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Living Strategy: Putting People at the Heart of Corporate Purpose Hardcover – January 1, 2000
- Print length256 pages
- SpracheEnglisch
- PublisherFinancial Times Management
- Publication dateJanuary 1, 2000
- Dimensions6.25 x 1 x 9.5 inches
- ISBN-100273650157
- ISBN-13978-0273650157
Popular titles by this author
Editorial Reviews
Review
"A growing number of managers around the world have come to recognize that human capital is rapidly replacing physical and financial capital as the key source of competitive advantage. The challenge is to come to grips with the "how to"s" of linking their people strategy with their business strategy. Conceptually robust, yet highly practical, Professor Gratton"s book will be extremely useful in establishing this link."
Sumantra Ghoshal, Robert P. Bauman Professor of Strategic Leadership, London Business School
"Gratton"s thoughtful and creative work breathes life into the role of people in organizations. It helps executives clearly see why people matter and how to create organizations that accomplish both people and organizational goals. Gratton has been a thought leader in the people (HR) profession for years; this work now shows all managers how to better understand and use people. The book will become a classic for HR professionals and a toolkit for line managers."
David Ulrich, Professor of Business, University of Michigan
"This insightful book has been the publishing event of the last few months - and rightly so. .... It's rounded off with a workbook - this makes an already reasonably priced book into even better value. If you want to tap into the current thinking and breathe life and purpose into people development, then make sure that you grab a copy." Training Magazine
"How refreshing to discover a book with new answers on how to be successful, where you find the logic inescapably true. We have for too long attributed success to the skills of tech leader. Reading this book brings home how important it is to involve all the people in an organization." Knowledge Management
From the Back Cover
"People are our most important asset." "We are a knowledge-based company." "All we have is our people." These are statements that we hear ever more frequently from more and more companies. Yet too many of the people who populate our companies, the reality of organizational life is that people do not feel they are treated as the most important assets and they do not feel their knowledge is understood or used.
The only route to improved performance is by placing your human resource at the center of your strategic decision-making. Living Strategy shows you why and how to design strategies that have meaning and purpose for people, without whose commitment they remain drawings on the board-room wall chart. It argues that a new management agenda is crucial and shares the three tenets of human organizational behavior. The six-step Living Strategy journey guides the reader through the implementation of a strategy that will not only grow your organization but also create a business of which you can be proud.
For corporate strategy to live and work, people have to understand strategy, and strategy makers have to understand people.
In this ground-breaking book, Lynda Gratton shares for the first time the "why" and "how" of putting people at the heart of corporate strategy. If companies want to increase their business performance, they need to recognize and develop the soul of the organization: they need a Living Strategy.
About the Author
Lynda Gratton is Associate Professor of Organizational Behavior at the London Business School. She is responsible for the teaching of Human Resource Strategy to the School's MBA students, is Director of the Global Consortium Program and Research Director of The Leading Edge Research Initiative. During 1996 Lynda was responsible for developing and directing the Global Consortium Program, which is a development consortium of senior executives from ABB, BT, Lufthansa, SKF, Standard Chartered Bank and LG. This innovative program aims to increase participants skill in managing complex global businesses by taking participants to China, India and Europe to study global companies.
Lynda has a dynamic research portfolio, at the center of which is The Leading Edge Research Initiative which focuses on identifying and articulating how business strategy is developed through people. Since 1993 a series of in-depth studies of 8 large companies have resulted in increased understanding of this complex issue. The results of this research were published during 1996. Lynda's main field of interest is human resource strategy where she has published widely and is seen as one of the world's leading authorities. She consults actively to a number of multi-national companies including Nortel, Philips, BP, Hewlett Packard, GKN, United Technologies and BAT. Her focus is on helping senior executives consider the people implications of business strategy.
Before joining the London Business School in 1989 Lynda was Director of Human Resource Strategy at PA Consulting where she had responsibility for the world-wide HRS practice development. She is a trained psychologist with a doctorate in individual psychology and worked for some years with British Airways as an occupational psychologist. Lynda is married to a Danish architect and lives in central London with two children.
Excerpt. © Reprinted by permission. All rights reserved.
Preface
People are our most important asset. 'We are a knowledge-based company.' 'All we have is our people.'These are statements we hear more and more. Yet for many people the reality of life in an organization is that they do not feel they are treated as the most important asset, or that their knowledge is understood or used. The reality of working in contemporary organizations was starkly described in Human Resource Strategy; Corporate Rhetoric and Reality which I wrote with the Leading Edge research team. I came away from this research with three messages. First, that in many companies people do not feel inspired, engaged or free to voice their opinion. Second, that there has been no uniform progress in people management over the six years of the study. The longitudinal nature of the research captured clearly that people practices and attitudes are just as likely to deteriorate over time as they are to flourish. And finally, that there are profound differences between companies in both the behaviors, skills and attitudes of their employees and in the rigour and appropriateness of people policies and practices, and that these differences have a significant impact on the long-term health of the company.
This has raised some crucial questions in my mind which I have sought to understand and answer in my research and consulting. This book is the culmination of my thinking. It is based on four propositions:
1 there are fundamental differences between people as an asset and the traditional assets of finance or technology;
2 an understanding of these fundamental differences creates a whole new way of thinking and working in organizations, a shift in mind set;
3 business strategies can only be realized through people;
4 creating a strategic approach to people necessitates a strong dialogueacross the organization.
In essence, then, a new way of thinking and a new way of doing. A way of thinking that places the creation of meaning at its centre. A way of doing that builds a people strategy through visioning, through a deep understanding of reality, and through broad involvement of multi-functional task forces.
My aim is simple - to present an argument about why we need to think and act differently, and to provide a clear step-by-step guide to how we can make this happen. I believe that managers who follow these steps will significantly increase the performance of their business, and create organizations which have meaning and soul.
My journey began with my initial training as a psychologist. My doctoral study in 'Maslow's Hierarchy of Needs' attempted to understand the sources of motivation for people in organizations, and the factors which impacted on their motivation. I finished my dissertation greatly interested in the human side of organizations, with a profound belief that studies of organizations should work at the level of the individual in the organization. The experience also refined my position as a humanistic psychologist, with the belief that people have a soul and a spirit, that they are basically good rather than evil, and that they become engaged and inspired by their dreams. This humanistic perspective places the context as a critical part of the actualization, as Maslow called it, of human potential. As a committed humanistic psychologist, I joined British Airways for five years as one of their resident psychologists. Thus began my corporate life and with it a growing understanding of the challenges and the reality of day-to-day existence for employees throughout the organization. Seconded to the newly formed BA strategy team I worked with a group given the task of developing the policies and processes which began to change British Airways from a moribund public airline to the world-class company it is today.
After British Airways my understanding of corporate life grew when I joined PA Consulting Group, where I led the fledgling human resource strategy team. Again, I was seconded to the business strategy team, and we spent the next year developing an approach to strategy which held people at its core. There followed initial experimentation with business tools such as the risk matrix and forcefield analysis which are described in this book. These early attempts at creating a strategic approach to people were supported by a number of companies, in particular British Petroleum, the Prudential Insurance company, and Philips. In the case of Philips this support was to continue over more than a decade. I have chosen the work at Philips Lighting to illustrate how a strategic approach to people could be taken.
The experimentation with what was now termed human resource strategy continued when I joined the London Business School and engaged in people strategy development for a number of large international companies. Teaching and researching at the London Business School has been an enormously rewarding experience. From the outset I taught a course in human resource strategy to first-year MBA students. Many came to the school to increase their financial and strategic acumen as a prelude to joining a consultancy practice or banking. Like many managers they implicitly believed that financial capital is what really counts in corporations. After all, they would argue, it is obvious from the amount of space taken up in reporting the state of financial capital in any annual report. If human capital is really so important, they would continue, why do we know so little about it? A good point, and as I argue in this book, until that changes an interest in people will always remain simply the two-paragraph statement from the chief executive officer about the importance of people to the business. Working closely with successive groups of MBA students I have had to confront the rhetoric of people and create a personal philosophy about what we really mean. This personal philosophy is described in the three tenets which make up the first part of this book.
The industry experiences described in this book emerge from three sources - from my experience as a consultant to companies, as a member of the Leading Edge Research Consortium at the London Business School, and as a teaching faculty and director of the Global Business Consortium. The visioning and risk matrix work was developed over the past decade through working as a consultant with the senior teams of a number of companies including ABB, BAT, British Petroleum, BT, Northern Telecom, Philips, Unilever and Shell. During this time I was also privileged to work with a number of Shell strategists, in particular Arie de Geus and Jo Jawarski, both of whom reinforced my thinking about the human side of organizations.
My insights into the human side of the organization have been enormously enriched through the Leading Edge Research Consortium which I founded at the London Business School in 1992. Since that date we have collected in-depth data about the rhetoric and reality of people management in the payphones business of BT, Citibank, Glaxo Wellcome, Hewlett-Packard, Kraft Jacob Suchard (a Philip Morris business), Lloyds TSB and a National Health Service hospital. Using extensive survey data,interviews and focus groups, we have explored the human side of organizations. The mission of the research consortium was clear: to create a deep understanding of the reality of people management in contemporary organizations; to share this information, initially throughout the member companies of the research consortium and subsequently with a broader group; and to commit to a longitudinal study, so we could see how interventions played out over time.
The global forces operating in organizations have become ever more apparent. For four years my colleague Sumantra Ghoshal and I have directed and co-taught on the Global Business Consortium. Designed to explore the impact of the forces of globalization, the programme takes participants throughout Asia, South America and Europe. Since its inception we have seen the management teams of the consortium companies ABB, BT, Lufthansa, LG, Standard Chartered Bank and SKF facing up to the immense turbulence in their markets. I have become ever more convinced that the pulse of commitment, trust and inspiration must be the heartbeat of any company attempting to ride out these successive waves of turbulence.
Over the past 20 years I have developed a way of thinking about people in organizations and the central role played by dreams, hopes and aspirations. In this book I want to make the case forcibly that people really matter. I believe passionately that the reality in organizations falls well short of the rhetoric that 'people are our most important asset'. Until we face up to this gap, until we can stare reality in the face, and until we can care as much about feelings as about finance, we are doomed to create organizations which break the soul and spirit of those who are members, and which reduce rather than build human potential. In this book I make the case for the human side of the organization and how we can build processes within organizations which sustain the potential of people.
Product details
- Publisher : Financial Times Management; First Edition (January 1, 2000)
- Language : English
- Hardcover : 256 pages
- ISBN-10 : 0273650157
- ISBN-13 : 978-0273650157
- Item Weight : 1.46 pounds
- Dimensions : 6.25 x 1 x 9.5 inches
- Best Sellers Rank: #4,347,547 in Books (See Top 100 in Books)
- #2,854 in Management Science
- #4,994 in Company Business Profiles (Books)
- #10,482 in Human Resources & Personnel Management (Books)
- Customer Reviews:
About the author
Lynda Gratton is one of the foremost global thought-leaders on the future of work, named by ‘Business Thinkers 50’ as one of the top fifteen business thinkers and described as a ‘rock star’ teacher. Lynda is Professor of Management Practice at London Business School, where she received the ‘teacher of the year’ award and designed and directs ‘the future of work’ elective, one of the school’s most popular electives. Her research on hybrid work was featured as the cover article for Harvard Business Review in May 2021 and she explores issues of work in her MIT Sloan column. Over a decade ago Lynda founded HSM-Advisory, which has supported more than ninety companies around the world to future-proof their business strategy. Her eleven books, including Redesigning Work and The 100-Year Life, have sold over a million copies and been translated into more than fifteen languages.
Lynda serves as a Fellow of the World Economic Forum and co-chairs the WEF Council on Work, Wages and Job Creation. Lynda has sat on the advisory board of Japan’s Prime Minister Abe and serves on the advisory board of a number of global companies.
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In this context, Lynda Gratton firsty introduces the three tenets and the nine capabilities of new agenda as follows:
I. First tenet: we operate in time
* Past beliefs, hopes and commitments influence our current behavior: the 'memory of the past'.
* Current behavior is influenced by beliefs about what will happen in the future: the 'memory of the future'.
* Skills and knowledge take many years to develop.
* Human development progresses through a shared sequence.
* Attitudes and values are resistant to rapid change.
Capabilities:
1. Build visionary capabilities.
2. Develop scanning capabilities.
3. Create strategic capabilities.
II. Second tenet: we search for meaning
* We strive to interpret the clues and events around us, we actively engage with the world to seek a sense of meaning, to understand who we are and what we can contribute.
* Symbols, which may be events or artefacts are important in creating a sense of meaning.
* Over time groups of people create collective viewpoints, a sense of shared meaning.
Capabilities:
4. Develop diagnostic capabilities.
5. Create systemic capabilities.
6. Build adaptive capabilities.
III. Third tenet: we have a soul
* Each of us has a deep sense of personal identity of what we are, and of what we believe in.
* We can trust and feel inspired by our work-and when we do we are more creative.
* We can dream about possibilities and events.
* We can choose to give or withold our knowledge-depending on how we feel.
Capabilities:
7. Develop emotional capabilities.
8. Create trust-building capabilities.
9. Capability to build the psychological contract.
According to Lynda Gratton, to understand 'how' of putting people at the centre of corporate strategy, firstly we must understand 'why' this is crucial. Therefore, at the first stage she explores these tenets and capabilites as briefly mentioned above (more detailed discussion see Part II pp.25-94). At the next stage,to create a living strategy she developes a six-step process (build a guiding coalition, imagine the future, understand current capability and identify the gap, map the system, model the dynamics, and bridge into action) which goes from building commitment to moving into action (more detailed discussion see Part III pp.97-210). Finally, she presents a workbook to provide an opportunity to consider the philosophy and practice of a living strategy (see Part IV pp.213-229).
Highy recommended.
The least this book will do is serve as an eye-opener. Given what I came accross in companies, that by itself is already important. I have to agree with the author that very few companies understand the relationship between increases in revenue and employee emotions.
The approach the author presents for "tackling" this enormous task clearly has its advantages over "older" models of managing human resources. However, I recommend to complement this book with messages you'll find in Peter Block's "Flawless Consulting Fieldbook & Companion" and in David Cooperrider's "Appreciative Inquiry: Rethinking Human Organization". In these 2 books you'll find inspiration for better ways of implementing the path Lynda Gratton shows us. For that reason, my rating is limited to 4 stars. Still, you need to buy it to understand the "Why" of the path and to have an additional "drawing".
Anyway, start putting people at the heart of corporate purpose!
This review was written for the 7EQ.com Newsletter (Vol.4,n°4). Patrick Merlevede is co-author of "7 Steps to Emotional Intelligence"
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I would give 10 stars for this book and a million to Lynda Gratton.
Thiru