Lecture on Entrepreneurship. As given at Artesis Plantin Highschool Antwerp 7 december 2016

1. Gastcollege
Entrepreneurship
Bruno Segers
Antwerp, 7 December 2016

2. • From programmer/engineer via sales/marketing to general management … and back
• From Antwerp via Brussels to Europe and US … and back
• From old to new world utilities … and back
• From local to global companies … and back
• From executive to non-executive director … and back
• From non-listed to listed companies … and back
• From intrapreneur to entrepreneur … and back
• From startup to corporate … and back
• From manager to investor … and back
• From business to IT … and back
• From local MBXs to global MBO approach
• 80/20 rule with Digital, Oracle, Lotus, IBM, Merant, Microsoft, RealDolmen
• M&A 1+1=3 rule with IBM/Lotus, Microsoft/Navision & RealDolmen and … Merant
• In cyberspace via blog, twitter, facebook, linkedin, foursquare, slideshare …
• In meatspace learning by doing, teamplayer and … myself

3. Soundbites
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10. 10

21. From Vision to Action
HOW TO GET & KEEP EVERYONE & EVERYTHING
IN THE COMPANY, UNIT OR PROJECT ON ONE PAGE?
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'Strategy Without Execution Is Hallucination!’ - Forbes
All too often when we teach strategy to MBAs, 95% of the time is spent on the theory
of strategy, while at best 5% is spent on execution. While in the real world, for the
majority of people it is the exact opposite. 5%, maybe 10%, is spent on strategy, while
95% is focused on executing our strategy.

24. VISION
• A vision statement
• Defines the optimal desired future state –the mental picture- of what an
organization wants to achieve over time
• Provides guidance and inspiration as to what an organization is focused
on achieving in five, ten, or more years
• Functions as the “north star” – it is what all employees understand their
work every day ultimately contributes towards accomplishing over the
long term
• Is written succinctly in an inspirational manner that makes it easy for all
employees to repeat it at any given time
• “Waar gaan we voor?” or “We go for …”
• “Empower people through great software anytime, any place,
and on any device” – Microsoft
• All Together’s vision
• “Let all stakeholders (esp. business leaders) discover strategy & execution as two sides of the
same coin”
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25. MISSION
• A mission statement
• Defines the present state or purpose of an organization
• Answers three questions about why an organization exists – what it
does, who it does for and how it does what it does
• Is written succinctly in the form of a sentence or two, but for a shorter
timeframe (one to three years) than a vision statement
• Is something that all employees should be able to articulate upon
request
• “Waar staan we voor?” or “We stand for …”
• “We provide unique and innovative automotive products and
services that deliver superior, measurable values to all
stakeholders in alliance with Renault” – Nissan
• All Together’s mission
• “We execute operational consulting mandates based on clear governance, optimal stakeholder
alignment and transparent reporting”
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26. VALUES & PRINCIPLES
• Definition
• Guide an organization’s internal conduct as well as its relationship with
its customers, partners, and shareholders
• Fundamental norms and rules that represent what is desirable and
positive for an organization
• Helps an organization to determine the rightfulness or wrongfulness of
its actions
• Values and principles are more basic than policy and objectives, and are
meant to govern both
• “Wie zijn we?” or “Who are we?”
• “Focus on Impact, Move Fast, Be Bold, Be Open, Build Social
Value” – Facebook
• All Together’s values & principles
• “Open and direct communication. No nonsense. Value diversity. Listen with an open mind.
Focus as a verb and as a noun. Work as a team. Have fun”
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27. STRATEGY
• Definition
• A method or plan chosen to bring about a desired future, such as achievement of one or more
goals or a solution to one or more problems. Usually under conditions of uncertainty
• Strategy is important because the resources available to achieve these goals or to solve these
problems are usually limited
• The term is derived from the Greek word for generalship or leading an army
• Strategy generally involves setting goals, determining actions to achieve the goals, and
mobilizing resources to execute the actions
• A strategy describes how the end (goals) will be achieved by the means (resources)
• “Hoe pakken we het aan?” or “How do we realize our goals?”
• Remarks
• “3 strategic choices are possible: customer focus, product leadership, operational excellence”
• “The Discipline of Market Leaders” – Treacy & Wiersema
• “4 pillars to measure execution: customer, financial, internal business, learning & growth”
• “Balanced Scorecard Framework” – Kaplan & Norton
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All Together’s “PCPX” (People Centric Planning & Execution) Framework
“Customers, Solutions, People, Processes, Growth or 2+1+2”

28. Key
Strategic
Initiative
s
Mission
Top Level
Measures
Strategic
Objectives
PLANNING Framework
Solutions
High
Quality
Products
&
Services
Customers
World
Class
Sales
&
Marketing
People
Employer
of
Choice
Processes
Excellence
in
Execution
&
Reporting
Growth
Sustainable
Future
Growth
Vision

29. Key
Execution
Results
Mission
Top Level
Measures
Strategic
Objectives
EXECUTION Framework
Solutions
High
Quality
Products
&
Services
Customers
World
Class
Sales
&
Marketing
People
Employer
of
Choice
Processes
Excellence
in
Execution
&
Reporting
Growth
Sustainable
Future
Growth
Vision
Actions
Decisions
Disputes

31. Digitaal & Internationaal
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32. Vlaanderen is ideale proeftuin voor deze nieuwe digitale wereld
• Dichtbevolkt
• Dichtbewolkt
• Dichtbekabeld
• Goede gezondheidszorg
• Multiculturele samenleving
• Complexe overheid
• Handen & hersenen
• Hoge levensstandaard
Max. # of things/citizen

33. Vlaanderen moet versneld kennis maken “op” domeinen zoals
• Mobiliteit
• Media
• Logistiek
• Zorg
• Gezondheid
• Overheid
• Duurzaamheid
• Energie
• Grondstoffen
• Afval
Smart Flanders

34. Conclusion – call for action
• Work on your digital FOOTPRINT
• Do the right things right, stop doing everything FOCUS
• Together Everyone Achieves More TEAM
• Plan een vraaggedreven multidisciplinair EINDWERK
• PS Voor elk land is het binnenland kleiner dan het buitenland