El director ejecutivo de Delta Air Lines acaba de anunciar un cambio radical. Esto es lo que significa para ti

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¿Se imagina un desafío empresarial más grande que la pandemia? Bueno, el director ejecutivo de Delta Air Lines acaba de explicar lo que podría ser el próximo.

Es un gran ejemplo de algo que estoy explorando en mi libro electrónico. Flying Business Class: 12 reglas para ejecutivos de aerolíneas estadounidenses, lo que puedas Descargalo gratis aqui.

En resumen, no importa en qué negocio se encuentre, vale la pena seguir las aerolíneas. Su industria es como un desfile ininterrumpido de estudios de casos detallados que pueden ayudarlo a tomar mejores decisiones.

La lección de hoy viene de Una entrevista que el CEO de Delta, Ed Bastian, realizó con David Faber en CNBC este mes.

Hablaste de la pandemia, por supuesto. Como ya he escrito aquí, la perspectiva optimista de Bastian se ha destacado entre sus colegas de la industria.

En una discusión de media hora, Bastian fue aún más lejos y habló sobre otros grandes desafíos y también sobre cómo el trabajo de un CEO de una gran empresa ha cambiado radicalmente en los últimos años.

Rebobinemos rápidamente. Hay una organización sin fines de lucro de directores ejecutivos de grandes empresas llamada Business Roundtable de la que Delta forma parte, pero también Apple, Amazon, la mayoría de las otras grandes aerolíneas y muchas otras.

En 2019 se unieron y redefinieron “el propósito de una empresa” y los cambios que hicieron fueron profundos.

  • Esto es lo que dijeron en 1997: “[T]La tarea principal de la administración y la junta directiva. es para los accionistas de la empresa;; Los intereses de otras partes interesadas son relevantes como derivación del deber para con los accionistas. “
  • Aquí está la versión más reciente: “Si bien cada una de nuestras empresas individuales tiene su propio propósito comercial, compartimos un compromiso fundamental con todos nuestros grupos de interés. “

Énfasis añadido: “todos de nuestros grupos de interés“Obtienes la diferencia. En la década de 1990, los ‘accionistas’ eran importantes, en el siglo XXI, las ‘partes interesadas’ eran importantes.

Y aunque la definición de Business Roundtable es solo un consenso no vinculante y no se mencionó por su nombre en la entrevista, Bastian y Faber hablaron de ello durante exactamente media hora. Solo mire algunos de los temas cubiertos:

  • La pandemia (por supuesto)
  • Diversidad e inclusión,
  • Temas ambientales, sociales y de gobernanza (ESG),
  • Amenazas a la democracia y
  • Empleo y desempleo en Atlanta.

“Solo estoy pensando en esta conversación”, dijo Faber en un momento, “si tuviera que hacer retroceder el reloj cinco años, ni siquiera podría imaginarme tener una conversación con un CEO que se ocupa de las cosas que tenemos. ¿usted? “”

“Estoy de acuerdo contigo, David”, dijo Bastian y agregó: “El ritmo del cambio es más rápido. Y nosotros como empresa, como modelo, tenemos que ser más dinámicos y reconocer que tenemos stakeholders que van más allá de nuestros límites”. Línea de fondo. “

Bastian parece haber estado aceptando este cambio por un tiempo. Durante la entrevista, citó un ejemplo: cuando decidió después de filmar Parkland en 2018, Indique un descuento que Delta ofreció a la NRA.

Delta tiene su sede en Georgia, y el estado ha eliminado una exención fiscal de $ 40 millones después de esta medida. Por supuesto, esto significó que Bastian se enfrentó de inmediato a la pregunta explícita de si Delta debería servir a los accionistas oa un grupo más grande de partes interesadas.

También mostró lo difícil que es asignar un valor monetario positivo o negativo a algo como las actitudes sociales o políticas.

“Decimos aquí en Delta: si cuida bien a nuestra gente, su gente cuidará bien a sus clientes. [and] Luego recompense a sus accionistas con sus negocios “, dijo Bastian, y agregó:” Desde que asumimos la posición en el rodaje de Parkland, nuestra preferencia de marca nunca ha sido tan alta. Nuestras ganancias nunca han sido tan altas en nuestra historia. Y la puntuación de promotor neto de la empresa [and] La satisfacción del cliente nunca ha sido tan alta. “

Por supuesto, surgen las preguntas: ¿correlación? ¿Causa principal? Quien puede decir eso Y honestamente, ese es el punto.

Cuando la Mesa Redonda de Negocios presentó su nueva definición de empresas públicas, traté de hacer una analogía para las empresas privadas. Encontré ocho partes interesadas:

  • Fundador y propietario,
  • Clientes,
  • Empleados,
  • Inversores
  • Acreedor,
  • Familys,
  • Competidores y
  • la comunidad en general.

Dudo que sea una lista exhaustiva. Algunos lectores tuvieron una actitud diferente.

Independientemente de eso, trabajas aquí como gerente de una empresa. Porque incluso si duda en aceptar esta definición más amplia, es probable que algunas de sus partes interesadas (y posiblemente sus competidores) ya lo estén esperando.

Con disculpas a la banda canadiense, Prisa: “Si opta por no elegir, aún ha tomado una decisión”.

Bastian parece estar de acuerdo. “Creo que es la nueva normalidad”, dijo. “No estoy mirando atrás”.

Si tiene razón cuando haya terminado de navegar por la pandemia, este podría ser su próximo gran desafío.

(No olvides eso libro electrónico gratuito, Flying Business Class: 12 reglas para ejecutivos de aerolíneas estadounidenses.)

Las opiniones expresadas por los columnistas de Heaven32 aquí son las suyas, no las de Heaven32.

, which you can download here for free.  n In short, no matter what business you're in, it's worth following the airlines. Their industry is like a nonstop parade of detailed case studies that can help you make better decisions.  n Today's lesson comes from an interview that Delta CEO Ed Bastian did with David Faber on CNBC this month.  n They talked about the pandemic, of course. As I've written here before, Bastian's optimistic outlook has stood out among his industry peers.  n But in a half-hour discussion, Bastian went further, talking about other big challenges, and more broadly, how the job of any big company CEO has changed radically in recent years. n Let's quickly rewind. There's a nonprofit organization of big company CEOs called the Business Roundtable that includes Delta--but also Apple, Amazon, most of the other big airlines, and many others. n In 2019, they got together and redefined "the purpose of a corporation," and the change they made was profound. n
    t
  • Here's what they'd said in 1997: "[T]he paramount duty of management and of boards of directors is to the corporation's stockholders; the interests of other stakeholders are relevant as a derivative of the duty to stockholders."
    • t
  • Here's the newer version: "While each of our individual companies serves its own corporate purpose, we share a fundamental commitment to all of our stakeholders."
n Emphasis added: "all of our stakeholders." You get the difference. In the 1990s, "stockholders" mattered; in the 21st century, it's "stakeholders." n And while the Business Roundtable's definition is just a nonbinding consensus, and it wasn't mentioned by name in the interview, this is exactly what Bastian and Faber spent nearly a half hour talking about. Just look at some of the topics they covered: n
    t
  • The pandemic (of course),
    • t
  • Diversity and inclusion, 
    • t
  • Environmental, social, and governance issues (ESG),
    • t
  • Threats to democracy, and
    • t
  • Employment and unemployment in Atlanta.
n "Just reflecting on this conversation," Faber said at one point, "if I were to move the clock back five years, I can't even imagine having a conversation with a CEO that has covered the things that we have. Can you?"  n "I agree with you, David," Bastian said, adding: "The pace of change is more rapid. And we need to be more dynamic as a business, as a model, and in realizing that we've got stakeholders beyond just our bottom line." n Bastian has seemed to embrace this change for a while now. He addressed an example during the interview: when he decided, aHeaven32er the Parkland shooting in 2018, to  discontinue a discount that Delta had offered the NRA. n Delta's headquarters are in Georgia, and the state took away a $40 million tax break aHeaven32er that move. Of course, that meant Bastian was immediately facing the explicit question of whether Delta was meant to serve shareholders or a larger group of stakeholders. n It also illustrated how hard it is to put a monetary value -- positive or negative -- on something like a social or political stance.  n "We say here at Delta, if you take good care of our employees, your employees will take good care of your customers, [and] then reward your shareholders with their business," Bastian said, adding: "Since we took the position relative to the Parkland shooting, our brand preference has never been higher. Our revenues have never been higher in our history. And the company's net promoter score [and] customer satisfaction has never been higher." n Of course, the questions arise: Correlation? Causation? Who can tell? And frankly, that's the point.  n When the Business Roundtable came out with its new definition for public corporations, I tried to make an analogy for private corporations. I came up with eight stakeholders: n
    t
  • founders and owners,
    • t
  • customers,
    • t
  • employees,
    • t
  • investors,
    • t
  • creditors,
    • t
  • families,
    • t
  • competitors, and
    • t
  • the community at large.
n I doubt it's a complete list. Some readers had a different take.  n Regardless, this is where you are as a business leader. Because even if you're hesitant to embrace this larger definition, it's likely that some of your stakeholders (and maybe your competitors) are already expecting it. n With apologies to the Canadian band, Rush: "If you choose not to decide, you still have made a choice." n Bastian seems to agree. "I think it's the new normal," he said. "I don't see us going back."  n If he's right, when you're done navigating through the pandemic, this might just be your next big challenge.  n (Don't forget the free ebook
, Flying Business Class: 12 Rules for Leaders From the U.S. Airlines.) 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