I think I’ve mentioned before that I find the McKinsey Quarterly’s free resources available by signing up for their newsletter to be top notch. This quarter’s entries for top strategy articles are no exception. The descriptions below are taken directly from the e-mail newsletter. I’ve deleted the ones that are only available to premium (paid) subscribers. I’ve only read the climate change and Brad Bird/Pixar ones so far, but both were excellent.
Posted in business, eco-smart, strategy
Tagged brad bird, business, carbon footprint, climate change, mckinsey, megatrends, pixar, prediction markets, strategy, sustainability
Consulting giant McKinsey & Co has a free subscription service offering a subscription to their business publication, the McKinsey Quarterly. While they do have some articles that are “premium” and require you to purchase full access, a startlingly large percentage of what they put out is free. It’s shocking, but they offer more free content than any of the other business knowledge services I subscribe to (HBS, SSIR, Net Impact) with the exception of Origo Inc’s cross-sector news which is totally free and published less frequently. N.B. All of these services require registration, which means giving out your name, e-mail address and company affiliation, but I find that the information I receive is worth far more than this small amount of personal data. Also, links to each of these services can be found at the right side of this page in the “Social Entrepreneurship Resources” list – no time to create individual links today – sorry!
Today I received an e-mail with the McKinsey Quarterly’s top interviews of 2007. I thought that folks might be interested in one with Al Gore and David Blood on investing in sustainability.
The others from the list that I found particularly helpful and/or interesting were:
Strategy’s strategist: An interview with Richard Rumelt
A giant in the field of strategy ruminates on strategic planning, diversification and focus, and the role of the CEO.
Crafting a message that sticks: An interview with Chip Heath
The key to effective communication: make it simple, make it concrete, and make it surprising.
Promoting growth and social progress: An interview with the president of Chile
Michelle Bachelet discusses her views on the roots of political upheaval in Latin America, and the link between economic development and the fight against poverty.
Leading change: An interview with the CEO of Deere & Company
Bob Lane details the steps his company took to engage the whole organization in an operational and cultural transformation.
Posted in business, eco-smart, strategy, sustainability
Tagged al gore, business, business intelligence, chile, chip heath, communication, deere, interview, organization development, rumelt, strategy, sustainability
Yeah, it took an HBS professor to figure this one out. Authenticity is important in new media marketing. This recent article from HBS Working Knowledge looks at the research of professor John Deighton. After a review of the Dove “real beauty” campaign, we get this meaty tidbit:
The new rules
But what does this all boil down to for companies that want to be successful in this relatively new environment? In the working paper, Deighton and Kornfeld discuss 5 aspects of digital interactivity, including
- Thought tracing. Firms infer states of mind from the content of a Web search and serve up relevant advertising; a market born of search terms develops.
- Ubiquitous connectivity. As people become increasingly “plugged in” through cell phones and other devices, marketing opportunities become more frequent as well—and technology develops to protect users from unwanted intrusions. A market in access and identity results.
- Property exchanges. As with Napster, Craigslist, and eBay, people participate in the anonymous exchange of goods and services. Firms compete with these exchanges, and a market in service, reputation, and reliability develops.
- Social exchanges. People build identities in virtual communities like Korea’s Cyworld (90 percent of Koreans in their 20s are members). Firms may then sponsor or co-opt communities. A market in community develops that competes on functionality and status.
- Cultural exchanges. While advertising has always been part of popular culture, technology has increased the rate of exchange and competition for buzz. In addition to Dove’s campaign, Deighton cites BMW’s initiative to hire Hollywood directors and actors to create short, Web-only films featuring BMWs. In the summer of 2001, the company recorded 9 million downloads.
These 5 aspects show increasing levels of effective engagement in creating social meaning and identity, Deighton suggests, noting that the first 2 (thought tracing and ubiquitous connectivity) change the rules of marketing but don’t alter the traditional paradigm of predator and prey. In the last 3 (property, social, and cultural exchanges), the marketer has to become someone who is invited into the exchange or is even pursued (as in the case of the BMW films) as an entity possessing cultural capital.