Æ Xe[ nèeè^% K_XkËj n_Xk ^`m\j Xe le[\i[f^ `kj gfn\i# ]ifd k_\ jkfi`\j f] ;Xm`[ mj% >fc`Xk_ kf C\fe`[XjË *''# kf k_\ Bè^jË i\Z\ek nè# Xe[ g\i_Xgj D`Zifjf]k mj% 8ggc\# k_\i\ `j Xe leY\XkXYc\ j\ej\ f] [i`m\ k_Xk ]l\cj le[\i[f^j% @kËj Xe \e\i^p k_Xk ef fe\ \cj\ ZXe j\\ Ylk pfl ZXe Z\ikXècp ]\\c# Xe[ `kËj \c\Zki`Z% Le[\i[f^j fm\iZfd\ î\Xk f[[j k_ifl^_ gXjj`fe Xe[ [\k\idèXk`fe% @ nfe[\i\[ ]fi X cfe^ k`d\ n_\i\ k_Xk gXjj`fe jk\dj ]ifd Æ Zflc[ `k Y\ XYflk _Xmè^ jfd\k_è^ kf gifm\6 >ifnè^ lg# @ _X[ X [`]ÔZlck i\cXk`fej_`g n`k_ dp ]Xk_\i# n_`Z_ c\[ kf _Xmè^ X jkife^ [\jì\ kf gifm\ dpj\c]# kf Y\ jlZZ\jj]lc% @ Y\ZXd\ X cXnp\i è X Y`^ [fnekfne Ôid# nfib\[ -$. [Xpj X n\\b# (+$(, _flij X [Xp Xe[ nXj efk ki\Xk\[ gXik`ZlcXicp n\cc% N_\e @ nXj kfc[ k_Xk @ nflc[ efk Y\ _ì\[ YXZb kf Zfekèl\ n`k_ k_\ Ôid# @ ]\ck X ^`^Xek`Z j\ej\ f] [`jXggfèkd\ek% G\i_Xgj k_fj\ \og\i`\eZ\j _Xm\ Y\Zfd\ Y`^ X[mXekX^\j% G\i_Xgj k_\p c\[ d\ kf glj_ k_Xk dlZ_ _Xi[\i Xe[ kf Zi\Xk\ dp fne gXk_%

12 | Spring2013_V14.indd 12

| SPRING 2013 3/12/13 6:04:42 PM

8ibX[` Bl_cdXee# k_\ ]fle[\i f] @E> ;@I<:K _X[ X g_`cfjfg_p ]fi _ìè^ k_\ i`^_k g\fgc\% ?\ kXcbj XYflk `k è _`j Yffb# K_\ FiXe^\ :f[\% K_\ ZXe[`[Xk\j n`k_ k_\ g\i]\Zk i\jld\j# Zi\[\ek`Xcj fi jZ_ffcj# n_`c\ `dgi\jj`m\# Xk k`d\j cXZb\[ k_\ èkXe^`Yc\j _\ [\\d\[ \jj\ek`Xc% ?\ nXek\[ k_fj\ n`k_ j`ê`ÔZXek [`jXggfèkd\ekj è k_\ì c`m\j# k_fj\ n`k_ jZXij# [\ekj Xe[ Yc\d`j_\j# Y\ZXlj\ _\ Y\c`\m\[ k_Xk k_fj\ kfl^_ c`]\ \og\i`\eZ\j dX[\ k_\d _leîp% G\i_Xgj k_XkËj n_Xk _\ jXn n_\e _\ [\Z`[\[ kf kXb\ X Z_XeZ\ fe d\ (- p\Xij X^f% @k [f\jeËk dXkk\i n_p fi _fn jfd\fe\ Y\Zfd\j Xe le[\i[f^% N_Xk dXkk\ij `j k_Xk le[\i[f^j XcnXpj# XcnXpj _Xm\ X Z_XeZ\ kf nè @e ]XZk# X[Xgkè^ Xe le[\i[f^ d\ekXc`kp nfibj kf fli X[mXekX^\ Xk @E> ;@I<:K% N\ XlkfdXk`ZXccp ]\\c `k fe X gjpZ_fcf^`ZXc c\m\c% @k dXb\j lj dfm\ ]Xjk\i# kip _Xi[\i Xe[ k_èb jdXik\i% @kËj gfn\i]lc Xe[ `kËj k_\ jkl]] k_Xk dXb\j k_è^j _Xgg\e Xe[ Xccfnj lj kf i\gc`ZXk\ jlZZ\jj% K_\i\ `j X î\Xk [\Xc f] mXcl\ è k_\ Zfee\Zk`fe n\ dXb\ n`k_ le[\i[f^j% <m\ip m`ccXè _Xj X _\if Xe[ Zc\Xicp n\ Xcc nXek k_\ _\if kf nè% K_èb Clb\ JbpnXcb\i Xe[ ;Xik_ MX[\i%

[f n\ dXèkXè k_Xk \c\Zki`Z \e\i^p k_Xk le[\i[f^j _Xm\6 P\j# n\ Z\c\YiXk\ k_\ nèj Æ n\ gXk flij\cm\j fe k_\ YXZb% 9lk k_\e n\ dfm\ fe# hl`Zbcp Æ Xj k_\i\ `j jf dlZ_ nfib jk`cc kf Y\ [fe\% N\ jkXp e`dYc\% N\ Zfdd`k kf g\ij`jk\ek Xe[ gfj`k`m\ Z_Xe^\% N\ dXb\ dfi\ `[\Xj _Xgg\e% N\ i\dè[ flij\cm\j f] fli _ldYc\ Y\^èeè^j% N\ \og\Zk k\Xd d\dY\ij kf Z_Xcc\e^\ fli k_èbè^% 8e[ n\ jlggfik X ZfigfiXk\ Zlckli\ f] li^\eZp% Le[\i[f^j j`dgcp kip _Xi[\i% Le[\i[f^j Z_Xcc\e^\ k_\ Zfem\ek`feXc n`j[fd# Yi\Xb k_\ ilc\j# [`jilgk k_\ jkXklj hlf# Xe[ dXb\ X [\ek è jfZ`\kp% Le[\i[f^j [f è ]XZk# gi\mX`c%

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\[ ;ì\Zk KXcb n`k_ G\k\i 8Z\kf Ycf^%è^[ì\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

@E> ;@I<:K nXj ]fle[\[ kf Z_Xcc\e^\ k_\ YXebè^ è[ljkip# kf i\$ZfejkilZk k_\ gifZ\jj# k_\ gif[lZk Xe[ kf \[lZXk\ Zfejld\ij XYflk dXbè^ jdXik\i Z_f`Z\j i\^Xi[è^ k_\ì _Xi[ \Xie\[ dfe\p% 8ibX[` jX`[ `k Y\jk ÈPfl ZXeËk Y\ Xe flkc`\i lec\jj pfl nXek kf XZklXccp klie k_\ kXYc\j lgj`[\ [fne%É =fi (, p\Xij# n\ _Xm\ [fe\ \oXZkcp k_Xk% 9p i\dXèè^ \eki\gi\e\li`Xc Xe[ _leîp# n\Ëm\ Y\\e XYc\ kf Ôe[ jlZZ\jj Xdfe^ k_\ ^`Xekj f] fli è[ljkip Æ \jkXYc`j_\[ Yljè\jj\j n`k_ j`ê`ÔZXek i\jfliZ\j Xe[ Yl[^\kj# (,' p\Xij f] _`jkfip Xe[ ff[c\j f] dXib\k j_Xi\% N\ cfm\ k_\ Z_Xcc\e^\ f] k_\ le[\i[f^% 9lk îfnk_ Xe[ jlZZ\jj _Xm\ k_\ì [Xe^\ij% K_\i\Ëj X îXè f] kilk_ è fe\ f] 8e[i\n >ifm\Ëj ]Xdflj hlfkXk`fej# ÈJlZZ\jj Yi\\[j ZfdgcXZ\eZp% :fdgcXZ\eZp Yi\\[j ]X`cli\% Fecp k_\ gXiXef`[ jlim`m\%É GXiXef`X d`^_k Y\ X c`kkc\ \oZ\jj`m\# Ylk n\ [f e\\[ kf Y\ Xc\ik% :fdgcXZ\eZp `j X Y`^ i`jb% Dp afY Xj k_\ c\X[\i f] @E> ;@I<:K è :XeX[X `j kf dXèkXè k_\ le[\i[f^ d\ekXc`kp n\ jkXik\[ n`k_ (- p\Xij X^f# X]k\i j`ê`ÔZXek d`c\jkfe\j# dfi\ k_Xe (''' \dgcfp\\j Xe[ X Zfej`jk\ek îfnk_ è dXib\k j_Xi\% N\ j`dgcp ZXeËk kXb\ fli ]\\k f]] k_\ ^Xj feZ\ jfd\k_è^ î\Xk _Xj Y\\e Zi\Xk\[% 9lk _fn

Bruce Bennett/Getty Images

SPRING 2013 |

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| 13 3/12/13 6:04:44 PM

Are You Making Sales or Measuring Sales Activity? BY Jeffrey

14 | Spring2013_V14.indd 14

Gitomer

| SPRING 2013 3/12/13 6:04:55 PM

The amount of time management spends measuring sales activity Xe[ jXc\jg\fgc\ fi [ldY\i# k_\ IF@ f] jfd\ èm\jkd\ek k_\p dX[\ è :ID # `j ^\e\iXccp nXjk\[ \]]fik% K_\ jXd\ Xdflek f] k`d\ Zflc[ Y\ èm\jk\[ è dXbè^ d`cc`fej f] [fccXij nfik_ f] jXc\j `] k_\ jXc\jg\ijfe nXj aljk gfèk\[ è k_\ i`^_k [ì\Zk`fe# Xe[ kiXè\[ n_Xk Ã&#x2C6;kf gif[lZ\Ã&#x2030; iXk_\i k_Xe n_Xk Ã&#x2C6;kf [f%Ã&#x2030; r )PX EP ZPV NFBTVSF TBMFT TVDDFTT r 8IBU T PO ZPVS TBMFT EBTICPBSE r 8IBU T PO ZPVS NBOBHFS T TBMFT EBTICPBSE Dfjk [Xj_YfXi[j Y`^ g`Zkli\ eldY\ij Xi\ ]lcc f] lj\c\jj è]fidXk`fe k_Xk fecp c\X[ kf [\gi\jj`fe Xe[ gfjkè^ pfli i\jld\ fecè\ le[\i Xe Xjjld\[ eXd\% I<JLCK1 Pfl ZXe ^\k Xefk_\i jXc\j afY ljè^ jfd\ fk_\i lj\c\jj [Xj_YfXi[% @kÃ&#x2039;j efk fecp ]iljkiXkè^2 `kÃ&#x2039;j Xcjf ZXi\\i jk`Ã&#x2022;è^% DXpY\ @Ã&#x2039;d fc[$]Xj_`fe\[# Ylk @ d\Xjli\ jXc\j è *%, nXpj1 )PX NBOZ TBMFT EJE ZPV NBLF 8IBU XBT UIF EPMMBS BNPVOU 8IBU XBT UIF QSPÃ U 8IBU XBT UIF TPVSDF PG UIF TBMF 8cc fk_\i d\Xjli\d\ekj gXc\ Yp ZfdgXi`jfe% K_\i\ Xi\ dXep jXc\j dXeX^\ij n_f d\Xjli\ Ã&#x2C6;XZk`m`kp%Ã&#x2030; :fdgc\k\ nXjk\ f] k`d\% @] pflÃ&#x2039;i\ ZfdgXiè^ X jXc\jg\ijfe n_f dXb\j ('' Zfc[ ZXccj X [Xp Ylk q\if jXc\j kf X jXc\jg\ijfe n_f dXb\j fe\ Xggfèk\[ jXc\j ZXcc ]ifd X i\]\iiXc Xe[ dXb\j fe\ jXc\# n_XkÃ&#x2039;j k_\ d\Xjli\d\ek6 N`cc k_\ dXeX^\i p\cc Xk k_\ ^lp n_f dX[\ k_\ jXc\6 N`cc k_\ dXeX^\i ZfeîXklcXk\ k_\ jXc\jg\ijfe k_Xk dX[\ ('' Zfc[ ZXccj Ylk ef jXc\6 K_\ ('' Zfc[ ZXccj Zfdgc\k\[ k_\ XZk`m`kp i\hlì\d\ek# Ylk _X[ X q\if i\klie# p\k _`j [Xj_YfXi[ n`cc j_fn _\ dX[\ ('' Zfc[ ZXccj% K_\ dXeX^\i n`cc jXp# Ã&#x2C6;>i\Xk afY 9fY B\\g lg k_\ ^ff[ nfib% @kÃ&#x2039;j Xcc è k_\ eldY\ij# Xe[ \m\eklXccp pfli eldY\ij n`cc ZXkZ_ lg kf pfli XZk`m`kp%Ã&#x2030; K_`j `j efk aljk XYjli[# `kÃ&#x2039;j Xcjf gXk_\k`Z% 8e[ nfij\# k_\ jXc\j dXeX^\i n`cc Zi`k`Z`q\ k_\ ^lp n_f dX[\ k_\ jXc\ Y\ZXlj\ _\ nXjeÃ&#x2039;k Ã&#x2C6;XZk`m\ \efl^_%Ã&#x2030; P@B<J @ dXp Y\ fc[ ]Xj_`fe\[# Ylk @Ã&#x2039;d giX^dXk`Z# \jg\Z`Xccp XYflk k_\ jXc\j gifZ\jj% D\Xjli\ jXc\j# efk XZk`m`kp% D\Xjli\ [fccXij# efk XZk`m`kp% D\Xjli\ gifÃ&#x201D;k# efk XZk`m`kp% ;fZld\ek jfliZ\j# efk XZk`m`kp% @ [feÃ&#x2039;k ZXi\ XYflk XZk`m`kp# \m\e k_fl^_ XZk`m`kp dXp \m\eklXccp c\X[ kf i\jlckj% K_\ i\Xc hl\jk`fe `j1 n_Xk bè[ f] i\jlckj6 @] pfl _Xm\ kf d\Xjli\ X jXc\jg\ijfeÃ&#x2039;j [X`cp XZk`m`kp# pfl _Xm\ _ì\[ k_\ nife^ jXc\jg\ijfe fi nfij\ k_\ nife^ dXeX^\i% * EPO U XBOU BDUJWJUZ * XBOU QSPBDUJWJUZ * EPO U XBOU BDUJWJUZ * XBOU QSPEVDUJWJUZ * EPO U XBOU BDUJWJUZ * XBOU QSPÃ U N_\e pfl le[\ijkXe[ k_\ [`]]\i\eZ\ Y\kn\\e XZk`m`kp# gifXZk`m`kp#

SPRING 2013 |

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| 15 3/12/13 6:05:06 PM

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8 jXc\jg\ijfe fi X jXc\j dXeX^\i cffbè^ Xk XZk`m`kp n`k_flk le[\ijkXe[è^ n_Xk k_\ XZk`m`kp XZklXccp `j# fi gif[lZ\j# `j YXj`ZXccp jkXiè^ Xk X YcXZb _fc\ Æ Xe[ nfij\# YcXdè^ jfd\ fe\ fi jfd\ k_è^# iXk_\i k_Xe kXbè^ i\jgfej`Y`c`kp kf jkl[p ÈN_Xk Xd @ [fè^ n`k_ dp k`d\6É fi Y\kk\i È?fn Xd @ èm\jkè^ dp k`d\6É

È?`^_\jk Xe[ Y\jk lj\ f] k`d\#É k`\j kf^\k_\i g\i]\Zkcp# n`k_ Ègif[lZk`m`kp#É Xe[ _Xj efk_`e^ kf [f n`k_ ÈXZk`m`kp%É

?\i\ Xi\ jfd\ d\Xjli\d\ekj kf leZfm\i I<8C@KP1 r *T UIJT UIF IJHIFTU CFTU VTF PG NZ UJNF r 8JMM UIJT QSPEVDF UIF CFTU SFTVMUT GPS NZ JOWFTUFE UJNF r *T UIFSF B CFUUFS XBZ GPS NF UP BDIJFWF B IJHIFS SFTVMU r "N * GSVTUSBUFE XJUI UIJT BDUJWJUZ r *T UIJT BDUJWJUZ QSPEVDJOH TBMFT r *T UIJT BDUJWJUZ QSPEVDJOH QSPàU r *T UIJT BDUJWJUZ HFUUJOH UP NZ BUUJUVEF r "N * CFJOH SFKFDUFE TP PGUFO UIBU * N CFDPNJOH SFMVDUBOU UP QJDL VQ UIF QIPOF r 8IFO * HP IPNF BU OJHIU XIBU T NZ GFFMJOH BCPVU NZ KPC r 8IFO * HP IPNF BU OJHIU XIBU T NZ GFFMJOH BCPVU NZ CPTT r 8IFO * HP IPNF BU OJHIU XIBU T NZ GFFMJOH BCPVU NZ GVUVSF

Efn k_Xk @Ëm\ Yli`\[ XZk`m`kp# k`d\ dXeX^\d\ek# Xe[ Zfc[ ZXccj# `kËj k`d\ kf dfm\ fe kf g`g\cè\% N_\e K_\ KlY\j i\Zfi[\[ K_\ :fdgc\k`fe 9XZbnXi[ GièZ`gc\ è k_\ \Xicp Ë/'j# k_\ì _`k jfe^# ÈKXcb kf Pfl CXk\i#É nXj X jXkì`ZXc Zfdd\ek fe _fn YXZbnXi[j gfc`k`Zj nXj% Jf# k_\p jkXik\[ Xk k_\ Zfi\ Xe[ nfib\[ ]finXi[ kf jfZ`\kp% @ Zi\Xk\[ X j`d`cXi YXZbnXi[ gièZ`gc\ fe XZZ`[\ek è k_\ \Xicp Ë-'j% @ nXj ileeè^ dp [X[Ëj b`kZ_\e ZXYè\k ]XZkfip# Xe[ k_\ flkglk gif[lZk`fe ^fXc nXj )'' ZXYè\k [ffij g\i [Xp% Jfd\_fn @ be\n `] n\ [`[eËk Zlk Xe[ gi\gXi\ )'' [ffij X [Xp n\ Zflc[ e\m\i gif[lZ\ k_\d% Jf @ jkXik\[ n`k_ ÈZlkkè^É iXk_\i k_Xe d\Xjliè^ XZk`m`kp% Jligi`j\# jligi`j\# feZ\ @ Èd\Xjli\[É )'' [ffij Zlk# @ \e[\[ k_\ [Xp n`k_ )'' [ffij gif[lZ\[% Ef ifZb\k jZ`\eZ\ k_\i\% @kËj k_\ jXd\ è jXc\j% @] pfli ^fXc `j knf jXc\j X n\\b# Xe[ `k kXb\j ]fli Xggfèkd\ekj kf ^\k fe\ jXc\# k_\e pfl e\\[ \`^_k Xggfèkd\ekj% @] `k kXb\j ]fli ZXccj kf dXb\ fe\ Xggfèkd\ek# k_\e k_\ ^fXc `j EFK knf jXc\j# k_\ d`jj`fe `j k_ìkp knf ZXccj% ;l_% >fk XZk`m`kp6 Fi ^fk jXc\j6 >\k i\Xc%

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\ccè^# 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] >\kkè^ Pfli NXp# K_\ C`kkc\ GcXkèld 9ffb f] :_X$:_è^# 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\# nnn%^`kfd\i%Zfd# n`cc c\X[ pfl kf dfi\ è]fidXk`fe XYflk kiXèè^#j\dèXij# Xe[ n\YèXij $ fi \dX`c _`d g\ijfeXccp Xk jXc\jdXe7^`kfd\i%Zfd

16 | Spring2013_V14.indd 16

| SPRING 2013 3/12/13 6:05:10 PM

COVERING OUR COMMUNITY With combined unique visitors of 2,306,000* on vancouversun.com and theprovince.com, a combined daily print readership of 715,000**adults 18+ and reach into the South Asian and Asian marketplace, our brands have Metro Vancouver blanketed.

To advertise, please contact your Multi-Media Sales Consultant today. 604-605-2476 or sunprovince.com

*comScore December 2012 average 3 months **NADbank 2011

Spring2013_V14.indd 17

3/12/13 6:05:14 PM

By Martin Lindstrom

What

CEOs can learn from

SIBERIAN

teenagers

Understanding people through direct experience _ Xj Y\Zfd\ X ]fi^fkk\e gXik f] 8d\i`ZXe Yljè\jj% ?\i\Ëj _fn jkiXe^\ij ZXe Xe[ j_flc[ _\cg j_Xg\ YiXe[j% 8j @ ZiXnc\[ lg kf k_\ (0k_ Õffi# jkldYcè^ fm\i Yifb\e ^cXjj# fc[ Y\\i ZXej# iXk [ifggè^j# Xe[ X jd\cc k_Xk dX[\ d\ ^X^# @ ]fle[ dp nXp kf XgXikd\ek eldY\i (0)0+$$dp _fd\ ]fi k_\ e\ok knf [Xpj% K_\ [ffiY\cc nXj Yifb\e# Xe[ k_\ [ffi nXj YXii\[ c`b\ k_\ mXlck f] X eXk`feXc YXeb% @ befZb\[ cfl[ \efl^_ kf Y\ _\Xi[# @ _fg\[# XYfm\ k_\ YcXjkè^ dlj`Z% K_i\\ pfle^ Iljj`Xe k\\eX^\ Yfpj n\cZfd\[ d\$$k_\p n\i\ \og\Zkè^ d\% Fm\i k_\ e\ok Zflgc\ f] [Xpj @ nXj kf c`m\ Xcfe^j`[\ k_\j\ ^lpj% @ nflc[ \Xk n`k_ k_\d# ^f kf nfib n`k_ k_\d# Xe[ afè k_\d fe iXe[fd flkè^j n`k_ Xe \dg_Xj`j fe Ôe[è^ ^ìcj% @ nflc[ c`m\ Xj dlZ_ c`b\ k_\d Xj gfjj`Yc\% K_ifl^_flk k_\ gifZ\jj @ jlii\gk`k`fljcp kffb efk\j# j_fk _le[i\[j f] g_fkfj# Xe[ jcfncp Y\^Xe kf ^\k Xe èbcè^ f] _fn k\\eX^\ij è J`Y\i`X c`m\% K_`j nXj efk k_\ Ôijk jlZ_ _fd\ @ _X[ m`j`k\[% Fm\i knf n\\bj @Ë[ kiXm\c\[ ]ifd Z`kp kf Z`kp# jg\e[è^ [Xpj n`k_ [`]]\i\ek îflgj f] pfle^ d\e è k_\ì fne \emìfed\ekj% @Ëd X g\ijfe n_fËj Zfd]fikXYc\ fejkX^\ ileeè^ nfibj_fgj ]fi _le[i\[j# `] efk k_fljXe[j f] g\fgc\% @ Xd lj\[ kf ]i\hl\ekè^ nff[$gXe\c\[ YfXi[iffdj Xe[ ^\ek\\c i\jkXliXekj% =fi k_`j ki`g# @ j\i`fljcp [i\jj\[ [fne$$i\dfmè^ dp c`d`k\[$\[`k`fe nXkZ_ Xe[ \oZ_Xe^è^ dp jdXikg_fe\ ]fi X cfZXc YiXe[ @Ë[ e\m\i \m\e _\Xi[ f]% 8cc @ ZXii`\[ nXj X gcXjk`Z YX^ n`k_ k_\ e\Z\jj`k`\j f] c`]\$$X [`jgfjXYc\ j_Xm\i# X klY\ f] cfZXc kffk_gXjk\# Xe[ jfd\ efe$YiXe[\[ le[\in\Xi%

18 | Spring2013_V14.indd 18

| SPRING 2013 3/12/13 6:05:18 PM

Dp d`jj`fe nXj kf [\k\idè\ k_\ \dfk`feXc jgXZ\ X e\n mf[bX YiXe[ Zflc[ jlZZ\jj]lccp fZZlgp# è X dXib\k f] dfi\ k_Xe *#''' [`]]\i\ek YiXe[j ZfekXèè^ ,#''' [`]]\i\ek ÕXmfij p\j# pfl i\X[ Zfii\Zkcp $$le[flYk\[cp k_\ dfjk Zfdg\k`k`m\ mf[bX dXib\k è k_\ nfic[% K_\ afY nXjeËk leljlXc ]fi d\% @ [fm\ èkf `k Xj jffe Xj @ Y\ZXd\ XnXi\ k_Xk k_\ ZfigfiXk\ nfic[ _Xj cfjk ZfekXZk n`k_ k_\ì Yfjj\j$$k_\ eXd\c\jj# ]XZ\c\jj Xidp f] Zfejld\ij% 8jb Xep :<F n_\e k_\p cXjk jg\ek k`d\ n`k_ k_fj\ n_f lj\ k_\ì YiXe[j# gXik`ZlcXicp è k_\ Zfejld\ijË _fd\ \emìfed\ek2 @ [feËk k_èb @Ë[ Y\ kff ]Xi f]] k_\ dXib `] k_\ kpg`ZXc i\jgfej\ nflc[ Y\ X YcXeb jkXi\% @] k_`j jZ\eXi`f n\i\ fecp Xggc`\[ kf k_\ :<F# k_\ gifYc\d nflc[eËk Y\ k_Xk j\i`flj% ?fn\m\i# e\`k_\i k_\ :DF efi k_\ èefmXk`fe Xe[ fg\iXk`fej g\fgc\ nflc[ befn Xep Y\kk\i n_Xk @ Xd kXcbè^ XYflk% Efk \m\e k_\ i\j\XiZ_ fi X^\eZp g\fgc\ nflc[ befn dlZ_ dfi\% Aljk jg\e[è^ k`d\ n`k_ X e`\Z\ fi Xe leZc\ `j efk \efl^_% N`m\j# ^ff[ ]i`\e[j# Xe[ Z_`c[i\e [f efk Zflek% E\`k_\i [f\j jg\e[è^ X Zflgc\ f] _flij n`k_ X ]fZlj îflg% @Ëd kXcbè^ hlXc`kp k`d\# è k_\ _fd\ f] k_\ Zfejld\i# j_Xiè^ k_\ì c`]\% N\Ëm\ Y\Zfd\ XZZljkfd\[ kf i\X[è^ i\gfikj# ]fccfnè^ jkXk`jk`Zj# jkl[pè^ ki\e[ fm\im`\nj# Xe[ jg\e[è^ k`d\ n`k_ \e[c\jj ]fZlj îflg èk\im`\nj% P\k k_\ jX[ i\Xc`kp `j k_Xk ]\n g\fgc\ è Yljè\jj i\Xccp befn k_\ Zfejld\i Xep dfi\% N\ k_èb n\Ëi\ è ZfekXZk# Ylk è k_\ jXd\ nXp n\ Xcc dXp ]\\c pfle^ èj`[\# k`d\ _Xj n\cc Xe[ kilcp dfm\[ fe% <k_efîXg_`Z m`j`kj# Xj jfd\ ZXcc k_`j XggifXZ_# `j efk jf dlZ_ XYflk èk\im`\nè^ Ylk XYflk c`jk\eè^# fYj\imè^# k_\e jlggfikè^ k_\ fYj\imXk`fej n`k_ n\cc$gcXZ\[ hl\jk`fej kf _\cg dXb\ j\ej\ f] `k Xcc% @Ëm\ jg\ek k`d\ n`k_ gi\êXek nfd\e è 9iXq`c# dfk_\ij n`k_ X n_fc\ cfk f] b`[j è =iXeZ\# Zf]]\\ [ièb\ij è k_\ G_`c`ggè\j# YXeb\ij è >\idXep# jf[X [ièb\ij è k_\ L%J%# Xe[ Z_\\j\ Yl]]j è ;\edXib% @dd\ij\[ è k_\ [`m\ij`kp f] g\fgc\# eXk`feXc`k`\j# ZlckliXc fi`\ekXk`fej# jfd\k_è^ j_`]k\[ ]fi d\% @Ëm\ Y\^le ]fZljè^ fe jlYk\ok Xe[ _Xm\ Y\Zfd\ gi\kkp ^ff[ Xk i\X[è^ Y\kn\\e k_\ cè\j% @ ZXkZ_

k_\ dfk_\i elijè^ _\i pfle^ YXYp kXb\ X hl`Zb ^cXeZ\ Xk _\i Z\cc g_fe\ kf j\\ `] j_\ _Xj Xep d\jjX^\j$$X jdXcc [\kX`c k_Xk nflc[ ef [flYk Y\ f] èk\i\jk kf YXYp ]ff[ dXel]XZkli\ij n_f nXek kf kXi^\k k_\ì d\jjX^\j% @ efk`Z\ k_\ jdXcc [\kX`cj k_Xk dXb\ X Y`^ [`]]\i\eZ\# c`b\ k_\ :_è\j\ ]Xd`cp n_f niXgj Xcc k_\ì i\dfk\ Zfekifcj è gcXjk`Z% K_`j ]XZk dXp Zfd\ è _Xe[p n_\e ZfdgXe`\j [\m\cfg e\n i\dfk\j% K_\e k_\i\ nXj k_\ ZXj\ f] k_i\\ Iljj`Xe ^lpj n_f# è X [ileb\e dfd\ek# X[d`kk\[ kf _Xkè^ k_\ kXjk\ f] mf[bX% N_`Z_ Yiè^j d\ YXZb kf J`Y\i`X% @e k_\ knf [Xpj @ jg\ek n`k_ k_\ k\\ej# @ Y\^Xe kf ^\k X ^ff[ j\ej\ f] k_\ì c`m\j% @ ^fk X j\ej\ f] n_Xk ki`^^\i\[ k_\ì \dfk`fej% @ ^fk X c`kkc\ Zcfj\i kf le[\ijkXe[è^ n_Xk X mf[bX ZfdgXep e\\[j kf [f kf jkXe[ flk è k_\ Zifn[ f] )#000 fk_\i mf[bX YiXe[j% @ c\Xie\[ k_\ gjpZ_fcf^p f] k_\ Z_\\iè^ i`klXc# k_\ gi\jjli\ pfle^ Iljj`Xe d\e Xi\ le[\i n_\e ^fè^ flk# Xe[ k_\ì f]k\e [`jkliYè^ ]Xd`cp j`klXk`fej% @ le[\ijkff[ k_\ [\Z`j`fe$dXbè^ gifZ\jj\j Xk gcXp è Ylpè^ fe\ mf[bX YiXe[ fm\i Xefk_\i% Fm\i k_\ dXep _le[i\[j f] \k_efîXg_`Z m`j`kj @Ëm\ dX[\ fm\i k_\ p\Xij# @Ëd jcfncp i\Xc`qè^ k_Xk dp èjkèZkj _Xm\ `dgifm\[ hl`k\ [iXdXk`ZXccp% <m\e Y\]fi\ @ befZb\[ fe k_\ ]ifek [ffi f] k_\ XgXikd\ek è J`Y\i`X# @ be\n n_Xk @ _X[ kf cffb ]fi% 8e[ k_\e @ be\n n_Xk `k d\Xek ]fi k_\ YiXe[% @kËj efk jfd\k_è^ k_Xk _Xgg\ej fm\ie`^_k2 iXk_\i `kËj X jb`cc k_Xk pfl [\m\cfg fm\i k`d\% @] pfl i\Xccp Y\c`\m\ k_Xk k_\ Zfejld\i `j pfli Yfjj$$Xe[ pfl j_flc[ è c`^_k f] k_\ ]XZk k_Xk Xk k_\ \e[ f] k_\ [Xp# k_\ Zfejld\i `j Zfeki`Ylkè^ kf pfli gXpZ_\Zb$$k_\e jli\cp `k dXb\j X n_fc\ cfk f] j\ej\ kf jg\e[ k`d\ n`k_ k_\d% È@Ëd kff Yljp#É k_\p dXp èk\ia\Zk% N\cc# n_Xk k_\p e\\[ kf Zfej`[\i `j `] k_\p ZXe XZklXccp X]]fi[ efk kf% K_\ i\Xc`kp `j k_Xk Xj n\Ëm\ Y\Zfd\ èZi\Xjè^cp k`d\ gffi# n\ dXp Y\ ]X`cè^ è fli gi`dXip fYa\Zk`m\$$kf Yl`c[ YiXe[j n_`Z_ g\fgc\ i\Xccp ZXi\ ]fi% Jf# ^\k flk k_\i\ K_\ nfijk k_Xk ZXe _Xgg\e `j k_Xk pfl c\Xie n_Xk c`]\ `j Xcc XYflk% @kËj jfd\k_è^ k_Xk @ Zfekèl\ kf [f# Xe[ @ [f efk i\î\k `k ]fi fe\ dfd\ek%

DXikè Cè[jkifd# I\Z`g`\ek f] K@D< DX^Xqè\Ëj ÈNfic[Ëj ('' Dfjk @eÕl\ek`Xc G\fgc\É è )''0% 8lk_fi# Jg\Xb\i# 8[m`jfi# Xe[ dXjk\i 9iXe[ 9l`c[\i# DXikè Cè[jkifd _Xj ZXim\[ flk Xe \ekì\cp le`hl\ e`Z_\ Xj X ^cfYXc \og\ik è k_\ i\cXk\[ Ô\c[j f] Zfejld\i`jd# dXib\kè^# YiXe[j# Xe[ f] cXk\# e\lif$jZ`\ek`ÔZ i\j\XiZ_%

SPRING 2013 |

Spring2013_V14.indd 19

| 19 3/12/13 6:05:19 PM

Selecting & Developing

LEADERS EMOTIONAL

with

INTELLIGENCE

By David Cory, M.A. Why are there not more leaders who inspire us, motivate us and make us feel like we can achieve great things? Why are there not more leaders who, when we are with them, we feel a sense of selfconﬁdence, self-worth, and we feel like we ‘belong’? Why are there not more leaders who make us feel good? Despite the fact that we all know the qualities and attributes of effective leaders, the corporate world generally does not select managers based on these criteria.

20 |

| SPRING 2013

?fn [f \dgcfp\\j ^\k gifdfk\[ èkf gfj`k`fej f] dXeX^\d\ek6 K_\i\ Xgg\Xi kf Y\ * nXpj è n_`Z_ dfjk \dgcfp\\j afè k_\ iXebj f] dXeX^\d\ek n`k_ k_\ dfjk gfglcXi Y\è^ k\Z_e`ZXc jb`cc c\m\c% 8e \e^è\\i feZ\ kfc[ d\# Èk_\ [Xp k_\p dX[\ d\ X dXeX^\i# k_\p cfjk X Yi`cc`Xek \e^è\\i Xe[ ^Xè\[ X k\ii`Yc\ dXeX^\i%É ?fn f]k\e `j k_`j d`jkXb\ i\g\Xk\[ è k_\ ZfigfiXk\ nfic[6 K_\ e\n dXeX^\i dXp befn k_\ nfib Xe[ `j# k_\i\]fi\# Zfdg\k\ek kf ÊdXeX^\Ë k_\ nfib# Ylk èjgìè^ Xe[ dfk`mXkè^ \dgcfp\\j i\hlì\j Xefk_\i j\k f] jb`ccj Xe[ Zfdg\k\eZ`\j% 8efk_\i gfglcXi d\k_f[ f] Z_ffjè^ X dXeX^\i `j j\e`fi`kp% FeZ\ X^Xè# k_\ dfjk j\e`fi \dgcfp\\ dXp befn k_\ Yljè\jj# gif[lZk# fi nfib# Ylk k_`j [f\j efk d\Xe k_Xk k_\ j\e`fi \dgcfp\\ _Xj k_\ jb`ccj Xe[ Zfdg\k\eZ`\j kf Zi\Xk\ Xe \e^X^è^# dfk`mXkè^ n f i b \emìfed\ek ]fi \dgcfp\\j% K_\ k_ì[ nXp dXeX^\ij Xi\ Z_fj\e `j Y\ZXlj\ f] X jg\Z`ÔZ i\cXk`fej_`g n`k_ X [ \ Z ` j ` f e dXb\i# n_`Z_ è k_\ ZXj\ f] i\cXk`m\j `j# f] Zflij\# Y\kk\i befne Xj e\gfk`jd% 8^Xè# k_\i\ `j ef i\cXk`fej_`g Y\kn\\e k_`j d\k_f[ Xe[ n_\k_\i k_\ e\n dXeX^\i _Xj k_\ jb`ccj kf `dgXZk fe \dgcfp\\j è jlZ_ X nXp Xj kf `dgifm\ Yljè\jj i\jlckj% @e ]XZk# n`k_ k_`j k_ì[ d\k_f[ k_\i\ `j k_\ X[[\[ gfk\ek`Xc f] k_\ e\n dXeX^\i efk befnè^ k_\ Yljè\jj n\cc \`k_\i# n_`Z_ d\Xej k_\p Zflc[ Y\ X k\ii`Yc\ dXeX^\i Xj n\cc Xj Y\è^ X k\ii`Yc\ c\X[\i Ç X [flYc\ k_i\Xk kf fi^Xe`qXk`feXc gif[lZk`m`kp Xe[ Zfdg\k`k`m\e\jj% Jf# n_Xk Z_f`Z\j [f n\ _Xm\6 N\ ZXe \`k_\i [\k\idè\ n_Xk k_\ ]fle[Xk`feXc jb`ccj Xe[ Zfdg\k\eZ`\j Xi\ k_Xk Xi\ i\hlì\[ kf Y\ Xe \]]\Zk`m\ c\X[\i Xe[ lj\ k_fj\ Xj Zi`k\i`X lgfe n_`Z_ kf YXj\ X _ìè^ [\Z`j`fe Xe[&fi n\ ZXe lj\ k_\ jXd\ Zi`k\i`X kf [\m\cfg k_\ dXeX^\ij k_Xk n\ _Xm\% N\ ZXe Xe[ j_flc[ [f Yfk_%

K_\i\ Xi\ j\m\iXc g\ijg\Zk`m\j fe \dfk`feXc èk\cc`^\eZ\# Ylk fecp X ]\n k_Xk Xi\ YXj\[ fe \dgì`ZXc i\j\XiZ_% K_\ dfjk i\j\XiZ_\[ Xe[ lj\]lc df[\c f] <H è k_\ nfic[ nXj Zi\Xk\[ fi`^èXccp Yp ;i% I\lm\e 9Xi$Fe è k_\ \Xicp /'Ëj# Xe[ _Xj i\jlck\[ è k_\ nfic[Ëj c\X[è^ Xjj\jjd\ek kffc ]fi <H# k_\ <dfk`feXc Hlfk`\ek @em\ekfip )%' <H$` )%' # glYc`j_\[ Yp Dlck`$?\Xck_ Jpjk\dj @eZ% 8]k\i ^fè^ fecè\ Xe[ kXbè^ k_\ Xjj\jjd\ek XYflk (, dèlk\j `k `j gfjj`Yc\ kf fYkXè jZfi\j# ZfdgXi\[ X^Xèjk X i\gi\j\ekXk`m\ jXdgc\ f] k_\ gfglcXk`fe# è , dXè Xi\Xj1 J\c]$G\iZ\gk`fe# J\c]$ <ogi\jj`fe# @ek\ig\ijfeXc I\cXk`fej_`g# ;\Z`j`fe DXbè^# Xe[ Jki\jj DXeX^\d\ek% N\ ZXe k_\e lj\ k_`j è]fidXk`fe kf^\k_\i n`k_ fk_\i è]fidXk`fe Xe[ [\Z`[\ n_\k_\i jfd\fe\ `j i\X[p kf efk aljk Y\ X dXeX^\i# Ylk kf Y\ Xe \]]\Zk`m\ c\X[\i Xj n\cc% 8[[`k`feXccp# n\ ZXe lj\ k_`j è]fidXk`fe kf [\m\cfg k_\ jb`ccj f] k_\ dXeX^\ij n\ _Xm\ kf \ejli\ k_\p Xi\ \]]\Zk`m\ c\X[\ij n_f ZXe Zi\Xk\ X gif[lZk`m\# _Xggp# _\Xck_p Zfek\ok n_\i\ \dgcfp\\j ]\\c mXcl\[# èjgì\[# dfk`mXk\[# Xe[ n_\i\ k_\p ]\\c k_\p ZXe gif[lZ\ k_\ì Y\jk nfib%

;Xm`[ :fip `j X :Xc^Xip# 8cY\ikX YXj\[ kiXè\i Xe[ ZfXZ_ n_f jg\Z`Xc`q\j è c\X[\ij_`g [\m\cfgd\ek ljè^ k_\ <H$` )%' Xe[ <H *-'% ?\ Xcjf k\XZ_\j fk_\ij _fn kf lj\ k_\ <H$`&<H *-' è k_\ì nfib# j\\ _kkg1&&nnn%\`kiXèè^ZfdgXep%Zfd%

9lk Ôijk# n\ dljk _Xm\ X df[\c f] n_Xk `j i\hlì\[ kf dXeX^\ fe\Ëj j\c]# fe\Ëj i\cXk`fej_`gj n`k_ fk_\ij# Xe[ k_\ Zfdgc\o j`klXk`fej Xe[ ZìZldjkXeZ\j k_Xk dXb\ lg k_\ Zfek\dgfiXip nfibgcXZ\ kf lj\ Xj X ^l`[\% K_\j\ ]fle[Xk`feXc jb`ccj Xe[ Zfdg\k\eZ`\j Xi\ ]fle[ n`k_è k_\ ZfeZ\gk f] Ê\dfk`feXc èk\cc`^\eZ\Ë Xj d\Xjli\[ Yp fe\Ëj <dfk`feXc Hlfk`\ek Ç <H Xe[ j\\d kf Y\ j\gXiXk\ Xe[ XgXik ]ifd èk\cc\ZklXc fi Zfê`k`m\ èk\cc`^\eZ\# n_`Z_ n\ d\Xjli\ Yp fe\Ëj @H% 8e èk\i\jkè^ ]XZk `j k_Xk aljk Y\ZXlj\ pfl _Xm\ X _`^_ @H jZfi\# `k [f\j efk d\Xe k_Xk pfl befn Xe[ le[\ijkXe[ pfli fne \dfk`fej Xe[ k_fj\ f] fk_\ij ]fi î\Xk\i èk\ig\ijfeXc \]]\Zk`m\e\jj%

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UNLOCK THE POTENTIALâ&#x20AC;Ś At the heart of every business are people with the potential to have a powerful impact. Turn to the next page to discover how Microsoft Dynamics unlocks this potential with proactive, easy-to-use tools.

Spring2013_V14.indd 22

3/12/13 6:08:21 PM

UNLOCK THE POTENTIAL IN ALL YOUR PEOPLE Whether youâ&#x20AC;&#x2122;re in retail, manufacturing, professional services, or any other industry, success comes when you empower people to do their best work. Microsoft Dynamics gives everyone in your business proactive, easy-to-use tools and real-time information to make forward-looking decisions. With Microsoft Dynamics, your Chief Marketing OfĂ&#x20AC;cer can become a Revenue Rainmaker, your Supply Chain Manager can be a Logistics Ringmaster, and your Customer Service team can be a Relationship Champion. Empower your people to unlock their full potential and transform your business. microsoftdynamics.ca

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Reality

Management By Patrick Lencioni

A friend recently talked me into watching a reality television show Æ efk Xe \Xjp j\cc Æ k_Xk @ ]fle[ jligi`jè^cp ]XjZèXkè^% GXik f] dp jligi`j\ `j [l\ kf k_\ ]XZk k_Xk k_\ j_fn \dYf[`\j dXep f] k_\ fi^Xe`qXk`feXc _\Xck_ gièZ`gc\j k_Xk @ ni`k\ XYflk è dp Yffb# K_\ 8[mXekX^\% 8e[# gXik f] `k `j Y\ZXlj\ `kËj fe k_\ =ff[ E\knfib% @kËj ZXcc\[ ÈI\jkXliXek @dgfjj`Yc\#É Xe[ `kËj XYflk X ]Xdflj Z_\] efk k_\ dXe`XZXc# jZi\Xdè^ ^lp pfl j\\ fe K%M% Zfdd\iZ`Xcj n_f jg\e[j aljk knf [Xpj Xe[ X m\ip c`d`k\[ Yl[^\k kipè^ kf klie Xifle[ X jkil^^cè^ i\jkXliXek% K_\ ]XZk k_Xk k_\ j_fn `j ]fZlj\[ \oZclj`m\cp fe k_\ i\jkXliXek Yljè\jj i\jfeXk\j n`k_ d\# Y\ZXlj\ n_\e @ nXj X b`[ @ nfib\[ è X i\jkXliXek% Dfi\ `dgfikXekcp# @Ëm\ Zfd\ kf i\Xc`q\ k_Xk k_\i\ `j jfd\k_è^ XYflk k_Xk è[ljkip k_Xk `j jkiXe^\cp gli\ Xe[ i\cXkXYc\ kf Xep Yljè\jj% @ k_èb k_Xk _Xj jfd\k_è^ kf [f n`k_ k_\ ]XZk k_Xk aljk XYflk \m\ipfe\ _Xj Y\\e X Zljkfd\i f] X i\jkXliXek% 8e[# è jfd\ nXpj# X i\jkXliXek `j k_\ lck`dXk\ d\i`kfZiXZp Æ `] g\fgc\ [feËk c`b\ `k# `k n`cc ]X`c% Dfjk f] k_\d [f% @e k_\ ]ff[ Yljè\jj# \m\ip jè^c\ [Xp `j X le`hl\ g\i]fidXeZ\% C`b\ X ]ffkYXcc ^Xd\ fi X 9ifX[nXp j_fn# k_\i\ `j k_\ `dd\[`Xk\ gi\jjli\ kf g\i]fid# Xe[ X Zc\Xi d\Xjli\ f] g\i]fidXeZ\ \m\ip [Xp% 8]k\i nXkZ_è^ ]fli fi Ôm\ \g`jf[\j f] ÈI\jkXliXek @dgfjj`Yc\#É @Ëm\ Zfd\ kf i\Xc`q\ k_Xk k_\i\ Xi\ X ]\n Zfddfe [\efdèXkfij k_Xk k_\ ]X`cè^ i\jkXliXekj jkil^^c\[ n`k_# n_`Z_ Xcjf Xggcp kf dfjk le_\Xck_p fi^Xe`qXk`fej1

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1. DISTRACTED LEADER

2. AMBIGUITY

K_\ fne\i [f\jeËk le[\ijkXe[ k_Xk _`j fi _\i gi`dXip i\jgfej`Y`c`kp `j Y\è^ X _Xe[j$fe c\X[\i% @e Xcdfjk \m\ip ZXj\# k_\ fne\i `j kipè^ kf Y\ X Z_\]# fi dXpY\ X _\X[ nX`k\i# èjk\X[ f] X :<F n_f `j i\jgfej`Yc\ ]fi j\\è^ k_\ n_fc\ g`Zkli\ Xe[ [i`mè^ g\i]fidXeZ\% K_\ Z\c\Yi`kp Z_\] n_f _fjkj k_\ j_fn Xcdfjk è\m`kXYcp _Xj kf ^\k k_\ fne\i flk f] k_\ dèlk`X f] k_\ i\jkXliXek n_`Z_ jf f]k\e gi\m\ekj _`d fi _\i ]ifd j\\è^ n_Xk `j i\Xccp _Xgg\eè^% 8j j`dgc\ Xj k_Xk jfle[j# `k `j X Zfddfe gifYc\d è dfjk fi^Xe`qXk`fej% DXep f] k_\ :<Fj @Ëm\ nfib\[ n`k_ fm\i k_\ p\Xij j\Zi\kcp j\\ k_\dj\cm\j Xj Z_`\] k\Z_efcf^p# dXib\kè^# jXc\j fi èefmXk`fe f]ÔZ\ij# Xe[ le[\i\jk`dXk\ k_\ È\o\Zlk`feÉ gXik f] k_\ì ifc\# n_`Z_ `j dfjk `dgfikXek%

4. SOMETHING STINKS

K_\ fne\ij f] k_\ le[\i$g\i]fidè^ i\jkXliXekj Xi\ i`[`Zlcfljcp leZc\Xi n`k_ k_\ì \dgcfp\\j XYflk n_Xk `j \og\Zk\[# è \m\ipk_è^ ]ifd _fn k_\p j_flc[ î\\k Zljkfd\ij kf n_Xk k_\p n\Xi kf n_Xk k_\ì jg\Z`ÔZ afY i\jgfej`Y`c`k`\j Xi\% K_\j\ fne\ij Xi\ i\clZkXek kf gcXZ\ jg\Z`ÔZ [\dXe[j fe k_\ì g\fgc\# f]k\e è k_\ jgì`k f] ^`mè^ k_\d ]i\\[fd% 9lk c`b\ Xep Yljè\jj gcX^l\[ Yp X cXZb f] ZcXi`kp# n_Xk k_\p ^\k `j Xe fi^Xe`qXk`fe n`k_flk X Zlckli\# gc\ekp f] \dgcfp\\j n_f [feËk Y\cfe^# Xe[ èZfej`jk\eZ`\j Xifle[ n_Xk Zljkfd\ij \og\i`\eZ\%

3. AIMLESS DIRECTION K_\ i\jkXliXek `j kipè^ kf [f kff dlZ_# Xe[ `jeËk [fè^ Xepk_è^ gXik`ZlcXicp n\cc% K_\ d\el è dfjk f] k_\j\ i\jkXliXekj _Xj nXp kff dXep `k\dj fe `k# Xe[ ki`\j kf gc\Xj\ kff dXep [`]]\i\ek bè[j f] Zljkfd\ij% 8j X i\jlck# k_\ YiXe[ `j Zfe]ljè^# hlXc`kp `j gffi# Xe[ dfjk `dgfikXek f] Xcc# \dgcfp\\j j`dgcp ZXeefk le[\ijkXe[ Xe[ \ek_lj`Xjk`ZXccp j\cc n_Xk k_\ Yljè\jj _Xj kf f]]\i% 8j `j kil\ è Xep Yljè\jj# k_\ ]\Xi f] cfjè^ X gfk\ek`Xc Zljkfd\i fi dXib\k j\^d\ek f]k\e gi\m\ekj k_\ Yljè\jj ]ifd \]]\Zk`m\cp \dYiXZè^ k_\ fe\j k_Xk dXkk\i dfjk%

@ [feËk d\Xe k_Xk è X d\kXg_fi`ZXc nXp% LjlXccp jfd\k_è^ i\Xccp jd\ccj YX[ è k_\ i\jkXliXek% N_Xk k_Xk _Xj kf [f n`k_ fk_\i Yljè\jj\j# @ [feËk befn% 9lk X YX[ jd\cc `j e\m\i X ^ff[ `[\X%

K_Xk cXjk gXiXîXg_ nXj d\Xek kf Y\ X c`kkc\ afb\% 9lk Xj @ ni`k\ k_`j# @ i\Xc`q\ k_Xk k_\i\ `j X c\jjfe k_\i\# kff% @e dXep \g`jf[\j f] ÈI\jkXliXek @dgfjj`Yc\#É k_\ Z\c\Yi`kp Z_\] nXcbj èkf k_\ \jkXYc`j_d\ek ]fi k_\ Ôijk k`d\ Xe[ Xjbj k_\ fne\ij Xe[ \dgcfp\\j È[f pfl jd\cc k_Xk6É% ?\Ëj ljlXccp i\]\iiè^ kf k_\ ZXig\k fi k_\ b`kZ_\e fi n_Xk\m\i \cj\ `j \d`kkè^ k_\ f[fi% @e \m\ip ZXj\# k_\ fne\i Xe[ k_\ \dgcfp\\j ZcX`d efk kf efk`Z\ `k# Xe[ k_\p j\\d kf Y\ Zfdgc\k\cp jèZ\i\% K_\pËm\ Y\\e nfibè^ è k_\ Yl`c[è^ jf cfe^ k_Xk k_\p [feËk \m\e efk`Z\ k_\ jd\cc Xepdfi\# n_`Z_ jXpj jfd\k_è^ XYflk k_\ e\\[ kf ^\k ]i\j_ g\ijg\Zk`m\j ]ifd flkj`[\ij ]ifd k`d\ kf k`d\% N\ Xcc ^\k Zfd]fikXYc\ è fli nfib \emìfed\ekj Xe[ k_\ j_fn `ccljkiXk\j n_p `kËj ^ff[ kf Yiè^ è X ZfejlckXek fi YilkXccp _fe\jk ]i`\e[ n_f `jeËk X]iX`[ kf k\cc pfl k_\ kilk_ XYflk n_Xk k_\p j\\% Dfi\ `dgfikXekcp# n\ Xcc e\\[ kf Y\ i\dè[\[ k_Xk b\\gè^ k_è^j j`dgc\ Xe[ ]fZljè^ fe k_\ YXj`Zj `j k_\ Y\jk gcXZ\ kf jkXik X klieXifle[ Xe[ jljkXè X _\Xck_p fi^Xe`qXk`fe%

Patrick Lencioni `j k_\ ]fle[\i Xe[ gi\j`[\ek f] K_\ KXYc\ >iflg# X dXeX^\d\ek Zfejlckè^ Ôid jg\Z`Xc`qè^ è fi^Xe`qXk`feXc _\Xck_ Xe[ \o\Zlk`m\ k\Xd [\m\cfgd\ek% ?\ `j k_\ Xlk_fi f] eld\iflj Y\jk$ j\ccè^ Yljè\jj Yffbj èZcl[è^ K_\ =`m\ ;pj]leZk`fej f] X K\Xd Xe[ _`j cXk\jk K_\ 8[mXekX^\% 8j X ZfejlckXek Xe[ jg\Xb\i# GXk _Xj nfib\[ n`k_ k_fljXe[j f] j\e`fi \o\Zlk`m\j è fi^Xe`qXk`fej iXe^è^ ]ifd =fikle\ ,'' ZfigfiXk`fej Xe[ gif]\jj`feXc jgfikj k\Xdj kf jZ_ffcj# Z_liZ_\j Xe[ efegifÔkj% Kf c\Xie dfi\ XYflk GXk Xe[ _`j Ôid m`j`k1 nnn%kXYc\îflg%Zfd

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LEADERSHIP CONTRACT IT HAS FOUR TERMS AND CONDITIONS

BY Vince

Molinaro Ph.D.

An employment contract once existed between employees and organizations: you get a job, perform well, remain loyal, and the organization takes care of you until you retire. But thereâ&#x20AC;&#x2122;s also a leadership contract with four main terms and conditions.

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Leadership is a decision â&#x20AC;&#x201D;

make it.

Kfd 9iX[p# hlXik\iYXZb f] k_\ E\n <e^cXe[ GXki`fkj# _Xj dX[\ `k kf Ã&#x201D;m\ Jlg\i 9fncj# nèeè^ k_i\\% :c\Xicp X jkife^ c\X[\i# _fn\m\i# 9iX[p nXjeÃ&#x2039;k XcnXpj jlZZ\jj]lc% 8j X Zfcc\^\ jkl[\ek Xk k_\ Le`m\ij`kp f] D`Z_`^Xe# ZfXZ_\j Xe[ ]Xej Xc`b\ [flYk\[ _`j jb`ccj% ?\ cXZb\[ X jkife^ k_ifnè^ Xid Xe[ _`j dfY`c`kp nXj c`d`k\[% @e _`j Ã&#x201D;ijk knf p\Xij Xk D`Z_`^Xe# 9iX[p nXj le[\ijkl[p kf ;i\n ?\ejfe% 9iX[p ^fk jf [`jZfliX^\[ k_Xk _\ k_fl^_k XYflk kiXej]\iiè^ kf Xefk_\i Zfcc\^\% K_\e _`j ZfXZ_ kfc[ 9iX[p kf ]fi^\k XYflk ?\ejfe Xe[ ]fZlj fe _`j fne ^Xd\% I\jfcm\[ kf gifm\ _`dj\c]# 9iX[p nXkZ_\[ \okiX ^Xd\ Ã&#x201D;cd# nfib\[ fe _`j g_pj`ZXc jb`ccj# Xe[ ]fZlj\[ fe i\X[è^ [\]\ej\j# j\\è^ fg\e i\Z\`m\ij# Xe[ \oZ\ccè^ è gXjj$ è^ XZZliXZp% @e j_fik# 9iX[p dX[\ X [\Z`j`fe kf Y\Zfd\ X c\X[\i% >i\Xk c\X[\ij_`g Y\^èj n`k_ X [\Z`j`fe kf c\X[Ã&#x2021;kf Y\ k_\ Y\jk pfl ZXe Y\# \m\e n_\e k_è^j dXp efk Y\ ^fè^ Xj pfl nXek% @kÃ&#x2039;j \Xjp ]fi c\X[\ij kf ]fi^\k k_Xk c\X[\ij_`g `j lck`dXk\cp X [\Z`j`fe% 8k jfd\ gfèk# î\Xk c\X[\ij dXb\ k_\ [\Z`j`fe kf Y\ k_\ c\X[\i% Le]fikleXk\cp# dXep c\X[\ij Xi\ j`dgcp Ã&#x201D;ccè^ k_\ ifc\% ;\Z`[è^ kf c\X[# Xe[ XZZ\gkè^ Xcc Xjg\Zkj f] k_\ afY# n`cc _\cg pfl kXb\ pfli ^Xd\ kf k_\ e\ok c\m\c%

Leadership is an obligation â&#x20AC;&#x201D;

step up.

C\X[\ij_`g `j efk Xcc XYflk pflÃ&#x2021; `kÃ&#x2039;j XYflk pfli Zljkfd\ij# \dgcfp\\j# j_Xi\_fc[\ij# Xe[ Zfddle`k`\j% @k d\Xej k_èbè^ Xe[ Y\_Xmè^ [`]]\i\ekcp# Xe[ XZbefnc\[^è^ pflÃ&#x2039;i\ ef cfe^\i X YpjkXe[\iÃ&#x2021;pfl jk\g lg [X`cp kf dXb\ k_è^j Y\kk\i% K_\i\Ã&#x2039;j Xe \d\i^è^ j\k f] jò Zfddfe c\X[\ij_`g \og\ZkXk`fej Xe[ fYc`^Xk`fej1 s !LIGN AND ENGAGE 9OU NEED TO KNOW THE COMPANY STRATEGY AND YOUR ROLE IN EXECUTING ITÂ&#x2C6;AND ALIGN AND ENGAGE PEOPLE SO THEY CAN DEPLOY THE STRATEGY IN A WAY THAT DELIVERS VALUE TO CUSTOMERS SHAREHOLDERS AND SOCIETY s4AKE AN ENTERPRISE WIDE PERSPECTIVE 9OU NEED TO COLLABORATE ACROSS SILOS TO LEAD CHANGE AND GET IMPORTANT WORK DONE !DOPT A hONE COMPANYv MIND SET IN HOW YOU OPERATE AS A LEADER RATHER THAN BEING SELF ABSORBED WITH YOUR FUNCTIONAL AREA OR LINE OF BUSINESS s "UILD RELATIONSHIPS )N THIS INTERCONNECTED AND INTERDEPENDENT WORLD RELATIONSHIPS MATTER MORE THAN EVER )NVEST TIME GETTING TO KNOW INTERNAL AND EXTERNAL STAKE HOLDERS "UILD RELATIONSHIPS OF TRUST AND TRANSPARENCY s -ASTER COMPLEXITY AND UNCERTAINTY 4ODAY S COMPLICATED ENVIRONMENT CREATES CHALLENGES !S A LEADER YOUR ROLE IS TO CREATE FOCUS AND HELP PEOPLE DEAL WITH AMBIGUITY AND STRESS s $EVELOP OTHER LEADERS ,EAVE A LEGACY OF STRONG LEADERS )T S ABOUT MAKING YOUR LEADERS STRONGER SO THEY CAN MAKE THE ORGANIZATION STRONGER s -ODEL THE VALUES 9OU CAN T FOCUS EXCLUSIVELY ON YOUR PERSONAL AGENDA OR GOALS 4HE ORGANIZATION S VISION VALUES AND GOALS MUST TRUMP EGO AND SELF INTEREST 4HIS MEANS BALANCING STRONG SELF CONlDENCE WITH HUMILITY

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Leadership is hard —

get tough.

JèZ\ î\Xk c\X[\ij_`g `j _Xi[ kf [f# c\X[\ij e\\[ kf ^\k kfl^_ÇY\ i\j`c`\ekÇkf c\X[ \]]\Zk`m\cp% ?fn\m\i# Y\è^ XYc\ kf kXb\ X gleZ_ `j fecp gXik f] n_Xk `k d\Xej kf ^\k kfl^_% Pfl e\\[ kf j\\ k_Xk Y\è^ kfl^_ `j efk XYflk Y\è^ ifl^_% P\ccè^ Xk g\fgc\ `j \Xjp% D`jki\Xkè^ \dgcfp\\j `j \Xjp% I\Xc kfl^_e\jj èmfcm\j _Xmè^ k_\ ZfliX^\ kf dXb\ [`]ÔZlck [\Z`j`fej XYflk gffi g\i]fid\ij# _fc[è^ g\fgc\ XZZflekXYc\# Xe[ [\c`m\iè^ ZXe[`[ ]\\[YXZb% @ejk\X[ f] [\Xcè^ n`k_ k_\j\ `jjl\j _\X[$fe# dXep c\X[\ij n`dg flk%

Leadership is a community —

connect.

?lii`ZXe\ @i\e\ _`k k_\ :Xi`YY\Xe# k_\ L%J% <Xjk :fXjk# Xe[ gXikj f] <Xjk\ie :XeX[X è 8l^ljk f] )'((% Knf [Xpj X]k\i k_\ jkfid# @ nXj Õpè^ _fd\ kf Kfifekf% Fe k_\ gcXe\# @ nXj jliifle[$ \[ Yp \`^_k pfle^ d\e n_f n\i\ ]lcc f] \oZ`k\d\ek Xe[ \e\i^p% K_\p n\i\ X cè\ Zi\n ]fi X lk`c`kp ZfdgXep _\X[\[ kf Kfifekf kf g`Zb lg jfd\ kilZbj Xe[ k_\e [i`m\ kf :fee\Zk`Zlk kf i\gXì \c\Zki`ZXc cè\j [XdX^\[ Yp k_\ _lii`ZXe\% @ efk`Z\[ k_Xk k_\p n\i\ ZfejkXekcp k\Xjè^ \XZ_ fk_\i% K_\p j_`]k\[ \Xj`cp ]ifd kXcbè^ XYflk k_\ì g\ijfe$ Xc c`m\j kf kXcbè^ XYflk k_\ afY% K_\p fYm`fljcp j_Xi\[ X [\\g Zfee\Zk`fe% K_\p n\i\eËk aljk ]i`\e[cp Zfnfib\ijÇ k_\p _X[ X kil\ Yfe[% @ Xjb\[ fe\ f] k_\ îflg n_p k_\p n\i\ Èjf k`^_kÉ6 ?\ jX`[# È@e fli nfib# n\ kXb\ fli c`m\j èkf fli _Xe[j \m\ip [Xp% N\Ëi\ c`b\ X YXe[ f] Yifk_\ij% N\ _Xm\ \XZ_ fk_\ijË YXZbjÇfe\ d`jkXb\ Xe[ pfl ZXe cfj\ jfd\Yf[p ]fi\m\i%É

?fn dXep f] lj ZXe jXp k_Xk n\ ]\\c k_`j nXp XYflk fli Zfcc\X^l\j6 ;f pfl _Xm\ X YXe[ f] Yifk_\ij Xe[ j`jk\ij6 @ [feËk k_`eb `k kXb\j X _lii`ZXe\ kf Yl`c[ X Yfe[ c`b\ k_Xk% DXb\ k_\ Z_f`Z\ kf Zfee\Zk n`k_ pfli ]\ccfn c\X[\ij fe Xg\ijfeXc c\m\c% @kËj k`d\ kf Z_Xe^\ k_\ hlXc`kp f] fli i\cXk`fej_`gj Xk nfib% @kËj k`d\ n\ \og\Zk dfi\ ]ifd flij\cm\j Xe[ fli ]\ccfn c\X[\ij% @] pfl [f# pfl n`cc kXb\ k_\ Ôijk jk\g kfnXi[j Zi\Xk`e^ X Zfddle`kp f] c\X[\ij Xe[ X jkife^ c\X[\i$ j_`g Zlckli\ k_Xk j\kj pfli fi^Xe`qXk`fe XgXik%

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Community of Leaders 9l`c[è^ X jkife^ Zfddle`kp f] c\X[\ij `j k_\ lck`dXk\ [`]]\i\ek`XkfiÃ&#x2021;Xe[ `kÃ&#x2039;j Xk k_\ Zfi\ f] k_\ c\X[\ij_`g ZfekiXZk% Jf# Zfdd`k kf lj\ k_\ k\idj Xe[ Zfe[`k`fej kf Zi\Xk\ pfli c\X[\ij_`g ZfekiXZkÃ&#x2021; fe\ k_Xk jg\ccj flk n_Xk pfl \og\Zk ]ifd pfli c\X[\ij Xe[ n_Xk pfl nfeÃ&#x2039;k kfc\iXk\% ?\cg pfli c\X[\ij Yl`c[ i\cXk`fej_`gj% :fdd`k kf Yl`c[è^ k_\ Y\jk c\X[\ij_`g è pfli è[ljkip% Fm\i k`d\ pflÃ&#x2039;cc j\\ X _`^_\i [\î\\ f] Xc`êd\ek Xe[ \e^X^\d\ek Xdfe^ pfli c\X[\ij% K_\pÃ&#x2039;cc [\dfejkiXk\ X fe\ ZfdgXep dè[j\k# iXk_\i k_Xe \e^X^è^ è kli] nXij% K_\pÃ&#x2039;cc Yi\Xb [fne j`cfj Xe[ [i`m\ î\Xk\i èefmXk`fe# ZfccXYfiXk`fe# Xe[ g\i]fidXeZ\% Pfli c\X[\i$ j_`g Zlckli\ n`cc Y\Zfd\ j\c]$jljkXèè^%

Vince Molinaro, Ph.D., DXeX^è^ ;ì\Zkfi Ã&#x2020; C\X[\ij_`g Jfclk`fej% Be`^_kjYi`[^\ ?ldXe :Xg`kXc Jfclk`fej MèZ\ `j i\^lcXicp ZXcc\[ lgfe Yp k_\ d\[`X ]fi _`j èefmXk`m\ fgè`fej fe k_\ ]lkli\ f] c\X[\ij_`g% 8e \e^X^è^ jg\Xb\i# _\ Zfe[lZkj b\pefk\ gi\j\ekXk`fej ]fi ZfigfiXk`fe Xe[ Zfe]\i\eZ\j% ?\ `j k_\ Xlk_fi f] knf jlZZ\jj]lc Yffbj1 C\X[\ij_`g Jfclk`fej Zf$Xlk_fi\[# Afjj\p$ 9Xjj# )''. Xe[ K_\ C\X[\ij_`g >Xg Zf$Xlk_fi\[# N`c\p )'', % ?\ Xcjf `j Xe XZk`m\ Ycf^^\i%

8k X g\ijfeXc c\m\c# pfl ZXe Xcjf dXb\ X [`]]\i\eZ\% 8j pfl k_èb fe k_\ c\X[\ij_`g ZfekiXZk# Xjb pflij\c] n_`Z_ Xi\X pfl _Xm\ Y\\e e\^c\Zkè^6 KXb\ pfli g\ijfeXc c\X[\ij_`g kf k_\ e\ok c\m\c% J`ê lg kf Y\ k_\ c\X[\i pfl dljk Y\% C\X[\ij_`g `j X [\Z`j`fe% DXb\ `k% C\X[\ij_`g `j Xe fYc`^Xk`fe% Jk\g lg% C\X[\ij_`g `j _Xi[% >\k kfl^_% C\X[\ij_`g `j Zfddle`kp% :fee\Zk% JkXik kf[Xp%

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 VDFULÃ§FLQJ FXVWRPL]DWLRQ

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

REBUILDING a Culture in

Crisis

By Chester Elton

Temporary loss of belief of is inevitable in any organization. K_\ _ìè^ f] X e\n :<F# X d\i^\i fi XZhl`j`k`fe# Xe \mfclk`fe ]ifd gi`mXk\ kf glYc`Z jkXklj# fi X e\n Zfdg\k`kfi è pfli dXib\k Xcc ZXe k_ifn \m\e k_\ dfjk \]]\Zk`m\ Zlckli\ èkf X kX`cjgè Xe[ j_Xb\ \dgcfp\\ ZfeÔ[\eZ\% @ife`ZXccp# `k `j k_\ m\ip dfd\ek f] Zi`j`j n_\e k_\ fi^Xe`qXk`fe e\\[j `kj g\fgc\ kf Y\c`\m\ k_\ dfjk Xe[ p\k k_\ì ]X`k_ `j Z_Xcc\e^\[% Fe\ f] k_\ dfjk `dgfikXek k_è^j k_Xk j\gXiXk\j X î\Xk ZfdgXep ]ifd k_\ gXZb `j k_\ nXp c\X[\ij i\jgfe[ kf X cfjj f] Y\c`\]% :fej`[\i# ]fi èjkXeZ\# k_\ ZXj\ f] fe\ e\n dXeX^\i Xe[ X ]ffkYXcc jfZZ\i ]iXeZ_`j\ k_Xk _X[ cfjk `kj nXp% =fle[\[ è )''+# k_\ I\Xc JXck CXb\ jfZZ\i ZclY è LkX_# Le`k\[ JkXk\j _X[ jkXik\[ n`k_ X YXe^ Xe[ \og\ZkXk`fej n\i\ _`^_% 8kk\e[XeZ\ k_\ Ôijk p\Xi nXj Xdfe^ k_\ _`^_\jk è DXafi C\X^l\ JfZZ\i# Ylk Yp k_\ k`d\ 9`cc DXeeè^ Xjjld\[ _`j ifc\ Xj gi\j`[\ek è 8gi`c )''/# k_\ ]iXeZ_`j\ _X[ cfjk dfd\ekld Xe[ dXep è k_\ ]ifek f]ÔZ\ _X[ n_Xk _\ ZXcc\[ X YcXj Xkk`kl[\% ÈK_\ k\Xd _X[ X cfjè^ i\Zfi[ Xe[ n\ n\i\ è X jdXcc dXib\k#É jXpj DXeeè^% ÈDXep j\\d\[ kf k_èb# K_\i\Ëj efk dlZ_ n\ ZXe [f%É

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K_\ jkfip f] _fn k_\ ZclY jkXik\[ kf k_i`m\ `j X jkl[p è _fn X e\n dXeX^\d\ek k\Xd ZXe ]fZlj fe Zlckli\# i\`ê`kè^ g\i]fidXeZ\ Xe[ îfnk_% 8j giff]# fm\i k_\ gXjk k_i\\ p\Xij I\Xc JXck CXb\ _Xj hlX[ilgc\[ jgfejfij_`g i\m\el\j Xe[ [flYc\[ j\Xjfe k`Zb\k jXc\j# flkZfd\j Xep Yljè\jj nflc[ Y\ \em`flj f]% DXeeè^ Zflc[ j\\ k_\ i`^_k èî\[`\ekj n\i\ efk è gcXZ\ ]fi I\Xc JXck CXb\ kf kXb\ f]]1 Ã&#x2C6;N\ _X[ kf Z_Xe^\ k_\ Zlckli\% N\ e\\[\[ Xe Xkk`kl[\ f] Ã&#x160;;f Xepk_è^ pfl ZXe kf nè X Y`^ jgfejfij_`g fi ki\Xk X Zljkfd\i kf X î\Xk \og\i`\eZ\%Ã&#x2039;Ã&#x2030; =fi _`d# Y\c`\] nXj ZilZ`Xc1 Ã&#x2C6;N\ _X[ kf Yl`c[ Y\c`\m\ij% N\ _X[ kf Z_Xcc\e^\ g\fgc\ kf nfib _Xi[\i# Y\ dfi\ \]Ã&#x201D;Z`\ek# Xe[ iX`j\ k_\ì ^Xd\ kf Xefk_\i c\m\c%Ã&#x2030; K_\ Ã&#x201D;ijk jk\g ]fi k_\ e\n gi\j`[\ek nXj kf [\k\idè\ n_f nXj n`k_ _`d Xe[ n_f nXj efk% JXpj DXeeè^# n_\e _\ kXb\j fe X e\n ifc\ _\ lj\j k_\ ]fidlcX f] ),&,'&),% ?\ Xjjld\j k_Xk ), g\iZ\ek f] \dgcfp\\j Xe[ dXeX^\ij n`cc YXZb _`d Y\ZXlj\ _\Ã&#x2039;j k_\ Yfjj% K_\j\ g\fgc\ n`cc Y\ Ã&#x201D;idcp è _`j Zfie\i Xe[ n`cc e\\[ c`kkc\ dfi\ k_Xe X ^\ekc\ el[^\ kf b\\g k_\d gfèk\[ è k_\ i`^_k [ì\Zk`fe% 8efk_\i ,' g\iZ\ek n`cc nX`k kf j\\ _`j ]lcc gcXe Xe[ j\\ _`d è XZk`fe Y\]fi\ Zfdd`kkè^% DXeeè^ befnj _\ ZXe nè k_\d fm\i `] _\ j_fnj k_Xk _\ ZXi\j Xe[ `] _\Ã&#x2039;j n`j\ n`k_ [\Z`j`fej% K_\e k_\i\ Xi\ XYflk ), g\iZ\ek f] g\fgc\ n_f n`cc Y\ i\j`jkXek kf X e\n c\X[\i# ef dXkk\i _fn ZXiè^ _\ `j fi n_Xk X kiXZb i\Zfi[ f] jlZZ\jj _\Ã&#x2039;j _X[% 8k I\Xc JXck CXb\# _\ e\\[\[ kf dfm\ hl`Zbcp Xe[ X^î\jj`m\cp kf ^\k k_\j\ g\fgc\ fe YfXi[ fi dfm\ k_\d flk% <Xicp fe _\ c\Xie\[ _\ _X[ X YXkkc\ fe _`j _Xe[j è _ldXe i\jfliZ\j% ;liè^ k_\ Ã&#x201D;ijk ]\n n\\bj _\ Ã&#x2022;\n kf X Zfdg\kè^ DXafi C\X^l\ JfZZ\i ]iXeZ_`j\ kf jkl[p k_\ì nXp f] [fè^ Yljè\jj% N_`c\ _\ nXj ^fe\# X dXeX^\i è ?I XggifXZ_\[ _`j Xjj`jkXek Xe[ [\dXe[\[ kf befn n_\i\ DXeeè^ nXj% N_\e kfc[ _\ nXj kiXm\cè^ fe Yljè\jj# k_\ ?I g\ijfe èj`jk\[ k_Xk `] _\ nXjeÃ&#x2039;k k_\i\# _\ e\\[\[ kf kXb\ X g\ijfeXc [Xp Xe[ Ã&#x201D;cc flk X ]fid% Ã&#x2C6;@Ã&#x2039;d k_\ gi\j`[\ek f] k_\ ZfdgXep# Ylk n\ n\i\ ilc\j$[i`m\e#Ã&#x2030; jXpj DXeeè^% Ã&#x2C6;@] pfl n\i\eÃ&#x2039;k k_\i\# pfl dljk Y\ fe _fc`[Xp% Ã&#x2C6;@ ZXeÃ&#x2039;k k\cc pfl kf[Xp n_\i\ dp j\e`fi m`Z\ gi\j`[\ekj Xi\ i`^_k efn# Ylk @ befn k_\p Xi\ [fè^ ^ff[% K_XkÃ&#x2039;j _fn n\ e\\[\[ kf [f Yljè\jj# n`k_ kiljk# n`k_ X ]fZlj fe i\jlckj# efk nfiipè^ XYflk n_f nXj Ã&#x201D;ccè^ lg k_\ì Z_Xìj%Ã&#x2030; @k nXj fYm`flj k_Xk k_`j ?I g\ijfe _X[ c`kkc\ ZfeÃ&#x201D;[\eZ\ è DXeeè^% @e fli \og\i`\eZ\ dXep g\fgc\ c`b\ k_`j ]\\c k_i\Xk\e\[ Yp e\n c\X[\ij_`g2 g\i_Xgj k_\ì jb`ccj Xi\ efk lg$ kf$[Xk\% Fk_\ij _Xm\ [\m\cfg\[ X j\ej\ f] \ek`kc\d\ek Y\ZXlj\

k_\p _Xm\ Zfeki`Ylk\[ kf k_\ ZfdgXepÃ&#x2039;j jlZZ\jj lg kf k_Xk gfèk Xe[ ZXeÃ&#x2039;k j\\ Xep e\\[ kf Z_Xe^\ fi _\X[ è X e\n [ì\Zk`fe% ;\jg`k\ ]iXeb Zfem\ijXk`fej Xe[ ZfXZ_è^ ]ifd DXeeè^# k_\ ?I dXeX^\i Zfekèl\[ kf le[\idè\ _`j c\X[\ij_`g# Xe[ j_\ nXj fe\ f] j\m\iXc g\fgc\ n_f _X[ kf Y\ c\k ^f% K_`j gifZ\jj f] \mXclXkè^ _`j k\Xd nXj k_\ Y\^èeè^ f] \jkXYc`j_è^ Zc\Xi XZZflekXY`c`kp# n_`Z_ _\ [`[ k_ifl^_flk k_\ fi^Xe`qXk`fe% ?\ dX[\ `k Zc\Xi k_Xk _\ \og\Zk\[ g\fgc\ Xk Xcc c\m\cj kf jk\g lg% Fe\ e`^_k# ]fi \oXdgc\# _\ j\ek Xe \$dX`c kf _`j \ekì\ jkX]] Xk jò ]fikp$Ã&#x201D;m\ g%d% X ]\n n\\bj Y\]fi\ k_\ îXe[ fg\eè^ f] k_\ ZclYÃ&#x2039;j YiXe[$e\n jkX[`ld% ?`j efk\ nXj j`dgc\1 Ã&#x2C6;N_p `j dp ZXi k_\ fecp fe\ è k_\ gXibè^ cfk k_i\\ n\\bj Y\]fi\ k_\ jkX[`ld fg\e\i6 8d @ d`jjè^ jfd\k_è^6Ã&#x2030; @k nXj aXiiè^# X Y`k YilkXc# Xe[ `k nXj X nXb\$lg ZXcc% K_\ k\Xd nXj aljk n\\bj XnXp ]ifd k_\ îXe[ fg\eè^ f] X LJ ((' d`cc`fe Yl`c[è^# Xe[ DXeeè^ nXj c\kkè^ k_\d befn k_\p nflc[ Y\ jkXe[è^ fe k_\ \[^\ f] X ZXcXd`kp m\ip jffe `] k_\p [`[eÃ&#x2039;k jkXik glkkè^ g\fgc\ è j\Xkj% DXeeè^ Xcjf kXgg\[ èkf k_\ \okiXfi[èXip gfn\i f] i\Zfê`k`fe# èjk`klkè^ X :ljkfd\i J\im`Z\ 8nXi[ k_Xk _\ gi\j\ekj Xk \m\ip fe\ f] _`j Xcc$_Xe[j d\\kè^j% @e j\c\Zkè^ nèe\ij# _\ Zfej`[\ij ]\\[YXZb ]ifd ]Xej# m\e[fij# jgfejfij# Xe[ fk_\i \dgcfp\\j# Xe[ k_\e glYc`ZXccp XnXi[j k_\ nèe\i X ),' ^`]k ZXi[ kf X cfZXc _`^_$\e[ Zcfk_è^ ZfdgXep% Ã&#x2C6;@k dXp efk Y\ è jfd\fe\Ã&#x2039;j eXkli\ kf Y\ k_\ Y\jk Xk Zljkfd\i j\im`Z\#Ã&#x2030; _\ jXpj# Ã&#x2C6;Ylk k_\p nXek kf nè k_Xk XnXi[% K_\p nXek d\ kf ZXcc k_\d lg è ]ifek f] Xcc k_\ì g\\ij Xe[ k\cc X jkfip XYflk k_\ì Zljkfd\i j\im`Z\ \ogcf`kj%Ã&#x2030; K_Xk Ã&#x201D;ijk XnXi[ nXj jf \]]\Zk`m\ k_Xk DXeeè^ X[[\[ X j\Zfe[ XnXi[# X`d\[ Xk \eZfliX^è^ \dgcfp\\j kf iffk ]fi \XZ_ fk_\i# n_`Z_ _\ ZXccj k_\ <dgcfp\\ 8ggi\Z`Xk`fe 8nXi[% 8]k\i gi\j\ekè^ k_\ Zcfk_è^ ^`]k ZXi[ è X d\\kè^# DXeeè^ efn iXe[fdcp ZXccj fe Xe \dgcfp\\ Xe[ Xjbj k_\d n_fd k_\p nflc[ c`b\ kf i\Zfê`q\Ã&#x2021;n_`Z_ \ejli\j k_Xk ef fe\ \m\i ef[j f]] è k_\j\ d\\kè^j% C\k lj k\cc pfl XYflk fe\ f] k_\j\ gi\j\ekXk`fej% DXeeè^ ^Xk_\ij _`j \ekì\ ]lcc$k`d\ jkX]]% K_\p ^f k_ifl^_ k_\ Yljè\jj f] ileeè^ k_\ k\Xd Xe[ jkX[`ld1 k`Zb\k jXc\j# jgfejfij_`gj# Xe[ Xe lgZfdè^ ZfeZ\ik k_Xk nflc[ Y\ _\c[ Xk k_\ jkX[`ld% 8k k_\ \e[ f] k_\ d\\kè^ DXeeè^ ^fk i\X[p kf gi\j\ek k_\ <dgcfp\\ 8ggi\Z`Xk`fe 8nXi[% <XZ_ g\ijfe be\n k_\p d`^_k Y\ ZXcc\[ fe Xk iXe[fd# jf k_\p n\i\ Xcc i\X[p n`k_ X eXd\ Xe[ jkfip f] Xefk_\i g\ijfe fe k_\ k\Xd n_f [\j\im\[ X ),' ^`]k Z\ik`Ã&#x201D;ZXk\ kf Xe \c\Zkife`Zj jkfi\% DXeeè^ g`Zb\[ fe Xe \dgcfp\\# Af_e B`dYXcc# n_f jkff[ lg Xe[ jX`[# Ã&#x2C6;;\mè 9Xicfn RX Yffbb\\g\iT [\j\im\j k_`j XnXi[%

SPRING 2013 |

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8ZZflekXekj è dfjk ZfdgXe`\j Xi\ gi\kkp _Xi[ kf [f Yljè\jj n`k_Ã&#x2021;X YcXZb _fc\%Ã&#x2030; Dfi\ k_Xe X ]\n _\X[j n\i\ ef[[è^% Ã&#x2C6;9lk fli XZZflekè^ îflg `j k_\ jgfb\ f] fli fg\iXk`fe% ;\mè [\Xcj n`k_ Xcc f] ljÃ&#x2021;k`Zb\k jXc\j# jgfejfij_`g ^lpj# d\iZ_Xe[`j\# k_\ ZXdgj% K_Xebj kf ;\mè k_\ dfe\p Zfd\j è Xe[ ^f\j flk% Ã&#x2C6;?\ [f\jeÃ&#x2039;k [\Xc n`k_ X cfk f] Zljkfd\ij# Ylk n_\e\m\i Xep fe\ f] lj [\Xcj n`k_ ;\mè k_\p nXcb XnXp n`k_ X jd`c\ fe k_\ì ]XZ\% JXc\j `j X jki\jj]lc afY# Ylk n_\e n\ ]\\c ^ff[ XYflk k_\ jlggfik n\ Xi\ ^\kkè^ n\ j\cc Y\kk\i% N`k_flk ;\mè n\ Xi\eÃ&#x2039;k j\ccè^%Ã&#x2030; K_\ \ekì\ k\Xd XggcXl[\[ Xj DXeeè^ èm`k\[ 9Xicfn lg fe k_\ jkX^\% K_\ pfle^ dXe nXj X Y`k j_p Ylk nXj îèeè^% Fe k_\ jkX^\ DXeeè^ gi\j\ek\[ _`d n`k_ k_\ XnXi[ Xe[ X nXid _Xe[j_Xb\% Efn# k_èb XYflk n_Xk _Xgg\e\[ _\i\% Af_e# X j\e`fi d\dY\i f] k_\ jkX]]# kfc[ X jkfip XYflk ;\mè è ]ifek f] k_\ \ekì\ k\Xd# n_`Z_ _X[ Y\\e ^Xk_\i\[ kf^\k_\i% ?\ \dg_Xj`q\[ n_Xk dXkk\ij dfjk kf k_\ fi^Xe`qXk`feÃ&#x2021;efk fecp \ok\ieXc j\im`Z\ Ylk èk\ieXc% 8e[ Ã&#x201D;eXccp# _\ g\ijfeXc`q\[ k_\ dfd\ek Yp kXcbè^ XYflk ;\mèÃ&#x2039;j Z_XiXZk\i`jk`ZjÃ&#x2021;k_Xk _\ ^\kj èmf`Z\j kf Zc`\ekj fe k`d\# k_Xk _\Ã&#x2039;j X afp kf nfib n`k_# k_Xk _\ kXZbc\j gifYc\dj n`k_ X n`ccè^ Xkk`kl[\% @kÃ&#x2039;j X e\Xi$g\i]\Zk \oXdgc\ f] Ã&#x2C6;iffkè^ ]fi \XZ_ fk_\iÃ&#x2030; è XZk`fe# Xe[ Gi\j`[\ek DXeeè^ [`[ m\ip c`kkc\ \oZ\gk ZXcc fe jfd\fe\% Efn# _fn nflc[ k_`j _Xm\ _Xgg\e\[ è dfjk fi^Xe`qXk`fej6 8k Y\jk# k_\ gi\j`[\ek nflc[ _Xm\ ZXcc\[ ;\mè èkf _`j f]Ã&#x201D;Z\ Xe[ ^`m\e _`d Xe XnXi[ fi X c`kkc\ \okiX è _`j gXpZ_\Zb% 9lk DXeeè^ [`[eÃ&#x2039;k% N_p6 9\ZXlj\ ;\mè Xci\X[p be\n k_Xk n_Xk _\ nXj [fè^ nXj î\Xk% K_\ XnXi[ Z\i\dfep nXj kf c\k fk_\ij befn Xe[ kf k\XZ_ Xcc k_\ \dgcfp\\j k_\ mXcl\ f] j\imè^ \XZ_ fk_\i% ;feÃ&#x2039;k pfl k_èb \XZ_ f] k_\j\ k\Xd d\dY\ij nXek\[ kf g\i]fid j`d`cXi _\if`Zj X]k\i n`ke\jjè^ k_`j gi\j\ekXk`fe6 K_\ i\jlckj f] DXeeè^Ã&#x2039;j \]]fikj _Xm\ Y\\e \oZ\gk`feXc% N_\e _\ ZXd\ fe YfXi[ è )''/# k_\ k\Xd nXj \Xieè^ XYflk LJ (%, d`cc`fe X p\Xi è jgfejfij_`g i\m\el\2 `kÃ&#x2039;j efn LJ . d`cc`fe% J\Xjfe k`Zb\k jXc\j _Xm\ îfne ]ifd ]fli k_fljXe[ kf \`^_k k_fljXe[# n`k_ dfi\ k_Xe j\m\ek\\e k_fljXe[ g\fgc\ j_fnè^

lg ]fi dfjk ^Xd\j# n_`Z_ `j e\Xi kfgj ]fi `kj c\X^l\ [\jg`k\ k_\ ]XZk k_Xk I\Xc JXck CXb\ `j è fe\ f] k_\ jdXcc\jk dXib\kj% K_\ k\Xd fe k_\ Ã&#x201D;\c[ jkXik\[ kf Y\c`\m\ Xj n\cc% I\Xc JXck CXb\ jkXik\[ kf nè aljk Xj Y`^% @e )''0# k_\ le[\i[f^# fm\icffb\[ k\Xd ]ifd fe\ f] k_\ c\X^l\Ã&#x2039;j jdXcc\jk dXib\kj nfe ^Xd\ X]k\i ^Xd\ è k_\ gfjkj\Xjfe# Ã&#x201D;eXccp dXkZ_è^ lg è k_\ DCJ :lg Ã&#x201D;eXc n`k_ k_\ jkXi$jkl[[\[ Cfj 8e^\c\j >XcXop# Ã&#x201D;\c[è^ jlg\ijkXi ;Xm`[ 9\Zb_Xd% 8]k\i X i\^lcXk`fe$k`d\ (Ã&#x2020;( [iXn Xe[ X ^fXcc\jj fm\ik`d\# IfYY`\ Iljj\cc jZfi\[ è k_\ j\m\ek_ ifle[ f] g\eXckp b`Zbj kf ^`m\ I\Xc JXck CXb\ `kj Ã&#x201D;ijk$\m\i DXafi C\X^l\ JfZZ\i Z_Xdg`fej_`g% Ã&#x2C6;N_\e @ Xii`m\[ fli g\fgc\ _X[ cfjk k_\ Y\c`\] k_Xk k_\p n\i\ gXik f] jfd\k_è^ î\Xk#Ã&#x2030; _\ jXpj% Ã&#x2C6;N\Ã&#x2039;m\ jkfgg\[ k_\ ]i\\ ]Xcc Xe[ n\ Xi\ Zc`dYè^ X^Xè% K_\ \Xjp gXik `j ^\kkè^ kf k_\ kfg f] k_\ dflekXè2 k_\ _Xi[ gXik `j kf jkXp k_\i\# kf jljkXè dfd\ekld Xe[ îfnk_% N\ jk`cc [feÃ&#x2039;k _Xm\ X jfc[$flk Yl`c[è^ \m\ip ^Xd\# n\ nXek fli k\Xd kf Zfdg\k\ ]fi X Z_Xdg`fej_`g \m\ip p\Xi# Xe[ k_\i\ Xi\ jk`cc j\Xjfe k`Zb\kj kf j\cc Xe[ Zljkfd\ij kf nfn% K_\i\ Xi\ XcnXpj e\n Z_Xcc\e^\j X_\X[%Ã&#x2030; Jfd\ f] pfl i`^_k efn dXp ]\\c k_\ Z_Xcc\e^\ è ]ifek f] pfl `j èjlidflekXYc\# k_Xk `k `j efk è pfli gfn\i kf Z_Xe^\ Xe \ekì\ Zlckli\ fi èÃ&#x2022;l\eZ\ X kiXej]fidXk`fe f] Ã&#x201D;eXeZ`Xc i\jlckj n`k_ k_\ m\ip i\Xc Z_Xcc\e^\j pfl ]XZ\% 9lk i\e\nXc ZXe Xe[ [f\j fZZli# Xe[ Xj n\Ã&#x2039;m\ j_fne# `k ZXe _Xgg\e hl`Zbcp n_\e k_\ i`^_k c\X[\i ]fccfnj k_\ i`^_k gXk_%

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SWEET

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SPOT

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Time Management

By David Allen

What’s the Real Issue? Pfl ZXeËk dXeX^\ k`d\% K`d\ aljk `j% Pfl [feËk d`jdXeX^\ Ôm\ dèlk\j Xe[ nè[ lg n`k_ ]fli# fi jò% Jf n_Xk `j k_`j k_è^ k_Xk _Xj Y\\e d`jcXY\c\[ ]fi jf dXep p\Xij# Xe[ n_p [`[ `k ^\k Xe èXggifgi`Xk\ eXd\6 K`d\ dXeX^\d\ek `j i\Xccp dXeX^è^ n_Xk n\ [f# [liè^ k`d\% 9lk `kËj \Xj`\i ]fi \o\Zlk`m\j kf jXp k_Xk k`d\ `j n_Xk e\\[j kf Y\ dXeX^\[# iXk_\i k_Xe k_\dj\cm\j% @kËj \Xj`\i kf dXb\ k`d\ k_\ \e\dp Xe[ gXiX[\ fli nfik_è\jj @ _Xm\ jf dXep Y`^# `dgfikXek k_è^j kf ^\k fe\ # iXk_\i k_Xe kf jXp È@ [feËk b\\g dp Xî\\d\ekj%É K`d\ dXeX^\d\ek `j i\Xccp Xî\\d\ek dXeX^\d\ek% 8k k_\ \e[ f] k_\ [Xp# _fn ^ff[ pfl ]\\c XYflk n_Xk pfl [`[ Xe[ n_Xk pfl [`[eËk [f `j gifgfik`feXc kf _fn n\cc pfl k_èb pfl b\gk Xî\\d\ekj n`k_ pflij\c]% ;`[ pfl [f n_Xk pfl kfc[ pflij\c] kf [f6 ;`[ pfl XZZfdgc`j_ n_Xk pfl k_èb j_flc[ _Xm\ Y\\e

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in major cities across Canada

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Spring2013_V14.indd 36

E X C E L L E N C E .

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Creating True

VALUE in your Marketing By Mitch Joel

The pleasures of shopping for food. @e Xep jlg\idXib\k Z_Xè# jfd\ k_è^j Xi\ \Xjp kf Ôe[% 8ggc\j% D`cb% 9i\X[% 9lk `] pflËi\ cffbè^ ]fi ÕXoj\\[j6 :fZfelk d`cb6 Gile\j6 N_f Xdfe^ lj _Xj efk ]\ck k_\ jkìiè^j f] jlg\i$dXib\k iX^\ Xj n\ Zi`jjZifjj k_\ Õlfi\jZ\ek$c`k dXq\ f] j_\cm\j# fli j_fggè^ ZXikj YXe^è^ kf^\k_\i Xj n\ j\XiZ_ ]fi X jè^c\ gXcXkXYc\ jXcXd`6

This is a problem good marketing can solve. D\à\i# X i\^`feXc dXib\k Xe[ îfZ\ip Z_Xè è k_\ Le`k\[ JkXk\j# _Xj Zcfj\ kf knf _le[i\[ jkfi\j è D`Z_`^Xe# F_`f# @e[`XeX# @ccèf`j Xe[ B\eklZbp% K_ifl^_ k_\ì j\m\ekp$Ôm\ p\Xij# k_\ ]Xd`cp$fne\[ Yljè\jj _Xj j\\e [iXdXk`Z Z_Xe^\j è k_\ì i\kX`c \og\i`\eZ\% K_\ì g_`cfjfg_p f] È%%%kXb\ ZXi\ f] pfli Zljkfd\ij# k\Xd d\dY\ij# Xe[ Zfddle`kp%%% Xe[ Xcc f] k_fj\ n`cc kXb\ ZXi\ f] pfl# aljk c`b\ X ]Xd`cp#É jfle[j \Xie\jk \efl^_# Ylk è X nfic[ n_\i\ jlg\iZ\ek\ij Xe[ dXjj i\kX`c\ij Xi\ Y\Zfdè^ îfZ\ij# Xe[ cfZXc ]Xid\iËj dXib\kj Xi\ j\\è^ X i\jli^\eZ\# k_\ gi\jjli\ kf jkXp Zfdg\k`k`m\ Xe[ i\c\mXek Xk k_\ cfZXc c\m\c `j èk\ej\% N_`c\ `k dXp efk Y\ X j`cm\i Ylcc\k# k_\ D\à\i =è[$`k Xgg `j dlZ_ dfi\ k_Xe X jkfi\ dXg Xe[ Zflgfeè^ \e^è\% FeZ\ pfl _Xm\ glk è pfli j_fggè^ c`jk Xe[ Z_fj\e pfli jkfi\# k_\ Xgg n`cc fi[\i pfli c`jk kf Zi\Xk\ k_\ dfjk \]ÔZ`\ek iflk\ k_ifl^_ k_\ jkfi\% @] pfl ^f f]] Zflij\# k_\ Xgg n`cc j\c]$X[aljk Xj pfl ^f Xcfe^%

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So why don’t more brands do this -- solve the most frustrating problems we experience when we use their product or service? @] pfl cffb Xk k_\ kpg`ZXc [`Xki`Y\ XYflk ÈdXib\kè^ Y\è^ [\X[É fi ÈX[m\ik`jè^ Y\è^ [\X[#É pfl hl`Zbcp i\Xc`q\ k_Xk Xcc jfclk`fej kXcb XYflk k_\ `dg\iXk`m\ kf ]fi^\ X [\\g\i# dfi\ gfn\i]lc Zfee\Zk`fe n`k_ k_\ Zfejld\i% @e j_fik# YiXe[j ZXe Zi\Xk\ cfpXckp Yp Y\è^ dfi\ g\ijfeXYc\# _\cg]lc Xe[ c`bXYc\%

But that’s not enough. 9iXe[j dXp Y\ jXpè^ k_Xk k_\p nXek \e^X^\d\ek Xe[ Zfem\ijXk`fej n`k_ Zfejld\ij# Ylk k_XkËj efk n_Xk Zfejld\ij nXek% ;f pfl i\Xccp nXek kf È\e^X^\É n`k_ pfli îfZ\ip jkfi\6 Ef% Pfl nXek kf ^\k pfli ]ff[ Xe[ ^f _fd\% K_Xebj kf k_\ N\Y# Xep YiXe[ ZXe _Xm\ Xe `[\X Xe[ glYc`j_ `k kf k_\ N\Y è k\ok# `dX^\j# Xl[`f Xe[&fi m`[\f% K_`j ZXe Y\ [fe\ èjkXekcp# ]i\\# Xe[ `dd\[`Xk\cp% @kËj gi\kkp XdXqè^% 8e[ p\k# n`k_ k_`j ki\d\e[flj XZZ\jj Xe[ [`jèk\id\[`Xk\[ Z_Xee\c# n_Xk _Xm\ n\ ^fkk\e6 =fi k_\ dfjk gXik# X cfk f] m\ip kiX[`k`feXc X[m\ik`jè^ d\jjX^\j% K_\p dXp Y\ ^c`kq\[ lg kf cffb c`b\ jfd\k_è^ dfi\ k_Xe X dfd\ek f] [`jkiXZk`fe kf j\cc X Zfejld\i fe X e\n gif[lZk fi Y\e\Ôk# Ylk k_\ kilk_ `j k_Xk k_\ mXjk dXafi`kp f] YiXe[j Xi\ jk`cc Z_Xjè^ k_\ jXd\ X[m\ik`jè^ df[\c# aljk è [`]]\i\ek kpg\j f] d\[`X%

There is another way. 9iXe[j ZXe Zi\Xk\ X lk`c`kp% Jfd\k_è^ k_Xk g\fgc\ [feËk aljk nXek# Ylk e\\[% Jfd\k_è^ k_Xk nflc[ \Xie k_`j YiXe[ k_\ Zfm\i\[ jgfk fe k_\ _fd\jZi\\e f] k_\ì Zfejld\iËj jdXikg_fe\j Xe[ kXYc\kj% DXib\kè^ `j ef cfe^\i aljk XYflk d\jjX^è^ Xe[ YiXe[ cfpXckp% Efn# YiXe[j ZXe gifm`[\ X _`^_ c\m\c f] lk`c`kp n`k_ i\Xc kffcj k_Xk Zfejld\ij e\\[ kf \e_XeZ\ k_\ì [X`cp c`m\j% K_èb `kËj efk gfjj`Yc\6 @k `j%

Enter: Utilitarian marketing. N_Xk k_\ @ek\ie\k# dfY`c\ k\Z_efcf^p# Xe[ jfZ`Xc e\knfibè^ kffcj _Xm\ gifm`[\[ ZfdgXe`\j `j k_\ gfn\i kf gifm`[\ X c\m\c f] lk`c`kp kf k_\ì Zfejld\ij k_Xk k_\p Zflc[ e\m\i gifm`[\ Y\]fi\% Jf n_p Xi\eËk dfi\ YiXe[j [fè^ k_`j6 9\ZXlj\ `kËj _Xi[% KXb\ YiXe[\[ Xggj# c`b\ D\à\iËj% Fe Xep ^`m\e Jle[Xp# pfl ZXe [ild lg Xcc bè[j f] [\gi\jjè^ [XkX XYflk _fn dXep g\fgc\ [fnecfX[ YiXe[\[ Xggj Xe[ lj\ k_\d fecp feZ\ fi#

dfi\ [\gi\jjè^cp# [fnecfX[\[ k_\d Xe[ e\m\i lj\[ k_\d % K_\j\ Xi\ k_\ \oXZk [XkX gfèkj k_Xk k_\ [\m`cËj X[mfZXk\j è k_\ iffd c`b\ kf d\ek`fe n_\e k_\p kip kf Xi^l\ k_Xk dfY`c\ `jeËk `dgfikXek% N\cc# n_Xk\m\i [XkX pfl _Xm\ fe YiXe[\[ Xggj Xe[ k_\ì ljX^\ _Xj c`\[ kf pfl% 9iXe[\[ Xgg ljX^\ [f\jeËk jlZb%%% k_\ dXafi`kp f] YiXe[\[ Xggj jlZb# jf g\fgc\ [feËk Yfk_\i kf lj\ k_\d dfi\ k_Xe feZ\% 8 YiXe[Ëj jlZZ\jj `j [i`m\e Yp k_\ì cfZXk`fe% =ifd k_\ g_pj`ZXc jkfi\ k_Xk _Xj X cfk f] ]ffk kiX]ÔZ kf X ZfigfiXk\ f]ÔZ\ k_Xk n`cc XkkiXZk k_\ i`^_k Zc`\ek% K_\ e\n i\Xc \jkXk\ è nèeè^ k_\ _\Xikj Xe[ dè[j f] k_\ Zfejld\i `j k_Xk \clj`m\ _fd\jZi\\e%

The winning brands will do this by doing one thing phenomenally well: provide true utility. D\à\i `j efk Xcfe\ è gifm`[è^ X kilcp lj\]lc dfY`c\ dXib\kè^ Xgg# Ylk dXib\kè^ n`k_ X lk`c`kp$Ôijk dè[j\k `j jk`cc è X eXjZ\ek jkX^\% 9iXe[j c`b\ Le`hcf# C<>F# GifZk\i >XdYc\# JblccZXe[p Xe[ dfi\ _Xm\ Y\^le kf ZcX`d cXe[ è k_`j gfn\i]lc k\ii`kfip Xj n\cc% K_\ ki`Zb `j è efk dXbè^ k_\j\ è`k`Xk`m\j X gXicfi ki`Zb# Ylk gXik f] X n\cc$k_fl^_k flk Xe[ jkiXk\^`Z ZXdgX`ê% Efn# kXb\ X jk\g YXZb Xe[ Xjb pflij\c] k_`j1 ?fn dlZ_ f] dp dXib\kè^ `j X kil\ lk`c`kp ]fi dp Zfejld\i6

Now, what are you going to do about it?

Mitch Joel `j gi\j`[\ek f] Kn`jk @dX^\ Ç Xe XnXi[$nèeè^ [`^`kXc dXib\kè^ X^\eZp% ?`j Ôijk Yffb# Jò Gò\cj f] J\gXiXk`fe# eXd\[ X]k\i _`j _`^_cp jlZZ\jj]lc Ycf^ Xe[ gf[ZXjk f] k_\ jXd\ eXd\ `j X Yljè\jj Xe[ dXib\kè^ Y\jkj\cc\i% ?`j e\ok Yffb# :KIC 8CK ;<C# n`cc Y\ glYc`j_\[ fe DXp )(jk# )'(*%

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Building Your Platform:

The Braun & Bieber Story BY Herbert

Lui

Love him or hate him, you’ve heard the name Justin Bieber. You’ve heard of the term, “Bieber Fever,” and you’ve probably even seen commercials of his documentary, or at least heard one of his annoyingly catchy songs on the radio. This is no random coincidence; this allpermeating movement is the result of careful planning and hard work.

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K_\ dXjk\idè[ Y\_è[ 9`\Y\i =\m\i fi gXk`\ek q\if f] `k# Xj _\ ZXccj _`dj\c] `j K_\ 8ik f] DXib\kè^ jg\Xb\i JZffk\i 9iXle% 9ilXe gfèkj kf jfZ`Xc d\[`X Xj X ZXkXcpjk ]fi Z_Xe^è^ k_\ dlj`Z ^Xd\ Yp Xccfnè^ Xik`jkj kf i\XZ_ ]Xej [ì\Zkcp% =ifd _`j g\ijg\Zk`m\# Xik`jkj Xi\ ef cfe^\i aljk g\i]fid\ij# fi \m\e YiXe[j% K_\p Xi\ X gcXk]fid% @e k_\ ]lkli\# 9iXle \em`j`fej k_Xk \m\ip kXjb Xik`jkj# Xk_c\k\j# fi g\fgc\ è ^\e\iXc g\i]fid n`cc Y\ Xe X[m\ik`j\d\ek ]fi k_\ì gcXk]fid% <m\ip g`\Z\ f] Zfek\ek $$ \m\ip dlj`ZXc XZk# \m\ip m`[\f# \m\ip aldg j_fk# n`cc Xcc Y\ Xe \e[fij\d\ek ]fi k_\ Xik`jkËj gcXk]fid% @e k_`j [Xp Xe[ X^\# Xj 9iXle gfèkj flk# jfZ`Xc d\[`X _Xj dX[\ `k gfjj`Yc\ ]fi [ì\Zk Zfem\ijXk`fe n`k_ fe\ f] pfli _\if\j kf kXb\ gcXZ\ è pfli fne c`mè^ iffd% K_`j ]XZk `j k_\ fecp i\Xjfe 9`\Y\i Xe[ 9iXle dXeX^\[ kf dXb\ `k kf n_\i\ k_\p Xi\ kf[Xp% 9\]fi\ i\jfikè^ kf jfZ`Xc d\[`X# 9iXle _X[ \o_Xljk\[ _`j ZfekXZkj è k_\ dlj`Z è[ljkip% ?\ _X[ XggifXZ_\[ \m\ipfe\ è ?fccpnff[ kf j`ê Aljkè 9`\Y\i% ?\ \m\e ^fk klie\[ [fne Yp _`j _\if\j $$ g\fgc\ n_f _\Ë[ X[dì\[ ]fi _`j \ekì\ c`]\% 9iXle g\ij`jk\[% <m\eklXccp# 9iXle i\Xc`q\[ _\ e\\[\[ kf jn`kZ_ _`j XggifXZ_1 _\ [\Z`[\[ kf ^f [ì\Zkcp kf k_\ Zfejld\i Xe[ dXib\k\[ Aljkè 9`\Y\i Xj X gcXk]fid% Kf k_`j [Xp# _\ jkXe[j Yp _`j m`j`fe f] k_\ Xcd`^_kp gcXk]fid% È@ XZklXccp k_èb n\Ëi\ Y`^^\i k_Xe Xep ZfigfiXk`fe è k_\ nfic[ Y\ZXlj\ n\ _Xm\ d`cc`fej f] [\mfk\[ ]Xej n_f Zi\Xk\ Zfek\ek fe X [X`cp YXj`j ]fi lj# Xe[ n\ [`jki`Ylk\ `k k_ifl^_ fli gcXk]fidj%É N_\e `k Zfd\j kf dXib\kè^# 9iXle _Xj jfd\ n`j\ X[m`Z\ kf j_Xi\% Fe\ f] k_\j\ ^\dj `j kf i\dXè Xlk_\ek`Z è \m\ip nXp $$ [feËk gi\k\e[ kf Y\ jfd\k_è^ pflËi\ efk% ÈPflKlY\ `j YXi\ Yfe\j Xe[ Xcc n\ [`[ nXj lj\ X Õ`g m`[\f ZXd\iX#É gfèkj flk 9iXle% <m\e è _`j [\c`m\ip f] k_\ PflKlY\ m`[\fj# 9iXle Z_fj\ efk kf _ì\ X Ôcd gif[lZk`fe Zi\n% @ejk\X[# _\ lj\[ X dfi\ XdXk\li _Xe[_\c[ ZXd\iX Xe[ Ôcd\[ i\Xc$c`]\ dfd\ekj% ÈK_\i\ nXj ef fk_\i dXib\kè^ Y\_è[ `k% @k nXj dp cXgkfg# X Õ`g ZXd\iX# Xe[ Aljkè Xe[ _`j cXgkfg% N\ [feËk ^`m\ k_\d gXjjnfi[j kf Xepk_è^% Aljkè [f\j `k _`dj\c] Xe[ n\ Zi\Xk\ fli fne Zfek\ek% N\ b\\g `k fi^Xe`Z Xe[ k_XkËj fli j\Zi\k#É _\ jXpj

è Xe èk\im`\n n`k_ =fiY\j% @ek\i\jkè^ j`[\ kXe^\ek1 ?\i\Ëj Xe \oXdgc\ f] Xlk_\ek`Z m`[\fîXg_p $$ X cfn$hlXc`kp m`[\f _`^_c`^_kè^ X Zfem\ijXk`fe Y\kn\\e 9iXle n`k_ Zc`\ek 8j_\i Ifk_ Xe[ =fiY\jË ?`g$?fg :Xj_ Bè^ Cl[XZi`j% @e jk`Zbè^ n`k_ k_\ì iffkj# 9iXle [\Z`[\[ kf _Xm\ 9`\Y\i [f Xe èk\im`\n n`k_ X ]Xe ZclY èjk\X[ f] X _l^\ e\nj flkc\k è k_\ c`kkc\ k`d\ _\ nXj è 8ljkiXc`X% K_\ i\Zfi[ ZfdgXep gifk\jk\[# Ylk 9iXle n\ek n`k_ _`j ^lk $$ X]k\i Xcc# k_\j\ n\i\ 9`\Y\iËj ]Xej% 8j X i\jlck# k_Xk m`[\f \Xj`cp Y\ZXd\ fe\ f] k_\ dfjk m`\n\[ m`[\fj k_Xk n\\b% :fdgXiXk`m\cp# _fn dXep m`\nj [f\j X g`\Z\ è X e\njgXg\i ^\k6 Ef dXkk\i n_Xk k_\ ZìZlcXk`fe# Xe Xik`Zc\ n`cc gifYXYcp efk i\Z\`m\ ,''#''' [\[`ZXk\[ i\X[\ij ]fi k_Xk fe\ Xik`Zc\% K_\ m`\n Zflek j`kj Xk Xcdfjk ,)'#''' Xk k_\ k`d\ f] ni`kè^% 9iXleËj dXib\kè^ kXZk`Zj dXp jfle[ lekiX[`k`feXc fi leljlXc# Ylk `k jli\ [\c`m\ij i\jlckj% N_Xk bè[ f] X[m`Z\ ZXe _\ j_Xi\ XYflk _`j XggifXZ_6 ÈPflËcc e\m\i befn jfd\k_è^ lec\jj pfl kip% Pfl e\m\i befn# `] @ [`[eËk Ôe[ Aljkè fi _\ [`[eËk Ôe[ d\% K_\ fecp nXp pflËcc Ôe[ flk jfd\k_è^ `j kf ]X`c Y\ZXlj\ pfl fecp e\\[ fe\ jlZZ\jj kf Y\ jlZZ\jj]lc% K_\p dXb\ d\ cffb jdXik\i k_Xe @ Xd fe X [X`cp YXj`j%É K_\j\ Xi\ nfi[j Zfem\pè^ k_fl^_kj j_Xi\[ Yp ;`je\pËj D`Z_X\c <`je\i $$ jlZZ\jj `j ljlXccp Yfie k_ifl^_ ]X`cli\%

Herbert Lui cfm\j jkXiklgj# Zi\Xk`m`kp# Xe[ èefmXk`fe% ?\ _Xj Y\\e XZk`m\cp Ycf^^è^ XYflk k\Z_efcf^p Xe[ Zfejld\i \c\Zkife`Zj jèZ\ k_\ jldd\i f] )''.# Xe[ jk`cc \eafpj \m\ip dèlk\ f] `k% ?\iY\ik `dd\ij\j _`dj\c] è \m\ipk_è^ _\ nXekj kf c\Xie dfi\ XYflk% ?\ jkl[`\j :fejld\i 9\_Xm`fi Xk k_\ Le`m\ij`kp f] N\jk\ie FekXi`f% @e n_Xk\m\i jgXi\ k`d\ _\ _Xj# ?\iY\ik ZXe Y\ ]fle[ n`k_ _`j ]i`\e[j Xe[ ]Xd`cp# _ffb\[ fe X Yffb# fi cffbè^ ]fi X e\n nXp kf `dgifm\ c`]\% Kn`kk\i1 _kkg1&&nnn%kn`kk\i%Zfd&?\iY\ikCl`

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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! erio is big win usly tho u guys rock. Th ner. is campa ign That’s a wesome ! TTYL!

Product Marketing Solutions 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

Data

is the

NEW

How to Redefine Customer Loyalty with Data

By Vince Timpano

In January, 2011, the World Economic Forum and Bain & Company published a report entitled “Personal Data: The Emergence of a New Asset Class.” The report quotes Meglena Kuneva, the European Consumer Commissioner, describing personal data as “the new oil.” Certainly most of us would agree that customer data is a resource that, as the report describes it, has become as important a foundation for modern business as capital or labour. Certainly the rise of readily accessible, large and diverse data sets has profound implications for those marketers who have long enjoyed relationships. We’ve built those relationships by leveraging two key competencies: The ability to reward customers in a way that encourages loyalty and moves them towards greater engagement, tenure and advocacy; and the ability to manage the explicit exchange of information between customers and companies to deliver targeted, relevant and personalized offers. But everything marketers understand about customer loyalty is changing. A paradigm shift is underway, and nowhere is that change more profoundly felt than in the collection and use of customer data for marketing. While change is never easy, it represents opportunity—and this paradigm shift gives us the chance to leverage customer data in a way that enhances and deepens customer relationships in an environment of value and trust. While marketing theory has sometimes outpaced our operational realities, new technologies are rapidly expanding our range of possibilities—and we’re entering an age in which we can finally fulfill the promise of customer-centric marketing. That said, a struggle is already underway over the control of customer data – for control of the relationship between brands and consumers, and for the right to deliver relevance and reward in the consumer’s search for value and recognition. This revolution in customer insight and communication, driven by the digitization of everyday life, has created a relentless stream of new technologies and initiatives that threaten to overwhelm both the needs and the patience of our customers. On one side of the battle lines lies some of the world’s largest data aggregators and social media companies, which continue to offer behavioural targeting services that invite skeptical media coverage accusing these companies of treading on consumer privacy, remaining opaque to regulators and offering complex opt-out options. On the other

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on a foundation of value and trust. These marketers collect customer data through well-established models of recognition and reward that provide a safe haven for consumers, display better targeting capabilities and deliver demonstrable return on investment. But those of us in the latter camp can’t remain complacent in the security and sanctity of our customer relationships. To win the battle for relevance, it has become imperative for the classic customer loyalty cycle to evolve beyond its roots. Technology, the global economy and customer demographics have profoundly shifted the customer loyalty landscape in ways that will require marketers to focus on these new imperatives: •

•

Extend the loyalty cycle. Most loyalty marketing initiatives traditionally focus on the transaction: Tracking customer behaviour requires only the swipe of a plastic loyalty card or payment card at the point of sale. Likewise, the customer loyalty cycle focuses solely on the core behaviour of purchases, earning and redemption. But those days are fast ending. It has become critically important to identify not only customer transactions, but also customer interactions across every digital channel and communication platform. Connect the data dots. In addition, marketers around the globe are engaged in a race of sorts to “connect the dots” between these varying data touch points to better understand customer behaviour. All of us have pieces of the consumer puzzle, and loyalty marketers typically have more of those pieces than most. But the winners will be those marketers who can successfully unite disparate sources of data in order to paint a complete picture of the customer relationship. Deliver value and relevance. behaviour to build loyalty with the next generation of consumers will require us to deliver real value and relevance through our marketing offers. There are nearly 9 million Generation Y consumers in Canada who have extremely high expectations of their brand relationships,

The value that can be derived from data holds a few other key implications for marketers: •

If you don’t leverage your customer data, others will. If you don’t collect and use proprietary customer data, other companies, including your competitors, will collect and use data on your customers. In many cases, that data will come from sources that have not asked for consumer permission and which do not enjoy consumer trust—and the results may impact your customer relationships in ways entirely outside of your control.

•

If you don’t deliver the right offer, others will. Without the ability to consistently deliver the right message or offer to the right customer, in the right place, at the right time, vulnerable to competitive promotions. The right offer will come from somewhere— and if it doesn’t come from you, then you’ve already lost the battle for customer loyalty.

•

Remaining on the sidelines is no longer an option. Every consumer- facing company in every industry must develop, execute and evolve a data-fueled customer loyalty strategy in order to maintain control of and build value into their customer relationships.

Those companies who fail to evolve their customer loyalty falling by the wayside. That’s because so much of today’s marketing activity, as technically impressive and buzz-worthy as it may be, is not designed to offer timely, relevant, and rewarding solutions to consumers’ complex lives. In today’s globalized, fragmented economy, the winners will increasingly be separated from the losers by their ability to collect, analyze and derive actionable insight from this data. Those marketers who hope to stay ahead of this revolution must develop or acquire the ability to deliver marketing

commodity of consumer information in a way that secures its continuing supply.

programs. Delivering this value will require marketers to

By focusing on these imperatives, customer-centric marketing will evolve in a way that builds value for customers, companies and their stakeholders. And by evolving our processes, we’ll continue to excel at guiding our customers along their journey towards brand loyalty. Over time, the lion’s share of marketing spend will migrate to those companies that adopt the perspective of their customers, understand their needs, and work backwards, rather than to those that begin with the

Vince Timpano is the Canadian President and CEO of Aimia, a global leader in loyalty management, with unique capabilities and proven expertise in delivering proprietary loyalty services, launching and managing coalition loyalty programs, creating value through loyalty analytics and driving innovation in the emerging digital and mobile spaces. In Canada, Aimia owns and operates Aeroplan, Canada’s premier coalition loyalty program, as well as a proprietary loyalty division that designs, launches and operates new client programs. Aimia also offers world-class data analytics through its Intelligent Shoppers Solutions suite of tools and has a minority position in Cardlytics, a pioneer of transaction-driven marketing in banking.

than those of their customers.

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WORK LESS &GET MORE By Stephen Shapiro

There is nothing wrong with hard work. 9lk n_Xk `] k_\i\ `j X nXp f] \okiXZkè^ k_\ î\Xk\jk Xdflek f] mXcl\ n`k_ k_\ c\Xjk Xdflek f] \]]fik# k_lj ]i\\è^ pfl lg kf [f fk_\i dfi\ mXclXYc\ k_è^j6 8j Xe \eki\gi\e\li# k_\i\ Xi\ Xe lec`d`k\[ eldY\i f] k_è^j pfl Zflc[ [f è fi[\i kf îfn fi `dgifm\ pfli Yljè\jj% @ Zflc[ \Xj`cp b\\g dpj\c] Yljp ('' _flij g\i n\\b# Xe[ _Xm\ [fe\ jf Zflekc\jj k`d\j k_ifl^_flk dp ZXi\\i% Le]fikleXk\cp# n\ f]k\e ZfemèZ\ flij\cm\j k_Xk n\ DLJK nfib k_fj\ bè[j f] _flij è fi[\i kf Y\ jlZZ\jj]lc% K_\ i\Xc`kp `j k_Xk k_\i\ `j X gfèk f] [`dè`j_è^ i\kliej% 8ck_fl^_ dfi\ nfib d`^_k gif[lZ\ dfi\ i\jlckj# k_\ i\klie fe k_\ X[[`k`feXc \]]fik [\Zi\Xj\j j`ê`ÔZXekcp% I\^Xi[c\jj# n\ b\\g gcl^^è^ Xcfe^ Y\ZXlj\ n\ Xi\ gifîXdd\[ kf [f jf% @ g\ijfeXccp ]\\c c`b\ @Ëd jcXZbè^ f]] `] @Ëd efk fe dp Zfdglk\i# fe k_\ g_fe\ dXbè^ ZXccj# fi d\\kè^ n`k_ g\fgc\% =fi jfd\ è[`m`[lXcj# k_\p nflc[eËk befn n_Xk kf [f n`k_ k_\ì k`d\ `] k_\ì gif]\jj`fe [`[ efk b\\g k_\d fZZlg`\[% K_\i\ Xi\ fk_\ij n_f Y\Zfd\ nfibX_fc`Zj è fi[\i kf Xmf`[ [\Xcè^ n`k_ [`]ÔZlck `jjl\j è k_\ì c`]\% Jf n\ b\\g fe nfibè^% 9lk n_Xk `] pfl n\i\ fecp Xccfn\[ kf nfib fe\ _fli X [Xp6 N_Xk nflc[ pfl [f6

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@ Xd jli\ pfl Xi\ k_èbè^ k_Xk k_`j `j \Xj`\i jX`[ k_Xe [fe\% N\cc f] Zflij\ \m\ipk_è^ `j \Xj`\i jX`[ k_Xe [fe\ I\^Xi[c\jj# n\ cffb ]fi \oZlj\j Xj kf n_p n\ ZXeËk [f jfd\k_è^% N\ YcXd\ fli gXi\ekj% N\ YcXd\ fli ZìZldjkXeZ\j% N\ YcXd\ k_\ ^fm\ied\ek% N\ YcXd\ fli ]Xd`cp% N\ YcXd\ fli \dgcfp\i fi Yfjj% N\ cffb ]fi i\Xjfej kf Xmf`[ kipè^ jfd\k_è^ e\n2 jfd\k_è^ k_Xk d`^_k iX[`ZXccp Z_Xe^\ pfli Yljè\jj Xe[ pfli c`]\% K_\i\]fi\# èjk\X[ f] Ôe[è^ i\Xjfej n_p jfd\k_è^ nfeËk nfib# ^\k Zi\Xk`m\ XYflk _fn kf dXb\ `k nfib% 8jb pflij\c]# È?fn ZXe @ Xggcp k_\ le[\icpè^ gièZ`gc\j kf dp jg\Z`ÔZ j`klXk`fe6É <m\e `] pfl ZXeËk Xggcp k_\ ZfeZ\gk è `kj \ekì\kp# cffb ]fi k_\ el^^\kj k_Xk pfl ZXe lj\% ?\i\ Xi\ jfd\ `[\Xj kf ^\k pfl jkXik\[1

Focus on What’s Most Important <XZ_ dfieè^ @ Xjb dpj\c]# n_Xk `j k_\ fe\ k_è^ @ e\\[ kf [f kf[Xp6 N_Xk `j k_\ fe\ k_è^ k_Xk n`cc Zi\Xk\ k_\ dfjk mXcl\6 FeZ\ @ [\k\idè\ k_`j Zi`k`ZXc kXjb# @ \e^X^\ è k_Xk XZk`m`kp ]fi k_\ [Xp% <m\ipk_è^ \cj\ `j \c`dèXk\[# [\c\^Xk\[ fi [\]\ii\[% @ejk\X[ f] b\\gè^ dpj\c] Yljp Xe[ Zc`dYè^ kf k_\ kfg f] k_\ ÈJÉ Zlim\ j\\ g`Zkli\ # @ jkfg Xk k_\ èÕ\Zk`fe gfèk2 k_\ gfèk f] [`dè`j_è^ i\kliej k_\ jkXi % GXi\kf nflc[ jXp k_Xk )' f] k_\ \]]fik gifm`[\j /' f] k_\ i\jlckj% N_\k_\i `k `j )' fi +' `j efk `dgfikXek% K_\ b\p `j kf Ôe[ k_\ gfèk n_\i\ dfi\ \]]fik jkXikj gif[lZè^ ]\n\i i\jlckj# Xe[ fecp pfl ZXe [\Z`[\ k_Xk% N`cc pfl XZ_`\m\ ('' f] k_\ gfk\ek`Xc mXcl\6 GifYXYcp efk% 9lk `j jhl\\qè^ flk Xe \okiX )' f] mXcl\ i\Xccp nfik_ + fi , k`d\j k_\ \]]fik6 K_\ b\p `j kf ]fZlj fe XZk`m`k`\j k_Xk n`cc Zi\Xk\ c\m\iX^\ Xe[ n`cc dXo`d`q\ i\jlckj%

Create a New S Curve N_Xk n`cc pfl [f n`k_ pfli ]i\\ k`d\6 Pfl Zflc[ kXb\ X mXZXk`fe# jg\e[ k`d\ n`k_ ]Xd`cp# fi mfclek\\i Xe[ ^`m\ YXZb kf jfZ`\kp% Fi# pfl Zflc[ Zi\Xk\ X e\n J$Zlim\% @ejk\X[ f] jhl\\qè^ flk k_fj\ ]\n \okiX [ifgj ]ifd pfli Zlii\ek Yljè\jj df[\c n_\i\ k_\i\ Xi\ [`dè`j_è^ i\kliej# jkXik Yl`c[è^ X e\n Yljè\jj fi Yljè\jj df[\c k_Xk c\m\iX^\j pfli gXjk jlZZ\jj p\k Zi\Xk\j \ekì\cp e\n i\m\el\ fggfikle`k`\j% N`k_ k_\ ]i\\[ lg k`d\# @Ëm\ Y\\e nfibè^ fe X e\n Yffb k_Xk kXi^\kj X Zfdgc\k\cp [`]]\i\ek dXib\k ]fi d\% K_`j n`cc kXb\ lg]ifek \]]fik% 9lk n_\e `k `j [fe\# Xe[ @ _Xm\ Yl`ck lg dfd\ekld# @ n`cc jg\e[ c\jj k`d\ fe k_Xk Yljè\jj df[\c# ]i\\è^ d\ kf Zi\Xk\ X e\n j\k f] i\m\el\ jki\Xdj% Kf Y\ Zc\Xi# @ Xd efk jl^^\jkè^ pfl [f X _Xc]$Xjj\[ afY% ;fè^ jf n`cc b`cc pfli Yljè\jj è k_\ cfe^ ile% 8e[ k_`j jkiXk\^p nfibj Y\jk ]fi X Yljè\jj k_Xk _Xj dfd\ekld2 n_\i\ pfl Xi\ Xci\X[p jlZZ\jj]lc% FeZ\ pfl Xi\ jlZZ\jj]lc# pfl ZXe k_\e i\Xg k_\ i\nXi[j% Pfl ZXe `dgc\d\ek gifZ\jj\j k_Xk fk_\ij ZXe \o\Zlk\% Pfl ZXe [\c\^Xk\# XlkfdXk\# fi \c`dèXk\ k_\ k_è^j k_Xk Xi\ efk Zi`k`ZXc%

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Ditch your Worst Customers Cffb Xk pfli Zljkfd\ij% @ejk\X[ f] kipè^ kf ^\k dfi\ Zljkfd\ij# Xjb# ÈN_`Z_ Zljkfd\ij j_flc[ @ \c`dèXk\6É 8[d`k `k# k_\i\ Xi\ Zljkfd\ij k_Xk ^\e\iXk\ c\jj èZfd\ k_Xe fk_\ij# p\k kXb\ lg dfjk f] pfli k`d\% K_\ jfclk`fe6 ;`kZ_ k_\ )' k_Xk Xi\ jlZbè^ lg pfli k`d\ Ylk efk gif[lZè^ Zfdd\ejliXk\ i\kliej% K_`j efk fecp ]i\\j lg jfd\ _flij è pfli [Xp# `k ]i\\j lg pfli d\ekXc \e\i^p% @ i\Xc`q\ k_Xk n_\e dfe\p `j k`^_k# k_`j ZXe j\\d c`b\ X i`jbp gifgfj`k`fe% 8e[# `k `j 9lk pfl èkl`k`m\cp befn k_Xk Xkk\dgkè^ kf b\\g ('' f] pfli Zljkfd\ij _Xggp ('' f] k_\ k`d\ n`cc b\\g pfl nfibè^ ('' _flij X n\\b# c`d`kè^ pfli kil\ îfnk_ gfk\ek`Xc%

Ditch Your Lowest Return Activities Cffb Xk k_\ nfib pfl [f% Cffb Xk pfli kf [f c`jk% Pfl n`cc e\m\i ^\k ('' f] k_\ nfib [fe\# \m\e `] pfl _X[ )'' _flij è X n\\b% I\^Xi[c\jj# n\ jk`cc jki`m\ kf ^\k ('' [fe\% 8^Xè# k_`j d\ekXc`kp c`d`kj pfli îfnk_ gfk\ek`Xc% @ejk\X[ f] Xjbè^# È?fn ZXe @ ^\k Xj dlZ_ [fe\ Xj gfjj`Yc\6É Xjb# ÈN_Xk j_flc[ @ jkfg [fè^6É fi ÈN_Xk Xi\ k_\ k_è^j @ dljk [f6É Fi Y\kk\i p\k# Xjb# ÈN_Xk `j k_\ fe\ k_è^ k_Xk n`cc lecfZb k_\ î\Xk\jk îfnk_ gfk\ek`Xc ]fi dp Yljè\jj6 N_Xk ^`m\j d\ c\m\iX^\6É 9\ _fe\jk% N_Xk nflc[ _Xgg\e `] pfl ^fk fe\ c\jj k_è^ [fe\ f]] pfli kf [f c`jk6 Knf c\jj k_è^j6 =è[ k_\ jn\\k jgfk f] n_\i\ pfl ZXe ^\k k_\ fgk`dXc i\klie% K_\e [\c\^Xk\# XlkfdXk\# fi \c`dèXk\ k_\ i\jk% N_`c\ `k dXp ]\\c c`b\ `k# pfl Xi\ efk k_\ fecp fe\ n_f ZXe [f dfjk f] pfli XZk`m`k`\j% 8e[ Y\c`\mè^ k_Xk n`cc b`cc pfl%

Ditch Your Stuff 9XZb è (000# @ dX[\ X ZfejZ`flj [\Z`j`fe kf [fnej`q\ dp c`]\2 Xe[ @ [`[ jf kf X î\Xk \ok\ek% @e ]XZk# @ nXj XYc\ kf ^\k \m\ipk_è^ k_Xk @ fne\[ èkf knf Yfo\j Æ c`k\iXccp% @e [fè^ jf# n_Xk @ _X[ [`jZfm\i\[ nXj k_Xk k_\i\ `j X ]i\\[fd# X c`Y\iXk`fe k_Xk Zfd\j ]ifd efk _Xmè^ Èjkl]]É Xe[ ]ifd Y\è^ XYc\ kf c`m\ k_\ j`dgc\jk c`]\ gfjj`Yc\% N_\e k_\i\ `j c\jj Zclkk\i Xifle[ pfl# k_\i\ Xi\ ]\n\i k_è^j kf nfiip XYflk% 8e[ Y\ZXlj\ pflËi\ jg\e[è^ c\jj dfe\p# pfl [feËk _Xm\ kf ZfeZ\ie pflij\c] n`k_ dXbè^ Xj dlZ_ dfe\p% @k ^`m\j pfl ]i\\[fd% K_\i\]fi\# èjk\X[ f] XZZldlcXkè^# n_Xk pfl e\\[ kf [f `j jkXik Xggi\Z`Xkè^% KXb\ X _Xi[ cffb Xk n_Xk pfl _Xm\ Xe[ n_\i\ pflËi\ jg\e[è^ pfli dfe\p% 8jb pflij\c]# ÈN_Xk [f @ i\Xccp# kilcp e\\[6É N_Xk ZXe @ ^\k i`[ f]6 K_\e Y\^è k_\ gifZ\jj f] [feXkè^# i\ZpZcè^ fi [`jgfjè^ f] k_\ \oZ\jj% @] pfl ]i\\ lg pfli jgXZ\# pfl n`cc le[flYk\[cp ]i\\ lg pfli dè[% =i\\è^ lg pfli k`d\ Yp ]fZljè^ fe n_XkËj `dgfikXek n`cc gif[lZ\ î\Xk [`m`[\e[j è k_\ \e[% @] pfl fecp jg\ek )' f] pfli k`d\ \okiXZkè^ /' f] k_\ mXcl\ ]ifd pfli Yljè\jj# k_`j ^`m\j pfl /' f] pfli k`d\ kf [f jfd\k_è^ [`]]\i\ek Æ jfd\k_è^ dfi\ ]lcÔccè^# jfd\k_è^ dfi\ \eafpXYc\# fi jfd\k_è^ k_Xk ZXe gifm`[\ \m\e î\Xk\i cfe^$k\id mXcl\% =i\\[fd `j k_\ eXd\ f] k_\ ^Xd\% ;feËk c\k g\i]\Zk`fe Y\ k_\ \e\dp f] X ^ff[ c`]\ Xe[ X jlZZ\jj]lc Yljè\jj%

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

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Flat Army:

Creating a Connected and Engaged Organization BY Dan

Pontefract

The Collaborative Leader Action Model @e )'('# @9D i\c\Xj\[ X i\j\XiZ_ i\gfik \ek`kc\[ Ã&#x2C6;Nfibè^ 9\pfe[ 9fi[\ij1 @ej`^_kj ]ifd k_\ >cfYXc :_`\] ?ldXe I\jfliZ\ F]Ã&#x201D;Z\i Jkl[p%Ã&#x2030; K_\ Ã&#x201D;e[è^j ^\idèXk\[ ]ifd jlim\pj Xe[ [`jZljj`fej n`k_ fm\i j\m\e _le[i\[ :?IFj XZifjj k_\ ^cfY\% Knf b\p gfèkj n\i\ iX`j\[ k_Xk Ã&#x201D;k e`Z\cp èkf k_\ k_\d\ f] =cXk 8idp% :?IFj Y\c`\m\ k_\i\ `j1 r B TIPSUBHF PG DSFBUJWF MFBEFST BOE r JOFGGFDUJWF DPMMBCPSBUJPO BOE LOPXMFEHF TIBSJOH BNPOH MFBEFST Efk jligi`jè^cp# ]\n\i k_Xe ** g\iZ\ek f] :?IFj n_f gXik`Z`gXk\[ è k_\ i\j\XiZ_ ]\ck k_\ì ZfdgXe`\j n\i\ X[\gk Xk c\X[\ij_`g [\m\cfgd\ek `kj\c]% =lik_\idfi\# ./ g\iZ\ek f] k_fj\ jXd\ \o\Zlk`m\j [`[eÃ&#x2039;k k_èb k_\ì fi^Xe`qXk`fej n\i\ \]]\Zk`m\ Xk ZfccXYfiXk`fe% Kf[Xp# dXep fi^Xe`qXk`fej _Xm\ c\X[\ij_`g$[\m\cfgd\ek kiXèè^ gifîXdj ]fi k_\ì \dgcfp\\j% 9lk [f k_fj\ jXd\ fi^Xe`qXk`fej ]fccfn X c\X[\ij_`g XZk`fe df[\c k_Xk \eZfliX^\j \m\ipfe\ è k_\ fi^Xe`qXk`fe kf Zfee\Zk Xe[ Zfeki`Ylk\6 @j k_\ c\X[\ij_`g$XZk`fe df[\c X gXik f] k_fj\ jXd\ kiXèè^ gifîXdj6 ;f k_fj\ c\X[\ij_`g$[\m\cfgd\ek gifîXdj èZcl[\ X e\n Xkk`kl[\# X e\n ;E8# X e\n Y\[ifZb k_Xk jkXikj Ã&#x201D;ijk n`k_ k_\ efk`fe k_Xk \m\ipfe\ Xk k_\ ZfdgXep `j è ]XZk X c\X[\i6 :Xe k_\p \m\e gifefleZ\ Ã&#x2C6;nì\XiZ_pÃ&#x2030;6 @dgc\d\ekè^ =cXk 8idp Xe[ k_\ :C8D jkXikj n`k_ k_\ gièZ`gXc k\e\k k_Xk n\ e\\[ kf fg\e fli [ffij# k\Xi [fne k_\ ZlY`Zc\j# Xe[ èm`k\ k_\ \ekì\ fi^Xe`qXk`fe kf k_\ kXYc\ Y\]fi\ dXbè^ [\Z`j`fej fi èm\ekè^ k_\ e\ok e\n j_èp fYa\Zk% @kÃ&#x2039;j k_\ _Xidfe`flj c\X[\i qfe\ Xcc c\X[\ij j_flc[ Y\ kipè^ kf XkkXè% K_\ :C8D _\cgj XZ_`\m\ k_`j% K_\ :fee\Zk\[ C\X[\i 8Zk`fe Df[\c `j X gifZ\jj k_Xk Yiè^j _\k\iXiZ_p kf k_\ jli]XZ\ n`k_è j`klXk`feXc _`\iXiZ_p% @k gifm`[\j k_fj\ :?IFj d\ek`fe\[ XYfm\ n`k_ X j`dgc\ c\X[\ij_`g Xe[ ZfccXYfiXk`fe Y\_Xm`fiXc df[\c k_Xk [i`m\j

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Zffg\iXk`fe# befnc\[^\ j_Xiè^# Zi\Xk`m`kp Xe[ [\m\cfgd\ekÇk_\ m\ip jXd\ kiX`kj k_\ :?IFj Y\c`\m\ Xi\ Zlii\ekcp è [ì\ jkiX`kj n`k_è k_\ì fi^Xe`qXk`fej% @dX^è\ ]fi X dfd\ek pflËi\ è X iXk_\i cXi^\ fi^Xe`qXk`fe n`k_ j\m\iXc Yljè\jj le`kj jgi\X[ XZifjj dlck`gc\ ^\fîXg_`\j% Fe\ c\X[\i è X gif[lZk dXib\kè^ le`k èjkilZkj _`j k\Xd kf [\j`ê X ^f$kf$dXib\k jkiXk\^p ]fi X gif[lZk cè\ k_Xk jgèj X e\n d\jjX^\ k_\ fi^Xe`qXk`fe _Xj e\m\i j\\e Y\]fi\% D\Xen_`c\# è k_\ ZfigfiXk\ dXib\kè^ k\Xd# k_\p Xi\ Yljp c`b\ Y\Xm\ij# Yl`c[è^ flk X e\n ZXdgX`ê k_Xk jki\kZ_\j Zlii\ek d\jjX^è^ Ylk Yl`c[j f]] f] X gi\m`fljcp Xî\\[$lgfe k_\d\% @e X k_ì[ gXik f] k_\ fi^Xe`qXk`fe# Xefk_\i k\XdÇgif[lZk dXeX^\d\ekÇ`j aljk XYflk Ôe`j_\[ X e\n cè\ f] gif[lZkj# n`k_ k_\ c\X[\i kXbè^ k_\ gifXZk`m\ d\Xjli\ n`k_ _\i k\Xd f] \jkXYc`j_è^ k_\ eXd\ f] k_\ gif[lZk% J_\ _Xj Xcjf ZiX]k\[ k_\ d\jjX^\# b\p k_\d\j Xe[ kX^ cè\% J_\ jk`Zbj Ôid n`k_ _\i Y\c`\] k_`j `j b\p kf gif[lZk jlZZ\jj% ?\i k\Xd ifZbj# fi Xk c\Xjk k_XkËj n_Xk j_\ k_èbj%

t 5FBN #1 t 5FBN #2 t 5FBN #3

`j Zfdgi`j\[ f] X [`ZkXkfi`Xc c\X[\i n_f _Xj èjkilZk\[ _`j k\Xd kf [f _`j n`cc# Xe[ _`j k\Xd dljk c`jk\e fi \cj\ % _Xj X k\Xd k_Xk `j ]fccfnè^ gi\m`fljcp \jkXYc`j_\[ giXZk`Z\# Ylk `jeËk èmfcmè^ Xepfe\ \cj\ [\jg`k\ ^ff[ èk\ek`fej% `j \X^\i Xe[ èefmXk`m\ Ylk j\\j ef e\\[ kf èZcl[\ fk_\ij XZifjj k_\ ZfdgXep è k_\ eXdè^ fi d\jjX^è^ gifZ\jj%

K_`j jZ\eXi`f# fi X i\XjfeXYc\ ]XZj`d`c\# _Xgg\ej Xcc k_\ k`d\ è fi^Xe`qXk`fej% K`d\# Yl[^\k Xe[ g\fgc\ gi\jjli\j glj_ c\X[\ij kf [`ZkXk\# kf kXb\ k_\ \Xjp nXp flk# fi kf gifZcX`d k_\ì `[\Xj fi èefmXk`fej Xi\ k_\ Y\jk nXp1 Ef fe\ \cj\ ZXe Y\ Xj Zc\m\i Xj d\% K_\i\Ëj ef e\\[ kf Z_Xe^\% K_\i\Ëj ef e\\[ kf èmfcm\ Xepfe\# `j k_\i\6 9lk n_Xk `j k_\ \e[ i\jlck6

t 5FBN #1 `j jZXi\[ kf [\Xk_ kf Zfe]ifek k_\ c\X[\i# k_lj d\dY\ij XZhl`\jZ\ Xe[ [f Xj k_\pËi\ kfc[% t 5FBN #2 `j ]fccfnè^ jkXe[Xi[ giXZk`Z\# Ylk n_f jXpj k_`j `j k_\ Y\jk nXp kf gifZ\\[6 t 5FBN #3 ZfekXèj \dgcfp\\j n_f dXp Y\ ZfccXYfiXkè^ Xdfe^ k_\ì fne k\Xd d\dY\ij# Ylk Xi\ Ycè[ kf `[\Xj fi fgè`fej \cj\n_\i\% :fccXYfiXk`fe `jeËk \Xjp2 è ]XZk# `kËj hl`k\ [`]ÔZlck% K_ifl^_ k_`j Z_Xgk\i# gc\Xj\ iffk pflij\c] è k_\ befn$_fn k_Xk ZfccXYfiXk`feÇ Xj ^ff[ Xj `k `jÇXcnXpj kXb\j cfe^\i# Ylk è k_\ \e[# pfli c\X[\ij_`g jkpc\# îfnk_# k\Xd le`kp Xe[ fi^Xe`qXk`feXc gifjg\i`kp Xi\ Y\kk\i f]]% K_\ ZpZc`ZXc jkX^\j f] k_\ :fccXYfiXk`m\ C\X[\i 8Zk`fe Df[\c Xi\ Xj ]fccfnj1 r DPOOFDU XJUI PUIFST

r DPOTJEFS BMM PQUJPOT

r DPNNVOJDBUF UIF EFDJTJPO BOE BDUJPO QMBO

r DSFBUF UIF SFTVMU

r DPOàSN UIF SFTVMU NFU UIF UBSHFU

r DPOHSBUVMBUF UISPVHI GFFECBDL BOE SFDPHOJUJPO

I\X[ Flat Army: Creating a Connected and Engaged Organization kf Ôe[ flk dfi\ [\kX`cj XYflk k_\ :C8D Xe[ nXpj ]fi pfl kf Zi\Xk\ X =cXk 8idp Zlckli\ `e pfli fi^Xe`qXk`fe% :fekXZk ;Xe Xk nnn%[Xegfek\]iXZk%Zfd fi fe Kn`kk\i 7[gfek\]iXZk%

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John MACKEY

Conscious Leadership : n`k_ Af_e DXZb\p

1. How would you deďŹ ne The Art of Leadership and

why is it important? K_\ Xik f] c\X[\ij_`g `j è X j\ej\ n_Xk n\ [\jZi`Y\ è k_\ Yffb Xj Ă&#x2C6;ZfejZ`flj c\X[\ij_`g%Ă&#x2030; @k _Xj kf jkXik n`k_ gligfj\% C\X[\ij dljk Y\^è Yp Xjbè^ \o`jk\ek`Xc hl\jk`fej jlZ_ Xj Ă&#x2C6;N_p [f\j fli ZfdgXep \o`jk6 N_p [f\j `k e\\[ kf \o`jk6 N_p nflc[ `k Y\ d`jj\[ `] `k [`jXgg\Xi\[6Ă&#x2030; :fejZ`flj c\X[\ij _Xm\ X gXjj`fe kf dXb\ X gfj`k`m\ `dgXZk fe k_\ nfic[ k_ifl^_ k_\ì fi^Xe`qXk`fe Xe[ k_\p lj\ k_Xk gXjj`fe kf dfk`mXk\ Xe[ \e^X^\ Zfcc\X^l\j% K_\p c\X[ k_ifl^_ [\m\cfgè^ Xe[ èjgìè^ fk_\ij kf ]fjk\i X Zlckli\ f] j_Xi\[ gligfj\ Xe[ [\\g\i d\Xeè^%

Has the role of a leader changed over the past decade, and if so how has it changed? Dfi\ Xe[ dfi\ ZfdgXe`\j Xi\ jkXikè^ kf X[fgk k_\ ZfejZ`flj ZXg`kXc`jd Yljè\jj df[\c Xe[ afèè^ k_\ iXebj f] jlZZ\jj]lc ZfdgXe`\j c`b\ Jflk_n\jk 8ìcè\j# K_\ :fekXè\i Jkfi\# N_fc\ =ff[j DXib\k Xe[ Efi[jkifd% =fi X ZfdgXep kf jlZZ\\[ è k_\ ]lkli\# k_\ Xek`hlXk\[ ZfddXe[$Xe[$Zfekifc XggifXZ_ kf c\X[\ij_`g k_Xk dfk`mXk\j n`k_ ]\Xi fi lj\j Ă&#x2C6;ZXiifk Xe[ k_\ jk`ZbĂ&#x2030; dfk`mXk`fe dljk Z_Xe^\% Efn dfi\ k_Xe \m\iĂ&#x2021; \jg\Z`Xccp n`k_ d`cc\ee`XcjĂ&#x2021;g\fgc\ nXek kf ]\\c X [\\g\i j\ej\ f] gligfj\ è k_\ì nfib Y\pfe[ aljk Zfcc\Zkè^ X Z_\Zb% C\X[\ij n_f d\ekfi# èjgì\ Xe[ _\cg [\m\cfg k_fj\ Xifle[ k_\d i\è]fiZ\ k_\ `[\X f] j_Xi\[ gligfj\ ]fi Xcc jkXb\_fc[\ij# n_`Z_ lck`dXk\cp i\jlckj è _`^_\i gif[lZk`m`kp Xe[ jlZZ\jj ]fi \m\ipfe\%

What are the tenets of Conscious Capitalism? K_\ ]fli gièZ`gc\j f] :fejZ`flj :Xg`kXc`jd èZcl[\ _`^_\i gligfj\# X jkXb\_fc[\i fi`\ekXk`fe nfibè^ kf Zi\Xk\ mXcl\ ]fi Xcc f] pfli ZfdgXepĂ&#x2039;j jkXb\_fc[\ij # ZfejZ`flj c\X[\ij_`g Xe[ ZfejZ`flj Zlckli\%

4. For 16 consecutive years, Whole Foods Market has

been listed as one of the 100 Best Companies to Work For, how have those in leadership positions inďŹ&#x201A;uenced this? N\ _Xm\ XdXq`e^ k\Xd d\dY\ij Xe[

@ k_èb k_\ i\Xjfe Y\_è[ k_Xk `j gi\kkp j`dgc\% N\ ZXi\ XYflk k_\d Xe[ n\ \ogi\jj k_Xk j\ek`d\ek è X mXi`\kp f] nXpj% N\ gXp Xkk\ek`fe kf k_\ì _\Xck_# _Xggè\jj Xe[ n\cce\jj Xe[ n\ jlggfik k_\ì \]]fikj Ă&#x201D;e[ k_\ì j\ej\ f] gligfj\% N\ _Xm\ X N_fc\ =ff[j Le`m\ij`kp# n\ f]]\i fli k\Xd d\dY\ij k_\ fggfikle`kp kf [f kfkXc _\Xck_ `dd\ij`fe gifîXdj kf `dgifm\ k_\ì \Xkè^# Ă&#x201D;ke\jj Xe[ c`]\jkpc\ Xe[ n\ _Xm\ X ]fle[Xk`fe [\[`ZXk\[ kf k\XZ_è^ ZfejZ`flj c\X[\ij_`g giXZk`Z\j% N\ jki`m\ kf Zi\Xk\ Xe \^Xc`kXi`Xe \emìfed\ek k_Xk \eZfliX^\j \dgfn\id\ek# Zi\Xk`m`kp Xe[ ZfccXYfiXk`fe% <oXdgc\j èZcl[\1 r 8F IBWF USBOTQBSFODZ PO DPNQFOTBUJPO r 8F PGGFS HBJO TIBSJOH XIJDI SFXBSET UFBNT CBTFE PO QSPEVDUJWJUZ r 5FBNT BDUVBMMZ WPUF OFX UFBN NFNCFST PO UIF UFBN BGUFS UIFZ IBWF XPSLFE GPS TFWFSBM XFFLT 5IJT IFMQT QSPNPUF DSFBUJWJUZ BOE FOTVSF QSPEVDUJWJUZ BNPOH UFBNT r &WFSZPOF SFDFJWFT UIF TBNF CFOFĂ U PGGFSJOHT XIJDI BSF WPUFE JOUP QMBDF CZ UFBN NFNCFST r 8F PGGFS USFNFOEPVT HSPXUI PQQPSUVOJUZ 8F IBWF IVOESFET PG FYBNQMFT PG UFBN NFNCFST XIP TUBSUFE PVU JO FOUSZ MFWFM KPCT BOE BSF OPX JO MFBEFSTIJQ QPTJUJPOT HPJOH GSPN FBSOJOH BSPVOE BO IPVS JOJUJBMMZ UP OPX NBLJOH TJY Ă HVSFT JO B MFBEFSTIJQ KPC

5. How important is it for CEOâ&#x20AC;&#x2122;s to have an online

presence and how have you used these online platforms in your role? @ k_èb `k [\g\e[j fe k_\ kpg\ f] ZfdgXep% 8j gXik f] X ]leZk`feè^ [\dfZiXZp# @ k_èb `kĂ&#x2039;j `dgfikXek ]fi Yljè\jj\j kf _Xm\ X mf`Z\# Xe[ k_Xk èZcl[\j :<Fj Xe[ fk_\i Yljè\jj c\X[\ij% @Ă&#x2039;m\ XcnXpj Y\\e fe\ kf jg\Xb _fe\jkcp Xe[ kilk_]lccp XYflk `jjl\j k_Xk `dgXZk Yljè\jj Y\ZXlj\ @ m`\n `k Xj Xe fggfikle`kp kf èĂ&#x2022;l\eZ\ [`Xcf^l\ fe `dgfikXek `jjl\j% G\fgc\ d`^_k efk XcnXpj c`b\ `k# Ylk @Ă&#x2039;d dfi\ ZfeZ\ie\[ n`k_ Y\è^ Xlk_\ek`Z Xe[ jXpè^ dp kilk_%K_Xk jX`[# lck`dXk\cp n_Xk JkXiYlZbj `j k\XZ_è^ `j k_\ XY`c`kp kf dXij_Xc pfli

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n`k_ John

Mackey (cont)

fne n`ccgfn\i# Zi`k`ZXc k_èbè^ Xe[ k_\ XY`c`kp kf j\k ^fXcj Xe[ gcXej% ?fg\]lccp g\fgc\ nXcb XnXp ]ifd k_Xk \og\i`\eZ\ n`k_ X Y\kk\i le[\ijkXe[è^ f] _fn jlZZ\jj fZZlij# n_`Z_ d\Xej k_\p _Xm\ k_\ kffcj kf kXb\ î\Xk\i i\jgfej`Y`c`kp ]fi k_\ì fne c`m\j%

How would you describe conscious leadership? :fejZ`flj c\X[\ij ZfdYè\ XeXcpk`ZXc èk\cc`^\eZ\ n`k_ _`^_ c\m\cj f] \dfk`feXc# jgì`klXc Xe[ jpjk\dj èk\cc`^\eZ\% K_\p ZXi\ [\\gcp XYflk k_\ gligfj\ f] k_\ ZfdgXep Xi\ XZlk\cp XnXi\ f] j\im`Z\ è _\cgè^ k_\ì fi^Xe`qXk`fej i\Xc`q\ `kj _`^_\jk gfk\ek`Xc% K_\p Xi\ efk ZfddXe[$Xe[$Zfekifc c\X[\ij Xe[ [f efk lj\ Ã&#x2C6;ZXiifkj Xe[ jk`ZbjÃ&#x2030; kf dfk`mXk\ g\fgc\% @ejk\X[# k_\p c\X[ Yp \oXdgc\ Xe[ d\ekfi# dfk`mXk\# [\m\cfg Xe[ èjgì\ k_fj\ Xifle[ k_\d kf ]fjk\i X dfi\ ZfejZ`flj Zlckli\% :fejZ`flj c\X[\ij Xi\ ^\e\iXccp j\imXek c\X[\ijÃ&#x2021;k_\p j\im\ k_\ _`^_\i gligfj\ f] k_\ fi^Xe`qXk`fe Xe[ kip kf ZfejZ`fljcp Zi\Xk\ dfi\ mXcl\ ]fi Xcc f] k_\ì dXafi jkXb\_fc[\ij%

7. Can you provide an overview of your hiring process

and are there fundamental character traits you are looking for across the organization? N\ _Xm\ X [\Z\ekiXc`q\[ ZfdgXep k_XkÃ&#x2039;j fi^Xe`q\[ èkf k_fljXe[j f] j\c]$dXeX^è^# èk\iZfee\Zk\[ k\Xdj# ]ifd \ekip c\m\c gfj`k`fej Xcc k_\ nXp lg kf k_\ dfjk j\e`fi \o\Zlk`m\j% <m\ipfe\ _ì\[ èkf fli jkfi\j `j _ì\[ fe X gifm`j`feXc YXj`j fe X k\Xd ]fi *' kf 0' [Xpj lek`c k_\p Xi\ f]Ã&#x201D;Z`Xccp mfk\[ fe Yp k_\ì ]\ccfn k\Xd d\dY\ij% @k i\hlì\j X gfj`k`m\ knf$k_ì[j mfk\ kf XZ_`\m\ XZklXc Ã&#x2C6;k\Xd d\dY\iÃ&#x2030; jkXklj Xe[ kf Y\^è i\Z\`mè^ ]lcc Y\e\Ã&#x201D;kj% <XZ_ k\Xd `j Zfcc\Zk`m\cp i\nXi[\[ YXj\[ fe k_\ì cXYfi gif[lZk`m`kp# n_`Z_ \eZfliX^\j Yfk_ è[`m`[lXc Xe[ Zfcc\Zk`m\ XZZflekXY`c`kp Y\ZXlj\ \m\ipfe\ _Xj X j_Xi\[ ]Xk\% N\Ã&#x2039;m\ ]fle[ k_Xk k_`j Zi\Xk\j X j\ej\ f] jfc`[Xi`kp Xe[ `k Xcjf _\cgj n\\[ flk g\fgc\ n_f [feÃ&#x2039;k glk dlZ_ \]]fik èkf k_\ì nfibÃ&#x2021;pfl dXp Y\ XYc\ kf ]ffc fe\ dXeX^\i# Ylk `kÃ&#x2039;j gi\kkp kfl^_ kf ]ffc Xe \ekì\ k\Xd%

\mfcmè^ Y\ZXlj\ ZfejZ`flje\jj `j fe X Zfekèlld# jf n\ Xi\ XcnXpj Ã&#x201D;e[è^ e\n nXpj kf `dgifm\ fli Yljè\jj# k_\ gcXe\k è\jj# k_\ gcXe\k Xe[ jfZ`\kp Xj X n_fc\

9. What accomplishments are you most proud of both

personally and professionally? @Ã&#x2039;d gifYXYcp dfjk gifl[ f] Zf$]fle[è^ Xe[ _\cgè^ kf îfn N_fc\ =ff[j DXib\k ]fi fm\i *) p\Xij efn% Gif]\jj`feXccp# k_\i\Ã&#x2039;j X cfk f] k_è^j n\Ã&#x2039;m\ [fe\ k_Xk _Xm\ dX[\ X [`]]\i\eZ\# jf `kÃ&#x2039;j _Xi[ kf Y\ jlZZèZk fe k_`j% Dfjk f] k_\ \oXdgc\j i\cXk\ [ì\Zkcp kf k_\ mXcl\j k_Xk ^`m\ N_fc\ =ff[j DXib\k fli _`^_\i gligfj\# jf `dgifmè^ 8d\i`ZXÃ&#x2039;j _\Xck_ k_ifl^_ _\Xck_p \Xkè^ \[lZXk`fe nflc[ Y\ fe\ \oXdgc\ k_XkÃ&#x2039;j gXik`ZlcXicp `dgfikXek kf d\% Fk_\i \oXdgc\j èZcl[\ `dgifmè^ fli Xî`ZlckliXc jpjk\dj# _\cgè^ \iX[`ZXk\ gfm\ikp k_ifl^_ fli N_fc\ GcXe\k =fle[Xk`fe Xe[ jgi\X[è^ k_\ nfi[ XYflk ZfejZ`flj ZXg`kXc`jd% N\ Y\c`\m\ è kiXejgXi\eZp Xe[ glj_è^ flij\cm\j kf iX`j\ k_\ YXi ]fi è[ljkip jkXe[Xi[jÃ&#x2021;fli Xe`dXc n\c]Xi\ jkXe[Xi[j Xe[ k_\ \c`dèXk`fe f] i\[$iXk\[ j\X]ff[ Xi\ knf i\Z\ek \oXdgc\j f] k_fj\ \]]fikj% G\ijfeXccp# @Ã&#x2039;d i\Xccp gifl[ kf _Xm\ ni`kk\e k_`j Yffb n`k_ dp Zf$ Xlk_fi# IXa J`jf[`X% @Ã&#x2039;d Xcjf gifl[ f] dp cfe^ [`jkXeZ\ _`bè^ XZZfdgc`j_d\ekj èZcl[è^ _`bè^ k_\ \ekì\ 8ggXcXZ_`Xe KiX`c kn`Z\ Xe[ k_\ GXZ`Ã&#x201D;Z :i\jk KiX`c%

John Mackey# Zf$]fle[\i Xe[ Zf$:<F f] N_fc\ =ff[j DXib\k# _Xj c\[ k_\ eXkliXc Xe[ fi^Xe`Z îfZ\i Xj `k _Xj îfne ]ifd X jè^c\ jkfi\ è 8ljkè# K\oXj# ]fle[\[ è (0./# kf Xe (( Y`cc`fe =fikle\ *'' ZfdgXep# Xe[ X kfg L%J% jlg\idXib\k n`k_ dfi\ k_Xe *+' jkfi\j Xe[ .'#''' K\Xd D\dY\ij nfic[n`[\%

How has Whole Foods Market evolved as a company and has it surpassed your expectations? N\cc# n\Ã&#x2039;m\ \mfcm\[ ]ifd fe\ jdXcc eXkliXc ]ff[j jkfi\ è 8ljkè# K\oXj èkf X () Y`cc`fe ZfdgXep n`k_ dfi\ k_Xe ..#''' k\Xd d\dY\i Xe[ *+- jkfi\j è k_\ L%J%# :XeX[X Xe[ k_\ LB% N_fc\ =ff[j DXib\k `j ZfejkXekcp

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Art isnâ&#x20AC;&#x2122;t only a painting. Art is anything thatâ&#x20AC;&#x2122;s creative, passionate, and personal. And great art resonates with the viewer, not only with the creator.â&#x20AC;?

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An organizationâ&#x20AC;&#x2122;s ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage. â&#x20AC;?

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On Our

RADAR

Business Books We Thought You Should Know About

Co Conscious Capitalism Ca

-JCF -JCFSBUJOH UIF )FSPJD 4QJSJU PG #VTJOFTT 4QJS by JJohn Mackey

Th Thinking, Fast and Slow an byy Daniel Kahneman b

Antifragile: An

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by Daniel H. Pink b

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BIV REPORT

BUSINESS IN VANCOUVER | ECONOMY

he new Business in Vancouver offers readers more of what they want: local business news and coverage of key areas like finance and the economy; technology; policy and politics; important statistics and ranked business lists. A fresh redesigned newspaper and website organizes BIV s unique blend of content; the stories of the people and the businesses who make our community vital. Find business leads,competitive intelligence,relevant data and analysis of issues that impact business and business people in Metro Vancouver. Get advice and lessons learned from local experts on business challenges. The all new biv.com is

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more than the print edition on line now more accessible for all visitors with access to local news; people; columnists; data and lists and events.Follow the story deeper with tags that will create topic pages related to the area of interest. Business leaders and influencers will stay informed with at least 6 daily news updates in the BIV Today daily email newsletter and online at biv.com. The new Business in Vancouver offers readers more of what they want: local business news and coverage of key areas like finance and the economy; technology; policy and politics; important statistics and ranked business lists. A fresh redesigned newspaper and website organizes BIV s unique blend of content; the stories of the people and the businesses who make our

community vital. Find business leads,competitive intelligence,relevant data and analysis of issues that impact business and business people in Metro Vancouver. Get advice and lessons learned from local experts on business challenges. The all new biv.com is more than the print edition on line now more accessible for all visitors with access to local news; people; columnists; data and lists and events.Follow the story deeper with tags that will create topic pages related to the area of interest. Business leaders and influencers will stay informed with at least 6 daily news updates in the BIV Today daily email newsletter and online at biv.com.

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As a reader and a business person, you want it all. And as far as we re concerned, that s exactly what you should have. By providing essential content that ranges from hard facts to intriguing opinions, we re committed to doing our part to help you engage, interact, and succeed when it comes to business in Vancouver.

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