Emotional Capital: Maximising the Intangible Assets at the Heart of Brand and Business Success: Capturing Hearts and Minds to Create Lasting Business Success (Capstone Paperbacks S.) - Softcover

Thomson, Kevin

Softcover

ISBN 10: 1841120987 ISBN 13: 9781841120980

Verlag: Capstone Publishing Ltd, 2001

Inhaltsangabe

In Emotional Capital, Thomson illustrates the real-life impact of a fired-up workforce on financial performance and shows how to manage and leverage knowledge and emotion to drive positive change and lasting business success.

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Kevin Thomson has been at the forefront of internal marketing and communication for more than a decade, advising boards of many of the world's top companies including KPMG, British Airways, IBM, Ericsson and Sony. He is Chairman of the MCA group of companies including the Marketing & Communication Agency Ltd (MCA) and MCA Live, Europe's first advisory firms to specialise in aligning people with business and brand values. The leading authority on applying external marketing concepts internally, Thomson is the author of numerous management books and articles. An inspiring speaker, he regularly addresses international conferences and events as well as leading corporate seminars and masterclasses. In 2000, he was named one of 'Thirteen Masters of the Next Century,' along with Gary Hamel, Charles Handy, Bill Gates, and Daniel Goleman, by one of Europe's leading management associations.

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'Our people are our most valuable asset.' This has become the rallying cry for many organizations in recent years, yet has failed to deliver the desired business results. Kevin Thomson contends that people assets can only be harnessed by managing both intellectual capital (your peoples' knowledge) and emotional capital (the feelings and beliefs that motivate people to take positive action). Knowledge management is moving up the agenda in many companies. Yet organizational knowledge is meaningless if your people are unmotivated, apprehensive or uncommitted. How many companies have paid the price of an alienated workforce with problems like poor customer service, labour disputes and low productivity - all hallmarks of low emotional capital? Emotional capital can be managed as a tangible asset and a direct contributor to the balance sheet. In Emotional Capital, Thomson illustrates the real-life impact on financial performance through the experiences of leading companies, and shows how to manage and leverage knowledge and emotions to drive positive change and business success. "Emotions can build shareholder value - which is why this book is so significant and should be required reading for all business leaders." Lawrence A. Weinbach Chairman, President, and Chief Executive Officer, Unisys Corporation "Like all the best ideas, Emotional Capital is simple" The Guardian "Brilliant! A substantial development of the balanced scorecard in establishing the true value of the business." Stephen Robinson Director of MBA Programmes, Ashridge Management College

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Introduction

In the next millennium, emotional capital will be an asset on the balance sheet of any major business. Business leaders will be working to a blueprint for their organizations that will go well beyond the focus on traditional assets. They will be exploring new territory - how to build upon two critical and interrelated assets, knowledge and emotions. Knowledge will be the new stock of the future. This is the intellectual capital. It is what organizations know and use to create wealth. Managing information and knowledge will be vital. Leading thinkers such as Peter Drucker and Warren Bennis already say so. Drucker asserts that knowledge is 'taking the place of capital as the driving force in organizations worldwide' while Bennis predicts. 'The problem facing almost all leaders in the future will be how to develop their organizations' social architecture so that it actually generates intellectual capital.'

Yet knowledge will only be the first of the two greatest assets of any organizations. Even more importantly, the hidden resources of feelings, beliefs, perceptions and values that make up an organization's 'emotional capital' will be harnessed and help drive every person and every organization forward. Emotional assets are the ones truly capable of adding untold wealth to organizations, or, as has happened time and again, of destroying them.

This book was written in the belief that more and more business leaders want to tap into the emotional assets of their organizations. At long last, passion, obsession, drive, motivation, inspiration, innovation, belief, values, visions, spirit, and many, many more positive emotions, are finding a place alongside the knowledge, intellectual property, best practice and information base within successful organizations.

Intellectual and emotional capital are two driving forces that are ready to begin working together to build and sustain the businesses, the brands, and the corporate reputations and personalities of the future.

When people understand what needs to be done, when it needs to be done, how, and most importantly why, we can begin to get everyone delivering against the same goals. It is then that 'we can begin to receive the greatest gift of all - an organization with a heart that is racing with all the emotions it needs to live and breathe for a long time to come; an organization that has the ability to generate success from limitless reserves of something that almost everyone will give, if we only knew how to tap into it.

In order to maximize its emotional and intellectual assets, business can now look to develop the internal marketing and communication strategies, processes and tools to allow the data, information knowledge and emotions to flow. It is knowledge, driven by emotions, that. creates the basis for business success. This is the focus of the chapters you are about to read: to chart a new journey exploring what goes on in the heart and mind of organizations to deliver better business results.

Details zur Ausgabe

• Verlag: Capstone Publishing Ltd
• Erscheinungsdatum: 2001
• Sprache: Englisch
• ISBN 10: 1841120987
• ISBN 13: 9781841120980
• Einband: Taschenbuch
• Anzahl der Seiten: 366
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar