Achieving Continuous Innovation in Today's Competitive Economy

Renaissance EXECUTIVE FORUMS
FALL 2003
Achieving Continuous Innovation in
Today’s Competitive Economy by Joe Rodriguez
According to Pricewaterhouse Coopers
money quickly, regardless of the type of
“Trendsetter Barometer,” the results of a survey
innovation, i.e. incremental, discontinuous, and
of companies with $1 million to $50 million in
radical or quantum leap.
revenues show that companies that make
Obtaining the benefits from “Continuous
innovation a priority are on a faster track to
Innovation” requires the following:
growth than all others.
1. Leadership. It is essential that the
Fortunately, after years of downsizing and cost
organization’s leaders realize that innovation
cutting, we are beginning to realize that the main
means risk-taking, and it is important that people
source of competitive advantage is no longer to
be allowed to fail and learn without endangering
reduce people costs or to improve quality - but
their futures. It does not matter if your purpose
“Continuous Innovation.” We define “Continuous
is to reduce changeover times in a lean event or
Innovation” as a system of innovation that
develop a new product. It is the support of the
creates new products and services and improves
leaders that makes it work. Time after time
processes.
employees complain that they told management
“Continuous Innovation” uses Lean techniques
of ideas, but management was not interested. As
to improve processes fast, not just in
recently as last week, one of the team members
manufacturing but also in the entire business.
at a Kaizen event had an idea, which by itself
“Continuous Innovation”
relies on “Fast
reduced the changeover time 50% - yet no one
Innovation” as a new product or service
had bothered to listen to him in the past.
development process to get to market and to
continued on page 2
Business Continuity:
What’s Inside
Security Starts Within by Gail E.Stopar
President’s Message . . . . . . . . . . 2
Business recovery happens much more
Business leaders need to be aware of the
Coming War for Talent . . . . . . . . . 3
frequently within an organization than you may
resulting issues around everyday occurrences:
Increasing Sales . . . . . . . . . . . . . 3
think. Sure, we’ve all heard about disruptions
people move or their roles change, technologies
and continuity problems occurring during
upgrade or are removed, and/or whole
Members in the News . . . . . . . . . 4
natural disasters, theft, computer viruses, and
departments relocate or are eliminated. The
Top Seven Website Strategies . . . . 5
now terrorism. But there exists a much more
length of time before business impact depends
passive calamity - just waiting in the wings of all
on pre-established processes. Loss of skills and
Older Workers . . . . . . . . . . . . . . . 6
companies. Most likely, we have all experienced
the transition of knowledge from one person to
it at one time or another and to some degree or
the other can generate downtime or a failure to
Member Profile . . . . . . . . . . . . . . 8
another, but have not addressed it as a business
produce in a timely/expected fashion, employee
continuity and security issue. I’m talking about
overload and unrest, loss of ability to respond to
business process workflow from one employee
clients or corporate opportunities, and loss of
to another, one department to another, or one
efficiency. Given time, any or all of these will
office to another.
continued on page 7
FALL 2003

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President’s Message by Jim Fontanella
We all realize how valuable great employees are to our
Michigan, opens our eyes to another source of
success as leaders of our respective companies. They
potentially terrific talent.
Our lead article by Joe
take excellent care of our customers - the lifeblood of
Rodriguez provides us with some excellent advice on
any organization; they enhance the daily work
how to keep our businesses growing faster than our
environment; they are the contributors of terrific ideas
competitors through a commitment to “continuous
and suggestions; they make the impossible...possible,
innovation.”
A key to effectively incorporating this
etc., etc. In this edition of “The FORUM,” one of our
culture into any business is the people - good people. I
Renaissance EXECUTIVE FORUMS business partners,
think you’ll enjoy the insight that these folks and others
Ken Keller (who runs our operations in Northern Los
provide in this edition. Hopefully, you’ll find an idea or
Jim Fontanella, President
Angeles), gives us a look into the future relevant to
two that will be helpful to you and your business.
Renaissance
finding (and keeping) these highly talented folks. John
EXECUTIVE FORUMS, INC.
Bower, a long-term member of EXECUTIVE FORUMS in
The Forum
Achieving Continuous Innovation continued from page 1
A newsletter for members
published by
2. Strategic Congruence. We generally find that new
product and services process is “ease of
Renaissance
product programs are not aligned with the company
communications.”
Anything that makes information
EXECUTIVE FORUMS, INC.
strategy. The key reason is that there is no effort to
available continually to the developers and improves the
prioritize the projects, taking into consideration the
speed of management decisions will make the new
❁
company strategy. Two years ago at a large telephone
products reach the market that much faster. In many
company the launching of new products had come to a
cases, an internal website is enough to cut the time by at
Executive Editor
halt. The reason: all projects had the same priority;
least 25%.
Nanci McCalister
therefore, there WAS no priority - resulting in a gigantic
6. Metrics. Innovation activities are usually not
bottleneck of 75 projects. After prioritizing we ended up
measured well in business; therefore, it is almost
with 32 in the pipeline, of which 12 entered the market
Art Production
impossible to control them or improve them, much to
within 6 weeks of the priority setting effort.
the frustration of everyone involved.
We need to
Artmania!
3. People. A number of initiatives need to take place,
measure the length of the product development cycles,
from encouraging learning and providing opportunities
whether profit and cost goals were achieved, and how
Printer
to introducing idea-generating processes. Management
capable the product development system is. Specifically,
must provide the resources and drive innovation. At a
we need to measure the product development capacity
Rush Press
recent session teaching idea generation, 27 employees
of the organization, i.e. how many projects can we
developed more than 457 ideas within a couple of
support at any given time? Additionally, we need to
❁
hours.
measure the profit contribution per developer or team
4. Create a Culture of Innovation. Innovation needs
member. It is not enough just measuring items in the
Contributions and
an environment that supports it. Most corporate
budget.
suggestions for this
environments are very conservative and view any
The Product Development Process has become too
publication should be sent
creative efforts with suspicion.
Most corporate
rigid. We need to improve it by applying the Lean
to:
environments are very sterile.
As in the previous
Thinking flexibility principles. Companies that are
Nanci McCalister
example, we were preparing for the session by blowing
successful in “Continuous Innovation” will be those that
Renaissance
balloons and placing colored ribbons all around. Many
most likely will outpace their competitors and break
EXECUTIVE FORUMS, INC.
members of higher management thought we were a bit
away from the current economic woes and succeed in
off; however, the participants loved it. They shared with
the new economy.
us that the office was in need of more color and less
7855 Ivanhoe Avenue
drabness.
Suite 300
5. “Fast Innovation.” It is a process of developing new
La Jolla, CA 92037
products and services that consists of four activities - not
Joe Rodriguez, President of Global Innovation
sequential and not overlapping - but rather circular,
Leadership, Inc., has been a resource expert for our
nanci@executiveforums.com
therefore reducing the time to market.
One of the
forums in West Palm Beach, Florida.
He can be reached at (305) 790-3303,
❁
reasons is that circular is the method used by cross-
functional teams and new technologies such as internal
or by e-mail: Joe@Joe-Rodriguez.com.
Web site
websites.
The activities are as follows: concept
www.executiveforums.com
generation, evaluation, development and commer-
cialization.The steps are the traditional ones, except they
are not executed linearly.The key is that we have found
that the most important thing in speeding the new
Renaissance EXECUTIVE FORUMS
2
FALL 2003

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The Coming War for Talent
by Ken Keller
Business 2.0 magazine recently published an article that
vision, these employees will not stay
describes in great detail a war that is starting to develop
long. They want more than a
in the field of information technology. In the years ahead,
paycheck; they want to be part of
this conflict will spread into other functional fields and
something that fulfills their passion.
into other industries.The war is not over ideas, patents,
Individuals who are talented want to
hardware or software. It is all about people.
be surrounded by other talented
A “perfect storm” is developing in the recruitment and
people, and will not stay in an organization filled, or
retention of engaged and educated employees. Baby
filling up with, mediocre people.Tom Peters said it well
Boomers are nearing retirement age, and are far closer to
when he stated: “Some people are better than other
the end of their careers than the beginning.The echo of
people. Some people are a whole lot better than other
Baby Boomers is much smaller than the wave of their
people.”
parents who flooded the job market starting in 1966,
Probably the touchiest area is that of compensation. In
which means fewer applicants for more positions.
the coming war for talent, people are going to go where
Immigration cannot begin to make up the shortfall.The
the rewards are highest for them. The types of people
Kenneth W. Keller is President
result: a war for talent that will go on for decades; and if
that will take your organization to the next level are not
of Renaissance
you are seeking engaged employees, there are several
going to settle for middle of the road or even
EXECUTIVE FORUMS of
areas you need to be addressing.
competitive compensation packages. There will be
San Fernando/Simi/
You always have to be in pursuit of talent. There will
bidding wars not seen before for the very best people. If
Santa Clarita Valleys. He can
always be people looking for work; but engaged
you want them working with you, and not for your
be reached by e-mail:
employees, making up just 26 percent of the workforce,
competition, you will have to fork over pay. And, keep
KKeller@ExecutiveForums.com.
are going to be in increasingly high demand. An
forking it over.
organization with fewer but engaged employees is
It is doubtful that any organization suffers from too
capable of accomplishing more than an organization of
much talent today. Take a look at each person you
larger size populated with disengaged employees. The
employ today and ask if they should be with you as your
mission of the enlightened business manager has got to
organization grows. Are they capable? Will they be
be pursuit of talent, everyday and everyplace.
capable in the months and years ahead? Are they an asset
Engaged employees want opportunity. They want to be
or a liability? Will your organization be a winner or an
part of an exciting, dynamic organization that is moving
also ran? In the coming war for talent, the winners will
to a destination where they want to go. Without a clear
have the best people.
Increasing Sales in a Down
Market by Eric W.Wiedenmann and Steven D.Popell
A satisfied customer, or even one that used to be
product and/or service they buy from you.
satisfied, can be your company’s most valuable asset.
4. Ascertain whether the customer would be
When sales are down and the economy shows no signs
interested in reducing the number of suppliers in
of early recovery, your best sources of new business may
one or more products or services they buy from
well be current and past customers.
you and from others.
This is good news because when times are tough, finding
5. Ask specifically what you need to do to increase your
extra dollars for product development, advertising or PR
share of wallet.
may be difficult. Getting more business from current
6. Call each significant past customer to learn (perhaps
customers or getting old customers back, however, is not
again) why they no longer buy from you and what, if
expensive. Best of all, the effort is quite straightforward.
anything, you can do to get their business back. Clearly,
The following 10-step process can achieve results in a
this is a more difficult sell than with a current customer.
timely and cost-effective manner.
But, since they actually bought in the past, this sell is
1. Collect at least a three-year history of sales, by
easier than with most new prospects.
customer.
7. Offer extra incentives to the sales force to seek better
2. Identify customers that are buying less than you could
penetration with current customers, and to get old
sell to them - by product and/or service, as well as dollar
customers back.
volume.
8. Offer price and service incentives to current and past
3. Contact each customer and ask what “share of wallet”
customers.
(percentage of total purchases) you have in each
continued on page 7
FALL 2003
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Members in the News
The Palm Beach Daily News recently featured a story about Tropical Shipping’s involvement in “Pirates of the
Caribbean.” The movie, shot at St. Vincent Island in the Caribbean, relied on chartered vessels from Tropical to
transport materials and equipment from the port of Palm Beach to the island north of Trinidad and Tabago. The
film’s shipping coordinator praised their ability to accommodate hard-to-calculate schedules. Rick Murrell,
President of Tropical Shipping located in Riviera Beach, FL, has been with the company for over 30 years.
Bill Pallone, President of Verizon Airfone in Oakbrook, IL, recently announced that, by
Rick Murrell
year end, passengers on United Airlines will be able to send and receive e-mail on U.S.
flights via Verizon Airfone® JetConnectSM service. “The availability of e-mail is critical
to business flyers, and we’re very pleased to partner with United on this historic
achievement. The impact on in-flight productivity is tremendous; for this reason, users
have said access to JetConnect will determine which airline they’ll choose.”
Celebrating the innovative nature of the medical device industry, Mayor Graham
Richard recently presented the Mayor’s Innovation Award to Scott Glaze, Owner and
CEO of Fort Wayne Metals. The award recognizes the company’s patented technology
for the production of medical grade wire used in products such as defibrillators and
pacemakers. The wire is drawn through diamond dies to stretch it - in some cases finer
Bill Pallone
than the diameter of a human hair. Fort Wayne Metals, in business since 1970, has 270
full-time employees and three plants located in Fort Wayne, IN.
Scott Glaze
Renaissance EXECUTIVE FORUMS
Opens Additional Locations
We are excited to announce several additions to the Renaissance EXECUTIVE
FORUMS family.
Joining us in the Colorado North area are Robin Steele and Cheryl Flink. Robin
has been a technology industry senior executive and has spent time with Bell Labs,
Robin Steele
NCR Microelectronics and Hewlett-Packard. She was most recently General Manager
of HP’s software company, Agilent Technologies.
Cheryl’s background includes creating and implementing innovative business
models to establish new market categories for emerging products and services. She
has been President/General Manager of Lodestone Research, a professional services
Cheryl Flink
organization serving Fortune 500 companies in high-tech industries.
George Fulton has opened offices in the Philadelphia-Northwest area. He brings an
extensive senior level business background with notable companies such as Toro,
Eddie Bauer and General Mills. George had been President of Strategic Directions,
which focuses on client strategy development with emphasis on marketing.
George Fulton
Barry Hull is running operations in the Detroit Metro area and the Greater Wayne
and Washtenaw Counties in Michigan. Barry has held a successful practice as a family
therapist; and he also offers extensive business expertise, providing consulting
services to closely held, family-owned businesses with focus on strategic planning
and management / leadership development.
Barry Hull
Bob Skidmore will operate forum groups in Long Beach, California. Bob brings a
tremendous amount of senior-level business experience - thirty years in the
industrial distribution industry, with most of that time in the role of President, CEO
or Chief Operating Officer. Most recently he with Airgas/Rutland Tool, Inc., in
Whittier, California.
Bob Skidmore
Renaissance EXECUTIVE FORUMS
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FALL 2003

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The Top Seven Strategies for
Website Success by Philippa Gamse
Whether you’re concerned with business-to-business or
with the customer’s details) help to create a feeling
business-to-consumer, whether your organization is large
of value and save time for your visitors.
or small, commercial or nonprofit - these are some
Check the average response time for a contact
fundamental questions around your website and
from your website. One of the top complaints
technology strategy that should be addressed.
about major company sites is that e-mails are not
Otherwise, you risk missing opportunities and not
answered in a timely (24 hours or less) manner.
maximizing the return on your investment in your online
5. Does it support your internal operations
presence. If you haven’t visited your website for a while,
and employee needs? This question relates to
look at it again in light of these questions:
whether you’re making the best use of all available
1. Does it present an appropriate image of your
technologies, and integrating them with your
company? Marketers talk a lot about branding and
online operations.
Applications to consider
consistency of message. Does your company site reflect
include:
how you’d like your customers to feel about your
• Instant messaging, fast becoming a serious business
business? Is it sophisticated and professional looking?
tool
Does it speak directly to visitors in language that they’ll
understand, and in ways that relate to their issues and
• Knowledge bases - continually updated databases that
needs?
can provide automated customer support on a 24-7
basis
Image is also about public relations.
Publicity is a
powerful marketing tool, and reporters are increasingly
• Streaming media for just-in-time training or instant
looking for stories and information online. Does your
manuals for your operatives
website offer a media center? Does it offer comment on
• Intranets and extranets, which are really just fancy
current events in your industry? Do you face up to the
names for password-protected employee and client
bad news and spin it to your advantage? (Check out
areas
Microsoft’s extensive Press Pass area at
6. Does it integrate fully with your “real-world”
http://www.microsoft.com/presspass/default.asp.)
activities and processes? One of the most frustrating
2. Does it suggest potential for new or currently
visitor experiences is to complete a form, an application,
untapped markets? In almost all the sites that I’ve
or to submit a search on your website, only to receive an
consulted for, we’ve identified markets or audiences
error message. Customers want the security of an e-
beyond the “real-world” customer base of the business.
mailed purchase confirmation. They want to know that
Philippa Gamse,
This may be because the site extends the geographic
they’ll be taken off your mailing list quickly and without
CyberSpeaker, is a Web
reach of your marketing. If you have good content on
the need for multiple requests.
strategy consultant, and has
your site, it may also be because visitors looking for your
With the complexity of technology and programs today,
been a resource expert for
subject area find you in search engines and come to read
sometimes a change to a seemingly unrelated system can
our groups in Northern
your articles and white papers. Either way, if you find
wreak havoc. Do you regularly check all the input forms
California. She can be
many “non-traditional” visitors to your site, you should
and processes on your site to ensure that no unexpected
reached in Santa Cruz, CA
assess whether they constitute a possible new market
gremlins have crept in?
at (831) 465-0317, or you
area for your business.
7. Does it provide you with a justifiable return on
can view her website at
3. Does it suggest potential for new products or
investment?
This is probably the most important
www.CyberSpeaker.com.
services? A clear understanding of your visitor needs
question of the seven, and possibly also the most
may encourage you to consider new products or
difficult. That’s because the answer depends on a clear
services.
On the Web, bundling expertise into
understanding of the goals of your site, both in direct
downloadable, for-sale content provides valuable new
financial terms, and in other less tangible benefits, such
revenue streams for many businesses and non-profits.
as name recognition.
You can find great clues for development ideas by
The keys to evaluating ROI, to improving your site, and
tracking the keywords entered into your own site search
often to further business development ideas can be
engine. These show what visitors expect to find on your
found in your traffic reports. These show what visitors
site - and, therefore, what they expect your company to
are looking for, how long they spend on the site, where
offer.
they go, where they leave, and what rate of response you
4. Does it provide continuing added value for
get to the various calls to action.
existing customers?
Most site owners focus on
These reports can be daunting - a mass of figures, graphs
acquiring new customers and fail to maximize
and URL’s. But I’d strongly suggest that someone in your
opportunities to support and service existing ones.
organization should understand them. Otherwise, you’re
These include password-protected areas where your
shooting in the dark with your Web investment.
clients can follow the progress of their projects, share
documents with you, etc.
Personalization and pre-
populated forms (i.e. which are automatically filled in
FALL 2003
5

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Older Workers Abandoning the Beaches
and Campgrounds to Keep on Working
After Retirement by John P. Bower
In case you haven’t noticed, the picture of smiling, white-
a project basis, and are often registered with a staffing
haired retirees chugging down U.S. highways at 40 mph
firm.
in their gas-guzzling Winnebagos is not as prevalent as it
They are experienced.
They bring their life
was 15 years ago. The beaches of Florida and California
experience, their work skills and a strong work ethic to
seem more than usually devoid of overly tanned, 60-plus
the job.
seniors in two-piece and Speedo swimsuits. Where are
They fit the modern workplace. Many new jobs in
these people these days?
the fields of technology, financial services, health
Sixteen million of them are working - in places like Wal-
services and call centers demand brains, not brawn.
Mart, department stores, offices, factories, airports, utility
Even though older workers may be faced with
companies and universities. And, of those who are still in
competition from the hot dot-com techies, it is the
the regular workforce, 80 percent plan to keep on
experienced workers who hold the wider range of
working after “retirement,” says a recent AARP study.
intellectual capital.
When 77 million Baby Boomers born between 1946 and
They’re there when you need them. Older workers
1964 begin to retire in the next ten years, they won’t be
are glad to have jobs. They are loyal to their employers
heading for the home workshop or to the lake with a
and their attitude towards attendance, punctuality and
fishing pole. This is the most educated and socially
work ethic is deeply ingrained.
active generation in history, and it does not intend to
By 2010, employers will face the reality of a labor
take a back seat. The Baby Boomer generation is the
shortage as the Baby Boomers begin to retire. Those
impetus and the brains behind the technological and
who are not prepared with plans to integrate older
medical advances our population enjoys today. They feel
workers into their workforce will see productivity levels
justified in continuing to have a say in how things should
and profits drop. An article in the July 2002 issue of
be, and they continue to defy traditional views of aging.
Workforce states that the key to effectively managing the
John P. Bower, Owner of
They also don’t hesitate to complain against age
transition depends on one word: flexibility. Flexibility
Express Personnel Services
discrimination. Of all workers filing age-bias charges in
will continue to attract younger workers who not only
in Troy, MI, has been a
2002, 64 percent were Boomers who came of age during
stay with jobs less time, but who also want lots of
forum member for the past
the Civil Rights Movement.
“Boomers believe they
attention and personal time for their lives. Flexible and
seven years. Express
helped develop the core values of our society which
non-traditional work schedules appeal to older workers,
Personnel offers
prohibit discrimination,” said Cari Domingues, EEOC
who are learning from their younger colleagues that
comprehensive human
chairwoman. “They are very comfortable in asserting
they don’t have to sacrifice their personal lives for their
resource employment and
their rights,” she said.
jobs any longer. Job training and job mentoring are both
staffing services. John can
And, the workforce needs the Boomers.With the decline
areas in which employers can combine older and
be reached at
of the birthrate since 1970, there are fewer younger
younger workers.
Older workers sharing their
(248) 205-7201, or by
workers to replace them. Employers and government
knowledge with younger colleagues will provide
e-mail at johnp.bower@
are realizing the trends.
Louisiana, with nearly 12
consistency for the transition of new generations of
expresspersonnel.com.
percent of its population over 55, has established a
workers with different expectations of the work world.
Special Committee on Aging through the Senate that is
Organizations, publications and websites for older
working on eliminating the legislation and customs that
workers are proliferating, an indicator of the importance
prevent older Americans from remaining in the
and influence of the population segment. In the last
workforce. Realizing that Montana’s Boomer population
several years, AARP’s magazine for retirees has
(267,000 set to retire in the next ten years, with less than
undergone several transformations, and now features
125,000 “Baby Busters” to take their place) is a growing
healthy, vibrant and active celebrities over 55 on the
part of their workforce, the Montana Dept. of Labor and
magazine’s cover and a design that rivals any popular
Industry is promoting this age group as a flexible and
newsstand magazine.
desirable resource. Michigan economic development
LaDonna Burgess, HR coordinator at Poorman-Douglas
experts are also keenly aware that the current
Corporation, which received two honors for its efforts
demographic of people over 55 makes up slightly over
on behalf of older workers, says that employers can no
21 percent of the state’s population.
longer ignore the importance of older people in the
Older workers are filling workforce needs at a more
workplace. “Employers have to find ways of attracting
rapid rate than the younger population. They are taking
qualified workers as the pool gets smaller. You can’t wait
new jobs at an annual rate of 4.1 percent – almost four
for ten more years to think about this, when it becomes
times the rate of the general population, at .8 percent.
a crisis.” Plan for the needs of older workers and get
They present a desirable labor pool for many reasons:
their input so that in 2010, your company is the
They are flexible. Many are willing to work part-time
employer of choice.
or temporary assignments, or to do consulting work on
Renaissance EXECUTIVE FORUMS
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Business Continuity continued from page 1
contribute to an unhealthy company as reflected in
tested,
communicated,
followed,
and
reduced customer confidence and share values. Best-
supported by everyone, staff performance
selling author and cultural observer Gail Sheehy put it
during a period of change or recovery will
succinctly as, “Changes are not only possible and
suffer. “Before anything else, preparation is
predictable, but to deny them is to be an accomplice to
the key to success,” said Alexander Graham
one’s own unnecessary vegetation.”
Bell.
Three items need to be considered when business
Documenting procedures and reviewing
continuity is a concern:
those procedures may also be a time of
1. Skills of an individual needed to carry out the work,
discovery resulting in: identifying repetitive
tasks, finding shortcuts and better ways to
2. Methods and procedures by which a task is
perform a task, locating redundant tasks, and
performed, and
developing technological solutions to speed
3. Tools used to produce the work itself.
up processes and eliminate the potential for
Finding ways to incorporate all three elements into a
human error.
normal style of process workflow greatly diminishes
With documented procedures in place, let’s
transition change recovery time and lays out strategy
take another look at our customer letter
baselines on which the security of your business can be
example. This time, the replacement staff person simply
supported. This is not an expensive idea – but rather, a
pulls the procedures book off the shelf or from a known
logical one.
electronic file on the system, looks up the topic to
Gail E. Stopar is the Business
Let’s consider something as simple as getting customer
discover the use of a pre-established word processing
Development Manager for
reply letters out the door. If the person who regularly
template, locates and opens the electronic template as
Schumaker & Company, Inc.,
performs this task is suddenly unavailable and leaves no
stated in the documentation and finds that customer
a management-consulting firm
instructions, how would the task get done? A
information is already built into the document with
headquartered in Ann Arbor,
replacement (given the assumption that the
import macros, the format is already established with
MI, focused on professional
replacement has the same skills) may spend half a day
boilerplate wording, letterhead is already in place
management advisory services,
looking for a sample of a previously distributed letter;
appropriately, and the documented process for creating
strategic operations,
and if lucky enough to find it electronically, may spend a
the letter already provides the user with envelope and
information management and
significant amount of time trying to adjust it with the
mailer capability. It’s a done deal.
technology, and project
word processing tool used to create it, placing customer
The idea here is to provide a good mix of technology-
management consulting. She
information into it using an export function from the
supported processes and then to back those up with
can be reached at
existing database, and manipulating the distribution
trained staff. The effort devoted up front to establish and
stopar@schuco.com,
tools used to address the envelope and mail it. And that’s
enforce standards will pay off regularly in saved time,
www.schuco.com, or by phone
if the replacement were lucky! Imagine what the time
product security, and reputation – all of which boil
at (734) 998-5550.
lapse might be for a complicated task or the security
down to dollars saved. Everyone must recognize the
issues for a financial task.
importance of using tools and methodologies that are
Many companies base their success on how well their
consistent across the company. Without them, every
staff performs. This human element is probably the most
department or individual will approach tasks using the
important to a process. The attitude and commitment of
tools and methodologies with which they are most
everyone in the company to document what they do
comfortable; and the end results during change or
and how they do it right from the beginning are key to
recovery efforts will be chaos. According to Aristotle,
a harmonious and cost-effective business environment.
“We are what we repeatedly do.”
Without documented processes and procedures to
Eric W. Wiedenmann,
define how systems and people work together that are
President of Market
Development Group, Inc.
Increasing Sales in a Down Market continued from page 3
(www.marketdevelopment.net)
in Danville, CA, specializes in
9. Measure the success of these efforts, and adjust your
might be interested in buying.
The results were
increasing sales. He can be
approach accordingly. Distinct customer groups may
dramatic. Within 90 days, the company was able to gain
reached at (925) 648-0680 or
require different strategies and tactics.
an additional 15 projects from its established 40 clients.
ericww@pacbell.net.
10. Repeat steps 1 through 9 at least once a year.
A similar effort directed at former customers is currently
Steven D. Popell, Senior
underway.
This process can produce positive results relatively
Consultant of Popell, Inc.
quickly. One Northern California professional service
Your customers are rarely asked these kinds of
(www.popellinc.com) in Los
provider, for example, had experienced significant
questions. As a result, the majority will be flattered that
Altos Hills, CA, specializes in
revenue and profit decline due to the dot-com meltdown
you took the time to solicit their opinion. Moreover,
increasing company value for
and overall business spending downturn. This company
customers are often reviewing their supplier/vendor
a profitable exit strategy. Steve
has about 40 active clients and 10 service deliverables.
base looking for opportunities to consolidate and, as a
has been a resource expert for
result, save administration and transaction costs.
By
our forums in Northern
A review of the revenue history of each of the 40 clients
taking a proactive approach on this issue, your company
California and can be reached
revealed that a typical client purchased only 2 or 3 of the
will be in a better position to win the consolidation
at (650) 843-0323 or
company’s 10 deliverables. The principals undertook a
game.
spopell@marketanswers.com.
focused 60-day effort to contact all 40 clients to review
their relationships, and to determine what else they
FALL 2003
7

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Member Profile: Evan C. Wooton
Title: President
Favorite task: Conducting company meetings where
Company: Premier Pet Products
I share results, build understanding about where the
Founded:
company is headed, and recognize/reward employees
1989 by partner & CEO, Sharon Bennett
Evan C. Wooton
for excellent work
President
Source of startup capital: $5,000 bank loan
Least favorite task: Going through too many
Premier Pet Products
Background:
e-mails sent to me
• B.S. in Business Administration - University of Kansas
Greatest frustration: Negative employees
• MBA in Management Administration and Management
Information Systems - Indiana University
Source of support or advice: My dad, a retired
executive who’s “been there, done that”
• Marketing and finance positions at Hallmark Cards, Inc.
(Kansas City, MO)
Essential business tool: My laptop and Compaq
• Vice President of Marketing at Three Dog Bakery
iPAQ
(Kansas City, MO)
Age: 39
DREAMS
Residence: Richmond,Virginia
Goal yet to be achieved: Having a feature article
about my company published in a national business
magazine
BIG PICTURE
First move with capital windfall: Reduce debt
Biggest plus of ownership: Having more direct
Five-year vision: Double revenues, eliminate high-
influence over my destiny
interest debt, diversify customer base and add two new
Biggest drawback of ownership: The stress of
proprietary products as top sellers
the financial burdens (payroll, payables, debt, &
Inducement to sell: Don’t want to sell for a very
EBITDA)
long time
Greatest strengths: Identifying talented people,
First choice for new career or venture:
building organizations that can accomplish more than
Something related to music or golf
expected, creating calm out of chaos
Biggest weakness: Procrastination
PERSONAL
Smartest moves: Taking a risk by leaving a
comfortable corporate giant to test myself at a small
Favorite pastimes: Golf, basketball and family
start-up. I learned more than I could even imagine; and,
activities
in combination with my experience at Hallmark, it
Stress reducer: Listening to classical or jazz music
prepared me perfectly for the responsibility I have
Last vacation: Delaware beach vacation with
today.
immediate and extended family
Biggest mistake: Waiting too long to remove a
Favorite book: Good to Great by Jim Collins
problem employee in a key position
Favorite sayings: One of my own: “There’s reason
Biggest worries: Not having enough cash flow and
to learn from everything that happens” (a twist on
working capital to fund the growth opportunities
“everything happens for a reason”)
Top sources of inspiration: An internal voice (I’ve
Favorite Web site: www.google.com
always been internally motivated)
How has Renaissance EXECUTIVE FORUMS helped
your business?
DAILY ROUTINE
I don’t have a formal board of directors, so my
Most challenging task:
EXECUTIVE FORUMS group is the best sounding board I
Given our speed of growth
have. Each member brings expertise that I can learn
and so many opportunities, prioritizing where my time
from. Candid feedback is helpful to evaluate options on
spent yields the biggest bang
business issues I present to them.
Renaissance EXECUTIVE FORUMS
8
FALL 2003

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