Identity, a key management concept for the 21st century webinar with Dr. Olivier Rivier

1. Les Racines du Succès
Identity
A management tool for the 21st century
MARKEDU Webinar – July 28th, 2011
Olivier Riviere, ATOEM Consulting

2. Les Racines du Succès
IDENTITY
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 2

3. Les Racines du Succès
Identity
Person
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 3

4. Les Racines du Succès
Identity
Team (Entreprise)
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 4

5. Les Racines du Succès
Identity
Fans (Entreprise in its environment = brand)
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 5

6. Les Racines du Succès
Brand identity
Entreprise X
(B2C / B2B)
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 6

7. Les Racines du Succès
Managing a brand and an organisation
Modern brand management
• The whole organisation as a brand
• The « brand experience » starts within the organisation
• The « how » matterds as much as the « what »
• The need for Authenticity: the organisation’s internal daily
reality must be consistent with the brand promise
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 7

8. Les Racines du Succès
3 dimensions of identity
PERSON
ENTREPRISE
BRAND
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 8

9. Entreprise identity
Les Racines du Succès
IDENTITY PEOPLE CULTURE HISTORY
CARD
Activity Leaders Way to Founder
operate Leaders
Goals Teams Beliefs Entreprise
Myths Market
Rituals
ECONOMIC & COMPETITIVE SOCIAL ENVIRONNEMENT
ENVIRONNEMENT
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 9

10. Les Racines du Succès
Global identity or identities
Multiple constituencies of culture
• Personal background
• Professional activity, industry sector
• Entreprise
• Country
Multiple identities
• Several identities within a single organisation
• But always a strong common ground
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 10

11. Les Racines du Succès
The weight of History
History of country and society
History of the industry
History of the Entreprise
History of key people and social groups
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 11

12. Leaders identity
Les Racines du Succès
Entreprise identity
Andy Grove Richard Branson Antoine Riboud
Intel Virgin Danone
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 12

13. Les Racines du Succès
MANAGING
Identity
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 13

14. Les Racines du Succès
Management challenges
Reconciliate the opposed?
• Business Goals
• Employees expectations
• Pressure from the environment
• Frequent and rapid changes
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 14

15. Les Racines du Succès
Leaders priorities
Usual top goals for executives
• Achieve goals (pressure on growth and profit)
• Drive business transformations
• Attract, manage, and retain talents
• Creating the need for a strong culture and for meaning
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 15

16. Les Racines du Succès
Driving identity
A strategic and tactical obligation for any Entreprise
• Move from monopoly to open market
• Dynamize an organization
• Drive international expansion
• Drive a successful merger or spin‐off
• Create a start‐up
• Develop and grow a SMB
• Drive an ownership/leadership transition
• Manage the brand
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 16

17. Les Racines du Succès
Leading the Entreprise
requires
Managing its Identity
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 17

18. Les Racines du Succès
Managers of identity
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 18

19. Les Racines du Succès
Talent diversity
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 19

20. Les Racines du Succès
Values
Inspiring content or corporate banality?
• Top 10 Values of French corporations and SMBs
1. Innovation
2. Team spirit
3. Integrity Respectable concepts
4. Respect but almost a set of evidence
5. Responsibility
What does it really tell
6. Customer satisfaction
on a company’s
7. Quality
true personality?
8. Sharing
9. Excellence
10.Proximity
Source: Agence Wellcom
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 20

21. Les Racines du Succès
Values
Or a manifest of corporate personality?…
• DANONE: Openness, Humanism, Proximity, Enthusiasm
• ELEC TRICFIL: Flexibility, Efficiency, Transparency, Equity,
Anticipation
• HYDRO: Respect, Cooperation, Determination, Courage
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 21

22. Les Racines du Succès
Living the Values
Value should not be
a forced communication
ritual
They must be lived daily
with authenticity over time
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 22

23. Les Racines du Succès
Explore History (examples)
Books on collective memory as source of inspiration
Gaz de France ST Microelectronics Dutch shipyard
Corporate project Work council project Corp & City project
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 23

24. Les Racines du Succès
Driving identity evolution
STRATEGY / KEY GOALS
COMFORT ZONE
‐ Culture and habits
ESTABLISHED support the strategy ARTICULATE HR SYSTEM
IDENTITY implementation
VISION MANAGEMENT
Culture & ‐Required skills and & VALUES SYSTEM
Norms behaviours are IN ORDER TO
available CHANGE
Ways to
SUPPORT MANAGEMENT
operate THE STRATEGY
IMPLEMENTATION FUNCTION‐
History RELATED
INCOMFORT ZONE PROGRAMMES
Beliefs / Myths
‐ Culture and habits
Skills
IDENTIFY
are hinge factors for
& limitations the strategy THE REQUIRED
implementation BEHAVIOURS
‐ Some required skills =VALUE &
and behaviours are STRENGTHEN
missing
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 24

25. Les Racines du Succès
Why does it matter?
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 25

26. Les Racines du Succès
Benefits of a managed identity
Leadership
Individual and collective motivation
Consistency between strategy and key competencies
Attractiveness for talents
Corporate & Brand authenticity
Performance
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 26

27. Les Racines du Succès
Case study
KISKA, Designing Desire
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 27

28. Les Racines du Succès
KISKA in 2005
A leading edge design consultancy
• Founded in 1999 par by Gerald KISKA
• Independent company competing with design offices from
prestigious large companies
• Successful track record
• However, with a challenge to define a strategy for future
growth
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 28

29. Les Racines du Succès
Raising tough questions
An initiative from the founder
• Requires advice from an independent expert and advisor
• Organizes a full‐day workshop with the Leadership team
• Team of 5 with the routine of working together since years
• Workshop theme: Accelerated Growth
• Brainstorm potential strategic options in order to ensure future
growth
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 29

30. Les Racines du Succès
Leadership team 1st Workshop
A challenging moment
• Principle suggested by the facilitator
• Explore 3 potential differentiation strategies and pick one:
Product Innovation, Operational Excellence, Customer Intimacy
• Define who is KISKA as a company
• What happened: a vivid and tense debate
• Outcome: choice of a Customer Intimacy strategy
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 30

31. Les Racines du Succès
Defining Vision & Values
Exploring the company’s goals and identity
• 2nd workshop with the Leadership team
• Suggested dimensions to explore: people, timing,
objectives, methodology, information, environment
• Quotes used for inspiration such as;
« If you can dream it, you can do it »
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 31

32. Les Racines du Succès
Defining the Values
Incremental exploration of the company’s essence
• Stage 1: Select 50 words
• Stage 2: regroup in clusters
• Stage 3: each participant picks up
3 terms
• Finalisation: selection of 4 Values
• Final tweak: added a « 5th element »
capturing the KISKA effect
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 32

33. Les Racines du Succès
Articulating a Vision
The essence of the Client’s benefit
• Starting point: analyzing the past, strategic options, Values
• Explore the real impact on Clients
• Outcome: Designing Desire
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 33

34. Les Racines du Succès
Making it operational
Three tools to make it tangible
• Strategic Intent: the company’s goals
• Integrated Design Development:
the company’s value proposition and
offering
• Customer Intimacy: the way to engage
with Clients
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 34

35. Les Racines du Succès
Living the Vision and the Values
A daily and pragmatic usage
• The set of tool is used;
• For the induction of new employees
• To guide the management practice
• To inspire Client management
• To drive and monitor the business
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 35

36. Les Racines du Succès
Keeping ones feet on the ground
A set of guidelines, not a rigid norm
• Strategic flexibility with key initiatives on Product
Innovation and Operational Excellence (not in contradiction
with Customer Intimacy as core strategy)
• Management team accepting to be challenged by staff
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 36

37. Les Racines du Succès
KISKA in 2010 / 2011
A powerful management system, with a normal need for
a refresh
• KISKA is the #1 independent design consultancy
• The service offering keeps evolving in line with the Vision
and the Strategic Intent
• The business reality imposes an adaptation
• A team has been chartered to refresh the definition of
Customer Intimacy
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 37

38. Les Racines du Succès
KISKA: Conclusion
A realistic strategy‐ and people‐focused management
system
• The strategy as a starting point
• A merge of emotional and rational
parameters
• Truly shared Vision and Values
• A focus on operations and results
• The capacity to evolve and adapt
www.kiska.com
Special Thanks to Steve Masterson, COO, KISKA
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 38

39. Les Racines du Succès
Conclusion
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 39

40. Les Racines du Succès
« The future belongs to leaders who will recognize
when their organization needs to change its identity
without losing a precious time looking for inadequate
answers by adapting only the organisation or the
strategy »
HAMID BOUCHIKHI, ESSEC New Business Center.
JOHN KIMBERLY , Wharton School, l'INSEAD.
Les Echos 2010
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 40

41. Les Racines du Succès
Modern leadership practice
In today’s world, managing a company’s identity &
culture is a pre‐requisite for success
The approach is modern but relies on proven
management tools
Managing identity is the responsibility of the Leadership
team
The methodology is valid for a company of any size
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 41

42. Les Racines du Succès
ATOEM Consulting
“Identity & Performance”; management for the 21st century
A different approach to consulting & coaching
• Development of Leadership skills
• Vision & Value, comprehensive management systems
• Organisation &Team Dynamic
• Intercultural skills
• Successful business transformation: M&A Integration, spin‐
off, leadership transition, …
• Modern brand authenticity
• Advanced Key Account Management and Marketing
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 42

43. Les Racines du Succès
THANK YOU!
Want to know more?
Olivier Riviere ‐ +49 173 5731 586
olivier.riviere@atoem‐consulting.com
www.atoem‐consulting.com
www.atoem‐consulting.com Identity, A management tool for the 21st century Page 43