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您如何将宗旨归类为公司?

Hubert Joly被Barron排名为世界上第30首,因为他成功的最佳购买担任主席和首席执行官的最佳转型。

In a new book called商业核心:资本主义下一次时代的领导原则, he explains how a sense of purpose was at the core of Best Buy’s success and why it is now essential for every major company.

JOLY: Purpose stems first of all from the idea that we have to abandon Milton Friedman’s idea of shareholder primacy, which has been a big source of our current problems.

Today, the purpose of a company — and I’ve said it to our shareholders — is not to make money; it is to contribute to the common good. I regard purpose as being at the intersection of what the world needs, what you’re good at, what you’re passionate about, and how you can make money.

通过技术丰富生命

At Best Buy, it took the first three years just to save the company. A lot of people had told us, “Cut, cut, cut. You’re going to have to close stores and reduce headcount” and so forth, whereas our approach was very human-centric. At that stage, purpose was not that explicit, but the underlying philosophy was there, and once the turnaround was over in 2016 or 17, we had to decide, “How do we accelerate our growth?”

We had done a good amount of work on market research, segmentation, targeting, i.e., on the where and the what, but there was a moment where we said, “We also need to talk about the为什么。“

这就是我们如何通过技术丰富生命的想法。这一概念大大扩展了我们的可寻址市场。因此,公司从2017年的表现到现在已经非常扎根于此目的。

Of course, many companies talk about these things, which is great, but then you have to follow through, right? You have to make purpose the cornerstone of your strategy, and you have to have everyone at the company feel that their own purpose in life connects with the mission of the company. And it takes a lot of work to get to that point.

The Role of the Company Needs a Fundamental Rethink

BRINK:我猜米尔顿弗里德曼的想法已经留下的原因之一是因为它与为什么很多人进入商业​​,这是赚钱。所以目的是推动吗?

JOLY: I think we need to rethink all of this, because what’s the definition of madness? Doing the same thing and hoping for a different outcome. We are obviously facing a multifaceted crisis: health, economic, societal, racial, environmental, geopolitical. And if we keep doing the same thing, we’re not going to fix any of these things, so we have to fundamentally rethink what we ought to be doing.

当然,赚钱是一个必不可少的。你需要赚钱。顺便说一下,一部分给予这本书的信誉是我们畅销购买的股价从2012年的低价下降到2012年的低价,而现在约为120美元。八年十次并不差。它表明,无需选择在世界上善于善行,并创造股东价值。它不是关于权衡;相反,这个新时代的领导力需要呼吁我们更好的本能。

The Question Is Not Whether That’s the Right Direction, but How?

你不能终止2020年,说:“不,一切都很好。我们应该没事。让我们什么都不做,我们会没事的。“

BRINK:哈佛大的丽贝卡亨德森说了一些东西她对边缘的采访我认为这是有趣的,社会有特权的自由市场太久了。你同意吗?您是否同意这项业务将要受到监管,以便改变?

JOLY: I learned a long time ago that 98% of the questions that are asked as “either/or” are better answered as “ands.” I think business can be an enormous force for good. I think we’re seeing this — you’ve seen theEdelman Report显示公司是最值得信赖的组织 - 所以我们可以产生很大的影响,而且您越来越多地看到人们迈出了踏板。

首席执行官的作用在很多方面从根本上改变了:CEO应该更多地参与其中,但他们需要使用许多标准来确定何时参与。

但需要采取更多行动。例如,我发现所有这些公司都接受了宗旨和利益相关者资本主义的想法,但执行赔偿仍然非常多专门与股东价值创造联系。

需要一些规定。该公司的P&L和资产负债表的疯狂正在遵循GAAP规则(普遍接受会计原则),但没有人认为这应该代表经济现实。这只是一套规范。这些数字中没有包含一定的事情,包括员工的质量,作为一个例子,也是当然,您的外部性。今天的商业领袖单独专注于利润不会考虑这些外部性。

That’s changing, but I think that the government can play a role in nudging companies, for example, by putting a tax on carbon, so you can have a market and regulation. And then there are entire industries, like food or apparel, that have begun to work together on addressing sustainability issues of common interest, which I think can provide added momentum. So it’s all of the above.

如果改变是内在的,这更好

joly:人类的方式,如果动机是内在的,这总是更好,因为没有人喜欢被告知该怎么办。

我只在2020年6月通过了最好的买卖,我仍然非常参与商业世界:我是两个董事会和教练和指导一些首席执行官和高级管理人员。以及我跨越多家公司的看法是显着的运动。

去年这是一个巨大的加速器。之前的势头在那里,但现在它是大大扩展的,而且它很棒,因为如果它是本质上的动机,它会更快。

当然,员工和客户也在压力。如果您忽略员工的愿望和愿望,您就无法领导组织,并且这些日子员工非常称呼。如果你在世界上没有做得很好,你就不会能吸引他们并保留它们。

如何与社会问题搞

BRINK:您认为合适的平衡在于业务方面涉及社会问题的方式?我们已经看到了公司抗议对美国投票的限制。在这些地区的业务有什么适当的作用?

joly:我已经给出了很多想法,因为有海洋变革,首席执行官的作用在很多方面发生了根本性的变化。But we have to be thoughtful because we’re not elected officials, and we’re not competent in everything.所以CEO应该涉及更多,但他们需要使用许多标准来确定何时参与。

一个是与业务相关的问题。因此,如果您是在格鲁吉亚,如Delta或Coca-Cola公司,那么格鲁吉亚的投票法与您有关。如果您在佐治亚州没有任何操作,也许它不太清楚。或者如果你是沃尔玛,枪支是一个真正的问题。如果你是,让我们说最好的购买,枪支不太问题。不如相关。

Then you have to be legitimate. Just being a CEO does not give you a God-provided right to speak on any matter. So a question would be, as with these bills, have you read the bill? And do you know something about voting rights and voting laws? I’m not saying it’s particularly complex, but if you’ve not read the bill, how can you comment?

真实性很重要

When Nike did their Colin Kaepernick commercial around him taking the knee, it was a good issue for them because they have a lot of black athletes, but it backfired a little bit because somebody said, “Show us your own internal actions on diversity and inclusion.” And at the time, like many companies, they had room for improvement.

然后你看看功效。你的行动是否会有所作为?对我来说,在投票权,我是一个新的公民,所以我对投票非常热衷,但只是发表声明,民主是重要的,它真的做了什么?这是国会的行动,需要发生。

重点是,企业可能会非常有影响 - 有时候。据最好的购买,当我在那里时,我们在一堆问题上得到了一堆问题,而我的继任者,Corie Barry正在继续这样做。对我们有效的是,这不仅仅是我做出决定。我有一个各种函数的过程,因为这些问题通常是多方面的。我们有了我们的标准和我们的过程,并导致我们做出更好的决定。对此进行深思熟虑很重要。

Hubert Joly

Former CEO of Best Buy @hubertjoly_

Hubert Joly is the former chairman and chief executive officer of Best Buy Co. He is now a senior lecturer at the Harvard Business School.

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