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  • March 30, 2023

Corner Office – Kasper Rorsted – E-Mail Can’t Replace Interaction

August 30, 2010 by Karen Swim

Q. Do you remember the first time you were somebody’s boss?

A. That was in 1989, right when I got promoted from being a sales rep in the Digital Equipment Corporation to being a sales manager at the age of 27. I had about 20 people at that point in time. All but two of them were older than I was.

Q. Was that a good experience?

A. When you’re 27, you’re inexperienced, so you don’t know what to fear. I didn’t know what I probably should have known. The first time I realized it was serious was when, after about six months, I had to lay somebody off. And then suddenly you move from the sunny side of the deal to the real deal. I remember I was sleeping very poorly for almost for a week. He had a family.

So one of the lessons I learned from that, which I’ve been very aware of since, is to be friendly, but not a friend. I had grown up in the company and I knew everybody, so I was more a friend. But then I had to start having honest conversations with people about how they performed, and that taught me a lesson. I’ve always been friendly but never been friends anymore. When we have parties, I’m the one who will leave early.

Q. What were some other lessons?

A. Later on in my career, I realized that there is nothing personal in business because most decisions are made for business reasons.

Q. How did you learn that?

A. In 2004, I was dismissed by Hewlett-Packard. My immediate reaction was to take it very personally and say, “What are they doing to me?” I was running a division with 40,000 people and $30 billion in revenue. I learned a lot from that.

Within a month, I had 11 job offers, all in high tech, and I had one that came from a completely different industry. It was from Henkel, a consumer goods and adhesives company. And I decided I would take the job offer from Henkel because there was a clear path I could see to get the C.E.O. job.

But I realized when I came in that I had no clue. I didn’t know the industry. I didn’t know the employees. I didn’t know the customers. I didn’t know the competitors. And when you grow up in an industry, you tend to know more and more, and a lot of people, me included, become a bit complacent or arrogant because you know it all. You’ve seen all the problems before.

Here, I had to start from scratch again. It was like going back to first grade in school and I had three years of questions. It was a reminder of just how important it is to ask questions and listen and listen and listen and just be humble again. It was a great lesson for me, and I think I’ve changed my leadership style, to be much more humble and listen much more and ask questions.

Q. It was your first C.E.O. job. Were you surprised by anything?

A. I was surprised about a couple of things. One was how much conflict actually ends up at the C.E.O.’s desk. All of the problems that nobody else wants or can’t sort out, they end up on your desk. And there’s the immense amount of time you deal with people, and how important it is for you to be there and be visible, not sitting in the office, so people can see you and feel you and ask you things instead of just sending an e-mail.

Q. How would you say your leadership style has evolved over time?

A. I do less e-mail and a lot more of being present. Last year, I just moved my office to the U.S. and traveled around for six weeks without going home. This year, I’ll go to Asia for six weeks and will visit as many sites, employees and customers as I can. So that’s one — just understanding how important it is to be where the business is and understand how it works. The second part is being very clear on what is urgent and what is important and being very selective about the battles I pick.

Q. You mentioned you’re doing less e-mail.

A. I think e-mail is very often disruptive in corporate cultures. You sit next to people and send e-mail to each other instead of walking over or making a call or just trying to look for the personal interaction. I use e-mail more and more as text messaging — just very, very short messages. It’s very efficient, but I am convinced that e-mail does not replace presence. Also, I never read cc e-mails.

Q. What do you mean by that?

A. When I see on an e-mail “cc Kasper,” I delete it. I don’t read it.

Q. Why?

A. Because it’s a waste of time. If they want to write to me, they can write to me. People often copy me to cover their back.

They need to deal with their business and I need to deal with my business. If it’s important, they need to write it to me, but I’m not going to read a cc e-mail. I’m not advocating against e-mail, but you can get into a great argument in e-mail because people can read whatever they want into the words. It takes two minutes to pick up the phone, so I try to encourage that as much as I can. It’s not either/or. I’m just saying you’ve got to get the balance right.

Q. And when you became C.E.O., did you already know who you were going to keep on the executive team because you’d been working with them?

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via nytimes.com

This interview with Kasper Rorsted offers some interesting insight from a seasoned leader. You can read the entire article here: http://nyti.ms/9Umuj4
I believe that new leaders can benefit from the advice but I was most interested in his views on communication, since I am exploring these very issues in a series of posts this week. I share his views on email and have seen gross misuses that lead to complete breakdowns in communication. Conversations, especially the ones we often wish to avoid are best handled by real human interaction.

What are your thoughts?

Posted via email from Marketing, Musings and More from Karen Swim

Filed Under: Insights

What Will You Do for Fame?

August 25, 2010 by Karen Swim

walk of fame
Image via Wikipedia

How far would you go to be famous? If offered a shortcut that would catapult you into stardom, would you take it? Would you change the way you act to fit in to the accepted vision of fame? Would you prioritize your friends and family based on their influence? Would you step on a few toes along the way for the greater goal? How far are you willing to go? Would you distance yourself from your old life to achieve fame and fortune? When the spotlight shines on you will you stand in it alone or share it with those who contributed to the journey?

What would you do for fame?

I am willing to bet that a number of you rejected the self serving, ego-driven behaviors implied by the above questions. You may have even shaken your head as you declared, “No way, not me.” If it’s so distasteful why are you doing it now?

Signs that you may be selling out for fame:

  • You only connect with influencers because your time is too valuable
  • You turn down a guest post on a small blog in favor of one with more visibility
  • You quickly wave everyday but would not recognize the security guard at the front desk of your building
  • There is not enough time in the day so you respond to @ replies from important people but ignore the rest
  • A client heaps praise on you but you don’t mention the contributions of your team reasoning that any praise includes them too.
  • You have not been to a single soccer game or school play in months
  • At work you are funny and engaging but so distant from your family they think you moved out of state
  • Wanting to appear sophisticated you accept the glass of expensive wine offered to you, even though you do not drink. You will hold it all night occasionally taking a sip, no one will know.

While the above signs are extreme there are other subtle ways which we make tradeoffs. We may reason that it Is the price we have to pay but over time it can erode your soul.

In business and life we all have our own unique version of fame. For some fame is a title, for others it is recognition, and still others it may be the outward signs of financial success. It is our version of fame that motives and drives us as we move toward our goals. Those daydreams of “stardom” fuel our forward motion and inspire us to grow, learn and create. Nothing wrong with dreaming of stardom but there are checkpoints along the way, decisions that allow us to choose who we are now and who we will become in order to achieve our dream.

You can choose to relentlessly pursue fame at any cost, shoving others aside as you grab the spotlight or you can pursue a version of fame that doesn’t sacrifice your values or the people around you. What will you choose? What will you do for fame?

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Filed Under: Business and Career, Insights Tagged With: business, business decisions, business tradeoffs, Celebrity

5 Reasons Your Business Needs An Exit Strategy

August 23, 2010 by Karen Swim

Alcatraz - Exercise Yard Exit Door "Saili...
Image by David Paul Ohmer via Flickr

Business owners carefully plot their entry into the market but few spend as much time planning their exit. An exit strategy is as essential to your business plan as knowing what you offer and to whom.

“Every exit is an entrance somewhere else.” — Tom Stoppard

Your exit strategy can impact all of your business decisions. Knowing your destination will help you plot the course.  Service providers and creative professionals especially those with a virtual business very often do not have a good exit strategy particularly at the inception of their business. Yet it is this group that should give even more thought to planning their own exit.

Not everyone desires to build a business empire. There are small businesses and solo professionals that have created their own job and that is more than enough for them. However, a job is simply that and if you don’t plan for the day when you no longer can or want to be your own boss you may find your options limited.

An exit strategy can help you define:

  1. Your branding – are you creating a brand that can be transferred or is it so personalized that it can never be sold or operated by others?
  2. Your operations- Do you have systems and processes that allow you to outsource or expand? Are you creating a scalable business?
  3. Your offerings – Will all of your business income depend on your labor or will you create secondary revenue streams?
  4. Your investment strategy – Are you creating a lifestyle business or a business with equity that you can liquidate, sale, merge or sell stock? If you’re making 7-figures from your lifestyle business you can choose not to grow and invest your money in other vehicles. This however requires long term financial and tax planning.
  5. Your personal financial plan – Knowing when and how you will exit will drive your personal financial decisions. For example, a doctor’s exit plan may result in paying off their primary home, and buying their practice building.

Don’t allow a lack of planning to limit your choices. Make a conscious, well thought out decision that is right for you, your business and your circumstances. And remember the best journeys have a destination but allow for flexibility in how you get there.

Do you have an exit plan? If so, how has it impacted your business? If not, what would help you to formulate one?
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Filed Under: Business and Career, Insights Tagged With: business exit strategy, business planning, Small business, startups

Facebook Marketing Lessons from a 13 year old

August 11, 2010 by Karen Swim

via allfacebook.com

A 13 year old boy was able to gain 16,000 fans in a mere 96 hours with limited technical skill and a lot of heart. You can read the entire post, How A 13 Year Old Gained 16,000 Fans In 96 Hours here: http://www.allfacebook.com/how-gained-fans-2010-08#

The post is an excellent case use of Facebook but there is more to be learned from this pre-teen’s success. Logan Ludwig set up a Facebook page for his Grandfather who was dying of stage 4 lung cancer. His love and compassion for his grandfather drove him to use a familiar medium to raise money to help his grandfather.

You do not have to be technically astute to successfully capture an audience and have them respond to your call to action but you do have to care about more than your bottom line. Use Facebook and other marketing channels to solve problems for others, or add value and you have conquered half the battle. Your small business may not reach 16,000 fans in 96 hours but you will have a better chance of reaching an audience of people who matter most. Thanks to Logan Ludwig for the reminder that humanity does indeed have a place in social marketing.

Posted via email from Marketing, Musings and More from Karen Swim

Filed Under: Insights

10 Do It Yourself Marketing Ideas for Entrepreneurs

June 14, 2010 by Karen Swim

Do-It-Yourself
Image by iamPatrick via Flickr

June is Entrepreneurs Do It Yourself Marketing Month. Many small to medium sized businesses do most or all of their marketing in house. We all need a mix of methods and channels to leverage our marketing efforts. Below are 10 ideas that you may not have tried that you can do completely on your own or you can outsource components of it if you choose.

Why not go out on a limb. Isn’t that where the fruit is? ~Mahatma Gandhi

  1. Let your customers get their deal on with Groupon. Groupon, currently in more than 80 cities offers daily deals from local businesses.  Each day the site offers a featured deal of the day. The deal is only valid if enough people buy it. There is no up front cost to your business, Groupon collects all the payments, issues a coupon and sends you a check minus their fee.
  2. Give an award. A great way to connect with your community is to recognize the efforts of others. Honor an individual or business for service to the community or give a Hero’s Award to someone who did something special. Don’t forget to send out a press release about the award. You may even be able to secure prizes from sponsors.
  3. Create a tips booklet. You don’t have to write a best selling book to take advantage of the written word. Tips booklets are a great way to market your business by sharing ideas. You can give the booklets away to customers and prospects or sell them. Sell single copies for digital download only and offer hard copies in bulk to organizations or businesses.
  4. Do a free makeover. Makeovers are not just for those in the health and beauty biz. You can makeover careers, finances, media plans and more. To add buzz, have people submit an essay or video on why they should be selected for a free makeover. Choose the winner and then chronicle the before and after. The results will stand as a testimony to your services and the contest can boost your brand visibility.
  5. Sponsor a local youth team.  We talk a great deal about community online but offline community is equally important. This is a great way to give back and market your business.
  6. Host a round table. This can be a physical or virtual event. Gather local business owners together to creatively collaborate on solving a local issue. Invite your local press to moderate. Or host a virtual event with other industry leaders to provide your audience with solutions to their problems. You will establish thought leadership and by partnering with others will also gain visibility with their audience.
  7. Remember your current customers. Send cards to former or recent customers. Celebrate customer successes or milestones in your newsletter. Surprise a customer once per month with a free gift or discounted service.
  8. Do a survey and share the results in a press release. Surveys can be an effective way to generate media coverage. You can hire a company to conduct the survey for you or do it yourself using online survey tools. Get ides on questions by researching other surveys. Creative questions can make great headlines.
  9. Market through video. If you are not a fan of being on camera there are many other ways to use video to market your business.  Do “man-on-the-street” videos asking random strangers funny questions that relate to your business. How to videos are very popular. People search online to find out how to do everything from using chopsticks to stopping the hiccups. Video is a great medium for showing others how to do something. If you have a budget you can hire a company to do an online commercial for your business.
  10. Share your expertise with others. Pitch on and offline publications with an article idea (be sure to research the publication and guidelines), get interviewed by others in your areas of expertise, speak at workshops, events or even webinars. There is no shortage of opportunities if you are willing to do the work.

Integrating new ideas and approaches into your marketing strategies is a great way to get your brand in front of a different audience and revitalize your brand. Develop a plan and execute it consistently.

Resources:

  • Groupon
  • Tips Booklets (Affiliate link)
  • Co-op Online Commercials
  • Online surveys – Zommerang, Survey Monkey
  • Low cost printing services
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Filed Under: Insights Tagged With: business, entrepreneur do it yourself marketing month, Marketing, Marketing and Advertising, Small business

Brush Stokes of a Crisis Through the Artist’s Eyes

June 4, 2010 by Karen Swim

Louisiana oil spill
Image by U.S. Coast Guard via Flickr

Activism is not always carried out with a loud voice or picket sign but can occur when we are touched deeply within our souls and we feel deeply enough to share those feelings with others. Janice Cartier presented the oil spill crisis in a way that no other could.  From the depth of her own grief about a region she loves she allowed that emotion to pour out in her brush and pen. She represented activism at its core – unattached from grandstanding and political agendas – simply one person seeing a problem and giving voice to it so that others will hear.

Through Janice’s words and paintings my heart responded to the authenticity of her unspoken plea – I care, will you care too?  There was no concert or campaign but one person whose soul wailed in pain and allowed it to rise up and spill out like the black oil that lurched into the sea. It was a dignified gnashing of teeth and renting of garments that in its raw reality struck a chord inviting others to mourn at the Wailing Wall.

Through the eyes of a an artist I saw the oil spill and I no longer cared who was at fault, what titles they held and whether or not they failed. It did not matter what was said, and what political agenda it bolstered or diminished, I cared about the wetlands, and the gulf coast region.  I cared about the toxicity and the air we breathe.  I cared about those who had been exiled by the assaults on the environment and those that remained because it was home.  I cared about the sea and its place in the cycle of life.

My heart cried out in pain and my song of sorrow joined Janice for she made me see, feel and care. Oh yes, I see it too and I am moved with compassion. From my belly rises an overwhelming sadness that spurs me beyond seeing and feeling but action. I no longer ask what have they done, but what can I do, and so begins a chain started by one artist with her brush and pen.

There are those who will do the other work that needs to be done – the clean up, accountability and hopefully prevention. The law changers, marchers and way makers whose names we may or may not know. They will be the feet and hands of this body of action. However, others will stir them with their simple pleas to look, to care and to act. Janice Cartier is an activist and today I salute her.

Janice’s Posts

  • Losing Louisiana
  • Clean and Clear
  • Brown
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Filed Under: Insights Tagged With: art and activism, janice cartier, Louisiana, Oil spill

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