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&
Creating a people-centricCreating a people-centric
organisationorganisation
– the role of training– the role of training
WOLCE Oct 2001WOLCE Oct 2001
Angus Jenkinson,Angus Jenkinson, Chairman,
Stepping Stones Consultancy Ltd
& Patty Lyon,& Patty Lyon, Worldwide Chief
Knowledge Director, Ogilvy
&
Agenda and aimsAgenda and aims
• Sharing the OgilvyOne experience
• Creating the right culture for success
• Linking personal and business objectives
• Managing the development and training
&
TrufflesTruffles
• The aim of truffles is to support training of
people and ongoing management of their
work.
““We pursue knowledgeWe pursue knowledge
the way a pig pursuesthe way a pig pursues
truffles.truffles. David OgilvyDavid Ogilvy
&
OgilvyOne worldwideOgilvyOne worldwide
• Founded in 1972 by David Ogilvy
• US 2.8 billion dollars in billings
• 116 offices in 55 Countries in 70 Cities
• 4,500 employees including 1,500 interactive
specialists
• 12 clients served in 5 or more markets, the
number one in the world
• Ranked number 1 in many markets, almost
everywhere amongst the top 3
&
Stepping Stones partners with clients to
achieve more value for customers and
employees and the organisation.
• We develop skills and teams, facilitateWe develop skills and teams, facilitate
breakthrough or take responsibility forbreakthrough or take responsibility for
added value projects.added value projects.
• Ten years oldTen years old
• InnovativeInnovative
• CaringCaring
• EffectiveEffective
• EthicalEthical
• UK and global associatesUK and global associates
win-win-winwin-win-win
good for customersgood for customers
good for employeesgood for employees
good for the organisation.good for the organisation.
&
Customer OwnershipCustomer Ownership
Customer Ownership is the brand name of the
OgilvyOne proprietary knowledge and practice
system designed to support OgilvyOne in enabling
people to work smarter.
Facts:
• There are 2,305 knowledge objects on Truffles
• Documents vary from over 10,000 accesses to
those only accessed once
&
Knowledge team principlesKnowledge team principles
• Involving people from different offices so
there would be buy-in from those offices later
• Ensuring that there was involvement and
participation by some of the best minds in the
network
• Getting a spirit of ownership in everything
that happened
• Training does not just happen from a centre
but also can happen by people training each
other across the organisation network
&
12 principles to share12 principles to share
• Interaction is always better one to one
• VIPs must sustain responsibility
• “Grass Tops” alone never make it
• Practicality matters
• Be like oysters
• Every system needs planning and overhauls
• Discovery online is individual
• Measure success
• Visuals are a universal language
• Workflow is the game of entry, learning path raises the
bar
• Language cements community
• Fun matters
&
Interaction is always better one to oneInteraction is always better one to one
• Face to face is importantFace to face is important
• PersonalisePersonalise
• Create relevanceCreate relevance
• Meet all needsMeet all needs
&
VIPs cannot escape responsibilityVIPs cannot escape responsibility
• Take it from the topTake it from the top
• Stay the course on strategy: Adoption isStay the course on strategy: Adoption is
geometricgeometric
• One breakthrough can pay for itOne breakthrough can pay for it
• Leaders need to leadLeaders need to lead
&
““Grass Tops” alone never make itGrass Tops” alone never make it
- it needs “Grass Roots”- it needs “Grass Roots”
• The value of the heavy user!The value of the heavy user!
• Show recognitionShow recognition
• Think global, act localThink global, act local
&
Practicality matters -Practicality matters - training in everythingtraining in everything
important related to the jobimportant related to the job
• Cases
• Theory
• Tools
• Discussion Papers and Think Pieces
• Discussion areas where people can exchange views
• Electronic copies of articles from major journals such
as the Harvard Business Review and the Interactive
Journal
• Speeches
• Sales presentations made to clients
• Examples of work
• And most importantly the best of creative material that
has been done with clients around the world.
&
Be like oystersBe like oysters
Surround yourself with people who make youSurround yourself with people who make you
into a geminto a gem
&
Every System needs regular overhaulsEvery System needs regular overhauls
and good planningand good planning
• Implementing improvements and
enhancements takes a lot of planning and
communication. Take the launch of
Essentials…
Learning Linked to What’s New
&
Discovery Online is individual andDiscovery Online is individual and
unpredictableunpredictable
• Moments of Discovery are different for
everybody
&
Impressions countImpressions count
• First visitFirst visit
• Visuals are a universal languageVisuals are a universal language
• Design and QADesign and QA
• ListenListen
&
Measure successMeasure success
• Success needs measurement to make the
business case for the future
© OgilvyOne Worldwide
0
2
4
6
8
10
Brand Impact
Financials
BusinessStrength
Acquisition
Behavioural Loyalty
Customer Experience
Site Health
Customer Knowledge
• Modular approach
• Mix of measured/estimated metrics
• Key development stages compared
• Flexible, practical and pragmatic
EE--valuate: 360 Degree Measurementvaluate: 360 Degree Measurement
&
Workflow is the game of entry: learningWorkflow is the game of entry: learning
path raises the barpath raises the bar
• Truffles as a training path aims to contribute
at least two levels:
– It aims to provide tools and techniques that enable
people to do what they are doing more efficiently
– It enables people to think more effectively and
therefore operate more effectively in what they do
&
Language cements communityLanguage cements community
• A knowledge management system can help
users to speak the language or organisation
jargon
• Shared language relates to shared ideas
&
Fun mattersFun matters
• Joy through learning and developmentJoy through learning and development
matters, but so does fun.matters, but so does fun.
• We create interesting areas of the web siteWe create interesting areas of the web site
• We surround the Truffles system withWe surround the Truffles system with
activities to add funactivities to add fun
• The Truffles logo, our pig, exemplifies theThe Truffles logo, our pig, exemplifies the
principleprinciple
&
ConclusionConclusion
• New learning still amounts to a sharing of
knowledge between people
• Individuals have to take responsibility for
their own learning and knowledge
• People have to take their own initiative and
responsibility
• Learning responds to the enthusiasm of the
individual
• Enthusiasm needs infrastructural support
“A very few dedicated people can make a very
big difference”
&
For further informationFor further information
Angus Jenkinson
Chairman, Stepping Stones Consultancy Ltd
FREEPOST STEPPING STONES
Tel +44 1933 226888
angus@stepping-stones.org
Patty Lyon
Worldwide Chief Knowledge Director, Ogilvy
Tel +1 212 237 6695
patty.lyon@ogilvy.com

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Creating a people-centric org final

  • 1. & Creating a people-centricCreating a people-centric organisationorganisation – the role of training– the role of training WOLCE Oct 2001WOLCE Oct 2001 Angus Jenkinson,Angus Jenkinson, Chairman, Stepping Stones Consultancy Ltd & Patty Lyon,& Patty Lyon, Worldwide Chief Knowledge Director, Ogilvy
  • 2. & Agenda and aimsAgenda and aims • Sharing the OgilvyOne experience • Creating the right culture for success • Linking personal and business objectives • Managing the development and training
  • 3. & TrufflesTruffles • The aim of truffles is to support training of people and ongoing management of their work. ““We pursue knowledgeWe pursue knowledge the way a pig pursuesthe way a pig pursues truffles.truffles. David OgilvyDavid Ogilvy
  • 4. & OgilvyOne worldwideOgilvyOne worldwide • Founded in 1972 by David Ogilvy • US 2.8 billion dollars in billings • 116 offices in 55 Countries in 70 Cities • 4,500 employees including 1,500 interactive specialists • 12 clients served in 5 or more markets, the number one in the world • Ranked number 1 in many markets, almost everywhere amongst the top 3
  • 5. & Stepping Stones partners with clients to achieve more value for customers and employees and the organisation. • We develop skills and teams, facilitateWe develop skills and teams, facilitate breakthrough or take responsibility forbreakthrough or take responsibility for added value projects.added value projects. • Ten years oldTen years old • InnovativeInnovative • CaringCaring • EffectiveEffective • EthicalEthical • UK and global associatesUK and global associates win-win-winwin-win-win good for customersgood for customers good for employeesgood for employees good for the organisation.good for the organisation.
  • 6. & Customer OwnershipCustomer Ownership Customer Ownership is the brand name of the OgilvyOne proprietary knowledge and practice system designed to support OgilvyOne in enabling people to work smarter. Facts: • There are 2,305 knowledge objects on Truffles • Documents vary from over 10,000 accesses to those only accessed once
  • 7. & Knowledge team principlesKnowledge team principles • Involving people from different offices so there would be buy-in from those offices later • Ensuring that there was involvement and participation by some of the best minds in the network • Getting a spirit of ownership in everything that happened • Training does not just happen from a centre but also can happen by people training each other across the organisation network
  • 8. & 12 principles to share12 principles to share • Interaction is always better one to one • VIPs must sustain responsibility • “Grass Tops” alone never make it • Practicality matters • Be like oysters • Every system needs planning and overhauls • Discovery online is individual • Measure success • Visuals are a universal language • Workflow is the game of entry, learning path raises the bar • Language cements community • Fun matters
  • 9. & Interaction is always better one to oneInteraction is always better one to one • Face to face is importantFace to face is important • PersonalisePersonalise • Create relevanceCreate relevance • Meet all needsMeet all needs
  • 10. & VIPs cannot escape responsibilityVIPs cannot escape responsibility • Take it from the topTake it from the top • Stay the course on strategy: Adoption isStay the course on strategy: Adoption is geometricgeometric • One breakthrough can pay for itOne breakthrough can pay for it • Leaders need to leadLeaders need to lead
  • 11. & ““Grass Tops” alone never make itGrass Tops” alone never make it - it needs “Grass Roots”- it needs “Grass Roots” • The value of the heavy user!The value of the heavy user! • Show recognitionShow recognition • Think global, act localThink global, act local
  • 12. & Practicality matters -Practicality matters - training in everythingtraining in everything important related to the jobimportant related to the job • Cases • Theory • Tools • Discussion Papers and Think Pieces • Discussion areas where people can exchange views • Electronic copies of articles from major journals such as the Harvard Business Review and the Interactive Journal • Speeches • Sales presentations made to clients • Examples of work • And most importantly the best of creative material that has been done with clients around the world.
  • 13. & Be like oystersBe like oysters Surround yourself with people who make youSurround yourself with people who make you into a geminto a gem
  • 14. & Every System needs regular overhaulsEvery System needs regular overhauls and good planningand good planning • Implementing improvements and enhancements takes a lot of planning and communication. Take the launch of Essentials… Learning Linked to What’s New
  • 15. & Discovery Online is individual andDiscovery Online is individual and unpredictableunpredictable • Moments of Discovery are different for everybody
  • 16. & Impressions countImpressions count • First visitFirst visit • Visuals are a universal languageVisuals are a universal language • Design and QADesign and QA • ListenListen
  • 17. & Measure successMeasure success • Success needs measurement to make the business case for the future © OgilvyOne Worldwide 0 2 4 6 8 10 Brand Impact Financials BusinessStrength Acquisition Behavioural Loyalty Customer Experience Site Health Customer Knowledge • Modular approach • Mix of measured/estimated metrics • Key development stages compared • Flexible, practical and pragmatic EE--valuate: 360 Degree Measurementvaluate: 360 Degree Measurement
  • 18. & Workflow is the game of entry: learningWorkflow is the game of entry: learning path raises the barpath raises the bar • Truffles as a training path aims to contribute at least two levels: – It aims to provide tools and techniques that enable people to do what they are doing more efficiently – It enables people to think more effectively and therefore operate more effectively in what they do
  • 19. & Language cements communityLanguage cements community • A knowledge management system can help users to speak the language or organisation jargon • Shared language relates to shared ideas
  • 20. & Fun mattersFun matters • Joy through learning and developmentJoy through learning and development matters, but so does fun.matters, but so does fun. • We create interesting areas of the web siteWe create interesting areas of the web site • We surround the Truffles system withWe surround the Truffles system with activities to add funactivities to add fun • The Truffles logo, our pig, exemplifies theThe Truffles logo, our pig, exemplifies the principleprinciple
  • 21. & ConclusionConclusion • New learning still amounts to a sharing of knowledge between people • Individuals have to take responsibility for their own learning and knowledge • People have to take their own initiative and responsibility • Learning responds to the enthusiasm of the individual • Enthusiasm needs infrastructural support “A very few dedicated people can make a very big difference”
  • 22. & For further informationFor further information Angus Jenkinson Chairman, Stepping Stones Consultancy Ltd FREEPOST STEPPING STONES Tel +44 1933 226888 angus@stepping-stones.org Patty Lyon Worldwide Chief Knowledge Director, Ogilvy Tel +1 212 237 6695 patty.lyon@ogilvy.com