Can leadership development, and more generally HR, contribute significantly to the recurring and fundamental business challenge of delivering profitable growth? In theory yes, as people are ultimately the drivers of growth. In practice, however, most firms address the growth challenge purely in a top-down fashion, through strategic moves and redeployment of resources. A key contribution of learning and HR development should be to unleash the people-based growth potential, the other avenue toward sustainable growth. This is what powering growth is about. Based on his research, Jean-Claude Larreche will present a pragmatic approach to power people-based, value-creating growth. His session will address the following five points: The three-stage road map to value-creating growth: discovery, power offer and engagement. Growth for the firm: helping leaders contribute to the business growth objective. Growth for the function: helping leaders make their function more valuable. Growth for the individual: helping leaders become more valuable assets. Developing ambidextrous talents for growth.

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Powering Growth

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Speaker: Jean-Claude Larreche
Professor of Marketing at INSEAD, Founder
and Chairman
StratX
Moderator: Frank Kalman
Senior Editor
Chief Learning Officer magazine
Powering Growth

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Frank Kalman
Senior Editor
Chief Learning Officer magazine
Powering Growth

9. #CLOwebinar
Jean-Claude Larreche
Professor of Marketing at INSEAD, Founder and Chairman
StratX
Powering Growth

10. Professor Jean-Claude Larreche
Alfred H. Heineken Chair of Marketing, INSEAD
jean-claude.larreche@insead.edu
www.linkedin.com/in/jclarreche
Powering Growth
The Ultimate Leadership Development Challenge

11. www.stratx.com jean-claude.larreche@insead.edu
Context of Powering Growth
Background Research:
NYSE Fortune 1000
150 business situations
"The Momentum Effect", 2008
Leadership Development for Growth
Momentum Leaders

12. www.stratx.com jean-claude.larreche@insead.edu
The 3 Levels of "Powering Growth"
Firm:
Unit:
Self:
External customers
Internal "customers“
Career and personal life

13. www.stratx.com jean-claude.larreche@insead.edu
The 3 Levels of "Powering Growth"
Firm:
Unit:
Self:
External customers
Internal "customers“
Career and personal life

14. jean-claude.larreche@insead.edu
Leadership Development
for Powering Growth
Winning for the Firm
Winning for the Unit
Winning for Oneself

15. jean-claude.larreche@insead.edu
The 2009 US Automobile Market

16. www.stratx.com jean-claude.larreche@insead.edu
The 2009USAutomobile Market
Collapse
600
700
800
900
Billion $
2008 2009

17. www.stratx.com jean-claude.larreche@insead.edu
The 2009USAutomobile Market
Which Brand?
Grew by 4% in Q1 (vs –36%)
Doubled MS during the year
Transformed its image

18. www.stratx.com jean-claude.larreche@insead.edu
The 2009USAutomobile Market
Which Brand?

19. www.stratx.com jean-claude.larreche@insead.edu
The 2009USAutomobile Market

20. www.stratx.com jean-claude.larreche@insead.edu
Powering Growth
The3-StepRoadmap
Customer
Discovery
Power
Offer
Customer
Engagement

21. www.stratx.com jean-claude.larreche@insead.edu
Powering Growth
Customer Engagement is the Vision
Customer
Engagement

22. www.stratx.com jean-claude.larreche@insead.edu
Powering Growth
Customer Engagement is the Vision
Customer
Engagement
Loyalty
Cross-Buying
Active Selling
Co-creation
•
•
Emotion
×Time
=
Sustainable
Profits

23. jean-claude.larreche@insead.edu
Engaged ?

24. www.stratx.com jean-claude.larreche@insead.edu
Powering Growth
Power Offer is the Engine
Power
Offer
Customer
Engagement

25. www.stratx.com jean-claude.larreche@insead.edu
Powering Growth
Power Offer is the Engine
Power
Offer
Core Product
+++
&

26. www.stratx.com jean-claude.larreche@insead.edu
Powering Growth
Power Offer is the Engine
Power
Offer
Core Product
+++
&
Trust
Prestige
Belonging
Assurance
Confidence
Status
Connection
Better Future
Innovation
Happiness
Independence
Recognition
Simplicity
Fun
Hope
Control
….

27. www.stratx.com jean-claude.larreche@insead.edu
Powering Growth
Power Offer is the Engine
Power
Offer
R&D
Design
Unlimited
Potential
Sustained
Differentiation
Trend to
Commoditization
Core Product
+++
&

28. www.stratx.com jean-claude.larreche@insead.edu
Powering Growth
Power Offer is the Engine
Power
Offer
Emotions
Inside
R&D
Design
Unlimited
Potential
Sustained
Differentiation
Trend to
Commoditization
Core Product
+++
&

29. jean-claude.larreche@insead.edu
Are you still with me ?

30. www.stratx.com jean-claude.larreche@insead.edu
Powering Growth
Customer Discovery is the Source
Customer
Discovery
Power
Offer
Customer
Engagement

31. www.stratx.com jean-claude.larreche@insead.edu
Powering Growth
Customer Discovery is the Source
Customer
Discovery

32. www.stratx.com jean-claude.larreche@insead.edu
Powering Growth
Customer Discovery is the Source
Customer
Discovery

33. www.stratx.com jean-claude.larreche@insead.edu
Powering Growth
Customer Discovery is the Source
Customer
Discovery

34. www.stratx.com jean-claude.larreche@insead.edu
Powering Growth
Customer Discovery is the Source
Customer
Discovery

35. www.stratx.com jean-claude.larreche@insead.edu
Powering Growth
Winning for the firm : Consumers and Customers
Developing leaders for the business growth objective
Customer
Discovery
Customer
Power Offer
Customer
Engagement

36. jean-claude.larreche@insead.edu
Leadership Development
for Powering Growth
Winning for the Firm
Winning for the Unit
Winning for Oneself

37. www.stratx.com jean-claude.larreche@insead.edu
Powering Growth
Winning for the Unit: People
Developing leaders to make their function more valuable
People
Discovery
People
Power Offer
People
Engagement

38. www.stratx.com jean-claude.larreche@insead.edu
Tatiana Odabashian
Director Legal Department, Heineken Russia

39. www.stratx.com jean-claude.larreche@insead.edu
Heineken Legal House 2014

40. www.stratx.com jean-claude.larreche@insead.edu
ЮристыкомпанииHEINEKENвРоссии
признанылучшимюридическим
департаментомРоссии
4 декабря 2013 г.
Юристы компании HEINEKEN в России победили в
номинации «Пищевая промышленность и
производство продуктов питания» ежегодного
международного конкурса «Лучшие юридические
департаменты - 2013» журнала Legal Insight и
компании Odgers Berndtson, в котором приняли
участие более 100 юридических департаментов
российских и зарубежных компаний, ведущих бизнес
в России, итоги подводились в 17 отраслевых
номинациях. Список участников конкурса в 2013 году
включал такие компании ОАО «Лукойл», Efes Rus, САН
ИнБев, ОАО «НТВ-плюс», РЖД, Икеа, ЗАО «ЮниКредит
Банк», УК «Альфа Капитал» и др.
Директор по правовым вопросам HEINEKEN в России Татьяна Одабашян: «Мы не в первый раз участвуем в конкурсе на
звание «Лучшего юридического департамента» и очередная победа в этом престижном международном конкурсе
свидетельствует о высоком уровне профессионализма наших специалистов. Особенно приятно одержать победу при такой
серьезной конкуренции, ведь мы соревновались с крупными компаниями, лидерами отрасли. Эта награда - доказательство
высокой оценки ежедневной работы над повышением качества менеджмента юридических рисков, распространению
лучших судебных практик и формированию стандартов корпоративного управления».

41. www.stratx.com jean-claude.larreche@insead.edu
HEINEKEN Russia lawyers are
recognized as the best legal
department in Russia
4 December 2013
HEINEKEN Russia lawyers have won the annual
international competition "Best Legal
Departments - 2013 " in the category " Food
and food production ," organised by Legal
Insight magazine and the company Odgers
Berndtson. The competition was attended by
more than 100 legal departments of Russian
and foreign companies doing business in
Russia in 17 industry categories. List of
participants in 2013 included such companies
as Lukoil, Efes Rus, SUNInbev, NTV-Plus, RZD,
Ikea, UniCredit Bank, Alfa Capital, etc.
Director of Legal Affairs HEINEKEN Russian Tatiana Odabashian: "It is not the first time that we participate in
the “Best Legal Department "competition. Another award in this prestigious international competition
indicates a high level of professionalism of our specialists. I am particularly pleased to get this award
competing with such serious competitors, large companies, industry leaders. This award is a conformation
that our daily work improves the quality of legal risks management, promotes best practice and judicial
standards of corporate governance".

42. jean-claude.larreche@insead.edu
Leadership Development
for Powering Growth
Winning for the Firm
Winning for the Unit
Winning for Oneself

43. www.stratx.com jean-claude.larreche@insead.edu
PoweringQualityGrowth
Winning for Oneself
Helping leaders becoming more valuable assets
Own
Discovery
Own
Power Offer
Targeted
Engagement

44. jean-claude.larreche@insead.edu
Richard Branson

46. www.stratx.com jean-claude.larreche@insead.edu
Powering Growth
Winning at the 3 Levels
Customer
Power OfferFirm
Unit
Self
Customer
Discovery
Customer
Engagement
People
Power Offer
People
Discovery
People
Engagement
Own
Power Offer
Own
Discovery
Targeted
Engagement

47. www.stratx.com jean-claude.larreche@insead.edu
Leadership Development for Growth
What Talents?
They have appeared under different names:
Discovery
Upstream
Value Creation
Creativity
E.Q.
Divergence
Exploration
Execution
Downtream
Value Capture
Rigor
I.Q.
Convergence
Focus
vs

48. www.stratx.com jean-claude.larreche@insead.edu
Powering Growth
Both “Left” and “Right” Contributions are essential
for powering growth
Ambidextrous Talents for
Quality Growth
A key leadership capability in the modern environment

49. www.stratx.com jean-claude.larreche@insead.edu
Powering Growth
Developing Ambidextrous Talents
Learning Technologies for Powering
Growth
From
MARKSTRAT
to
DiG: Discovery Innovation Growth

50. www.stratx.com jean-claude.larreche@insead.edu
Powering Growth
Winning at the 3 Levels
Customer
Power OfferFirm
Unit
Self
Customer
Discovery
Customer
Engagement
People
Power Offer
People
Discovery
People
Engagement
Own
Power Offer
Own
Discovery
Targeted
Engagement

51. www.stratx.com jean-claude.larreche@insead.edu
Developing
Ambidextrous Talents
to Power Growth
To learn more about the StratX approach for leadership
development focused on powering growth
To obtain a free demo of the DiG simulation
To participate to a DiG Challenge
Contact sebastien.lamiaux@stratx.com

52. Professor Jean-Claude Larreche
Alfred H. Heineken Chair of Marketing, INSEAD
jean-claude.larreche@insead.edu
www.linkedin.com/in/jclarreche
Thank You.

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