My mantra for 2014

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The new year is one of the busiest times in the calendar for people looking for inspiration, exploring change and opening at least one eye to new jobs.

I spent most of 2013 talking about talent and the value of our people as our number one differentiator. I will kick off 2014 by helping integrate a division into our business and welcoming a few new people into my team, and with technological change increasing its influence on our work and home lives, it is important to maintain focus on our talent pool.

One of the last presentations I delivered in 2013 was at the cool offices of ITV, thanks to Andy Kyriacou who set up the event. I was inspired by the people who work at ITV but most importantly by how engaged they all were.

The CEO at ITV, Adam Crozier, the man that led much of the cultural change made in the last few years there, once said:

Silver bullets rarely exist – when great things happen, they happen because of good people, teamwork, fantastic amounts of hard work and a giant dose of luck.”

So this has become my chief principle for 2014: look after our people and create the theatre for them to deliver, for they are the best thing we’ve got.

Making friends

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The CEO of one of our clients retired recently, and I heard both sides of an incredible story of partnership and friendship that was built up over many years of our companies working together. It was truly impressive and reminded me of a story.

My dad used to say, “You can count your real friends on one hand.” Today, kids add friends to their Facebook pages in an instant, because technology makes us think we can shortcut the process to making friends. This is not true.

One of biggest mistakes about building relationships is trying to build a rich experience to win people over very quickly by using technology, and for those people with the greatest influence – I have called them the ‘one-percenters’ in the past – to share your message or story across their network so that it goes viral.

But in real life, and in business especially, relationships form via many lightweight interactions over a period of time, and usually with your customer getting to know the person first of all and gradually building trust.

So despite the speed of interactions that technology brings to the table, when you meet somebody for the first time and have a conversation, you are not suddenly best friends.

Technology and our leaders of tomorrow

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I was thrilled to be asked by the Pearson Diversity team to present to the interns who joined our organisation this week and I was even more pleased to see how positive they were.

I chose to present something different – with our company tagline being ‘Always Learning’ I didn’t want to just talk about our division and the business we are in, so I told them why I think they are our future! I sprinkled my story with technology of course, but my emphasis was on talent.

I took this direction because I was enthused by a person who inspires me, CEO of Burberry Angela Ahrendts. She recently posted on the importance of storytelling. Each time I have been truly uplifted by a presentation, it was because of the story told and shared, and in the current digitally-driven world, where are we are often overwhelmed with information, rediscovering the age-old principles of storytelling will help us connect and differentiate, so I took that course.

It paid off – I met some great young people, our workforce of now and our leaders of tomorrow, and I had fun telling sharing story.

Creative kids from Calcutta

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This story inspires me and it keeps me believing in the future.

A group of primary school kids in Calcutta realised that the slum in which they live wasn’t on Google maps anywhere. Their home simply didn’t exist in the eyes of officialdom, which meant they didn’t get access to government services such as running water and vaccinations.

The school kids took it upon themselves to add themselves to the map. They went door to door and took photos of the entire area. Eventually, they were put on the map and recognised by local government.

While one result was great evidence of the amazing outcome that can be achieved by bringing together young people with technology with a community goal in mind, the thing that left me speechless was that this meant polio vaccination rates doubled in the local area. Do we understand what that means to the people there? It means health and life – all down to kids with a camera and creative genius! I am taken aback each time I recall this.

Knowledge Economy to a Thinking Economy

ThinkingThere is an increasing emphasis on collecting and deciphering data and I read an inspiring story recently about a slum in Calcutta whose school kids have put them on the government map in a clever utilisation of data (more of that next time). Data alone, however, will never be enough.

We can collect all the data we want but we still have to connect with our customers on an emotional level. If our product or service isn’t humanised, it will not sell. A customer doesn’t go through a process of saying this might just be useful for me, a customer says to himself, I want this.

Moreover, while individuals are willing to buy consumer products online (books, electronics, laptops) without talking to a salesperson, a recent survey highlighted that 95% of corporate buyers want a salesperson to be involved in the process. They want to engage with people. It is important to balance this with salespeople who help the buyer make better decisions, not be the subject of monotonous sales pitches.

One of my favourite messages is describing how we have moved from a knowledge economy to a thinking economy, because we can find everything we need by searching on Google. But we mustn’t forget that the sparkle in a deal coming together for the benefit of both parties is always underpinned by good relations between the partners.

The difference is 5%

At a recent winter Olympics, one of the ski teams famed for their ability on the slopes won no gold models, which was a big disappointment to both team and nation. Post-event the team’s management did some analysis and discovered that if the team performed 5% better – that is an improvement of time of only 5% – they would have won almost every gold medal that they competed for. I think that is a great reflection of society today. One false marketing move, one poor product decision, one error of judgement with a customer and you are left standing and in second place. Technology has sped things up, removed our levels of tolerance and demanded instant and regular communication, but I think the example above reflects true in life and business today. I don’t necessarily like it, but it’s true – just 5% can often be the difference between front page success and dismal failure. We need to ensure our people are the best, our technology is helping us understand and maximise our business, and our strategy clear and lived and breathed by everyone.

Normal is boring

A student was asked to describe her good teachers but she couldn’t, explaining that they were all so different, but she could easily describe her bad teachers because they were all the same.

A recent, brilliant report from Sir Michael Barber at our company, Pearson, about the future of education called ‘An Avalanche is Coming’  (www.pearson.com/avalanche) emphasised great teachers as one of the biggest differentiators in learning, and we see it time and again where students of all ages are inspired because of the person that leads their class.

Isn’t that always the case? Whatever a company stands for, is it not always the people building the relationships, doing the deals and serving the customers who are the face of our companies? Therefore why do we attempt to recruit anything but the best to represent us? As the great quotes states, “If you think it’s expensive to hire a professional, wait until you hire an amateur.”

Some companies I know such as Cisco Systems recruit staff at odd places, such as the finish line of great races, because they figure these are people with true character, grit and determination.

Normal is boring, quirky is memorable and remarkable is the difference between success and failure.

Pick-and-Mix

I enjoyed being a part of the ‘Voice of Apprenticeships’ Conference this week, where I presented immediately before Skills Minister Matthew Hancock MP. I shared my views on how technology is changing not just how we must think about educating the next generation but how we engage and reach these students today.

MOOCs, Massive Open Online Courses, are getting a lot of press currently and the UK’s FutureLearn programme led by the Open University is leading the way. Smartphones and tablets are changing how we absorb information and education must follow suit, in smaller, bite-sized chunks, when and where the learner chooses to digest it.

Education may well take the form of a pick-and-mix bag of choices, but hopefully not as expensive as the pick-and-mix outlets selling confectionery. It may be that the role of the education institution includes tracking and approving building blocks of learning that add up to a unique qualification and that very few degrees actually look the same, but are pieced together based on an individual’s requirements and more importantly, the needs of a job role and the workplace.

What are the choices? History and prestige means the top tier universities will always have a demand for places, because of the prestige of having the institution listed on one’s CV or profile on LinkedIn. But for the rest, there is no choice. The majority of learning establishments have to change their value proposition; a student in a small town in England, or even as far as Africa or Asia, won’t pay to attend a mediocre lecture, when they can learn online from world experts.

The Professions Paradox

Technology is one of the great levellers. With a smart and creative online presence, a small business can often give the impression of a large organisation, and yet technology alone doesn’t hold the key moving forward.

A look at unemployment rates across Europe shows that the employment bubble of the past 30 years has burst and the need for lower-skilled roles is drying up. There are currently 25m unemployed people in Europe plus 15m discouraged workers, which together would make the unemployment rate over 15% in total. Plus, over 20% of the true unemployed in Europe are under 24.

Yet a common thread amongst employers looking to fill skilled positions is that they can’t find the staff, and this trend is global! Almost half of employers in Europe report a shortage of skills (Accenture: ‘Turning the Tide’ survey).

By 2020, it will only get worse. An extra 16m high skilled jobs will be needed, countered by a decline of 12m less low-skilled positions.

That was the landscape. We must solve it by training and certifying our employees; we must use ‘big data’ to predict, anticipate and better target our customers, and we must apply technology to engage and connect everyone to our brand. Once again, the solution revolves around companies investing in their people, and individuals investing in themselves, in lifelong learning, in whatever shape that may take.

One of my favourite quotes comes from Richard Reed, one of the founders of Innocent, the smoothie drinks maker, “You can imitate our services and technology, but not the quality of our people.” I am guessing not many people choose to leave that company in a hurry.

Haircut sir?

I recently finished Walter Isaacson’s brilliant biography of Steve Jobs. The more it described Steve as different, the more I warmed to him, because the imperfections made him more human.

One of the early Apple board members recounted when he first met Jobs and Wozniak, sharing how he looked beyond the fact that both desperately needed a haircut. He was amazed by the ideas and the work that he saw, figuring that the two Steve’s can always get a haircut!

The Apple ‘Think Different’ campaign really put the company on the map, raising awareness of the brand to new heights. Today, we take the genius Apple products for granted and yet we ignore the talent of people for whom the gadgets and technology are second nature. Remember the need to understand them on their terms, for they will be both our customer and our workforce of tomorrow, so market to them on their terms, and when recruiting them, please don’t ask them to fax through their CV. You will be waiting for some time..