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WELCOME
Our session starts on the hour.
• Open and enter in CHAT where you are Zooming from and something you learned in the COVID era.
• All are MUTED while we present; UNMUTE to report-out or ask/answer a question.
• Today’s session is being recorded; all registrants will receive a link to the recording and slides.
© 2020 IntelliVen, LLCAll rights reserved. Quotation, reproduction or transmission is prohibited
without written permission from IntelliVen, LLC, Peter F. DiGiammarino
Manage to Lead Immersion Program:
Seven Truths to Help YOU Change the World
Online Interactive Overview Workshop
For: National Association of the Remodeling Industry
April 21, 2020
Peter DiGiammarino
CEORyan Schmelz
COO/CTO
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Session Leaders
Peter DiGiammarino
• Led ventures acquired by General
Dynamics, Booz Allen Hamilton, CGI,
Oracle, Unison, among others.
• Founded and runs IntelliVen to help
leaders and teams get clear, aligned,
and grow to realize maximum value in
minimal time without drama.
Professional CEO
Ryan Schmelz
• Senior executive positions in
technology, financial services, market
research, and legal services.
• Team builder who leads large and
small organizations across functional
units, including marketing, sales,
finance, and operations.
Professional COO/CTO
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TOPICS
5’ Where Manage to Lead Comes From
35’ Manage to Lead System Overview
o Idea-to-Benefit
o WHAT-WHO-WHY (practice case and breakout)
o Change Framework
o Initiative-to-Action
5’ MtL Immersion Program Summary
5’ Reflections, Comments, Q&A, Survey
5
MtL is management’s guide to mature operations in sync with stage of
evolution and to get ready for the next…with no drama.
Grew and sold Cyber IT firm for 3X initial value
Grew and sold S/W & Services firm for 3X initial value
Grew and sold S/W & Services firm for 4X invested capital
Grew and sold Consulting firm for 4X initial value
Grew and sold IP Mgt firm for $35M
Grew and sold Electronic Discovery firm for 40X initial value
Grew and sold OD and CM firm for 2X initial value
Helped grow startup IT company to 10,000 people and $1B
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Representative Industry Clients
Business Description
Andrew Mark Construction High-end San Francisco renovation contractor
REICO Kitchen & Bath mid-Atlantic region
Kitchen & Bath Global Group Provider of services to Kitchen & Bath companies
Star Construction Construction contractor Connecticut
Sasso Construction Construction contractor Boston MA
Signature Companies High-end home components; Mid-Atlantic
MingleKitchen & bath design, showroom, and implementation; Minnesota
ATC-HVACInstall, repair, and maintain HVAC equipment for commercial and residential customers in San Bernardino
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$M
Revenue
Year
Post MtL
Case Example
Pre-MtL
Year
30
15
5
8
Implement
Communicate and Plan
Design and Align
Idea-to-Benefit
Set Intent
Operate
CHAT: HOW OFTEN DO INITIATIVES BECOME BENEFITS AS DESCRIBED?
Get Clear
Know whose problem
you solve, how, and
how well.
Truth. An organization exists
to solve a problem for people.
Action.
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[product or service delivered]provides…
WHAT
[position/persona of identified buyers]for…
WHO
[better, cheaper, faster solution to
important, pervasive, persistent problem]WHY
they pay for it.
The _______[name]____________ organization:
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Targeted access to peopleprovides…
WHAT
Advertisersfor…
WHO
Can say what they want to exactly who
they wantWHY
they pay for it.
The ___Facebook__ organization:
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Access to peopleprovides…
WHAT
Advertisersfor…
WHO
Highly targeted segmentationWHYthey pay for it.
The _______Facebook____________ organization:
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WHAT ABCo provides, for WHO, and WHY.
• For residential homeowners and light commercial business owners.
• Designers/architects/engineers.
• For current clients.
for…
WHO
• Our skill set and personalities suit working with end users.
• Because there is a large gap in knowledge and systems for all
independent design professionals for outlining a scope of work that fits
the end user and desired budget.
• To keep relationship continuity.
WHYthey pay for it.
Residential Remodeling Services to homeowners living in San Francisco.
We have revisited the industry standard way of signing up clients with a
heavy focus on pre-construction services. We create a team pre-project
(homeowners, designers and builders), so we can meet the clients needs
while staying within budget and time constraints along with giving insight
of potential problems / cost-overruns etc. that we foresee.
ABCo provides…
WHAT
Practice Case: ABCo
• Copy the link in CHAT and paste it into your browser to
show the ABCo WWW.
• 10’: Break you out into a random group.
1. Greet each other, one of you shares your screen showing
ABCo’s WWW.
2. Select a reporter and choose one W to work on.
3. Agree on one or two points you notice about ABCo’s entry for
your group’s W.
• 10’: Return to main room to share your group’s points.
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What ABCo provides, for WHO, and WHY.
• For residential homeowners and light commercial business owners.
• Designers/architects/engineers.
• For current clients.
for…
WHO
• Our skill set and personalities suit working with end users.
• Because there is a large gap in knowledge and systems for all
independent design professionals for outlining a scope of work that fits
the end user and desired budget.
• To keep relationship continuity
WHYthey pay for it.
Are some of these not in 1 and 2?
What are the skill sets and personalities?
Between what and what?
Does this apply to home owner or
designer/architect or both?
Are residential and home redundant?
Residential Remodeling Services to homeowners living in San Francisco.
We have revisited the industry standard way of signing up clients with a
heavy focus on pre-construction services. We create a team pre-project
(homeowners, designers and builders), so we can meet the clients needs
while staying within budget and time constraints along with giving insight of
potential problems / cost-overruns etc. that we foresee.
ABCo provides…
WHAT
Answers WHO
Answers WHY
Where: In SF? Bay Area? North Bay?
Profile:
• With certain income/wealth?
• At a certain age, stage or circumstance?
Answers WHAT Answers HOW
Which are paying customers?
Are architects more of a channel>?
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What ABCo provides, for WHO, and WHY
• Residential remodeling services
• New construction
• Pre-construction planning, scoping, and alternatives analysis
• First-rate subcontractors
• Intimate customer communication throughout the construction project
ABCo provides…
WHAT
Fairly affluent new or existing homeowners who:
• Want to make-over part or all of their home in San Francisco’s Pacific Heights,
Marina, Noe Valley, and Mission neighborhoods.
• Have undertaken a remodel project in the past so that they understand that during
the project their overall experience is heavily determined by the contractor they
hire.
for…
WHO
• Transparency to the construction process. I.e., the homeowner knows where things
are and what is going on every step of the way.
• Sub contractors are on-time and do great work
• Impeccable track record
• No risk of surprise costs or shoddy work.
• Full warrantee of all work.
• Track record of success and 100% compliance with local laws and best practices.
WHYthey pay for it.
Consolidated
• P R E P AR I N G A W W W I S M O R E O F A C H AL L E N G E
T H AN I T F I R S T S E E M S .
• I T ’ S S T R AI G H T F O R W A R D F O R A T E AM T O U P G R AD E
I T S W W W … B U T I T T AK E S F O C U S E D E F F O R T .
• I T I S W O R T H T H E T R O U B L E F O R A T E AM T O W O R K
O N T H E I R W W W .
• AL I G N M E N T F O L L O W S C L AR I T Y R E AC H E D J O I N T L Y .
WWW Take-Aways
Get Aligned
Decide what kind of
leader to be and collect
followers.
Truth. It takes a team.
Action.
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There are many ways to lead.
SERGEANT: follow me
LEAGUE: team of leaders
ICON: team carries leader
HERO: leader carries team
HERDER: get along
TEACHER: come along
Plan Change
Truth. Context matters.
Decide what must
change, why, and how.
Action.
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A Typical Annual Strategy Offsite
Discuss, Dialogue, Create,
Debate, Decide
Offsite
(Process)
.___
.___
Strategic
Initiatives
List
(Output)
Collect
Data
Organize/
Assess
Pre-Offsite
(Input)
Meeting Flow
Activity
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List Value Creation Initiatives OpEx Initaitives
Overhead Initaitives
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What Happens After a Typical Offsite
.___
.___
Offsite
.___
.___
Actual
Implementation
FLAT-LINED
Same meeting
next year!
Imagined
Offsite
THRIVING
Benefits
realized.
Implementation
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To change the game: codify Ease and Value
of each initiative.
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Prepare Heat Map to identify most doable
Value Creation Initiatives with greatest lift.
Ease
of
Imp
lem
en
tati
on
(1 H
ard
–10 E
asy)
10
5
1
Value ($M)
1.5 3
Disciplined
Pricing
Market
Pricing
Premium
Services
Upsell
Services
Charge/seat
Bill on
Contract
Net 30
Market
Pricing
Easy and High Value (QUICK WINS)
Hard and High ValueHard and Low Value
Easy and Low Value
Disciplined
Pricing
Market
Pricing
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Assign Executive Sponsors
and Business Owners.
Erika
Josh
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Use the Change Framework to compel
important Value Creation Initiatives
What really good things happen if we change?
What really bad things happen if we do not
change?
We sell more but make less. Leaves us in perilous
position…we could go out of business!
Case for Change
How things will be
after the change.
List prices at 95% of
top end with quality to
back it up.
Target State
What will be hard about implementing the
actions needed to achieve the target state?
Distributed catalogs, sales materials and
mindsets are hard-wired to low prices
Barriers
How things
are now.
Our product list prices
are at a discount to
comparable offerings
Current State
Increase prices to market rates.
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Use Initiative-to-Action to assign resources,
set direction, and launch.
Resources
Stakes
Approach
Timetable
Metrics
Concerns
Do & Review
Take action.
Review what happens.
Truth. It pays to pay attention.
Action.
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Prepare Road Map to show
what happens when.
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Launch top initiative, drive to complete, repeat.
Initiatives Heat MapInitiative-
to-Action Road Map
90+% of initiatives fail due to
lack of management attention Jones, Capers 1991
Change Framework
What goes wrong?
Get Help
Truth. No leader succeeds alone.
Build a board. Retain
experts. Get a coach.
Action.
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Set up a System of Support for Success
Leader
Workers
Subject Matter Experts
Accountability Board
Executive Coach
Inside the organization
Outside the organization
Core Leadership Group
Leadership Community
Learning Community
Peer Group
Grow
Grow to increase value, impact,
and opportunity.
Truth. Growth is good.
Action.
35
Concept Startup Credible Sustainable MatureSTAGE
CONCERNS
DEFINING
ELEMENTS
• Execution
• Growth
• Performance
• Plan
• Leadership
• Drive
• Payoff
• Managing
Growth
• Going Concern
• Sale or Finance
• IPO
• New Growth
• Complacency
• Routine
• Proof
• Survival
• Focus
• First clients
• First employees
• Revenue/Funding
• Get Started
• Concept
• Money
• Team
Organizations evolve through five more-or-less
well-defined stages of operational maturity.
The Seven Truths:disarmingly simple…and NOT easy!
• Get Clear
• Get Aligned
• Plan Change
• Do & Review
• Get Help
• Focus
• Grow
37
Your Case IS the Course
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SELF-PACED LEARNING SYSTEM*Content for all 10 Modules Accessible 24/7 for life!
Topic Module Structure
1. TOPIC CONTENT
o Truth and Actions it Drives
▪ 2-3 3-7-min video clips
▪ MtL and related readings
o Practice Case(s)
o Focal Questions (to stimulate
synthesis and test team alignment)
3. TOPIC REINFORCEMENT
o What Really Happened
o Examples
o Additional Material
o YOUR CASE Implementation
4. RATING & REFLECTIONS
o Take-Aways
o Questions
o YOUR CASE Implications
o Effectiveness Rating
2. LIVE COHORT ZOOM SESSION
o Prior topic Take-Aways/Questions
o Practice Cases
o Role-Plays and Feedback
o YOUR CASE Application and Feedback
* Provided by the University of Massachusetts Amherst University Without Walls using Blackboard integrated with CourseArc.
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10 online 24/7 accessible learning modules that:• Teach an integrated plan of action and tools to make planned change.
• Are each supported by a two-hour instructor-led interactive online session.
• Provide ongoing, iterative feedback on YOUR CASE from other teams,
instructors and Outside Executives.
provides…
WHAT
Leaders and their teams of 3 to 7 who lead a:• Significant internal organization unit or function.
• Baby-boomer owned and operated company preparing for transition.
• Startup ready to go from Friends and Family to Series C.
• PE/VC/CEO management team expected to generate a return.
for…
WHO
In order to achieve maximum value in minimal time:• Sync operations with stage of evolution and prepare for next
• Identify and implement Value Creation Drivers and Initiatives
• Develop core messages
• Have a shared team experience working ON the business:
Your Case IS the Course!
WHYpay for it.
Manage to Lead Immersion Program
Immediate Reactions
• REFLECTIONS
• COMMENTS
• QUESTIONS
Click here to apply. Organizations with less than 500 employees are eligible for a 20% discount to listed prices, with flexible timing of payments if needed, for applications received by May 10, 2020.
Ways to Access MtL System for maximum value in minimal time … with NO drama.
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FREE
LIVE-GUIDED
INTELLIVEN.COM
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24
IN-SOURCED SERVICES
MtL Value Creation Program• Develop, launch and guide operating plan
• Liaise between Management Team and Board
Financial plan, monthly management & control
Executive Reviews
Account Reviews
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NARI Wrap Up
