Harvard Business Review - 2018.03,04.pdf

Why questions matter more than answersPAGE 6 4BETTER BRAINSTORMINGHBR.ORG MARCHAPRIL 201846 SPOTLIGHTHR Goes Agil ePeter Cappelli and Anna Tavis72 MARKETINGThe B2B El ements of Val ueEric Almquist,Jamie Cleghorn,and Lori Sherer96 GOVERNANCEHow to Be a GoodBoard ChairStanislav Shekshnia140 MANAGING YOURSELFThriving in the Gig EconomyGianpiero Petriglieri,Susan Ashford,and Amy WrzesniewskiDOUBLE ISSUERECORDINGOLYMPIC DREAMSSince 1932,OMEGA has known that the Olympic Games is a stage for dedicated athletes to reach their dreams.Thats why we love our role as Official Timekeeper and why were so passionate about providing trusted precision in every single event.SEAMASTER PLANET OCEANPYEONGCHANG 2018 EDITIONExclusively at OMEGA Flagship Boutiques and selected retailers worldwidePHOW WELL GETS DONE.Knowi ng not guessi ng.I mpl ement i ng not t heor i zi ng.Thi s i s how f r agment ed car e becomes mor e connect ed.How hi gher qual i t y i s del i ver ed at a l ower cost.How chr oni c i l l ness becomes not so chr oni c.How dat a i s gat her ed and anal ysi s i nspi r es act i on.How col l abor at i on becomes mor e cont agi ous.Thi s i s how we t ackl e t he bi ggest chal l enges i n heal t h car e and bui l d a heal t hi er wor l d.2017 Optum,Inc.All rights Data and Analytics|Pharmacy Care Services|Population Health Management|Health Care Delivery|Health Care Operations46HUMAN RESOURCESHR GOES AGILEAgile isnt just for tech anymore.Peter Cappelli and Anna Tavis54LEADERSHIPCO-CREATING THE EMPLOYEE EXPERIENCEA conversation with Diane Gherson,IBMs head of HRLisa Burrell59MANAGING PEOPLEONE BANKS AGILE TEAM EXPERIMENTHow ING revamped its retail operationDominic Barton,Dennis Carey,and Ram CharanMARCHAPRIL 2018SPOTLIGHT THE NEW RULES OF TALENT MANAGEMENT4 5ON THE COVER:DON FARRALL/GETTY IMAGES;JUJ WINN/GETTY IMAGESMARCHAPRIL 2018HARVARD BUSINESS REVIEW7CONNECT WITH HBRJOIN US ON SOCIAL MEDIACONTACT HBRWWW.HBR.ORG TWITTER hbr,HarvardBizFACEBOOK HBR,Harvard Business ReviewLINKEDIN Harvard Business ReviewINSTAGRAM harvard_business_reviewPHONE 800.988.0886EMAIL customerservicehbr.org editorshbr.org designershbr.org publishershbr.orgMARCHAPRIL 2018MANAGING PEOPLEBetter Brainstorming Focus on questions,not answers,for breakthrough insights.Hal Gregersen64MARKETINGThe B2B Elements of Value How to measureand deliverwhat business customers wantEric Almquist,Jamie Cleghorn,and Lori Sherer72THE HBR INTERVIEW“Businesses Exist to Deliver Value to Society”A conversation with Merck CEO Kenneth FrazierAdi Ignatius82FINANCEAre Buybacks Really Shortchanging Investment?What the argument against stock repurchases gets wrongJesse M.Fried and Charles C.Y.Wang88GOVERNANCEHow to Be a Good Board Chair The key is to remember youre not the CEO.Stanislav Shekshnia96ECONOMYIs Lack of Competition Strangling the U.S.Economy?The troubling effect of industry consolidation and other forces on productivity,wages,and income inequalityDavid Wessel106RISK MANAGEMENTWhy Compliance Programs Fail And how to fix themHui Chen and Eugene Soltes116LEADERSHIPBeating the Odds Leadership lessons from senior African-American womenLaura Morgan Roberts,Anthony Mayo,Robin Ely,and David Thomas126DIVERSITYDiversity and Authenticity Minorities hesitate to share information about themselves at work.Thats a problem for everyone.Katherine W.Phillips,Tracy L.Dumas,and Nancy P.Rothbard13272DENAMAZANIK/ISTOCK8 HARVARD BUSINESS REVIEWMARCHAPRIL 2018FEATURESHARVARD BUSINESS REVIEW CONTENTSMARCHAPRIL 2018 12 From the Editor 14 Contributors 18 Interaction 152 Executive Summaries22MANAGING ORGANIZATIONSWhy You Should Rotate Office Seating AssignmentsSometimes seating plans really matter.plus A roundup of the latest management research and ideas34DEFEND YOUR RESEARCHCold Showers Lead to Fewer Sick DaysDousing yourself with freezing water may boost your physical resilience,a new Dutch study shows.HOW I DID ITAEIs President on Measuring the Impact of IdeasSales and shareholder returnscommon for-profit metricscant measure a think tanks effect on society.Arthur C.Brooks37LIFES WORK JANE FONDA156140MANAGING YOURSELFThriving in the Gig EconomyHow successful freelancers manage the uncertaintyGianpiero Petriglieri,Susan Ashford,and Amy Wrzesniewski145CASE STUDYPrune the Brand Portfolio?After a big merger,a global hotel company must decide whether to keep or absorb its acquired chains.Chekitan S.Dev150SYNTHESISOur Brains on DrugsWhat we do and dont know about psychoactive substances JM OlejarzNew Thinking and Research in ProgressManaging Your Professional GrowthARIEL ZAMBELICH;LOREEN SARKIS/GETTY IMAGES10 HARVARD BUSINESS REVIEWMARCHAPRIL 2018IDEA WATCHEXPERIENCEDEPARTMENTSHARVARD BUSINESS REVIEW CONTENTSEmerging technologies mark only the fi rst step in creating the workforce of the future.Successful companies will also elevate innovation,creativity and customer focus by empowering their people.Learn more on how KPMG can help you transform your organization with intelligent automation.Visit KP