Fall Conference: Six Steps To Success For Businesses - InformationWeek
IoT
IoT
Business & Finance
News
9/22/2003
10:33 AM
Connect Directly
Google+
LinkedIn
Twitter
RSS
E-Mail
50%
50%

Fall Conference: Six Steps To Success For Businesses

Bran Ferren, chief creative officer and co-chairman of Applied Minds, told the InformationWeek Conference that there are a half-dozen elements companies will have to master to succeed in the future.

Bran Ferren, chief creative officer and co-chairman of Applied Minds Inc. and former executive VP of creative technology and R&D for the Walt Disney Co., laid out the six elements he believes companies will need to master to succeed in the future. He made his remarks during a Sunday keynote speech at InformationWeek's Fall Conference.

  • Vision: A vision should explain what a company will do to change people's lives. For it to motivate people inside and outside the company, it needs to be deeply believed and simple. "One sentence, maybe two, or one long, compound, run-on sentence. If you have a three-page vision statement, you don't have a vision," Ferren says.
  • Talent: Figure out the different factors necessary to attract and retain different types of people, he says. And make sure creative people are among the employees you're attracting and retaining.
  • Trust: Getting this among employees and customers takes daily work, since the forces of business pull away from this. "This doesn't happen as a general part of a business process," he says.
  • Storytelling: This is the essential core of Disney's business. But Ferren contends that every business has to be skilled at telling its customers and employees how it's improving people's lives.
  • Complexity: "The world's too complex for anyone to understand everything they need to about their own profession, let alone anyone else's," he says. That means decision makers will never have even close to all the information they need--so they better have a clear vision to guide them through the uncertainty.
  • Education: "Children are our future, and they're also your future customer base," Ferren says. He contends that the Internet will be pivotal to future education efforts, which makes it critical that schools get better technology. "The most advanced technology in some of our inner-city schools is the metal-detector that frisks them on the way in," he says. The Internet won't replace teachers or librarians. But students will increasingly live in networks of their peers without regard for geography, and they'll expect their teachers to be able to relate to that. Says Ferren, "The Internet amplifies teachers' abilities to tell stories, and to capture the imagination of their students."
  • We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
    Comment  | 
    Print  | 
    More Insights
    Comments
    Newest First  |  Oldest First  |  Threaded View
    2017 State of IT Report
    2017 State of IT Report
    In today's technology-driven world, "innovation" has become a basic expectation. IT leaders are tasked with making technical magic, improving customer experience, and boosting the bottom line -- yet often without any increase to the IT budget. How are organizations striking the balance between new initiatives and cost control? Download our report to learn about the biggest challenges and how savvy IT executives are overcoming them.
    Register for InformationWeek Newsletters
    White Papers
    Current Issue
    Top IT Trends for 2018
    As we enter a new year of technology planning, find out about the hot technologies organizations are using to advance their businesses and where the experts say IT is heading.
    Video
    Slideshows
    Twitter Feed
    Sponsored Live Streaming Video
    Everything You've Been Told About Mobility Is Wrong
    Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
    Flash Poll