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Give Yourself a Productivity Boost: Learn from Kodak’s Transformation

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Give Yourself a Productivity Boost: Learn from Kodak’s Transformation
Give Yourself a Productivity Boost

Kodak needed the ultimate productivity boost to avoid get shuttered out of business when the photography industry went digital. It is hard to imagine a worse case scenario than the one that was faced by Kodak. This 125 year old Fortune 500 company entered the new millennium with 70% of its revenue and profits coming from its traditional businesses that were based on manufacturing and selling film cameras, photographic films and papers.

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A few days ago, we interviewed Jeff Hayzlett, Kodak’s Chief Business Development Officer and Vice President along with David Lanzillo, Director of Corporate Communication and the company’s Vice President of Communications and Public Affairs. During the interview, they mentioned their F.A.S.T. program as being essential to their success in making the massive changes required to transform the company into a global leader in digital communications.

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The breadth and depth of the changes made by Kodak were dramatic. Jeff described the company as currently having “19 products, each being number 1, 2 or 3 in its respective industry. Half these products did not exist ten years ago.” At its peak in 1988, Kodak had 150,000 employees, compared to just 27,000 today. Jeff said that “60% of our people are new within the past four years.” The company is cranking out about as much revenue now as it was in the 1980s, using a small fraction of its past workforce. These productivity gains were almost unimaginable then.

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Jeff and David claimed their four part productivity boosting F.A.S.T. program was used as “a way for us to bring a number of companies working together.” The four parts of the FAST program are as follows:

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  1. Focus.Everyone in the company including those on the factory floors have become highly focused on delivering results. The people at Kodak are all tied into the larger context of what the company is working toward. They are informed of more than just their small part of the picture. Is everything that you do geared towards your goals? Is it in the larger context of what you are working toward?
  2. Accountability. This is about promises and keeping them. Jeff said “I’m accountable and I’ll deliver those, no matter what – short of doing something dangerous or illegal. We treat everybody inside the company as if they were a customer.” Ask yourself, how good am I at delivering what I promise?
  3. Simplicity. Jeff said, “We have 125 years of rules and regulations. To be a fast and nimble company, do we need a lot of those? We gave permission.” A huge chunk of their policy and procedure manuals were scrapped. The company did an end to end review and eliminated waste throughout the organization. It transformed itself from a bloated behemoth into a lean organization in much less time than any other company of its size ever has. What have you done to remove unnecessary clutter or stuff that gets in the way of real productivity?
  4. Trust. “Good open conversations. We agree to be in fair and open dialogue. This is in a spirit of cooperation and accountability. Even if we screw up, we’ll do it faster.” Kodak clearly values true communication. How open are you in conversation? Do you express yourself clearly and with candor?

We wish to thank Jeff and David for taking time to help us better understand what Kodak has done to sharpen its image. It has become an important player in the new digital world. We appreciate how Kodak has retaken a leading position through its productivity-enhancing F.A.S.T. approach and shared this so that we all can benefit from their approach.

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Tatsuya Nakagawa

Tatsuya Nakagawa is the CEO of Castagra and a Podcaster.

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Last Updated on August 25, 2021

Why Personal Branding Is Important to Your Career

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Why Personal Branding Is Important to Your Career

As a recruiter, I have met and interviewed hundreds of candidates who have no idea who they are.

Without a personal brand, candidates struggle to answer the question: “tell me about yourself—who are you?” They have no idea about who they are, what their strengths are, and how they can add value to the company. They present their CV’s believing that their CV is the key to their career success. In some ways, your CV still has its use. However, in today’s job market, you need more than a CV to stand out in a crowd.

According to Celinne Da Costa:[1]

“Personal brand is essentially your golden ticket to networking with the right people, getting hired for a dream job, or building an influential business.” She believes that “a strong personal brand allows you to stand out in an oversaturated marketplace by exposing desired audiences to your vision, skillset, and personality in a way that is strategically aligned with your career goals.”

A personal brand opens up your world to so many more career opportunities that you would never have been exposed to with just your CV.

What Is Your Personal Brand?

“Personal branding is how you distinctively market your uniqueness.” —Bernard Kelvin Clive

Today, the job market is very competitive and tough. Having a great CV will only let you go so far because everyone has a CV, but no one else has your distinct personal brand! It is your personal brand that differentiates you from everyone else and that is what people buy—you.

Your personal brand is your mark on the world. It is how people you interact with and the world see you. It is your legacy—it is more important than a business brand because your personal brand lasts forever.

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I have coached people who have very successful careers, and they come to me because they have suddenly found that they are not getting the opportunities or having the conversations that would them to their next role. They are having what I call a “career meltdown,” all because they have no personal brand.

A personal brand helps you become conscious of your differences and your uniqueness. It allows you to position yourself in a way that makes you stand out from the pack, especially among other potential job applicants.

Don’t get me wrong, having a great CV and a great LinkedIn profile is important. However, there are a few steps that you have to take to have a CV and LinkedIn profile that is aligned to who you are, the value you offer to the market, and the personal guarantee that you deliver results.

Building your personal brand is about strategically, creatively, and professionally presenting what makes you, you. Knowing who you are and the value you bring to the table enables you to be more informed, agile, and adaptable to the changing dynamic world of work. This is how you can avoid having a series of career meltdowns.

Your Personal Brand Is Essential for Your Career Success

In her article, Why Personal Branding Is More Important Than Ever, Caroline Castrillon outlines key reasons why a personal brand is essential for career success.

According to Castrillon,[2]

“One reason is that it is more popular for recruiters to use social media during the interview process. According to a 2018 CareerBuilder survey, 70% of employers use social media to screen candidates during the hiring process, and 43% of employers use social media to check on current employees.”

The first thing I do as a recruiter when I want to check out a candidate or coaching client is to look them up on LinkedIn or other social media platforms, such as Facebook, Instagram, and Twitter. Your digital footprint is the window that highlights to the world who you are. When you have no control over how you want to be seen, you are making a big mistake because you are leaving it up to someone else to make a judgment for you as to who you are.

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As Jeff Bezos, the founder of Amazon, once said, “Your brand is what people say about you when you are not in the room.”

In her book, Becoming, Michelle Obama writes about the importance of having a personal brand and her journey to defining her personal brand. She wrote that:

“if you don’t get out there and define yourself, you’ll be quickly and inaccurately defined by others.”

When you have a personal brand, you are in control. You know exactly what people will say about you when you leave the room.

The magic of a personal brand is that gives you control over how you want to be seen in the world. Your confidence and self-belief enable you to leverage opportunities and make informed decisions about your career and your future. You no longer experience the frustrations of a career meltdown or being at a crossroads not knowing what to do next with your career or your life. With a personal brand, you have focus, clarity, and a strategy to move forward toward future success.

Creating your personal brand does not happen overnight. It takes a lot of work and self-reflection. You will be expected to step outside of your comfort zone not once, but many times.

The good news is that the more time you spend outside of your comfort zone, the more you will like being there. Being outside of your comfort zone is where you can test the viability of and fine-tune your personal brand.

5 Key Steps to Creating Your Personal Brand

These five steps will help you create a personal brand that will deliver you the results you desire with your career and in life.

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1. Set Your Personal Goals

What is it that you want to do in the next five years? What will your future self be doing in the next five to ten years? What is important to you? If you can answer these questions, then you are on the right path. If not, then you have to start thinking about them.

2. Create Your Unique Value Proposition

Create your unique value proposition by asking yourself these four questions:

  1. What are your personality features? What benefit do you offer people?
  2. Who are you and why do people enjoy working with you?
  3. What do you do and what do people want you to do for them? How do you solve their problems?
  4. What makes you different from others like you?

The answers to these questions will give you the information you need to create your professional story, which is the key step to creating your personal brand.

3. Write Your Professional Story

Knowing who you are, what you want, and the unique value you offer is essential to you creating your professional story. People remember stories. Your personal story incorporates your value proposition and tells people who you are and what makes you unique. This is what people will remember about you.

4. Determine Which Platforms Will Support Your Personal Brand

Decide which social media accounts and online platforms will best represent your brand and allow you to share your voice. In a professional capacity, having a LinkedIn profile and a CV that reflects your brand is key to your positioning in relation to role opportunities. People will be connecting with you because they will like the story you are telling.

5. Become Recognized for Sharing Your Knowledge and Expertise

A great way for you to promote yourself is by sharing knowledge and helping others. This is where you prove you know your stuff and you gain exposure for doing so. You can do this through social media, writing, commenting, video, joining professional groups, networking, etc. Find your own style and uniqueness and use it to attract clients, the opportunities, or the jobs you desire.

The importance of having a personal brand is not going to go away. In fact, it is the only way where you can stand out and be unique in a complex changing world of work. If you don’t have a personal brand, someone will do it for you. If you let this happen, you have no control and you may not like the story they create.

Standing out from others takes time and investment. Most people cannot make the change by themselves, and this is where engaging a personal brand coach is a viable option to consider.

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As a personal brand coach, working with my clients to create their personal brand is my passion. I love the fact that we can work together to create a personal story that defines exactly what people will say when you leave the room.

Other People’s Stories

Listening to other people’s stories is a great way to learn. In his article, 7 TED Talks About Personal Branding, Rafael Dos Santos presents the best Ted Talks where speakers share their stories about the “why,” “what,” and “how” of personal branding.((GuidedPR: 7 TED Talks About Personal Branding))

Take some time out to listen to these speakers sharing their stories and thoughts about personal branding. You will definitely learn so much about how you can start your journey of defining yourself and taking control of your professional and personal life.

Your personal brand, without a doubt, is your secret weapon to your career success. As Michelle Obama said,

“your story is what you have, what you will always have. It is something to own.”

So, go own your story. Go on the journey to create your personal brand that defines who you are, highlights your uniqueness, and the value you offer to the world.

Featured photo credit: Austin Distel via unsplash.com

Reference

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