Strategies + execution
= success
Phil Condit
Chairman and CEO
To
be successful, a company
has to do two
things: operate from a
strong, robust set of strategies,
and execute those strategies
flawlessly.
I think we've absolutely got
the right strategies. Not everybody
agrees, though. While
this year's companywide
employee survey reflected
strong positive trends, especially
in employee satisfaction,
two questions showed
a decline from last year. One
asked whether senior executives
are clearly communicating
the company's strategy
(43 percent said yes, down
2 percentage points from last
year). The other asked whether people
agree that the company is making
the changes necessary to compete
effectively (36 percent agreed, down
3 points from last year).
This says to me that either people
aren't aware of our strategies, or if
they are, they have a different idea
about what we ought to be doing and
where we ought to be heading.
What I would like to do is
increase awareness and understanding
of our strategic direction. So
whether you agree with those strategies
or not, it is important that every
Boeing person perform in a way that
helps us carry out those strategies.
Strategies are roadmaps. They
define, “Where we are going. Why
we are going there. What path we are
going to take to get there.” Execution
is the driving. One without the other
doesn't work. If you have a great set
of roadmaps but don't drive, you're
not going to get where you want to
go. If you have great driving skills
but no map, you may have fun but
you won't reach the destination. You
really have to have both.
Boeing operates with three broad,
companywide strategies, and each
business unit has more specific strategies
that support these, too:
•
Run healthy core businesses.
•
Leverage our strengths into new products and services.
•
Open new frontiers.
Running healthy core businesses is primarily
about execution, and it's always at the heart of any company.
How do we operate a lean global
enterprise? How do we invest in our
people? How do we get our costs
down? How do we satisfy our customers?
How do we encourage lifelong
learning? How do we make sure
that we are competitive in a tough
marketplace? How do we engage
with our communities? How do we
ensure Boeing people contribute their
energy and ideas toward the company's success, and how do we apply
those talents and ideas? How do we
return value to our shareholders?
Our core businesses are essential
to our future. They are key to creating
the financial health that allows
us to do those things that will make
our company healthy over the long
term. Healthy core businesses generate
the cash that enables us to do
good things for our people, customers,
communities and shareholders
now; invest in research and development
for future health and growth;
and fund the acquisitions that will
strengthen our ability to execute our
strategies.
Examples of core businesses are
programs such as F/A-18E/F, Next-Generation 737, C-17, 777
and Delta II.
Leveraging our core
strengths to develop new
products and services helps
get us into new or expanded
markets. The strengths of our
fundamental businesses enable
us to do network-centric
initiatives—things like Future
Combat Systems and
unmanned combat air vehicles.
Today, I would also put
Connexion by Boeing in this
category. And 7E7 fits into this
strategy because it leverages everything
that we have learned about
lean, determinate assembly and composite
technology.
I would classify Air Traffic
Management as one of the ways
we're opening new frontiers. Not
only are we figuring out how to use
our technology in new ways, but
we're helping ourselves build markets
for our core businesses. So, for example,
if we can design and develop a
better air traffic system—change it
from today's ground-based radar system
to a satellite-controlled automated
system—not only can we make the
commercial airplane market bigger,
we can also enable unmanned military
vehicles to operate in different
markets, such as homeland security.
By looking to our future, we're
not abandoning either defense platforms
or commercial airplanes; we're
gaining more capability. Programs
that today fall into the second category—leveraging our strengths into
new products and services—will,
with great execution, become core
businesses. New frontiers efforts will
move to developing new products
and services.
I plan in the future to talk about
business unit strategies so that everyone
can see the roadmap and our
planned destination.
|