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NCEO
What We’ll DoUsing employee ownership to persuade
customersGetting employees to think and act like
owners
NCEO
Employee ownership as a marketing toolSurveys in 1980s showed that by
overwhelming margins, customers were positive about buying from employee ownership companies
The “brand” may have been somewhat tarnished by United, Enron, et. al., however.
NCEO
Marketing ideas Web site Business cards Advertising and logos Signage Sending employees to trade shows, having them
meet with or visit customers Other ideas?
NCEO
Perils of marketing The employee ownership bad boys You have to walk the talk, or would you really
want a United mechanic employee owner to sell your airline?
Employees need to know you’ve sent the message
NCEO
Ownership Management It’s very, very hard to motivate people; it’s
easier to provide them an environment where they can motivate themselves
Ownership is a reward, not an incentive Ownership behavior is essential to business
success Lots of small ideas matter (see Ideas Are
Free)
NCEO
What Is Ownership Management? A “company of businesspeople” People understand what their ESOP is and how it
works Information about financial, quality, productivity,
and other corporate goals is widely shared Employees have meaningful and regular
opportunities to share their ideas and information about how to make the company better
Core company values guide employee behavior
NCEO
OBM: You Want Me to Tell Them What?
Money is the most sensitive of topics; people are reluctant to share financial information about themselves or their companies
Owners and managers fear information will leak to competitors and suppliers
Management doesn’t think employees will understand anyway, and, even if they do, what will they do with this information?
NCEO
OBM II: You Want Me to Learn What?
It’s so boring! It’s so complicated! It’s so irrelevant!
I know they’re hiding something anywayThey’re just trying to make use work
harder and accept less payWhat else?
NCEO
But Information Is Not Enough It’s not just that you want people to think like
owners. You want them to act like owners. Having a stock plan and knowing how it can
pay off (because you now understand the numbers) can be motivating, but…
There have to be specific, structured opportunities to share ideas and information
NCEO
Allowing Participation Is Not Enough
When do I do it?What if I don’t feel confident to express
my idea?What if the boss doesn’t give me any
feedback or puts me off?What if someone else takes credit?What if I get credit?
NCEO
Participation Needs Structure
It creates a safe place to share ideas and information
It creates an expectation that people will share ideas and information
It provides something concrete to tweak and change
Attitudes tend to follow behaviors, which tend to follow structures
So how do we get to these new, participative structures?
NCEO
It Ain’t Easy Hierarchies are well
entrenched They work well when
the key is efficiency and repetition
They give people a clear career path
They provide a lot of certainty
NCEO
But Hierarchies Don’t Work So Well Today
Information flow too critical
Innovation requires more flexibility and freedom
Decisions need to be made more quickly
It’s ideas that matter
NCEO
Managing consent Meetings can be
ways to get employees to agree, not to truly generate new ideas
Effective leaders really will take risks
Effective leaders realize they make mistakes
NCEO
The Resisters: The CEOFears giving up controlUsed to telling people what to doBeen doing it this way for a long time,
and it’s worked so farAbsent the CEO’s active involvement,
progress will be very difficult
NCEO
The Resisters: Middle ManagementThey are required to change the most,
and possibly give up the mostTheir situation is the most ambiguous in
the new corporate orderThey didn’t get to where they are by
being coaches and facilitators; they got there by being good at their job and being decisive
NCEO
The Resisters: Non-Management EmployeesSome don’t want new responsibilitiesSome resist ambiguitySome are cynical about any changesSome just don’t like change
NCEO
Teams Are Great, But…Many efforts to get employee teams
more involved don’t work well at first – or ever
Teams may tackle problems that they don’t have adequate information or skills to handle
Team authority may be too limited or uncertain
NCEO
You Never Get “There” As people develop new skills, they will want
to do more and can do more The same old same old will get routine Management will expect more So “there” keeps moving