Harvard Business Review - 2020.03,04.pdf

HB R.O R G Marc h April202010 4 Your Company Is Too R isk-Averse58 Wh ats R eally Holding Women B ac k?68 How Insider CEO s Suc c eedCreating a Culture of Exper mentationGood tools arent enough.You need a total c h ange in Mar chApr i l 202039SPOTLIGHT PRODUCTIVE INNOVATION40 INNOVATIONBui l di ng a Cul t ur e of Exper i ment at i onIt takes more than good tools.It takes a complete change of attitude.St e f a n T h o mk e48RESEARCHAvoi d t he Pi t fal l s of A/B Test i ngMake sure your experiments recognize customers varying needs.Ia vo r Bo jin o v,Guilla ume Sa in t-Ja cque s,a n d Ma rt in T in gle y54Q&A“The Power of These Techni ques Is Onl y Get t i ng St r onger”A conversation with Pinterests Jeremy KingCo n t e n t sPh o t o g rap h by HAROLD EDGERTON20 1 0 MIT.Co urtesy o f MIT MuseumHarvard B usiness R eviewMarch Ap ril 20205MarchApril 202094LEADERSHIPBecomi ng a Bet t er Cor por at e Ci t i zenHow PepsiCo moved toward a healthier futureIn dra K.No o yi a n d Vija y Go vin da ra ja n10 4RISK MANAGEMENTYour Company Is Too Ri sk-Aver se Heres why and what to do about it.Da n Lo va llo,T im Ko lle r,Ro be rt Uh la n e r,a n d Da n ie l Ka h n e ma n114HUMAN RESOURCESCr eat i ng a Tr ans-Incl usi ve Wor kpl ace How to make transgender employees feel valued at workCh rist ia n N.T h o ro ugh go o d,Ka t in a B.Sa wye r,a n d Je n n ica R.We bst e r126ENTREPRENEURSHIPBeyond Si l i con Val l ey How start-ups succeed in unlikely placesAle x La za ro w57FEATURES58ORGANIZATIONAL CULTUREWhat s Real l y Hol di ng Women Back?Its not what most people think.Ro bin J.Ely a n d Ire n e Pa da vic68LEADERSHIPHow Insi der CEOs Succeed Advice from those whove done itAn dre w P.Ch a st a in a n d Mich a e l D.Wa t k in s76MARKETINGPr i ci ng Pol i ci es That Pr ot ect Your Br and How to prevent unauthorized discountingAye le t Isra e li a n d Euge n e F.Ze le k Jr.84OPERATIONSA Mor e Sust ai nabl e Suppl y Chai n Companies tend to focus on their top-tier suppliers,but the real risks come lower down.Ve rn ica H.Ville n a a n d De n n is A.Gio iaIllust rat io n by ANTHONY GERACE586Harvard B usiness R eviewMarch Ap ril 2020IDEA WATCHNe w R e s e a r ch a n d Eme r gi n g I n s i ght s17MARKETINGWhy Sol i ci t i ng Donat i ons at t he Cash Regi st er Can Backfi r eUse these strategies to ensure that it doesnt.PLUS The top business transformations of the past decade,a way to keep performance rankings from killing cooperation,and more30 DEFEND YOUR RESEARCHA Subor di nat es Cr i t i ci sm Makes You Mor e Cr eat i veNegative feedback has a positive effect when it comes from an employee rather than from a boss.DEPARTMENTS10 FROM THE EDITOR12CONTRIBUTORS148 EXECUTIVE SUMMARIESEXPERIENCEAd vi ce a n d I n s pi r a t i on135MANAGING YOURSELFFi r i ng wi t h Compassi onDos and dontsJo e l Pe t e rso n17135MarchApril 202033Ph o t o g rap h by PEDRO GUIMARES33HOW I DID ITTi l r ays CEO on Becomi ng t he Fi r st Mover i n a Cont r over si al Indust r yThe author could see a global future for medical cannabis.Bre n da n Ke n n e dy140 CASE STUDYPur sue Your Dr eam or Move On?A social entrepreneur considers how she can have the most impact.So ph us A.Re in e rt146SYNTHESISOne Last Chance t o Fi x Capi t al i smTo avert upheaval we need policy change and private-sector leadership.Sco t t La Pie rre152LIFES WORKDean Koont z8Harvard B usiness R eviewMarch Ap ril 2020We r e pr oud t ha t t he pa pe r w e us e i n our pr i n t ma ga zi n e i s ce r t i fie d un d e r t he Sus t a i n a ble For e s t r y I n i t i a t i ve pr ogr a m,me a n i n g t ha t i t come s fr om r e s pon s i bly ma n a ge d s our ce s a n d i s a r e n e w a ble r e s our ce.Our Commitment to SustainabilityIs my life sustainable?What about the way I invest?Can I do good and do well?investment products,becoming one of the global?have shown that investing sustainably can deliver equivalent or greater returns than traditional?together,we can create a sustainable future that?For some of lifes questions,youre not alone.?The Right Thing to DoWE TALK A LOT about the impor-tance of authenticity.The ability to be true to yourself has been tied to higher engagement,greater workplace satisfaction,better performance,and increased over-all well-being.But if your gender identity doesn t conform to the sex you were assigned at birth,the likelihood is high that you aren t bringing your whole self to work.The workplace is deeply unkind to transgender people.Study after study shows that they are stigma-tized and discriminated against.A 2015 survey of trans individuals in the United States revealed that an appalling 77%reported taking active steps to avoid mistreatment at work,such as hiding their gen-der identities or quitting their jobs.Two-thirds reported negative work outcomes,such as being fired or forced to resign,not being hired for a job,or being denied a promotion.The experience of burying their true natures can be psychologi-cally devastating for trans individ-uals,as Christ