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The Decoded Company: Know Your Talent Better Than You Know Your Customersby Leerom Segal
Synopses & Reviews
How technology can be your coach, watch your blind spots, and inspire awesome teams.
Let us ask you a deceptively simple question: What if you understood your people better than you understand your customers? What if we learned to decode the real story that is embedded in the data trail that follows our people and every project they work on? What if we put its messages to use—not to get the better of our talent but to get the best from them, to make their jobs better, and to improve the performance of the whole organization?
The answers, it turns out, are radically transformative.
Based in part on our experience building Klick into a $100m business, and on case studies from a wide range of industries, we argue that the new key to a sustainable competitive advantage is to become a Decoded Company: talent-centric, data-driven, flexible, and fast. Well show you how any manager in any size of organization can personalize each employees experience, increase emotional engagement, speed up mastery of new skills, and maximize their entire team's potential.
Youll learn about three disruptive Decoded principles that will accelerate your management practice into the 21st century:
· Technology as a coach and trainer: transform your existing technology into a coach that brings out the best in your people rather than a referee that just yells "offside!". Discover how the technologies that power Amazon, Netflix, Google, and eHarmony can be used to engage, motivate, and train your people.
· Informed intuition: learn how UPS, 37signals, Bank of America, and Whole Foods give their people decision making superpowers by pairing instincts with analytics to gain a perspective thats grounded in data but tempered by experience.
· Engineered ecosystems: discover the simple culture secrets that brought feedback to Salesforce.com, poured the heart into Starbuckss rebirth, and drive Valves incredible $3bn in revenue.
Along the way youll assess your Decoded Score, assemble your Decoded toolbox that can be easily applied in your organization, and explore new metrics for measuring the technology of human accomplishment.
See you inside!
Leerom, Aaron, Jay, and Rahaf
As consumers we intuitively understand the benefits of being decoded
Google amazes us by generating answers before weve even finished asking a question. Facebook curates our uniquely individual newsfeeds. Spotify and Netflix use learning algorithms to customize our experience. At home, we choose companies that have figured out how to personalize our news, shopping, entertainment, travel, and learning needs.
At most workplaces, it's still one-size-fits-all policies, processes, and tools. Yet companies like Google, Starbucks, and Whole Foods have turned their algorithms inward to decode their talent. Their goal is not to get the better of their talent, but to empower the best from their people.
The Decoded Company distills how this process works into three transformative ideas.
· Technology Can be a Coach, personalizing processes to the individual based on experience and offering training interventions precisely at the teachable moment.
· Data Can Be a Sixth Sense, codifying organizational battle scars using actual code that watches your blind spots and gives your people a decision making superpower.
· The third is that Engineered Ecosystems will prevail over hierarchies, reducing bureaucracy, increasing transparency, and be wildly inspiring to teams.
Google amazes us by generating answers before we even finish asking a question. Netflix delights us with spot-on recommendations. These companies use the power of Big Data—the collection and analysis of massive amounts of information. Its one of the hottest concepts in business.
But while many companies are embracing Big Data to understand their customers, very few are applying it to their own employees. One of the pioneers in that effort has been acclaimed digital marketing agency Klick Health. Now Klicks leaders share the principles that guided their fast growth and low turnover.
Klick CEO Leerom Segal and his colleagues show how personalizing each employees experience can increase their engagement, help them learn new skills faster, and be placed with the right teams. The authors outline the three transformative ideas theyve developed for decoding” any company or department—figuring out what really makes it tick, so you can maximize its potential.
The authors share success stories from Klick and other organizations, and offer a bold new approach to designing and managing a workplace. The result is a groundbreaking book for any company that wants the best from its people.
About the Author
LEEROM SEGAL is the President and CEO of Klick Health, an acclaimed healthcare marketing agency based in Toronto. He has won numerous awards as one of Canadas leading young entrepreneurs.
AARON GOLDSTEIN is a co-founder and COO of Klick, responsible for orchestrating the creative application of technology that drives the companys operations.
JAY GOLDMAN is a Managing Director for Klick and has been published in the Harvard Business Review.
RAHAF HARFOUSH is a technology author and lecturer.
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