From Dilbert to devotee?

Lots has been written about Microsoft’s acquisition of LinkedIn for a mere $26 billion. One of the most interesting articles was in fact not an article but the publication of the full text of Jeff Weiner's e-mail to all LinkedIn staff.

Whilst there was much in it that is intriguing and much that has already been discussed, as a brand advocate and a believer in that the best brand managers are actually CEOs who recognise their importance in championing a brand's purpose and philosophy, it was what he had to say on this that really captured my attention.

He describes what must have been a "road to Damascus" moment (or decade) when he went from slightly cynical critic to a complete convert on the topic on culture.

"Ten years ago, had you asked me about culture and values I would have rolled my eyes and recited a line from Dilbert. But when I started as CEO I began to appreciate just how important they were. Culture and values provide the foundation upon which everything else is built. They are arguably our most important competitive advantage, and something that has grown to define us. It’s one thing to change the world. It’s another to do it in our own unique way".

I remember those Dilbert cartoons lampooning corporate missions and visions and the values underpinning them.

I even tried the (in)famous Dilbert's Automatic Mission Statement Generator which created classics like “It is our job to continually foster world-class infrastructures as well as to quickly create principle-centered sources to meet our customers’ needs” and “Our challenge is to assertively network economically sound methods of empowerment so that we may continually negotiate performance-based infrastructures.”

Weiner, however, is equally clear and un-Dilbert like about the importance of purpose “Every day I come to work, I'm primarily guided by two things: first, realizing our mission and vision. While this has always been top of mind for me, it’s never been more so than now…[the second being culture and values]”.

For me, there is a clear parallel with what Elisabeth Murdoch said in 2012 at the MacTaggart lecture a few months after the News of the World was closed down.

“Personally, I believe one of the biggest lessons of the past year has been the need for any organisation to discuss, affirm and institutionalise a rigorous set of values based on an explicit statement of purpose”.

Other famous CEOs, like Michael Eisner, have espoused these beliefs and if as many commentators are saying the brand is the business and the business is the brand, it is crucial they accept another C-Suite role – CBO – Chief Brand Officer.