shape the culture, build for future

Lu Hong9 January 2014

• Why culture is key

• What culture is the right culture

• How to shape the culture

Topic

What does a successful company looks like?

The most outstandingcompany in your eyes

Let’s take a look at Apple

The world’s most valuable brand

Source: forbes.com

The most profitable company

8.5

42.138.5

182.8

Fourth fiscal quarter of 2014 Full fiscal year

Profit Revenue($ Billion)

Source: Apple.Inc

The best-selling product

3.7M

January 2008

50M

April 2010

108M

March 2011

500M

June 2014

Source: About tech.com

($ Million)

The best-selling product

500M

June 2014

Source: About tech.com

Strategy• Simplicity

• Stylish design

• Cool lifestyle

• Feel good

• Feel part of something

• Exciting innovation

• Aspirational brand

• Art + science

• It just works

• Fan/Customer for life

Product

Source: SlideShare, How Apple Turns its Company Culture into Profit

Execution

“Executing like crazy”

Product & Customer Experience

- Tim Cook

Revenue Growth=

Execution

Buy

+ Tell Their Friends

+ Buy Again

Source: SlideShare, How Apple Turns its Company Culture into Profit

• Entire company aligned behind common vision, values, purpose and goals

• Teams work together for the good of the customer

• Employee take ownership and responsibility for their actions – just like business owners

• Motivation, morale and engagement is high

• Strong communication and collaboration

• Deliver a world class customer experience

• Foster innovation, creativity and entrepreneurialism

Culture

Source: SlideShare, How Apple Turns its Company Culture into Profit

“ We believe that we’re on the face of the Earth to make great products, and that’s not changing.

We’re constantly focusing on innovating.

We believe in the simple, not the complex.

We believe that we need to own and control the primary technologies behind the products we make, and participate only in markets where we can make a significant contribution.

We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us.

We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot.

And frankly, we don’t settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we’re wrong and the courage to change.

And I think, regardless of who is in what job, those values are so

embedded in this company that Apple will do extremely well.”

- Tim Cook, Acting Apple CEO, January 2009

Strategy

People

Culture Trumps Strategy

Source: Consultants Mind, Why culture trumps strategy

Whyculture is key?

Magic power of culture

• Culture is air with oxygen, creating energy

• Culture is water with mineral, rich, healthy

and tasty

• Culture is Intellectual Property and can not be

copied

• Culture is self sustaining and long-term effect

Broken

is hard to fix

culture

Whatculture is the right culture?

Strategy defines the culture you need to

achieve strategy

Align with

strategy

Effective mobilization addresses strategy and culture, together as one

It combines the structure and direction of top-down strategy with the pragmatism and wisdom of bottom-up insight. This feedback loop reduces the resistance to change and the proactive participation allows the strategy to be rapidly and efficiently implemented

ExecutionEnableEmpower

Inspire

People-centered

• Customer

• Employees

• All stakeholders

Future-oriented• Has a flexible work environment

• Can customize work

• Shares information

• Uses new ways to communicate and collaborate

• Can become a leader

• Shifts from knowledge worker to learning working

• Learns and teaches at will

1. Jacob Morgan, The Future of Work

7 principles of future employees1

Future-oriented

In 2020

40%of workforce will be contingent in US1

of workforce will be contingent globally2

50%

In 2030

Contingent worker composition in future

1. Intuit 2020 report2. 2012 Economic Intelligence Unit Study

What culture is the right culture?

Align with strategy

Future-orientedInspire, enable and empower the execution

People-centered

How to shape the

culture?

1.Start at the

top“Maybe an analogy is , if you think of the employees and culture as plants growing, I’m not trying to be the biggest plant for them to aspire to . I’m more trying

to architect the greenhouse where they can all flourish and grow.”

- Tony Hsieh, CEO of Zappos

2.

Structuretells everything

Picture: Dave Gray, Thomas Vander Wal, The Connected Company

Retain

Recognize

Reward

Attract

Develop

3.

System &Process alignment

Communicate!Communicate!

4.

70,000Employeesin total

Picture: SlideShare, How Apple Turns its Company Culture into Profit

• Start at the top

• Structure tells everything

• System & Process alignment

• Communicate

How to shape the culture?

Culture is the soul of the company

HRSoul architect

灵魂工程师