MR MELVIN BIRKS

DIVISIONAL MANAGER

ACUTE SERVICES

AIREDALE NHS TRUST

August 2004

PERSONAL CAREER CHOICESPERSONAL CAREER CHOICES

THE GIRAFFE’S NECKTHE GIRAFFE’S NECK

Melvin P BirksMelvin P Birks

What is a Choice?What is a Choice? NounNounThe act of choosing; the power or The act of choosing; the power or opportunity of choosing; selection; theopportunity of choosing; selection; thething chosen; alternative;thing chosen; alternative;

AdjectiveAdjectiveWorthy of being chosen; rare; selectedWorthy of being chosen; rare; selectedwith care.with care.

So how do you get into the driving seat to create So how do you get into the driving seat to create choices?choices?

Using basic Marketing TechniquesUsing basic Marketing Techniques

Who are your customers?Who are your customers? What is the customer specification What is the customer specification

(fashion)?(fashion)? What can you offer over the What can you offer over the

competition?competition? How do you design your product?How do you design your product? How do you sell it?How do you sell it?

WHO ARE YOUR CUSTOMERS?WHO ARE YOUR CUSTOMERS?

Private Sector

Projects (Modernisation Agency etc)

Department of Health/Strategic Health Authority

Primary/Secondary Care

Private Consultancy

ONLY YOU CAN DECIDE

What is the customer specification?What is the customer specification?Exercise – Look at Adverts?

What are common specs?

Corporacy

Performance delivery

Leadership

Team Player

Enthusiasm

Energy

Challenges

Innovation

Any Extras Sir?Any Extras Sir?

Go fast stripesGo fast stripes

Alloy WheelsAlloy Wheels

Leather seatsLeather seats

Satellite NavigationSatellite Navigation

WHAT CAN YOU OFFER OVER THE WHAT CAN YOU OFFER OVER THE COMPETITION?COMPETITION?

In a race the Giraffe stands out!

Modernisation

Accountable

Advert

New Breeds

InnovationLeadership

ANIMALANIMAL

Are you the rare animal they are Are you the rare animal they are

looking for?looking for?

Are you looking for RSPCA, a Zoo or a Are you looking for RSPCA, a Zoo or a

breeding groundbreeding ground

So how do you get ahead of the game?So how do you get ahead of the game?

In with the NewIn with the NewInvolved in Modernisation (knowledge, evidence)Involved in Modernisation (knowledge, evidence) PathwaysPathways PDSA’sPDSA’s

Leadership (knowledge, evidence)Leadership (knowledge, evidence) LEOLEO RCN LeadershipRCN Leadership 360degree LEAs etc360degree LEAs etc

Innovation (knowledge, evidence)Innovation (knowledge, evidence) What have you redesigned (roles, What have you redesigned (roles,

pathways)pathways) New ways of workingNew ways of working Leading Edge stuffLeading Edge stuff

OUT WITH THE OLDOUT WITH THE OLD Years of experienceYears of experience Inclusion not directionInclusion not direction Status QuoStatus Quo TraditionTradition

How do you sell yourself?How do you sell yourself?

Do the next persons job!Do the next persons job! Results, Results, ResultsResults, Results, Results NetworkNetwork See and Be SeenSee and Be Seen Make small things be bigMake small things be big

Be a Peacock amongst the Be a Peacock amongst the PenguinsPenguins