Bosses striving to make work more than just a job

How can chief executives put values at the heart of a company?

At the age of just 36, and just days after graduating from MIT with an MBA, Joe Baolin Zhou was in intensive care fighting for his life.

He had initially damaged his spine playing sport, which later contributed to problems with his nerve system.

He vowed that if he were to survive he would live his life with a sense of purpose, as up until then he felt he had been "going step after step without knowing what my ultimate goal was".

Mr Zhou did survive, though he was paralysed from the chest down and left in a wheelchair, and made it his mission to ensure that others would not face the same lack of direction.

More than two decades on, he is chief executive of Bond Education Group, the largest private education service company in southern China.

Joe Baolin Zhou Mr Zhou was left paralysed from the waist down when he was in his mid-30s

As well as tutoring, the group offers personal development courses to help children work out what they want to do in the future, and improve their personal qualities.

For Mr Zhou this is not just child's play. He believes the lack of focus on what are often perceived as softer characteristics contributed to the 2008 financial crisis.

"A lot of Wall Street graduated from top business schools. But what makes them so greedy? I began to realise they probably did not have the right values for themselves and the work."

Bringing the past to life

For chief executives this is a perennial problem. While most companies will have defined a list of values that they believe in and expect staff to adhere to, ensuring they are more than just words on a bit of paper is difficult.

Global drinks giant Diageo's values include being "passionate" about customers, giving fellow employees the "freedom to succeed" and being "proud of what we do".

Start Quote

We combined a virtual economy together with the real economy”

End Quote Chen Feng Chairman, HNA Group

To make these more than just rhetoric, former chief executive Paul Walsh says the company emphasised the heritage of its brands to staff, telling them they were "standing on the shoulders of giants".

With Johnnie Walker whisky, for example, it told them the history of its founder and namesake, who first started to sell the spirit in his grocer's shop in Scotland.

His 14-year-old son Alexander took on the business after he died, driving its expansion and cleverly designing the now famous square bottles to ensure they could be stacked more easily on ships for export, with fewer breakages.

Johnnie Walker Johnnie Walker whisky was put in square bottles to improve efficiency

"We have these brands in our hands for a relatively short period of time in the context of their overall life. We've got to make sure that we hand them over in better shape. That creates a sense of purpose," says Mr Walsh.

He says the company also aims to promote only those who demonstrate the company's values.

"It's through not just the chief executive but everyone living those values, and as a consequence - when they are breached, making sure you have some kind of public recognition of that."

Satisfaction drives success

Chen Feng, chairman of Chinese conglomerate HNA, whose empire spreads from aviation to real estate and financial services, tries to ensure staff are happy outside as well as inside work.

Chen Feng HNA Group, founded by Chen Feng, is both socially responsible and profitable

Right from when he founded the company, he said its key value was not just to make money but to "benefit human beings' progress and happiness", believing that satisfied staff would ultimately drive higher profits.

While this sounds rather vague, the company has done some concrete things to meet these values, including building and then selling houses cheaply to staff.

The programme means its employees can afford a home for themselves and their families despite rocketing property values.

Mr Cheng says that by sticking to its original values, the company has managed to create a socially responsible yet still profitable company.

"We combined a virtual economy together with the real economy. That's why we can develop so quickly and healthily," he says.

This feature is based on interviews by leadership expert Steve Tappin for the BBC's CEO Guru series, produced by Neil Koenig and Evy Barry.

More on This Story

The BBC is not responsible for the content of external Internet sites

More Business stories

RSS

Business Live

  1.  
    11:45: Nut rage
    nut rage

    Nut rage is back in the news. A court in South Korea is deciding if a former senior executive at Korean Air should be punished under laws designed to deter hijackings. Cho Hyun-ah, the daughter of the chairman of Korean Air, ordered one of its airliners back to the departure gate to eject a cabin attendant who served her nuts in a bag, not in a bowl. She could face ten years in prison if convicted of diverting a flight, and is also accused of assaulting two cabin crew.

     
  2.  
    11:30: Begrudgery World Service

    "Nigerians always talk about what other countries have done." Nigerian government minister Osita Chidoka, responding to Business Correspondent Russell Padmore who said Ireland is often seen a nation of begrudgers, so could Nigeria be the same? Listen to Business Update: http://bit.ly/1yD7IO1

     
  3.  
    11:15: Chip 'n' pain Rory Cellan-Jones Technology correspondent
    Rory gets his chip

    One not to miss today: intrepid technology correspondent Rory Cellan-Jones gets himself chipped so he can do some photocopying. "First, he massaged the skin between my thumb and index finger and rubbed in some disinfectant. Then he told me to take a deep breath while he inserted the chip. There was a moment of pain - not much worse than any injection - and then he stuck a plaster over my hand." We may stick with our plastic ID cards.

     
  4.  
    11:00: Russia rate cut
    RUBGBP

    There's been quite a sharp fall in the rouble against the dollar and the pound following Russia's interest rate cut. A dollar is buying around 70.84 roubles, a 2.4% fall for the Russian currency. One pound will now get you around 106.6 roubles, which is about a 3.1% fall for the rouble.

     
  5.  
    Russia rate cut Via Twitter Andrew Walker BBC World Service Economics correspondent

    tweets: Russian central bank cuts interest rate - 15% from 17% due to "stabilisation of inflation and depreciation expectations"

     
  6.  
    10:41: German beer
    Oktoberfest

    Among general eurozone gloom, a bright spot for German breweries, who saw their first increase in sales volume in 2014 after seven years of declines. The Federal Statistical Office said overall sales of German beer in 2014 were 9.56 billion litres (about 16.8 billion UK pints), an increase of 1% over 2013.

     
  7.  
    Fridgeonomics Via Blog Linda Yueh Chief business correspondent

    After a five-year effort, Unilever tells me that it has achieved zero waste in all of its 240 factories in 67 countries worldwide. It says that it generates efficiency savings of €200m a year by eliminating disposal costs. Read more of Linda's blog on the website.

     
  8.  
    10:14: Housing minister Radio 5 live

    Housing Minister Brandon Lewis was on 5 live talking about house building. "I'm not a fan of targets," he says. Less regulation for small building projects is helping building, he adds. If we are short of housing, why the rise of detached houses? "We've had a period of [building] lots of apartments of flats... we need homes as well."

     
  9.  
    10:00: Rental prices
    ONS

    The graph above, courtesy of the ONS, shows the trend of percentage increases in rental prices. After rises nearing 3% in 2012, the dip to 1.5% may well have ended.

     
  10.  
    09:43: Rental prices
    rents

    Private rental prices paid by tenants in Great Britain rose by 1.7% in 2014, according to the Office for National Statistics. A 2% rise in Scotland led the charge, while English rents grew 1.8%, and 0.2% increases were logged in Wales. As can be seen, London rent rises have outgunned the rest of the country.

     
  11.  
    09:32: Bank of England lending data

    Mortgage approvals rose in December for the first time since June, the Bank of England said. This could mean that a steady reduction in home loans could be ending. There were 60,275 mortgage approvals last month, up from 58,956 in November.

     
  12.  
    Via Twitter Richard Westcott BBC transport correspondent

    tweets: BBC News - Crossrail makes tunnel breakthrough under Liverpool Street Station

     
  13.  
    09:12: Plane order
    ana

    All Nippon Airways has placed an order with a list price of $2.2bn (£1.46bn) for 15 planes from Boeing and Airbus. The Japanese flag carrier is looking to expand routes at Tokyo's central Haneda airport. The airline said it would acquire eight planes from US-based Boeing and seven from fellow duopolist Airbus.

     
  14.  
    08:54: Eurozone crisis
    Alexis Tsipras

    Watch out for Greek fire. Or, continuing the Greek theme, maybe we'll see the golden mean. The prime minister who heads the nation's new anti-austerity government, Alexis Tsipras, has it in his diary to meet Jeroen Dijsselbloem, the current head of the eurozone group of finance ministers today to discuss the conditions of Greece's massive bailout.

     
  15.  
    BT results 08:37: Via Twitter Rory Cellan-Jones Technology correspondent

    tweets: BT says ultrafast coming within a decade - but will it look that fast in 2025?

     
  16.  
    08:29: Honda
    honda

    Honda cut its annual operating profit forecast by 6.5%. It has set aside more cash to cover its recall of cars to replace potentially faulty air bags. It now expects an operating profit of 720 billion yen (£4.1bn) for the year to March 31. It previously forecast 770 billion yen.

     
  17.  
    08:16: Paper review
    papers

    The Guardian splashes on a report from the Institute for Fiscal Studies which claims young workers have been hit hardest by a squeeze in standards of living. The FT digests Shell and US rival ConocoPhillips's investment cancellations. The Wall St Journal says bets against currency pegs, like Denmark's krone with the euro, are on the rise following Switzerland abandoning theirs. The Telegraph reports on a likely windfall for gas companies as wholesale costs drop.

     
  18.  
    Google results Via Twitter Stephen Shankland Senior writer at CNET News

    tweets: Google's capital expenditures jumped $1.13 billion sequentially to $3.55 billion in 4Q2014. Data centers ain't cheap.

     
  19.  
    07:50: Market update

    Japan's Nikkei index added about 0.4%, clawing back some of the 1.1% lost yesterday, while the Hong Kong Hang Seng index dropped 0.1%, to 24,570.01. Japanese factory output rose 1% from the previous month, below forecasts, while household spending fell more than expected, down 3.4% on a year ago.

     
  20.  
    07:33: PPI investigation

    The Financial Conduct Authority, the City watchdog, is planning to "gather evidence on current trends in complaints on payment protection insurance," it says. It could then decide to do an advertising campaign, a time limit on complaints or keep things as they are.

     
  21.  
    07:25: BT results

    BT have updated everyone on their pension fund situation and how they will deal with a £7bn deficit. BT will pay £1.5bn into the fund by the end of April 2015. This will be followed by £250m in each of the years to March 2016 and March 2017. Low interest rates have hit the fund.

     
  22.  
    07:16: Qatar Airways
    Qatar Airways plane

    Qatar Airways has acquired stake of just less than 10% in BA and Iberia-owner IAG. There's a cap on non-EU ownership of European airlines, but Qatar Airways might up its stake in future, it says.

     
  23.  
    07:05: BT results

    BT says third-quarter earnings before tax and interests costs rose 2% to £1.57bn. Gavin Patterson, chief executive says: "All the major communications providers are responding to the strong market demand for fibre broadband, helping to drive take-up in what is already a very competitive market."

     
  24.  
    06:57: US growth data BBC Radio 4

    US growth figures will be reported later on. What's the likely result, Today asks Ewen Cameron Watt of Blackrock? "The rate of growth is slowing a little bit but not enough to raise serious concerns," he says. Expect a "stable but robust rate of growth."

     
  25.  
    06:45: Greece Radio 5 live
    Greece

    Guntram Wolff is the director of European think tank Bruegel, and he's on 5 live, talking about Greece. "It was a mistake that Greece joined the euro, but it would now be a mistake for it to leave," he says. "We will have to come to a deal that will have a lower burden on Greece. I essentially think you will keep the nominal amount [owed to bond investors] but you will increase the maturity.. from 30 to 40 or 50 years."

     
  26.  
    06:30: Amazon results Radio 5 live

    More from Ewen Cameron Watt of investment manager Blackrock on 5 live. He is giving his views on US results overnight. "Amazon and Google both essentially reported that underlying demand over Christmas was pretty decent," he says. After tax, margins at Amazon are below 1%, he says.

     
  27.  
    06:20: Trademark news Radio 5 live
    swift

    The phrases "this sick beat" and "nice to meet you, where you been" have been trademarked by singer Taylor Swift, 5 live reports. Laura Harper of law firm Shoosmiths says she is trying to stop other people making money by putting the phrases on a t-shirt or other merchandise. She will have to prove the phrases are "synonymous" with her, she says.

     
  28.  
    06:09: Shell results Radio 5 live
    shell

    Ewen Cameron Watt of Blackrock is the markets guest on 5 live, talking about yesterday's results from Shell. "These are very historic results because they reflect an average price of $75" per barrel of oil, he says. Bearing in mind oil is below $50 today, "the pain is yet to come," he adds. The firm has cut $15bn of investments. The longer the price remains at this level, the more likely more investment cuts will come, he says.

     
  29.  
    06:01: House building Radio 5 live

    Figures from the National House Building Council show there was a 9% rise in homes built last year to 145,174, but the rise missed the government's 200,000 home target. Peter Vella of Countryside Properties is on 5 live. NHBC's figures don't take into account all homes started or built, so the industry could be closer to the target than thought.

     
  30.  
    06:00: Howard Mustoe Business reporter

    Good morning all. Overnight, online retail giant Amazon has reported weaker profits for the busy Christmas period. Stay tuned for the best business and economics news and get in touch via email bizlivepage@bbc.co.uk or on twitter @BBCBusiness

     

Features

Copyright © 2015 BBC. The BBC is not responsible for the content of external sites. Read more.

This page is best viewed in an up-to-date web browser with style sheets (CSS) enabled. While you will be able to view the content of this page in your current browser, you will not be able to get the full visual experience. Please consider upgrading your browser software or enabling style sheets (CSS) if you are able to do so.