Tag Archive: ConAgra Foods

How To Protect An Idea

When I was working at ConAgra Foods, one of the agencies we partnered with was Crispin Porter + Bogusky.  They were maddening to work with.  They never delivered what they promised or delivered it when they promised it.  Their communication was the worst I’d ever seen.  Frankly, I’m not sure how they lasted as long as they did.  We eventually parted ways with them after the Orville Deadenbacher fiasco.  We should have parted ways earlier.

As difficult as it was working with CP+B, I did learn something very important from their team.

To keep an idea from dying, you have to protect it.  So what Crispin would often do to protect an idea is keep the idea big.  What does that mean?  It means you only share the idea…in total…when it’s finally too big to kill.  In the case of Orville, this meant never showing a rough cut of any kind till just before the ad was slated to run. The media had been bought. The sponsorship was locked up.  I was not in the rough cut meeting, but I can’t imagine our leadership looked at it fondly.  But, at that point, what were you going to do?  Not run the ad?  Eat the TV spend? Blow the sponsorship?  Nope, the idea had gotten so big, you couldn’t kill it.

Granted, that’s an example of how this approach, protects a big idea…that’s just plain bad.  But, the concept isn’t lost. In complex organizations with multiple stakeholders we often feel a need to share ideas early, so that people can “weigh in” and egos aren’t bruised.  But, every meeting to share your idea is an opportunity to water down the idea, till eventually…it’s dead.

This fear of seeing an idea die because you shared it too early is happens all to easily, especially if you’ve seen it happen before.  The sting, sticks with you.  It gnaws at you.

So, if we want to protect ideas and we want to be collaborative, what do we do?

The Line At The Door Is Always Long

I’ve had some really poor managers in my career.  In roughly 14 years I’ve had 22 different managers.  It’s astonishing to me that only 4 of them are what I’d term as great .  One of those bosses was Kevin Doohan.  I met Kevin when I was working at ConAgra Foods.  He was the first manager I had who could bring real world credibility in the interactive space and still be savvy enough to navigate the politics of corporate culture.  I usually ended up with a manager who had one of the other, not both.  I learned a lot from Kevin.  My 3 years working for Kevin accelerated my business management, critical thinking and strategic skill development.

Kevin was always teaching.  Every conversation and interaction was a chance for him to share his knowledge.  I didn’t necessarily always agree with everything Kevin preached, but that’s what made us successful as a team.  There’s two things that always stick with me:

  1. The line at the door is always long.  This was Kevin’s perspective, initially on agencies, and eventually on personnel.  When agency partners would complain, raise a stink and come across as holier than thou, Kevin would remind them that they aren’t obligated to work with ConAgra Foods.  But, they should know, the line of agencies at the door who wanted to work with ConAgra Foods was pretty damn long.  I say, eventually personnel, because even when I resigned, Kevin had the same perspective.  While he was disappointed in my decision, he wasn’t going to beg me to stay because there was a line of people who could take my job.  In short, you’re replaceable and don’t think you aren’t, because I have 100s of companies and people who want you have.
  2. With a similar subtext, Kevin told me the story of Gamma One, one of the first places he worked at.  I don’t remember the time frame, if he worked there before college, during college or right after, but either way, it was early in his career.  There was a guy working at the company who felt he was being underpaid and wasn’t getting the “respect” he believed he deserved.  They key, by the way, is DESERVED…notice he didn’t feel he had EARNED it.  Anyhow, eventually things came to a head, this guy had interviewed for a job at another company and informed his boss he had a GREAT offer and was ready to walk.  This guy’s expectation was that his boss would of course match, if not beat the offer on the table, because his position was too valuable to lose.  Instead, his boss stated something to the effect of, “Congratulations.  That’s great.  Gamma One was here before you and it’ll be here after you.”  True to form, more than 15 years later, Gamma One is still HERE.  In short, you’re not as valuable as you think you are and if you walk in to my office and treat things like a hostage negotiation, you’re going to lose, because I don’t negotiate with terrorists.

I’ve applied a lot of that thinking to the positions I took after ConAgra Foods.  I manage my team and my partners with the same philosophy.  Heck, I’ve even applied it to friendships and relationships – I won’t chase after people.  If you want to leave a relationship, if you want to quit, if you deliver the ultimatums, I’ll let you walk…because the line at the door is long.

But, I’m not silly, myopic or hypocritical.  I also know that the same holds true to my own career.  If I quit my job at MARC USA tomorrow or were let go, the simple truth is that there’s 100s of people ready to take my job and fill the void.  Of course, we always believe our leaving will matter more than it does.  We say things like, “well, when client X here’s what happens, you’ll be kicking yourself in the ass.”  Inherently, our pride gets in the way and of course we think, “well they’re screwed now” or “I’ve got leverage, because I have history” – or something to that effect.  But, pride is foolish.

We always think we’re more valuable than we are.  But, the truth is we’re all replaceable, because the line at the door is aways long.

Jacqueline McCook’s Advice

Right before Jacqueline McCook left her Chief Growth Officer position at ConAgra Foods, she imparted this piece of wisdom about how to succeed. She said that her husband reminded her every day before she left for the “office” to:

  1. Manage Effectively
  2. Add Value
I’ve taken that to heart.  Every day when I hop into my car and drive into the office, I remind myself to manage effectively and add value.

Perception, Reality, and the Kool-Aid Effect

My old boss and good friend, Kevin Doohan, has finally completely drank the Kool-Aid.  Although this isn’t any ordinary Kool-Aid.  This is the type of Kool-Aid, that’s been expired for 6 years and laced with mushrooms.  It’s the type of Kool-Aid that you should only drink at a Pink Floyd concert.

I think that people’s perceptions generally mask the reality.  When things are great for you, you think they must be great for everyone else.  When things are bad for you, you think they’re bad for everyone else.  Sure, that’s a gross oversimplification, but it gets right to the heart of the situation.  How you view the world is relative to how the world treats you and views you, but it doesn’t mean that your view is how everyone else sees things.  Keep in mind, the world, can be as large or as small as you want it to be.

Here’s something I’m sure of, people don’t leave their job because they love their job.  In my own career, I’ve made good career choices.  ConAgra Foods was one of those great experiences.  As my Facebook page says, “3 years spent in Omaha, NE learning the ins and outs of corporate culture and politics…like who you can email and who you can’t.”  There’s some fun in there, but a lot of truth.  ConAgra Foods really helped me understand how to manage your way throw layers at a company and it prepared me to have conversations with C-level people at organizations.

Every place I’ve ever worked was a beneficial experience and has helped made me what I am today.  But, I can honestly say that whenever I’ve made a choice to leave an organization, it’s been for 1 of 3 reasons:

  1. Contributions to the company were not valued or recognized
  2. Compensation didn’t equal the peformance I was giving
  3. Poor and/or uninspired senior leadership

This is exactly why I left ConAgra Foods.  Specifically, #1 and #2.

Just to make sure I wasn’t crazy, I decided to do some digging (something we do a great job of at Colle+McVoy) and unearthed several links that substantiate my own experiences.  This link, from HR Morning, titled, “7 big reasons people leave their jobs” is probably my favorite.  In that article we’re given the following reasons for leaving:

  1. Downsizing or restructuring (54%);
  2. Sought new challenges or opportunities (30%);
  3. Ineffective leadership (25%);
  4. Poor relationship with manager (22%);
  5. To improve work/life balance (21%);
  6. Contributions to the company were not valued (21%);
  7. Better compensation and benefits (18%).

Hmm, kinda interesting.  Just so you don’t think I cherry picking data, I encourage you do a search in Google for, “why people leave their jobs.”  I promise you, you’ll find more of the same insights.

If I was working at Kmiec Inc. and was the man in charge, the company would abide by the following when it comes to employee growth and compensation:

  1. Reward on the spot, don’t wait till the end of the year or the formal review.
  2. Encourage people to take on more responsibility.
  3. Don’t pay employees based on the market, pay them based on their importance to the company’s success.
  4. Pay your top performers 10% more than the market rate; it’s hard to find good talent and once you have it, don’t let your competition take it from you.
  5. Cut non-performers quickly; there’s no sense in paying someone who is clearly not performing well.
  6. Promote people based on their performance not a predetermined timeline.  We should applaud people who climb the ladder quickly, not say things, like “she’s performing like a XXXX, but she’s only got XXXX years of experience so we can’t promote her.”  That’s a recipe for losing talent.
  7. Actively listen to their career goals and help them get there.
  8. Don’t let so called policies stop you from doing the right thing.  If the policy is stopping you or holding you back, it’s time to change the policy.

Honestly, it’s that simple.  Well to me it is.

Thanks, Kevin for inspiring me to get these thoughts down.  They’ve been in my head for a while and it was your kick in the pants that got me fired up.

Dashboards

Awesome write up by Avinash Kaushik about making reporting dashboards more useful. He titles his approach, “Action Dashboards.” I, like many of you out there, thought I had the dashboard format mastered. His, recommended dashboard approach is a nice evolution from the ones I created while at ConAgra Foods and is something I’ll be incorporating in the future.

Dashboard

I highly recommend you read the entire article.

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Head of Social Media at Walgreens. Interactive marketer, innovator, boat rocker, continuous learner, movie lover, risk taker, dad and all around good guy. I'm always up for a spirited conversation. These are my thoughts and ramblings, not those of my employer.
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