Hank Moore: Futurist and Corporate Strategist!

Hank Moore is the highest level of business overview expert and is in that rarified circle of experts such as Peter Drucker, Tom Peters, Steven Covey, Peter Senge and W. Edwards Deming. Drucker termed Hank Moore’s Business Tree as the most original business model of the past 50 years. The Business Tree is his trademarked approach to growing, strengthening and evolving business, while mastering change. Hank’s current book “Non-Profit Legends” has just been nominated for the Pulitzer Prize. His latest book is “The Big Picture of Business.” 

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Hank Moore: Futurist and Corporate Strategist!

Hank Moore is the highest level of business overview expert and is in that rarified circle of experts such as Peter Drucker, Tom Peters, Steven Covey, Peter Senge and W. Edwards Deming. 

Drucker termed Hank Moore’s Business Tree as the most original business model of the past 50 years. The Business Tree is his trademarked approach to growing, strengthening and evolving business, while mastering change. 

Hank’s current book “Non-Profit Legends” has just been nominated for the Pulitzer Prize. His new book is “The Big Picture of Business.” 

Hank advised many of the top CEOs on strategy, leadership and growth, including Disney, Marriott, Hewlett-Packard, AT&T, United Way, Texaco and hundreds more. He advises companies about the Big Picture issues which profoundly affect the business climate. He has presented Think Tanks for five U.S. Presidents and has spoken at six Economic Summits.

Hank provided senior level advising services for more than 5,000 client organizations (including 100 of the Fortune 500), companies in transition (startup, re-engineering, mergers, going public), public sector entities,professional associations and non-profit organizations. He has worked with all major industries over a 40-year career. He advises at the Executive Committee and board levels, providing Big Picture ideas.

The full title, including subtitles for one of Hank’s current books is: Non-Profit Legends for Humanity & Good Citizenship. Comprehensive reference on community service, volunteerism, non-profits and leadership. This book is nominated for the Pulitzer Prize. 



Are you ready for an open discussion with the best of the best, and the best of what’s next? Welcome to The Spotlight with Tony DUrso, join in on a great conversation today with one of the world great influencers as they showcase the latest tricks and techniques that made them the game changers they are today. Now, here is Tony DUrso!

Tony: Welcome to The Spotlight, I’m your host Tony DUrso. The Spotlight focuses on highlighting stars, greats and game changers, we broadcast every Friday at 1pm Pacific, so please set your calendar to hear from the world’s elite. 

Today’s spotlight interview is with Hank Moore, Futurist and corporate strategist. But first some breaking news for you, with over two million downloads on my weekly talk shows, our audience is loving our guest interviews and I just want to say, thanks a million. And now I’m on television with the Tony DUrso T.V. show, we broadcast on The Voice America T.V. network and others. Go to tonydurso.com/tonytv to see the shows. If you want to be a guest, there is a form for you to fill out. 

Alright! Today we’re setting the stage for The Spotlight to chat with Hank Moore, Futurist and corporate strategist. Now Hank Moore is the highest level of business overview expert and he’s in that rarefied circle of experts such as Peter Drucker, Tom Peters, Steven Covey, Edwards Deming and more. In fact, Drucker termed Hank Moore’s business tree as the most original business model of the past fifty years. And just as an aside, if you’re not familiar with management and Peter Drucker, do a search on him and you will see he’s the foremost expert on management, he’s written so many books, his material and information is in classrooms today. He is quite something in that world and for him to say that Hank Moore’s business Tree is the most original business model of the past fifty years really says something very very outstanding. In fact, the business Tree is Hank’s trademarked approach to growing, strengthening and evolving business while mastering change. And Hank’s current book, nonprofit Legends, has been nominated for a Pulitzer prize and his new book is the big picture of business which I have here with me, it is amazing. Let’s find out more and talk about this, here we go. Welcome to The Spotlight Hank.

Hank: Glad to be back with you again, my pleasure.

Tony: Great, once again Hank I have the honor and pleasure of having you for an interview, I thank you so much. 

Hank: I should probably set the stage to tell you how I met Peter Drucker. 

Tony: Well that’s great, because I wanted to ask you how you became a Futurist and corporate strategist, so perhaps tie that into the story as well. 

Hank: Well yeah, in the area Futurist is one of those terms that there is really about five schools of thought of Futurist. Most people either know the term futurist as it relates to academia and you know people who do research and quantificate and things like that. And Mr. Drucker was not one of those, he hung out around academia, but he was a real-world business person. And then the other school of thought of Futurist is technology, and people would say well the technology gurus were Futurists. Somewhere, most of them succeeded because they adapted their technologies to changing worlds. In other words, they and that includes Bill Gates and some of those guys, technology in and of itself doesn’t change the world, it’s what we do with it. That’s what we need it to do, it affects business. And then there are those schools of thought of Futurist that research sometimes in very complicated ways shall we say which gets back to academia. The school of futurist and by the way there is a world future society that actually votes you in and those of us that are business kind of gurus. And that’s what Peter Drucker was, the first of the first of those guys and then of ones that came along after him were Tom Peter, Stephen Covey, Steven Simkins, Debbie Edwards, Deming who I knew. Most of them, I met them when I was much younger and they were very very old and they basically said that you just need to carry on for the rest of us and that was kind of daunting, so I met Peter Drucker I guess about twenty years ago I was inducted into the U.S. Chamber of Commerce solved by him and I met him and he said “oh, you remind me of me twenty years ago but you’re more” , but then we started working together and I used to go , he was in California , in Claremont California and I used to go out there and be a guest speaker on his mastery programs and I’ve done it with other people you know. Other kinds of mastery programs, Tony Robbins some of the others but anyway. We would do we would work with people and one of the things that I used to do on the Drucker programs is I’d say your stated mission statement isn’t as good as it can be and that’s a wall. Give me a new one so I’d ask them three or four questions and then part of what we would do is I would dictate a new mission statement of course a lot of them would say my God you’ve thought that up in five minutes! (Laughter) and no I thought it up in forty years you know but Drucker he loved that concept and where did I get that idea, of on the spur of the moment changing people’s mission statements you know how big I am into pop culture. There was a famous T.V. person in the nineteenth fifty’s and sixty’s named Steve Allen and he was the original host of The Tonight Show. 

Tony: Yeah, we heard of him!

Hank: And throughout his career he wrote two thousand songs as a songwriter and he wrote seventy books over the years and they weren’t all just about comedy or music, they were some of them were about philosophy he even had a series of mysteries, he’s very eclectic. Anyway Steve Allen on the old days of The Tonight Show would have people from the audience  yell out notes and he’d be sitting at the piano and he’d sit there and compose a song right there on the spot and that kind of, that concept gave way to Johnny Carson’s stump the band segment and the current Tonight Show host Jimmy Fallon has a variation of that where they compose songs on the spot, that’s where I got the idea (Laughter) from the Tonight Show.

Tony: I used to watch Steve Allen as a very young boy.

Hank: Oh yeah.

Tony: For a little bit and he was quite something back then in fact, I remember his voice, his antics. he was amazing I didn’t know that about him with writing all those books and songs that quite something too.

Hank: Yeah and so part of his thing was you yell out a few notes and so I did the same thing at the Drucker workshops where I would ask them a few pointed questions and I used to do that with corporate audiences, I did it with Disney one time I was working with their senior management they said we’ve got to adapt our mission statement tell us what to say? I said well it’s got to be your idea and it’s got to be applicable and so they said well ask us whatever questions that you want. So I ask them questions for about, for a few minutes and then I stopped them and this was Roy Disney and Michael Eisner, their chairman and some other senior management was there and I said OK you stop talking I have enough and they said OK what did you glean from all of this that should be our new mission statement and I turned around and I grabbed a marker pen and I was just out at the white board and I wrote ‘Walt would’ exclamation point with Mickey Mouse ears under the exclamation point and of course you could hear a pen drop when I said that and I looked at Roy and said hey what’s the problem, he said you just said the word that no one says in public, I said ‘would’, you would if you could it’s all about change management he said now you know what I’m talking about and I said what’s the problem you people are afraid to mention his name? He was your uncle for goodness sakes and Roy said none of us think we can measure up I said I believe that Walt would think that you’d do so you see yourselves as  the spear carriers of the legacy into the next generation and the one after that, that’s what he’d be wanting you to do, that’s what ‘Walt would’ is about and they made it their mission statement and then I gave them another idea at the time that blew them away I said, by the way why is that no one talks about the founder of this company? Well, maybe we should start talking about it and 1998 I said this and this one I was doing this workshop I said and that was about the time I had just met Mr Drucker and he encouraged me to do this he said. Tell them, you know give them the big broad ideas most of them can handle it. I said well do you people not know that Mr Disney’s one hundredth anniversary is coming up you should make every aspect of your sales and marketing activities focused on Walt and who he was and educate younger generations as to who he was and that’s exactly what they did and so three years later two thousand and one was the hundredth anniversary. And so that became a major part so you know anniversaries and focusing and recalling the past it didn’t mean you and I think we talked about that the last time when I was talking about my legends book we don’t want to live in the past we want to learn from it.

Tony: I’m very impressed by that and now Disney when they have fifty years of the park they just did a big thing on that and writes really something to celebrate and I love, back to the thing on what would the founder do, it really puts people in those shoes looking at it from the founders point of view and I think that’s applicable business advice for any business where the founder has moved on you know case in point would be Apple what would Steve do? how would Steve handle this? What how would Steve look at this scenario and solve it and I think that really opens people to better insights in terms of good business decisions, that’s very brilliant.

Hank: And there were other founders by the way besides Steve Jobs, I wrote about them in one of my previous books was called pop icons and business legends that was my eight book and I talked about who the other founders are. You know the problem with doing strategic planning obviously that’s what I do and advocate you know in the new book of course the big picture in business embodies everything I’ve been doing as an advisor you know I don’t just write books I write books that include material that you can only put in a book because you’ve been there done that or when you’ve advised all these companies, in changing their big picture then you can write about it because a lot of people can’t write about it because they haven’t done those things but going back and refreshing what glory got the company off the dime in the first place what got them into new marketplaces but when you do strategic planning and you revisit old plans  if you go back not to wistfully live in the past you just want to say what the glory was in the good old days and then you put new coats of paint on it, that becomes your planning and your strategy for the future and a lot of companies particularly older companies and they’ve had generations of management that have passed on or retired or both , some of them don’t even remember, I was working a few years ago and my client was a very famous Corporation, Uniroyal the tire company I was advising them and one of the things that I told them I kind of Said we should be doing and having involvement with youth sports programs and that should be an important part of your marketing, Oh great idea, you know and I said by the way guess who had that idea originally, your company! And it just dumbfounded them to know that forty years earlier their company was the first corporate sponsor that founded  little league baseball of America and they didn’t even know it!

Tony: This is The Spotlight with Tony DUrso. Just ahead the chat continues with Hank Moore Futurist and corporate strategist but first it’s time for us to take a short break see you back here in just a moment. This is the Voice America Influencers channel. Be Inspired.

You’re listening to The Spotlight with Tony DUrso, we would love to hear from you via email, be sure to send questions and comments to Tony@tonydurso.com. Now back to The Spotlight. 

Tony: All right we’re back with Tony DUrso on The Spotlight, today’s show is with Hank Moore Futurist and corporate strategist. Hank advised many of the top C.E.O.’s on strategy leadership and growth including Disney, Marriot, Hewlett Packard, AT&T, United Way, Texaco and hundreds more. He advises companies about the big picture issues which profoundly affect the business climate and he’s presented think tanks for five U.S. presidents spoke at six economic summits all right and now back to the chat with Hank. That’s quite something how times change, and the current incumbents of a business or corporation don’t necessarily know what the founder had done or the original board and so forth.

Hank: Right 

Tony: And the fact that you, coming from an outside position to give them strategy information, found that out and served it back to them, that’s quite something.

Hank: Well and that’s you know you would think people internally could do that but that’s just not there you know, you know that’s just not their forte, you know what we do and I think I’ve said this you know when I was on the show with you couple times before as an outside advisor you come in and give  them great ideas and the way that I usually operate is once we leave the room they are their Ideas, some consultants don’t think that way there ego and so when I go around and talk and speak at conferences and write books and stuff, I’m not going to say things out of school that they don’t you know you know you want to respect that they’re there Ideas and corps and company small companies you know would be well served to listen to every employee and listen to them well cause everyone is going to have a great idea and then once you leave the room they are the companies’ ideas.

Tony: Now that Brings up an interesting point, one is getting too much advice let’s say a company has a thousand employees, it’s quite some work you know but it can be done serving the employees for ideas. But right now aside from that where do you find businesses get their business advice how do they go about this what’s the current scenario right now in the market how does that how does that work?

Hank: Well most of them either don’t get advice or they get it from the wrong sources or they get it from whoever they can grab it from. The first level that a lot of people get business advice is from hear-say and third hand advice, they’ll listen to comments that people make at parties and networking groups and a lot of times they’re very uninformed sources or friends of friends or you know someone will say they say that thus and such but people automatically think that my business needs to go that way you know that’s just the first level, the second source that people get interest- get advice from and information is what I call people’s- putting information out there you know they will do a google search and go on the Internet. Well the reality is that if you wanted to do some research on certain topics including Futurism including diversity including total quality management including supply chain management most of what you’re going to find out there on the internet is some consultant that’s going to give you little bits of information but they’re mainly doing it to sell their services so there you got to look at what’s out there and Google searches as advertisements for consultants and then the third level that people get their information from and this by the way I’m actually going to give you some various levels the next level where people get their information is from people selling stuff you know, they’ll say well you know Web site consulting if you change your Web site it’s going to change your business and my answer is no. It’s a contributing factor but it’s not going to change your business so these suppliers can give you information, but you need to focus on the strategy and then how the suppliers factor in and then you get on the next level.



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I just said a couple of minutes ago talk to everybody in your company and pick their brain and get their ideas, I would call that internal management, the people you work with you know. Meld what people are saying and  then that becomes your next corporate culture and that’s a good source but the other reality however is most people that run Businesses are not experts on business, so the next level in you know and in other words I’m giving these plateaus these different categories, kind of in the order that people try to go out and reach and grab and get advice so once they’ve done their due diligence and talk to their people then they go out and get niche experts now that would be you know your trainers and researchers accountants and technology and all of that but also don’t fall into the trap of thinking that just because a technology consultant or an accountant advices something that that’s all you need, is just that niche perspective, you don’t, and then the next level that people get ideas is what I call you know educational programs now go and listen to speakers and go to seminars and participate in conferences and webinars. And again you’re going to hear a variety of speakers on a variety of topics you know when I speak at the conferences I’m usually doing the opening key note but then sometimes you can learn as much if not more from the breakout speakers where they’ll talk to you about you know, niche topics you know and then then you get the next category is books, now I realize that that’s a kind of a thorny issue there are, the general public would be surprised to know that there are three hundred thousand books published every year and yet readership is down so you have to decide I’m going to read a few of them you can’t read them all and obviously you want to get bigger broader books that have compendiums of material that’s the kind I ride you know it’s to Drucker used to ride .

It’s the kind you know they’re very encyclopedic. The ones I do there’s a little of something on every niche in there, how they relate to the big picture. so they and then the next levels of where people get advice there are a couple other levels is what I call advocacy groups you know you want to get you know some people participate in programs like this Vestige and you know and professional associations you know talk to leaders in your profession in your industry and find out what worked for them you know and then the next level after that would be, skilled advisors you know. You know Disney didn’t start out getting me, they’d been in business you know sixty years before they ever met me, and they had other consultants you know you kind of work your way up and so that’s kind of where people get the advice.

Tony: Hank on that list I’m wondering about businesses that survey and ask their customers what they would like as there product in their market that the customer wants or would like to see or would improve I think that would be a good source especially perhaps for new ideas and products and services

Hank: Yeah and that’s research and then again you get and there’s different levels of that by the way you know there are companies all the time that are doing surveys and what you find that they are not serving for your company they’re surveying to sell their products to your company, but no research is wonderful that’s part. That’s one of those, unfortunately people cut that out of the budget you know when they’re trying to trim costs, they cut money out of their business development they cut money out of their employee training I mean you know that our workforce needs three times the amount of training than they’re presently getting in order to remain competitive, much less move forward and what the companies cut the most, training. Staff Development, Marketing and research. 

Tony: these are the points that are their core that keeps their core going to keep them sustaining those are the wrong things to-

Hank: Yeah all of the points are important so that’s why you know I came up with you mentioned earlier my business tree and this book it’s my tenth book. And the big picture of business and. It will be followed by the big picture business book two and book three because there is that much material there aren’t that many big picture business books out there most of them are niche focused but anyway you mentioned the business tree and that was my I think third book this one’s my tenth  and nonprofit legends the current book that’s been around for several months is my ninth book but when I came up with the business tree model and I’ll give you the shortest most succinct explanation, as an advisor, consultant advisor strategist whatever you want to call it, cause different clients will call you different things. But you go in and I would see what  and I’d ask them you know going back to your research question, what do you think are the biggest challenges for this company ? What do you think are the problem areas ? What are the opportunities? Most of them don’t know. So you’ve gotta, someone may have to put ideas in their mind and then once you leave the room they are their ideas but anyway what I found is what a lot of business folks particularly entrepreneurs think is the problem with their company, isn’t. You know the people in Disney and by the way they love to be thought of as a company that has changed and transitioned over the years you know there are about Impacting society you know they’re not just movie makers it’s the oh bigger goal of what they do but and people like me help remind them of that, they knew it they just need to be reminded. 

Tony: This is The Spotlight with Tony DUrso. Just ahead we’re going to find out more from Hank Moore Futurist and corporate strategist but first it’s time for us to take a short break see you back here in just a moment. 

You’re listening to The Spotlight with Tony DUrso, we would love to hear from you via email, be sure to send questions and comments to Tony@tonydurso.com. Now, back to The Spotlight. 

Tony: All right we’re back with Tony DUrso on The Spotlight. Today’s show is with Hank Moore Futurist and corporate strategist Hank provided senior level advising services for more than five thousand clients organizations including one hundred of the Fortune five hundred, companies in transition startup reengineering, mergers going public public sector and to tease professional associations and nonprofit organizations, he’s worked with all major industries over a forty year career advice is at the executive committee and board levels providing big picture ideas. All right back to the chat with Hank.

Hank:  So when I came up with my business tree model, it was  to break down any organization into seven areas and you address all seven, branch one was core business that generally represents twelve percent of the emphasis of a company, branch two is running the business and that’s where your technology and your physical plant operations and your manufacturing and all at that’s branch two that’s another twelve percent and then branch three on the business Tree is financial .Well you add those three together and you’re talking about thirty four percent for most businesses they never get past Branch three and other words the branches dealing with branches one two and three makes them you know when they say we don’t have time to get to the rest we’re so busy working in the business that we can’t  work on the business! So what they’re doing is they’re neglecting the two biggest branches branch four, which is twenty eight percent, ‘people’, and that’s where you’re training and H.R. and all of that fit in and then the other big branch is business development branch five and there’s your sales marketing advertising public relations research.

Tony: (Inaudible at 32:40)

Hank: All of that yeah that’s right that’s branch five well then there’s two other parts of the business tree that most businesses never address. you can’t have a tree without a trunk, that’s category six I call that ‘body of knowledge’ and that includes understanding all of the five major branches on the tree and the inter-relationship of them to each other. The problem with most employees of companies, is they see the big picture of the company in terms of their niche, technology , H.R. people operations people, quality management, you know they’re going to look at, that their niche is the focus of the company and the answer is No they’re only part.

Tony:  And another factor on that Hank is this world I believe and I’m sure you’re going to add on to that as well this world is getting more and more distracted making it more and more difficult to focus on what we have to do and even get some of the core points let alone the research in these other points that’s making it tougher and tougher How does your business tree How can people get this business tree put in and implemented as well as some of these other points with this growing distraction for our attention. 

Hank: Yeah, Interesting you mentioned that topic that happens to be the chapter that I’m working on right now for book two and it’s called doing business in a distracted world and it’s true. You know the average person we used to say. hears nine hundred bits of information per year per day 

Tony: Yeah, I was going to say that was me per day not year (Laughter).

Hank: Per day, yea and now and in an era of too much information it’s up to thirteen hundred bits per day and that’s from signs on the freeway saying ‘eat at Joe’ to the umpteen e-mails and texts and all that stuff so you add all of that together people are inundated, and they’re distracted and then when you get to you know what they do when they’re distracted. They make mistakes, they short change parts of the company. That’s why most of them don’t get further than branch 3. As they are so busy running the company that they can’t properly manage the people they can’t get the optimum performance out of the people they can’t get the optimum performance out of branch five and then you get down to Category six you know they might understand the relationship of the niche people to each other but what they neglect a lot of the time is everything going on outside their company that could affect their ability to study the business that’s a part of category six also I call that body of knowledge understanding what regulations could or couldn’t do for you understanding what your competitors are really doing, I have been involved in writing maybe four hundred strategic plans for different companies and one of the first things we look at is what our competitors are doing wrong and then we you know create additional programs and services to best the marketplace that way and then the final part of business Tree is Category seven which is you know you can’t have a tree without branches and limbs and all that and then you got to have earth to grow it in so branch five- seven is the big picture, that’s seven percent so big picture has to overlook every single niche, so  this book that we’re talking about, the new book, book 10 is basically there’s something about every one of those niches and how they relate to the big picture that’s my strategy with business is you look at the big picture then you look at the pieces as they relate to the big picture and then you’ll be back the big picture again. You do that you’re going to be successful.

Tony: Just looking at your book now and by the way the tagline for the audience Well the title is the big picture of business in that and the subtitle is big ideas and strategies seven steps toward business success and for the audience if you just take a look down the table of contents the business Tree is detailed nicely in chapter four as well as in this interview and hank really  goes into some great points and lessons to learn from the past and it’s really quite something and as part of this in terms of big ideas and strategies . I would like to know from your point because you are a Futurist and I want to make sure we address some of that as well I’d like to know if you have you know, let’s be Italian, let’s be optimistic if you have any optimistic views on the future as well as maybe tell us about some more big ideas and strategies for us.

Hank: Well the future is wonderful! I mean there are people that say you know have our best times gone before us? No, some great times came before us now is there somebody you know in two years when I’m talking about my book pop music legend says music is  great and wonderful is it used to be well let’s just say it’s different but there’s not the volume of music from which to abstract greatness as we used to have you know, but that’s that book coming up but it’s just that but in terms of opportunities for business you know there’s four ways to create a business you can create a new mouse trap or widget whatever you want to call it in other words innovate. That’s one area then the second category is to take Someone else’s way widget ideas and expand upon it you know not every company I mean some people invented computers and software but the Category two innovators were people who did creative things with someone else’s invention and that’s where a lot of the growth opportunity is and then you get in the third category of businesses where you know they’re not necessarily intended to be around forever you know there are entrepreneurs out there that will found companies they’ll create some intellectual property and then they’ll turn around and do a row up or they’ll  do a merger you know it’s in the planning in the strategy that you’re going to hold on to that asset and that’s where some of the best opportunities are now and I’m not just talking about grand corporate mergers. You know I’m talking about opportunities to set up partnerships one thing in this post-recession era by the way there’s a chapter in the book there are some historical chapters in there, one of them talked about what we learned and got out of every economic downturn of the last hundred years including the Great Depression including the recession of 2008 and 2009 and I have a couple other chapters in there, lessons that we learned from corporate scandals including Enron so and there was even a chapter in as  I recall about. You know how you take great ideas and how you take someone scandal or downturn and how you turn it into something positive so and in the last piece of optimism that I would share that the fourth prong the prongs are basically create new and creative mousetraps which is going on in the world now second category is amplify someone else’s mousetrap and make your process and your marketplace bigger and broader than there’s was and then the third category is, to you know learn from the downturns learn from the missteps and move forward every company should do that and then the fourth category is learn to work together. You know and one of the things that I’ve learned and we I think we talked about this. When we the nonprofit legends book just came out we talked about charity and community and there are great lessons that we can learn from when people roll up their sleeves and work together and the biggest trend in business and has been for probably ten fifteen years now is collaborations partnering a joint venture and there’s a chapter in the book on that you know. 



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Tony: This is The Spotlight with Hank Moore. Just ahead Hank shares more insights and his contact info but first it’s time for us to take a short break see you back here in just a moment. 

You’re listening to the spot light with Tony DUrso we’d love to hear from you via email. Be sure to send questions and comments to Tony@tonydurso.com.

Tony: All right we’re back with Tony DUrso on The Spotlight today shows with Hank Moore Futurist and corporate strategist the full title including subtitles for Hanks latest book is nonprofit legends for humanity and good citizenship comprehensive reference on community service volunteerism nonprofits and leadership this book is nominated for the Pulitzer prize and now back to the chat 

Tony: And there’s also a chapter.  it says here the business leader as community leader-

Hank: Right.

Tony: And I know that a strategy for businesses but how can you get into let’s discuss how can you get into being a community leader because we know that’s good for business but with all the people trying to do this and all the different things what your methods would be to do that. 

Hank: Got it. Part of your planning you’ve got to have a plan you know research, Harvard business school research tells us that only two percent of the organizations in America have real plans of action that means that ninety eight percent do not, but I don’t think they have plans but they might be cells quotas or marketing goals or advertising slogans that’s all back to the book stuff that’s not really the plan. And so in answer to that question that you were asking about philanthropy which is you know there was a lot of that in my previous book about how companies and if you remember there was a chapter in that book on cause related marketing and it was tips and pointers for businesses on how to tie in with charitable and Community causes and what I said you know when we talked about that book which is true  is businesses are are not in business to give it all away, but when they do make donations and charitable tie ins it needs to count for something so as part of your planning and strategy look at your opportunity to align your executives in the community one of the things that I learned to you know  from way back and I think we talked about this I think the last time I was on the show I was you know I started my career very young age without going over the whole story but my first mentor was the great Lady Bird Johnson who subsequently became first lady of the United States and she said to me you are a visionary and then she said you are a humanitarian and she said now grow into the roles, so I was always taught that you make your reputation  on the charity circuit in the community and then if you do that the right way people want to do business with you 

Tony: You’re saying be a philanthropist, donate to charities get your name out there and that will attract businesses that want to do business with you

Hank: In part you’re doing it because it’s the right thing to do but if you’re doing it strategically part of it is, is how to business and there are corporations that make this what we’re talking about right now into a major part of their planning and strategy you know there are some companies that really

Tie in with the right causes for the right reasons and they’re not just necessarily donating money, better marshaling volunteer time for small business sometimes research tells us that your employees putting on the company T. Shirt and going out and participating occasionally in fun runs and things like that in a community. That will increase their worth to your company two to three times, that they’ll be thought of as loyal employees and if they take pride in the company’s posture in the community they’re going to think twice about going across the street and going to work for someone else they’re going to be more loyal 

Tony: That’s a clever strategy.

Hank: So, there are a lot of reasons and that’s not the main thing but the business leaders community leader most C.E.O.’s have postures in the community, is it the major part of their work in their mission? No, it’s a very small part but it’s still an important part and some companies will do all the stuff that I just talked about for the wrong reasons you know there are some companies out there that will you know they’re there for the photo opportunity you know at the opening of a homeless shelter or you know something like but then once the cameras leave they never do anything that they said they were going to do and that’s wrong so but so yeah the business that one of the things that a lot of companies have been doing and this has been a change in business over the last say twenty years that companies are seeing I refer to them as heir apparent programs they set up leadership programs to nurture mid managers and people on the way up so that they all stay with the company and be very valuable I’ve advised a lot of those kind of people I worked in a banking organization one time  the chairman of the bank called me and he said. Would you work with this young guy is on its way up and help mentor and I Did his name was still is Mark Shapiro and he was you know coming up the ranks in Texas Commerce Bank and today is vice chairman of the board of Chase Manhattan Bank in New York and my advice was pick charitable causes that your boss doesn’t champion. You know in your case I think you should be seen as an advocate for intercity redevelopment rather where your boss is really active in the arts and education you pick your own causes and he did and he’s continuing to do that and there are some other names that the public wouldn’t know but yeah a corporate leader the good ones are going to do good guy stuff in the community and it’s not a major part of their investment of time but it’s an important one and then a lot of the best part to end that part of the discussion is nurture other people in your organization to do the heavy lifting, there are some companies, I mean we can say major accounting firms that have quoted ends of community involvement, every major partner is expected to serve on two charitable boards and to do a certain amount of networking on behalf of the business and the community and that’s where the big accounting firms you know it’s in law firms they all do good guy stuff and they understand that that’s part of their right to do business thank you so much for sharing all that Hank very informative and before we go I’d like to know would you like to provide any contact information of how our audience can get ahold of you. Well oh yes the book is is out now in fact it’s called the big picture of business it’s my tenth book and it just went out on Amazon you can get the kindle edition the hardback print edition just came on the market it doesn’t officially go in bookstores until September fourth but you but it’s live on Amazon now and of course my website is www.Hankmoore.com and that. 

Tony: and that’s Moore, M O O Two O’s Moore.

Hank: Yea hankmoore.com and many other books they’re out there, it’s a nonprofit legends and the one before that was pop icons in business legends and that one is kind of a companion book to the new one big picture of business and then I had some other ones back there one of the things that we’ve we’ve talked about on the show before is  really I have got two categories of books most authors don’t some of them are business books which includes the business tree and I had another one before that called the high cost of doing nothing and it talks about the mistakes that companies make and the process of remediating mistakes makes you a stronger more profitable company. That was book three I think it was and then my second series of books are what we call what are called the legends books and they are more pop culture. Fun entertaining but there is some business content in them and in fact that one or the next one in that series that I’m working on is pop music legends and it’s basically understanding every major trend in the music industry of the last one hundred twenty-five years. It’s got about fifty chapters it’s a very long exhaustive book it has-

Tony: That’s quite something I know that you’ve also done several interviews on different music cultures different types of music over the years you have a very long list of those. 

Hank: Well yes and I was one of the other halls of fame that most people are surprised to know that I’m a member of is the  rock N roll hall of fame and I got inducted into that 1992 by none other than Sonny and Cher the entertainers and Because I had been  disc jockey earlier in my career and I knew about trends and music and I’d MC’ed concerts and I’d met a lot of the greats of the music industry including Frank Sinatra The Beatles, Elvis Presley and others but you know the thing about the celebrities and those celebrities are big businesses too one of them for example that I had and he was in another one of my books called Houston legends his name is Kenny Rogers and his philosophy of life was that the way you handle yourself in the down times meaning when your records are not on the chart during that year. That That’s going to portend to your future, put that in a business context  that there’s always going to be sick sick call to call activity and what happens when you’re in the lean and mean  down times the way in which you handle it and strategize it is going to bring you your next comeback strategy and businesses you know one of the other guys that I met in the music world you know one the  biggest stars in the world Frank Sinatra said to me one time he said well no one’s number one forever.

Tony: So true, I used to say-

Hank: So, you know we all come back and we all reinvent ourselves, businesses just like entertainers just like movie stars just like sports figures you know sometimes you just you know your batting average isn’t a high one as it was another year.

Tony: And the good part about being number two is that you try harder (Laughter)

Hank: Well that’s right, that’s right, that’s right and there’s something to be said that’s a part of the heir apparent, sometimes the best most. You know the best utility player in the company is the vice president and the heir apparents that are on the way up because they you know plant the seeds of great ideas and then the top guy claims credit later but you know there’s great up you know in conclusion to what you were talking about earlier the best days are not barren and the best days are understanding what happened in the early days of a company’s history update it for the future  bring in more people diversify, that’s a topic we hadn’t gotten into too much .diversity is a wonderful thing quality is a wonderful thing you know these are other chapters in other books but you know there are wonderful things but how you sort it all together is your planning and your strategy so if people that are listening you know. You know I speak at conferences all the time and I could have me come speak to them Disney did once-

Tony: And look what happened. 

Tony: Actually, yeah and you know but  again the great ideas you know sometimes are learning how other companies didn’t change why they went out one of my books I mean we talk about even Coca-Cola one big beverage you know had a business hiccup a few years ago with the new Coke I made some categoric mistakes but they recovered quickly I represented the saccharin industry years ago after it had been banned claiming the government claimed that saccharin caused cancer and rather than  dispute it saying our research says otherwise we just simply went about a logical process of building public support so we could put our product back on the market and forty years later it’s a staple you know artificial sweeteners are a staple of everybody’s diets now

Tony: Hank I want to thank you so much for being on The Spotlight here you’ve shared so much wisdom in everything and I want to make sure everyone in the audience goes to Amazon or goes to Hank Moore M O O R E dot com and gets a copy of the big picture of business it’s got a lot of information and this isn’t just if you’re in corporate or an entrepreneur or solopreneur if you are in a career or career mind this is information here that can take you up levels in your company or maybe someday start your own company but this is great earth shattering, not earth shattering but basics that you would think are earth shattering but there are some really great strong points here so please make sure you pick up a copy of this, the big picture of business by Hank Moore. Hank I want to thank you once again for sharing All of this with a great interview I love it and of course with your next book and with any important updates I’d love to have you back on again. 

Hank: Indeed, well my pleasure.

Tony: Thank you and to our spotlight audience thanks again it’s our honor to have you listen all right keep your focus on success and I’ll see you next on The Spotlight. We hope you’ve enjoyed this week’s edition of The Spotlight with Tony DUrso. Be sure to tune in again next Friday at four pm Eastern time one pm Pacific Time on the Voice America influences channel now enjoy the weekend.



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