Forget your MBA: A framework for being a manager in creator culture

MBA
FORGET YOUR
A FRAMEWORK FOR
BEING A MANAGER IN
A CREATOR CULTURE
Marcelo Somers
Media Product Manager
Sabre Holdings
@marcelosomers
behindcompanies.com
Making money
IS NOT YOUR GOAL
Profit […] is the result of doing things right
rather than the purpose of business activity. It
is, above all, determined by what is necessary to
attain company objectives. Profitability is a
measurement of how well the business discharges
its functions in serving market and customer.
- Peter Drucker in Management: Tasks, Responsibilities, Practices ( />“
http://www.flickr.com/photos/38047620@N00/3745750018/
When you look at growth as a strategy, it becomes somewhat
seductive, addictive. But growth should not be—and is not—a
strategy; it’s a tactic. The primary lesson I’ve learned over the years is
that growth and success can cover up a lot of mistakes. We’re going to
make more mistakes. But we’ve learned a great lesson. And as we
return the company to growth, it’ll be disciplined, profitable growth
for the right reasons—a different kind of growth.”
- Howard Schultz, Starbucks CEO ( />“
Amazing
BUILD AN

PRODUCT
(or service!)
At Apple the top priority is the product.
Sounds trivial, but very few companies place product first.
Those who do tend to be producing creative works (e.g. movie or
advertising studios, companies built around a creative process).
Most companies place either production or distribution first.
Placing product first forces the bizarre behavior that Apple is
well known for: being innovative and quixotic. It makes them
foolish and hungry. Sometimes it even makes them
catastrophically destructive to competitors.”
- Horace Dediu ( />“
/>http://www.flickr.com/photos/18874793@N00/1507407136/
Farming
vs Mining
http://www.flickr.com/photos/94881465@N00/2268231965/
Real Artists ship
IDEAS ARE CHEAP,
/>Manager
THE ROLE OF A
A lot of startup talk seems to say that you should simply get a lot of
smart people together and let them do whatever they want until
something sticks, and that is a recipe for success in everything (product,
team happiness). This is wrong. So wrong.
Creativity comes from constraints and direction. For us, the hard part
of this was to actually define the problems / goals we were attacking and
then ruthlessly refuse projects that didn’t address these. Instead, we
found it so much easier to simply say “yes” whenever someone suggested
something, but then let it die later through neglect or lack of interest –

on purpose, or otherwise. This is a horrible idea, because it not only
communicates an utter lack of focus but it is completely and utterly
opposite of honest communication, and leads to people feeling betrayed,
and rightly so.
Instead, you should provide a problem and framework, then let
employee X figure out the solution.
- Justin Kan of Justin.tv ( />“
Experience
DON’T HIRE FOR
Knowing that “it can’t be done” because you can
recount each of the failed attempts in the last 20
years to solve the problem can be a boat anchor
on insight and imagination. This not only
effects individuals, but happens to companies as
they age.
- Steve Blank ( />“
Insanely Happy
MAKE YOUR CUSTOMERS
Revenue
DON’T CHASE
AT THE EXPENSE OF
WHAT MAKES YOU
SUCCESSFUL
http://www.flickr.com/photos/jorgeq82/5401489188/in/photostream/
Golden Gooses
SLAUGHTER YOUR
Thank You.
@marcelosomers
behindcompanies.com

linkedin.com/in/marcelosomers
NOTES AVAILABLE:
BIT.LY/CREATOR-FRAMEWORK