领导力 Leadership

故事梗概背景Ron Johnson（哈佛商学院84届），曾在Target和Apple创造成功的零售创新，被视为“零售界的Steve Jobs”。2011年受Bill Ackman（投资人，持有J.C. Penney 18%股份）力邀，出任J.C. Penney CEO，目标是彻底转型。

J.C. Penney困境老牌百货，顾客群是中产、价格敏感的郊区母亲。2000年代后被三方挤压——低价商超（Walmart、Target）、高端百货（Macy’s）、快时尚（H&M、ZARA），再加电商（Amazon），市占率和盈利持续下滑。

Johnson转型措施定价（Pricing）：取消600个年度促销，推“Fair and Square Pricing”（公正定价），不再打折或发券。渠道布局（Placement）：提出“Store within a store”（店中店），像小镇的主街＋广场，营造体验。产品（Product）：引入设计师品牌与独家产品，重塑私有品牌。文化（People）：取消销售提成（commission），学习Apple“Genius Bar”式顾问服务。形象（Promotion）：新logo、新代言人（Ellen DeGeneres）、美国国旗色调口号。

结果实施过快，未测试，老顾客失落（习惯优惠券），新顾客未形成忠诚。2012年全年亏损大，股价从24美元跌到16美元，销售额下滑20%-27%，裁员上千。

结局2013年4月，Johnson被迫下台，原CEO Ullman回归。董事会认为转型方向虽有远见，但执行过于激进，接近灾难。

课堂笔记Leadership AgendaWhy do people want to work for you?What is your leadership style? How is it evolving?What makes leaders effective in different situations & stages?How leaders create a psychological contract with employees?Developing employees who have an ownership?

You can add something new, but do not change the core

Be careful about the RE-BRANDING

What are the ingredients of your receipt?ConnectingCharismaStrategyBrandingPicking prioritiesauthenticlead by examples

When Scaling , as a founder, how do i adapt my model?4. Change takes time.Apple was also a long time journey.JCP moved too fast for all the stake holders, employees, clients, board members

5. Get a team role togetheryou want to listen, but have to be someone who want to say thingshow to get everyone on the same pace？

6. You have to earn the trust through time with people.Takes more time for people to digest ideas of others

7. What should we do when people are not embrace?People in your organization do NOT want to say No to youGet people to actually say what they really think

8. Retail Strategy vs. Change ProcessYou have to do two thingsbuilding new is very important, but…need the cash to fund the new things

9. Culture differenceTaxes center vs Califonia？If you want to run the turn around, you have to be a member of the community.Have to join！

10. If people think they are a community…A transaction business organization?Or you need a people stuff, rely on people to bring their energyyou want to get the best out of themHow they gonna work with me, how they gonna work with each other？Get an agreement, a true agreement.

11. Relationship with Johnson the board member?Great people with integrityNot guaranteed

12. It does not matter whether the Strategy is right or wrong.if your people do not buy in, a good strategy can result in a very bad result.

13. Humble vs Situational ArroganceYou can be a humble person, but also Situational Arrogance, because your experience shows that you understand what makes you successbe careful do not give yourself too much credit

14. Who will be the one that can tell you the truth?Who will be the window of your organization? Assessment of your peopleBuild relationship with the team

15. Look at the mirror, think about your ingredients of your receiptWhat accounts for the successHow are you going to make that happy

16. Is the intuition the best?Or should I bring myself a new model?

Situational Arrogance Definition: Inadvertently assuming your previous approach or actions are equally well-suited to address the current challenge or situation at hand. — RaffaelliWhy does this happen?

Psychological contributors:Anchored on past success; don't adjust to new conditionsAttribution errors about causes of successConfirmation bias