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Conference 7.286::digital

Title:The Digital way of working
Moderator:QUARK::LIONELON
Created:Fri Feb 14 1986
Last Modified:Fri Jun 06 1997
Last Successful Update:Fri Jun 06 1997
Number of topics:5321
Total number of notes:139771

3192.0. "I like the company so much I bought !!!!" by GIDDAY::SETHI (Better to ask a question than remain ignorant) Wed Jun 22 1994 07:23

    Hi All,

    Remember Victor Kiam (sp) the guy who like the razor so much he bought
    the company ?  Say if you were in the position to buy this company out
    or there was a buy out by all of us, what would you change ?

    Do you think that this company is too hardware oriented ?  To put it
    another way this is what I feel (I could be wrong but then again I
    guess a budding CEO has to start somewhere !!!!).  So here goes my side
    of the story of what I would do :-) .....

    After many years of using VAXEN or is it VAX's and the OpenVMS
    operating system I think it was version 2.something, I decided I liked
    the company so much I bought the company.

    Well my first task was to make sure that I only got paid $5 more then
    the highest paid worker in the organisation (this excludes VP's) and
    drove a level 11 car.

    Now looking at the computer industry I had a vision in that hardware
    was really the primary part of the industry, meaning a box is a box. 
    New customer would chose a vendor based upon a few things and these 
    are:

    1. Robustness of the company meaning an established company with a good
       reputation
    2. A company that can provide the customers with quality software
       products and services
    3. A company that can provide great support services both software and
       hardware
    4. A company that is responsive to my business needs
    5. A company that is easy to do business with, customers hate paper
       shufflers
    6. A company that can provide me with product information when I need
       it
    7. A company that can provide me with marketing information that would
       given me an insight into the company so I know what their vision is,
       so that I can invest in the goods and services the company has to
       offer.

    To achieve my goals of profit and growth I would do the following:

    1. look at the way we market our image by

    		- looking at our advertising
    		- looking at our market to see what our customers want
    		- looking at what new customer want
    		- employ a company to look at our marketing strategy
    		  and ask for recommendations to overcome any problems
    		- find a reputable advertising company to ensure that
    		  Digital is associated with the IT industry and not 
    		  watches and if this means we have to change the 
    		  company name so be it.  This advertising company will
    		  provide a consistant image of the company worldwide
         	- I too would make videos where I can be seen flashing my
    		  timex watch at an Alpha, showing how wonderful and
    		  innovative our products are
    
    2. Product mix,cost cutting and growth areas
    
    		- taking a close look at our product mix and identify
    		  dead wood and cut it out
    		- since software is where the money is in terms of value
    		  added revenue, I would put a great deal of emphases on 
    		  software development.  This does not mean throwing money
    		  at every and any project but looking at nich markets
    		  where we are likely to make bucks.
    		- offer software services and ensure that the company is
    		  associated with quality of service and delivery
    		- better logistic in terms better delivery times for
    		  hardware and software
    
    3. Employees and regions
    
    		- cut down on multi-level tiers of management
    		- if a region makes budget then the employees are entitled
    		  to a bonus
    
    I then woke up from the nightmare of running this company and found out
    that my way of doing business raked in so much money I became the hero
    of the business world.  People asked me what I attributed my success to
    and it was quite simple Sofware and services.
    
    Boy I like my version of the story it's hard to be such as great CEO
    BUT Sunil can live with that thought :-) !!!!!
    
    Regards,
    
    Sunil
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3192.1Lost without traceCHEFS::RAMSEYAWed Jun 22 1994 11:3010
    Well hello there,
    
    I used to enjoy reading your notes on OZ (you seem to have changed your
    style a little).  Can you tell me where I can find the OZ notes
    conference these days?  I somehow managed to lose it.
    
    Good luck with your new role as CEO!!
    
    Regards
    Ann           
3192.2GUCCI::RWARRENFELTZFollow the Money!Wed Jun 22 1994 11:472
    ...personally, it's a job I wouldn't touch with the proverbial 10'
    pole!
3192.3New pay scaleMRKTNG::L_MOORELinda Moore @MKOWed Jun 22 1994 12:277
    I liked Ben & Jerry's former rule about the top person not making more
    than 7 times as much as the lowest paid person. That would mean that
    either secretaries would make a more respectable salary, and/or the
    CEO's salary would be more reasonable. Boy would you see attrition
    then! We'd be down to 65,000 employees in no time!
    
    Linda
3192.4Or the other way around.HLDE01::HEIRBAUT_RYou are allmost welcome !Wed Jun 22 1994 12:578
    re .3
    
    Or you pay the least payed person not less that 1/7th of the topsalary.
    For most people, this would be most attractive (I guess, since I do not
    the top nor the bottom salary). At least it kills the company within
    reasonable time...
    
    Ronald
3192.5RULE62::khIf I had it to do all over again...Wed Jun 22 1994 13:0710
Re .4 
>    ... At least it kills the company within
>    reasonable time...

Ben and Jerry's seems to be doing pretty well with this guideline. Of
course, it also helps that they have a great product line that people
want and have a sense of humor about their importance.



3192.6POCUS::OHARAReverend MiddlewareWed Jun 22 1994 13:101
FWIW, B&G is going to disregard the 7-1 rule when they hire a "real" CEO.
3192.7Ben & Jerry's Reneging on Democratic Pay ScaleBRAT::CARLTONWed Jun 22 1994 13:1512
    Ben & Jerry's has announced (in conjunction with the stepping down of
    Ben Cohen from day to day responsibilities) that it will dispose of
    their 7 to 1 pay rule from top to bottom.  They are doing this to
    attract the best candidate to replace Cohen for President.  In the
    press release, they said they wanted someone with a very strong
    business executive background.  Personally, I think they're making a
    mistake.  They could attract quality candidates by keeping the 7 to 1
    rule but allowing for stock options, profit sharing, bonuses, etc. that
    could offer the needed $ incentives.  Not to mention the unique quality
    of work/life that this job would offer.
    
    My $.02 worth...
3192.8RULE62::khIf I had it to do all over again...Wed Jun 22 1994 13:3512
Re .7 

That's discouraging news. There are plenty of ordinary companies
making good products. B&J's was something of an extra-ordinary
company. So, too, was Digital.

The lesson for Digital, though, is that special qualities are truly
corporate assets. The quality of the work environment, the integrity
and good humor of the management staff: that makes a difference to
both employees and customers. 

One more reason to stay away from ice cream, I guess. 
3192.9BRUMMY::MARTIN::BELLMartin Bell, Central PSC, Birmingham UKWed Jun 22 1994 14:0810
Funnily enough B&J were on the Breakfast News at 6:30 this morning, and
it was the first time that i had heard of them.

The thing that caught my attention was two rather scruffy clad men being
interviewed by the suited news presenters. When (repeatedly) pressed as to
why their product was a success (they were guzzling ice cream at the
time) on of them said "'cos it's good sh*t", followed by a very rapid
cut to a taped article.

Small world innit?
3192.10Sleight of hand...STAR::BUDAI am the NRAWed Jun 22 1994 14:299
RE: Note 3192.3 by MRKTNG::L_MOORE

>    I liked Ben & Jerry's former rule about the top person not making more
>    than 7 times as much as the lowest paid person. That would mean that

It's good PR hype.  B&J have MANY other ways of getting money from their company
(Stock options, bonus's, etc.).  They get their money -- one way or another.

	- mark
3192.11historyNUBOAT::HEBERTCaptain BlighWed Jun 22 1994 15:013
B & J was in the news just this week - they're changing that 7x policy
because "they weren't attracting top management talent."

3192.12But what about their search method! Wonderfully refreshing!MUNCH::FRANCINII'd like to teach the world to ping...Wed Jun 22 1994 17:4817
It's a contest.

They want applicants to write a 100-word essay on "Why I'd Make a Good President
of Ben & Jerry's Ice Cream".


Grand prize:	The Job.

1st Prize:	Supply of ice-cream for a year

Other prizes:	Ice cream, logo merchandise, etc.


Not too shabby for them...


John
3192.13I know *I* would eat too much ...TPSYS::LAINGSoft-Core Cuddler * TAY1-2/H9 * 227-4472Wed Jun 22 1994 19:285
    Did that 1st prize include free liposuction after the year of
    eating ice cream?   
    				:-)
    
    	Jim
3192.14PHAROS::ELLIOTTThu Jun 23 1994 15:3015
    
    re. 8 Special qualities
    
    I read an article on B&J that said that when it was just the two of
    them, Jerry was making the icecream and asked Ben for his opinion.  Ben
    had such bad sinuses he couldn't distinguish the variations.  So, Jerry
    added lots of stuff to the icecream so Ben could figure it out.  I
    thought about this afterwards and thought about how many people, in
    Jerry's position, would have done the same thing.  Other people might
    have thought this guy is a loser and doesn't belong in the icecream
    business if he can't TASTE anything or replaced Ben with a panel of
    tasters.  Instead, Jerry worked with it and stumbled on what was going
    to be the key to their success.  It's called loyalty.
    
    
3192.15GIDDAY::SETHIBetter to ask a question than remain ignorantFri Jun 24 1994 04:5925
    Hi Ann,

    >Good luck with your new role as CEO!!

    Just call me Sir from now on-wards :-).

    >I used to enjoy reading your notes on OZ (you seem to have changed your
    >style a little).  Can you tell me where I can find the OZ notes
    >conference these days?  I somehow managed to lose it.

    I had to change my style I am a budding CEO.  It's been listed in
    EASYNOTES, I can't remember (traces of Ronnie Ragan).

    Well this topic was opened in tongue in cheek as there seems to be a
    lot of what's happening or we should do this that or the other.  I
    guess there is no way out of this mess apart from swallowing the bitter
    pill.  

    But mind you I am still open to the offer of expanding my career
    opportunities, why aim for something less then becoming a CEO ?  I
    better go an check out those Job Notices that Samantha sends out .....
    
    Your friendly budding CEO from downunder,
    
    Sunil
3192.16redefine down to be up ?REGENT::BLOCHERFri Jun 24 1994 16:042
    Perhaps a CEO from downunder could turn things right-side-up again.