Creating a people-centric org final

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Creating a people-centric Creating a people-centric organisation organisation

– the role of training – the role of training

WOLCE Oct 2001WOLCE Oct 2001Angus Jenkinson, Angus Jenkinson, Chairman, Stepping Stones Consultancy Ltd& Patty Lyon, & Patty Lyon, Worldwide Chief

Knowledge Director, Ogilvy

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Agenda and aimsAgenda and aims

• Sharing the OgilvyOne experience• Creating the right culture for success• Linking personal and business objectives• Managing the development and training

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TrufflesTruffles

• The aim of truffles is to support training of people and ongoing management of their work.

““We pursue We pursue knowledge the knowledge the

way a pig pursues way a pig pursues truffles.truffles. David OgilvyDavid Ogilvy

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OgilvyOne worldwideOgilvyOne worldwide

• Founded in 1972 by David Ogilvy• US 2.8 billion dollars in billings• 116 offices in 55 Countries in 70

Cities• 4,500 employees including 1,500

interactive specialists• 12 clients served in 5 or more

markets, the number one in the world

• Ranked number 1 in many markets, almost everywhere amongst the top 3

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Stepping Stones partners with clients to achieve more value for customers and employees and the organisation.

• We develop skills and teams, facilitate We develop skills and teams, facilitate breakthrough or take responsibility for breakthrough or take responsibility for added value projects.added value projects.

• Ten years oldTen years old• InnovativeInnovative• CaringCaring• EffectiveEffective• EthicalEthical• UK and global associatesUK and global associates

win-win-win win-win-win good for customersgood for customersgood for employeesgood for employeesgood for the organisation.good for the organisation.

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Customer OwnershipCustomer OwnershipCustomer Ownership is the brand name

of the OgilvyOne proprietary knowledge and practice system

designed to support OgilvyOne in enabling people to work smarter.

Facts:•There are 2,305 knowledge objects on Truffles

•Documents vary from over 10,000 accesses to those only accessed once

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Knowledge team principlesKnowledge team principles• Involving people from different

offices so there would be buy-in from those offices later

• Ensuring that there was involvement and participation by some of the best minds in the network

• Getting a spirit of ownership in everything that happened

• Training does not just happen from a centre but also can happen by people training each other across the organisation network

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12 principles to share12 principles to share• Interaction is always better one to one• VIPs must sustain responsibility• “Grass Tops” alone never make it• Practicality matters• Be like oysters• Every system needs planning and overhauls • Discovery online is individual• Measure success• Visuals are a universal language• Workflow is the game of entry, learning

path raises the bar• Language cements community• Fun matters

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Interaction is always better one Interaction is always better one to oneto one

• Face to face is importantFace to face is important• PersonalisePersonalise• Create relevanceCreate relevance• Meet all needsMeet all needs

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VIPs cannot escape VIPs cannot escape responsibilityresponsibility

• Take it from the topTake it from the top• Stay the course on strategy: Stay the course on strategy:

Adoption is geometricAdoption is geometric• One breakthrough can pay for itOne breakthrough can pay for it• Leaders need to leadLeaders need to lead

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““Grass Tops” alone never make Grass Tops” alone never make it it - it needs “Grass Roots”- it needs “Grass Roots”

• The value of the heavy user!The value of the heavy user!• Show recognitionShow recognition• Think global, act localThink global, act local

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Practicality matters - Practicality matters - training in training in everything important related to the everything important related to the jobjob• Cases • Theory• Tools• Discussion Papers and Think Pieces• Discussion areas where people can exchange

views• Electronic copies of articles from major

journals such as the Harvard Business Review and the Interactive Journal

• Speeches• Sales presentations made to clients• Examples of work• And most importantly the best of creative

material that has been done with clients around the world.

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Be like oystersBe like oysters

Surround yourself with people who Surround yourself with people who make you into a gemmake you into a gem

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Every System needs regular Every System needs regular overhauls and good planningoverhauls and good planning

• Implementing improvements and enhancements takes a lot of planning and communication. Take the launch of Essentials…

Learning Linked to What’s New

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Discovery Online is individual Discovery Online is individual and unpredictableand unpredictable

• Moments of Discovery are different for everybody

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Impressions countImpressions count

• First visitFirst visit• Visuals are a universal languageVisuals are a universal language• Design and QADesign and QA• ListenListen

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Measure successMeasure success

• Success needs measurement to make the business case for the future

© O g ilvyO ne W o rldw ide

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1 0Brand Im p act

Financials

Business Streng th

Acq uisition

Behavioural Loyalty

C ustom er Exp erience

Site H ealth

C ustom er K now led g e

• M odular app roach• M ix of m easured / estim ated m etrics

• Key developm ent stages com pared• Flexib le, p ractical and p ragm atic

EE--valuate: 360 Degree M easurementvaluate: 360 Degree M easurement

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Workflow is the game of entry: Workflow is the game of entry: learning path raises the barlearning path raises the bar

• Truffles as a training path aims to contribute at least two levels:

– It aims to provide tools and techniques that enable people to do what they are doing more efficiently

– It enables people to think more effectively and therefore operate more effectively in what they do

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Language cements Language cements communitycommunity• A knowledge management system

can help users to speak the language or organisation jargon

• Shared language relates to shared ideas

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Fun mattersFun matters

• Joy through learning and Joy through learning and development matters, but so does development matters, but so does fun.fun.

• We create interesting areas of the We create interesting areas of the web siteweb site

• We surround the Truffles system We surround the Truffles system with activities to add funwith activities to add fun

• The Truffles logo, our pig, The Truffles logo, our pig, exemplifies the principleexemplifies the principle

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ConclusionConclusion

• New learning still amounts to a sharing of knowledge between people

• Individuals have to take responsibility for their own learning and knowledge

• People have to take their own initiative and responsibility

• Learning responds to the enthusiasm of the individual

• Enthusiasm needs infrastructural support

“A very few dedicated people can make a very big difference”

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For further informationFor further information

Angus JenkinsonChairman, Stepping Stones Consultancy

LtdFREEPOST STEPPING STONESTel +44 1933 226888angus@stepping-stones.org

Patty LyonWorldwide Chief Knowledge Director,

OgilvyTel +1 212 237 6695patty.lyon@ogilvy.com