Tag Archives: vision

Company 2.0?

28 Mar

1. Creating value by valuing people. Alan Mulally is fiercely realistic about the steep challenge Ford faces, but he’s infectiously upbeat about their ability to meet it and he makes the people around him feel good, including about themselves. He truly understands that only positive emotions fuel sustainable high performance and that the more valued people feel, the more they’re freed and inspired to create more value.

2. Transparency rules. My colleague Annie Perrin and I began our day at Ford at 8:00 a.m. by attending Ford’s weekly Business Plan Review, which includes all of its senior executives around the world. Outsiders are regularly invited to observe the meeting. Every executive reports in on any new information that might influence Ford’s overall revenue projections, or any other part of its plan. Mulally operates on the assumption that the truth will set you free, even when it hurts.

3. Personal responsibility. The day we were there, one Ford executive described a significant shortfall on a particular projection. It was the sort of acknowledgement that might have prompted high drama in many boardrooms. In this case, the executive simply went on to list the ways he intended to address the shortfall over the coming days, and invited other suggestions. No energy was wasted in wringing hands or avoiding responsibility or assigning blame. The focus was entirely on solutions.

4. A mission worth believing in. Mulally believes that “to serve is to live” and he has rallied the notoriously factionalized and siloed Ford’s around a shared mission that is simple and compelling: make Ford the leader in quality, safety and fuel efficiency.

He reports that while public opinion hasn’t yet caught up, Ford has made significant progress on all of these goals with US consumer advocate and testing organisation Consumers Union last month recommended 70 per cent of Ford’s vehicles in their magazine Consumer Reports.

In the midst of a perfect storm, Mulally has created a culture in which his team is working together closely to create a new kind of company. When the economic clouds finally do part, these executives have a shared conviction that they’ll emerge, along with Toyota and Volkswagen, as one of the three truly global automobile companies.

It’s a great place to be, and it leaves me wondering how their corporate webmasters and intranet managers/editors have bought into this goal, and how what they are doing is helping to deliver on this major shift in corporate vision. How can we and should we as corporate webmasters, intranet managers and editors use the tools and technologies at our disposal to influence the target consumer to our vision, mission, purpose and goals?.

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