Harvard Business Review - -2015.11.pdf

WHO IS#1?SEE PAGE 4965 SpotlightThe Data-Dri ven Marketer110 ResearchWhy Organi zati ons Dont LearnFrancesca Gino and Bradley Staats130 Managing YourselfBe Your Own Best AdvocateDeborah M.KolbNOVEMBER 201 5Find out in this year s list of the world s best-performing CEOsThe value of investments can fall as well as rise.You may not get back the amount originally invested.Issued in Australia by UBS AG ABN 47 088 129 613(AFSL*No.231087).*AFSL means holder of Australia Financial Services License.UBS 2015.All rights reserved.Is my businessgrowing fast enough?Can I afford to take on more staff?Can I afford not to?Expanding your business is exciting.But taking it to the next level can be daunting.To help you grow from founder to executive,from small to big,you need the right information,knowledge and advice.The depth of our business experience means were well placed to accompany you on that journey and help you to safeguard your personal financial future as your business takes off.For some of lifes questions,youre not alone.Together we can find an CartierROTONDE DE CARTIERL A R G E DAT E,R E T R O G R A D E S E C O N D T IM E ZO N E,A N D DAY/N IG H T IN D IC ATO R 19 0 4 M CTHI S ROTONDE DE CARTI ER WATCH COMBI NES THREE WATCHMAKI NG COMPLI CATI ONS I NTO THE MANUFACTURE MOVEMENT 1904 MC FOR A BOLD AESTHETI C WI TH CLEAN LI NES AND REFI NED DETAI LS.ESTABLI SHED I N 1847,CARTI ER CREATES EXCEPTI ONAL WATCHES THAT COMBI NE DARI NG DESI GN AND WATCHMAKI NG SAVOI R-FAI RE.November 201565Contents66MARKETINGThe New Science of Customer Emotions Companies can now rigorously measure and strategically target the feelings that drive customers behaviorgiving them a powerful source of competitive advantage and growth.Scott Magids,Alan Zorfas,and Daniel Leemon78ANALYTICSDont Let Big Data Bury Your BrandOn finding the right balance between short-term sales promotions and long-term brand building Peter Horst and Robert Duboff88CUSTOMERSCompeting on Customer Journeys By strategically shaping the digital path to purchase,companies are locking in customers for the long term.David C.Edelman and Marc SingerSPOTLIGHT ON DIGITAL CUSTOMER ENGAGEMENTABOVE Hong Hao My Things No.5(detail),20012002 Scanned objects Digital c-print ON THE COVEROur top CEO shot on location in Bagsvrd,Denmark,by Thomas SkouNovember 2015Harvard Business Review7For the most cri ti cal questi ons.No matter how complex your business questions,we have the capabilities and experience to deliver the answers you need to move forward.As the world s largest consulting fi rm,we can help you take decisive action and achieve sustainable results.www.del oi 2015 Deloitte Development LLC.All rights reserved.Features November 201549THE BIG IDEAThe Best-Performing CEOs in the WorldWhich 100 executives delivered top results over their entire tenures?HBRs 2015 ranking provides the answer.102STRATEGYThe Prius ApproachHow hybrid technologies help companies survive disruption and shape the futureNathan Furr and Daniel Snow110ORGANIZATIONAL CULTUREWhy Organizations Dont LearnBiases toward success,action,conformity,and outside experts hold companies backbut can be overcome.Francesca Gino and Bradley Staats120ECONOMICS&SOCIETY“Im Not Talking About This to Win a Popularity Contest”A crusader against short-term thinking discusses what it might take to change the financial system.BlackRock CEO Larry Fink,interviewed by Adi IgnatiusTHOMAS SKOUHBR.ORGNovember 2015Harvard Business Review9Departments November 2015IN EVERY ISSUE 14 From the Editor 22 Interaction 38 Vision Statement 40 Strategic Humor 153 Executive SummariesEXPERIENCE130MANAGING YOURSELFBe Your Own Best AdvocateDont overlook the many opportunities for informal negotiation at the office.Deborah M.Kolb145CASE?STUDY Is a Start-Ups Strength Becoming Its Weakness?The founders of a popular website consider whether to monetize its free service.Ramana Nanda and Liz Kind150SYNTHESISThe Evolving Cyberthreat Three recent books on cybercrime JM Olejarz156LIFES WORKBill T.Jones The artistic director,choreographer,and dancer on being a tough leader IDEA WATCH28TECHNOLOGYSmarter,Smaller,Safer RobotsA new generation of robots will revolutionize manufacturing.PLUS“Inoculating”customers against disappointment,regulatory leniency for socially responsible firms,and more34DEFEND YOUR RESEARCHCEOs with Daughters Run More Socially Responsible FirmsNew research shows that children change the way their parents actand not just at home.43HOW I DID ITAnalysis Groups CEO on Managing with Soft MetricsDetermining pay not with formulas but through extensive discussion of what seems fairMartha SamuelsonFLORA HANITIJO;JASON POLAN“Youve got to know how to say,I made a mistake.”How long can a website survive without an influx of cash?page 145156HBR.ORG12 Harvard Business ReviewNovember 2015A WATERSHED FOR WATERSHEDS.2015 Citibank,N.A.Member FDIC.Equal Opportunity Lender.Citi and Citi with Arc Design are registered service marks of Citigroup Inc.The Worlds Citi is