mba-fp6006_karbowskiferdinand_assessment3-1 applying the innovator's dna

8/20/2019 MBA-FP6006_KarbowskiFerdinand_Assessment3-1 Applying the Innovator's DNA

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ASSESSMENT3-1 APPLYING THE INNOVATOR'S DNA 1

Characteristics o I!!o"ati"e Lea#ers a!# Or$a!i%atio!s

&er#i!a!# (R) *ar+o,s i (r

Ca.e//a 0!i"ersit

March 12 4516


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Leadership and Global Innovation

I! the ?9est or +9si!ess o,!ers a!# CEOs to +e a $oo# /ea#ers the i!"aria+/ chose a

/ea#ershi. 8o#e/ a!# #e"e/o. their o,! st /e< CEOs ha"e a#o.te# a !98+er o /ea#ershi.

8o#e/s o"er the ears +9t .erha.s o!e o the 8ost esta+/ishe# 8o#e/s is tra!s or8atio!a/

/ea#ershi.< Gi"e! a /ea#er s s.eci ic s i//s a!# traits .artic9/ar/ e!tre.re!e9ria/-t .es

tra!s or8atio!a/ /ea#ershi. is ,e//-e?9i..e# to s9..ort i!!o"atio! i! or$a!i%atio!s<

Tra!s or8atio!a/ /ea#ers are a+/e to a#o.t a "isio! a!# 8oti"ate o//o,ers ,or i!$ to,ar# a

co88o! $oa/< Her+ *e//eher has e hi+ite# the o9r .ri!ci.a/ e/e8e!ts o tra!s or8atio!a/

/ea#ershi. ,hich are: I!te//ect9a/ sti89/atio!; I!#i"i#9a/i%e# co!si#eratio!; I!s.iratio!a/8oti"atio!; a!# I#ea/i%e# i! /9e!ce as he steere# the air/i!e to,ar# s9ccess<

• I!te//ect9a/ Sti89/atio! - As o9!#er o the air/i!e he cha//e!$e# the stat9s ?9o too

ca/c9/ate# ris s a!# sti89/ate# /ear!i!$ a8o!$ o//o,ers + !9rt9ri!$ creati"it a!#

e!co9ra$i!$ o..ort9!ities to e ./ore !e, a..roaches<

• I!#i"i#9a/i%e# Co!si#eratio! - As a /ea#er he .ro"i#e# s9..ort e8.ath a!# e!co9ra$e8e!t

to o//o,ers a/8ost as a ather i$9re + a/,a s ee.i!$ a! o.e! co889!icatio! cha!!e/<

• I!s.iratio!a/ Moti"atio! As a 8oti"ator he has #e8o!strate# the a+i/it to artic9/ate a

"isio! that is a..ea/i!$ a!# i!s.iri!$ to o//o,ers o te! i! a! a89si!$ or se/ -#e.recati!$

ashio!) a!# .ro"i#e# a! i! ectio9s e!er$ to #ri"e his e8./o ees or,ar#<

• I#ea/i%e# I! /9e!ce Her+ *e//eher is ,e//- !o,! as a chai!-s8o i!$ ,his s,i//i!$

strai$ht-ta/ i!$ 8a i!$ re?9e!t 9se o =co/or 9/> /a!$9a$e) i!#i"i#9a/< So8e ,o9/# ar$9e

that +eca9se o these characteristics he #i# !ot ser"e as a .ositi"e ro/e 8o#e/< Ho,e"er he

e8+o#ie# a!# #is./a e# a hi$h ethica/ character i!sti//e# .ri#e a!# "isi+/ #e8o!strate#

res.ect a!# tr9st


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ASSESSMENT3-1 APPLYING THE INNOVATOR'S DNA

Fass a!# Ri$$io o+ser"e# that a! i!!o"ati"e /ea#er 9si!$ the tra!s or8atio!a/ /ea#ershi.

8o#e/ ca! +e a! 9./i ti!$ e .erie!ce 9!#er the ri$ht co!#itio!s< These i!#s o /ea#ers ha"e a

te!#e!c to +e "er charis8atic a!# .9t a tre8e!#o9s a8o9!t o .assio! a!# e!er$ i!to

e"er thi!$ the #o< The $e!9i!e/ #is./a care a+o9t their e8./o ees a!# ,a!t the8 to

s9ccee#< Fass Ri$$io 455 .< 3)< Her+ *e//eher #is./a e# a// o these characteristics a!#

8ore) a!# he/.e# #e i!e the $/o+a/ 8o#e/ or a /o,-cost-carrier LCC)< &9rther8ore he

.re.are# his s9ccessors or the !e, cha//e!$es i! the air/i!e i!#9str a!# a//o,e# the8 to 9rther

tra!s or8 So9th,est Air/i!es ro8 a #o8estic LCC i!to a! i!ter!atio!a/ ./a er "ia the

ac?9isitio! o AirTra! i! 4511<&or the .ast se"era/ ears GE has .9+/ishe# so8ethi!$ the ca// a =G/o+a/ I!!o"atio!

Faro8eter>< It is i!te!#e# to #isc/ose ho, +9si!ess /ea#ers aro9!# the ,or/# "ie, i!!o"atio!

a!# ho, those .erce.tio!s are s,a i!$ +9si!ess strate$ies i! a! i!creasi!$/ $/o+a/i%e#

e!"iro!8e!t< The 4513 e i!#i!$s ,ere: Feca9se o the cha//e!$i!$ /oca/ eco!o8ies the .ace

o i!!o"atio! has s/o,e# a!# +9si!ess /ea#ers are i!creasi!$/ co! /icte# +et,ee! a! a..etite or

$/o+a/i%atio! a!# .rotectio!ist te!#e!cies; the +i$$est #ri"ers o co//a+oratio! are the cha!ce to

e!ter !e, 8ar ets a!# access to !e, tech!o/o$ ; $/o+a/ +9si!ess .er or8a!ce is e"er 8ore

re/ia!t 9.o! +9si!ess 8o#e/ i!!o"atio!; cor.orate .o/ic e!"iro!8e!ts i! ter8s o i!!o"atio! is

#ec/i!i!$ $/o+a// ; a!# $/o+a/ +9si!ess /ea#ers see i!$ to stre!$the! i!!o"atio! are 8ore a!#

8ore oc9se# o! ,or orce .re.aratio! a!# ta/e!t 8o+i/it < Harar P9/i%%i 4513 .< )<

So9th,est Air/i!es has e .erie!ce# the sit9atio!s #escri+e# i! the GE .9+/icatio! et co!ti!9es

to s9ccee# + #e8o!strati!$ /ea#ershi. a!# $/o+a/ i!!o"atio!< Ne t ,e e a8i!e the /ea#ershi.

#isco"er s i//s at So9th,est Air/i!es


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Leadership Discovery Skills at Southwest Airlines

There ha"e +ee! co9!t/ess +oo s a!# artic/es ,ritte! a+o9t So9th,est Air/i!es o"er the

ears< It is a8o9s/ sai# that Her+ *e//eher create# his i!itia/ +9si!ess ./a! o! the +ac o a

coc tai/ !a. i!< He ha# a "isio! a!# to e ec9te it he .erha.s 9! !o,i!$/ e8./o e# the i"e

/ea#ershi. #isco"er s i//s that researchers ha"e #escri+e# as: associati!$ ?9estio!i!$

o+ser"i!$ e .eri8e!ti!$ a!# !et,or i!$< D er Gre$erse! Christe!se! 455B .< 5- 2)<

Associating

I! the air/i!e i!#9str Her+ *e//eher associate# thi!$s that ha# !ot .re"io9s/ +ee! #o!e<

His 8o#e/ ,as +ase# 9.o!: Li8ite# .asse!$er ser"ice; Short-ha9/ .oi!t-to-.oi!t ro9tes ro88i#-si%e# cities a!# seco!#ar air.orts; &re?9e!t re/ia+/e #e.art9res; Lea! hi$h/ .ro#9cti"e

$ro9!# a!# $ate cre,s; Hi$h aircra t 9ti/i%atio!; a!# Ver /o, tic et .rices< These attri+9tes ,ere

co9!teri!t9iti"e or /e$ac carriers<

Questioning

Most air/i!es ha"e as e# the ?9estio! =7h #o .eo./e / J> The a!s,er is t .ica// that

the tra"e/ or +9si!ess to see a8i/ "acatio! or schoo/< Ho,e"er *e//eher as e# the ?9estio!

=7h ca! t air/i!es ser"e the .rice a!# co!"e!ie!ce-se!siti"e tra"e/ers ,ho ,o9/# rather tra"e/

+ +9s or carJ> I! a##itio! he as e# se"era/ 8ore ?9estio!s /i e: 7h ca! t I .re-.a or 9e/ i!

a#"a!ce at a /o,er .rice i I thi! that 9e/ .rices ,i// rise i! the 9t9reJ; 7h #o I !ee# to ee#

.eo./e o! short-ha9/ /i$htsJ; 7h ca! t I / K9st o!e i!# o aircra tJ< These ,ere ?9estio!s

that the /e$ac carriers ha# !ot as e# a!# co9/# !ot a!s,er ,itho9t co8.ro8isi!$ their c9rre!t

+9si!ess 8o#e/s< A!s,eri!$ those ?9estio!s a!# #e"e/o.i!$ a co8.etiti"e strate$ ,as e to

s9ccess< I!!o"ati"e /ea#ers /i e *e//eher ta e ?9estio!i!$ a ste. 9rther + cha//e!$i!$

ass98.tio!s a!# are !ot co!te!t ,ith 8ai!tai!i!$ the stat9s ?9o


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Observing

*e//eher a!# his tea8 o+ser"e# that + !ot .ro"i#i!$ 8ea/s !ot assi$!i!$ seats a!# !ot

.ro"i#i!$ i!ter/i!e +a$$a$e tra!s ers So9th,est a"oi#e# ha"i!$ to .er or8 acti"ities that s/o,e#

#o,! other air/i!es< I!!o"ators oc9s o! #etecti!$ s8a// +eha"iora/ #etai/s a!# the! s9$$est !e,

,a s o #oi!$ thi!$s<

Experi enting

As CEO he ,as ,i//i!$ to tr o! !e, e .erie!ces to create a cor.orate c9/t9re a!#

e!"iro!8e!t that ostere# e .eri8e!tatio!< His air/i!e ,as 9!/i e a! other i! the i!#9str at the

ti8e a!# +eca9se he oc9se# o! a si!$/e aircra t t .e it a//o,e# the /i$ht cre, $ate a$e!ts a!#$ro9!# cre,s to +e "er .ro icie!t ,ith their Ko+s< Feca9se his air/i!e ,as !e, he ha# /e i+/e

9!io! r9/es ,hich a//o,e# hi8 to .ro"i#e i!ce!ti"es + ,a o hi$her-tha!-i!#9str -a"era$e

,a$es) to those e8./o ees that #e8o!strate# e ce//e!ce a!# e icie!c i! .ro#9cti"it or their

e orts< This ,as !ear/ i8.ossi+/e to #o at the /e$ac carriers<

!etworking

*e//eher a!# his tea8 ,ere hi$h/ "isi+/e i! the air/i!e i!#9str < 7hether it ,as

i!teracti!$ ,ith $o"er!8e!t a$e!cies re$ar#i!$ air tra"e/ re$9/atio!s .artic9/ar/ at the Lo"e

&ie/# air.ort to 8eeti!$ ,ith 9!io! o icia/s ,or i!$ i! the +est i!terests o their e8./o ees to

co//a+orati!$ ,ith Foei!$ to 8a e the 232 aircra t a +etter #e/i"er .ro#9ct a// co!tri+9te# to

So9th,est s s9ccess< It is reco$!i%e# that 8ost s9ccess 9/ co8.a!ies ,ith i!!o"ati"e

e!tre.re!e9rs 8a e a co!scio9s e ort to $ai! ,i#e/ "ar i!$ .ers.ecti"es<

Charis8atic /ea#ers /i e *e//eher ha"e a .erso!a/ sta e i! sha.i!$ the c9/t9re a!#

.rocesses that #e i!e their i!#9str < Let 9s e ./ore so8e o those characteristics !e t


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Shaping "ulture and #rocesses

Sha.i!$ c9/t9re a!# .rocesses i! a! or$a!i%atio! re?9ires a #e/icate +a/a!ce o 8a!

#i8e!sio!s< I! a rece!t i!ter"ie, Ro+ert Rei# CEO o I!tacct state# =I o9 create a!

e!"iro!8e!t that i!s.ires .eo./e i! the $oo# ti8es a!# +a# the ,i// i$9re o9t the ri$ht strate$

a!# ,i// #o the ri$ht thi!$s ro8 a! e ec9tio! .ers.ecti"e< I 9se# to thi! strate$ e ec9tio! a!#

c9/t9re ,ere a three-/e$$e# stoo/< No, I rea/i%e that i o9 create a $reat c9/t9re the other t,o

,i// o//o, Fr a!t 451 . F04)< 7ith res.ect to So9th,est Air/i!es Her+ *e//eher has

re?9e!t/ +ee! #escri+e# + i!#9str a!a/ sts as a re"o/9tio!i%i!$ a!# strai$ht-ta/ i!$

i!#i"i#9a/< Ho,e"er he has re.eate#/ attri+9te# the co8.a! s s9ccess to a re/e!t/ess oc9s tothe +9si!ess to the cor.orate c9/t9re a!# 8ost i8.orta!t/ to his e8./o ees< I! a! i!ter"ie, he

reco9!te# =7e +asica// sai# to o9r .eo./e there are three thi!$s that ,e re i!tereste# i!< The

/o,est costs i! the i!#9str The +est c9sto8er ser"ice a!# ,e sai# +e o!# that ,e re

i!tereste# i! i!ta!$i+/es a s.irit9a/ i! 9sio! +eca9se the are the har#est thi!$s or o9r

co8.etitors to re./icate the ca! t +9 o9r s.irit< So it s the 8ost .o,er 9/ thi!$ o a//

L9cier 455 .ara 2)< He #e8o!strates a!# rei! orces the co8.a! c9/t9re + re$9/ar/

a..eari!$ i! cost98e or co8.a! e"e!ts re,ar#i!$ e8./o ees or te//i!$ $oo# Ko es a!# has

+ee! !o,! to 8a e 9. so!$s ,hi/e .rese!ti!$ ser"ice a,ar#s< E"e! a ter /ea"i!$ #a -to-#a

o.eratio!s these s.o!ta!eo9s ce/e+ratio!s are sti// co88o!./ace at So9th,est Air/i!es< I! the

.rocess he tra!s or8e# the air/i!e ro8 three Kets to the co9!tr s /ar$est a!# co!siste!t/

.ro ita+/e /o,-cost carrier< He ./ace# a .artic9/ar oc9s o! o!e o the actors that or8 the DNA

o i!!o"ati"e /ea#ers


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$he %ost I portant D!A &actor

A! i!teresti!$ o+ser"atio! ro8 researchers is that the DNA o i!!o"ati"e or$a!i%atio!s

ce!ters o! the o9!#er s DNA< The a9thors o =The I!!o"ator's DNA> .ac a$e it i!to a

ra8e,or the ca// the 3P ra8e,or < That is; Peo./e Processes a!# Phi/oso.hies< &9rr

D er 455 . )< Her+ *e//eher has .erso!i ie# this a!# has share# co88o! traits that ha"e

#e i!e# the s9ccess o i!!o"ati"e /ea#ers< He create# the =E8./o ees &irst C9sto8ers Seco!#>

8a!a$e8e!t .hi/oso.h or the air/i!e< I! 1B21 it ,as co!si#ere# a! e tre8e/ co!tro"ersia/

irst .ri!ci./e 8a!a$e8e!t .hi/oso.h < *e//eher co!si#ere# the =Peo./e> co8.o!e!t o the DNA

ra8e,or as the 8ost i8.orta!t actor< He ratio!a/i%e# that i! the ser"ice i!#9str ,he! o9 +9i/# a co8.a! aro9!# the i#ea o ta i!$ care o e8./o ees a!# ta e care o the8 the treat

the c9sto8ers ,e// so that the 9se the co8.a! s .ro#9cts a!# ser"ices a$ai! to 8a e the

shareho/#ers ha.. ,hich e!a+/es the co8.a! to ha"e the reso9rces to ta e care o the

e8./o ees to co!ti!9e the c c/e< L9cier 455 .ara )< I! esse!ce he reco$!i%e# that he !ee#e#

to treat .eo./e ri$ht trai! the8 to e ec9te the .rocesses i! a! e icie!t 8a!!er so that the

.erso!a// a#o.t the sa8e .hi/oso.h as the co8.a! to #ri"e s9ccess< This DNA ,as

e e8./i ie# + *e//eher ,hich ,as the! i! 9se# to a// e8./o ees ,ithi! So9th,est Air/i!es


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ASSESSMENT3-1 APPLYING THE INNOVATOR'S DNA B

"onclusion

Vario9s /ea#ershi. 8o#e/s a!# .ractices e!co9ra$e i!!o"atio! a!# ta e i!to co!si#eratio!

the $/o+a/ co!te t o i!#9str < Visio!aries a!# i!!o"ati"e +9si!ess /ea#ers are 9!i?9e +9t share

8a! co88o! traits that ha"e #e i!e# their s9ccess< As o9!#er a!# CEO o So9th,est Air/i!es

Her+ *e//eher 9se# the tra!s or8atio!a/ /ea#ershi. 8o#e/ as a $9i#e to #ri"e his e!tre.re!e9ria/

s.irit< As ,e st9#ie# the .ri!ci.a/ e/e8e!ts o the tra!s or8atio!a/ /ea#ershi. 8o#e/ as he

a../ie# it ,e a/so #e/"e# i!to the so ca//e# DNA o these i!!o"ators< 7e e ./ore# the /ea#ershi.

#isco"er s i//s i! the co!te t o So9th,est that s9..ort a!# co!ti!9e to s9..ort i!!o"atio!< 7e

assesse# the actio!s that *e//eher too to sha.e his co8.a! s c9/t9re a!# +9si!ess .rocesses to +e 8ore i!!o"ati"e< Thro9$h a!a/ sis ,e s9$$este# that the =Peo./e> co8.o!e!t o the three

or$a!i%atio!a/ DNA actors is a si$!i ica!t co!tri+9ti!$ e/e8e!t to So9th,est s 9t9re s9ccess<

At the e!# o the #a #isr9.ti"e i!!o"ators s9ch as *e//eher see to tra!s or8 or$a!i%atio!s< I!

his case he ,as act9a// a+/e to tra!s or8 the air/i!e i!#9str < Lea#ers /i e *e//eher i!s.ire

e8./o ees a!# e 9#e a! i! ectio9s e!th9siastic e!er$ to achie"e $reat thi!$s


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'e(erences

Fass F< M< Ri$$io R< E< 455 )o ice-ro+ert-rei#-o -i!tacct-the-c9/t9re-a/,a s-co8es- irst

mba-fp6006_karbowskiferdinand_assessment3-1 applying the innovator's dna

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