CFA Podcast: Personal Brand and Skills Assessment

This CFA Institute podcast entitled "Personal Brand and Skills Assessment" defines personal brand and delves into the relevance of brand to personal and professional success in organizations.

The key takeaway is this:  whether you manage it or not, you have a personal brand.  Others make assumptions about you based on their experiences with you and with your work/impact.  Greater awareness of this can lead to greater career success.

Sun Tzu for Execution: How to Use the Art of War to Get Results

When I'm reading, I like to highlight passages and important nuggets of information that might be interesting or helpful to read again in the future. It directs the eyes and helps me maximize my reading based on my learning style.

At the end of Sun Tzu for Execution: How to use The Art of War to Get Results, by Steven W. Michaelson, I noticed that a great deal of the text had been underlined, something on just about every page.

UBS Dress

UBS, the swiss financial services firm, has recently made headlines with a dress code.  Today it's merely a five-office pilot program, but might be rolled out to all Switzerland if successful.  If you would like to read more, check out Huffington Post, Third Age, The Wall Street Journal, Styleite, or Clusterstock (a personal favorite).

The guide is consistent with UBS culture and brand, and many make sense for anyone wishing to present themselves well to others.  Here are a few paraphrased tips from the guide:

Communication Timing

Scenario 1:  Driving down the interstate on a recent evening, I notice a car in front of me with a right turn signal on. I assume the driver will be taking the next exit. We pass one exit, then another. Since the vehicle is in the right lane, I assume the driver has inadvertently left the signal on, perhaps after changing lanes. After several miles, the vehicle turns on the third exit as the signal is extinguished. It's almost a surprise to see the vehicle take the exit.

Scenario 2:  A new information system is being rolled out across an enterprise. In January the project team launches a robust communication strategy that touches all employees, sharing the benefits of the new system and what to expect. During the last week of the first quarter, a small group of key stakeholders receive a brief email stating a new go-live date in the third quarter. The communications to all employees continue with the same focus on the benefits of the new system and what to expect. In the fourth quarter the system goes live. Adoption of the new information system is abysmal. The project team discovers that several groups in the business have created their own siloed solutions, and there is no appetite to convert to the new system.

Both scenarios share a lesson about communications: timing is everything.

Just Like Me

Are we really all the same?

There is a great deal of interest in behavioral research over the past several years, and the energy around the topic hasn't waned. From pop psychology books to academic studies of leadership, there is renewed interest in what makes people behave the way they do. To research these differences, large samples are often taken from across several companies and disciplines – this ensures the data is statistically relevant to a larger population.

This practice alone surfaces an implicit assumption that shared behavioral traits exist within certain functions and organizations.

During a guided visit to a busy trading floor, the people there were described as pampered, very hardworking, and compensation driven. A recent stop at a financial advisory office struck me because every person dressed alike, and had shared vocal intonations, mannerisms, and gait. At a recent nonprofit gathering, the similarities in personality were absolutely striking. At a funeral I attended a few years ago, someone looked at my pin-striped suit, cuff-links, and polished shoes and said “oh, you must be a banker” - which I was.

Every day we are able to function more efficiently by thin-slicing parts of our world (nod to Gladwell's book Blink), ascribing characteristics to particular people and things based on our prior experiences with similar people and things. We know that, generally speaking, similar people have similar traits.

Think about these statements, one by one. Likely an image will form in your mind as to characteristics of the people.

• He's a boxer


• She's a ballerina


• He's an administrative assistant


• She's a president

Is it valid to think this way?

Dell and the margin

Computer maker Dell (DELL) released 2009 year end and quarterly earnings yesterday. Cash flow from operations increased 106% YOY (that's year-over-year) and the cash conversion cycle improved from -25 days last year to -36 days. On top of that, free cash flow and cash on hand are both on the rise.

So why did the stock price drop 6.65% right after the release?

Marketing Mix: 4P Model (a.k.a.,"Marketing 101")

In large swaths of the US, the word "marketer" is synonymous with "Business Development," "Sales," or "Advertising."  This is especially true in the SMB (small- and medium-sized business) space, where there is often one person or department wearing all of these hats at once.

At it's purest, the textbook definition is pretty broad.  Stuart & Solomon in Marketing:  Real People, Real Choices define marketing as "the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational changes."  It's big, broad, and deep.

Back in the 1960s a Harvard professor named Neil Borden wrote an article called "The Concept of the Marketing Mix" in a Journal called Science in Marketing.  Soon after, he started sharing the idea in his marketing classes at HBS.  The ideas are simple and straightforward, and the academic marketing community hasn't come up with a better model since.

Extension

First there was Coca-Cola.

Then there was Coca-Cola and Diet Coke.

Then there was Coca-Cola, Diet Coke, and Cherry Coke...and Coke Vanilla...and Coke zero...and...and....

Marketers call this “extension,” and the idea is that consumers will try the new product because it's related to the old in some way.