At the Google Zeitgeist conference this September I interviewed Best Buy CEO Brad Anderson about his efforts to accelerate the company’s growth strategies through the use of social media. We often think of social networks, wikis and the like as impacting only marketing or the media, but Best Buy is a great example of how they can fundamentally transform the enterprise and the art of management. And in so doing unleash new productivity, creativity and a smarter customer experience. I think Best Buy is a leading indicator what businesses will start to look like in the near future, which is why I found Anderson's insights so relevant.
I’ve been fortunate to have a front row seat to many of these developments: our company, The Conversation Group, has worked closely with Best Buy’s VP of Internet Strategy Michele Azar over the last year on implementing some of these changes and fostering an open, collaborative approach to partners, employees, customers and developers. The talk with Brad opened with a short video highlighting much of what Best Buy has been up to: click on the player below to view my entire conversation with Brad Anderson, starting with “the company as Wiki.”
Best Buy CEO Brad Anderson in conversation with Peter Hirshberg at Google Zeitgeist from peter hirshberg on Vimeo.
I first asked Anderson how a company that grew up in the distribution and product availability world came to adopt social networks, predictive markets, and an open approach to innovation and cooperation. Traditionally, we associate companies like this with classic top-down management approaches. Brad points out that as their business challenge shifted from simply distributing product to insuring customer delight under countless usage scenarios, only a method that tapped the wisdom of everybody made sense.
click here to view
Flips The Role Of Leadership
Next we discussed the impact all this had on traditional management and managers. Brad told me that it “absolutely flips the role leadership” since great ideas often come from the edge, not the brass. And, all this “ can be murder on middle management”
click here for Brad's comments
The Perfect Storm
One reason Best Buy provides insight into management to come is the perfect storm of a workforce and business challenge faced by Best Buy. The company has 170,000 employees, most of them of the under 30 net-generation that grew up with collaborative technology. They go to work every day solving technology problems for customers, where they are all potential experts. In retail, Brad told me, “You are exactly as motivated to deliver service as you feel like you are engaged in the work… so if you can create your job, you’re a lot better off!”
click here for Brad's comments
Marketplaces
Next we discussed some specific projects: the “Loop Marketplace” which replaces the suggestion box with a market where employees can submit and share ideas…and often get them funded. And a prediction market (like a stock market simulation) that was dead-on in predicating Christmas sales because, “It reveals insights in the system that aren’t captured by the hierarchy.”
click here for this part of the conversation
Blue Shirt Nation: The Best Buy Social Network
Here we discuss Blue Shirt Nation…the employee social network which was build by Steve Bendt and Gary Koelling in the advertising department to garner customer insight from employees. But from the moment it was turned on it was clear that employees would call the shots on this system and define how it would be used.
Click here for brad's comments
Self Organizing Work
One of the most dramatic examples of using a social network like Blue Shirt Nation to surface employee talents and enthusiasm is the case of The Employee Tooklit. When the IT system that employees used in store was getting tired and old, six employees (who turned out to be very talented computer geeks and coders) came to corporate and rewrote the system themselves in six week for a couple hundred thousand dollars (spent on pizza, coke, and hotel rooms.) All to the astonishment of the company’s IT consultant who said the project should cost $6,000,000 and take the better part of a year. Talk about unearthing hidden talent and creating new career paths for your employees!
Chick here as Brad discusses the Employee Toolkit
Brad talks about the fact that when you start using social technology to connect employees, everyone become a lot more aware of each individuals talents and stories. And this can lead to a lot more productivity and creativity. This has become something of a mantra at the company, under the mantle of I Am Best Buy. This thinking is beginning to affect strategy company wide. For example, this year's Holiday TV campaign is all about the highlighting the individual stories of Best Buy employees. It was shot by documentary film maker Errol Morris and blogged about here by Best Buy CMO Barry Judge. This is a direct example of how the "Company as Wiki" thinking is impacting the company's brand. By making the brand a lot more about people, it opens up up avenues for more social marketing in the future.
This theme of using the social network to tap unexpected employee talents shows up repeatedly. When employee participation in the company’s 401k plan was sub par, it was the employees themselves who took on the problem in a way that an HR department never could.
Click here for the the Case of The 410k Program
This has all lead to half the employee turnover Best Buy used to experience, and its also highlighted the importance of culture and values in management. In the days of top-down command and control, you could get away with telling employees what to do via procedures. When so many employees are collaborating, creating content, and inventing things only a shared culture to can deliver aligned behavior. Now, corporate values serve as boundaries and management tools the way process used to.
Brad's observations here
Mobile and The Customer Experience
The same activities that are being used internally, are now driving external customer experience, growth, and revenue generating activities. Best Buy employee Ben Hedrington articulates how the company's mobile strategy might evolve, and Brad comments on why Best Buy is increasingly in the customer experience business.
View the conversation here
Brad observed that while Best Buy is just at the beginning of deploying systems that tap the networked wisdom of its people, this is clearly one of the most powerful growth strategies he's ever encountered. The collective knowledge of customers, suppliers, and employees can lead to both a more informed customer support and relationship experience, as well as a better retail experience. The company initially grew by opening several thousand stores. Now there is the opportunity to open thousands of virtual stores, tapping the experiences, networks, and insights of its many people.
As we wrapped up, I showed brad a clip an employee at the Best Buy call center as she used Twitter to monitor the lousy experience a customer was having at a competitor, and how Best Buy intervened. Brad talks about the future and about how much more fun and productive enterprises will become as they move from top down, command and control to actually tapping the capabilities and networks of employees and customers.
Watch here
In spending time with Best Buy over the last year, its been interesting to watch how consciously they've been wrestling with the meaning and impact of collaborative technologies. They've realized that the best ideas bubble up, emergently.So management doesn't dictate what's gonna work, it has to listen for it. And then nurture it. There is also a darwinian aspect to all this: Best Buy has allowed for a large number of experiments to happen and then resources the ones that work. Not quite ever having enough resources forces collaboration between the various teams working on projects as they need to come together in a broader strategy. And the CEO himself has been recognizing and highlighting this success, which creates a culture if innovation even in a company facing the incredible challenges of today's retail environment.
Brad is an incredible exec, one of the most common, every day types I've ever met. Had the pleasure of being a member of the small team that took BBY online in 99/00 and Brad was instrumental in supporting and blowing any and all blockages. And, he's very competitive in a subtle way.
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This email is about two NYC artists that were put on trial in a NYC court without their knowledge by the tv network NBC and a NYC judge because former NBC CEO Jeff Zucker and Tim Kring of the American tv show " Heroes" were so desperate for ratings and hit tv shows, that NBC representatives are attending artists film screenings, art exhibits etc... to steal the artist copyrighted intellectual property to create content for NBC like the failed NBC TV Show "Heroes."
( Google ENJAI EELE or "MALLERY VS NBCU" to read more).
The lawsuit " Mallery vs NBCUl" which recently went before The Supreme Court is a great example of this fact.
Fraud? How about NBC employee Tim Kring doing an admission of guilt while the lawsuit "MALLERY VS NBCU" was before a NYC judge for copyright infringement.
Tim Kring did an admission of guilt in the media at:
http://blog.the-eg.com/2007/12/04/tim-kring
Where Tim Kring states: "In Hollywood they say if Hitler wrote a great screenplay they'd send a limo to the airport to pick him up... Great creativity comes from everywhere, I was flubbed (before) and I didn't just want a show on the air, I wanted something big, bold and wanted to prove them wrong. Only problem was I didn't have an idea, so I was just left angry and worried about it... I lied and cheated and schemed and manipulated all the way through the idiocy that is the notes process when you do this, was able to push the production through relatively unscathed and in the form that it would work in.
That's how Heroes got on the air. It's not the most original idea in the world, you build and borrow. Just put these pieces together in the right way, at the right time, and on the right network".
Tim Kring didn't stop there.....
at http://www.fastcompany.com/magazine/125/rebel-alliance.html written by David Kushner April 11, 2008 Tim Kring also stated to the media:" We are literally making up the parameters of the intellectual property that will take the networks into the next generation. We're the beta-testing ground. It's a wild west: There are no rules. Just take something and go try it".
Question: Why is Tim Kring " making up the parameter" of something that's already set?
The NYC artist that can paint the future on large canvas which was featured on "Heroes" is a original copyrighted character named "Idai Markus" based on a real life Luba divination artist named Enjai Eele.
Eele and his Twin Amnau Eele were first written about by arts editor Danny Simmons and writer Quashell Curtis in Russell Simmons "One World Magazine" July 2001 and The NY Daily News by Daily Beast and NY Magazine editor Lloyd Grove on August 5, 2004 article titled: "Future Tribeca Stars"?
The "One World" magazine and NY Daily News articles led to "The Twins" as we are known in the NYC art world to being invited to screen our 15 minute short film "The Letter" starring Robert Deniro , our Luba divination art on September 11,2001, our Luba divination art on the storms Katrina and Rita and our script/novel titled "The Twins: Journey Of The Soul " on the fictional character "Idai Markus the artist that can paint the future on large canvas before it happens" to the students in the art dept at Hunter College NYC April 2005 which was attended by NBC representatives like Bryan Fuller.
NBC claimed in court that they heard about our Hunter College show on the Associated Press and by September 2006 our Luba divination art, characters, concepts etc... were on the tv show " Heroes" as the number one show in America with a growing worldwide audience of over 45 million viewers.
Idai Markus the drug free NYC African-American artist that could paint the future on large canvas became Isaac Mendez the NYC Latino artist that could paint the future on large canvas , but only after he shot up drugs.
We filed a copyright infringement and defamation lawsuit against NBC in March 2007.
NBC then killed off the" artist that could paint the future with a dope problem" sending the fans into a rage,
Tim Kring became angry and called the show's few fans that were left "saps and Dip-shits for not watching and the rest of this tragic copyright crime is in the plaintiffs Supreme Court Cert in Washington, D.C.
NOTE: Why was the plaintiffs work so valuable to NBC?
Because the plaintiff, Luba Divination Artist Enjai Eele divined, painted and copyrighted before September 11, 2001 a "Luba Memory Board"(36x 48 inches, oil on canvas) titled: "The Atta Page" which depicted two planes crashing into the twin towers in NYC on 9-11 and the message that:
" A man named Atta will attack the twin towers on September 11 because there are 9 letters in the word Manhattan and 11 letters in the name Mohamed Atta and the name ATTA is in the word manh-ATTA-n and whenever the world look at the word manhATTAn, the world will always remember the name ATTA and what ATTA did to the twin towers and manh-ATTA-n on 9-11-01". copyright Eele 2001
Note: The Atta Page is the only painting of it's type worldwide.
The plaintiffs last art exhibition before the NBC lawsuit was at Danny Simmons "Rush Art Gallery" in NYC curated by Danny Simmons and hosted by Derrick Adams.
Note: Eele's painting ( A Luba Memory Board) of a terrorist blowing up a truck in Times Square NYC has been sitting in a NYC court since March 2007 in the lawsuit "MALLERY VS NBCU".
Eele's painting was right, because the terrorist tried to blow up a truck in Times Square NYC in 2010.
The terrorist is now on trial in a NYC court.
Jeff Zucker and Tim Kring took Eele's original copyrighted IP and made billions of dollars with it without Eele's permission.
NBC even used our great-great grandfather's symbol that was used by him to survive the trans-atlantic slave trade that landed him on a plantation in the deep south .
His symbol was used on the tv show "Heroes" and to show NBC executives where to park their cars in the L.A. California NBC parking lot.
Tim Kring had no problem accepting a Golden globe nomination and a NAACP image award for someone else's IP
Extortion, perjury, wire fraud,and many other crimes have been comitted in this lawsuit by NBC and Tim Kring.
We're not afraid of NBC and we are not going to stop until they pay for what they did un-lawfully with our copyrighted IP.
Our human and civil rights have been totally violated in this lawsuit and this lawsuit will prove that NBCU is nothing more than a greedy racist organized crime hate group that traffics in stolen copyrighted IP.
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