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class="hbs-article-tease__teaser"><p>Explore how enhancing your business knowledge can enable you to make an impact on your organization and career.</p></div></div></div><!--/$--></li><li class="hbs-tease-row__tease-mod"><!--$--><div data-theme="unset" class="hbs-article-tease hbs-article-tease--content"><div class="hbs-article-tease__image"><a href="/learning-guide" target="_self" class="hbs-article-tease__image__link" aria-hidden="true" tabindex="-1"></a><figure class="hbs-media-asset hbs-media-asset--image hbs-media-asset--loaded"><span class="hbs-media-asset__wrapper"><img alt="Cover of a guide titled âYour Guide to Online Learning Successâ with colorful hexagon designs." width="600px" height="auto" loading="lazy" src="https://cloudinary.hbs.edu/hbsit/image/fetch/q_auto,c_fill,w_600,ar_3:2,g_auto/f_webp/https%3A%2F%2Fwww.hbs.edu%2Fctfassets%2Fpublic%2Fimages%2F49suc3LSMATXDfWoUkuCiJ%2FYour%2520Guide%2520to%2520Online%2520Learning%2520Success.png" srcSet="https://cloudinary.hbs.edu/hbsit/image/fetch/q_auto,c_fill,w_560,ar_3:2,g_auto/f_webp/https%3A%2F%2Fwww.hbs.edu%2Fctfassets%2Fpublic%2Fimages%2F49suc3LSMATXDfWoUkuCiJ%2FYour%2520Guide%2520to%2520Online%2520Learning%2520Success.png 560w, https://cloudinary.hbs.edu/hbsit/image/fetch/q_auto,c_fill,w_600,ar_3:2,g_auto/f_webp/https%3A%2F%2Fwww.hbs.edu%2Fctfassets%2Fpublic%2Fimages%2F49suc3LSMATXDfWoUkuCiJ%2FYour%2520Guide%2520to%2520Online%2520Learning%2520Success.png" sizes="(max-width: 600px) 560px" fetchpriority="low" style="aspect-ratio:3/2;object-fit:cover;object-position:inherit"/></span></figure></div><div class="hbs-article-tease__content"><h3 class="hbs-article-tease__title hbs-text-h2"><a href="/learning-guide" target="_self" class="hbs-article-tease__title__link">Your Guide to Online Learning Success</a></h3><div class="hbs-article-tease__teaser"><p>If you're interested in online education but aren't sure where to start, download this in-depth, interactive guide. 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generative AI with confidence at work. Walk away with an AI Action Plan, configured AI workspace, HBS-exclusive Prompt Pack, and experience completing a realistic business scenario.</p></div><div class="hbs-course-card__details"><ul><li class="hbs-course-card__detail"><p>On-Demand</p></li><li class="hbs-course-card__detail"><p>$489</p></li><li class="hbs-course-card__detail"><p>4-5 hrs</p></li></ul></div></div></div></div><div class="hbs-course-card__footer"><div class="hbs-course-card__compare"><button type="button" role="checkbox" aria-checked="false" data-state="unchecked" value="on" id=":Rctlpj6:" class="hbs-course-card__checkbox"><span class="hbs-global-visually-hidden">Compare Sprint: Building AI Skills</span></button><input type="checkbox" aria-hidden="true" tabindex="-1" style="position:absolute;pointer-events:none;opacity:0;margin:0;transform:translateX(-100%)" value="on"/><label for=":Rctlpj6:" class="hbs-course-card__checkbox-label" aria-hidden="true">Compare</label></div><a href="/courses/building-ai-skills" target="_self" class="hbs-course-card__footer-link" aria-label="Learn more about Sprint: Building AI Skills">Learn more<svg viewBox="0 0 11 11" class="hbs-course-card__footer-link-icon" focusable="false" aria-hidden="true"><path class="arrow" fill="currentColor" d="M11 5.5L5.44416 11L4.33299 9.9L8.04807 6.22254L-2.71996e-07 6.22254L-2.03997e-07 4.6669L7.9365 4.66691L4.33299 1.1L5.44416 -2.42853e-07L11 5.5Z"></path></svg></a></div></div></div></li><li class="hbs-tease-row__tease-mod"><div class="hbs-course-card hbs-course-card--no-image"><div class="hbs-course-card__header" style="background-image:none;background-color:var(--c-coursetopic-digital-transformation-and-ai)"></div><div class="hbs-course-card__wrapper"><div class="hbs-course-card__inner"><div class="hbs-course-card__body"><div class="hbs-course-card__content"><div class="hbs-course-card__content-inner"><div class="hbs-course-card__category">Digital Transformation & AI</div><h3 class="hbs-course-card__title"><a href="/courses/data-science-ai-decision-making" target="_self" class="hbs-course-card__link">Data Science and AI for Decision Making</a></h3><p class="hbs-course-card__description">Develop the practical skills to turn data insights into strategic action. Apply data science, machine learning, and generative AI concepts through interactive, hands-on tools and learn how to forecast outcomes, uncover trends, and guide high-stakes business decisions with confidence.</p></div><div class="hbs-course-card__details"><ul><li class="hbs-course-card__detail"><p>On-Demand</p></li><li class="hbs-course-card__detail"><p>$1,949</p></li><li class="hbs-course-card__detail"><p>20-25 hrs, 5-6 hrs/module</p></li></ul></div></div></div></div><div class="hbs-course-card__footer"><div class="hbs-course-card__compare"><button type="button" role="checkbox" aria-checked="false" data-state="unchecked" value="on" id=":Rktlpj6:" class="hbs-course-card__checkbox"><span class="hbs-global-visually-hidden">Compare Data Science and AI for Decision Making</span></button><input type="checkbox" aria-hidden="true" tabindex="-1" style="position:absolute;pointer-events:none;opacity:0;margin:0;transform:translateX(-100%)" value="on"/><label for=":Rktlpj6:" 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class="hbs-course-card__body"><div class="hbs-course-card__content"><div class="hbs-course-card__content-inner"><div class="hbs-course-card__category">Leadership & Management</div><h3 class="hbs-course-card__title"><a href="/courses/transforming-customer-experiences" target="_self" class="hbs-course-card__link">Transforming Customer Experiences</a></h3><p class="hbs-course-card__description">Gain a systematic approach for delivering standout services and experiences that provide a competitive edge and build customer loyalty.</p></div><div class="hbs-course-card__details"><ul><li class="hbs-course-card__detail"><p>On-Demand</p></li><li class="hbs-course-card__detail"><p>$1,949</p></li><li class="hbs-course-card__detail"><p>20-25 hrs, 5-6 hrs/module</p></li></ul></div></div></div></div><div class="hbs-course-card__footer"><div class="hbs-course-card__compare"><button type="button" role="checkbox" aria-checked="false" data-state="unchecked" value="on" id=":Rstlpj6:" 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hbs-course-card--no-image"><div class="hbs-course-card__header" style="background-image:none;background-color:var(--c-coursetopic-leadership-and-management)"></div><div class="hbs-course-card__wrapper"><div class="hbs-course-card__inner"><div class="hbs-course-card__body"><div class="hbs-course-card__content"><div class="hbs-course-card__content-inner"><div class="hbs-course-card__category">Leadership & Management</div><h3 class="hbs-course-card__title"><a href="/courses/dynamic-teaming" target="_self" class="hbs-course-card__link">Dynamic Teaming</a></h3><p class="hbs-course-card__description">Acquire the tools, processes, and skills to build agile, adaptable teams and lead them in rapidly changing work environments.</p></div><div class="hbs-course-card__details"><ul><li class="hbs-course-card__detail"><p>Nov 18, 2026<!-- -->, <!-- -->2<!-- --> further session<!-- -->s</p></li><li class="hbs-course-card__detail"><p>$1,949<!-- -->, <!-- -->Payment due <!-- -->Nov 16, 2026</p></li><li class="hbs-course-card__detail"><p>24-28 hrs, 6-7 hrs/week</p></li></ul></div></div></div></div><div class="hbs-course-card__footer"><div class="hbs-course-card__compare"><button type="button" role="checkbox" aria-checked="false" data-state="unchecked" value="on" id=":R14tlpj6:" class="hbs-course-card__checkbox"><span class="hbs-global-visually-hidden">Compare Dynamic Teaming</span></button><input type="checkbox" aria-hidden="true" tabindex="-1" style="position:absolute;pointer-events:none;opacity:0;margin:0;transform:translateX(-100%)" value="on"/><label for=":R14tlpj6:" class="hbs-course-card__checkbox-label" aria-hidden="true">Compare</label></div><a href="/courses/dynamic-teaming" target="_self" class="hbs-course-card__footer-link" aria-label="Learn more about Dynamic Teaming">Learn more<svg viewBox="0 0 11 11" class="hbs-course-card__footer-link-icon" focusable="false" aria-hidden="true"><path class="arrow" fill="currentColor" d="M11 5.5L5.44416 11L4.33299 9.9L8.04807 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decisions that generate financial success.</p></div><div class="hbs-course-card__details"><ul><li class="hbs-course-card__detail"><p>On-Demand</p></li><li class="hbs-course-card__detail"><p>$1,949</p></li><li class="hbs-course-card__detail"><p>40-45 hrs, 5-6 hrs/week</p></li></ul></div></div></div></div><div class="hbs-course-card__footer"><div class="hbs-course-card__compare"><button type="button" role="checkbox" aria-checked="false" data-state="unchecked" value="on" id=":R1ctlpj6:" class="hbs-course-card__checkbox"><span class="hbs-global-visually-hidden">Compare Strategic Financial Analysis</span></button><input type="checkbox" aria-hidden="true" tabindex="-1" style="position:absolute;pointer-events:none;opacity:0;margin:0;transform:translateX(-100%)" value="on"/><label for=":R1ctlpj6:" class="hbs-course-card__checkbox-label" aria-hidden="true">Compare</label></div><a href="/courses/strategic-financial-analysis" target="_self" class="hbs-course-card__footer-link" aria-label="Learn 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3ass="hbs-tease-row__tease-mod"><div class="hbs-course-card hbs-course-card--no-image"><div class="hbs-course-card__header" style="background-image:linear-gradient(to right, var(--c-coursetopic-marketing) 0%, var(--c-coursetopic-entrepreneurship-and-innovation) 100%);background-color:unset"></div><div class="hbs-course-card__wrapper"><div class="hbs-course-card__inner"><div class="hbs-course-card__body"><div class="hbs-course-card__content"><div class="hbs-course-card__content-inner"><div class="hbs-course-card__category">Marketing</div><h3 class="hbs-course-card__title"><a href="/courses/entrepreneurial-marketing" target="_self" class="hbs-course-card__link">Entrepreneurial Marketing</a></h3><p class="hbs-course-card__description">Develop the entrepreneurial mindset and toolkit to create a viable, scalable business with minimal data, limited resources, and tight budgets.</p></div><div class="hbs-course-card__details"><ul><li class="hbs-course-card__detail"><p>On-Demand</p></li><li class="hbs-course-card__detail"><p>$1,949</p></li><li class="hbs-course-card__detail"><p>16-20 hrs, 4-5 hrs/module</p></li></ul></div></div></div></div><div class="hbs-course-card__footer"><div class="hbs-course-card__compare"><button type="button" role="checkbox" aria-checked="false" data-state="unchecked" value="on" id=":R1ktlpj6:" class="hbs-course-card__checkbox"><span class="hbs-global-visually-hidden">Compare Entrepreneurial Marketing</span></button><input type="checkbox" aria-hidden="true" tabindex="-1" style="position:absolute;pointer-events:none;opacity:0;margin:0;transform:translateX(-100%)" value="on"/><label for=":R1ktlpj6:" class="hbs-course-card__checkbox-label" aria-hidden="true">Compare</label></div><a href="/courses/entrepreneurial-marketing" target="_self" class="hbs-course-card__footer-link" aria-label="Learn more about Entrepreneurial Marketing">Learn more<svg viewBox="0 0 11 11" class="hbs-course-card__footer-link-icon" focusable="false" aria-hidden="true"><path class="arrow" fill="currentColor" d="M11 5.5L5.44416 11L4.33299 9.9L8.04807 6.22254L-2.71996e-07 6.22254L-2.03997e-07 4.6669L7.9365 4.66691L4.33299 1.1L5.44416 -2.42853e-07L11 5.5Z"></path></svg></a></div></div></div></li><li class="hbs-tease-row__tease-mod"><div class="hbs-course-card hbs-course-card--no-image"><div class="hbs-course-card__header" style="background-image:none;background-color:var(--c-coursetopic-marketing)"></div><div class="hbs-course-card__wrapper"><div class="hbs-course-card__inner"><div class="hbs-course-card__body"><div class="hbs-course-card__content"><div class="hbs-course-card__content-inner"><div class="hbs-course-card__category">Marketing</div><h3 class="hbs-course-card__title"><a href="/courses/creating-brand-value" target="_self" class="hbs-course-card__link">Creating Brand Value</a></h3><p class="hbs-course-card__description">Build strong, differentiated brands that resonate with consumers and give your company a competitive edge.</p></div><div class="hbs-course-card__details"><ul><li class="hbs-course-card__detail"><p>On-Demand</p></li><li class="hbs-course-card__detail"><p>$1,949</p></li><li class="hbs-course-card__detail"><p>23-40 hrs, 5-8 hrs/module</p></li></ul></div></div></div></div><div class="hbs-course-card__footer"><div class="hbs-course-card__compare"><button type="button" role="checkbox" aria-checked="false" data-state="unchecked" value="on" id=":R1stlpj6:" class="hbs-course-card__checkbox"><span class="hbs-global-visually-hidden">Compare Creating Brand Value</span></button><input type="checkbox" aria-hidden="true" tabindex="-1" style="position:absolute;pointer-events:none;opacity:0;margin:0;transform:translateX(-100%)" value="on"/><label for=":R1stlpj6:" class="hbs-course-card__checkbox-label" aria-hidden="true">Compare</label></div><a href="/courses/creating-brand-value" target="_self" class="hbs-course-card__footer-link" aria-label="Learn more about Creating Brand Value">Learn more<svg viewBox="0 0 11 11" 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class="hbs-course-card__description">Compete in the age of AI with a comprehensive approach to building, leading, and operating AI-powered organizations.</p></div><div class="hbs-course-card__details"><ul><li class="hbs-course-card__detail"><p>On-Demand</p></li><li class="hbs-course-card__detail"><p>$1,949</p></li><li class="hbs-course-card__detail"><p>16-24 hrs, 4-6 hrs/module</p></li></ul></div></div></div></div><div class="hbs-course-card__footer"><div class="hbs-course-card__compare"><button type="button" role="checkbox" aria-checked="false" data-state="unchecked" value="on" id=":R24tlpj6:" class="hbs-course-card__checkbox"><span class="hbs-global-visually-hidden">Compare AI Essentials for Business</span></button><input type="checkbox" aria-hidden="true" tabindex="-1" style="position:absolute;pointer-events:none;opacity:0;margin:0;transform:translateX(-100%)" value="on"/><label for=":R24tlpj6:" class="hbs-course-card__checkbox-label" aria-hidden="true">Compare</label></div><a 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3,{"metadata":{"tags":[{"sys":{"type":"Link","linkType":"Tag","id":"readLevel1"}},{"sys":{"type":"Link","linkType":"Tag","id":"siteHbsOnline"}},{"sys":{"type":"Link","linkType":"Tag","id":"writeLevel1"}}],"concepts":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"beh2ph2tgbqk"}},"id":"0RaQRlnWTJPIM1gn4UqRL","type":"Entry","createdAt":"2026-02-24T12:02:25.627Z","updatedAt":"2026-03-17T12:44:46.888Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":192,"revision":2,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"richText"}},"locale":"en-US"},"fields":{"text":{"nodeType":"document","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Networking is essential to professional growth. Through intentional relationship-building, you can uncover new opportunities, find mentors, and connect with people who broaden your perspective. Whether youâre early in your career, seeking advancement, or navigating a job search, your professional relationships can shape your trajectory.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âBigger is not necessarily better when it comes to networking,â says Harvard Business School Professor Julie Battilana in the HBS Online course ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"6gXTIL4HsnrxiHfqdJfKcD","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Power and Influence for Positive Impact","marks":[],"data":{}}]},{"nodeType":"text","value":". âInstead, you want to focus on fit.â ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"To make the most of your network, focus on building the right connectionsânot just more of them. Here are six tips to help you develop your network in a way that supports your career growth.","marks":[],"data":{}}]},{"nodeType":"embedded-entry-block","data":{"target":{"sys":{"id":"4pwVwZImnLTu7KO371Zz5j","type":"Link","linkType":"Entry"}}},"content":[]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Tips for Growing Your Network","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"1. Assess and Strengthen Your Current Network","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Before expanding your network, understand the one you already have.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Consider the people you rely on in your professional life. To get started:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Make a list of colleagues, former co-workers, and industry peers","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Review your LinkedIn connections to remind yourself whoâs there","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Reflect on previous roles, internships, and academic or ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"0WaFf592iErTvZflifInPa","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"professional development","marks":[],"data":{}}]},{"nodeType":"text","value":" programs, where you met peers and advisors","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Consider who's supported you at different career stages","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"You may rediscover relationships that can be rekindled with a simple message or check-in. An audit can help you identify:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Which connections are strongest?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Which connections need development?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Are any key relationships missing?","marks":[],"data":{}}]}]}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"2. Establish and Maintain Your Online Presence","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Help others learn about your experience by establishing an online presence through a website, portfolio, or ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"4bqrLZGLFv6m0Jj4OxxCgu","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"social media","marks":[],"data":{}}]},{"nodeType":"text","value":". It can be as simple as creating a LinkedIn profileâthe social networking site ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.forbes.com/sites/robinryan/2020/09/09/95-of-recruiters-are-on-linkedin-looking-for-job-candidates-how-to-impress-them/"},"content":[{"nodeType":"text","value":"95 percent of recruiters use to find job candidates","marks":[],"data":{}}]},{"nodeType":"text","value":".","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"When setting up your LinkedIn profile, ensure you:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Upload a professional photo with a simple background that makes you the focal point","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Create a compelling headline that speaks directly to your audience and specialty","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Detail all relevant work experience and quantify your accomplishments in each role","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Add links to relevant work, such as your online portfolio or a company blog, which can help highlight and support your experience","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Incorporate skills you want recruiters to associate you with when searching LinkedIn, such as âfinancial analyst,â âinnovation,â or âmarketing strategyâ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Fill out as many relevant profile sections as possible, from your âVolunteer Experienceâ to âAccomplishmentsâ","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"As your career evolves, update your profile to reflect new experiences.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"3. Join Relevant Communities","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Networking doesnât only happen at work. Consider expanding your reach through alumni networks, professional associations, industry events, and virtual communities. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Joining groups aligned with your interests exposes you to new perspectives and valuable connections. For example, the ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"4OwCWpUotcD53N4kr3VlVD","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"HBS Online Community","marks":[],"data":{}}]},{"nodeType":"text","value":" enables online learners and other business-minded professionals to","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"1uLyjDypBPYBCRWbs9MWUu","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":" connect globally in several ways","marks":[],"data":{}}]},{"nodeType":"text","value":", including:","marks":[],"data":{}}]},{"nodeType":"embedded-entry-block","data":{"target":{"sys":{"id":"70d0ST6yIUglYvLJCftAE5","type":"Link","linkType":"Entry"}}},"content":[]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chapter events:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" The HBS Online Community has ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://hbsonlinecommunity.myhbx.org/s/chapter
3s"},"content":[{"nodeType":"text","value":"over 30 Chapters worldwide","marks":[],"data":{}}]},{"nodeType":"text","value":". Consider joining your closest one, the ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://hbsonlinecommunity.myhbx.org/s/chapter/aDG1R00000003ycWAA/global-chapter"},"content":[{"nodeType":"text","value":"Global Chapter","marks":[],"data":{}}]},{"nodeType":"text","value":", or an industry-based group to find and attend virtual and in-person networking events. HBS Online past participants also gain exclusive access to ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://hbsonlinecommunity.myhbx.org/s/content/aDHQm000001XGwf/connext-2026-inperson-event-coming-this-may"},"content":[{"nodeType":"text","value":"Connext","marks":[],"data":{}}]},{"nodeType":"text","value":", an annual conference focused on learning, networking, and inspiration.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Discussion boards: ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"By joining a Chapter, youâll gain access to discussion boards where you can share updates, ask and answer questions, and post polls.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Direct messaging:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"1uLyjDypBPYBCRWbs9MWUu","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Connect with fellow learners","marks":[],"data":{}}]},{"nodeType":"text","value":" about their learning experience, job opportunities, or relevant industry insights.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Professional profiles: ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Consider adding a photo and social media channels links to your profile. ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://hbsonlinecommunity.myhbx.org/s/content/aDHDm000000seXt/5-ways-to-enhance-your-community-profile?_gl=1*10x8pdh*_ga*MTE4MzE1ODYwNy4xNzI3MTExNTQ1*_ga_8WKK0TX61D*czE3NzM2NzY1MDUkbzEwMSRnMSR0MTc3MzY3NzE4MSRqNDgkbDAkaDA."},"content":[{"nodeType":"text","value":"Sharing more about yourself makes it easier to connect","marks":[],"data":{}}]},{"nodeType":"text","value":".","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Exclusive networking groups:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" If you complete an ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5w0W68SST5wLZK2BW2N6Tz","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"HBS Online course, program, or Learning Track","marks":[],"data":{}}]},{"nodeType":"text","value":", youâll be added to the Official HBS Online Networking Group.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Community Challenges:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" HBS Online annually partners with a nonprofit to host a ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://hbsonlinecommunity.myhbx.org/s/community-challenge"},"content":[{"nodeType":"text","value":"Community Challenge","marks":[],"data":{}}]},{"nodeType":"text","value":" that empowers learners to solve pressing business challenges.","marks":[],"data":{}}]}]}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"4. Cultivate Diverse Relationships","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Great leaders genuinely care about people and demonstrate authentic interest in getting to know the person, not the connection. And, as Battilana explains in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"6gXTIL4HsnrxiHfqdJfKcD","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Power and Influence for Positive Impact","marks":[],"data":{}}]},{"nodeType":"text","value":", diverse networks can significantly expand the opportunities and ideas weâre exposed to.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âA broad network gives all of us exposure to many kinds of knowledge, opportunities, and insights that can broaden our views, help us be more innovative, and fulfill our aspirations,â Battilana says in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"6gXTIL4HsnrxiHfqdJfKcD","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Power and Influence for Positive Impact","marks":[],"data":{}}]},{"nodeType":"text","value":". âBut most of us don't have very diverse networks. The problem is that we tend to associate and bond with similar people. We all must work to overcome these hurdles, recognize the value of cultivating relationships with those who differ from us, and build networks with high levels of breadth.\" ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Putting this into action requires intentionally expanding your circle beyond familiar peers. Seek out individuals from different industries, functions, backgrounds, and perspectives. These relationships can challenge your assumptions, spark innovative ideas, and open new doors.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Is there a department in your organization you want to learn more about? Ask your team, direct report, or supervisor if they know anyone who would be willing to talk about their work.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Does your friend from graduate school work in an industry you're intrigued by? Ask them to connect you with a colleague for an informational interview. Meet with people just to talk about what they do and genuinely, actively listen.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Come prepared with questions. You might consider asking:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"What projects are you working on right now that you're excited about?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"How did you get started in this department?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"How would you describe your professional journey?","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"As your network expands, the next step is ensuring those relationships create value for everyone involved.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"5. Bring Shared Value to Your Network","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"As your network grows, focus on creating shared value. Donât be afraid to ask your network for help. ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.scientificamerican.com/article/asking-advice-makes-a-good-impression/"},"content":[{"nodeType":"text","value":"Research shows","marks":[],"data":{}}]},{"nodeType":"text","value":" that people who seek advice appear more competent and encourage knowledge sharing.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"At the same time, effective networking is built on mutual value, not one-sided requests. As Battilana explains, networking doesnât have to be transactional.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âOf course, not all of us love the idea of networking,â Battilana says in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"6gXTIL4HsnrxiHfqdJfKcD","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Power and Influence for Positive Impact","marks":[],"data":{}}]},{"nodeType":"text","value":". âBut as we discovered, while networking c
3an be a manipulative activity, it doesn't have to be.â ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"In ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"6gXTIL4HsnrxiHfqdJfKcD","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Power and Influence for Positive Impact","marks":[],"data":{}}]},{"nodeType":"text","value":", Battilana suggests finding ways to bring shared value to your network: âBy pursuing relationships in a way that feels authentic to us and that's aligned to a higher purposeâand by developing relationships that aren't only about taking but that are also about giving, learning, and enabling others to learnâwe can approach networking in a genuine and ethical way.â","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Identifying your ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"1eIPmDzlZ1AjlPGEDUs6q8","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"personal value proposition","marks":[],"data":{}}]},{"nodeType":"text","value":" is a first step in clarifying the value you bring. The HBS Online course ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"4XtGiQXGnlTxXuE7OBk2be","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Personal Branding","marks":[],"data":{}}]}
3,{"nodeType":"text","value":" offers in-depth guidance on ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"2oEqAVZnGqTRw0Em5P5pEh","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"how to develop your personal brand","marks":[],"data":{}}]},{"nodeType":"text","value":". ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âYour personal value proposition describes for a particular audience: how you will make a difference, why you are especially equipped to make this difference, and what evidence you have to support that assertion,â says HBS Professor Jill Avery in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"4XtGiQXGnlTxXuE7OBk2be","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Personal Branding","marks":[],"data":{}}]},{"nodeType":"text","value":". âThis strategic statement encapsulates the promise of differentiated value that you, as an individual, bring.â","marks":[],"data":{}}]},{"nodeType":"embedded-entry-block","data":{"target":{"sys":{"id":"2W5WomtzmmxLjmmUhn3OYb","type":"Link","linkType":"Entry"}}},"content":[]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"In practice, this means ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"7KlzyY7m7RlrKNruhYEraU","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"approaching networking","marks":[],"data":{}}]},{"nodeType":"text","value":" with a contribution mindset. 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Effectively communicating your organizational value and ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"professional development goals","data":{}}],"data":{"uri":"/blog/post/professional-development-goals"}},{"nodeType":"text","marks":[],"value":" to your employer is vital.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Here's an overview of negotiation's importance in ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"career advancement","data":{}}],"data":{"uri":"/blog/post/career-advancement-opportunities"}},{"nodeType":"text","marks":[],"value":" and the steps you can take to get a promotion.","data":{}}],"data":{}},{"nodeType":"embedded-entry-block","data":{"target":{"sys":{"id":"U8UFpJ0K4zNE0cL5zBPo9","type":"Link","linkType":"Entry"}}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","marks":[],"value":"Why Is Negotiation Important for Career Advancement?","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Working harder to increase the likelihood of advancing your career may seem intuitive, but ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"it doesn't automatically earn you a promotion","data":{}}],"data":{"uri":"/blog/post/how-stereotypes-affect-an-organization"}},{"nodeType":"text","marks":[],"value":". 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Doing so helps demonstrate what you can bring to a new role.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Before negotiating, do research to ensure you understand the positionâs additional responsibilities and duties. Be prepared to explain why you're well suited for it and how you can contribute to the company's objectives.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Remember to highlight why you're a good personality fit, too. This is particularly important for managerial positions where ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"soft skills and personal characteristics","data":{}}],"data":{"uri":"/blog/post/team-management-skills"}},{"nodeType":"text","marks":[],"value":" are crucial to success.","data":{}}],"data":{}},{"nodeType":"heading-3","content":[{"nodeType":"text","marks":[],"value":"2. 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Your ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"best alternative to a negotiated agreement (BATNA)","data":{}}],"data":{"uri":"/blog/post/understanding-zopa"}},{"nodeType":"text","marks":[],"value":" is the course of action you'll take if you canât reach a compromise. For example, will you seek employment elsewhere or keep working in your current role?","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"You should also set a stretch goalâan unlikely but possible outcome.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"âAs you go into negotiation, you should picture an outstanding result,â says Harvard Business Sc
3hool Professor Michael Wheeler in the online course ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Negotiation Mastery","data":{}}],"data":{"uri":"/courses/negotiation/"}},{"nodeType":"text","marks":[],"value":". âSomething that's probably a long shot, but not a fantasy either. Something that you might say has a 10 percent chance of happening.â","data":{}}],"data":{}},{"nodeType":"embedded-entry-block","data":{"target":{"sys":{"id":"7o8RDL7b2AfW65X0T6u7hv","type":"Link","linkType":"Entry"}}},"content":[]},{"nodeType":"heading-3","content":[{"nodeType":"text","marks":[],"value":"3. Be Ready for Various Scenarios","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Negotiating can be unpredictable, despite your extensive preparation and research. ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Be ready to improvise and adapt","data":{}}],"data":{"uri":"/blog/post/negotiation-tips-for-people-who-hate-negotiating"}},{"nodeType":"text","marks":[],"value":" to overcome unforeseen barriers or resistance.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"âYou donât know what the other party will say or do, so you need to think quickly on your feet,â Wheeler says in ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Negotiation Mastery","data":{}}],"data":{"uri":"/courses/negotiation/"}},{"nodeType":"text","marks":[],"value":". âHowever, that doesnât mean you can make everything up as you go along, just winging it. Instead, as part of your preparation, you need to imagine the different twists and turns the conversation may take.â","data":{}}],"data":{}},{"nodeType":"heading-3","content":[{"nodeType":"text","marks":[],"value":"4. Understand Your Counterpart","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"You may already have a rapport with your counterpart. However, negotiating a promotion can involve interacting with someone you don't work closely with.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"In such cases, it's critical to thoroughly research the other party to understand their perspectives, preferences, and concerns. This can help you build trust.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"âIf you havenât established a level of trustâif people think youâre chesting your cards, youâre bluffing, or whatever the case may beâthey have no incentive to be any more open than you are,â Wheeler says in a ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Facebook Live lecture","data":{}}],"data":{"uri":"https://www.facebook.com/onlineHBS/videos/509138106579061/"}},{"nodeType":"text","marks":[],"value":".","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"By identifying your counterpartâs personality traits, communication styles, and ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"negotiation tactics","data":{}}],"data":{"uri":"/blog/post/negotiation-tactics-that-work"}},{"nodeType":"text","marks":[],"value":", you can craft an effective, persuasive argument.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[{"type":"italic"},{"type":"bold"}],"value":"Check out the video below to learn about negotiation skills you should develop, and subscribe to our ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[{"type":"italic"},{"type":"bold"}],"value":"YouTube channel","data":{}}],"data":{"uri":"https://www.youtube.com/c/HBSOnline"}},{"nodeType":"text","marks":[{"type":"italic"},{"type":"bold"}],"value":" for more explainer content!","data":{}}],"data":{}},{"nodeType":"paragraph","content":[],"data":{}},{"nodeType":"embedded-entry-block","data":{"target":{"sys":{"id":"47wy6Zqwrbgy95wrjecG6O","type":"Link","linkType":"Entry"}}},"content":[]},{"nodeType":"paragraph","content":[],"data":{}},{"nodeType":"heading-3","content":[{"nodeType":"text","marks":[],"value":"5. Keep Your Emotions in Check","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Ideally, your employer will be open and receptive to discu
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Define Your Purpose","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The first step to creating your personal brand is identifying your values, goals, and purpose.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Start by asking yourself:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"What do I care about?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"What are my values?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"What do I want people to know about me? 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Reflect on recurring themes in your interests, abilities, and values to determine what you want others to associate you with.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Afterward, come up with a sentence that clearly states who you are and what value you provideâthatâs your ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"476cENo4lipgJjuIi8EYxd","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"value proposition","marks":[],"data":{}}]},{"nodeType":"text","value":". For example: âIâm an experienced social media manager in the athletic wear industry whoâs passionate about empowering my team.â","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Try several variations to find what feels ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"2sbPsl3M60Fu9Iv7bn2uEV","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"authentic ","marks":[],"data":{}}]},{"nodeType":"text","value":"and impactful.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"2. Audit Your Personal Brand Equity","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Next, take stock of your current personal brand. Even before consciously deciding to craft one, others carry perceptions and knowledge about you. 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","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"In the ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://hbr.org/2023/05/a-new-approach-to-building-your-personal-brand"},"content":[{"nodeType":"text","value":"Harvard Business Review","marks":[{"type":"italic"}],"data":{}}]},{"nodeType":"text","value":", Avery and Greenwald outline several factors to consider during this phase:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Credentials: ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Your education, awards, and achievements","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Social capital:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" Personal and professional connectionsâ quantity and quality","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Cultural capital: ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"1al3QhCylGnX3e5UxFsagR","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Emotional intelligence","marks":[],"data":{}}]},{"nodeType":"text","value":" and expertise youâve garnered through life experiences","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"What gaps exist between your current personal brand and the one you want to implement? 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While a one-line statement can be effective, you must oftentimes prove your value in conversational settings.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"For instance, if one of your differentiators is that you take","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5Vcml00Qzh8MXeQFYVbd1Y","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":" bold yet calculat
3ed risks","marks":[],"data":{}}]},{"nodeType":"text","value":", you may tell a story about when you went skydiving. During an interview, you may call, instead, upon a time when you took a chance on a new ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"3R8KhETBQA8T0rWv72oT6Y","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"product innovation","marks":[],"data":{}}]},{"nodeType":"text","value":" without knowing how it would performâand it paid off.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"What experiences convey your best qualities? Brainstorm a list to keep in your back pocket.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"4. Communicate and Embody Your Brand","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"After planning your personal brand, ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"1NPqs0pRSbHpqSSnl3Hdkz","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"communicate it","marks":[],"data":{}}]},{"nodeType":"text","value":" by identifying outlets through which you can promote your value. 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3hool Online Community","data":{}}],"data":{"uri":"/more-info/community"}},{"nodeType":"text","marks":[],"value":" is made up of business professionals from around the world who identify as lifelong learners. Many of its members have either completed or are currently taking an HBS Online course, but some havenât.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Online learning communities typically have digital hubs that enable connection across geographic locations. In addition to encouraging discussion, support, and networking, these hubs provide a way for members to coordinate in-person meetups.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"In some communities, such as HBS Onlineâs, members can ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"join a geography-based Chapter","data":{}}],"data":{"uri":"https://hbsonlinecommunity.myhbx.org/s/chapters"}},{"nodeType":"text","marks":[],"value":" led by a Community Organizer who hosts events for those in the same area.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"An online learning community can provide a sense of belonging that former iterations of online learning lacked. 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By opting into a global network, youâll meet individuals with different life experiences, opinions, and challenges.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"âBeing able to talk to the other students in my cohortâespecially when I started becoming a trusted cohort member and was getting valuable feedbackâgave me a stronger investment in the program,â says ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Tiara Shafiq","data":{}}],"data":{"uri":"/more-info/student-stories/tiara"}},{"nodeType":"text","marks":[],"value":", who took the ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Credential of Readiness (CORe)","data":{}}],"data":{"uri":"/courses/core/"}},{"nodeType":"text","marks":[],"value":" program. âNot only was I learning, I was doing well and able to help others through my unique perspectives.â","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Thoughtfully engaging in discussion with others can open your mindset to their perspectives and help you consider topics from multiple angles, which can prove useful in your course and career.","data":{}}],"data":{}},{"nodeType":"heading-3","content":[{"nodeType":"text","marks":[],"value":"2. 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According to a ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.pwc.com/us/en/tech-effect/emerging-tech/emtech-survey.html"},"content":[{"nodeType":"text","value":"PwC survey","marks":[],"data":{}}]},{"nodeType":"text","value":", 73 percent of U.S. companies have already adopted AI in an aspect of their business.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Yet, in the rush to implement AI, some organizations ignore the ethical concerns.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âWe need to go back and think about that a little bit because it's becoming very fundamental to a whole new generation of leaders across small and large firms,â says Harvard Business Sc
3hool Professor Marco Iansiti, who co-teaches the online course ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/courses/ai-essentials-for-business/"},"content":[{"nodeType":"text","value":"AI Essentials for Business","marks":[],"data":{}}]},{"nodeType":"text","value":" with HBS Professor Karim Lakhani. âThe extent to which, as these firms drive this immense scale, scope, and learning, there are all kinds of really important ethical considerations that need to be part of the management, the leadership philosophy from the get-go.â","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"You must address these issues to remain competitive in the digital age.","marks":[],"data":{}}]},{"nodeType":"embedded-entry-block","data":{"target":{"sys":{"id":"1bWREVtNburRQYSKdKgzZN","type":"Link","linkType":"Entry"}}},"content":[]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Does AI in Business Impact the Workforce?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Debates around the ethics of AI in business often focus on its possible negative workforce impacts, particularly in reducing or replacing employees.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"In an episode of HBS Onlineâs ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/podcast/details?episode=1065469378"},"content":[{"nodeType":"text","value":"Parlor Room","marks":[{"type":"italic"}],"data":{}}]},{"nodeType":"text","value":" podcast, HBS Professor Nien-hê Hsieh, who teaches ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/courses/leadership-ethics-corporate-accountability/"},"content":[{"nodeType":"text","value":"Leadership, Ethics, and Corporate Accountability","marks":[],"data":{}}]},{"nodeType":"text","value":", discusses how these concerns arenât new and why they shouldnât deter organizations from implementing AI in business operations.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âA lot of the concern around AI is in the context of work,â Hsieh says. âA lot of companies are sort of engaging in using AI to help workers do their work more efficiently, effectively. But at the same time, if you think about the history of technology, there have been lots of technologies that have displaced people from their work.â","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Listen to the full ","marks":[{"type":"italic"},{"type":"bold"}],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/podcast/details?episode=1065469378"},"content":[{"nodeType":"text","value":"Parlor Room episode with Hsieh","marks":[{"type":"italic"},{"type":"bold"}],"data":{}}]},{"nodeType":"text","value":" about ethical AI, or ","marks":[{"type":"italic"},{"type":"bold"}],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.youtube.com/watch?v=ZJHw0k1MuWU"},"content":[{"nodeType":"text","value":"watch it on YouTube","marks":[{"type":"italic"},{"type":"bold"}],"data":{}}]},{"nodeType":"text","value":".","marks":[{"type":"italic"},{"type":"bold"}],"data":{}}]},{"nodeType":"embedded-entry-block","data":{"target":{"sys":{"id":"5JV6ZnahLLJXzMbaxPQMv4","type":"Link","linkType":"Entry"}}},"content":[]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Consider the impact of automated teller machines (ATMs) on bank tellers. While this shift caused an initial ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.aei.org/economics/what-atms-bank-tellers-rise-robots-and-jobs/"},"content":[{"nodeType":"text","value":"disruption in the banking industry","marks":[],"data":{}}]},{"nodeType":"text","value":", it also made it easier for banks to open additional branchesâspurring demand for tellersâand created new roles that required different skills, such as IT support and customer service.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"While AI may lead to the displacement of certain
3jobs, it also paves the way for new roles. According to the ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.weforum.org/agenda/2020/10/dont-fear-ai-it-will-lead-to-long-term-job-growth/"},"content":[{"nodeType":"text","value":"World Economic Forum","marks":[],"data":{}}]},{"nodeType":"text","value":", around 85 million jobs could be displaced by 2025, with 97 million new jobs emerging that require advanced technical competencies and soft skills, such as ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/blog/post/leadership-skills"},"content":[{"nodeType":"text","value":"leadership","marks":[],"data":{}}]},{"nodeType":"text","value":", ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/blog/post/importance-of-creativity-in-business"},"content":[{"nodeType":"text","value":"creativity","marks":[],"data":{}}]},{"nodeType":"text","value":", and ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/blog/post/emotional-intelligence-in-leadership"},"content":[{"nodeType":"text","value":"emotional intelligence","marks":[],"data":{}}]},{"nodeType":"text","value":".","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âHow do you inoculate yourself against the changes that are coming? How do you stay relevant? The answer: develop leadership skills,â writes Patrick Mullane, executive director of HBS Online and Executive Education, ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.forbes.com/sites/patrickmullane/2023/09/27/chatgpt-cant-lead-but-you-can/"},"content":[{"nodeType":"text","value":"in ","marks":[],"data":{}},{"nodeType":"text","value":"Forbes","marks":[{"type":"italic"}],"data":{}}]},{"nodeType":"text","value":". âLeading others is something generative AI tools canât do. The intuition, charisma, relationship-building, and other traits common in a great leader donât exist in generative AI.â","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"However, a shifting workforce isnât the only challenge you must address when implementing AI. Here are five ethical concerns of AI in business that can greatly impact your organizationâs success in the digital age.","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Ethical Considerations of AI in Business","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"1. Digital Amplification","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Understanding digital amplification is crucial when using AI in your business operations. ","marks":[],"data":{}},{"nodeType":"text","value":"Digital amplification","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" refers to AI enhancing the reach and influence of digital content.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"This can involve algorithms:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Prioritizing certain information","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Shaping public opinion","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Amplifying specific voices","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Imagine a news organization using AI to recommend articles to readers. If the AI system frequently suggests certain news stories over others, those articles receive more attention and clicks, which can greatly shape the publicâs opinion.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"This phenomenon raises several ethical concerns about fairness, transparency, and the potential for misinformation.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"In ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/courses/ai-essentials-for-business/"},"content":[{"nodeType":"text","value":"AI Essentials for Business","marks":[],"data":{}}]},{"nodeType":"text","value":", Iansiti uses the online encyclopedia Wikipedia as an example of how communities can counteract digital amplification. Since the website ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://en.wikipedia.org/wiki/Wikipedia:About"},"content":[{"nodeType":"text","value":"allows users to post and edit content","marks":[],"data":{}}]},{"nodeType":"text","value":", opposing sides of an argument can edit one anotherâs work, getting closer to the truth.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âIt's a wonderful testament to the power of communities in policing themselves and becoming better over time,â Iansiti says. âEven the individual editors get better. They have less bias measurably over time as they react to more and more of the community that essentially corrects what itâs saying.â","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The key, however, isnât just refining algorithmsâitâs how leaders choose to apply them. As HBS Professor Karim Lakhani explains in ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/courses/ai-for-leaders/"},"content":[{"nodeType":"text","value":"AI for Leaders","marks":[],"data":{}}]},{"nodeType":"text","value":", an online course he co-teaches with HBS Professor Iavor Bojinov, âIn real-world scenarios, augmenting human workârather than replacing itâoften strikes the best balance. AI offers scale and speed, but humans provide judgment, ethics, and experience.\"","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"In the workplace, you can reflect this balance by encouraging diverse participation in data collection and decision-making and by regularly reviewing AI systems to ensure fairness and transparency.","marks":[],"data":{}}]},{"nodeType":"embedded-entry-block","data":{"target":{"sys":{"id":"3o2gRsDQcarB2O4IjnWq5a","type":"Link","linkType":"Entry"}}},"content":[]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"2. Algorithmic Bias","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Algorithms are the backbone of AIâs ability to streamline and optimize business operations. Yet, they open your organization to possible bias that can negatively impact you and your employees.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Algorithmic bias","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" is the systematic discrimination that can occur when AI decision-making is influenced by prejudiced data, resulting in unfair outcomes like:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Discriminatory hiring","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Unequal access to resources","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Workplace bias","marks":[],"data":{}}]}]}]},{"nodeType":"embedded-entry-block","data":{"target":{"sys":{"id":"qDcdCrLuJwsGyRvvPAI3e","type":"Link","linkType":"Entry"}}},"content":[]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Imagine if your company used AI to quickly review applicantsâ resumes to help identify the most qualified candidates based on specific criteria. It could streamline the recruitment process, allowing your team to focus on interviewing and evaluating the best matches for the role.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"However, if the AI system is trained on biased dataâsuch as the notion that men dominate the finance industry or nurses are primarily femaleâit may unfairly prioritize candidates and overlook qualified ones from diverse backgrounds.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âWe need to be sure that in a world that's driven by algorithms, the algorithms are actually doing the right things,â Iansiti says in ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/courses/ai-essentials-for-business/"},"content":[{"nodeType":"text","value":"AI Essentials for Business","marks":[],"data":{}}]},{"nodeType":"text","value":". âThey're doing the legal things. And they're doing the ethical things.â","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"To address algorithmic bias, you must ensure your AI systems are built on diverse data sets. You can start by regularly auditing and testing these systems for biased outcomes. You can also encourage a culture of inclusivity by involving a diverse team in the development and review processes.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"By taking these steps, you can promote fairness and transparency in your organization's AI applications.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"3. Cybersecurity","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Cybersecurity is a major ethical concern for AI-driven firms because these systems often handle sensitive data, making them desirable targets for cyberattacks.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Cybersecurity challenges include:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Phishing","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":": An online scam where cybercriminals disguise themselves as a legitimate individual or organization to trick you into revealing personal information or financial data","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Malware","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":": A combination of \"malicious\" and \"software,\" it's a program used to gain unauthorized access to companies' IT systems to steal data, disrupt services, or take control","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Ransomware","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":": A type of malware, ransomware prohibits individuals from accessing their data by encrypting their files and demanding a ransom payment to restore them","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Several businesses are experiencing an increase in these attacks, with ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.cfo.com/news/cybersecurity-attacks-generative-ai-security-ransom/692176/"},"content":[{"nodeType":"text","value":"85 percent","marks":[],"data":{}}]},{"nodeType":"text","value":" of cybersecurity leaders citing that recent attacks are the result of bad actors using AI.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Robust cybersecurity measures tailored to AI are essential for protecting data from unauthorized access, misuse, or breaches. Fail
3ing to secure data can lead to ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.usatoday.com/story/money/2017/05/23/target-pay-185m-2013-data-breach-affected-consumers/102063932/"},"content":[{"nodeType":"text","value":"financial losses","marks":[],"data":{}}]},{"nodeType":"text","value":" and damage to your ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.reptrak.com/blog/the-equifax-breach-is-a-reputational-crisis-that-will-linger/"},"content":[{"nodeType":"text","value":"organization's reputation","marks":[],"data":{}}]},{"nodeType":"text","value":".","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Your industry often influences how you address cybersecurity. For example, healthcare organizations must comply with strict regulations like ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.hhs.gov/hipaa/for-professionals/privacy/index.html"},"content":[{"nodeType":"text","value":"HIPAA to protect patient data","marks":[],"data":{}}]},{"nodeType":"text","value":", requiring robust AI data security measures. In contrast, retail companies need to prioritize protecting customer payment information.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"However, there are a few tactics you can use to help with cybersecurity in the age of AI, no matter what industry youâre in.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"For example, regularly updating your software and enabling multi-factor authentication are simple yet effective ways to protect your data. In addition, training employees to recognize phishing attempts can significantly reduce the risk of breaches. According to a ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://blog.knowbe4.com/knowbe4-2024-phishing-by-industry-benchmarking-report"},"content":[{"nodeType":"text","value":"KnowBe4 report","marks":[],"data":{}}]},{"nodeType":"text","value":", 86 percent of organizations reduced the threat of phishing attacks after one year of security awareness training.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Simply paring down waste can also help boost your organizationâs cybersecurity.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âOne thing to be said about all these cybersecurity challenges is that you need to be careful about not keeping data you don't need,â Iansiti says in ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/courses/ai-essentials-for-business/"},"content":[{"nodeType":"text","value":"AI Essentials for Business","marks":[],"data":{}}]},{"nodeType":"text","value":". âThere are so many times that I've heard from an executive, something like âI have great data. I have so much customer data. I'm not quite sure what I'm doing with it yet, but I'm keeping it just in case I figure it out.ââ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Therefore, you can help avoid catastrophic data breaches by minimizing data storage, so protecting it isnât a huge feat.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"4. Privacy","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Ethical concerns around AI privacy focus on collecting, storing, and using employee data. AI systems can analyze vast amounts of personal and professional information, which must be properly protected to avoid privacy violations, unauthorized access, and misuse.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âWe've got a big privacy problem as our economy becomes increasingly digital,â Iansiti says in ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/courses/ai-essentials-for-business/"},"content":[{"nodeType":"text","value":"AI Essentials for Business","marks":[],"data":{}}]}
3,{"nodeType":"text","value":". âAnd interestingly, in some ways, the privacy and the cybersecurity problems are becoming increasingly tied together because one of the big challenges with data isnât necessarily what the company will do on purpose, but what some rogue agents might do as they get in on the company's networks from the outside illegally and start pilfering all kinds of personal data that they might use in all kinds of nefarious ways.â","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"To address these concerns, you need to establish transparent data tactics, including:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Communicating data usage policies to employees","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Implementing strong cybersecurity measures","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Regularly reviewing and updating data practices","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"With the support of your team, you can build trust throughout your organization that data is secure and private.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"5. Inclusiveness","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Inclusion is vital in business. 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Identify Your Target Audience","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"At its core, your personal value proposition is about the value you provide to a specific audience. To write a compelling message, you first need to define your audience and understand their needs and pain points to shape and inform your value proposition.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"As Avery says in ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Personal Branding","data":{}}],"data":{"uri":"/courses/personal-branding/"}},{"nodeType":"text","marks":[],"value":", it boils down to: âWho are you hoping to create value for?â","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"To define your ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"target audience","data":{}}],"data":{"uri":"/blog/post/target-audience-in-marketing"}},{"nodeType":"text","marks":[],"value":", consider individuals who areâor could beâimportant in helping you achieve your professional goals. 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Claim Your Value","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Once youâve identified your target audience, consider how you can deliver value to them. Ask yourself: How can you help them achieve their goals, meet their needs, ease challenges, or make a meaningful impact?","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"âWhat is the difference you would like to make in the world, and how will you make that difference?â Avery asks in ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Personal Branding","data":{}}],"data":{"uri":"/courses/personal-branding/"}},{"nodeType":"text","marks":[],"value":". âThis is the value you hope to claim.â","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"At the same time, remember that you may offer different types of value to different people. If you have more than one target audienceâsuch as your current manager and potential future employersâconsider how the value you provide might vary based on each audienceâs needs and goals.","data":{}}],"data":{}},{"nodeType":"heading-3","content":[{"nodeType":"text","marks":[],"value":"3. Establish Your Competitive Frame of Reference","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"No matter how you provide value to your target audience, youâre not the only option. For every problem or challenge your audience faces, multiple solutions likely existâof which youâre just one of them. To write a compelling personal value proposition, you must differentiate yourself from the competition.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"In ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Personal Branding","data":{}}],"data":{"uri":"/courses/personal-branding/"}},{"nodeType":"text","marks":[],"value":", Avery emphasizes the importance of identifying what makes you distinct and understanding your competitors, which she calls your âcompetitive frame of reference.â","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"When establishing this frame of reference, it helps to list every alternative your target audience might consider ","data":{}},{"nodeType":"text","marks":[{"type":"italic"}],"value":"instead of","data":{}},{"nodeType":"text","marks":[],"value":" working with you. Then, evaluate the pros and cons of each and critically assess how your value differs or exceeds theirs.","data":{}}],"data":{}},{"nodeType":"embedded-entry-block","data":{"target":{"sys":{"id":"5v91Jb1d3wtTr2xxDS8LhJ","type":"Link","linkType":"Entry"}}},"content":[]},{"nodeType":"heading-3","content":[{"nodeType":"text","marks":[],"value":"4. Gather Your Proof Points","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Anyone can claim to provide ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"differentiated value","data":{}}],"data":{"uri":"/blog/post/creating-a-value-proposition"}},{"nodeType":"text","marks":[],"value":", but not everyone can prove it. A truly compelling personal value proposition doesnât just make impressive claimsâit supports them with evidence.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"âWhat evidence do you have that you can achieve that value?â Avery asks in ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Personal Branding","data":{}}],"data":{"uri":"/courses/personal-branding/"}},{"nodeType":"text","marks":[],"value":". âWhy should your audience believe you? These are your proof points.â","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"The good news is that proof points donât need to follow a specific format or category; a wide range of information and data can support your personal value proposition's claims. 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Put It All Together","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"With all the information youâve gathered, you can now craft your personal value proposition. This should be a concise statementâone to three sentences longâthat explains how you provide value to your target audience, supported by evidence.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"If you have multiple audiences, tailor your message for each by creating different versions of your value proposition. This way, youâll have the right message ready when you need it.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"âBear in mind that your personal value proposition is a strategic statement that encapsulates the promise of differentiated value you offer to others,â Avery says in ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Personal Branding","data":{}}],"data":{"uri":"/courses/personal-branding/"}},{"nodeType":"text","marks":[],"value":". âDone well, it serves as an organizing mantra for all your personal branding work. It helps specify who you are b
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As Tushman explains in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"3lXttNuxWe5zISpZPGy0gL","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Leading Change and Organizational Renewal","marks":[],"data":{}}]},{"nodeType":"text","value":", \"People often struggle with crafting an accurate and actionable description of their gap.â ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"He says a successful gap statement includes four elements:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"An owner","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"A clear timeline","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"A measurable target","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"A direct connection to organizational performance","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Without those elements, broad calls to \"do better\" or \"be more innovative\" give employees little direction. A ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"6BFjxvxMd7uJ6PFe8fP1OS","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"gap analysis","marks":[],"data":{}}]},{"nodeType":"text","value":" can help define the problem, establish objectives, and create a message employees can act on.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Itâs also crucial to understand what kind of gap youâre facing. In ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"3lXttNuxWe5zISpZPGy0gL","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Leading Change and Organizational Renewa","marks":[],"data":{}}]},{"nodeType":"text","value":"l, O'Reilly identifies two:","marks":[],"data":{}}]},{"nodeType":"ordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Performance gap:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" When an organization fails to meet expectations due to its strategy, execution, or both","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Opportunity gap:","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" When leaders intentionally pursue a new strategy to capitalize on emerging markets, technologies, or business opportunities","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Canadian athletic apparel company ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://shop.lululemon.com/"},"content":[{"nodeType":"text","value":"Lululemon's","marks":[],"data":{}}]},{"nodeType":"text","value":" expansion into the United States, highlighted in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"3lXttNuxWe5zISpZPGy0gL","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Leading Change and Organizational Renewal","marks":[],"data":{}}]},{"nodeType":"text","value":", illustrates how an opportunity gap can evolve into a performance gap. The company initially sought to capitalize on a new market by expanding its retail footprint. By 2008, however, declining sales per square foot and a struggling U.S. business meant the opportunity had become a performance challenge.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"\"Many organizations originally face an opportunity gap,\" Tushman says in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"3lXttNuxWe5zISpZPGy0gL","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Leading Change and Organizational Renewal","marks":[],"data":{}}]},{"nodeType":"text","value":". \"But if they failed to make a strategic shift, they're often left scrambling to close what becomes a performance gap.\"","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"A clear gap statement gives employees a shared understanding of what needs to change, why it matters, and how success will be measuredâcreating the foundation for successful organizational change.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"2. Anchor Your Message in Purpose","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"A gap statement appeals to the head, but changing behavior requires appealing to the heart. As Tushman puts it in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"3lXttNuxWe5zISpZPGy0gL","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Leading Change and Organizational Renewal","marks":[],"data":{}}]}
3,{"nodeType":"text","value":", \"Purpose is the anchor for all your strategic choices.â Unlike quarterly targets, a sense of purpose inspires employees to embrace changeânot just comply with it.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Former ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.nasa.gov/"},"content":[{"nodeType":"text","value":"NASA","marks":[],"data":{}}]},{"nodeType":"text","value":" Director of Space Life Sciences Jeff Davis experienced this firsthand. In ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"3lXttNuxWe5zISpZPGy0gL","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Leading Change and Organizational Renewal","marks":[],"data":{}}]},{"nodeType":"text","value":", Davis describes how his team of scientists and engineers embraced a \"not invented here\" ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"6OQJpokvsMfwY8GAEEVIv7","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"culture","marks":[],"data":{}}]},{"nodeType":"text","value":", seeing themselves as the sole experts responsible for solving the organizationâs scientific challenges.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"To test a new approach, Davis introduced one of NASA's toughest problemsâpredicting solar storms that could endanger astronautsâto an external crowdsourcing platform. Over three months, nearly 600 solutions were submitted. Despite promising results, many team members worried about confidentiality, questioned outside contributorsâ value, and felt threatened professionally. As a result, only about 10 percent of the team initially embraced the new approach.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The turning point came when Davis reframed the team's purpose, reminding employees of their broader mission: \"We aspire to keep astronauts safe in space,â he recalls in","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"3lXttNuxWe5zISpZPGy0gL","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":" Leading Change and Organizational Renewal","marks":[],"data":{}}]},{"nodeType":"text","value":". That shift helped employees see crowdsourcing not as a replacement for their expertise, but as another tool for accomplishing their shared mission.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"3lXttNuxWe5zISpZPGy0gL","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Leading Change and Organizational Renewal","marks":[],"data":{}}]},{"nodeType":"text","value":" draws a broader lesson from this experience: introducing new ways of working requires navigating ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"2VABLUQbN8giPMUSQl9sCz","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"organizational culture shifts","marks":[],"data":{}}]},{"nodeType":"text","value":" while ensuring employees don't perceive them as threats to their professional identity. Leaders should acknowledge those concerns while continually connecting new processes and technologies to the ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5RH81zvBiYF9GgV8uKs9mz","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"organization's purpose","marks":[],"data":{}}]},{"nodeType":"text","value":".","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"3. Make Your People Part of the Change","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Once you've defined the gap and established purpose, deliver your message in a way that encourages participationâmaking employees feel like active contributors rather than passive recipients.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"In ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"3lXttNuxWe5zISpZPGy0gL","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Leading Change and Organizational Renewal","marks":[],"data":{}}]},{"nodeType":"text","value":", OâReilly outlines a five-lever framework he developed known as the LEASH model:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"L","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"eader actions","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"E","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"mployee involvement","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"A","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"ligned rewards","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"S","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"ignals, stories, and symbols","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"H","marks":[{"type":"bold"}],"data":{}}
3,{"nodeType":"text","value":"R system alignment","marks":[],"data":{}}]}]}]},{"nodeType":"embedded-entry-block","data":{"target":{"sys":{"id":"4hb0fwh25v6E86YZU7hDC","type":"Link","linkType":"Entry"}}},"content":[]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"People look for direct signals about how theyâre expected to behave. The more those signals align, the faster a new culture takes hold.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The first leverâleader actionsâemphasizes consistency. As O'Reilly notes in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"3lXttNuxWe5zISpZPGy0gL","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Leading Change and Organizational Renewal","marks":[],"data":{}}]},{"nodeType":"text","value":", itâs âstrong, consistent signals from not just one leader but from the entire leadership team\" that shift behavior. Most leaders fail here because they get distracted or bored.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Takuya Shimamura, former CEO of Japanese glass manufacturer ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.agc.com/en/"},"content":[{"nodeType":"text","value":"AGC","marks":[],"data":{}}]},{"nodeType":"text","value":", demonstrated this principle in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"3lXttNuxWe5zISpZPGy0gL","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Leading Change and Organizational Renewal","marks":[],"data":{}}]},{"nodeType":"text","value":". Two weeks after being named CEO, he sent a message to all 60,000 employees, asking them to return to the company's founding spirit and challenge themselves without ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"TlkEbqgXrw1Ac2ySdFW4F","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"fear of failure","marks":[],"data":{}}]},{"nodeType":"text","value":". As he put it in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"3lXttNuxWe5zISpZPGy0gL","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Leading Change and Organizational Renewal","marks":[],"data":{}}]},{"nodeType":"text","value":", \"It's the role of the leader to switch the light on inside all employees.\"","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"But Shimamura didn't deliver that message alone. He, his chief technology officer, and his chief financial officer formed what he called a \"trio cabinet\"âa leadership structure designed to ensure that all three executives spoke from the same perspective. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"\"All three of us were able to talk about various issues from the same perspective and send out messages that were as simple and easy to understand as possible,\" he explains in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"3lXttNuxWe5zISpZPGy0gL","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Leading Change and Organizational Renewal","marks":[],"data":{}}]},{"nodeType":"text","value":".","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Employee involvement is equally important. As O'Reilly emphasizes in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"3lXttNuxWe5zISpZPGy0gL","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Leading Change and Organizational Renewal","marks":[],"data":{}}]},{"nodeType":"text","value":", \"When people are involved, when we make choices, we feel responsible, and we justify our actions.\" Shimamura reinforced this by visiting roughly 50 AGC sites annually and holding stratified town halls to give employees opportunities to speak up in AGC's traditionally hierarchical culture. The company also created the \"Gong Show,\" where young engineers could pitch ideas directly to senior leadership.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Together, these two levers show that change communication is a two-way processâteam
3s are more likely to view change as something they can help shape rather than something imposed on them.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"4. Reinforce the Message with Rewards, Symbols, and Systems","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Communication alone isnât enough to sustain organizational change. When leaders emphasize new priorities but continue rewarding old behaviors, employees quickly see the initiative as lacking ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"2RxYiaRWN5dr1tTXiZouQY","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"credibility","marks":[],"data":{}}]},{"nodeType":"text","value":". Lasting transformation requires reinforcement through aligned rewards, symbols, and systems.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Aligned rewards ensure that organizational actions match leaders' messages. While financial incentives matter, recognition and public acknowledgment can be just as powerful. At AGC, Shimamura introduced the CEO Award, an annual competition honoring employees who embraced innovation. As he notes in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"3lXttNuxWe5zISpZPGy0gL","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Leading Change and Organizational Renewal","marks":[],"data":{}}]},{"nodeType":"text","value":", ârecognitionâ and âpraiseâ were the keywords. Each year, hundreds of teams submitted projects, with finalists presenting at a company-wide ceremony. AGC also redesigned executive compensation to emphasize long-term measures such as ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"6VD6DPLxEFT3KX63QU6aHk","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"cash flow","marks":[],"data":{}}]},{"nodeType":"text","value":" and asset efficiency.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Symbols reinforced the organization's message as well. To reflect its evolution beyond glass manufacturing, the company shortened its name from Asahi Glass Company to AGC. The acronym could also represent \"Advanced Glass, Chemical \u0026 Ceramics,\" signaling that every business unit had a place in the company's future. The new slogan, \"Your Dream, Our Challenge,â proposed by an employee, further reinforced the companyâs new identity and purpose.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Finally, AGC aligned its systems with its communication efforts. Hiring, training, promotion, and ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5JSXN3iAbXZ4dBsulsjFrP","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"talent development","marks":[],"data":{}}]},{"nodeType":"text","value":" all supported the behaviors leaders wanted to encourage. As AGC CTO Dr. Yoshinori Hirai explains in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"3lXttNuxWe5zISpZPGy0gL","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Leading Change and Organizational Renewal","marks":[],"data":{}}]},{"nodeType":"text","value":", \"We think of people as very important assets.â AGC invested heavily in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"6Judpu5KSvbL9cLrOew6Lp","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"employee development","marks":[],"data":{}}]},{"nodeType":"text","value":", including building a dedicated school to train ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"4hx8JmaNmI96Ha9izTNPEn","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"data scientists","marks":[],"data":{}}]},{"nodeType":"text","value":".","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Employees are more likely to believe change is real when every part of the organizationâfrom recognition programs and branding to compensation and talent developmentâreinforces the same message. When words, rewards, symbols, and systems align, leaders demonstrate that change is more than an announcement; it's an organizational commitment.","marks":[],"data":{}}]},{"nodeType":"embedded-entry-block","data":{"target":{"sys":{"id":"U8UFpJ0K4zNE0cL5zBPo9","type":"Link","linkType":"Entry"}}},"content":[]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"After the Initial Change: Keep Communicating","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Communicating change isn't a one-and-done effort. As your organization evolves, be prepared to restate the gap, reinfor
3ce the purpose, continue inviting employee involvement, and consistently recognize the behaviors that support the transformation.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Lasting organizational change requires more than a well-designed strategyâit requires consistent communication that keeps employees aligned, engaged, and committed throughout the process.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Ready to improve your organizational change management abilities? 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Save Time for Inquiry","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Whether you use it to start or end the conversation, you should always incorporate inquiry. At the beginning of the conversation, it can be helpful to ask feedback recipients how things are going and their perspective on the situation. Through that process, they might identify behavior themselves, which makes it easier to kick off the conversation. If they donât, it might mean that they have a particular blindspot or are defensive about certain aspects of their performance.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"At the end of the conversation, return to inquiry. Ask if they understand the feedback and how it makes them feel. You want to ensure they didnât misread your message or only internalize certain parts of the feedback. 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To assess it effectively, begin by collecting more source material that reflects how others see and interpret your brand.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"As part of this step, Avery outlines brand equity's five dimensions that likely already shape your personal brand. 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For some professionals, there may not be many results; others may uncover a variety of online content, including:","data":{}}],"data":{}},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Personal and professional social media profiles","data":{}}],"data":{}}],"data":{}},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Awards or honors youâve received","data":{}}],"data":{}}],"data":{}},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"News articles or content youâve been quoted in","data":{}}],"data":{}}],"data":{}},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Publications, presentations, events, or speaking engagements","data":{}}],"data":{}}],"data":{}},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Images, videos, or audio clips youâve generated","data":{}}],"data":{}}],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"After reviewing the results, identify at least three positive brand signalsâevidence that reinfor
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Without this differentiation and definition of opportunity, a new business isn't likely to succeed.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"The same could be said for job candidates in a crowded marketplace. Strategic positioning matters just as much for individuals as it does for companies. Standing out requires clarity around what you offer, who you serve, and your unique strengths.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"To communicate the need your offering fulfillsâwhether it's a product, service, idea, or skill setâand what sets it apart, you must create an effective value proposition.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Before diving into how to craft yours, here's a look at what a value proposition is and why it's important for you and your business.","data":{}}],"data":{}},{"nodeType":"embedded-entry-block","data":{"target":{"sys":{"id":"1jLZGAizKLB4dCQzyIRd7M","type":"Link","linkType":"Entry"}}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","marks":[],"value":"What Is a Value Proposition?","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"A ","data":{}},{"nodeType":"text","marks":[{"type":"bold"}],"value":"value proposition","data":{}},{"nodeType":"text","marks":[],"value":" is a statement that conveys what a brand does and how it differs from competitors. It's typically developed as part of a broader marketing strategy and no more than a few sentences long. The initial proposition can be bolstered with statistics and facts that prove the brand's stated value.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Having a value proposition is important because it clearly and concisely communicates what customers can gain from selecting your brand over competitors. This statement can be used in several ways, including:","data":{}}],"data":{}},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"On your company's website, to help convert potential leads into customers","data":{}}],"data":{}}],"data":{}},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"When pitching your company to investors","data":{}}],"data":{}}],"data":{}},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"As an answer to the question, \"So, what exactly does your company do?\"","data":{}}],"data":{}}],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"As an entrepreneur, it's your job to be your organization's number one advocate and garner others' support. 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3,{"nodeType":"text","marks":[],"value":", Harvard Business School Professor Jill Avery defines a ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"personal value proposition","data":{}}],"data":{"uri":"/blog/post/personal-value-proposition"}},{"nodeType":"text","marks":[],"value":" as a statement that articulates the value you bring to an important audience in your life, whether future employers, collaborators, or investors. Just like with a business, your ability to clearly communicate your unique strengths can shape how others perceive and choose to work with you.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"To begin crafting your value proposition, start with an understanding of the jobs to be done theory.","data":{}}],"data":{}},{"nodeType":"heading-2","content":[{"nodeType":"text","marks":[],"value":"Understanding Your Customers' Jobs to Be Done","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"The ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[{"type":"bold"}],"value":"jobs to be done theory","data":{}}],"data":{"uri":"/blog/post/3-keys-to-understanding-jobs-to-be-done"}},{"nodeType":"text","marks":[],"value":" was developed by HBS Professor Clayton Christensen. It asserts that customers \"hire\" products and services to get \"jobs\" done, rather than purchasing them based on their attributes and buying behaviors.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"\"A 'job to be done' is a problem or opportunity that somebody is trying to solve,\" Christensen says in the online course ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Disruptive Strategy","data":{}}],"data":{"uri":"/courses/disruptive-strategy/"}},{"nodeType":"text","marks":[],"value":". \"We call it a 'job' because it needs to be done, and we hire people or products to get jobs done.\"","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"One example of a successful brand that's used this framework is ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Warby Parker","data":{}}],"data":{"uri":"https://www.warbyparker.com/"}},{"nodeType":"text","marks":[],"value":", founded in 2010 by Neil Blumenthal, Dave Gilboa, Andy Hunt, and Jeff Raider.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"The eyeglass company got its start when one of the founders lost his glasses on a backpacking trip. 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Ours was simple: Glasses are too expensive.\"","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"This statement describes the job to be done discovered by Warby Parker's founders. They realized people had a need to purchase affordable eyewear and, after some research, found there weren't many options in the market.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"\"Understanding that the same company owned LensCrafters and Pearle Vision, Ray-Ban and Oakley, and the licenses for Chanel and Prada prescription frames and sunglassesâall of a sudden, it made sense to me why glasses were so expensive,\" Gilboa explains in an interview with ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[{"type":"italic"}],"value":"Forbes","data":{}}],"data":{"uri":"https://www.forbes.com/sites/stevedenning/2016/03/23/whats-behind-warby-parkers-success/"}},{"nodeType":"text","marks":[],"value":".","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"The team decided to take things one step further by adding a social justice component to their business model. For every pair of eyeglasses purchased, Warby Parker donates a pair to someone in need.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"\"There's nothing complicated about it,\" the company ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"states on its website","data":{}}],"data":{"uri":"https://www.warbyparker.com/history"}},{"nodeType":"text","marks":[],"value":". \"Good eyewear, good outcome.\"","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"This satisfies another job to be done: providing customers with a convenient means of helping others. This dual-pronged jobs to be done framework proved to be a success, as the team hit its first-year sales goal in ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"just three weeks","data":{}}],"data":{"uri":"https://www.forbes.com/sites/stevedenning/2016/03/23/whats-behind-warby-parkers-success/"}},{"nodeType":"text","marks":[],"value":".","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Warby Parker continues to build its value around jobs to be done and can expect its customers' needs to \"purchase affordable eyewear\" and \"help others in a convenient way\" to endure.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"\"Because a job to be done remains stable over time, it provides a North Star in innovation,\" Christensen says.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Just as customers seek solutions to problems, employers, collaborators, and clients hire individuals to solve specific challenges. The online course ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Personal Branding","data":{}}],"data":{"uri":"/courses/personal-branding/"}},{"nodeType":"text","marks":[],"value":" encourages you to think of your career through this lens: What are the consistent âjobsâ others turn to you for, and how can you position yourself as the go-to solution?","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"When crafting your brand's value proposition, think about the job to be done it addresses. How does its value center on a persisting need you can fill in a unique way? 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3starting point to craft your brand's value proposition.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Ask yourself:","data":{}}],"data":{}},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"What is my brand offering?","data":{}}],"data":{}}],"data":{}},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"What job does the customer hire my brand to do?","data":{}}],"data":{}}],"data":{}},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"What companies and products compete with my brand to do this job for the customer?","data":{}}],"data":{}}],"data":{}},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"What sets my brand apart from those competitors?","data":{}}],"data":{}}],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"For example, Warby Parker's founders could answer these questions as follows:","data":{}}],"data":{}},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Warby Parker offers affordable designer eyewear, including contacts.","data":{}}],"data":{}}],"data":{}},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Customers hire Warby Parker to provide high-quality eyewear at affordable prices and give back to the community in a convenient way.","data":{}}],"data":{}}],"data":{}},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"All other eyewear brands compete with Warby Parker.","data":{}}],"data":{}}],"data":{}},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Warby Parker's commitment to giving back to the community and its affordable prices set it apart from competitors.","data":{}}],"data":{}}],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Next, summarize your points in a clear, concise value proposition. Continuing the example above, Warby Parker's value proposition, as published on its ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"homepage","data":{}}],"data":{"uri":"https://www.warbyparker.com/"}},{"nodeType":"text","marks":[],"value":", is:","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"âBuying eyewear should leave you happy and good-looking, with money in your pocket. Glasses, sunglasses, and contactsâweâve got your eyes covered.â","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"This value proposition is reinforced throughout the company's website, along with its ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"stated commitment to social justice","data":{}}],"data":{"uri":"https://www.warbyparker.com/history"}},{"nodeType":"text","marks":[],"value":":","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"âWarby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.â ","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"To ensure your value proposition is effective, consider running it by a few people unfamiliar with your business. If confusion arises, edit your statement to address those points.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Once you have a value proposition you're proud of, make it known. Publish it on your website, incorporate it into your marketing materials, and memorize it for sharing during networking events, pitch opportunities, and dinner conversations.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Thinking this way about your business can also sharpen how y
3ou communicate your professional value. In ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Personal Branding","data":{}}],"data":{"uri":"/courses/personal-branding/"}},{"nodeType":"text","marks":[],"value":", Avery encourages adapting your statement for a specific audience and purpose. 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Whether youâre adapting to a fully online workload or trying to ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"balance online classes with full-time work","data":{}}],"data":{"uri":"/blog/post/tips-for-taking-online-courses"}},{"nodeType":"text","marks":[],"value":", you need strong time management skills to get the most out of your online education.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Here are some helpful tips for managing your time in the online learning space.","data":{}}],"data":{}},{"nodeType":"embedded-entry-block","data":{"target":{"sys":{"id":"1jLZGAizKLB4dCQzyIRd7M","type":"Link","linkType":"Entry"}}},"content":[]},{"nodeType":"heading-2","content":[{"nodeType":"text","marks":[],"value":"How to Manage Your Time as an Online Learner","data":{}}],"data":{}},{"nodeType":"heading-3","content":[{"nodeType":"text","marks":[],"value":"1. Work in Advance of Deadlines","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"With the flexibility of an online course comes an increased opportunity to procrastinateânot to mention the constant distractions that can come with being outside a classroom. Avoid falling into this trap, because you never know how long the material will take for you to get through, and you never want to put yourself in a position that forces you to rush through the content.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"This applies to partner, group, and team assignments. Many online programs, such as those ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"offered by HBS Online","data":{}}],"data":{"uri":"/courses/"}},{"nodeType":"text","marks":[],"value":", have an interactive community component. 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Eliminate Distractions","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"To optimize the time you have to focus on your studies, make an effort to reduce distractions. While creating a dedicated workspace is a sensible first step, there are other actions you can take.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Resist the urge to multitask whenever possible. It can be tempting to play your course material in the background while you work on something else, but it can be harmful to your ability to learn. 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A broad statement might express real concern, but it rarely tells the other person what actually happened or what to do differently.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":" illustrates this challenge with a familiar workplace scenario: During a client presentation, a manager expected the team member who conducted most of the analysis to answer a question about the project timeline. When the employee stayed silent, the manager stepped in. Afterward, the manager's instinct was to tell the employee to \"be more proactive.\"","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The problem? \"Be more proactive\" doesn't identify the specific behavior the manager observed or give the employee a clear path forward.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Your first step is to rewrite the feedback. Consider how the manager could tell the employee what they observed without making assumptions, ask for the employee's perspective, and plan what they could do differently in a similar situation.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"As you rewrite the feedback, ask yourself:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"What information is the employee missing?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"How can you describe the situation without assuming what the employee was thinking or intending?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"What would make this feedback easier to understand and act on?","marks":[],"data":{}}]}]}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"2. Illustrate the Scenario","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Once you've rewritten the feedback, ground it in a real event. Rather than assuming the employee already knows what you mean, help them see the exact moment that prompted the conversation.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"As Fuller explains in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":", âMore effective feedback makes that moment visibleâand turns the conversation into a shared examination of what happened and what to do differently next time.â","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The same approach applies when you're on the receiving end. If someone tells you your strategy is missing something, or that your presentation \"didn't land,\" resist the urge to defend your work. Instead, ask questions that invite clarification, such as:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Can you describe what specifically is lacking or worrying you?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Can you give me a specific example?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"What happened that led y
3ou to that conclusion?","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âIf you provide an illustration, the conversation becomes concrete and more relevant to your specific team member,\" Fuller stresses in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":". \"Timing matters here. You need to give feedback with specific illustrations as soon as possible after the actual event. Practice adding, 'Let me give you a specific example' to these conversations.â","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"When both people are talking about the same event, feedback stops feeling personal and starts becoming productive. Instead of asking, \"Who's at fault?\" the conversation becomes, \"What can we learn from this?\" That shift is how managers turn everyday feedback into an ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"4oZPysgfowSz1C0GlnNRfc","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"opportunity for learning","marks":[],"data":{}}]},{"nodeType":"text","value":", stronger relationships, and better ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"0UEyElAfGTppnOjKKy8DyV","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"team performance","marks":[],"data":{}}]},{"nodeType":"text","value":".","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"3. Test Possible Assumptions","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Assumptions shape nearly every feedback conversation, whether we notice them or not. As Fuller explains in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":", \"Untested or invalid assumptions are the single greatest source of major failures.\" What's often hiding beneath an unclear comment isn't a lack of informationâit's an assumption neither person has actually named.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Instead of filling in the gaps yourself, slow the conversation down and uncover what each person believes happened. Testing assumptions helps you respond to facts rather than your interpretation.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Imagine a colleague tells you, \"The data in your presentation didn't make sense.\" It's tempting to assume you know what they mean. Maybe they thought the data was inaccurate, or that it wasn't relevant to the audience or lacked context. But unless you ask, you're responding to your interpretation of the commentânot theirs.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"In ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":", Fuller encourages everyone to ask, âWhat assumptions are we making here?â ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"To put this into practice, start by writing down what you assume the other person means. Next, consider what evidence you actually have to supp
3ort that assumption, and come up with one question you could ask to test it.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"This simple exercise helps you separate what you know from what youâre assuming, so you can keep the conversation grounded in facts and better understand what to improve going forward. ","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"4. Reframe the Feedback to Invite Input","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Sometimes the biggest barrier to effective feedback isn't the messageâit's how the ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"BH3zTgO9DFVHLraFQLN0J","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"conversation is framed","marks":[],"data":{}}]},{"nodeType":"text","value":". When managers present their perspective as the only answer, employees are less likely to raise concerns, challenge assumptions, or contribute new ideas. Over time, that pattern can erode ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"1EQBMQQwRjxXml10H4JVlD","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"psychological safety","marks":[],"data":{}}]},{"nodeType":"text","value":". ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âA simple reframe can open the door for others to contribute,â Fuller says in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":". Instead of taking charge, frame your feedback in a way that signals you genuinely want input and are open to hearing othersâ perspectives.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Try asking your team:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Hereâs my starting point. What am I missing?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Before we solidify this idea, what other perspectives should we consider?","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"One of the best-known examples of reframing comes from former General Motors CEO Alfred P. Sloan, featured in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":". After a meeting in which everyone quickly agreed on a decision, Sloan responded, \"If we are all in agreement on the decisionâthen I propose we postpone further discussion on this matter until our next meeting to develop disagreement and perhaps gain some understanding of what the decision is all about.\"","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Rather than treating disagreement as a threat, Sloan recognized it as an opportunity to uncover new information. By inviting opposing viewpoints before reaching a conclusion, he created an environment where people felt more comfortable questioning assumptions and voicing concerns they might otherwise have kept to themselves.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"As Fuller notes in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":", reframing stimulates ","marks":[],"data":{}},{"nodeType":"text","value":"cognitive conflict","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"âthe healthy exchange of different ideas and perspectives that leads to better decisions. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"When employees feel psychologically safe enough to contribute those perspectives, managers gain access to information they didn't know they were missing. The result is feedback that isn't just more collaborative, it leads to ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"1LJ5OcqzeQubz3dtqcham0","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"smarter decisions","marks":[],"data":{}}]},{"nodeType":"text","value":" for the entire team.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"5. Leverage AI to Rehearse the Conversation","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Even ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"7KYjkY36pZkwuKLkcAeXd7","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"experienced managers ","marks":[],"data":{}}]},{"nodeType":"text","value":"don't always get feedback conversations right on the first try. Practicing beforehand can help you organize your thoughts, identify assumptions, and ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"0plC1beKzaeaDPz9iuPRrf","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"communicate your message","marks":[],"data":{}}]},{"nodeType":"text","value":" more clearly. 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By role-playing the exchange, you can refine your approach, anticipate questions, and practice responding in a way that encourages reflection rather than defensiveness.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"If you're preparing to ","marks":[],"data":{}},{"nodeType":"text","value":"give feedback","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":", ask your AI assistant to role-play as an employee and practice questions such as:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Hereâs what I observed during the project. How did you see the situation?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"I realized I may be assuming why that happened. Can you walk me through what was happening from your side?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Hereâs what I was expecting in that moment. 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3when it matters most.","marks":[],"data":{}}]},{"nodeType":"embedded-entry-block","data":{"target":{"sys":{"id":"U8UFpJ0K4zNE0cL5zBPo9","type":"Link","linkType":"Entry"}}},"content":[]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Build Your Feedback Expertise with HBS Online","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Giving and receiving feedback are among the most importantâand most challengingâresponsibilities of effective management. While many leaders rely on instinct, ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":" explores that productive feedback is built on a set of ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"BH3zTgO9DFVHLraFQLN0J","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"communication practices","marks":[],"data":{}}]},{"nodeType":"text","value":" that can be learned and strengthened over time.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Whether you're preparing for a ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"4sOHJ793vqqcmGJuUpsxgh","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"performance review","marks":[],"data":{}}]},{"nodeType":"text","value":", coaching a direct report, or navigating a ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"2QSoUtImp5xDmXTzJFB33o","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"difficult workplace conversation","marks":[],"data":{}}]},{"nodeType":"text","value":", these five exercises offer practical ways to communicate with greater clarity, invite meaningful dialogue, and build ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"4lpIETORnCqlTxt7HOiMDo","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"stronger working relationships","marks":[],"data":{}}]},{"nodeType":"text","value":".","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Ready to elevate your feedback conversations? Explore ","marks":[{"type":"italic"},{"type":"bold"}],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[{"type":"italic"},{"type":"bold"}],"data":{}}]},{"nodeType":"text","value":"âone of our online ","marks":[{"type":"italic"},{"type":"bold"}],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5bsUFKn71qnMiF2tfNb0lv","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"leadership and management courses","marks":[{"type":"italic"},{"type":"bold"}],"data":{}}]},{"nodeType":"text","value":"âand download our ","marks":[{"type":"italic"},{"type":"bold"}],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"7uCn7aZBOnZ3CjcZZLOt7j","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"free e-book ","marks":[{"type":"italic"},{"type":"bold"}],"data":{}}]},{"nodeType":"text","value":"to discover how to become a more effective manager and leader.","marks":[{"type":"italic"},{"type":"bold"}],"data":{}}]}]},"useDropCap":true}},{"metadata":{"tags":[{"sys":{"type":"Link","linkType":"Tag","id":"readLevel1"}},{"sys":{"type":"Link","linkType":"Tag","id":"siteHbsOnline"}},{"sys":{"type":"Link","linkType":"Tag","id":"writeLevel1"}}],"concepts":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"beh2ph2tgbqk"}},"id":"5AVleDueSmNtfXEvprB41r","type":"Entry","createdAt":"2026-02-23T18:34:06.968Z","updatedAt":"2026-05-06T21:48:52.346Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":8,"revision":2,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"richText"}},"locale":"en-US"},"fields":{"text":{"nodeType":"document","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The ability to bring out the best in yourself and others is essential to being a leader who cultivates high-performing teams. According to a ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www2.deloitte.com/us/en/insights/focus/human-capital-trends/2019/team-based-organization.html"},"content":[{"nodeType":"text","value":"study by consulting firm Deloitte","marks":[],"data":{}}]},{"nodeType":"text","value":", organizations have increasingly shifted from hierarchical to team-based structures to be more agile and efficie
3nt. Among those undergoing such transitions, 53 percent have reported a significant increase in performance.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"In keeping with this trend, thereâs a growing need for leaders and managers who can foster cross-functional collaboration within their organizations and guide colleagues through complex business challenges.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"If you want to enable your employees to unleash their potential and help your organization succeed, here are 10 ways to boost your teamâs performance.","marks":[],"data":{}}]},{"nodeType":"embedded-entry-block","data":{"target":{"sys":{"id":"U8UFpJ0K4zNE0cL5zBPo9","type":"Link","linkType":"Entry"}}},"content":[]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"How to Improve Team Performance","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"1. Delegate","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"To cultivate an effective team, you should know ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/blog/post/how-to-delegate-effectively"},"content":[{"nodeType":"text","value":"how to delegate","marks":[],"data":{}}]},{"nodeType":"text","value":". By entrusting team members with key projects and responsibilities, you can make them ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/blog/post/how-to-engage-employees"},"content":[{"nodeType":"text","value":"feel more engaged","marks":[],"data":{}}]},{"nodeType":"text","value":" and valued.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"When delegating, play to your employeesâ strengths and ensure they have the knowledge and resources to complete their assigned tasks. Be willing to let them fail, too. Coming up short on a project or initiative could serve as a valuable learning experience that spurs continued growth and development.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"2. Make Decisions Together","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Inviting team members to ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/blog/post/team-decision-making"},"content":[{"nodeType":"text","value":"participate in the decision-making process","marks":[],"data":{}}]},{"nodeType":"text","value":" can lead to innovative solutions you may not have devised yourself.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"According to the online course ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/courses/management-essentials/"},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":", one of team decision-makingâs primary benefits is that it invites âconstructive conflict,â in which individuals bring different viewpoints to the group and challenge preconceived notions.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"By encouraging debate and considering diverse perspectives, you can stimulate more ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/blog/post/what-is-creative-problem-solving"},"content":[{"nodeType":"text","value":"creative problem-solving","marks":[],"data":{}}]},{"nodeType":"text","value":", help your team make better decisions, and ensure youâre all striving toward a common goal.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"3. Donât Micromanage","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"One of the top mistakes new and experienced managers make is focusing too much on minute details and micromanaging employees.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.ncbi.nlm.nih.gov/pubmed/12510608"},"content":[{"nodeType":"text","value":"Research shows","marks":[],"data":{}}]},{"nodeType":"text","value":" micromanagement is one of the main reasons employees resign, and it can fuel:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Low morale","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"High turnover","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Decreased productivity","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"To ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/blog/post/how-to-stop-micromanaging"},"content":[{"nodeType":"text","value":"avoid micromanaging","marks":[],"data":{}}]},{"nodeType":"text","value":", let go of perfectionism and ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/blog/post/how-to-empower-employees"},"content":[{"nodeType":"text","value":"empower your employees","marks":[],"data":{}}]},{"nodeType":"text","value":" to experiment with approaches to completing tasks. 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3,"marks":[],"value":",\" an HBS case co-authored by Avery","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"list-item"}],"nodeType":"unordered-list"},{"data":{},"content":[{"data":{},"marks":[],"value":"","nodeType":"text"}],"nodeType":"paragraph"}],"nodeType":"document"},"transcript":{"nodeType":"document","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"The Parlor Room","marks":[{"type":"italic"}],"data":{}},{"nodeType":"text","value":" is an official podcast of Harvard Business School Online.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"As we look across the marketplace, we see firms choosing branded house. We see firms choosing House of Brands, and there doesn't seem to be any pattern or any rules that we can take from that. So how should a manager think about that? What's the magic behind crafting a brand portfolio strategy and the brand architecture to knit those brands together?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Welcome to ","marks":[],"data":{}},{"nodeType":"text","value":"The Parlor Room","marks":[{"type":"italic"}],"data":{}},{"nodeType":"text","value":", where business concepts come to life. My name is Chris Linnane. I'm the creative director of Harvard Business School Online. On this episode, I'm so excited to be joined by HBS Professor Jill Avery. Professor Avery is an expert in marketing and branding with a particular focus on consumer behavior and brand management. We discussed the world's largest hotel brand to gain deeper insights into the art of branding. This is a really fascinating topic. I won't delay us any longer. Let's jump right in. Welcome to The Parlor Room. We have a shared history in the MFA. We do. Yes.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"I did not.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Know that. Yes. So your roleâ¦","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"I'm on the governance board of the museum.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"I went to school at that museum.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"You did? You went to the SMFA?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"I did, and I have one little story if I could share with you. I loved it, please. But I went to, and this is the perfect example of the SMFA. I went to my orientation. I was 17 at the time. I was younger for my grade, and it was still summer, and I walked into the lobby trying to figure out what was going to happen. Jill, it was overwhelming for me. There was a woman with no clothing on who was knitting an outfit onto herself.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Performance art. Yes.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}}
3,{"nodeType":"text","value":"Very performance artist-based. But what was so wonderful about the school was being able to go to the museum anytime and see some of that artwork. It's a beautiful place, and we went there and did an interview for an upcoming project. Yeah. Can you tell us a little bit about both of those projects?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Yes, of course. I'm super excited to be creating two courses for Harvard Business School Online. The first is called Creating Brand Value, and it's all about how do the brands that adorn our products create value for consumers and for companies. And we'll get into topics that range from what is the value of a brand to brand storytelling, to the nuts and bolts of brand management. How do we manage brand crises? How do we manage brand extensions, brand portfolio strategy? We'll talk about brand valuation, we'll talk about brand loyalty and customer relationships. So super excited about that course. I'm also developing a course on personal branding. How do we apply everything that we know about branding products and services to branding our most important product, which is ourselves. Every time we apply for a job or vie for a promotion or try to land a new client or try to land a new date, we have to market ourselves. And so how do we apply the theories of branding to brand me to understanding how to best express and communicate our own personal value proposition about the difference that we'd like to make in the world?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"So you've brought us a lesson on brand portfolio strategy.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Well, I'm going to situate us into a case that happened back in 2016 when Marriott International, one of the leading hotel brands of the world acquired Starwood Hotels and Resorts for $13 billion was a major acquisition, and what it resulted in was the marrying of Marriott's 18 brands with Starwood's 11 brands creating a very large, very robust brand portfolio of 30 brands that now needed to be managed.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"That's a ton. That's a ton of brands. It is. How does that work?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Imagine if you're the brand manager of this portfolio, you have to make sense of this. You now have 30 brands. You have to make sure that they're covering the market, but they're covering the market without a lot of overlap or interference amongst each other. That's the job that brand managers, Tina Edmondson and Brian Elli at Marriott, were charged with. How do you make sense of 30 brands? Do we have too many? Do we have too little? How do we connect them together? How do we separate them apart? All of those questions are swirling through their brains.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"I'm sure 30 brands, but what do you mean by connecting the brands?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Yeah, so Marriott has the option of either keeping the brands completely separate or knitting them together via what we call brand architecture. Should certain brands be connected to others either as a parent brand and a sub-brand or as a brand with an endorser. For instance, Marriott in its portfolio has a brand like Courtyard, and Courtyard doesn't stand on its own. It's a brand that's endorsed by the Marriott parent brand, so we call it Courtyard by Marriott. So that knitting together, that brand architecture is another big decision that the brand managers need to make.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"So, the brands that they acquired and the brands that they had, where are the conflicts?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"So a lot of the brands that they acquired were in the same categories as the brands that they had homegrown. So, for instance, both companies operated in the luxury segment, both operated in the premium segment or the self-select segment. And so as the brand portfolio came together, there were opportunities for the brand managers to say, where is their overlap and where do we need to pull brands further apart to make sure that they are differentiated from each other to make sure that they each had a unique point of difference so that they weren't cannibalizing each other or creating customer confusion, if you will, about what does that brand stand for? What does that brand stand for?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"I am not an Airbnb person at all. I will never do it. I've never done it. I'll never do it. I don't like the idea of sharing sheets and trusting someone to clean them. So I really, well, there's a lot to it, but I like the idea of a hotel just being totally taken care of. So I care about that stuff. I remember joining the Starwood guests program, I think it's called the Rewards Program, and that was really good because I'd never, that was my adult move. I joined a club thing and every once in a while I'd stay at those places and I even got some free nights out of it. But this whole merger doesn't work with that kind of thing. Right. It caused a problem for me.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Yes. So I think you're referring to the Starwood Preferred Guest Program, which was the loyalty program that Starwood Hotels offered to its customers. It was very popular prior to the merger. Customers were devoted to Starwood preferred guests or SPG as they used to shorthand it. It was a differentiator for the parent company because people wanted to stay within the ecosystem. It was a really strong brand for frequent travelers who would often choose a hotel or even drive a little further to get to a hotel if it was part of the Starwood Preferred Guest program. So one of the challenges from a branding perspective is what do you do with that brand after the two companies come together? Because suddenly Marriott has two reward programs. It has Marriott rewards, it has Starwood preferred guests, does one subsume the other. Do you maintain two brands? These are all fundamental brand portfolio questions that the company has to grapple with. Marriott takes an interesting solution to that problem where instead of maintaining both reward programs and instead of preferring one over the other, do you take all the Starwood preferred guests, people put them in the Marriott Rewards program? No. Marriott says, you know
3what? This is an opportunity for us to add a 31st brand. Let's create the new brand of Bonvoy, which becomes the name of the Combined Rewards program and the ecosystem of travel that the newly combined companies can offer to consumers.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"So I wonder if I try to log into my old SPG account, well it just kick me to the Bonvoy system. Maybe I still have points.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"I don't know. You'd have to check that out. That would be","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Nice. Something to work on later today. Alright, so if we go back to the beginning of the problem, why wouldn't Marriott just put their name on everything? Yeah.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"So why do we have 30 brands in the first place? How did this come to be? Marriott and Starwood both pursue what we're going to talk about as a house of brand strategy. It's where we decide rather than putting one brand across the entire portfolio of products that we offer, we're going to create individual brands to cover different products in the marketplace. Some companies choose what we call a branded house strategy. Companies like Yamaha for example, put the Yamaha brand across a quite diverse offering of products. Yamaha, for example, sells Yamaha guitars, Yamaha pianos, Yamaha drums, but they also sell Yamaha motorcycles, Yamaha engines, lots of different products, all sharing the same parent brand. That's called a branded house strategy and there's efficiencies to that. We have one brand, we manage it across a suite of products. We get a lot of supply side efficiencies. Marriott and Starwood says, no, we need to have a house of brand strategy. We need different brands to cater to different consumers, different consumer tastes to cover the market more thoroughly. We're going to do a house of brand strategy.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Why do Yamaha and Marriott use such different strategies?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"That's what's fascinating about brand portfolio strategy is there's not one easy answer to this question of how many brands should I have in my portfolio and how should I brand them? What's the architecture by which they are knitted together either under the same brand name or lots of different names? As we look across the marketplace, we see firms choosing branded house, we see firms choosing House of brands, and there doesn't seem to be any pattern or any rules that we can take from that. So how should a manager think about that? What's the magic behind crafting a brand portfolio strategy and the brand architecture to knit those brands together?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"We talked about Marriott's brand portfolio problem. How do managers handle this dilemma?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Yeah, so let's just start by talking about what is a brand portfolio. I'd like you to think about a brand portfolio as a portfolio of assets, much as we would think about a stock portfolio as being a bunch of different stocks that collectively come together to create value for the holder of that portfolio. So too, with a brand portfolio, each brand is an asset, and our hope is by bringing those assets together in a portfolio, we can create something that generates more reward at lower risk by bringing those things together so the whole becomes more valuable than the parts. Arnie Sorenson, who is the CEO of Marriott at the time of the acquisition, talks about his brand portfolio as being populated with brands that are individually distinctive and collectively powerful. And that's what we're looking for in brand portfolio strategy. We want to make every brand in the portfolio as strong as possible stand on its own with strength and resonance, but we also want to knit those brands together into a portfolio that's greater than the sum of the parts. So how can we think about brands working together to communicate to consumers? How can we provide through brand architecture wayfinding through this portfolio as a consumer approaches the shelf here, how do we help them make a decision? How do we help them understand how these brands are connected to each other and part of the bigger Marriott Bonvoy ecosystem?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"What are the benefits of a branded house versus a house of brands?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"So a branded house has a lot of efficiency benefits. If we think about it from a supply side, it's one brand that we have to create. It's one brand that we have to supp
3ort. So every time Yamaha advertises any of its products, the Yamaha brand gets brand awareness, brand knowledge attached to that. It's a much more efficient way of allocating marketing dollars, marketing personnel's time, and just organizational effort. Lots of operational efficiencies to a branded house. It just makes things simple. If we have the same brand across product lines and we see companies like Apple, we see companies like Virgin pursuing that branded house strategy to capture some of those efficiencies on the house of brands side, some of the benefits are more demand side driven. House of brands allows you to customize each brand exactly to your customer target and that product category, and so you're getting much more distinctiveness, much more connection between the meaning of the brand and the product that's bearing its name. So usually you're trading off supply side, efficiencies for demand side effectiveness,","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"What are the risks then for a brand of house or house of brands? There must be just as many.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Risk reduction is also something we want to think about when we're managing a brand portfolio because we want the parts to add up to a bigger hole, but we also want to make sure that a problem with one part doesn't contaminate the whole portfolio. If you think about that in the context of a house of brands, because the brands are separate, if something happens that is a crisis on one brand, that meaning transfer doesn't move across the portfolio. So for example, if a celebrity spokesperson on a certain brand does something that harms the brand, that doesn't travel to any of the other brands in the portfolio in a branded house because the brands are so tightly connected and the meaning transfers across all of the product lines. If there's a mistake, if there's an error, if there's a crisis anywhere in the portfolio, it's like a contagion. It goes across the whole portfolio. So much higher risk of meaning contagion in a branded house versus a house of brands. I think one of the other challenges with branded house brands is that the meaning of the brand gets stretched too far across quite divergent product categories. Virgin is a great example where the Virgin brand adorns an airline and a soda. What does the Virgin brand mean in that situation? In","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"2004, I was in a rock and roll band and Virgin put out an MP3 player around the same time as the iPod, and it came preloaded with my band's album on it, on it from them.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"I'm impressed.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"I was at the time I thought, this is it. This is good news. I think no one ever bought one,","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"And that's the contagion risk, right? When Virgin puts its name on a product, that product successor failure is going to reflect back on all the other products in the portfolio. I don't remember that product no one does, but if it was a quality issue, then that quality halo, that negative halo is going to reflect back on all the other products in the portfolio.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"It definitely had a negative feedback effect for me because I looked at other version things and I was like, I got by your MP three player, so I know it's not good. But then I went on their plane, I'm like, this is really nice. What's the right number of brands to have Marriott or other brands? What's the right number? How do you know
3what the right number is?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Yeah, it's a really important question and I think hard to answer with a general rule. So what I would say is more is better, but less is more. Now that sounds a bit contradictory, so let me unpack that a little bit more is better. When we're building a brand portfolio, we want to have enough brands to cover the market. So first thing we need to think about is what does the market look like? Do consumers have different needs? Are there different types of consumers out there? We're looking for what we call customer heterogeneity, right? How similar or different are customers in the marketplace? If consumers need different things, then we probably need to add different brands to be able to customize and personalize and create distinctive offerings for each of those needs. So more is better from a market coverage perspective, but less is more. Less is more recognizes that carrying large brand portfolios comes at a cost. There's some inefficiencies. If we're adding brands that have a lot of overlap, a lack of distinction, we're creating opportunities for cannibalizing ourselves and we're adding operational inefficiencies to the system. The last thing we want to do is to have brand proliferation. Too many brands because there's a lot of inventory expense, manufacturing expense, and possibly consumer confusion to create inefficiencies in the system. So more is better, but less is more. If","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"There's one thing that I should remember from this lesson, what is it?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Brand portfolio strategy is about finding the portfolio of brands where each one can be individually distinctive, but that the portfolio as a whole can be collectively powerful.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"I have questions for you from listeners, learners. You ready for some? Excellent.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Yeah. Bring it on.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"This one's from Belo in Massachusetts: Can you explain how storytelling helps in creating brand value and how can companies use it effectively?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Thanks for the question, Belo. It's one of my favorites actually. I love talking about brand storytelling. Stories are so important in the world of branding. Why? Because stories make everything more memorable, more believable, emotionally engaging. If you think about advertising as the quintessential place that brands tell their stories, if I give you a list of facts in my ad that's not very compelling. If I am embed those lists of facts in a story with exciting, empathetic characters with a plot that draws you in and brings you along with a conflict, a monster, an adversary to be overcome, and I leave you with a moral or a message at the end, that's going to be a much more memorable ad, it's going to be a much more engaging ad. It's going to lead to greater brand awareness. It's going to lead to greater brand liking and connection, and hopefully to stronger brand purchase.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"This one is from Christian in Cambridge. I'm guessing this Cambridge, the Massachusetts one. If you had to choose a brand that you believe perfectly embodies its mission and vision, which one would it be and why?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Hey, Christian, that's a great question. There's so many wonderful brands that bring their mission to life through everything that they do. I guess if I had to put my finger on one, I would probably point to Nike. Nike is all about bringing out the athlete in everyone and doing it in a way that breaks down any of the boundaries that we put in place to say, Ooh, I'm not an athlete. I can't do that. Nike's advertising slogan that it's used for over 30 years, just do It is all about not making excuses, not putting barriers or boundaries in the way, but just getting yourself out there moving, using your body, becoming the athlete that all of us have within us. I think everything that Nike does in its advertising, in its marketing, in its branding is laser focused on that attitude of just do it. It permeates their corporate culture, permeates their advertising, permeates the kind of partnerships that they pursue and feature. I think that's a company that I think really lives its mission through its branding.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Okay, so Kai in Miami wants to know the following: If you had to pick one TV spot that you felt was perfect, which would it be and why?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}}
3,{"nodeType":"text","value":"Ooh, Kai, that's putting a lot of pressure on me. I've watched a lot of advertising in my life. The perfect television spot. I'm going to show my age here, Kai. I am going to go way back to the eighties and to the launch of the first Macintosh computer by Apple, and those of you who are my age may remember seeing it live. Those of you who are younger, Google it. It's worth it. It's an ad that tries to tell the story that Apple is introducing a computer so different that it's going to take on the giants of the computer industry. It's an ad that features an audience of people watching somebody on a stage monotonously drone on about existing technology. It has a big brother theme to it where the audience is just nodding and nodding and not really processing. Just going along with what the speaker is saying.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Suddenly a young woman comes in with a sledgehammer and she hurls it against the screen, and the talking head on stage is shattered and stops talking. That ushers in the new era of Apple and the Macintosh and the ability for this audience to wake up, to think differently, to be creative, and to lean into how different they want to be. From the corporate IBM-led PC era that has come before, it was an ad that ran, I believe, only once on the Super Bowl, but it goes down in the annals of history in marketing history as one of the most creative and impactful ads of all time.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"If Kai was to ask me the same question, I have an answer.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Excellent. Let's hear it.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Commercial for a product called My Buddy. I don't know if you remember my buddy, my buddy and me. It was for a lonely boy who had a doll that looked like another lonely boy.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Can you sing that jingle again for","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Us? My buddy, my buddy, my buddy and me like that, but it made me feel less lonely, Jill.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Excellent.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"It feels extra creepy to talk that way. See what happens. Yeah, I'm going to say that and it was a little creepy. Yeah, I like, it was really creepy. I had to put it out there just to see how you'd react to it. Alright, thank you for being here. Thank you for your patience. I did spring on you kind of last minute that there's a video component to this podcast, so I appreciate you going with the flow on this.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Jill Avery:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"My pleasure.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Chris Linnane:\n","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"If you'd like to learn more and stay updated on Professor Avery's upcoming courses on creating brand value and personal branding, visit theparlorroompodcast.com and don't forget to follow us on LinkedIn, Facebook, Instagram, TikTok, and X for more exclusive content. I'm Chris Linnane. Thank y
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3stay relevant and drive growth.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"As a business leader, it can be challenging to foster ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"4A2ln5q5BDf9i99Irpw6cW","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"problem-solving","marks":[],"data":{}}]},{"nodeType":"text","value":" within your firm, understand what ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"0uYmYsgbEt92A2pegcBuBS","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"innovation opportunities","marks":[],"data":{}}]},{"nodeType":"text","value":" exist, and how to execute them with your current capabilities.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Hereâs a primer on the three types of innovation, five tips for leading innovation, and how you can deepen your innovation skills to propel your business forward.","marks":[],"data":{}}]},{"nodeType":"embedded-entry-block","data":{"target":{"sys":{"id":"3f6EIXl9yuSVfaWjmLyWlL","type":"Link","linkType":"Entry"}}},"content":[]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"What Is Product Innovation?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Product innovation","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" is the process of creating a new productâor improving an existing oneâto meet customersâ needs in a novel way.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"There are ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/blog/post/3-types-of-innovation-you-should-know"},"content":[{"nodeType":"text","value":"three key types of innovation","marks":[],"data":{}}]},{"nodeType":"text","value":":","marks":[],"data":{}}]},{"nodeType":"ordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Sustaining innovation","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":", in which a business consistently provides the highest quality products to its best customers","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/blog/post/low-end-disruption"},"content":[{"nodeType":"text","value":"Low-end disruption","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"text","value":", in which an emerging company enters at the bottom of the market, providing a âgood-enoughâ product with a low-profit model","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/blog/post/new-market-disruption"},"content":[{"nodeType":"text","value":"New-market disruption","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"text","value":", in which an emerging company creates a new segment in an existing market and moves up stream, gradually rendering the incumbent products obsolete","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/blog/post/sustaining-vs-disruptive-innovation"},"content":[{"nodeType":"text","value":"difference between the three types of innovation","marks":[],"data":{}}]},{"nodeType":"text","value":" lies in how they relate to the existing market. Low-end and new-market disruption are both types of ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"2HODhY2eOS6XqlRvfzU6Nh","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"disruptive innovation","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"text","value":", meaning theyâre used by companies with fewer resources to challenge well-established businesses.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Sustaining innovation is one that targets the top of the marketâthat is, the people willing to pay the mostâand directly competes with the incumbent products that own that segment. While a new entrant may successfully break into the top of an existing market, the incumbent is likely to put up a fight.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Disruptive innovators are likely to avoid a fight, however, because the segments theyâre after offer the lowest profit margins and arenât a justifiable use of incumbent companiesâ t
3ime, money, or effort.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"When seeking product innovation opportunities, consider both types. Sustaining innovations will allow your business to stay relevant in its current market and continue delighting its top customers, while disruptive innovations will allow you to break into other markets or create a new market segment.","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"5 Innovation Tips for Business Leaders","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"1. Identify Your Customersâ Jobs to Be Done","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"In the online course ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/courses/disruptive-strategy/"},"content":[{"nodeType":"text","value":"Disruptive Strategy","marks":[],"data":{}}]},{"nodeType":"text","value":", former Harvard Business School Professor Clayton Christensen explains the ","marks":[],"data":{}},{"nodeType":"text","value":"jobs to be done theory","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":". According to Christensenâs theory, customers donât just buy a product to meet their needs; they hire it to do a job.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/blog/post/jobs-to-be-done-framework"},"content":[{"nodeType":"text","value":"job to be done","marks":[],"data":{}}]},{"nodeType":"text","value":" isnât always the productâs main function. For example, someone may choose to hire ice cream cones to do the job of making summer memories with their children. Other times, the jobs are more straightforward. For instance, someone could hire a specific running shoe to do the job of reducing knee pain during exercise.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Consider what job customers hire your product to do. Are there other jobs they need done that you could solve by improving the product? ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/blog/post/how-to-do-market-research-for-a-startup"},"content":[{"nodeType":"text","value":"Conducting market research","marks":[],"data":{}}]},{"nodeType":"text","value":" with existing customers can offer insights into the variety of jobs people are hiring your product to do and highlight opportunities to innovate.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"7vBqKjXspOBsHjhWXcTGDO","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"jobs to be done framework","marks":[],"data":{}}]},{"nodeType":"text","value":" also presents a unique way to view competitors. Not only are you competing with other brands that make comparable products, but also anything else that can perform the customerâs job to be done. Returning to the ice cream cone example, the customer could choose to hire water balloons, popsicles, or a day at the beach to do the same job of making summer memories as a family.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Remember to periodically reassess your customersâ jobs to be done so you can iterate on your product to meet new needs as they arise.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"2. Create an Environment That Fosters Innovation","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Even a company with a clear sense of its customersâ jobs to be done and a stellar innovation strategy canât be successful without an internal culture that fosters innovation.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Options to empower your employees to develop an innovative mindset may include:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Creating opportunities for cross-team collaboration","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Leading with a ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/blog/post/growth-mindset-vs-fixed-mindset"},"content":[{"nodeType":"text","value":"growth mindset","marks":[],"data":{}}]},{"nodeType":"text","value":" and embracing failures as opportunities to learn","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Hosting brainstorming sessions and encouraging out-of-the-box thinking","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Dedicating a team or committee to coming up with innovative ideas without the typical restraints or success metrics as the core business","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"As a leader, remember the power you have to influence your organizationâs culture and use it to empower your employees to think big and take calculated risks in the name of innovation.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"3. Determine Your Organizationâs Capabilities","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Before diving into an innovation strategy, ensure your organization has the resources, processes, and profit formula to execute it.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Resources","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" can include everything from the materials used to make products to technology, cash, and employees.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Processes","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" are how tasks are executed; for example, product development or employee onboarding plans.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"6zxiTGnVp1Pa5QexCP1Der","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"profit formula","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"text","value":" is the criteria used to guide prioritization decisions and can include metrics such as gross margin targets or ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"643vTVJAkVTLV3KXTctxte","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"return on investment","marks":[],"data":{}}]},{"nodeType":"text","value":" thresholds.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"In ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5Gc7D3LzpuNbRk1Sfhljtu","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Disruptive Strategy","marks":[],"data":{}}]},{"nodeType":"text","value":", Christensen describes these three factors as essential to determining your organizationâs capabilities, so you can plan realistic innovation and growth goals.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âWe really need to think deeply to understand what an organization can and cannot do,â Christensen says in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5Gc7D3LzpuNbRk1Sfhljtu","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Disruptive Strategy","marks":[],"data":{}}]},{"nodeType":"text","value":". âWhen we recognize what an organization can and cannot do, it doesnât put us in a straitjacket and constrain us, but it does tell us, if we need new capabilities, we realize where we have to build those abilities. If the market is changing in front of us and our abilities change over time, it tells us what we need to create new and where we can use the old.â","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Listing your organizationâs resources, processes, and profit formula can give you a clearer picture of what needs to change to make innovation possible.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"4. Keep Disruptive Innovations Separate","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"One key point Christensen stresses in Disruptive Strategy is that businesses canât disrupt themselvesâthat is, disruptive innovations need to be kept separate from sustaining ones.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âItâs important to realize you canât disrupt yourself,â Christensen says in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5Gc7D3LzpuNbRk1Sfhljtu","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Disruptive Strategy","marks":[],"data":{}}]},{"nodeType":"text","value":". âIf you have an idea for a new market disruption, for example, and you tried to implement that new technology in your core market, the probability that youâll succeed is zero. 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Instead of approaching every interaction the same, it encourages managers to pause and ask more deliberate questions: ","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"What kind of conversation is this?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"What does the other person need from it?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"What outcome am I trying to achieve?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"What dynamics could influence the discussion?","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Fuller establishes a core principle in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":" that underlies the entire framework: \"If you study managers who are consistently effective, you notice something right away. Effective managers understand people at the individual level and the group level. They create conversations that surface the right information early. They ask questions that test assumptions. They make it easier for people to raise concerns. They know that if the communication is off, the process will be off.\"","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The challenge isn't that managers communicate too little. It's that too many conversations lack the clarity, purpose, and structure needed to produce meaningful results. ","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Why Many Conversations Fail","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Before exploring conversation mapping in practice, it helps to understand why so many workplace conversations fail to produce the information managers need.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The most pervasive communication failure Fuller identifies in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":" is not conflict or confusionâit's silence. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"\"The challenge is not only what people say,\" Fuller says in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":". \"The real danger is what never gets s
3aid at all.\" People often hesitate to voice concerns because of hierarchy, routine, or uncertainty about how their feedback will be received. When that happens, managers lose the information they need to address issues before they become significant risks. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The 2015 sinking of the El Faro, a U.S.-flagged cargo ship featured in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":", illustrates the consequences. As a hurricane intensified, officers on the bridge grew increasingly concerned about the ship's course. They discussed those concerns with one another but hesitated to communicate them directly to Captain Michael Davidson.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Instead, critical messages were softened or left unsaid. When Chief Mate Stephen Shultz wanted to recommend an alternative route, he framed it as a tentative question in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":": \"Would you consider going the other side of San Salvador?\" Second Mate Danielle Randolph and Third Mate Jeremy Riehm also voiced serious concerns privately before speaking to the captain. The problem wasn't a lack of informationâit was a failure to surface the information that mattered most. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"As Fuller notes in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":", this is how silence typically works in organizations. \"It doesn't appear all at once. It builds gradually. People speak indirectly, or they wait for someone else to go first, or they rely on the hope that the issue will resolve itself.â","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Conversation mapping addresses this challenge by helping managers recognize the type of conversation they're having and create space for candor before important information goes unspoken. ","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"How to Build a Conversation Map","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Conversation mapping rests on four interconnected practices:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Defining the purpose of the conversation","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Understanding the roles people play in conversations","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Identifying what's left unsaid by surfacing undiscussables","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Creating psychological safety so people feel comfortable speaking up","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Together, ","marks":[],"data":{}},{"nodeType":"text","value":"these practices help managers approach high-stakes conversations with greater clarity and intention. ","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"1. Define the Purpose","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Before any important conversation, clarify its purpose. A strong ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"1QcY9W2t6Uj9XfqHF4IiD1","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"purpose statement","marks":[],"data":{}}]},{"nodeType":"text","value":" answers two questions: ","marks":[],"data":{}}]},{"nodeType":"ordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"What decision or clarification is needed? ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Why does it matter now?","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Vague objectives like \"discu
3ss the project\" or \"get everyone on the same page\" often lead to conversations that drift. A specific purposeâsuch as \"align on Q4 priorities so we can finalize staffing by Friday\"âkeeps the discussion focused and makes success easier to recognize.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"A clear purpose gives the conversation direction. The next step is asking the right questions and involving the right people so the conversation benefits from the perspectives that matter most. ","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"2. Map the Conversational Roles","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Every conversation includes predictable interaction patterns. Drawing on psychologist David Kantor's framework of conversational roles, highlighted in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":", four roles shape how information flowsâand how it gets blocked:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The Mover","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":":","marks":[],"data":{}},{"nodeType":"text","value":" ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Introduces direction and starts the conversation, proposing an idea or course of action","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The Follower","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":":","marks":[],"data":{}},{"nodeType":"text","value":" ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"Supports or builds on the moverâs direction, adding energy to help the conversation move forward","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The Opposer","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":": Challenges the idea or points out potential risks to test assumptions, expose blind spots, and prevent premature agreement ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The Bystander","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":": Steps outside the conversationâs flow and offers an outsiderâs perspective to help see the conversation more clearly","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"As Fuller notes in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":", Kantor argues that âin any conversation, people take on four basic roles. You donât choose them formally. You just fall into them based on habit, hierarchy, personality, or the moment.â ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Effective managers arenât locked into one role. \"Skilled managers, can occupy any of Kantor's roles depending on what the situation requires,â Fuller explains in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":". âThey move when they need to set direction. They follow to show alignment. They oppose to raise concerns. And they bystand to help the team understand what's really going on.\"","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Before an important discussion, ask:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Who's likely to set the direction?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Who's likely to support it?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Who may challenge it?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Who might step back and offer a broader perspective?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Which voices are least likely to be heard, and how can you draw them into the discussion?","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Thinking through these roles in advance helps managers anticipate conversation dynamics and engage the right people at the right time. ","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"3. Identify the Undiscussables","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Most teams have issues that people hesitate to raise directly. Within ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":", Fuller calls these ","marks":[],"data":{}},{"nodeType":"text","value":"undiscussables","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"âconcerns that influence decisions even though no one openly discusses them.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"\"Undiscussables silently shape a team's decisions,\" Fuller says in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":". \"When they go unspoken, the group loses access to information that could change its understanding of the situation.\" ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"For example, employees may avoid telling a manager that a project is behind schedule, that a proposed strategy won't work, or that customer feedback points to a growing problem. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Before a conversation, consider:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"What topic might people avoid?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"What concerns are likely to be softened?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"What's someone least likely to say directly?","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"When Michael Lomax became the president of ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://uncf.org/"},"content":[{"nodeType":"text","value":"UNCF","marks":[],"data":{}}]},{"nodeType":"text","value":", a philanthropic organization featured in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":" that funds scholarships for Historically Black Colleges and Universities (HBCUs), he discovered that many disagreements about the organizationâs future were rarely discussed openly. \"The biggest issuesâquestions about autonomy, identity, modernization, and the future of HBCUsâwere often undiscussables,\" Fuller shares in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":". ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Rather than relying solely on persuasion, Lomax invited participation, listened closely to ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"7LvCJmvD5NlMHLpJKL8SPt","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"stakeholder feedback","marks":[],"data":{}}]},{"nodeType":"text","value":", and treated differing viewpoints as valuable information rather than resistance. That shift didn't eliminate disagreement, but it surfaced previously unspoken concerns and built the shared understanding needed for alignment. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"As Fuller observes in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":", \"When something is hard to say, it usually carries the most weight. Managers need to notice not just what people bring up, but what they avoid.\"","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Conversation mapping encourages managers to identify undiscussables before they become barriers to better decisions. By creating opportunities to discu
3ss difficult issues openly, managers gain access to information that might otherwise remain hidden. ","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"4. Design for Psychological Safety","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Identifying the undiscussables is only the first step. People will only raise them if they believe it's safe to do so. That's where ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"1EQBMQQwRjxXml10H4JVlD","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"psychological safety","marks":[],"data":{}}]},{"nodeType":"text","value":" comes in.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"In ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":", Fuller draws on the work of HBS Professor Amy Edmondsonâfaculty chair of the ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"4956ut6aXovpDc5ADoNC5m","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Credential of Leadership and Management in Business (CLIMB) ","marks":[],"data":{}}]},{"nodeType":"text","value":"and instructor of the online course ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"3QsmVFCGwTbU8IHGaBdzYb","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Dynamic Teaming","marks":[],"data":{}}]},{"nodeType":"text","value":"âto define psychological safety as \"a shared belief that it is acceptable to speak up, ask questions, raise concerns, or admit uncertainty without fear of embarrassment or reprisal.\" ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Psychological safety isn't simply about making people feel comfortableâit's a ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"0UEyElAfGTppnOjKKy8DyV","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"performance driver","marks":[],"data":{}}]},{"nodeType":"text","value":". As Fuller stresses in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":", \"When people feel safe to contribute, managers gain access to a wider range of information, insights, and perspectives. That leads to clearer decisions, fewer surprises, and faster course corrections.\"","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"To prepare for an important conversation, ask yourself: ","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Have I shown that differing viewpoints are welcome?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"How do I typically respond when someone challenges my thinking?","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"What can I do to make it easier for others to speak candidly?","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Psychological safety exists when people believe what they say can influence what happens next. 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3hool Professor Robert Simons, who teaches the online course ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Strategy Execution","data":{}}],"data":{"uri":"/courses/strategy-execution/"}},{"nodeType":"text","marks":[],"value":". âBut high-performing businesses with high-pressure cultures are especially vulnerable. As a manager, you need to know how and why these risks arise and how to avoid them.â","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"According to ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Strategy Execution","data":{}}],"data":{"uri":"/courses/strategy-execution/"}},{"nodeType":"text","marks":[],"value":", strategic risk has three main causes:","data":{}}],"data":{}},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[{"type":"bold"}],"value":"Pressures due to growth:","data":{}},{"nodeType":"text","marks":[],"value":" This is often caused by an accelerated rate of expansion that makes staffing or industry knowledge gaps more harmful to your business.","data":{}}],"data":{}}],"data":{}},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[{"type":"bold"}],"value":"Pressures due to culture:","data":{}},{"nodeType":"text","marks":[],"value":" While entrepreneurial risk-taking can come with rewards, executive resistance and internal competition can cause problems.","data":{}}],"data":{}}],"data":{}},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[{"type":"bold"}],"value":"Pressures due to information management:","data":{}},{"nodeType":"text","marks":[],"value":" Since information is key to ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"effective leadership","data":{}}],"data":{"uri":"/blog/post/characteristics-of-an-effective-leader"}},{"nodeType":"text","marks":[],"value":", gaps in performance measures can result in decentralized decision-making.","data":{}}],"data":{}}],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"These pressures can lead to several types of risk that you must manage or mitigate to avoid reputational, financial, or strategic failures. However, risks arenât always obvious.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"âI think one of the challenges firms face is the ability to properly identify their risks,â says HBS Professor Eugene Soltes in ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Strategy Execution","data":{}}],"data":{"uri":"/courses/strategy-execution/"}},{"nodeType":"text","marks":[],"value":".","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Therefore, itâs crucial to pinpoint unexpected events or conditions that could significantly impede your organizationâs ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"business strategy","data":{}}],"data":{"uri":"/blog/post/what-is-business-strategy"}},{"nodeType":"text","marks":[],"value":".","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[{"type":"italic"},{"type":"bold"}],"value":"Related: ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Business Strategy vs. Strategy Execution: Which Course Is Right for Me?","data":{}}],"data":{"uri":"/blog/post/business-strategy-vs-strategy-execution"}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"According to ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Strategy Execution","data":{}}],"data":{"uri":"/courses/strategy-execution/"}},{"nodeType":"text","marks":[],"value":", strategic risk comprises:","data":{}}],"data":{}},{"nodeType":"unordered-list","content":[{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[{"type":"bold"}],"value":"Operations risk:","data":{}},{"nodeType":"text","marks":[],"value":" This occurs when internal operational errors interrupt your products or servicesâ flow. For example, shipping tainted products can negatively affect food distribution companies.","data":{}}],"data":{}}],"data":{}},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[{"type":"bold"}],"value":"Asset impairment risk:","data":{}},{"nodeType":"text","marks":[],"value":" When your companyâs assets lose a significant portion of their current value because of a decreased likelihood of receiving future ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"cash flows","data":{}}],"data":{"uri":"/blog/post/cash-flow-vs-profit"}},{"nodeType":"text","marks":[],"value":". For instance, losing property assets, like a manufacturing plant, due to a natural disaster.","data":{}}],"data":{}}],"data":{}},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[{"type":"bold"}],"value":"Competitive risk:","data":{}},{"nodeType":"text","marks":[],"value":" Changes in the competitive environment can interrupt your organizationâs ability to ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"create value","data":{}}],"data":{"uri":"/blog/post/value-based-strategy"}},{"nodeType":"text","marks":[],"value":" and differentiate its offeringsâeventually leading to a significant loss in revenue.","data":{}}],"data":{}}],"data":{}},{"nodeType":"list-item","content":[{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[{"type":"bold"}],"value":"Franchise risk:","data":{}},{"nodeType":"text","marks":[],"value":" When your organizationâs value erodes because stakeholders lose confidence in its objectives. This primarily results from failing to control any of the strategic risk sources listed above.","data":{}}],"data":{}}],"data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Understanding these risks is essential to ensuring your organizationâs long-term success. Hereâs a deeper dive into why risk management is important.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[{"type":"italic"},{"type":"bold"}],"value":"Explore why effective risk management is critical to long-term business successâand how it can sharpen strategy, improve decisions, and reveal new opportunities in the video below. Be sure to subscribe to our ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[{"type":"italic"},{"type":"bold"}],"value":"YouTube channel","data":{}}],"data":{"uri":"https://www.youtube.com/@HBSOnline"}},{"nodeType":"text","marks":[{"type":"italic"},{"type":"bold"}],"value":" for more explainer content.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[],"data":{}},{"nodeType":"embedded-entry-block","data":{"target":{"sys":{"id":"176lZsEHfE5zaO28q40uPE","type":"Link","linkType":"Entry"}}},"content":[]},{"nodeType":"paragraph","content":[],"data":{}},{"nodeType":"heading-2","content":[{"nodeType":"text","marks":[],"value":"4 Reasons Why Risk Management Is Important","data":{}}],"data":{}},{"nodeType":"heading-3","content":[{"nodeType":"text","marks":[],"value":"1. Protects Organizationâs Reputation","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"In many cases, effective risk management proactively protects your organization from incidents that can affect its reputation.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"âFranchise risk is a concern for all businesses,â Simons says in ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Strategy Execution","data":{}}],"data":{"uri":"/courses/strategy-execution/"}},{"nodeType":"text","marks":[],"value":". âHowever, it's especially pressing for businesses whose reputations depend on the trust of
3key constituents.â","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"For example, airlines are particularly susceptible to franchise risk because of unforeseen events, such as flight delays and cancellations caused by weather or mechanical failure. While such incidents are considered operational risks, they can be incredibly damaging.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"In 2016, ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Delta Airlines","data":{}}],"data":{"uri":"https://money.cnn.com/2016/09/07/technology/delta-computer-outage-cost"}},{"nodeType":"text","marks":[],"value":" experienced a national computer outage, resulting in over 2,000 flight cancellations. Delta not only lost an estimated $150 million but took a hit to ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"its reputation as a reliable airline","data":{}}],"data":{"uri":"https://www.azcentral.com/story/money/business/consumers/2016/08/09/computer-outage-could-tarnish-deltas-on-time-reputation/88503442/"}},{"nodeType":"text","marks":[],"value":" that prided itself on âcanceling cancellations.â","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"While Delta bounced back, the incident illustrates how mitigating operational errors can make or break your organization.","data":{}}],"data":{}},{"nodeType":"heading-3","content":[{"nodeType":"text","marks":[],"value":"2. Minimizes Losses","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Most businesses create risk management teams to avoid major financial losses. Yet, various risks can still impact their bottom lines.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"A ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Vault Platform study","data":{}}],"data":{"uri":"https://vaultplatform.com/press/news/workplace-misconduct-cost-u-s-businesses-20-billion-in-past-year-new-study/"}},{"nodeType":"text","marks":[],"value":" found that dealing with workplace misconduct cost U.S. businesses over $20 billion in 2021. In addition, Soltes says in ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Strategy Execution","data":{}}],"data":{"uri":"/courses/strategy-execution/"}},{"nodeType":"text","marks":[],"value":" that corporate fines for misconduct have risen 40-fold in the U.S. over the last 20 years.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"One way to mitigate financial losses related to employee misconduct is by implementing internal controls. According to ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"Strategy Execution","data":{}}],"data":{"uri":"/courses/strategy-execution/"}},{"nodeType":"text","marks":[],"value":", ","data":{}},{"nodeType":"text","marks":[{"type":"bold"}],"value":"internal controls","data":{}},{"nodeType":"text","marks":[],"value":" are the policies and procedures designed to ensure reliable accounting information and safeguard company assets.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"âManagers use internal controls to limit the opportunities employees have to expose the business to risk,â Simons says in the course.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"One company that could have benefited from implementing internal controls is Volkswagen (VW). In 2015, VW whistle-blowers revealed that the companyâs engineers deliberately manipulated diesel vehiclesâ emissions data to make them appear more environmentally friendly.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"This led to severe consequences, including regulatory penalties, expensive vehicle recalls, and legal settlementsâall of which resulted in significant financial losses. By 2018, U.S. authorities had extracted ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"$25 billion","data":{}}],"data":{"uri":"https://www.propublica.org/article/how-vw-paid-25-billion-for-dieselgate-and-got-off-easy"}},{"nodeType":"text","marks":[],"value":" in fines, penalties, civil damages, and restitution from the company.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Had VW maintained more rigorous internal
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","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"As Fuller explains in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":":","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Single-loop learning","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" \"focuses on identifying and correcting problems within existing processes and assumptions.\"","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Double-loop learning","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" \"goes further, questioning whether those underlying assumptions, structures, or goals need to change.\"","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The distinction matters because it determines what an organization can actually change. 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While single-loop learning asks what went wrong and how to fix it, double-loop learning asks a more fundamental question: Are the goals, assumptions, and systems guiding our work still the right ones? 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","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"At Alba, weekly management meetings focused more on politics than commercial performance. Safety was treated as the responsibility of outside consultants rather than a shared organizational commitment. ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"6DhKn5HvdBC6AdI06xQjyX","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Accountability","marks":[],"data":{}}]},{"nodeType":"text","value":" flowed upward instead of being owned by those closest to the work. As Fuller notes in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":", these weren't isolated failuresâthey were \"indicators of how the organization's processes actually worked.\" ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Recognizing that pattern required a different kind of question. Instead of asking who had failed to follow the process, Murray asked what the process was designed to produce. The answer exposed a flawed assumption: that safety could be delegated to external
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Under pressure, organizations gravitate toward quick fixes. As Fuller emphasizes in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":", when managers \"rush this cycleâwhen they move directly from observation to interventionâthey may end up treating symptoms rather than causes.\" Resisting that impulse long enough to examine the thinking behind the problem is what enables lasting improvement.","marks":[],"data":{}}]},{"nodeType":"embedded-entry-block","data":{"target":{"sys":{"id":"U8UFpJ0K4zNE0cL5zBPo9","type":"Link","linkType":"Entry"}}},"content":[]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Applying Single- and Double-Loop Learning to Your Organization ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Understanding the distinction between single- and double-loop learning is only the first step. Effective managers know when to improve the systemâand when to rethink it. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Single-loop learning is most effective when the system is sound, but execution falls short. Double-loop learning becomes essential when familiar fixes no longer work.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The strongest managers move fluidly between both, viewing processes not just as tools for execution but sources of learning. As Fuller stresses in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"5wrLRywXrFdIoaggdNA6Ax","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Management Essentials","marks":[],"data":{}}]},{"nodeType":"text","value":", \"When a process produces unexpected results, that's not just a signal to tighten control. It's information. 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By learning statistical patterns across this data, LLMs produce responses that closely resemble human communication.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"At its core, an LLM performs a surprisingly simple task: predict the next ","marks":[],"data":{}},{"nodeType":"text","value":"token","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"âa word or part of a wordâin a sequence based on everything that came before it. When done well and at a large enough scale, the result is a model capable of holding conversations, summarizing reports, drafting emails, and explaining complex topics in simple terms.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âThese models don't just analyze existing dataâthey create new data,â says Harvard Business Sc
3hool Professor Karim Lakhani in the online course ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"1kNLx2iPJXPxTsP6evMQ8U","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Data Science and AI for Decision Making","marks":[],"data":{}}]},{"nodeType":"text","value":", ","marks":[],"data":{}},{"nodeType":"text","value":"which he co-teaches alongside HBS Professor Iavor Bojinov","marks":[],"data":{}},{"nodeType":"text","value":". âBy repeatedly predicting the next word, sound, or pixel, they can write, summarize, translate, code, and even simulate reasoning.â","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"It's important to distinguish an LLM from the applications built on top of it. For example, ChatGPT is a product built on top of an LLMâin this case, one of OpenAI's GPT models. Think of an LLM as the engine ","marks":[],"data":{}},{"nodeType":"text","value":"and the chat application as the vehicle that makes it useful. ","marks":[],"data":{}}]},{"nodeType":"embedded-entry-block","data":{"target":{"sys":{"id":"39Z0KJtMR2jMjU1RVYYuo0","type":"Link","linkType":"Entry"}}},"content":[]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"How Do LLMs Work?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"7q7LHPSTznYE45ySX3JsPS","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"You donât need a technical background","marks":[],"data":{}}]},{"nodeType":"text","value":" to understand the basics of how LLMs work, but there are several key concepts you should familiarize yourself with.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Tokenization and Embedding ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Before a model can process text, it converts words and word fragments into units called ","marks":[],"data":{}},{"nodeType":"text","value":"tokens","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":". For example, a common word like \"marketing\" may be represented by a single token, while a less common word or technical phrase may be split into multiple tokens. ","marks":[],"data":{}},{"nodeType":"text","value":"Rather than processing language the way humans do, an LLM works with sequences of tokens ","marks":[],"data":{}},{"nodeType":"text","value":"and learns the relationships between them.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âAfter tokens are created, each token is transformed into a numerical representation known as a word ","marks":[],"data":{}},{"nodeType":"text","value":"embedding","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":",â Lakhani explains in","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"1kNLx2iPJXPxTsP6evMQ8U","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":" Data Science and AI for Decision Making","marks":[],"data":{}}]},{"nodeType":"text","value":". âThink of it as placing each token into a multi-dimensional space. Words with similar meanings end up close together in this spaceâso âtakeâ might be near âgrab,â but far from âwe.â These embeddings help the model understand context and relationships among words.â","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Once language has been converted into tokens and embeddings, the model ","marks":[],"data":{}},{"nodeType":"text","value":"can begin identifying patterns and relationships across a sentence, paragraph, or entire conversation. ","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"The Transformer Architecture ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Most modern LLMs are built on an architecture called the ","marks":[],"data":{}},{"nodeType":"text","value":"transformer","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":", first introduced by ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://research.google/blog/transformer-a-novel-neural-network-architecture-for-language-understanding/"},"content":[{"nodeType":"text","value":"Google researchers in 2017","marks":[],"data":{}}]},{"nodeType":"text","value":".","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Earlier language models processed text more sequentially, making it difficult to capture relationships across long passages. ","marks":[],"data":{}},{"nodeType":"text","value":"Transformers made it possible for AI systems to consider relationships among words throughout an entire sentence, paragraph, or document.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âWhat makes [transformers] so powerful is that they donât just process words one-by-oneâthey use a mechanism called ","marks":[],"data":{}},{"nodeType":"text","value":"self-attention ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"to look at all the words in a sentence at once and decide which ones are important for predicting the next word,â Bojinov explains in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"1kNLx2iPJXPxTsP6evMQ8U","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Data Science and AI for Decision Making","marks":[],"data":{}}]},{"nodeType":"text","value":".","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"For example, this is what allows an LLM to understand that, in the statement \"the bank raised its rates,\" the word âbankâ refers to a financial institution rather than a riverbank. By considering the surrounding words, the model can determine which meaning best fits the context.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âIn short, transformers donât just look at wordsâthey learn how words relate to one another in context, across entire sentences or documents,\" Bojinov says in ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"1kNLx2iPJXPxTsP6evMQ8U","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Data Science and AI for Decision Making","marks":[],"data":{}}]},{"nodeType":"text","value":". \"And thatâs what enables generative models to write, summarize, translate, and reason the way they do.\" ","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Predicting, One Token at a Time ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"When you ask an LLM a question, it generates a response by predicting the most likely next token, adding it to the sequence, then predicting the next one, and so on until it produces a complete answer. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Although the response feels instantaneous, the model is performing this prediction process many times per second based on patterns learned during training.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Fine-Tuning and Alignment ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"A pretrained model is powerful, but it doesnât come without limitations. Even though an LLM can generate well-structured outputs, it isnât automatically aligned with human preferences, organizational goals, or ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"1LUXGrLsrSWRIsE5YOBplE","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"ethical standards","marks":[],"data":{}}]},{"nodeType":"text","value":".","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"AI developersâand in some cases, organizations deploying LLMsârefine models through a process called ","marks":[],"data":{}},{"nodeType":"text","value":"fine-tuning","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":". This typically involves providing the model with examples and feedback, often from human reviewers, about the quality of its responses so it can generate more accurate, useful, and safer outputs.","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"What Can LLMs Actually Do?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"In practice, ","marks":[],"data":{}},{"nodeType":"text","value":"these capabilities enable LLMs to support a wide range of business tasks. They can: ","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Draft, edit, and summarize written content","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Answer questions and explain concepts across a wide range of topics","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Generate, explain, and debug computer code","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Analyze, synthesize, and organize information from large volumes of text","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Translate text ","marks":[],"data":{}},{"nodeType":"text","value":"between languages or adapt it to different formats ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Extract, ","marks":[],"data":{}},{"nodeType":"text","value":"classify, and structure information from documents, spreadsheets, and other data sources ","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Assist with brainstorming, planning, researching, and decision-making","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Despite these capabilities, LLMs don't understand language the way people do. They don't have beliefs, lived experience, or a built-in ability to distinguish truth from falsehood. Instead, they generate responses based on statistical patterns learned during training.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"As a result, LLMs can sometimes produce responses that sound confident but are inaccurate or entirely fabricatedâa phenomenon known as ","marks":[],"data":{}},{"nodeType":"text","value":"AI hallucinations","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":". For that reason, business leaders should treat LLM-generated content as a starting point, verifying important facts, calculations, and sources before relying on them for high-stakes decisions.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"LLM Limitations and Risks","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Understanding what LLMs are, how they work, and what they can be used for is only part of the puzzle. Leveraging them effectively also means knowing where they fall shortâand why.\n\nâAI is not magic,â says Marily Nika, an AI Product Lead at Google, in an interview for ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"1kNLx2iPJXPxTsP6evMQ8U","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Data Science and AI for Decision Making","marks":[],"data":{}}]},{"nodeType":"text","value":". \"It's very powerful, but it's really built on data, on assumptions, on hypotheses, and trade-offs. So understanding the limitations alongside the potential really helps people and leaders engage with it more critically and responsibly.â \n\nHallucinations, for example, stem from how LLMs generate responses. âThe model isnât trying to be correct; itâs trying to be probable,â Lakhani says in","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"1kNLx2iPJXPxTsP6evMQ8U","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":" Data Science and AI for Decision Making","marks":[],"data":{}}]},{"nodeType":"text","value":". âItâs not evaluating whether a fact is true; itâs choosing what sounds right based on patterns it's seen.â\n\nLLMs can also make assumptions and reflect biases present in training data, which are reinfor
3ced in their outputs. In a business setting, this can have serious consequences, particularly in high-stakes applications, ","marks":[],"data":{}},{"nodeType":"text","value":"such as financial analysis, legal research, hiring decisions, or tasks involving sensitive company data. ","marks":[],"data":{}},{"nodeType":"text","value":"\n\nFine-tuning ","marks":[],"data":{}},{"nodeType":"text","value":"and other alignment techniques","marks":[],"data":{}},{"nodeType":"text","value":" help mitigate these issues, but they don't eliminate them. Alignment is an ongoing effort, not a one-time fix, and even well-aligned models can behave unpredictably in certain circumstances. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"That's why business leaders need a foundational understanding of how LLMs work. Even if they never build or fine-tune a model themselves, they're increasingly responsible for selecting AI tools, setting policies for their use, and ensuring they're deployed responsibly across their organizations. ","marks":[],"data":{}}]},{"nodeType":"embedded-entry-block","data":{"target":{"sys":{"id":"56SeFi5Xc2aBWvH73qNDhN","type":"Link","linkType":"Entry"}}},"content":[]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Mastering LLMs as a Business Skill","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Mastering LLMs in a business context requires sound judgment. ","marks":[],"data":{}},{"nodeType":"text","value":"That means knowing where they add the most valueâdrafting content, synthesizing information, and conducting first-pass analysisâand where they still require close human oversight, such as ","marks":[],"data":{}},{"nodeType":"text","value":"high-stakes decisions, fact-intensive work, or nuanced judgment. ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"This kind of AI fluency is quickly becoming an expectation rather than a specialized technical skill. Leaders who understand how these models work and where their limits lie are better positioned to integrate these tools responsibly into their teams' workflows.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Building a strong foundation in data literacy, analytics, and AI strategy can help professionals move beyond using AI tools ","marks":[],"data":{}},{"nodeType":"text","value":"to applying them with confidence and purpose","marks":[],"data":{}},{"nodeType":"text","value":". As LLMs continue to transform how work gets done, those skills will become increasingly valuable across every industry.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Are you ready to improve your ability to leverage data and artificial intelligence in your business? Explore ","marks":[{"type":"bold"},{"type":"italic"}],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"1kNLx2iPJXPxTsP6evMQ8U","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Data Science and AI for Decision Making","marks":[{"type":"bold"},{"type":"italic"}],"data":{}}]},{"nodeType":"text","value":"âone of our online d","marks":[{"type":"bold"},{"type":"italic"}],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"2nwVxSvtbEu71Amcc3pMb0","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"igital transformation and AI courses","marks":[{"type":"bold"},{"type":"italic"}],"data":{}}]},{"nodeType":"text","value":"âor ","marks":[{"type":"bold"},{"type":"italic"}],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"7hQJimEngeSC9dzf4n8Mm","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"download our free flowchart","marks":[{"type":"bold"},{"type":"italic"}],"data":{}}]},{"nodeType":"text","value":" to choose the right course for your goals and needs.","marks":[{"type":"bold"},{"type":"italic"}],"data":{}}]}]},"useDropCap":true}},{"metadata":{"tags":[{"sys":{"type":"Link","linkType":"Tag","id":"readLevel1"}},{"sys":{"type":"Link","linkType":"Tag","id":"siteHbsOnline"}},{"sys":{"type":"Link","linkType":"Tag","id":"writeLevel1"}}],"concepts":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"beh2ph2tgbqk"}},"id":"7o4I8Y47cUISRoDJPPgcw8","type":"Entry","createdAt":"2025-06-27T20:10:42.269Z","updatedAt":"2026-02-25T09:26:04.575Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":8,"revision":3,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"mediaAssetRow"}},"locale":"en-US"},"fields":{"alignment":"wide","media":[{"sys":{"type":"Link","linkType":"Entry","id":"1iP8e4Rn1hcz5DslsZBATQ"}},{"sys":{"type":"Link","linkType":"Entry","id":"7hi4HAR9f1Cf7FI635psoY"}}],"isVerticalImages":true}},{"metadata":{"tags":[{"sys":{"type":"Link","linkType":"Tag","id":"readLevel1"}},{"sys":{"type":"Link","linkType":"Tag","id":"siteHbsOnline"}},{"sys":{"type":"Link","linkType":"Tag","id":"writeLevel2"}}],"concepts":[]},"sys":{"space":{"sys":{"type":"Link","linkType":"Space","id":"beh2ph2tgbqk"}},"id":"7o8RDL7b2AfW65X0T6u7hv","type":"Entry","createdAt":"2026-02-24T12:48:54.105Z","updatedAt":"2026-09-23T18:55:14.676Z","environment":{"sys":{"id":"master","type":"Link","linkType":"Environment"}},"publishedVersion":24,"revision":2,"contentType":{"sys":{"type":"Link","linkType":"ContentType","id":"ctaBanner"}},"locale":"en-US"},"fields":{"theme":"white","style":"Small Text","alignment":"wide","title":{"data":{},"content":[{"data":{},"content":[{"data":{}
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Ignoring issues can lead to missed deadlines, festering resentment, and failed initiatives.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"A","marks":[],"data":{}},{"nodeType":"text","value":"ccording to conflict resolution firm ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://pollackpeacebuilding.com/wp-content/uploads/2026/07/The-Cost-of-Workplace-Conflict-Data-Analysis-Article.pdf"},"content":[{"nodeType":"text","value":"Pollack Peacebuilding Systems","marks":[],"data":{}}]},{"nodeType":"text","value":", managers spend over four hours a week on conflict resolution, yet 60 percent of employees never received conflict management training. 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3hool Professor Nien-hê Hsieh in the online course ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"6mywZElJM5g2N8XnFfDAip","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"Leadership, Ethics, and Corporate Accountability","marks":[],"data":{}}]},{"nodeType":"text","value":". âThese rights are things that employees should be entitled to no matter what. Theyâre often written into the law, but even when they arenât, theyâre central to the ethical treatment of others, which involves respecting the inherent dignity and intrinsic worth of each individual.â","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Resolving disputes effectively as they arise benefits both your employeesâ well-being and your","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"03FdQMJTcCoYFJTBCJpaQf","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":" companyâs financial health","marks":[],"data":{}}]},{"nodeType":"text","value":". The first step is learning the five conflict resolution strategies at your disposal.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Explore how to approach conflict in the workplace in the video below, and be sure to subscribe to our ","marks":[{"type":"italic"},{"type":"bold"}],"data":{}},{"nodeType":"hyperlink","data":{"uri":"http://www.youtube.com/@HBSOnline"},"content":[{"nodeType":"text","value":"YouTube channel","marks":[{"type":"bold"},{"type":"italic"}],"data":{}}]},{"nodeType":"text","value":" for more explainer content.","marks":[{"type":"bold"},{"type":"italic"}],"data":{}}]},{"nodeType":"embedded-entry-block","data":{"target":{"sys":{"id":"1btR2WxyZ0DzCCAiQwvZcd","type":"Link","linkType":"Entry"}}},"content":[]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"5 Strategies for Conflict Resolution in the Workplace","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"While there are several approaches to conflict, some tend to be more effective than others. The ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://kilmanndiagnostics.com/overview-thomas-kilmann-conflict-mode-instrument-tki/"},"content":[{"nodeType":"text","value":"Thomas-Kilmann Conflict Model","marks":[{"type":"bold"}],"data":{}}]},{"nodeType":"text","value":"âdeveloped by Dr. Kenneth W. Thomas and Dr. Ralph H. Kilmannâoutlines five strategies for resolving conflict:","marks":[],"data":{}}]},{"nodeType":"ordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Avoiding","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Competing","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Accommodating","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Compromising","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Collaborating","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"These strategies fall on a graph, with \"assertiveness\" on the y-axis and \"cooperativeness\" on the x-axis:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Assertiveness","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":": How much you try to achieve your own goal","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Cooperativeness","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":":","marks":[],"data":{}},{"nodeType":"text","value":" ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"How much you try to satisfy the other partyâs goal","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"You can also think of these axes as the âimportance of my goalâ versus the âimportance of this relationship.â ","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"When your assertiveness is high, youâre focused on achieving your own goal. When your cooperativeness is high, youâre focused on helping the other person reach theirs to preserve the relationship.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Hereâs a breakdown of the five strategies and when to use each.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"1. Avoiding","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Avoiding ","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":"works best in situations where the relationship and the goal are both low priority.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Youâre unlikely to encounter these scenarios at work, though they can come up in daily life. Imagine youâre on a public bus and the passenger next to you is playing music loudly. Youâll probably never bump into that person again, and a pleasant bus ride isnât a pressing goal. So, ignoring the music and avoiding conflict is a reasonable choice.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"In workplace conflictsâwhere your goals are typically important, and you care about maintaining a lasting relationship with colleaguesâavoidance can be detrimental.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Remember: Some situations require avoiding conflict, but youâre unlikely to encounter them in the workplace.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"2. Competing","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Competing","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" is another strategy that isnât often well-suited for workplace conflict, but it can be useful in certain situations.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"This conflict style is for scenarios in which you place high importance on your goal and low importance on your relationships with others. Itâs high in assertiveness and low in cooperation.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"A competing style can be the right call in a crisis. For example, if someone is unconscious and people are arguing over what to do, asserting yourself and taking charge can get that person medical attention faster.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Itâs also useful when youâre standing up for yourself or feel unsafe. In those cases, asserting yourself and reaching safety matters more than the relationship.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Using a competing style in situations where relationships matterâwith a colleague, for instanceâcan undermine trust, along with collaboration, ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"4A2ln5q5BDf9i99Irpw6cW","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"creativity","marks":[],"data":{}}]},{"nodeType":"text","value":", and productivity.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"3. Accommodating","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"The third strategy is ","marks":[],"data":{}},{"nodeType":"text","value":"accommodating","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":", in which you give in to the other partyâs needs. Use it when the relationship matters more than the goal.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"For example, say you pitch an ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"0uYmYsgbEt92A2pegcBuBS","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"idea","marks":[],"data":{}}]},{"nodeType":"text","value":" for a future project in a meeting, and a colleague argues it will have a negative impact. You could resolve the conflict by dropping your original idea.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"This is useful if the other person is angry or hostile, or you donât have a strong opinion on the matter. It immediately de-escalates conflict by removing your goal from the equation.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Accommodation has its place at work, but itâs worth asking whether youâre using it just to dodge conflict. Simply giving in whenever someone disagrees with you can snuff out opportunities for innovation and ","marks":[],"data":{}},{"nodeType":"entry-hyperlink","data":{"target":{"sys":{"id":"4A2ln5q5BDf9i99Irpw6cW","type":"Link","linkType":"Entry"}}},"content":[{"nodeType":"text","value":"creative problem-solving","marks":[],"data":{}}]},{"nodeType":"text","value":".","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"As a leader, pay attention to whether your employees fall back on accommodation too often. In a safe environment, encouraging healthy debate can lead to stronger collaboration.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"4. Compromising","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Compromising","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" is a strategy in which you and the other party each willingly forfeit some of your needs to reach an agreement. Itâs sometimes known as a âlose-loseâ strategy, since neither of you achieves your full goal.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"This strategy works well when you care moderately about both your goal and the relationship. You value the relationship, but not so much that youâd abandon your goal, as you would with accommodation.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"For example, maybe you and a peer both want to lead an upcoming project. 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3,{"nodeType":"text","value":", improve conversion rates, and maximize your digital marketing budgetâs efficiency.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Among the content you can use to engage customers, paid video social ads can be highly effective.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"According to ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/courses/digital-marketing-strategy/"},"content":[{"nodeType":"text","value":"Digital Marketing Strategy and AI","marks":[],"data":{}}]},{"nodeType":"text","value":", thatâs because:","marks":[],"data":{}}]},{"nodeType":"unordered-list","data":{},"content":[{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Technology has become more accessible.","marks":[],"data":{}}]}]},{"nodeType":"list-item","data":{},"content":[{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Consumers spend more time watching videos.","marks":[],"data":{}}]}]}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âThis has led platforms like Instagram and Facebook to focus more on video,â says HBS Professor Sunil Gupta, who teaches the course. âItâs also allowed newer video-based platforms like TikTok to gain significant momentum.â","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Data reinforces that point. 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Its goal is to increase brand awareness outside of paid efforts.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âOne of the primary goals of owned media strategy is to improve the odds that your site shows up at or near the top of the organic links shown by search engines like Google,â Gupta says in ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/courses/digital-marketing-strategy/"},"content":[{"nodeType":"text","value":"Digital Marketing Strategy and AI","marks":[],"data":{}}]},{"nodeType":"text","value":". âBeing on the first page of results makes it more likely for someone to click on your linkâand being at the top of the first page increases the likelihood even more.â","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"You can improve your siteâs ranking by applying search engine optimization best practices, incorporating valuable keywords in content, and improving the user experience.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"In ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/courses/digital-marketing-strategy/"},"content":[{"nodeType":"text","value":"Digital Marketing Strategy and AI","marks":[],"data":{}}]},{"nodeType":"text","value":", Kate Laliberte, head of e-commerce at footwear company OOFOS, shares her teamâs owned media approach.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âFor us, owned media is focusing on our organic search, organic social, and email, but you can extend it as well,â Laliberte says. âOur website, the blog postings we have on our website, some of the direct mail pieces that weâre just getting intoâthatâs our owned media as well. So we really have control of that media. We have control of the placement, who weâre targeting, and what the story weâre telling them is.â","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"What Is Earned Media?","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Earned media","marks":[{"type":"bold"}],"data":{}},{"nodeType":"text","value":" is public exposure through word of mouth, customer reviews, social media mentions, or media coverage resulting from your content or servicesâ quality and relevancy.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âUnlike paid and owned media, earned media originates organically outside the company,â Gupta says in ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/courses/digital-marketing-strategy/"},"content":[{"nodeType":"text","value":"Digital Marketing Strategy and AI","marks":[],"data":{}}]},{"nodeType":"text","value":". âIn other words, this is media thatâs neither paid for by a company nor owned by it. Instead, itâs media that a company has âearnedâ from its consumers.â","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Earned media has exploded with the rise of social media and review-based websites that give customers free platforms to share their opinions and ratings.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âDigital technology allows consumers to actively engage with firms and each other,â Gupta says in the course. âThis has made owned and earned media ke
3y aspects of digital marketing.â","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Earned media is also effective because consumers often trust personal recommendations versus advertisements. According to ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.nielsen.com/wp-content/uploads/sites/2/2021/11/2021-Nielsen-Trust-In-Advertising-Sell-Sheet.pdf"},"content":[{"nodeType":"text","value":"Nielsenâs Trust in Advertising survey","marks":[],"data":{}}]},{"nodeType":"text","value":", 88 percent of respondents said they most trust recommendations from people they know.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"As such, earned media can help amplify your brandâs messaging and credibility at no cost.","marks":[],"data":{}}]},{"nodeType":"heading-2","data":{},"content":[{"nodeType":"text","value":"Whatâs the Difference Between Earned, Owned, and Paid Media?","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Control","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Control is a key differentiator between earned, owned, and paid media.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âIn general, owned media provides a company greater control over the content that its consumers encounter and how they interact with the brand,â Gupta says in ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/courses/digital-marketing-strategy/"},"content":[{"nodeType":"text","value":"Digital Marketing Strategy and AI","marks":[],"data":{}}]},{"nodeType":"text","value":".","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Paid media offers a similar level of control, but it's limited by how much you spend on paid ads.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"A high level of control in paid and owned media is vital because it allows you to establish your brandâs unique tone, look, and feelâwhich is particularly important considering the rise of earned media channels.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"âBrands no longer have complete control over their message,â Gupta says in ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"/courses/digital-marketing-strategy/"},"content":[{"nodeType":"text","value":"Digital Marketing Strategy and AI","marks":[],"data":{}}]},{"nodeType":"text","value":". âConsumers have the liberty to share their views about brands on social media, and these positive or negative views can get amplified and even go viral.â","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"That doesnât mean earned media canât be effective for your digital marketing strategy. It still lends authenticity and credibility to your brand through unbiased customer endorsements.","marks":[],"data":{}}]},{"nodeType":"heading-3","data":{},"content":[{"nodeType":"text","value":"Cost","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Cost is crucial to consider when comparing media types.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"For instance, paid media often gets a bad rap for its significant financial investment. However, all three media types come at a costâeven earned media.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"For example, while your customers create earned media, content like influencer partnerships can be costly. According to a ","marks":[],"data":{}},{"nodeType":"hyperlink","data":{"uri":"https://www.meltwater.com/en/blog/influencer-marketing-costs-rates-pricing"},"content":[{"nodeType":"text","value":"report by social media monitoring company Meltwater","marks":[],"data":{}}]},{"nodeType":"text","value":", more than 11 percent of marketers spend over $500,000 on influencer marketing, while 22 percent spend between $10,000 and $50,000.","marks":[],"data":{}}]},{"nodeType":"paragraph","data":{},"content":[{"nodeType":"text","value":"Owned media has financial considerations, too. For one, itâs often limited by your companyâs time and resources. It also requires an initial financial commitment to produce content that engages your target audience, which can be work-intensive and slow to generate a return. However, when done right, it can reap similar benef
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Social Awareness","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"While itâs important to understand and manage your emotions, you also need to know how to read a room. Social awareness describes your ability to recognize othersâ emotions and the dynamics in play within your organization.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Leaders who excel in social awareness practice empathy. They strive to understand their colleaguesâ feelings and perspectives, which enables them to communicate and collaborate more effectively with their peers.","data":{}}],"data":{}},{"nodeType":"paragraph","content":[{"nodeType":"text","marks":[],"value":"Global leadership development firm DDI ","data":{}},{"nodeType":"hyperlink","content":[{"nodeType":"text","marks":[],"value":"ranks empathy as the number one leadership skill","data":{}}],"data":{"uri":"https://www.ddiworld.com/global-offices/united-states/press-room/what-is-the-1-leadership-skill-for-overall-success"}},{"nodeType":"text","marks":[],"value":", reporting that leaders who master empathy perform more than 40 percent higher in coaching, engaging others, and decision-making. 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