Posts Tagged ‘strategy’

Environmental and Innovative Disruption: What Directors Need to Know

August 31st, 2015 | By

On July 17, NACD hosted a Directorship 2020® forum in Seattle that focused on how disruptive forces are changing the way companies do business. Through keynote addresses, expert panels, and small group discussions, the program provided an in-depth look at environmental and innovative disruptive forces and how boards can oversee management of the risks and opportunities such forces create. This event was held in partnership with Broadridge Financial Solutions, KPMG’s Audit Committee Institute (ACI), Marsh & McClennan Cos., and PwC.

In his keynote address, Hewlett-Packard Co. (HP) Global Director of Sustainability and Social Innovation Nathan Hurst examined the nexus of environmental issues and innovative technology. Motivated in part by concerns about the anticipated effects of climate change, consumers are more alert than ever to the impacts that businesses and their products are having on the environment. As our increasingly data-driven society shifts to digital media, the new technologies being used to store, manage, and process this data are producing a larger environmental footprint than one might expect. Hurst estimates that if cloud computing were a country, it would rank as the fifth largest country in the world in terms of energy use.

According to Hurst, companies must understand their environmental footprint in order to leverage the opportunities provided by “big data” and other technological tools for managing corporate sustainability. HP, for example, examined its operations, supply chain, and product portfolio to gauge its end-to-end carbon footprint. This assessment involved an organization-wide effort that required expertise and feedback from senior management, information technology departments, and operations departments, which was then used to determine the company’s baseline performance, set sustainability goals, and collaborate with organizational units on initiatives to reach those goals. For Hewlett-Packard, the relationship with supply chain managers was especially important, as the company sought to develop products whose production consumes fewer resources—such as power or water—and generates less waste—such as greenhouse gas emissions. In addition, Hewlett-Packard signed a power purchase agreement with SunEdison, the world’s largest renewable development company, to provide wind-generated electricity to its 1.5 million square-foot data center in Texas. Hewlett-Packard originally set a deadline of 2020 for reducing its greenhouse gas emissions by 20 percent of 2010 levels; however, the SunEdison agreement will enable HP to realize that goal by the end of the 2015 fiscal year.

Hurst succinctly summarized HP’s rationale for its sustainability and social innovation initiatives:  the benefits of these initiatives for the company’s reputation and employee engagement, combined with new opportunities for profitable growth, collectively have the potential to produce major gains for HP.

In the second keynote address of the afternoon, Mark Silva, founder and CEO of KITE, spoke on innovation partnerships and described them as a gateway to investments, mergers, and acquisitions. Many companies at the forefront of innovation begin as small start-ups. While these businesses may initially be viewed as competitors with larger corporations, pursuing partnerships can be a mutually beneficial arrangement that allows established companies to embrace the latest wave of innovative ideas, provides start-ups with quick access to infrastructure and resources, and empowers both organizations to unlock growth opportunities. For example, the management team behind Sphero, a  toy robot that can be controlled via smartphone or tablet devices, participated in a mentorship program offered by The Walt Disney Co., which subsequently used Sphero’s technology to create a robot featured in its Star Wars franchise. Through this partnership, the Sphero team has realized growth and greater exposure; and by providing a forum in which entrepreneurs can test their ideas, Disney continues to stay abreast of the latest innovations and trends. Other established companies, including Nike and Unilever, have similar brand accelerator programs to rally resources, invest in learning, and develop new capabilities.

Subsequent presentations and panel discussions generated the following key takeaways for board members:

Keep disruptive forces on the agenda. Trends and events that could potentially overturn the company’s business model should be routinely discussed at board meetings so that directors are always aware of and up to date on how management is approaching risks and realizing opportunities. Being proactive and thinking ahead about how to manage disruptors also promotes resiliency when a company faces a crisis. Boardroom discussions should address how the organization can diversify its supply chain so that the success of the business is not dependent on a single link in the chain in order to maintain production. For example, the board might ask management to consider how environmental changes—such as prolonged droughts or severe weather patterns—might lead to new business norms, and to plan how the company will adapt and stay competitive. Panelists agreed that boards need to “ask for the data”: What questions are customers and suppliers posing? What factors are driving their business decisions? What are, or could be, the game-changers in the company’s industry?

Clarify the payoff. Directors should ask management to demonstrate how responses to disruptive trends will impact the company’s bottom line. Nathan Hurst illustrated this point with an example from Wal-Mart, which has worked with several of its suppliers to reduce waste and costs. Noting the high water content of its liquid laundry detergents, the retailer joined forces with Procter & Gamble, Unilever, and Church & Dwight to create “doubleconcentrated” detergent, a product that delivered the same washing power as the old formula in just half the volume. Because of doubleconcentrated’s reduced water content, manufacturers could pack the product in smaller plastic bottles. The new product size allowed more bottles of detergent to be packed onto trucks and store shelves, while its lighter weight resulted in lower transportation costs.

Companies can also consider incorporating sustainability metrics into executive compensation plans. Some companies will not embrace sustainability unless it entails demonstrable cost savings or a failure to address environmental impact will cause the company to lose ground to competitors. But, as the Hewlett-Packard and Wal-Mart initiatives illustrate, focusing on sustainability offers a way to drive more efficient business practices, which in turn allows management to make better-informed and more effective decisions.

Furthermore, sustainability reporting can foster positive relationships with both shareholders and the general public. According to an analysis by Gibson Dunn, shareholder proposals on environmental issues—specifically those concerning climate change and greenhouse gas emissions—are among the most frequently submitted types of proposals. NACD’s Oversight of Corporate Sustainability Activities handbook advises that directors should understand how the company has chosen to define sustainability in the context of its strategy, and the board should be comfortable with management’s decisions about how the company communicates sustainability information within the organization and to shareholders. Reporting not only demonstrates the company’s culture and character; it can also give it a competitive edge.

Examine board composition. Another example raised in the panel discussions was that of Encyclopædia Britannica Inc., which had a board composed of bookbinders who, by virtue of their profession, were disinclined to embrace digital innovation. The advent of Internet-based rivals, such as Wikipedia, quickly made the company’s business model and flagship product obsolete.

The board should analyze the company’s current and future business models to see how well the criteria for director selection correspond to those models. Maintaining a balance between tenured directors, who have invaluable insights into the company, and newer directors can present challenges when that new talent pushes against the status quo, which in turn can lead to culture clash within the board. Since culture, by definition, functions to preserve the status quo, it can make or break innovation. By bringing in outside perspectives and people who will question it, the board can keep the company moving forward.

For information on future events and recaps of past events, including video highlights of keynote speakers, visit the NACD Directorship 2020 microsite. To hear more from keynote speakers at past 2015 NACD Directorship 2020 events, join us at the NACD Global Board Leaders’ Summit, where Mark Silva, founder and CEO of KITE; Paul Taylor, former executive vice president of the Pew Research Center; and Scott Steinberg, CEO of TechSavvy Global, will be speaking on disruptive forces.

Additional Resources on Environmental and Innovative Disruption

Oversight of Corporate Sustainability Activities

Tools for Integrated Reporting

Sustainability Reporting: Demonstrating Commitment and Adding Value

Raising the Bar on Director Performance – New NACD Program Outlines 5 Keys to Success

July 27th, 2015 | By

The bar for director performance has been raised. A volatile economic environment, increased regulatory scrutiny, impending cybersecurity threats, and shareholder activism have all shifted the expectations for what should happen in the boardroom.

Responding to those growing expectations for directors, The National Association of Corporate Directors (NACD) has developed a new program—called Advanced Director Professionalism®—that focuses on understanding the market forces and “next practices” that will shape the boardroom in coming years.

At the inaugural Advanced Director Professionalism program in Philadelphia June 1-2, nearly 60 directors joined corporate leaders and subject-matter experts to discuss these market forces and next practices. Five key insights from the event follow:

  1. Avoid the “tyranny of unanimity.” In a structured, interactive, scenario-based workshop, participants were confronted with a board of seasoned directors who were reluctant to dissent from the majority at critical decision-making moments. Such groupthink dynamics preempt consideration of viable alternative strategies and responses—a failure that can lead to disastrous business outcomes.
  1. A healthy board culture is needed. Even effective boards are not immune to dysfunctional dynamics, such as hasty decision-making, disengaged directors, and too much deference to authority; yet the warning signs of dysfunction often go unrecognized. Continuous and rigorous evaluations can identify unhealthy dynamics early on, while periodic rotation of board leadership roles helps infuse fresh perspectives and approaches.
  1. Focus on dynamic agenda-setting. Participants learned how to maximize the limited time that directors spend with each other and with management. While some full board and key committee agenda items are mandatory, these need not dominate meetings. Instead, board leaders should ensure that agenda development is clearly linked to major strategic opportunities and risks, and should plan reviews throughout the year in response to changing marketplace realities.
  1. Cybersecurity is no longer an IT issue but an enterprise-wide strategic risk. The ramifications of cybersecurity breaches now include undermining customer trust, damaging operational effectiveness, and jeopardizing corporate strategy, to name just a few. Ownership of cybersecurity risk is distributed across the entire firm, from the CEO to frontline employees, who must all engage in secure behaviors with respect to system and data access. Boards should examine how effectively cyber risk is governed internally.
  1. Become the keeper of corporate strategy. Board members often have a longer tenure than the CEO, which enables them to see long-term strategies through to completion. They can help ensure an effective strategy development process and engage management throughout strategy execution. Boards should challenge the fundamental assumptions on which the strategy rests—during periods of stability and steady profits, as well as times of disruption and emerging threats—and provide guidance to management as it considers alternative options.

Ken Daly’s 2015 Letter to NACD Membership

January 23rd, 2015 | By

Dear NACD Members,

As I look ahead to the challenges that boards will face in 2015, I am more confident than ever in NACD’s mission to help directors navigate an increasingly complex environment. Our programs and resources remain focused on helping directors improve their performance as strategic assets for their organizations. We achieve this primarily by providing the foresight to anticipate emerging issues, thereby enhancing stakeholder confidence in the board’s ability to provide effective leadership.

I’d like to briefly share with you the three critical issues that NACD will focus on this year.

1. Cybersecurity. It will surprise no one that cyber-risk oversight has become a top agenda item for boards. NACD’s latest survey found that the majority of directors are dissatisfied with the cybersecurity information they are getting from management. How well does your board understand the company’s cyber risk practices? Does your board have an established response plan in the event of a cyber-breach? These are the issues that NACD will continue to help directors resolve throughout 2015.

Suggested NACD Resources:
– Director’s Handbook on Cyber-Risk Oversight
– NACD Advisory Council on Risk Oversight: Cybersecurity Oversight and Breach Response

2. Board-Shareholder Communications There’s no question that shareholders will continue to influence boardroom agendas in 2015. In our most recent meeting with major institutional investors, we asked the participants to list their priorities for board focus in 2015. The three areas identified were: (1) focusing on “drivers” of effective board leadership, (2) holding directors accountable when investors believe shareholder rights have been undermined, and (3) ensuring communication between boards and investors are about context, not volume. We will continue to meet with both institutional investors and activist shareholders throughout the year and will share their perspectives with you.

Suggested NACD Resources:
– Investor Perspectives: Critical Issues for Board Focus in 2015
– NACD Blue Ribbon Commission Report on Board-Shareholder Communications

3. Strategy. You may be wondering why strategy is on this list. Isn’t oversight of the organization’s strategy an inherent responsibility of the board?  The answer is still yes. However, in an increasingly dynamic climate, boards can no longer afford to take an annual “review and concur” approach to management’s strategy. Our 2014 Blue Ribbon Commission Report strongly recommends continuous board engagement with management in the strategy development, and course correction, process. Our members’ reaction to this new – and potentially radical – approach has been very positive, and we will continue to provide guidance on this topic in 2015.

Suggested NACD Resources:
– NACD Blue Ribbon Commission on Strategy Development
– The Board’s Role in Strategy: Interview with General Mills Director

Two final notes. Our NACD Directorship 2020 initiative, which puts a spotlight on the market disruptors that will impact companies in the years to come, continues to be very popular. We will hold three member-exclusive events again in 2015. Please be sure to register early as the sessions tend to sell out.

We are holding our inaugural NACD Strategy and Risk Forum in San Diego on May 12-13. The forum will include a full day dedicated to cybersecurity, with former Department of Homeland Security Secretary Tom Ridge as a featured speaker. Click here to learn more about this exciting new program.

Thank you for your membership. I wish you a successful year ahead and encourage you to continue to work with your dedicated NACD Concierge to identify the educational programs and topical resources to enhance your board leadership.

Ken Daly
Chief Executive Officer
National Association of Corporate Directors
Advancing Exemplary Board LeadershipTM