Upload
norsk-kommunikasjonsforening
View
717
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
AB Volvo The Volvo WayAA 13200, VGHQ, ChN
1 2012-03-29
Building a new vision and cohesive culture
Charlie NordblomSenior Vice President Volvo GroupStrategic Internal Communications
The Volvo Way
AB Volvo The Volvo WayAA 13200, VGHQ, ChN
2 2012-03-29
The challenges
• Re-design corporate culture
• Remove old vision and wanted
position
• Take “Volvo Way” approach when
designing new vision & mission
• Prepare transition for new CEO
Charting the course
AB Volvo The Volvo WayAA 13200, VGHQ, ChN
3 2012-03-29
Recipe for success
“The Volvo Way shows what we stand for and
aspire to be in the future. It lays the foundation
for developing the Volvo Group into the world’s
leading provider of commercial transport
solutions. It is a recipe for success in which we
strongly believe. It expresses the culture,
behaviors and values shared across the Volvo
Group.”
The Volvo Way
What we stand for
AB Volvo The Volvo WayAA 13200, VGHQ, ChN
4 2012-03-29
Shared values
“Our culture is how we work together with
energy, passion and respect for the individual.
It is about involvement, open dialogue and
feedback. It is about teamwork, diversity, and
leadership. It is how we build trust, focus on
customers and drive change.”
The Volvo WayOpen dialogue
AB Volvo The Volvo WayAA 13200, VGHQ, ChN
5 2012-03-29
Cohesive culture
“We endeavor to create a cohesive culture
throughout all Volvo Group companies. This
is a culture of enablement, based on global
principles and shared values outlined in The
Volvo Way. Active development towards
realizing The Volvo Way spirit and culture is
the backbone of all operations.”
The Volvo Way
Cohesive culture
AB Volvo The Volvo WayAA 13200, VGHQ, ChN
6 2012-03-29
Unique for Volvo Group
“To be involved and empowered in set-
ting the direction means that we take
individual responsibility and ownership
for decisions. This employee engagement
results in a strong sense of commitment
to meet agreed objectives and goals. All
of us feel accountable for driving change
and building the future. Only engaged
employees can deliver excellence.”
The Volvo Way
Setting the direction
AB Volvo The Volvo Way950, VGHQ, ChN
7 2012-03-29
AB Volvo The Volvo Way
Companies get lost too
950, VGHQ, ChN
8 2012-03-29
AB Volvo The Volvo Way950, VGHQ, ChN
9 2012-03-29
”We are responsible…”
Robert Wood Johnson
AB Volvo The Volvo Way
Clear and compelling
Vision should outline:
• Who are we? Why do we exist?
• What do we want to become?
• What is unique about our way of
doing things?
• Review mission statement
• Validate draft wanted position
AA 13200 VGHQ, ChN
10 2012-03-29
Vision of the future
AB Volvo The Volvo Way
Next generation leaders
• Reach out to high-potentials and
future leaders
• Focus on new home markets and
old
AA 13200, VGHQ, ChN
11 2012-03-29
Future leaders
AB Volvo The Volvo Way
156 young leaders in seven countries
AA 13200, VGHQ, ChN
12 2012-03-29
AB Volvo The Volvo Way
Next generation leaders
• Reach out to high-potentials and
future leaders
• Focus on new home markets and
old
• Discovery journey based on
three future scenarios
• Collective learning
AA 13200, VGHQ, ChN
13 2012-03-29
AB Volvo The Volvo WayAA 13200 VGHQ ChN
14
Asia rules A multi-polar world
The green (r)evolution
AB Volvo The Volvo WayAA 13200 VGHQ ChN
2010-12
Process
Green (r)evolution
Asian development
Multi-polar world
India
Sweden
France
USA
Brazil
China
Japan
• Create and capture different keywords
• Select most important within your scenario
• Craft vision sentence with most important keywords
• Relay of previous vision sentence to next team
AB Volvo The Volvo Way16
2010-12
SINGLE LOOP
DOUBLE LOOP
THIRD LOOP
PrinciplesVision
What we are
and want to be
Results
What we achieve
RulesTools
What we must
and can do
InsightsValues
What we know
and understand
Behavior
What we do
Inspired by: Swieringa & Wierdsma, 1992 and Looop AB
Collective learning
AB Volvo The Volvo Way
Speak to power
AA 13200, VGHQ, ChN
17 2012-03-29
• Frank recommendations
• Challenging observation
• Compelling conclusions
• Unedited and uncensored
• On the CEO’s desk within 24 hrs
AB Volvo The Volvo WayAA 13200 VGHQ ChN
2010-12
. . . . .
. . . . .
. . . . .
Technology
Environment
Position Offering
Value adds
Employees
Culture
Society
Priority – unique attributes
Key differentiators – most important
Secondary – important but not unique
Price of entry – hygiene or standard
Funnel for selection
AB Volvo The Volvo Way
Volvo Group’s vision and mission
AA 13200, VGHQ, ChN
19 2012-03-29
The Volvo Group's vision is to become the world leader in sustainable transport solutions by:
• creating value for customers in selected segments
• pioneering products and services for the transport and infrastructure industries
• driving quality, safety and environmental care
• working with energy, passion and respect for the individual.
New vision & mission
AB Volvo The Volvo Way
Volvo Group’s vision and mission
AA 13200, VGHQ, ChN
20 2012-03-29
The Volvo Group's vision is to become the world leader in sustainable transport solutions by:
• creating value for customers in selected segments
• pioneering products and services for the transport and infrastructure industries
• driving quality, safety and environmental care
• working with energy, passion and respect for the individual.
AB Volvo The Volvo Way
Post mortem
• How we reasoned
• Introducing new and
deleting old words
• Elaborate on
meaning
• Most important
changes
AA 13200, VGHQ, ChN
21 2012-03-29
AB Volvo The Volvo WayAA 13200, VGHQ, ChN
22 2012-03-29
Business critical issues
Customers first – focused and distinctive
strategy for delivering value to targeted
customer segments
Organizational fit – egalitarian culture based
on mutual respect; designed to drive change,
innovation and execution
People alignment – developing engagement,
trust and commitment to goals, values and
strategy
Leadership - develop global leadership and
teamwork, and leverage diversity
Learning – enhance sharing of best practices,
learning and growth Michael Beer: “High Commitment, High Performance.
How to Build a Resilient Organization for Sustained
Advantage.”
High performing
AB Volvo The Volvo Way
23 2012-03-29
Shaping another future
AB Volvo The Volvo Way
Charlie Nordblom
AA 13200, VGHQ, ChN
24 2012-03-29
Comments, feedback and questions are
welcome:
Twitter: @Way_finder
LinkedIn group:
Communicative Leadership
AB Volvo The Volvo Way
25