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The Guardian

Millennials don’t expect to work anywhere for more than five years

May 26, 2014/in Articles/by Adam Kingl

It is a truth universally acknowledged that an ambitious graduate in possession of a good brain must be in want of a new job.

That is the reality for employers and Generation Y employees (roughly those born between the early 1980s and the early 2000s).  No sooner does the young, intrepid tyro grace the halls of industry than he or she expects to be promoted within hours, to work from home and to challenge their managers’ assumptions and values, despite their decades of experience.

While this may sound melodramatic, it is not that far off many conversations we have had with HR directors from industries around the world.

With the employer benefits package taking third place to work/life balance and organisational culture, baby boomers and the formerly misunderstood Generation X (roughly those born between the early 1960s and the early 1980s), fail utterly to offer benefits that appeal to the high-potential Y.  So what do they want?

In a few weeks’ time at London Business School’s annual Global Leadership Summit, we will reveal the results of a five-year survey of Gen Y participants on our Emerging Leaders Programme. Representing 33 countries, these high-potentials have already been identified by their companies as their most desirable young employees. We asked what they value in an employer, how long they wish to stay with one, and how they will lead when they eventually reach the C-suite.

The vast majority (90%) said that they did not plan to stay with any given employer for more than five years.  More than a third (37%) answered that they plan to stay no more than two years.  Almost 40% start a new role already planning their next career move in the immediate future.  How is the employer to retain talent?

One response is to completely revise the employer value proposition in favour of a quicker return to the employee. This might include assigning a senior mentor to offer executive perspective unusually early, assigning Gen Ys to quick win 12- to 18-month team projects and an acknowledgement that while we may not work together for many years in one go, we may reunite when the Gen Y is a seasoned manager, reaping the benefits of growth without all the costs of nurturing it.

Almost certainly it requires an understanding of the environment that these emerging leaders aspire to. Our study shows that only 12% of emerging leaders aspire to emulate CEOs who focus on how the business is trading.

Developing and promoting innovation is a top priority for emerging leaders, 34% of whom wish to emulate CEOs who take the entrepreneurial approach to company management: “How’s my baby doing today?” An even higher percentage (39%) say they most identify with CEOs whose aim is to make the company and the world, a better place.

Leaders with ultimate accountability though, have to endure relentless dissatisfaction from shareholders, employers or customers – and frequently all three. Always in the limelight, making and justifying often public and sometimes unpopular decisions, these leaders occupy a twilight zone of professional and personal trade-offs, leaving little time for the flexing of creative muscles and a more entrepreneurial approach.

With a later retirement age and longer working life, portfolio careers encompassing roles with ultimate accountability and roles demanding different leadership skills, those of the counsellor, coach or deputy, could be Gen Y’s best chance of securing the variety of experience and work/life balance that is so important to them.

Adam Kingl is director of Learning Solutions, London Business School. Richard Hytner is adjunct associate professor of marketing, London Business School and author of Consiglieri: Leading From The Shadows.

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Forbes

Generation Y: Loyalty And Leadership

May 14, 2014/in Articles/by Adam Kingl

Most literature has to date focused on how to lead Generation Y, popularly identified as those born between approximately 1980 and 2000. After all, this group has represented our graduate level employees for over ten years. Employers have thought hard about how to attract and retain the best of these high potentials. However, this task has proven to be exceptionally difficult, as if the deal has changed, as if these employees never intended to stay more than just a few years in the first place, no matter the package. This has been the initial Gen Y challenge.

The more recent challenge is that the oldest of Generation Y are entering their 30s and are no longer just young graduates looking for a foothold on the career ladder. They now count among their numbers managers, seasoned specialists and professionals, even well-known CEOs such as Mark Zuckerberg. In other words, we have spent so much energy diagnosing how to lead Gen Y, but Gen Ys are now starting to lead themselves.

While we have been aware of the first challenge for some time, we are only now becoming cognisant of the second. Beyond plenty of anecdotal information to assist our understanding of these challenges, London Business School has undertaken a survey to add more tangible insight.

Since 2009, London Business School has been issuing a survey to the participants of our executive education open enrolment Emerging Leaders Programme, asking their attitudes toward work, employee engagement, and leadership paradigms. This course is a training ground for the global managers of the future. Participants are almost all Gen Y; their average age is 29, and the survey respondents come from 33 countries.

One of the key questions this survey asks is if participants feel more loyalty to their team or to their organisation. The majority, 54%, answered that their loyalty lay with the team. While 54% cannot be interpreted as a vast majority, it is significant that even this large portion of respondents answered in favour of the team. This turns the classic idea of employer value proposition on its head.

There is a greater responsibility than ever for team leaders and department heads to consciously and proactively develop a team cohesion, a tangible community. Gen Y grew up, after all, with social media, in the age of community and connection. Institutional influence has less sway over this generation than any time since perhaps the rebellion against incumbent authority during the 1960s. Today, long-term company benefits such as pensions, steady but gradual promotion, mean less to the Gen Y employee than immediate challenge, development, opportunity, and meaning.

This last quality, that of purpose, is critical. The power of ‘why we are here; what it means to work here’ has never been more important to employees. If the transactional nature of work, the lower levels of Maslow’s hierarchy, are losing sway, then the higher order of meaning surely needs to be owned by team leaders and within the everyday dialogue of the team.

Another powerful tool at the team leader’s disposal for employee engagement is team development. Rather than rewarding individuals with executive training and professional development, there is more impact to developing the entire team together. They build a common vocabulary, a collective call to action, a stronger culture, and a renewed and sharpened focus. If teams can achieve a profound impact by growing ever more effective and significant in the footprint they make on their world, then their members have dwindling reasons to look elsewhere for career development.

The older segment of Generation Y, those attaining leadership positions in their own right, understand this dynamic better than anyone. As more Gen Ys emerge into leadership, not only will the ‘team value proposition’ come to the fore, but the paradigm of the generation of community will start to influence the organisation’s priorities, the way it organises internally, creates incentives, and defines what success means for the company. We are quickly approaching a meridian, and once it is crossed, the fundamental questions of company life that we have answered from the perspective and experience of the 20th century will be transparently anachronistic.

The full results of the survey will be shared at London Business School’s Global Leadership Summit on 24 June 2014. The most significant answers and their implications are yet to come.

By Adam Kingl, Director of Learning Solutions, Executive Education at London Business School. 

https://adamkingl.com/wp-content/uploads/2019/11/Forbes-Logo.jpg 455 650 Adam Kingl https://adamkingl.com/wp-content/uploads/2019/09/Adam-Kingl.png Adam Kingl2014-05-14 11:25:402019-12-02 13:54:44Generation Y: Loyalty And Leadership
Gulf News

Rejected job applicants deserve to get feedback

April 24, 2014/in Articles/by Adam Kingl

Dubai: You’re finally called for the job interview you’d been waiting for. You suited up, aced the questions and felt you really made a good impression. But it’s been weeks since you faced your recruiter and you haven’t heard back from them.

Getting the silent treatment is harsh, especially if you did your best to win that coveted job. Apparently, you’re not alone.

In a survey among nearly 4,000 workers, CareerBuilder found that three quarters (75 per cent) of job applicants in the US did not get a feedback from employers — not a call, email or anything.

Employers, recruiters or hiring managers cite a lot of reasons for the lack of follow through and one of them is that they are deluged with hundreds of applications for one job posting.

“Unfortunately, in the UAE, there are some organisations who don’t operate with an ethical and ‘better practice’ mindset,” notes Gaj Ravichandra, a psychologist who is the managing partner and co-founder of Kompass Consultancy.

“The usual excuses provided in the UAE by hiring managers or recruiters are lack of time, lack of resources or ineffective systems to close the loop on the application,” he says.

Jenifer Pinto-Suares, an expatriate in Dubai who is currently employed recalls her bad experience as a job applicant: Only 10 per cent of her unsuccessful job applications yielded feedback from the employer.

“Silence can definitely dispirit you,” she says.

“Sometimes, you send out your CV to the portals who advertise a particular job and there is no acknowledgement even to say that they have received it, although the others actually take the time to pick up the phone and go through the process.”

She says applicants deserve to be notified if they have not met the expectations of the employer “so they don’t keep wondering about the role they applied for.”

Melwyn Abraham, another expatriate, shares the same experience when he was looking for a job in the UAE. “In most cases, the recruiters never get back to you, unless you follow up with them and many a time, they never give you reasons. There are cases where they even avoid calls especially if you have submitted assignments to them.”

Adam Kingl, director of learning solutions for executive education at London Business School, says candidates deserve feedback in exchange for the time and energy they have invested into the application process. If companies provide the reasons for turning down an application, they might help candidates become better as professionals.

“A job interview should be a social contract in an ideal world. The candidates will put forward their case to be employed, and in return for that reflective and intense process of interviewing, the candidates’ self-awareness should be enhanced, which in and of itself develops them as professionals,” he says.

Recruiters are aware of the disappointments unsuccessful applicants go through. In most cases, given the volume of applications they get for each advertised role, they don’t have the time to reply to each of them.

Sources in the industry say that while recruiting is a time-consuming process, job applicants have the tendency to indiscriminately apply to every job posting and the hiring manager is left with hundreds of applications to sort through.

Some candidates send multiple applications for one vacancy and insist on applying even if they fail the basic requirements, such as Arabic speaking skills. “I get 500 letters for one job opening,” says one human resources (HR) expert.

Other recruiters, however, claim they send an automated thank-you note to all applicants, informing them that applications are deemed unsuccessful if they don’t get a call or email after a specified period.

Kingl, who will be speaking at the London Business School’s Global Leadership Summit in June, says whatever reasons employers have for rejecting an application, candidates deserve a feedback even if it’s negative.

“A candidate cannot improve their own interviewing skills, and enhance knowledge of their strengths and weaknesses, how they come across to others, unless they receive feedback. Not to ask for feedback may perpetuate some easily correctable weaknesses,” he says.

“The job applicant should always ask for feedback as this will educate them on what they may need to change in their approach for future roles,” adds Ravichandra.

However, Kingl says in some cases, employers choose not to notify the unsuccessful applicants to avoid being sued. “An employer may feel there is a degree of legal risk if they were to give a reason why a candidate is unsuccessful that can be interpreted or misinterpreted as prejudice or bias,” he says.

But he says this can be easily overcome with “a modicum of sensible thought before giving the feedback.” “Sometimes, a candidate is not offered a job for vague reasons (eg. ‘I didn’t have a good feeling about them, though I can’t put my finger on it’). It is therefore difficult to deliver that feedback, but this forces the HR department to raise its game, be more thoughtful and specific in its interviewing and reasoning.”

“It may also improve their ability to interview over time, as they will be forced to follow up on questions in their mind, rather than leave doubts or concerns unexplored. This may also assist the employer, as better interviewing will yield the right candidate being successful,” adds Kingl.

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Gulf News

Breaking down cultural barriers in the workplace

March 7, 2014/in Articles/by Adam Kingl
The UAE is home to more than 200 nationalities; it is common to see people coming from 20 or 50 different cultures working on the same floor.Image Credit: Supplied

Dubai: Workplaces in the Middle East are among the most diverse in the world. The UAE, in particular, is home to more than 200 nationalities and it is common to see people coming from 20 or 50 different cultures working on the same floor.

While a diverse workforce presents some advantages to an organisation, it can give rise to certain issues such as a language barrier, culture clashes and differences of opinion, which can affect teamwork and overall business performance.

It is therefore crucial that companies start rethinking their practices and investing in effective “multicultural leaders”.

Leverage diversity

Adam Kingl, director of learning solutions for executive education at London Business School, said multinationals should try to select, hire or develop managers who know how to leverage diversity and engage employees of different racial backgrounds to achieve outstanding results.

Expatriates from different cultures form a major part of the UAE’s labour force, constituting about 80 per cent of the population. Their diverse experience and expertise have contributed to the success of many businesses not just in the UAE but in other countries in the Middle East.

“Certainly, issues that multinational organisations face are related to whether they wish and can create an organisational culture that helps to engage and refine people’s behaviour in a way that advances the company’s internal mission and brand,” Kingl said.

“In other words, I think it’s more important in terms of alignment and assimilation to think about what is unique and idiosyncratic to the organisation. What makes this company tick and how do we have to work with each other to achieve that?

“So, if we not only create an organisational culture, but help each individual to envision what their best self is within that organisational context, then we are de facto bringing them together into an organisation.”

Cross-cultural leadership

But the key to achieve these is to ensure company managers possess effective “cross-cultural” leadership skills. In an article he wrote for the London Business School, Kingl describes multicultural leaders as “cosmopolitan and worldly” who have “acquired the cultural sensitivity necessary to bridge cultures and are able to conduct business effectively across national borders”.

Kingly said such leaders are “in short supply” even in this region and it is high time the focus is shifted towards recruiting or developing the right manager. When conducting interviews with a potential employee, specific questions should be asked in order to establish whether or not the applicant can be effective in managing a heterogeneous team.

Recruiters should also be specific when getting background information from an applicant’s former colleagues or previous employers.

“Ask explicitly from the person in question and former colleagues,” Kingl said.

“Did they manage people who approach problems differently? Did they shut down the opinion of decent? How did they lead discussions and brainstorming sessions? Did they move quickly to an answer or did they pull out different answers?”

360-degree feedback

To find out if there are employees within the organisation who can be potential multicultural leaders, doing a 360-degree survey is always the best approach. “The 360-degree feedback has always been useful because that’s anonymous and again, it is important to ask questions explicitly,” Kingl said.

When it comes to related issues like language barrier, companies can implement programmes geared towards improving communication among team members. A great approach is to determine the dominant language within the organisation and then train the rest of the team to speak that.

Language lessons, besides training in decision making and implementing strategies, should therefore be assimilated into a company’s talent development efforts.

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London Business School

The Price of Doing Business With Generation Y

March 5, 2014/in Articles/by Adam Kingl

The Price of Doing Business With Generation Y

ADAM KINGL
05 MARCH 2014

There has been no lack of literature on the different paradigms of the generations recently. I can’t open an HR focused magazine without finding at least one article about Generation Ys or Millenials, sometimes described with admiration and awe, sometimes decried as irrational and even dangerously separated from reality.

The Price Of Doing Business With Generation Y

I had one conversation with a very senior Generation X HR executive who described conducting a job interview with a Gen Y person, and she said that the Gen Y’er sounded as if ‘He was interviewing me! These people are crazy!’

This highly emotional response illustrates a fundamental shift in the employer proposition. Gone is the ‘You should be grateful to work here’ paradigm. The more likely held paradigm by Gen Y is, ‘Why should I work for you?’ This dynamic can dramatically unsettle even the seasoned interviewer, as it genuinely does make us question who really holds the power here? The answer is not so straightforward.

In a job interview, the party who is more willing to walk away holds more power. If I can generalise for a moment, the implication here is that Generation Y has much more employee power than any generation before. They care less about working for a specific employer, and more about the quality of the work environment. They care less about employee longevity and more about employee mobility.

Just think about our own family experiences. I’ve asked this of dozens of colleagues, executive education participants, and clients over the years. It is almost invariably true, no matter the country of origin:

Our grandparents had one to two employers over the course of their professional lives,
Our parents had three to four,
Most of those currently in the workforce have, or anticipate having, at least eight.
This pattern implies a doubling of the number of employers in a lifetime in every generation! Therefore, do those in university now anticipate having 16 employers? If they work until they are 68 to 72, a reasonable assumption today, this anticipation seems very realistic – a new job every three to four years. But ignoring anecdotal information for the moment, let’s see if quantitative evidence bears this out.

Since 2009, London Business School has been issuing a survey to the participants of our executive education open enrolment Emerging Leaders Programme, asking their attitudes toward work, employee engagement, and leadership paradigms. This course is a training ground for the global managers of the future and are almost all Gen Y – average age is 29, representing 33 countries over the past five years. One of the questions of this survey asks how long the programme participants anticipate staying with their current employer:

11+ years
Six to ten years
Three to five years
Two years or fewer.

The results support this startling change in worker attitudes over the last two generations:

11+ years: 5%
Six to ten years: 5%
Three to five years: 53%
Two years or fewer: 37%.

Two startling conclusions from these results are that 1) 90% of those surveyed anticipate staying with their employer for no more than five years, and 2) over a third do not foresee staying more than two!

For the employer, and specifically the HR function, the implications are fundamental. HR needs to focus more on asking their employees: what can you do for us now rather than five years from now? How can we support your development with short, sharp interventions, programmes, mentoring, or coaching? How can we support your career, knowing you will probably explore other opportunities, and entice you back when you are an even more senior, fully developed professional? How can our culture, rather than our employee ‘package’, keep you longer than we would otherwise enjoy? What benefits do you truly want, recognising that those benefits that grow slowly over time may not be relevant to you?

These are not easy questions to answer, particularly because the answers will be idiosyncratic to each organisation, each answer defining or redefining its culture and employer proposition in a manner that supports its unique brand, mission, vision and values. But if talent is key to success, and I see no evidence to suggest this paradigm has changed over the generations, then our answers must be compelling ones and may in some cases represent a sea change over previously held sacred cows.

https://adamkingl.com/wp-content/uploads/2019/11/LBS-logo-e1643042447818.jpg 200 200 Adam Kingl https://adamkingl.com/wp-content/uploads/2019/09/Adam-Kingl.png Adam Kingl2014-03-05 13:50:442020-04-29 14:06:05The Price of Doing Business With Generation Y
The European Business Review

Disagreement to Convergence: Wisdom in Diversity

January 11, 2013/in Articles/by Adam Kingl
Teams typically desire harmony above all. The most common fear is that of conflict. The assumption is that conflict and effectiveness are mutually exclusive, or even the cause-and-effect reasoning that harmony contributes to effectiveness. The bigger risk, however, is too much homogeneity and agreement. The irony is that the manager seeking harmony could in fact cause his or her team to underperform.

In this article, I will make a case for embracing diversity as an imperative for team effectiveness, accuracy and innovation. I will use examples from research, thought leaders’ opinions, popular television, consulting techniques and business practice.

What a would team look and feel like, if it sought disagreement before answers, if it did not equate vigorous dialogue with ineffectiveness, if it actively added to its diversity at every opportunity? Sounds like a nightmare couched in rhetoric? Not necessarily. Diversity of opinion as well as team composition, if managed well, can be a higher performing team than the country club atmosphere of the uniform team that values its homogeneity, harmony and speed to consensus. At the same time, this article assumes but does not explore in depth, that the multicultural manager would be more effective in managing a diverse team by virtue of his or her experience and perspective.

Let us first explore if diversity equals effectiveness. A fascinating study1 has explored whether or not social similarity helped or hindered a team to be more task-effective. The results showed that, with diverse opinions at play, perception is not reality. Socially similar teams evaluated their own perceived effectiveness as very high, whereas socially dissimilar teams did not judge themselves to be particularly effective. When the teams were assessed with a group task, their actual effectiveness was almost the opposite of their self-judgement. The socially dissimilar teams performed their task almost 50% more accurately than the socially similar teams.

https://adamkingl.com/wp-content/uploads/2019/11/The-European-Business-Review-logo.jpg 224 725 Adam Kingl https://adamkingl.com/wp-content/uploads/2019/09/Adam-Kingl.png Adam Kingl2013-01-11 11:35:212019-12-02 13:55:07Disagreement to Convergence: Wisdom in Diversity
Bized Logo 350

Don’t Ignore Virtual Teamwork

December 10, 2010/in Articles/by Adam Kingl
Don’t Ignore Virtual Teamwork Adam Kingl BizEd
Biz Ed November/December 2010, pp. 54-55
While most business educators agree that students need to master the dynamics of successful teamwork, fewer are convinced of the importance of virtual teamwork. First, most educators assume the frameworks they teach in face-to-face leadership courses are equally valid for online groups. And second, practitioners are still in the experimental phase of using virtual teamwork, so they’re hesitant to declare any conclusions on the topic.However, virtual teamwork will be a critical function in the 21st-century workforce—in fact, all of the students in our Emerging LeadersProgramme (ELP) at the LondonBusiness school either currently work in at least one virtual team or anticipate doing so in the next five years. For that reason, we have developed approaches that focus on virtual teamwork, both in the classroom and in practical application.
Putting ‘Virtual’ to the Test
We have integrated a virtual emphasis into the ELP by highlighting existing applicable content and adding lessons that teach explicitly how to manage virtual teams. For instance, we added a virtual simulation that reinforces the program’s core themes of marketing, strategy, and teamwork.Recently, we also experimented with requiring students to complete a competitive challenge, using both face-to-face and virtual methods.Before students arrived to the pro-gram, we asked them to submit pressing dilemmas that their companies face. We then identified two of these questions as most suitable for students to tackle during the competition. We chose the following questions because they were easily comprehended, did not rely on technical or industry-specific knowledge, and would have a great impact on the business:
1. How could an international news division bring to life its new brand tagline, “Never Stop Asking”?
2. How could newspapers make money selling to a Google generation used to reading content for free?
Students were split into two nine-person teams that incorporated a diverse set of expertise, nationalities, and industries. They had one week to brainstorm and refine solutions to each question. They were allowed—and encouraged—to take advantage of the “wisdom of crowds” by soliciting input from people outside the program.There was one catch: Team A had to answer question No. 1using face-to-face methods only, and question No. 2 using virtual methods only. For Team B, these requirements were reversed. When working virtually, students could use any tools or forums they wished, including video or teleconference, e-mail, or social networking sites. We also constructed a simple custom Web site with the help of virtual consulting company How Might.The site allows teams to post, categorize, rank, and discuss proposed solutions. It also is accessible to external contributors, who can read the question and click through to review the team’s written work. At the end of the week, the teams presented their conclusions to a panel of faculty and course facilitators, who scored the merits of each solution without knowing whether students used face-to-face or virtual methods. After the panel gave its feedback, we discussed what the students found to be the advantages and pitfalls of virtual teamwork, as well as the differences between working virtually and working face-to-face.
 
What Works, What Doesn’t
This exercise brought to light many things about the nature and requirements of leading a virtual team. In the two parts of our newspaper challenge, for example, our panel found that the quality of solutions did not depend on whether teams used virtual or face-to-face approaches. Instead, other factors played larger roles:
Virtual teams that set too many rules or were too rigid about how and when participants contributed, generally were not as successful as those that were more flexible. Different time zones, for instance, required that teams set slightly longer deadlines.
Virtual teams that produced solutions using customized online team rooms—designed specifically for virtual collaboration—scored better than those that used social networking sites such as Facebook.Social networking sites often offer no function to organize activities effectively, search information, engage in complex discussions, or rank ideas.There is little “click-through” capability. Facebook users either did not participate in brainstorming activities or did so unproductively, perhaps because interactions on the site tend to be largely superficial. The students weren’t accustomed to using it for this purpose. Although virtual teamwork isn’t necessarily more effective than face-to-face teamwork, throughout our courses we have found that virtual teamwork that is well-facilitated and well-supported by the best plat-form for the purpose can be superior to face-to-face interaction, particularly for large or geographically dispersed teams. Once our students return to work, we encourage them to have conversations with theirIT departments about how to create customized team rooms, rather than rely on existing sites with pre-determined features.
A Different Set of Skills
Once students complete their virtual teamwork in our program, they come to several realizations:
Charisma, a traditional leader- ship trait, often doesn’t come through on virtual teams.
 Therefore, they must rely not on force of personality, but on clarity, cultural sensitivity, and the ability to delegate. “Lead-ing” in these interactions is less about exhibiting authority and more about emphasizing team accountability, reaching consensus, and being open to challenges.
Merit has more power than personality on virtual teams.
As a result, those who are introverted or are not proficient in the language may thrive on a virtual team. If one of the objectives of great leaders is to bring out the best in everyone, then they should encourage at least some virtual work on very diverse teams.
Technology does not solve every problem.
 Virtual teamwork can fail if leaders do not attend to the fundamental problems of coordinating, engaging, and motivating individuals across time zones. It’s easy for team members to disengage when they’re not face-to-face, so students find they must convey a high degree of enthusiasm and clarity, and agree on who is accountable for what, from the start.
 Assumptions are dangerous.
 If team members are from different cultures, countries, and time zones, leaders cannot assume that everyone shares the same understanding of how the team will work. For example, will everyone be in one virtual“place” at the same time, or will they contribute on their own time? Our students’ most important takeaway is that to lead a virtual team, they must focus on team maintenance before task maintenance 
.
Critical to the Curriculum
 Attending to the dynamics of virtual teams in the business curriculum can be a challenge. Virtual teams can take more time to form, and they often need more time to complete tasks. To provide that extra time, we explore virtual teamwork during theELP’s intermodular month—which falls between the second and third weeklong modules. At London Business School, we believe it’s critical that students learn to work well on virtual teams. In virtual environments, students must know how to make the transition between succeeding as individuals and succeeding with and through other people. For that reason, we put virtual teamwork near the forefront of all of our lessons on leadership—otherwise, we do not serve our students’ aim to maximize their leadership impact in global business settings.
Adam Kingl is director of the EmergingLeaders Programme at the London Business School in the United Kingdom.
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The Times

Is there anyone out there?

July 25, 2010/in Articles/by Adam Kingl

When Adam Kingl gets cornered at cocktail parties, there’s one question he is likely to be asked: what’s the best technology to use when running a virtual team?

Kingl, director of the emerging leaders programme at London Business School, is quick to put them right. It’s not the technology that matters — it’s the team.

“The foundation of any high-performing team is building trust, so leaders need to find out something about each member of the team as individuals,” he said.

“The fact that it is a virtual team does not mean you abandon that need to get to know people on a personal level. One of the problems with the virtual environment is you lose a certain degree of context because you miss out…

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London Business School

How a Unique Culture Proposition Became a USP

March 1, 2010/in Articles/by Adam Kingl

How a unique culture proposition became a usp
How can you transform the way you do things into a compelling sales proposition? Zurich Insurance has created a Unique Culture …

ADAM KINGL
01 MARCH 2010
How can you transform the way you do things into a compelling sales proposition? Zurich Insurance has created a Unique Culture Proposition which may well be its Unique Selling Point. Adam Kingl tells the story.
How a unique culture proposition became a uspEvery day dozens of Zurich Insurance risk engineers visit customer sites. This adds up to thousands of direct customer interactions and reams of risk insights fed back to the customers’ risk managers. In addition, Zurich’s global relationship leaders (GRLs) utilize their own meetings with corporate customers to make recommendations for risk management for the following year, always hungry to understand their customer’s risk exposures better than the customer. Examining these activities in 2007, a compelling message emerged: both customer and insurer benefit from a relationship based not on the transaction alone but on valuable knowledge-sharing. Here was an opportunity – to develop a genuine point of differentiation in the market by emphasizing risk insight – and a challenge – to change the culture of the organization so that time-pressured GRLs would incorporate even more of the contribution of the risk engineers in their conversations with risk managers. The potential benefits were clear: the ability to put a premium price on certain products and services, greater customer loyalty, cross-selling of products and services and an enhanced reputation for customer insight and innovation.

Unique Culture Proposition

In essence, Zurich was not envisioning a Unique Selling Point (USP) but a Unique Culture Proposition (UCP), or how the company culture – “the way things are done around here” – would stand out as a point of competitive differentiation. A UCP can be defined as a simple, direct message that governs all your people’s actions at all times and carves out your own space in the market for customers and/or talent.

To explore the implications of this definition, a UCP is what governs behaviour within an organization while a classic USP focuses on the nature of the product or service. Most of us are familiar with the 4 Ps of marketing (price, product, place, promotion) and how differentiating any one of these building blocks can carve out a USP. Like a USP and its 4 Ps, a UCP is built on a handful of building blocks: values, mindsets or assumptions, processes or systems, incentives and stories.

The UCP that Zurich pursued was clear. Aligning mindsets and behaviours around that goal was the challenge, and the anticipated result was serving customer needs not only better but uniquely.The means to that end was to make explicit the value of Zurich’s own people, particularly risk engineers, to the customer via the customer’s primary contacts, the GRLs. This initiative aimed to create real economic value for the company because its aim was for the GRLs and risk engineers to work differently together and to appear differently to their customers. That is a true UCP.

Storytelling change In spring 2007, the risk engineering team met with a senior group of GRLs to turn their vision of a UCP into reality. In their first design meeting, the team conceived a workshop that would be run in several key cities in Europe and North America for the local GRL communities.

One of the first points agreed by the group was that the workshop should prompt stories among the audience in order to lend credibility and to provide examples of how the suggested way of working has succeeded in the past. There were also many more general reasons why storytelling would be a powerful tool: stories are easy to remember by everyone in a community; they create a shared context; they have emotional resonance; and they provide a touchstone for how things were, are, or should be.

The team concluded that a hypothetical customer story would be a valuable vehicle for delivering their story. But this would not be a case study in the classic sense, more of a Choose Your Own Adventure type of customer story that can encompass all variety of risk challenges. Each workshop group would be divided into smaller groups to solve the challenges important to them. In that manner, the workshop designers would also put a risk engineer with each group to collaborate. The emphasis in the workshop was on sharing new ways of working and starting to practise them in a safe environment; storytelling to suggest practical ways of working in closer collaboration with risk engineers; using an experiential, interactive approach; leaving the GRLs with tools to facilitate this new way of working and a forum to share success stories and suggestions; and overall the onus was on the delegates themselves coming up with ideas and solutions rather than being taught.

https://adamkingl.com/wp-content/uploads/2019/11/LBS-logo-e1643042447818.jpg 200 200 Adam Kingl https://adamkingl.com/wp-content/uploads/2019/09/Adam-Kingl.png Adam Kingl2010-03-01 13:29:512020-04-29 14:09:25How a Unique Culture Proposition Became a USP
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