# Speeches, Guest Speakers, and Interviews

Data: 11-01-2025 21:52:59

## Lista de Vídeos

1. [[Private video]](https://www.youtube.com/watch?v=qZPZZDIMiFg)
2. [Career Advantage Program -- Speaker Event Featuring Larry Flax (1/30/12)](https://www.youtube.com/watch?v=pXxbFnt4fHM)
3. [[Private video]](https://www.youtube.com/watch?v=hn3tLdAIZv0)
4. [The Business of Impact Games: A moderated discussion with gaming executives](https://www.youtube.com/watch?v=EeckAFIcBpo)
5. [Social Entrepreneurship: Taking Matters into Your Own Hands in the Age of Austerity](https://www.youtube.com/watch?v=iKmR4jMiDPM)
6. [Sidney Harman](https://www.youtube.com/watch?v=SBS30VLxnWA)
7. [USC Marshall Career Advantage Program](https://www.youtube.com/watch?v=XbqOSuoI494)
8. [Reunion 2010: Warren Bennis and Tony Hsieh, "Leadership For the 21st Century".](https://www.youtube.com/watch?v=ZRhZLR3aw0Q)
9. [Marshall Society & Business Lab - March 2010](https://www.youtube.com/watch?v=mgPD1X6fkQc)
10. [Chris Lischewski - CAP Speaker Event Spring '10](https://www.youtube.com/watch?v=oh5cJjLP_jM)
11. [Career Advantage Program - Fall 2009 Speaker Event](https://www.youtube.com/watch?v=A_fTimgl0V4)
12. [USC Marshall Doctorate in Business Recruiting Forum 1](https://www.youtube.com/watch?v=Qn4imbCa0aE)
13. [USC Marshall Doctorate in Business Recruiting Forum 2](https://www.youtube.com/watch?v=W4U0n5n5550)
14. [Due Diligence Webinar](https://www.youtube.com/watch?v=hOdT_u3nExc)
15. [Career Advantage Program: Michael Delman](https://www.youtube.com/watch?v=XDmwAcxK-6c)
16. [Alexandra Michel - Bullish on Uncertainty](https://www.youtube.com/watch?v=pBCQQ9K9V3M)
17. [The Real Estate and Credit Meltdown: How Did We Get Here and Where Do We Go?](https://www.youtube.com/watch?v=Rra8m2FSito)
18. [Gerard Tellis - Innovation](https://www.youtube.com/watch?v=xRwy6n-XcmA)
19. [Bill George Speech (Part 3)](https://www.youtube.com/watch?v=UG-x59sdl_I)
20. [Bill George Speech (Part 2)](https://www.youtube.com/watch?v=aXM0PF2SLbs)
21. [Bill George Speech (Part 1)](https://www.youtube.com/watch?v=5bFunR6JfWI)
22. [Green Revolution: Duane Woods speaks to USC Marshall](https://www.youtube.com/watch?v=KPHmod8G26c)
23. [Green Revolution: Ralph Appy speaks to USC Marshall](https://www.youtube.com/watch?v=jLQhpvQClVw)
24. [Green Revolution: Sally Wilson speaks to USC Marshall](https://www.youtube.com/watch?v=NUs0cXdZHuk)
25. [Green Revolution: Ann Hand speaks to USC Marshall](https://www.youtube.com/watch?v=FSN8HMAjjUg)
26. [Green Revolution: Barbara Boxer speaks to USC Marshall](https://www.youtube.com/watch?v=dCbXMOojOH4)
27. [Jim Turley at USC Leventhal School of Accounting](https://www.youtube.com/watch?v=Nqs7SwbZmUo)
28. [USC Marshall Professor Richard Chase](https://www.youtube.com/watch?v=Hc-nsNx72os)
29. [USC Ed Lawler Interview: Talent](https://www.youtube.com/watch?v=DsAYVBNoxo4)
30. [USC Ed Lawler Interview: Executive Compensation](https://www.youtube.com/watch?v=fWTiiI5seFs)
31. [PetSmart CEO Philip Francis](https://www.youtube.com/watch?v=lec6jz7yFhs)
32. [[Private video]](https://www.youtube.com/watch?v=9Hu6yXXYM5E)
33. [[Private video]](https://www.youtube.com/watch?v=Qjputof0P94)
34. [[Private video]](https://www.youtube.com/watch?v=cVj0ILM5S_A)
35. [[Private video]](https://www.youtube.com/watch?v=oN_iSHcbyYI)
36. [[Private video]](https://www.youtube.com/watch?v=9ri6We1XUvs)
37. [USC Marshall - John Boudreau Interview](https://www.youtube.com/watch?v=K5MQpSHQvWI)
38. [[Private video]](https://www.youtube.com/watch?v=NkyjEcBh8wU)
39. [[Private video]](https://www.youtube.com/watch?v=1vq2EeavAs4)

## Transcrições

### [Private video]
URL: https://www.youtube.com/watch?v=qZPZZDIMiFg

Transcrição não disponível

---

### Career Advantage Program -- Speaker Event Featuring Larry Flax (1/30/12)
URL: https://www.youtube.com/watch?v=pXxbFnt4fHM

Idioma: en

we are very pleased to welcome an
incredible speaker this evening and I
have Mike McKeever one of our longtime
mentors way to the crowd sir to thank
for connecting me with Larry flax Mike
organized a special event with his team
and Larry a while back I think last
semester and it went so well I got so
much positive feedback that we thought
it was only natural to invite Larry to
speak to the entire group so we're very
very happy to welcome him before we get
underway with our formal remarks I would
like to call up our vice dean of
undergraduate programs uh Miss Debbie
McGinnis Debbie has been tremendous to
work for and with for the last year or
so she has been spearheading our
strategic plan for the School of
Business and just has undergraduates as
her top priority which for me is an
absolute treat so we're very pleased to
welcome Dr Debbie McGinnis
Willy and I want to just give a special
thanks to Willie it's because of Willie
that we have this wonderful event before
us and she works her heart and soul out
to make our experience wonderful for our
students and our experience wonderful
for our uh our mentors so please join me
in giving Willy a round of applause for
all that she has
has been tremendous
I also want to take a moment to thank
our our mentors and I'm hoping that our
students here will just join me in also
extending a round of applause for our
mentors who mean so much to you and who
have so much to offer you uh as Willie
mentioned not just for the time that
you're here but potentially for the time
after you leave so please join me in all
students in giving a round of applause
to your mentors
thank you so much so
students out here in the office raise
your hand if you've ever been to a CPK
yeah lots of us and raise your hand if
you went to CPK as a kid
lots of us too so I am just so thrilled
to be here to introduce Larry as our
guest speaker tonight he doesn't know it
but he's actually kind of a hero in our
household because as my kids were
growing up CPK was one of the places
that we would always go to and in part
it was always because it was one of the
places that we all knew we could go to
and have a great time so whether it was
the kids filling out their anagrams or
all the you know getting the crayons and
eating the pizzas and the hot fudge
brownies for dessert uh I never in a
million years thought I'd be having
dinner with him so I'm just thrilled
so just a little bit about Larry Larry
is a is a fellow Trojan having received
his Bachelor of laws and masters of laws
at USC in 1967 and 1971 respectively
he worked in law for about 14 years as
an assistant U.S attorney with the
justice department and then as assistant
chief in the Criminal Division and chief
in the Civil Rights division of the LA
U.S attorney's office after some a stint
in law he decided with his colleague
Rick Rosenfeld in 1985 to give up law
and instead open a restaurant in Beverly
Hills that we now know and love as
California Pizza Kitchen
this restaurant has now grown to over
260 CPK restaurants in 32 states in over
10 countries around the world and the
company has grown to include not only
the traditional restaurants that we all
know and love but also the outlet
smaller Outlets like the one we have
right here on our campus in The Tudor
Center
in addition its famous pizzas are now a
fixture in the aisles of our major
supermarkets
in addition to founding CPK Larry also
served as the CEO and chair and
co-chairman of the board of CPK his
newest Venture is a restaurant in
Manhattan Beach I just learned it's not
his newest Venture his newest Venture
before that is uh a restaurant in
Manhattan Beach called the LA Food Show
for which Larry served as co-president
and the company is now owned as a wholly
owned subsidiary of CPK
Larry is not only a talented business
person he's a caring one as well he
currently serves on the board of
counselors for the USC School of Law the
Gould School of Law and he's also on the
board of directors at faster cures and
is a member of its philanthropic
philanth philanthropy associ advisory
Services Board
it's an honor and a privilege to
introduce a true friend of Marshall Mr
Larry flax
thank you for having me
I every time I I get invited uh and I've
had the pleasure of speaking to student
groups at a few different universities I
tell the story real early in the growth
of CPK and being invited to speak at
that Harvard Business School
I think that was probably one of my
first speeches if I remember I ever was
a
invited to make to a student a group of
students and I stood before them and
quite in awe of being there I have to
tell you because I told the only way I
ever thought I was ever going to get to
Harvard was going to be in a bottle
and that uh stuck with me and every time
I stand in front of you know
such into yourselves and it's an
impressive group I have to say I am in
awe of being where I am and how I got
here
entrepreneurs
all have incredible stories I mean I
love listening to entrepreneurs and how
they founded their businesses struggled
through their early years grew their
businesses grew their brands so much
goes into it and uh so much that you
both learn in school and learn in the
School of Hard Knocks now I want to
thank all you mentors who are we never
had anything like that even when I was
in business school at the University of
Washington
this is a really great program and I
want to congratulate
the students that are smart enough to
take advantage of this program
and to start getting the hang of
listening to other people and to going
beyond your education into what is going
to become the real world
and this is an opportunity you should
take and you cherish and use because
that once you graduate once you go out
and become entrepreneurs yourself
you are then going to be on your own and
you are going to have to be given the
awesome and sometimes it is awesome
responsibility of making some very large
decisions and those decisions are often
influenced by the people you interact
with and you deal with and this Mentor
program will help you in so many ways
and being comfortable in that
program of dealing with people and it's
lots of people it's people you'll hire
whether lawyers account accountants
Consultants or people you just come
across along the way they'll be
investors in your in your businesses but
you're learning to listen and learning
to learning to to
find other people's experiences very
helpful to you and they will be and
listen to them and then but the ultimate
responsibility is all always going to
fall on yourselves
to make the decision and don't forget
that ultimately it's going to be you
that will make the decision to take the
right or take the left
the best way I can relate that is
through a short story I don't want to
make a really long speech here because
quite quite frankly I'm more interested
in your questions and I hope you'll be
thinking of some because that really is
much more interesting for me to try to
answer what you really want to know
about rather than try to guess it in a
uh what is you know a rather short
speech for a 26-year story
California Pizza Kitchen was an idea
born out of frustration frustration with
the law to be quite Frank I was a
criminal lawyer
and my partner and I uh we're both
burnt out it's the best way I can put it
in in being criminal lawyers and we were
looking for something else to do
we love the restaurant business we had a
smattering with it in a upscale
restaurant where we lost a lot of money
and learned what not to do
but we couldn't get it out of our system
and and what happened was is what we did
uh and we saw pretty clearly and I think
it stayed with me forever is we saw a
what I call a black hole of demand it
was a demand that we we saw out there
which wasn't being filled and that was
the demand for premium Pizza we noticed
that Wolfgang Puck spagos at the time
was getting a lot of press for serving
duck sauces Pizza to
the stars and that was making a lot of a
lot of press we
a lot of you may not know the true
originator of of California style pizza
was Alice Waters up at Berkeley at Chez
Panisse Wolfgang saw her success with
her Cafe at shape and East with the wood
burning oven and put one in in spago and
then it got a lot of press we always
like to say Alice created it Wolfgang
made it famous and uh we capitalized on
it
uh but that that's pretty close to the
truth
uh the bottom line is we saw that people
were really intrigued by this new style
of pizza which really
um as we came to learn the best way I
can put it it looked to us like a pizza
that could be to a pizza like uh premium
ice cream like Baskin Robbins was to ice
cream that you could take it and make a
premium product out of it
have it a little more expensive and then
explode the flavor profiles on it and
that's really a simple description of
what California Pizza really is all
about starting with the barbecue chicken
pizza which of course is our jamokom and
fudge as I always say and then we
exploded all the other flavors picking
duck BLT Santa Fe Tai you know it goes
on and on and we keep doing it I mean
okay it's still the leader in creating
the new pieces but we saw this we we it
wasn't something we just stumbled into
we saw it we named it California Pizza
Kitchen
um after a little war between my partner
and I uh and those of you who are really
into consumer studies and he's like this
you'll appreciate this short story is we
were really building the restaurant we
knew what was going to be and we knew
pretty much the menu the whole idea but
we didn't name him have a name yet
and one night I woke up at 3 30 in the
morning and I said it's got to be
California Pizza Kitchen I waited till 5
30. I called my partner up I woke him up
I said we have to meet at Nate Nails uh
in Beverly Hills for breakfast now we've
only met Nadine Nails twice that one
time and time before that was when he
wanted to get married and he felt he
needed my permission for some reason but
uh at any rate that was the second time
we met at 6 30 in the morning at Nate
Mills and he says okay you've got the
name I hadn't told him on the phone and
he said what is it I said California
Pizza Kitchen and he said that is the
worst name I ever heard
and I I mean I tell you I was Crest
falling that night we went out to dinner
with some friends of ours and they had
some cousins in from Providence Rhode
Island and uh
we just were talking about we were doing
this new restaurant concept we were
building in Beverly Hills and it's still
the first one is still there on South
Beverly Drive and uh explained what it
was and uh and we said we have these
names where uh discussing one was Del
Rey which was a combination of our names
and one was chow and one was Primavera
and
we were a little spaguish in our
thinking at the time and then we said in
one is without leading them at all one
said one is California Pizza Kitchen and
they said Oh California Pizza Kitchen
we said well I said well the others you
know Italian sound we get there sooner
or later but we really rushed to see
what a game like California Pizza
Kitchen and what you nuts would be doing
you know and they were really intrigued
and that was our consumer study that
night he shows how sophisticated we were
let me tell you something else uh we
were so naive as criminal defense
attorneys don't ever think criminal
defense attorneys the only thing about
business they don't know think about
business they had probably any more than
doctors do that's always been the two
the two groups that you should never
depend on for a business decisions in a
sense but uh at any rate we we uh I
always say
we risked everything on the first
restaurant we signed them our on the
lease we signed our homes
we went to the bank and borrowed uh 200
000 on all our practice we did not do
what you guys all of you I'm sure would
do would be a very detailed business
plan but I can tell you that if we had
done a business plan
for CPK Beverly Hills the way you guys
know how to do it
I wouldn't be standing here
and this this is a you know where you
guys also have to understand sometimes
you'd have to be so passionate and the
word passion is used a lot in in
business and it's true you have
sometimes you have to when you feel it
when you know it you have to sometimes
ignore the odds because all a business
plan will give you the odds the business
plan would not have said we would fail
but it certainly would have told us not
to do it I know that
but we blindly went ahead and did it we
were very naive so naive
I love admitting this because I came out
so well uh
when we
started a building we had 1700 square
feet we assigned the lease we had the
the architectural layout and we went to
uh the bill a friend of ours built Chin
Chin Bob manler he was a lawyer also
and he's put us with his contractor
and we asked the contractor and showed
him what we were doing and it was 1700
square feet and we said what do you
think it'll cost us to build and he said
well it's about a hundred dollars a
square foot
great why not borrow two hundred
thousand dollars
thirty thousand dollars to spare and we
figured we'd take the shot
well
we started building and the money
started going out and the money was
going out and the money was going out
and pretty soon we were coming up to the
200 000 market and the place was in our
near finish so we went to the building
said what's going on here and he said
well
I'm going to probably bring in about 100
a square foot but we didn't realize it
didn't include equipment it didn't
include HVAC it didn't include venting
and all the things that we'd never asked
the right questions the restaurant truly
cost 550
000 not 200 000. well immediately we
scrambled you know okay what are you
going to do you signed your house away
you know both of us uh the law practice
who knew what was going to happen and uh
we screw it over to a guy who I always
mentioned by the name of Bob Khan who
was our lawyer
now this is where you talk about mentors
mentors can be lawyers so we went to him
and he told him our problem and at that
time everybody was doing General
Partnerships
that was the big deal 50 to the idea
fifty percent to the money that was
common practice 1984.
uh
so we he said let's set it up as a
limited partnership and we'll raise the
extra uh we figured the 300 000. it
actually took us another 50 which we put
in ourselves it was actually 550 to
really get it going uh but so overnight
we went out and raised 300 000 from our
friends neighbors you know not a lot of
our clients of course because a lot of
them were in jail but uh
and we wouldn't want to you know be
involved in any liquor licensing but uh
at any rate it really took us only one
night because the idea was a good one
and people saw it and it was already
built and we had our skin in the game
and that was very impressive uh to the
investors that it wasn't just us asking
for the money so but when the smoke
cleared of course we had one question we
asked uh before this book cleared I
should say and this was where a lawyer
made a decision and mentored us and made
a decision that changed everything
changed our whole world and then we
asked Bob now in doing the limited
partnership do we have to give the
investors
50 50
of the restaurant in Beverly Hills or
the entire idea
and he thought about he said you know
this is such a good idea
he says I think you only have to give
him the interest in the one restaurant
and not only that my partner and I will
invest 10 000 of that money he could
have been very selfish and said no it's
uh 50 of the whole idea and uh he'd
invest ten thousand but he didn't and
that decision changed our world because
I'll tell you why we opened the
restaurant
big success but
we thought we would have our law
practice we actually moved our law uh
law practice right next door to the
restaurant and uh
we never got a new client and I I look
back and I understand that if I had to
get brain surgery I don't think I'd go
to a brain surgeon who was running a
pizza parlor and people who are facing
the jail terms think like that they are
very worried about who their lawyer is
and we just never got another client so
we had literally taken our foot off of
first before we could uh steal second
and we had to run so we had to build
more restaurants so me meaning we
certainly weren't going to make enough
money off the first restaurant to build
a second restaurant so we had to Scurry
back to our Mentor lawyer uh Bob kind of
said well what can we do now and Bob
said well
I put a provision in your limited
partnership agreement you can convert to
a corporation
he said so we can convert it to a
corporation and then raise money by
selling more stock now already we were a
big hit in Beverly Hills so we did that
but we didn't want to cram down to the
investors who thought they had an
interest in a limited partnership that
they were now going to be stockholders
so we made an offer we converted to a
hook Corporation we gave it a five
million dollar asset value by the way
when the smoke cleared Rick and I my
partner and I owned 92 percent of the
company and the investors only owed
eight
but we didn't think that was fair to
cram it down uh their throat so we
offered anybody that want been like the
deal this was only after six months that
we would buy out their interest for 20
return on their money only two investors
took us up one five thousand dollar
investor which is very happy to get six
thousand dollars back and one ten
thousand dollar investor who was very
happy to get twelve thousand dollars
back
and then we went on our way and we to
make a long story short we kept growing
and growing by doing new stock offerings
until our lawyer called us in one day
and said after 20 we had 26 restaurants
uh you have about 300 stockholders and
we had kept raising the asset value and
we it we had done very well we used to
almost laugh about it because who knew
what it was really worth so we used to
say let's put on a green visors every
time we need everybody to build
restaurants and go figure out what we're
going to give to the uh uh the asset
value to the new offering and then
people who wanted to sell out because
they wanted to get out we got them out
we match them with people who wanted to
buy in everybody's very happy long came
26 restaurants and the need to go public
or go to jail
uh that's sort of the way you put it
because we were getting very close to
being a public company the way we were
operating and uh the beauty of the
residents were doing great we had 26 of
them and just as we were we already paid
a bunch of money in attorney fees I
remember scadnerps loved us
and Along Came Pepsi Cola and said will
you take a meeting
we did and the long story short is
PepsiCo about half the company in
1992 for we want they wanted us to stay
in and keep 50 of our our position and
they didn't force any of the
stockholders out but they bought half
the company and anybody who wanted to
sell out other Rick and I uh for 140
million dollar valuation that meant that
the original stockholders who invested
in Us in 1985 22 times their investment
so so we went along merrily with with
Pepsi learning how to completely ruin a
business we they gave us so much money I
mean sometimes I can tell you and your
mentors here will tell you too much
money can be a bad thing
because it can cause you to make silly
errors and we just started assigning we
thought we couldn't fail and Pepsi did
took that position that we were just
small fry to them they had pizza Taco
Bell KFC and they said open away we will
give you all the money you want on a
loan at our interest rate which like
three percent and you don't have to pay
us back for seven years even interest
well I mean that we were like Bulls in a
china shop uh we were we were signing
every lease we could find building all
over and all of a sudden it started
Dawning on us and of course Pepsi that
uh some of the restaurants weren't doing
that well we had found our customer we
had uh we we thought too much of
ourselves where we were our egos have
gotten ahead of us and and they told us
to stop building
I don't want to run out of too much time
how am I doing
I'm okay uh because I'm going to tell
you another very interesting story that
shows you that and I'm sure your mentors
will tell you that sometimes you know
all your Brilliance all your thinking
everything you do can be right on and
sometimes it's just damn luck that
enters into your life and yes you can be
in the right place at the right time so
luck can find you
but it's luck and I'm going to tell you
a story of California Pizza Kitchen and
its Lucky break
so here we are we have a hundred uh uh
80 86 restaurants then and we had been
frozen in our tracks that's when we
actually started to do foreign
development to keep
the illusion alive that we were growing
and uh and franchising and we franchise
to the airport so we started doing a lot
of things that we could do without
spending money
they wanted to
their problem was that they couldn't
take any of our losses because they
didn't own they only owned 50 and they
needed to control the company to take
losses so the losses every year were
going to waste
the tax losses and so they came to us
Indra Nui who was on our board and I
don't know how many of you have heard
that name she's probably one of the most
powerful women in the United States uh
chairman of CEO of Pepsi uh she she's a
dear friend is on our board and we knew
her very very well and we used to have
dinner with her and her husband and
she's a great connoisseur of great wines
and we used to sit in New York at a
place called Santa tell and talk about
business forever and she was just
amazing to listen to uh she the former
chairman or the chairman that we sold
the company to Alyssa she was the
smartest woman in Pepsi and one day
would be chairman
he predicted that and she used to talk
about how Pepsi should be out of the
restaurant business
that and she meant KFC Pizza Taco Bell
not just CPK and
they owned a
a Mexican restaurant so what do you mean
now but they owed a couple of casual
dining chains and uh
she she really was adamant that it was a
very Capital intensive uh and not very
good return on investment but that was
her position and we listened and became
time but Pepsi came to us and they
wanted to renew our contract where they
could take control they wanted to change
their their debt to Preferred shares so
they could take control of the company
and take the ride off we said that was
fine with us it was even fair uh because
we'd run up 100 million dollars in debt
but we and we knew we had not done a
great job as CEOs but we said thinking
about what Andrew had said he said but
we want a five-year continuance of our
contract that you can't sell the company
until 2001.
uh this was 1996.
and they fought us on that I mean for a
couple of months they fought us on that
finally one day they just gave it and
they say okay we'll do it and we signed
a new contract
and giving them control and they took
control they sent in a new CEO they want
to feel bad about something sometimes
the CEO and be replaced that's always
exciting uh but we but you know we still
had a big Equity interest in the
California Pizza Kitchen and so we we uh
stayed on we rich co-chairman executive
co-chairman and uh Along Comes
A guy by the name of Cisneros
to Venezuela
he has a meeting with the then chairman
of Pepsi Roger Rico and he's supposed to
meet with him to renew his bodily
agreement and he comes in to meet with
Roger Roger sends him to see one of his
underlings well Cisneros a
multi-billionaire so I'm still to this
day a very powerful man and he went back
to Venezuela and
and got very angry and when the contract
was up at 12 midnight on a certain night
he painted every one of his trucks from
Pepsi to Coke and overnight Venezuela
went Coke
and Pepsi stock took a 10 dive over a
couple week period because of the
foreign markets were so important still
so important as you all know and that
when you have a billion 600 million
shares of stock out you take a 16
billion dollar hit you wince and Pepsi
winced and they made one day we're
sitting in our office and if reporter
calls us and said we have an
announcement we have a reporter on the
line they told me that wants to talk to
you we got on the phone and the reporter
says Pepsi has just made an announcement
Roger has just announced that he's
getting out of the casual dining
restaurants they took this one step at a
time and that he's selling uh you as
East Side Mario's us and uh
Chevys
and we said well we knew he couldn't
so we held our you know we were smart
enough not to talk to the Press we
learned that in our legal days
uh so we called immediately to uh to to
Indra and we said what's this we're just
getting a call from a reporter she says
hold on I'm gonna have somebody call you
the guy by the chat by the name of Chaz
Phillips calls us he says hello I'm
going to introduce myself my name is
Chaz Phillips he says uh I'm with
gleacher and Company in New York City
and I've been assigned to help you in
the sale of your company
and we we said wait a minute he said and
he said please hold on one second
because I I've heard about you two guys
my partner and I had sort of a
reputation for not taking much cuff uh
uh but he said uh I guess before you say
another word he said he said you won the
lottery
and what he meant was they knew they
couldn't sell us but they knew something
else that you guys always have to
understand is money is power
and they knew there was a price there
was a deal that they were going to make
because we were nothing to them they
were so big that they knew we would sell
the company and you know what they were
right
but we knew we had the power so it
became a three-way transaction was Pepsi
us and the new buyer and eventually it
turned out to be Brooklyn Rosser and
Cheryl a fund out of New York and they
were great at negotiating better than we
could have and when the deal cleared
we and our shareholders were not diluted
one bit a hundred million dollars
disappeared from our balance sheet just
went away and you can't find that to
this day when you go back and you see
when Pepsi with you know they formed yum
they spun off Taco Bell Pizza Hut and
KFC along with us we all went out with
the baby with bath water we are a part
of a rounding error you know just a
write-off they don't mention Us in the
deal you can't find our deal
but we walked away with a clean balance
sheet they took back our 10 worst
restaurants the ones that were really
losing money and closed them on their
books and we walked away with a brand
new company and uh in 2000 we took it
public and uh if you've been paying
attention to us in August we uh bought
it back so I've seen about everything
and uh but I can tell you this and I was
we were talking earlier I'll give you
one piece of advice and I really do want
to open up the question so you really
get to the meat of what you might want
to know
um
equity and understanding the balance
between equity and debt and the
importance of of the
what those things are and what they can
be and the forms they can take
is the key the simple key I think to
Growing any business growing I could not
have grown a great brand without having
a lot of luck and having equity and debt
fall in the right place you have to have
the ability to make hard decisions and
move forward even when you're in tough
times and that's all about the balance
of equity and debt and then about the
form it takes I mean I could talk to you
a lot about it but the answer is right
now in the world today good ideas are
don't think they're in trouble good
ideas are exciting there's money out
there there's lots of money out there
the banks are stifled but not private
investors right now there is a field of
private investors they we call it I'm
trying to be as quiet as I can
unsophisticated money I guess you'd call
it it's not uh it's not uh uh fund money
it's you know there's lots of vulture
capitalists out there there's lots of
funds very smart guys know how to really
uh take a a young entrepreneur and and
timing and Knots but there's a lot of
money out there that are High Risk
Takers that appreciate good ideas that
appreciate young exciting people who
will back you who need to place their
money because they are not having a lot
of success placing money right now and
are very much stifled in a lot of ways
in how they Place their money and so a
lot of people think we're in such big
trouble it's only trying to now figure
out ways if you want to my humble
opinion ways of taking and matching
these what these what what we call
unsophisticated but yet billionaires
millionaires very wealthy people very
smart people and taking their money that
they're looking for homes for and taking
it and placing it with really smart
ideas and that is a great business in
and of itself is figuring out how to do
that and mostly everybody runs to become
a banker or to deal in the big Banks if
I were to get involved in that I'd be
out trying to form a company that did
exactly that try to match what we call
unsophisticated money with smart ideas
and that's probably the biggest lesson I
have and the biggest lesson I've learned
at California Pizza Kitchen I can tell
you all about brand building I mean and
everybody can everybody's had a few
avoided I don't know what a brand is but
the truth I was talking to my wife today
it wasn't a brand but you know I think I
think in my world a brand is a you know
I hold up our logo you don't have to to
read it you know it's CPK it's I always
said I want to own yellow like Starbucks
on screen logo is very important uh to a
restaurant brand but when I I look at a
thing I talk to my wife I said can you
tell me the brand that makes the little
fingernail clippers that everybody in
this room's got one the toenail and
fingernail clippers you want to talk to
little leverage guys
what's the name of the brand
yet it's everybody's got one so I don't
know how you define a brand really uh uh
I think it's the best way I know how to
define it is if there's a big demand and
you make a lot of money with it you've
got a brand
with that I think I I'll as long as I
Gotta Laugh I'll put it off for
questions and try you know be as tough
as you want on the island
hey first of all the knowledge of the
law is really helped out in a lot of
ways you know you know it always there
would be times it would enter into it we
were just good negotiators from being
good trial lawyers and that really
helped out and then uh knowing enough to
hire lawyers that knew what they were
doing in areas we didn't helped out too
uh but uh uh the uh
what I think law really brought to the
table law is a tremendous discipline of
logic
of being able to see The Dominoes fall
because that's what you have to do
especially as a trial lawyer you have to
see what a whole trial is going to
unfold like and what it's going to look
like from the beginning to the end and
to be able to see down the road that
discipline really helped out in our
business dealings to be able to see The
Dominoes and watch which way they would
fall L.A food show was the unfortunately
a great concept of the wrong time it uh
you know it's a casual dining uh more of
the 17 to 20 dollar price tag has
everything from hamburgers to Stakes has
no pizza I often said if I took LA Food
Show and combined it with CPK and put a
bunch of
Television screens in it I'd have a
better BJs
but but that's not my call anymore uh
I'm no longer CEO of California Pizza
Kitchen and so what they do with LA Food
Show is more their call I've got you
know new fish to fry and uh it's still
exciting times the restaurant business
is great it really is it really offers a
tremendous opportunity but it's also
very risky don't let me mislead you
we were just hearing a a quote who's
quoted that I think 128 new references
opened in downtown Los Angeles in the
last three years but I asked how many
are still open I mean you know there's
tremendous fatality rate and so what I
also say is it's a business it's a
serious business dealing with a lot of
moving Parts a lot of people it takes a
lot of great people we have 18 000
employees
you really have to uh you know know it
and know how to deal with people how to
lead people and how to get there to buy
in and bring that energy because the
restaurant business is entertainment
uh we're in an entertainment business
and we're in the Arts if you define art
it's that which appeals to the senses
I contend food is the only full art you
know smell taste sight we're also
tactile We Touch our food pizza
especially hamburgers sandwiches fried
chicken ribs you name it and we love
touching food all of us so we're very
tactile so we have a sense of touch that
sense of of sight how food looks
California Cuisine my God played off on
how to make food look beautiful
look artistic
the only one that gave me a little
problem
was a hearing a sense of hearing until I
invented the three crunch salad
then people got it because you do hear
yourself when you eat food
after we went public yes we just did the
company sold to a fund that came we sold
to a fund Golden Gate Capital now owns
California Pizza Kitchen they came in
and bought out all the shareholders at
1850 a share and uh just in terms of the
growth of business a lot of your mentors
understand this is over the years you
know I'm I'm 69 years old and uh we've
been in this 26 years over the years
each stage we sold a little bit and a
little bit in a little bit and you get
to the point where you've uh you've sold
so much that you realize that your
Equity is down so far if you really want
to capitalize on your talent it's time
to start over and I think we pretty much
got to that point so that we were ready
to start something new and uh uh you
know always love CPK always be founder
but uh the trouble is you sometimes can
Whittle your Equity down so much that
it's just ego that keeps you involved
with your company rather than using your
your uh ability to create equity in A
New Concept and your own wealth to do
that
ask I want to make a comment uh Thai
chicken pizza I love
I love it which one
Thai
I did peanut but people with peanut
allergies you always get mad at me
you do
see today
could I or would I that's two questions
well the problem is I probably wouldn't
because I if I had understood the
magnitude of what we were getting
ourselves into when we blindly ran into
it uh I probably would have scared
myself to death and said no I can't say
that for sure I can't honestly say that
but I know if I think something's going
to cost 200 000 and it ends up costing
550 000. I'm going to be pretty shook up
and that's what happened and it happened
very quickly but it's true it's what
happened we had already signed a lease
and we're already building so we didn't
have a choice to go forward but today
let's put it this way put aside the uh
issue of whether I would have done it or
not under the circumstances
could a California Pizza Kitchen start
today absolutely I mean you know good
ideas
you know you get so tired of watching
Everybody beat us up you know be the
economy and to terrify us and you know
every you know I think the politicians
both sides have their own reasons for
scaring Us in different directions but
the the truth is there's so much
opportunity out there there's so much
demand there's so much you know the
United States of America is a major
agent and uh new ideas are starting
every day and doing very very well and
uh and people are looking to back young
people that have great ideas and uh yeah
I think there's no question in my mind
that a great idea now it may take a
different form okay uh what's going on
right now in the restaurant business is
not casual dining it's what we call
Casual fast Panera Bread Corner Bakery
are smaller units uh you know getting
away from Full Service getting away from
higher check averages getting away from
tip but people really should focus on is
when you do casual fast you take out
anywhere from 10 to 15 to 20 percent of
the car of the of the check average
because you've taken off the tip factor
in fact a lot of the really smart chains
say no tipping necessary they actually
put it right out in the restaurant and
there are chains growing like crazy one
the hamburger chains are certainly the
most obvious I mean you've got five guys
Smashburger Danny Myers has started a
great uh concept you haven't seen yet uh
in New York called Shake Shack uh and uh
they're doing 10 million dollars a year
out of these places with no full service
uh casual dining has gone from six
percent I think to 12 percent of the
restaurants in the last three years or
something like that but you are going to
see more and more of development in what
we call Casual fast uh restaurants and
that and I think have given you the
examples of the one that gets a lot of
attention is uh is uh
oh Steve L's uh operation uh
the grill
huh
Chipotle Chipotle Grill he's just opened
the shop house which I just saw last
week in uh in Washington DC which is a
Asian Bowl concept that he's he's doing
the sandwich sandwiches are going to be
big
you know so many things are happening in
food so I wouldn't necessarily say
California Pizza Kitchen is where you
know exactly but to go into the
restaurant business especially in the
Casual fast Arena if you have a great
idea
but there's going to be so many there is
so much demand for it
uh CPK and branding and was that a
conscious decision and what went into
the premium I'm going to tell you a
story last night we had dinner with Rod
Dyer just by having sex I haven't seen
Rod Dyer uh for uh I don't know 10 years
uh Rod Dyer is the guy who designed the
California Pizza Kitchen logo that logo
was designed before we opened the
restaurant
there is a little CPK in the bottom of
the logo
I always dreamed from before I opened
the first restaurant and it wasn't
because of KFC it was because when I
went to high school I went to Hamilton I
here in Los Angeles and when I went to
high school we used to there was two the
others where Beverly Wilshire is there
was a pharmacy and it also had one out
in Palm Springs called Milton Milton F
Christ was the name of the uh drugstore
and had a fountain and we used to all
meet there after going to movies or
whatever and we always say we'll meet at
mfk's that stuck with me so when I
designed the whole logo and the idea was
that we felt that that branding in
restaurants with logo was so important
so we had Rod Dyer design it and we put
that little CPK in the bottom hoping
that people would pick up on it and they
did uh in fact my partner had dinner
with a a restaurant a golf pro he's on
Calloway's board at one of the
tournaments Australian fast I think his
name is uh or South Africa maybe and he
he asked Rick what he did he told him
well I have this restaurant and it's
called California Pizza Kitchen and he
started he said oh yeah tell me about it
and he started describing he says do you
mean CPK
so you know it worked but the answer I
think the other question was did we plan
the logo out or did we plan before we
opened the restaurant to Brand it and
the answer was yes and it just the fact
that you asked that question just struck
me because who did I end up having
dinner with last night who I'm going
Google back to for my next concept is
Rod Dyer and he he designed all the
logos bagos I know he designed uh
Starbucks but he's designed most of the
logos cheesecake a lot of them
so the answer is oh yeah in our theory
of branding the logo was really
important
well we had an interesting situation we
were co-ceos my partner and I were
partners for 38 years you have been you
just right now are not uh business
partners right now and uh
so it uh it was an interesting
experience because we shared a lot of
but one CEO has to do we were able to do
it too and it made a life a lot easier I
had certain things I love to do I love
to create the food I love to be in the
kitchen uh he was the guy who understood
more contracts love to read not loved to
but did really read the lease I can I'll
be very honest with you I don't think
I've ever read a lease in my life
he has so and he's very good with the
banks and very good financially he was
the guy if we when we were public if you
listen to our calls
it was always Rick would always open up
he says I'm pleased to be here today on
our fourth quarter uh call and with me
is my co-ceo and co-founder Larry flax
and that's you've never heard my voice
for all the years we were public on
those calls I was always there but he
was the one who would deal with the
analysts deal with the finances deal
with that stuff and I would deal with
the I love giving speeches I love going
out rallying the troops and uh becoming
you know the emotional uh leader of CPK
that was the most fun uh for me really
having the people love what they were
doing and uh so we split it up so that
was my experience of being CEO was how
fortunate I was to have this unique
partnership we never had an argument I
mean we disagreed but never got mad
never got mad we never saw the point in
it we just wanted to get it right you
know it's a I suppose you know what a
good marriage should be made of you know
you don't you just want to get things
right you know it isn't like who's right
it's get it right and I think if I give
anybody that's uh CEO the best advice I
can give them is even in their dealings
with their own people is if you have
disagreements with your people just
worry about those disagreements make
sure when you make your decision which
you ultimately have to make that you
really are pretty comfortable you're
right you know it's not fun to hear
later on that you should have listened
back of the room
boy that's interesting because I didn't
you know do a lot of the you know
interviewing uh you know towards like in
the last a lot of years of restaurant
managers and things of that nature I
think you know the first of all you
congratulations you're at USC
uh that's a big deal uh and uh you know
a lot of people say what what did Big
what did USC give to
you to me that's one of the questions
that was suggested and uh uh and I can
tell you I had a chance to say that the
alumni Awards since I said you know what
USC is able to do and I believe you guys
are the beneficiaries of it they give
you the belief that you could have an
original thought you you could be
somebody to think of something before
anybody else
thought of it
and that's what I think the school
brings to the table when you get out of
USC by God you believe in yourself and
uh if I could give you one suggestion is
is when you interview
you go in believing in yourself and and
taking that attitude and being very
proud of where you come from the school
you went to uh the fact that uh that a
lot of weight is given to that already
that no one can make really fast
judgments on anybody's real abilities
but they can on their self-confidence
and that's what I take to the interview
is a complete feeling of self-confidence
and sometimes you can do if you are a
shy person or a person who uh who who
does have a lot of brains but not a lot
of self-confidence there's actually
tutors you can go to you people you can
get help from in terms of how you
present yourself by God look at the uh
candidates now running for president of
the United States who hire people to
help them be able to debate to be able
to talk
I mean you know what what more can you
say that use those resources I remember
when when I uh first started to get some
notoriety with CPK I actually took
speaking a radio class from Don Burns
everybody ever heard Don burns the wave
great voice anyway I took a class from
him because how to emote
and he and he taught me one simple thing
is try to smile as much as you can FIFA
really sound better when they're smiling
in fact I often call when I call people
on the phone I get their answering
machine and they come out really flat I
can never resist if I know them very
well I'll say
Jim re-record you are not smiling
but but there are you need that era of
self-confidence people really want to
see that because you already got your
credentials coming from uh from USC
I use your restaurants a lot and I I'm
really impressed with the customer
service you feel a personal feeling
there where the waiters and waitresses
have their name tag and they have the
city that they're from and there's a
kind of a really unique connection you
don't see any doing that was that your
idea who thought of that
dude I wish it was my idea so any of the
ideas that we put forth you get credit
for because people think you thought of
them and it was not my idea it was Steve
win's idea uh when we opened the Mirage
hotel with Steve Wood who's one of our
earlier investors uh uh he he did that
and and he did it and I picked up on it
and it what I realized was it gave a
personality to the person and in fact
the short story is I went to my
Indianapolis restaurant uh one time and
there was this young lady from India
from Nepal who was working for us and
her name tag said Indianapolis
I said you're from Nepal she said yes I
said I'm curious what I want you to do
change your name tag and put Nepal
and call me in a month and tell me what
happened to your tip percentages and she
did and they had gone up 10 uh and and
what I really and then I sent out the
message to make sure all my managers let
people put anything they wanted uh they
could have put the moon if they wanted
to and say why do you say the moon
because I want to go to the Moon it
starts conversation it makes somebody
real it was a really good idea and
unfortunately it was Steve wins and I
have to be honest about that thank you
Steve
but it was a good idea and it works
yes
at first it had a like we saw uh you
know we have more than 20 restaurants
and 10 and you know you have to post it
in the I hate it I have to tell you I
hate having to write all this stuff on
menus and I think it it's like when we
we first started the restaurant business
everybody's putting little hearts you
know the the but then it was the
American Heart Association which was
approving certain uh menu items and
certain menu items met their
specifications on others and I wouldn't
do that because I always thought it made
people feel guilty that didn't order the
little hard item and so we never did it
and and I don't like it uh I understand
it
um I understand providing the
information uh the answer and quick
answer is uh it doesn't have that much
impact the truth of the matter is if
people care all that much that's why
some of these health food restaurants
are doing well I would never want to
invest in a health food restaurant
because I don't think it's as
entertaining as investing in a
restaurant that gives more pleasure
because
quick antidote uh working with Michael
Milken and faster cures and we were in
New York and my part of faster cures and
their concerns are about obesity is a
lot of people are and he was concerned
he couldn't understand he said you know
why is obesity
going up
when we know so much about
the problems of obesity and he says for
instance with tobacco the more we got
out about tobacco the less people smoked
but it isn't true about food
and and I I said the simple answer
Michael if you really understand the
restaurant business we are in the
entertainment business I said you we may
call this a recession but people are
just depressed they really are there is
a that's a very depressing Time created
unfortunately by a lot of forces Beyond
any of our control and maybe not even
true that true that they should be so
depressed but they are so what do they
do
they they make love that's for sure and
I think you'll see a lot more babies
more because of this but they also eat
and uh they uh and they eat for pleasure
and and they it makes them feel good
and it isn't that and uh if you go to I
promise you take a trip to uh New York
City and go stand in front of of the
Shake Shack Danny Myers Shake Shack and
watch them line up for the Frozen
Custard the crinkly fries and the
hamburgers out the door every day from
opening till closing you'll realize and
the people just that is what's on their
mind right now
primarily now that doesn't mean that's
that a lot of you don't think that way
but I can tell you a lot more want to be
entertained
it's just a simple truth
so we didn't see much impact what
happened was initially we saw a shift
away from the Thai salad because it was
pretty caloric and then it slowly came
back and then of course we put on our
light Bite menu which for people who
wanted that but it's not a big seller
and on my any New Concept that I would
do I would have healthy choices it
doesn't hurt me to have healthy choices
I'll tell you I'm not going to make a
lot of money on them but we have them
and then there are the concepts out
there the veggie grills of the world and
Concepts like that that are that are
really going after that market but I
don't I think it's a very limited market
one more question
yes sir
when you first started and you have your
partner Rick I mean how did you decide
that would have you done it alone or did
you realize you needed a partner I would
never have done it alone we just had a
very unique partnership it started in
the U.S attorney's office as prosecutors
and then we took it and we became
criminal attorneys we tried cases
together all over the United States
we truly were a terrifically matched
pair in terms of talents and what
talents he didn't have I had and what
talents I uh had he didn't we just
matched
to the point where if I do the next
thing and I do it alone I'm going to
have to worry my head off trying to fill
that partnership because right now you
know right now I'm developing something
on my own because Rick's pretty happy
playing golf uh I go nuts my wife wants
me out of the house
so I've got to figure something out so
so I'm uh and believe me I'm
as Joni knows I have tremendous anxiety
over the fact that I'm going to have to
figure this out but maybe by this time
I'll be able to give some opportunities
to some young people to join me that
will fill my gaps
hi everybody everybody here this is
opposite of a table and we'll start
interviewing thank you very much for
having me I've really had fun

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### [Private video]
URL: https://www.youtube.com/watch?v=hn3tLdAIZv0

Transcrição não disponível

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### The Business of Impact Games: A moderated discussion with gaming executives
URL: https://www.youtube.com/watch?v=EeckAFIcBpo

Transcrição não disponível

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### Social Entrepreneurship: Taking Matters into Your Own Hands in the Age of Austerity
URL: https://www.youtube.com/watch?v=iKmR4jMiDPM

Idioma: en

[Applause]
thank you Nick thank you Janet for that
generous introduction now I'll tell you
who I really am um no it's really it's
great to be among the next generation of
people who are going to improve the
world you know when I look at you I can
just see all this
potential uh and you know let's face it
the world needs a lot of improving
especially now so um what I'll do is
kind of uh tell you some Le about how we
organized thinka the kind of winding
path we took and hopefully we'll have
some time at the end where I can hear
from you guys um so let's jump into it
the first thing we're going to do um you
guys probably don't know anything about
social networking right I mean it's
really cool I mean there's this thing
called the internet you know you can go
on it and everything but seriously I've
kind of mastered or half mastered the
dark arts of social media and uh so what
we're going to do we'll have a little
fun tonight we're posing a question to
all of you how can social
entrepreneurship change the world and
not to distract you while I'm you know
eloquently presenting my stuff here but
by the end we're going to uh look at
your tweets we have some people offsite
in a secret Center in Northern Virginia
going to be processing the results and
choosing the best answer and the winner
gets a copy of my book how about that
you don't even and I need to have a
disclaimer I'm actually not going to
make any royalties on this I don't want
to charge you guys I was a student once
and I know you can put that eight that
14 or $20 to much better use probably
than buying my book uh I think what is a
handle of of what's his name Captain
Morgan spice R well but the book might
last longer and who knows you might find
something interesting there but anyway
so if you have your little tweeting
machines uh you respond use the hash se8
social entrepreneurs
handbook uh and and hash s in or social
Enterprise I
guess all right um so anyway um you know
I guess theoretically what do we need to
start a social Enterprise well an idea
and a plan um and I think that's pretty
St straightforward but uh what I would
like you to sort of think about is you
know this is not an easy field it many
times is not one where you're going to
get wealthy or famous uh but it is a
massively satisfying kind of work you
know to see people in need people who
got a raw deal somehow people who are
you know on the receiving end of
prejudice or Injustice and help them get
out of that situation of desperation and
dependence um and so what I'm going to
argue tonight is that the most important
thing for you at this stage is to figure
out what are you passionate about you
know what injustices in the world or big
problems you know kind of engage you and
you think I want to do something about
that you know I mean could be a problem
like a terrifying problem like global
warming you know which nobody let's face
it nobody's doing anything about
basically or it could be you know people
in your neighborhood who are getting a
raw deal or people in a country that are
living in Virtual slavery and you want
to get them out you want to help them
and so you're yourself okay uh I've
discovered what I care about now what
where do I begin so let me tell you my
story um when I was your age you don't
look at me as I am now you know a wreck
a broken down sex
jarian uh but you know when I was your
age and uh I was finishing up my senior
year at
Brown and uh you know there's a lot
going on in the world and the big thing
going on in the world was the Vietnam
War and the war had reached the state
which John KY described as uh it was at
the point where nobody wanted to die uh
be the last man to die for a mistake
everybody recognized the war was a
disaster U 50,000 people killed money
lost um and so we had this strange
little thing my senior year in the
spring just before before I was going to
graduate there was a lottery but it was
a lottery where if you won you lost and
what they did was they put all our birth
dates in this big ear and they spun it
around and the first hundred birth days
that they picked out we're all going to
be drafted and sent to Vietnam so we
gathered around the television that
night of course and the fraternity
watching you know pouring down the beer
laughing ha Haas one by one you know the
the People Fell or a here and I got a 67
so my life completely changed at that
point I didn't have any Focus didn't
know what I wanted to do with my life
but now I had a situation where I needed
to make some pretty serious
decisions um I had some
options I could uh you know go to Canada
and maybe never see my friends and
family again uh I could go to jail and
some of my classmates did exactly that
um or I could go to Vietnam and Fight
For A Cause I didn't believe in possibly
die or come back Meed so that was a bad
plan so I discovered that there was an
alternative there was this thing called
the peace
core excuse me and you could get uh and
this is where luck comes in and I'm
going to argue that there's a lot of
luck to the path you eventually end up
on um it's not all deliberate and I'm
going to do this then that so in my case
I uh I found out that I could get a
2-year deferment from The Selective
Service uh if I went into the Peace
Court and I thought okay two years
Anything Can Happen the war could end
the draft could end as it turned out the
draft did end and the war did end um so
I went through the process and you know
they found me a suitable candidate and
they said so where would you like to go
and I said you
me and uh they said no come on you know
uh we're going to send you to Guatemala
and we're going to attach you to an
agricultural cooperative and you're
going to be an Agricultural Extension
agent and I said uh you do understand I
was born in New York City right not Iowa
don't worry about it you know you'll
learn so they sent me off to uh work at
this Cooper
and my job was basically you know I I I
I did a little training in Spanish in
Mexico a little training in agriculture
in Costa Rica uh but by the time they
sent me to Guatemala I was more of a
threat to the farmers crops than a
benefit so I I quickly realized I wasn't
going to teach them anything about
agriculture um but I did sort of having
my DNA as probably all of you do uh a
certain methodology for solving problems
I think this is kind of passed down to a
sweet you know say we've got a problem
we organize a committee we elect leaders
we develop a plan we execute it so I
figured I could be useful on the
financial side and so uh I organized
these Farmers into groups I had about
800 of them and they were spread out
over this huge area and you know 30
different little hamlets um and so the
idea was you know we would you know
these people were cruy exploited they
were Mayan Indians they worked on the
farms of the wealthy
landlords uh but part of the deal was
you know the landlords would give them a
little piece of land that they could
farm and grow their food on now the
problem was the land after generations
of being worked was very depleted and so
the crops weren't doing that well and so
we found that if we gave them a $50 loan
and fertilizer that they uh could
realize triple sometimes quadruple
yields just from that input of nutrients
so great sounded wonderful so I
organized all these groups I told them
we're going to make you these loans
you'll repay them over a period of 6
months we'll charge you 1% interest a
month um they said great sign me up um
and then we started to run into problems
that first year we ordered the
fertilizer from Houston or something
like that New
Orleans uh they didn't order it in time
by the time it arrived in Guatemala uh
the Customs people held it hostage for a
while and meanwhile it's starting to
rain and the roads to these people's
hamlets are turning into mud and every
day the farmers I recruited to this
Cooperative are coming to my house
saying where's the fertilizer where you
know come on we got to plant we got to
put the fertilizer on and I said it's
coming it's coming finally I went down
to the co-op office and the uh manager
told me said look rert uh you got to
tell them the truth we can't get it to
them you know I said well what do I do
you know I mean I I have to live there
he said oh well tell them next year we
we'll get it to him on time I said no
that's not happening um so I scour the
town I finally found a truck driver who
was crazy enough to take that fertilizer
over those muddy slippery mountainous
roads and get the uh fertilizer to these
hamlets and I'll never forget when we
were coming over the hill into this one
Al we were sliding in the mud we got
stuck I was covered with mud I I'd had
to pay the driver out of my own pocket
twice the going rate but we start
blasting the horn and and the farmers
come out and the looks of Jubilation on
their faces uh I'll never forget and you
know they had other people who hadn't
joined the co-op and they were all going
wow he actually came through and I and I
realized then how important this little
bit of assistance was to these people it
really was going to mean life and death
to them and their families cuz they were
going to be able to eat better and I uh
I never really recovered from that the
other things I learned in that
experience uh of the 800 Farmers I
didn't really know anything about credit
but you know I had the list of names so
I went around town said uh if you ever
made a loan to this guy and I yeah he's
okay oh no don't don't make a loan to
this guy you know
uh because he won't pay he owes money to
everybody in town so I went down to the
co-op manager and said uh okay they're
all good except this guy and the cop
manager said well actually he was here
ahead of you and he told me you were
going to probably tell me not to lend to
him but he's good you know we'll we'll
uh you know we'll lend to him and so of
course of the 800 people I had only this
one guy defaulted his name was aario ATS
I'm still looking for him on the campus
I think he owes me about a million
dollars um so you know I learned that
the people poor but very honest and you
know kept to their commitments and then
the other thing was the impact you know
seeing how transformative these small
loans were and so I went back to uh you
know after my two years I thought okay
time to go home got to I don't really
know what I'm going to do but I got to
get back into my life whatever it's
going to be uh so you know I left and
the other thing that made a huge
impression on me was uh you know when I
told the people of the co-op look it's
been great see you you know uh they were
just horrified you know they said They
begged me not to go I mean I really felt
wretched you know um and they said cuz
you know if you leave this is all going
to go away I said no no don't worry
about some other Gringo is going to come
and replace me you know he'll be just as
good or whatever but they didn't believe
it you know they had developed a trust
in me and I real it just hit me like a
truck I really had made a difference you
know I had mattered you know for the
first time in my life to a bunch of
people so I never really got over that I
went back to New York I toiled at
different jobs uh it was in the middle
of a pretty serious economic
downturn uh you know there was a it was
actually right after OPEC organized the
car
and quadrupled the price of gas there
were gas lines and there was
unemployment no jobs we thank God we
solved that problem of our dependence on
hydrocarbon
you thank
god um but anyway so I couldn't find a
job I was basically unemployable you
know I I was still kind of a socialist
in my Outlook and you know people would
say well what do you want to do and I'd
say well I don't want to do anything to
support the capitalist system whatever
uh okay well the door is over there
thank you very much um so I was kind of
desperate and I thought well what can I
do okay the only skill I have is I can
speak
Spanish uh and that probably is going to
be useful here somehow in New York so I
called up a tutoring agency and they
said well we've got a situation might
work for you there's the Wilford Beauty
Academy on Broadway 62nd Street
and they have a lot of Latino women who
are studying to be
hairdressers uh but they can't really
pay much tuition but if you can get them
to pass the high school equivalency exam
in Spanish then they will qualify for
student aid and we can charge them a lot
of money for their tuition sounds like
an ethical
operation so uh I worked there uh it was
a lot of fun but it was you know a total
failure I trained I tried to train all
these women but uh you know I guess I
wasn't good enough at it cuz they all
flunked the D the poor proprietor didn't
make any money uh on the side I was I
was also doing sales work for a
vocational
school um but I didn't make a single
sale I actually didn't make one but the
other salesman in the place stole my
client um and I guess what happened uh
to me when I've been sent out to this
upper middle class suburb to try to talk
these young women who are all going to
Harvard or Princeton or whatever into
scrapping that plan and going to
vocational school to be a medical
assistant or medical secretary so they
could marry a rich doct this this was
the owner of my uh of this vocational
school's plan
now that had worked very well in the 50s
when he was a young salesman I tried to
convince him times had changed you know
that wasn't going to be interesting to
these people but he kept sending me out
there and I'd have to do my Spiel in
front of the class and uh you know I
wasn't good at it as I've explained but
in one of those sessions a teacher said
hey we found out you were in the peace
SCP uh in Guatemala why don't you tell
the kids about that and so I started to
explain
you know my experience
about uh you know Guatemala and
everything and it just poured out of me
and uh i s I just realized at that
moment you know I really still care
about this I've got to get back into it
I really don't care about being a
Salesman you know so went back to grad
school University of Wisconsin I got two
master's degrees uh in two years I was
anxious to just get some you know some
kind of credentials and get back to work
uh I went to a lot of
interviews and it was the same thing I
would interview for these jobs bank for
cooperatives in
Minnesota uh the the local government in
Madison Wisconsin I would get to the
last interview you know where they were
going to make me the offer and they
would say so are you excited about
coming to work here and I would
go
I just couldn't I couldn't you know so
okay now I'm in trouble I've finished
grad school I owe a lot of money uh I
have a baby on the way and I have no job
great work good well done R you know so
uh I'm kind of coming out of the Student
Union groggy with a few pints of old
style and uh I see this thing on a
bulletin board it says looking for ex
peace score volunteers speak Spanish
and can write and I thought that's me
they're looking for me so um I sent my
CV such as it was off you know and
didn't think anything would come of it
uh a week later a letter comes back with
a plane ticket to the Dominican Republic
and a check for
$1,500 and a yellow posted thinging
you're hired meet me in the Dominican
Republic okay and uh this was my this
was John hatch who was the co-founder
think he never interviewed me you know
um and so I guess my point there is you
know leave some
room uh in your life for dumb luck or
magic or whatever I I think I I I'm not
particularly spiritual person but I
think if you are on a path and you're
trying to do something good trying to
make a contribution things people will
help you things will help you uh it it
can happen so let's see what happened
next okay now I know there's a lot of uh
arguments uh in the micro Finance field
who invented micro Finance right Mohamed
[Music]
unisar and Peru well this
drawing uh was actually discovered in
the caves of alasco down in the doron of
Southern France
carbon dating tells us it's over 3,000
years old so I think this settles the
dispute um I would also point out that
you know Muhammad junas got the Nobel
Peace Prize for making his first micr
Finance Loans in the late 7s and if
you've been paying attention uh I made
mine in the early 70s so after you know
this talk I want you to go online and go
to the website Justice forer
.org and uh you know help me recover the
prize which is rightfully
mine um this you know this was actually
this is a John hatch drawing which we
used in our first manuals when we were
explaining how to do Village banking
concept was you know beautifully simple
just you know put $50 loans in people's
hands where it changed from the days
when I did this in Guatemala was now we
were lending to
women uh and we were thinking about that
little guy in her arms and the main
reason we lent to the women was they
were more actually they were bigger Risk
Takers than the men you know they would
uh and why were they more uh more
enterprising if you will well because
you know the woman probably her parents
were dirt poor their parents were dirt
poor before them uh and she's determined
that that child is not going to grow up
in poverty that child is going to escape
from poverty and we give her the means
in this case Capital uh to start some
microenterprise raise chickens eggs uh
go in the market and sell onions and
tomatoes now this worked
unbelievably well in the early days
there's a lot of controversy about how
well it's working today we'll talk about
that hopefully but in the early days
Capital was so scarce you know that you
put it into a community where you know
there was a lot of underutilized Labor
it's like basic economics right a little
bit of capital paired with a lot of
underutilized Labor and you get a big
big effect a big payoff so this worked
brilliant um but we had a problem
rolling it out John and I had a small
consulting firm we pretty much just you
know getting by on our fees we're dining
out in you know countries all over the
world having a great time uh we were
putting our part of our profits in to
this wonderful idea we were piloting uh
but we really couldn't do much because
we didn't have much money and we didn't
have you know any human resources other
than just the TR us so John hit on this
idea he said let's teach all let's
figure out you know let's pick like a
dozen NOS that do have money and do have
people that are working where we want to
work uh and let's train them you know
and let them implement it okay so we did
that for a while and it worked really
well uh you know we would go in and hold
a seminar with 20 Nos and say Honduras
and you know we would explain our little
drawing you know from the cave and they
would would go yeah it sounds great but
the people won't pay you back or poor
people can't use they'll consume the
money you know it won't work it won't
work and John would say all right let's
cut it off right there take me to the
poorest community that you know of in
tusi galpa I will hold a seminar with
the people in that Community we'll see
who wants to join a Village Bank we'll
form a village bank I'll write you the
check you have nothing to risk and we'll
be back in four week uh sorry four
months and you tell me if it worked or
it didn't so of course uh it did work we
came back in four months and the people
would say wow this is amazing you know
the people paid us back and we've got 30
other communities lined up for this
thing I mean it was working brilliantly
except for one thing you know we would
do that initial seminar we'd maybe do
some Consulting gigs with one or two of
them and then they'd say okay we got
we'll take it from here and we'd have to
start all over again and uh I I told
John look U this is getting tiring and I
can't really see how this is going to
allow us to build an organization to
deliver this and we had arguments on the
board and everything but ultimately I
convinced the board let's do four pilot
projects uh let's pick four countries in
Latin America and let's plant The
Thinker flag uh and so what we did was
we hired four social entrepreneurs three
women one guy uh we gave them each a
stake of
$10,000 uh we trained them in the
methodology and we paid them the
princely sum of $500 a month salary and
we said go to it and again uh whether it
was Lu we picked the right people or
maybe you know in those early days the
demand was so enormous that it simply
could didn't
fail but those four P projects grew into
pretty big programs eventually they had
thousands of clients millions of dollars
in the portfolio all off that little
$10,000 uh thing of seed Capital so now
we're really moving so um to fast
forward sort of we filled out Latin
America we entered some more
countries uh we went to Africa
I got a call one day from some group out
in Minneapolis they said hey we have a
we're just a community group we're just
business people and a friend of ours uh
from
Uganda uh said he came across FAA and he
thinks it's would be just perfect for
Africa you know and his little village
you know what would it take to get you
to go there and you know normally I
would have said oh just pay half my
airfare and we're there but by now these
Latin American programs were growing and
starting to demand more and more from us
in the fundraising area so I thought
well I'm not sure if we want to go to
Africa so I'll name an absurd price tag
and she'll leave me alone so I said Well
we'd go for
$100,000 and she didn't hear anything on
the other end of the phone for a while
but then said oh so I didn't think I'd
ever hear from her again but a we uh
sorry a month later she called me up and
said okay rert we have the money when
can you go to Uganda so all right so I
get on a plane I go to
Uganda uh and I figure well God we
haven't worked in Africa before so let
me do a little you know at least kind of
a pretend feasibility study so I went
around and I talked to the
bankers in kalala and they all said
unequivocally this will never work in
Africa okay I know it works in Latin
America and Asia it never will work in
Africa the people won't pay you back uh
and they won't even be interested in
your small loans so I was really
concerned I thought well so I called up
my help line Muhammad Unice was on our
board at the time I said Muhammad what
do I do people are telling me that you
know we've got to change the methodology
it's not going to work like in Latin
America America and he gave me brilliant
advice I thought and I'll pass it on to
you uh because I think we all have that
moment of insecurity you know you know
what am I doing and he said don't change
it at all he said implement it exactly
like in Latin America and if it doesn't
work then change it and so that's what
we did we did it we replicated Latin
America down to the Last Detail and
worked
brilliantly um in this one V we went to
kantu when I first went there you know
the women were you know they'd been
gathered there by uh this guy from
Minnesota who had moved to the states he
came back he was persuading this is
really a great thing they're all very
scared you know uh one woman asked me
how much are you going to lend us and I
said well we'll start with 50,000
Shillings it's about
$50 and she was just she almost faint
said oh my God we could never handle
that much money you know how could we
possibly repay that so I said look it
doesn't have to be that you know take 25
take 10 doesn't doesn't matter it's up
to you so when we came back four months
later to see how they were doing I mean
the again the the town was transformed
all the women were smiling they all had
businesses they were all making money um
and this one woman who had been afraid
to borrow
50,000 said I just have one complaint
said you know 50,000 is not enough I
need
100,000 and another uh another woman
said I I was asking them so how has your
life changed since you joined think this
one woman said well the skin on my knees
is smooth now and I thought that that's
a non Secor if I ever heard one uh so
what what does that mean she said well
before FAA came when I needed money to
buy salt or pay school fees for my kids
I had to crawl across the dirt floor of
my house and beged my husband but now
that I have my own income I can pay for
these things myself and my husband
crawls across the floor begging me for
money so anyway that uh our start in
Africa from there again Providence
whatever uh we met a woman named Rosa
otuna from Kyan back in
1995 she was the Ambassador from Kyan to
the US the Soviet Union was breaking
apart everybody was wondering what's you
know what's going to happen can we you
know is this the beginning of a
millennium of Peace can you know is this
going to be great and everybody was
saying all right how can we help these
countri trees you know that used to
belong to the evil
empire uh develop along lines of a
market economy and uh and
Rosa uh was you know very enlightened
and she'd heard about micr Finance from
somewhere so she went to Aid and said I
want micro Finance in my country and the
USA guys said no no we don't now you
want
macro uh credit you know you want big
loans that of thing and uh but she
insisted and so we came at her behest or
her
request and you know I remember when we
first went to Kyan you know driving
along those deserted steps you know and
the Soviet economy had collapsed and
just saw burnt out idle factories and
everything I what are we going to do
here you know I mean I don't see anybody
who would take a loan but uh once we
started lending we we setup shop it
started to really uh grow and today one
and every 10 people in
Kyan uh is in a family that uh gets a
microloan not just a microl loone but
from think you have over 100,000 clients
there so uh on to on to um on to
Afghanistan and the Middle
East um I wanted to a bit about
Innovation and actually I'm going to
race through this because I want you
guys to have some time to talk um one of
the things we learned or one of the
mistakes we made we had some pretty
serious frauds in the mid90s which
coincided with me taking the Helm of
thinka sadly um and we probably over
invested in internal controls and
internal audit and while we were
obsessed with venting more frauds the
competition began to improve on our
model and began to overtake us uh at
least in Latin
America um fortunately we came to our
senses we began to innovate again we
began to upgrade our human resources
diversify our product
lines and so uh today we're we're
actually uh at n we're actually probably
number number one again in a lot of the
markets where we're working very quickly
on the financial model we started out
with donations I as I
explained uh then we began to leverage
donations with loans commercial loans
and now we're at kind of the end game or
the final stage where we've actually
created an equity company a holding
company we've put in our Affiliates or
subsidiaries as our contribution and
we've raised about $75 million from five
social investors very important social
investors For Whom the social impact is
equally or more important than the
financial return um so let me uh let me
stop there uh because I need to hear
from you guys because I understand we're
getting moved
out so raise those hands
um thank you for coming tonight first of
all um I actually had a question
regarding um and this um is very in line
with what I just discussed in my one of
my IR classes we actually had the
gramming bank from oury studies in
Bangladesh so I know you talked about um
that one man who was not loanable you
know be default and stuff but another
issue that we discussed in my class was
for the loans you do give out how do you
follow up and how do you ensure they're
being used for the purposes intended I
know in in one ccum you talk about an
individual taking out a loan instead of
using it for agricultural purposes or
entrepreneurship if like for a family
wedding or something and there are some
things that how do you ensure that the
funds are beinged appropriately uh the
short answer is we we actually don't and
and when I tell you that our our uh
default rate is under 1% on a portfolio
which is now a half a billion dollars
you say how could we do that well what
we do do is we only lend to people who
have a micro interise but you know and
we used I used this example earlier um
if somebody comes to you and says and
they've been a good client you've helped
them build their business and they say I
really want to buy a color TV you know
and I need
$500 uh if you tell them sorry we don't
Finance consumption they'll go back and
they'll come back a week later I need
$500 for my business
so we don't want to force them to lie to
us as long as you know we still do the
analysis can do they have the capacity
to repay us uh we do a lot of due
diligence on the front end you know
making sure they have a business you
know if particularly if they want a
larger loan figuring out the cash flow
and all that
stuff um so micro Finance is becoming a
very large sector and I was wondering if
you can comment how you feel about the
possible risk of think getting toic or
also the entry and growth of a lot of um
micro Finance institutions that don't
necessarily have a social
Mission yeah well uh two a couple of
things one thing that we're doing in FAA
we've established a
social uh performance audit committee
which has equal standing with our
financial audit committee and basically
their job is to hold management to the
mission and in every board meeting say
all where's the evidence of the impact
how many people are we helping you know
to get out of poverty uh how poor are
the people that are coming into thinka
um the other thing we're doing is in our
holding company unlike a lot of uh of
commercial
models the board neither the board
members nor the employees are getting
shares in the holding company nonprofit
is the majority open it has 65% and the
other investors are are institutional
social investors like the German
Development Bank and the Dutch
Development Bank and the World Bank um
so we've we've uh aligned the interests
of our employees and our board members
with Building Wealth among the clients
not personally enriching
ourselves uh at the at the level of of
the industry we've created a group which
we call a micro Finance CEO working
group The
mcwg with props to uh my dog in Long
Beach in
the but
uh um and and what we're doing is at the
MAC at the industry level we're saying
all right we need to distinguish between
who's
aocial uh a socially motivated micro
Finance organization whose goal is to
build wealth at the bottom of the
pyramid and someone who's just in it to
make money we're not casting rocks at
them well some of them you know some of
the really predatory commercial lenders
that are you know really overing people
uh but uh you know we just want to make
sure that we are not over inding people
we are adhering to client protection
principles we're transparent about our
ing so this is a group of 10 basically
pretty large micro Finance networks that
are working let's try this side
any

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### Sidney Harman
URL: https://www.youtube.com/watch?v=SBS30VLxnWA

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### USC Marshall Career Advantage Program
URL: https://www.youtube.com/watch?v=XbqOSuoI494

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### Reunion 2010: Warren Bennis and Tony Hsieh, "Leadership For the 21st Century".
URL: https://www.youtube.com/watch?v=ZRhZLR3aw0Q

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### Marshall Society & Business Lab - March 2010
URL: https://www.youtube.com/watch?v=mgPD1X6fkQc

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### Chris Lischewski - CAP Speaker Event Spring '10
URL: https://www.youtube.com/watch?v=oh5cJjLP_jM

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### Career Advantage Program - Fall 2009 Speaker Event
URL: https://www.youtube.com/watch?v=A_fTimgl0V4

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### USC Marshall Doctorate in Business Recruiting Forum 1
URL: https://www.youtube.com/watch?v=Qn4imbCa0aE

Transcrição não disponível

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### USC Marshall Doctorate in Business Recruiting Forum 2
URL: https://www.youtube.com/watch?v=W4U0n5n5550

Transcrição não disponível

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### Due Diligence Webinar
URL: https://www.youtube.com/watch?v=hOdT_u3nExc

Transcrição não disponível

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### Career Advantage Program: Michael Delman
URL: https://www.youtube.com/watch?v=XDmwAcxK-6c

Transcrição não disponível

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### Alexandra Michel - Bullish on Uncertainty
URL: https://www.youtube.com/watch?v=pBCQQ9K9V3M

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### The Real Estate and Credit Meltdown: How Did We Get Here and Where Do We Go?
URL: https://www.youtube.com/watch?v=Rra8m2FSito

Transcrição não disponível

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### Gerard Tellis - Innovation
URL: https://www.youtube.com/watch?v=xRwy6n-XcmA

Transcrição não disponível

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### Bill George Speech (Part 3)
URL: https://www.youtube.com/watch?v=UG-x59sdl_I

Transcrição não disponível

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### Bill George Speech (Part 2)
URL: https://www.youtube.com/watch?v=aXM0PF2SLbs

Transcrição não disponível

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### Bill George Speech (Part 1)
URL: https://www.youtube.com/watch?v=5bFunR6JfWI

Transcrição não disponível

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### Green Revolution: Duane Woods speaks to USC Marshall
URL: https://www.youtube.com/watch?v=KPHmod8G26c

Transcrição não disponível

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### Green Revolution: Ralph Appy speaks to USC Marshall
URL: https://www.youtube.com/watch?v=jLQhpvQClVw

Idioma: en

we're going to hear from the Port of Los
Angeles a public agency that the mayor
of los angeles gets to oversee and so
there's politics involved but let me
tell you a little bit about the Port of
Los Angeles to give you kind of
background last year it celebrated its
100th birthday it's been used for
everything from international trade it's
obviously the main obviously a guy keep
saying that word obviously main port to
Asia and it's been used by military and
many through as a military base through
many wars its annual revenue at the port
is 370 million dollars so I'll think
about all of the boats the cargo the
trains the trucks that come through the
Port of Los Angeles it is the number one
port in all of the United States so that
is right here in our own backyard not
counting any of the dock workers but
their company has 720 executives and as
I said it is run I did not say but it
answers to an LA Board of Harbor
Commission's which was started by the
way in 1908 now let me tell you a little
bit about dr. Ralph epi he has 20 years
he's been working at the Port of Los
Angeles for 20 years by the way I saw
your new website fantastic just
yesterday he is the director of
environmental management but again I
refer to him as the top chief green
officer at the Port of Los Angeles he
needs to balance growth and ecological
sustainability his team of 35 people
have a 75 million dollar operating
budget they conduct enormous and
significant environmental studies on air
quality traffic and noise he has a PhD
in zoology master's in marine biology
and I did find out that his mother had
once upon a time gone to USC he told me
that he is a lifelong scientist
enthusiast and so please welcome to the
podium dr. Ralph epi
I'll go up here as well I think I'm
probably of the panelists the the tree
hugger of the group if you would started
my did a lot of my work actually in New
Brunswick in Canada and worked on a
topic that's really the antithesis of
sustainability and has to do with
fisheries research I was doing stock
assessments for atlantic cod and by the
way the world the details the choices
you make did you pick chicken or fish
today and which one of those is most
sustainable depends on the fish which
fish is it you know so there's all these
decisions that come the devils and the
details on all sustainability things and
so my job right now is very very a
wonderful job i get to deal in all kinds
of things i'm going to talk a little bit
about today a lot of what you're hearing
today is about climate change that's not
our key issued to be at to be honest
with you it's a significant issue that
we're dealing with but as I'll show you
later it's not our only one and so if I
have the next slide please what I'm
gonna do is give you a little background
on Port of Los Angeles a lot of people
don't even know it exists it does and
it's important to all of you because
forty percent of all imported goods come
through the Port of Los Angeles and Long
Beach together that's for the entire
nation half of our cargo comes here goes
off to Kansas City Chicago points to the
east and so this is the an aerial view
of it and you can see some things I want
to point out really importantly to the
right is a part of long beach we're
sister ports part of la's number one
follow Charlotte I poured a long beach
we brag back and forth about who's
number one and when we talked about
number one we're talking about container
volumes those big boxes you see going
down the freeway to get on the 710 get
stuck behind them are in between them
that's coming from us and so we're the
number one in two ports in the u.s.
we're about number five in the world and
so we're very very fortunate we didn't
necessarily have a great plan that we
were going to be the biggest ports in
the world but he just happened to be
that location location location helped
and then we also develop some really
great
cargo terminals here at the port and one
thing I want to point out here is you
notice there's two sites it says
Wilmington in San Pedro those are
communities right next to the port and
historically the port was a number one
in the world cannery fishing canneries
and so that went out of business and so
it's now been replaced by all kinds of
different ventures we handle marine
liquid bulk all kinds of things but the
community is right next to us you can
spit across the street and you'll get
communities low-income communities
especially in Wilmington so these things
frame how the court does operations next
light so this is our bragging rights
don't have to commit all of it to memory
if you want a PDF I'm sure there'll be
one available but one thing I want to
say that makes us a little different and
some of the other speakers is that we're
at Island we run on a tidelands trust
grant the lands of the port we're given
to the city of Los Angeles to entrust
for us to operate as industrial maritime
commercial facility and so all the
monies we get we're landlord we're like
Richard Ellis we're a landlord we ran
out our terminals to a lot mostly
international firms and they pay us
dearly for that use of that that land
and then we take that money and we're
supposed to put it back into what's
called the harbor Revenue Fund which is
specifically only for the redevelopment
of the port as a as an industrial
facility that money can't not supposed
to be siphoned off for other sorts of
things and you can see some of the stats
here 1907 s when we first initiated but
some of the really important things I
want to draw your attention to that
relate to our place in the United States
if you look down at the bottom there it
talks about some jobs 1.1 million jobs
in California 3.3 in the US if you go up
the tax revenues are really important
when we go up recently went back to
Congress to try to get money we actually
have a map for them that shows all the
different congressional districts across
the u.s. how important to Port of Los
Angeles actually is to their districts
and so down at the very bottom you'll
see trading partners China is our number
one trading partner by a narrow margin
now but you know that's going off the
off the scale here shortly
in fact this bottom graph of the bottom
here shows and those numbers mean teus
and for educational purposes teu stands
for 20 equivalent unit so if you see the
box going down the freeway the little
box is 20 feet long the big box is 40
feet long and so bye-bye history and
convention we measure our cargo and
20-foot equivalent units so one of the
big boxes is to TEUs so that's a lot of
boxes coming to the port and it's going
to double or triple by the year twenty
twenty right now we're flat and
everybody says oh it won't happen but
we've redone the analysis the cargo
projections and there's lots of card
we're going to be coming through not
only a port of La but this is all the
west coast Panama Canal the East Coast
as well next slide so what does this
mean in terms of there's a for every
action there's a reaction these are some
of the big issues that being the center
of this goods movement chain we
virtually have every type of mobile
equipment coming in there we got ships
trucks trains yard equipment all of it
diesel and so big problems in the late
90s diesel emissions were identified to
air toxic so our number one issue
important issue at the port is the
effects of air pollution on human health
right now there's terrible problems
associated with major corridors in LA
and all major cities dealing with diesel
emissions next to those corridors right
where we put our schools right where the
playgrounds are and around port areas
that's our number one issue we have a
little diagram up there was one put out
with the Air Quality Management District
shows increased cancer risk if you live
in this area of up through twelve
hundred thousand twelve thousand and a
million increased cancer risk long-term
residential cancer risks from from
living this area to kind of pig that
though just let you know living in LA
your increased cancer risk a long term
is about 300,000 and a million so this
is a very lots that's from all sources
from everything eat you breathe your
lifestyle sorts of things so but that's
a big issue to us we also interested in
climate change and you can see the whole
litany of things associated with Goods
movement chain truck water quality
habitat management when we build those
big landfills
we got to replace that habitat we also
have major social issues recently
private reading in the LA Times about
the courts clean truck program inside
the gate to longshoremen make 80,000
plus a year outside the gate the guys
driving the trucks make maybe 30,000 if
they're lucky got to pay for their own
trucks which are breaking down they use
the oldest dirtiest trucks the big long
haul trucks ago nationwide when they
start breaking down they use them here
in LA for the short haul to take the
boxes from down to the rail yard so
major social issues economic disparity
right around the edge of the poor in
other areas just a whole pot pourri of
things that affect us you can see the
bottom right slide there there is
actually a picture of a community with
the trucks parked in the neighborhood
empty container storage on the back and
that interestingly enough those extra
containers are dealing with our import
export balance we end up with more
containers empty containers left here
what do you do with them you put them in
somebody's backyard next fight so for a
long time we there has been if you would
a sustainability ethic and and that's
what we should probably be talking about
you can dress it up all you want but if
you're not melt you're not married to it
you're not doing it it's not important
the sustainability program provides a
framework that you can build around so
we're actually been doing sustainability
for a while but we're building a
framework if you would and this comes
from our mayor mayor Los Angeles came in
and said we're going to have be
sustainable we're going to be a green
city and so we're part of that city
where department of the city of Los
Angeles and what we recognized and by
the way these in the strategic plan my
division these are the box on the right
and the upper box are my
responsibilities and so the mayor and
our who puts our Board of Commissioners
into place has said that we're not going
to grow unless we can grow green and so
that's our big big push these days and
we believe without making our terminals
green without removing our reducing our
carbon footprint without reducing health
effects of those terminals we will not
be able to grow and so it just will be
unsustainable to continue in the way
we're going next slide
so this is kind of a overview of our
sustainability program and this was
actually put together by somebody here
in the audience I'd like to introduce in
a second and this shows you the three
different pillars of sustainability and
actually we have an fortunate in my
office I have a young person named Jan
Jan wanna stand up Jan green rebstock
she's actually a doctoral program here
at at USC and so she's kind of
dovetailing her work at the port and
with what's going on here and so we're
in the throes of really trying to
capitalize on it we got lots of programs
all of our buildings are going to be
LEED certified not only ours but we do
all the infrastructure construction at
the port so all the terminals when we
rebuild they're all going to be have
green quality to them and so I'm going
to just talk about several of these but
just let you know that's a really broad
programs that we have that I'm just
going to mention be mentioning a few of
them but you can see the general and
these apply not only internally but also
because we lease out our terminals we're
going to be quiring through least
requirements certain things to happen to
the terminals as well so that is a very
powerful tool for us is because we have
these long term 30 year leases with
major firms international firms next
slide just to talk about some of our
programs hit hit a highlight of few of
them our clean air action plan a very
unusual program we actually went
together with the port of long beach
because all a cargo comes in there what
we didn't want to do is create a problem
where one poor is competing against the
one next door and so we have customers
picking which port they're going to go
to where they won't have to maybe do
certain environmental things for
instance lose use those so far fuel in
their ships so we actually banded
together the Port of Long Beach that's a
joint plan it's a five-year action plan
it's got it's going to really change the
way things are happening to the poor and
you notice up there to the main pressure
on this is not you don't see greenhouse
gases listed up there you see diesel
particulate matter nitrogen oxide sulfur
oxides these are the major emissions
coming out of these mobile sources the
port of LA and Long Beach account for
fifty percent overall the sulfur
emissions
in the entire Los Angeles basin and it
has to do the fact that these big ships
use what's called heavy fuel oil it's a
residual left over after refining it's
what's left in the bottom of the bucket
if you would and it's very inexpensive
and they can getting more expensive but
they can get it at a fuel low price and
to put that perspective there Maersk one
of the companies has had new ship out
and that ships burns 13 tons per day of
that fuel okay to kind of give you an
idea of the quantum amount of emissions
coming out of Port related Goods
movement programs but these are some
kind of elements of it upgrading all
that all those old trucks coming to and
from the port through each trucks owned
by owner operator independent we're
changing that we're going to make it a
concession and the port of LA is also
going to require them to be employed so
we're trying to get those old trucks
into a company where they'll be
maintained very controversial it's
really actually split the two ports
apart a little bit and so that's a very
controversial element of that program
but we're putting lots of money into the
clean truck program there's a big strong
LNG component of that program where the
lot of those trucks are going to start
being using LNG instead of diesel
equipment there's seven eight hundred
pieces of equipment at the ports that
are that pull those containers around
locomotives and you see down far end the
ships or the varied about fifty percent
of the missions from the port are from
ships and we have a program where we're
plugging in those ships to electric
power and requiring different types of
fuels and other technologies I also want
to point out and talk more about as that
bottom bullet down there there is the
technology advancement program we're
trying to infuse into an industry that
hasn't changed historically that diesel
engines a wonderful engine to run on
virtually anything you can fix it with
baling wire whatever and so we're
there's not a lot of tools in the
toolbox for reducing those emissions so
we're trying to through an infusion of
some technology money if you would
trying to change that next light
so here's not we have a technology
advancement program we actually receive
applications from entrepreneurs and
other people that want to try new
technologies and we come in we have a
team that evaluates them and to give you
an idea some of the ones on the
demonstration side of it we're doing
things like hybrid tugs tugs that push
the ships around we had Foss one of the
tug companies come in and they we put
some money with them they're actually
going to make a hybrid tug and so the
tug sits around idling a lot it can not
have to do that it can run on electric
electricity a lot of the time we're
working with some of our customers to do
things on the big ship engines and those
ship engines are just amazing a ship
engine and one of those ships is
probably as as long as this building is
why to give you an idea three or four of
us could stand in one of the cylinders
in it they're huge things those things
last forever so we're looking at new
technologies new ways to reduce the
emissions from those ship engines so you
can see fuels hybrids are important
lectris electric we actually down here
in the lower corner we are now about to
roll out the first electric truck to
serve any port we're going to be using
it in our terminals and to hopefully in
a long term moved containers from the
from the port to the rail yards don't
forget those rail yards then about half
the cargo goes to rail yards either at
the port we have rail yards in the port
or it goes downtown and so we're trying
to make that azz cleanest as possible as
trucks going from the port into the
community or to downtown also have a
mission so anyway we can do submissions
from the trucks at the part we do it in
the community as well we're even looking
beyond the immediate number of types of
equipment that we have we're actually
looking at some kind of things out into
the future but hopefully not too far
where we've been we're being looking at
different types of things mech maglev
for instance is being proposed hopefully
here in the next five years or so
somebody wants to do a maglev program
linear induction is something else that
might be very practical because it might
be able to convert our existing rail
lines to
two more of a linear induction kind of
program without care having a whole new
set of infrastructure requirements and
then there's a whole bunch of kind of
surreal ones and people come out of the
woodwork when you start looking at these
new technologies and so I think there's
a lot of hope here but the big problem
our port has right now is we can handle
a lot of capacity but the the space
between the port and getting to chicago
and getting out of the basin is a big
problem and so we really believe that we
have to look at a futuristic if you
would kind of a big transport system and
it's very difficult for a port which
only has a small boundary if you would
to try to influence everything else and
so we have our hands full but but we're
getting a lot of interest in these
different technologies next slide
something we are doing is in regards to
greenhouse gases as we're embarking
right now on a 10 megawatt solar project
at the port it doesn't resolve our
issues but it's a start and we're going
to have one megawatt of that installed
by the end of this year virtually every
foot of building is going to have a full
to locate panels on it on our buildings
our customers buildings and so we're
looking really forward to this but to
put it in perspective this 10 megawatts
we're looking at building a new
container or a new a cruise ship
terminal and these cruise ships come in
and maybe many of you have left on them
to go to mexican riviera out of LA but
one of those containerships comes in and
when we plug it in to shore side power
it may pull 10 megawatts of power okay
so these are small cities and so we've
got a long way to go but every little
bit helps next slide our because we're
in the goods movement business is that
our our problems don't really just exist
here at the port all those ships you see
or internationally flagged there
virtually no us-flagged container ships
left there's perhaps the one company
called Matson which calls with the Port
of Long Beach implies to the largely to
Hawaii and up and down the coast and so
we have no real control
those international flag vessels are
controlled by international organization
and so we have now a very large outreach
program we're actually going out and
meeting with custom different courts
around the world we've met with also the
fuel providers it man B&W the big engine
producers to see what they're doing and
we've also even implemented a
collaborative Pacific Rim collaborative
and we've we've dovetailed with the port
of Shanghai and they're very interested
in these these issues and so we're also
trying to learn from one another we do
staff exchanges we had our first meeting
in LA and 06 in November we're having
another one and kind of the emphasis
there is to try to find things that we
can agree on that we can put in
influence the International Maritime
Organization to try to influence these
changes and there's huge international
things going on now regarding to
greenhouse gases and also regarding to
the types of fuels these ships use and
everything is is complicated you'd think
well let's use the very low sulfur fuels
well to get those little tougher fuels
they have to go through extra refining
and so then you look at well what's the
trade-off between the burning those
fuels are actually at the power plant
where the extra refining codes you
actually end up with less greenhouse gas
emissions from one or the other and so
everything has you know a complication
associated with it next line what's
interesting is that is that there is a
real business incentive here it's
interesting that what we were the first
port in the world to actually plug in a
container ship into electricity and
people always ask the question well
aren't you just moving those missions
someplace else the answer is yes and no
certainly there are power plant
emissions but they are sore dwarfed
relative to those ship emissions you
just can't believe it one of these ships
docked at the port a day will emit a ton
of NOx emissions nitrogen oxides and so
when you shift that emission burden to a
power plant it's minuscule compared to
what's happening at the port and so we
now have two terminals that are the
chips come in they turn off their main
engines don't run they turn off their
auxiliaries they plug in electricity
and we actually got the clean air
excellent award from EPA for that what
was interesting is certainly after that
happened it was happened at the Chinese
shipping terminal in Los Angeles and you
can see they came out with their big
brochure and so there's obviously a
driving force out there it's the power
if you would of the consumer it's the
power of the walmarts and the nikes to
say we want you to reduce your carbon
footprint we want we want you to deliver
to us something green and so it looks
like our customers our shipping calling
customers are actually in a market where
they have to compete to be green in
order to get the business of those bigs
box companies if you would and so we're
seeing a lot of that now one of our
customers voluntarily slip ship it
changed all their fuel to low sulphur
emissions and they use that then at the
table to say we're shipping green the
whole goods movement system is a area
ripe for sustainability practices ways
of doing things electronically rather
than by I'll give you an example
sometimes trucks take a container out to
the inland somewhere they drop it off
they come back empty pick up a truck
another container at the port wouldn't
be great if they went out to the Inland
Empire okay dropped off a container
picked up another one and brought it
back to the port okay now remember these
are independent owner operators so how
do you do that electronically how do you
make it so that they can pick they can
minimize cut in half if you would the
amount of trips probably and so those
are some of the challenges and there's
people out there working on those things
next slide so final thoughts if you
would I think sustainability it's nice
to talk about it's even more important
to do and I believe that it really
starts with everybody it has 2 i'm
really impressed by the way with the
speaker's here today the be honesty i
think is really important and we've been
doing sustainability for a long time we
have a little bird colville Eastern it's
kind of like the canary in the in the
coal miner if you would we we found this
endangered species at the port we've
been looking out after it ever since we
have 15 acres plucked right in the
middle of the biggest and one of the
biggest and
estriol complexes they're doing great we
takin care of them we're monitoring them
and so you really can make a difference
and but it starts with real finite
actions and not just necessarily talking
about sustainability and this is a
business school and I'm not a business
person however I have to tell you that
the the comparison that was shown by
Chuck at the beginning of this I don't
see those incompatible at all the key to
any sustainable program to Environmental
Protection has to do with economic
prosperity we can sit here and talk all
we want about it but if we're not
prosperous a lot of the things that
we're doing business does not work we
cannot be doing these things and we
cannot be talking about them and so I
don't see any conflict at all between
the environment sustainability and
economic prosperity in fact they're
totally relying on one another so with
that I thank you very much thank you
will I have a question and I'll let
Ralph come back up to the stage
so Ralph all of these cargo boats come
from every international country around
the world how do you tell someone how to
run their business that you really can't
tell you know it's you know they're from
China and Japan I mean how do you force
them to do what you want them to do
because you were so honest admitting all
of the pain and the pollution that the
port does I mean I commend you for you
know stating all of that but you know it
is your tenants but again even to sallys
I'm not saying it's any easier or harder
that they were here on the States but
you're getting all of these different
hundreds and thousands of different
countries and languages how do you and
all the other ports fix this problem and
I also wanted to go and I'll say what
goes on here in Los Angeles in
California is then transformed
throughout the world so again this whole
green thing in California I mean it's
starting right here and the ripple
effect around the world so anyway yeah
we are called the left coast by the way
by the other ports in the US and and to
be honest with you they tend to downplay
I've got a friend that Joe Monaco works
for the Port of New York New Jersey
which is like the third fourth pour it
down the list on on who's the biggest
and best and every time something
happens out here he called me I'm says
Ralph you're killing me so the issues in
some cases are different sometimes they
just haven't realized them yet but the
majority of our ships come from Asia
they may be they may be merops but
they're applying between Asia and LA and
the reason is it's a short distance some
of them will be going through Panama a
big issue there is a environmental group
call in our DC out that watches
everything we do that comes every one of
our board meetings and and has a lot of
very well-paid and an efficient and good
lawyers and so the big issue we have is
how in fact you control international
shipping at the ports and they believe
and I think we do as well is that we do
that through our call a local proprietor
rule and that we can do that because
they have to come and sign a lease with
us for starters so that's a 30 30 years
a voluntary lease and so the good news
about it is is that they can come in and
we can tell them what are
environmental requirements are and they
can amortize those costs over a 30-year
lease and so they can actually see have
a business plan in place that's a good
thing

---

### Green Revolution: Sally Wilson speaks to USC Marshall
URL: https://www.youtube.com/watch?v=NUs0cXdZHuk

Transcrição não disponível

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### Green Revolution: Ann Hand speaks to USC Marshall
URL: https://www.youtube.com/watch?v=FSN8HMAjjUg

Idioma: en

so the first person that I'm going to
introduce uh is my friend an Han uh who
is the senior vice president of Global
Marketing and Innovation at BP BP you
might know uh is pretty big in Europe uh
was once known as British Petroleum uh
they're now trying to kind of float out
there that it's now Beyond non petroleum
uh I don't know if that's formal uh but
they it seems to be in a lot of the the
media um an oversees $300 million in
marketing initiatives she has 3,000 exe
Marketing Executives working underneath
her in 15 different countries for those
of you who don't know BP also uh owns
Arco and Arco Am Pm so it falls a lot
under uh ANS pervy uh she's going to
talk a little bit about the talk a lot
about The Helio house here in South Los
Angeles and got her MBA from
Northwestern Kellogg School what we like
to say is the USC of the Midwest um and
an grew up in Indiana so this is when I
met an this was hilarious to me so I
asked an a little bit about her
background and she grew up in the
Midwest and her first job I kid you not
Arthur Anderson Came Calling and a gas
station came calling and she picked the
gas station and I don't mean she worked
at like a a mobile executive offic she
was managing gas stations uh and she
went from one to five to 10 um and
however many years later she is now one
of the top female ranking Executives in
the energy industry so please give a
warm welcome to an
Han okay I'm I'm probably going to get
in trouble for this but I'm moving with
my slides sorry um because I do want
your attention up here if you don't mind
um I do have to um correct Chuck a bit
oh go ahead um I was a I was an econ
mayor going to a liberal arts school I
did think that banking or Consulting
were the best jobs to get um Mobile Oil
offered me a marketing rep job now we
didn't have mobile gas stations in
Indiana so actually I just figured that
was like advertising I had no clue um so
I got my brand new Honda Accord with the
$368 a month car payment jumped in drove
to Northern Virginia and on the first
day of training in this very beautiful
office with like 15 of us that we all
thought we were big hot shots they did
point to the gas station convenience
store out front and they said you're
going to work there for the next six
months and if you're lucky we'll give
you a couple of them to run all on your
own and honestly all our faces went
white so I can't say that I was so brave
and and waned to run gas stations I did
I'll
confess go to a pay phone and call my
parents I'll also confess there were
probably a few tears on the phone
but you know uh maybe it's my Midwestern
Roots but I had made my bed and I needed
to figure it out so my first assignment
was uh running eight inner city sites in
Philadelphia which was probably a way to
try to get rid of a girl from Indiana
but it didn't work so anyway I've got um
a lot of slides to cover in a short
amount of time so I'm going to kind of
fly through them a bit but two things
you'll you'll figure out is that I love
the BP brand a lot and I believe in it
and I actually think the brand is me I
identify with it so you know the stuff
I'm talking about isn't because it's the
hot thing to talk talk about these days
it's the things that I think are core to
what the Brand's about and you'll also
ReDiscover again that I still think
about gas stations a lot nearly 20 years
later so with that the first slide
please um so BP about in the year
200000 uh merged with Amo oil and at the
time it was British Petroleum it had a
very old badge the BP badge um very near
and dear to the hearts of people who
worked for BP for a long time but we had
quite a Visionary CEO at the time and I
think that he knew that the ultimate Act
of inclusion would be to get rid of all
the old logos and to say in this merger
it's now about a new company a new
future a global company so the move to
what we call the Helios which is the the
sunflower um that you see on the right
was actually a huge huge move I mean
that was the day that I went from
feeling like I had been acquired to
actually feeling like this was the new
beginning of the company that I was a
part of forming we had quite a Visionary
CEO two years earlier he had stood up at
Stanford and actually said that climate
change is real you can't ignore the
facts and that no company has a right to
take away from the environment meaning
oil companies extracting natural
resources out of the ground without
trying to give back to it so when we
talk about greenwashing all these terms
that didn't even exist then um this was
a truly Brave move now I got to admit in
98 and in 2000 when he was saying these
things we were all kind of scratching
our heads a bit thinking okay we like
you know we like where you're going but
we don't get it like how do we behave
differently tomorrow and with that we
came up with four new brand values that
we said these are the core values that
the company represents and it was
Innovation Progressive
performance driven and green the first
three we were like right tick tick tick
that's exactly who BP is the fourth one
again was like I like it but I don't get
how to do my job differently
tomorrow now I want to be clear so when
you see beyond petroleum and you see
statements like that that go out in
adverts um it's not a slick marketing
campaign it is a great marketing
campaign separately but that is not the
intention the intention originally was
to say that we're going to stop being
British Petroleum and we're going to
just be BP and if you have to find two
words to go with it we'll take Beyond
petroleum over British
Petroleum next
slide okay so this this stinks because
you're gonna have to advance all the way
through it if you could just fill up the
slide that'd be great how many slides oh
that's good perfect um I'm not going to
go through these in detail BP's had a
lot of proof points since we made that
public commitment saying climate change
is real obviously Lord Brown at time did
not win a lot of points in the oil
industry was saying that but we knew we
had to put our money where our mouth is
and we've made a lot of steps over the
last eight years to actually grow in
that play I think the big act that we
did in 2005 was announcing our
commitment to put 8 billion over the
next 10 years in Alternative Energy I'll
be candid with you today we know that's
not enough in 2005 it felt really bold
we were crazy today it feels like we're
just scratching the surface on it which
is why we're looking inside our own firm
about how we have to accelerate that
investment also at the same time really
looking at how do we use Partnerships
more smartly some recent highlights
we've had in this space that are good
proof points against going Beyond um our
$500 million investment and The
biosciences Institute again to look at
variety of biofuel Solutions not just
the one that Chuck put up which was the
the attack on ethanol and its impacts on
corn and and food development but really
to look at all the different biosciences
that are out there we also built five
new wind farms in the US over the last
year um and have made a commitment to
Triple our solar capacity between 05 and
08 and are on track to do that mostly
with Manufacturing in India and
Spain next
slide but my job was the head of
marketing for BP and you know it's
pretty hard to ignore the fact that we
can sit and be lofty and talk about how
great our brand is but we still have
25,000 retail sites around the world
that Service 13 million customers a day
that's all of you in the room it's the
one thing that we all have in common
with BP or some of our sub Brands is
we've all been to a gas station probably
in the last two weeks and you know this
is the consumer face of the company and
yet we just kind of seem to ignore it we
have all these touch points but we just
kind of that's kind of the dirty part of
the business we don't want to talk about
or think about and for me when I look at
it I just looked at as uncaptured
Impressions 13 million touch points a
day that I don't let people know why
they should be choosing BP more often
than
shell and I actually still you know I
kind of scratch my head some days and
think there's all kinds of things in my
life now that I pay more for that I
didn't think I would I do care about
which business Hotel I stay at you know
I do like the fact that the kind of PC I
use at home or laptop somehow makes a
statement about who I think I am as a
person
I mean the way we're willing to spend
money now on things that we used to
think were Commodities I mean I picking
between two workout gyms and I picked
the one with the cooler name even though
it's got older equipment because it just
makes me feel like somehow I'll be more
fit if I go there I don't know and and I
just can't help but think that at some
point when you're driving down the road
and all things look equal there's two
dirty gas stations across from each
other but one of them actually is trying
to do something a little bit better for
the planet that there isn't going to be
a part of you that from an emotional
basis not a rational basis but from
emotional basis isn't going to be
willing to cut across traffic and turn
left to go into BP versus right into the
competitor so that really became my call
was how to restore respect to the Corner
Gas Station it's lost its way 20 years
ago it was the epicenter of a community
now it's kind of the the place that
attracts
trouble um capture these untapped
Impressions uh make people feel proud
who work there again because there's not
a lot of Pride and saying you work at
the Corner Gas Station anymore uh and at
the same time really try to ask the
question people go there out of dread
it's kind of like the lowest guest
experience on the planet I mean maybe
the dentist I don't know but it's it's
really low you're locked there for three
minutes you know the toilets are going
to be dirty you know the food's going to
be bad I mean it's kind of like you can
only go up I
figure um so with that the question was
we've got a great brand is there a way
we could do something with it next
slide so the first thing I'm going to
show you is something called Helios
house which is at the corner of Olympic
and Robertson and this actually came
from a couple needs one was to say you
know what if I'm going to try to make
change happen at 25,000 gas stations
around the world we need a beacon we
need a lab we need a safe place where
the marketing department can try to do
things that a lot of people would look
and say well that doesn't make sense
from an economic point of view and we
needed something that could kind of
create hope um and at the same time it
was an Insight that you know 39% of the
CO2 emissions come from buildings we
spend so much energy focusing on cars
and yet we also operate a lot of
buildings as BP both our retail
buildings and our office buildings our
manufacturing facilities so the idea was
to actually say you know what I'm not
going to take a big fancy gas station I
actually want a pretty everyday one and
I want to try to see if I can take it
and take on the challenge to rewrap it
in an echo-friendly way everything about
the site is recycled or reused
everything which is not easy to do when
you're trying to take something existing
and make it Greener without doing any
harm to the environment while you're
doing it but it did address the fact
that that's that's a true story for the
average gas station they're all not
shiny pretty and new most of them are
pretty old so this was an honest you
know reflection of what we could do with
one and really too it was to say
wouldn't it be great if we could take
just one corner and make it a true
living billboard to the brand and give
something back to the community and to
me the gift to give back was to say this
corner is now a corner you can be proud
of you can use for the community
purposes um and at the same time it's a
corner where you can get educated on
green and learn that it doesn't have to
be polarizing you don't have to have a
PhD to understand how to be green that
it can actually be fun and
engaging um so the whole idea of saying
you can be green and it can be
gratifying so next slide so this is the
corner I picked it's a beauty isn't it I
got to tell you it was an embarrassing
day when I was the global head of
marketing I have all the brands in our
portfolio and I drove by this station
and I called the real estate guy and I
said I want to buy this Thrift station
he goes buy it you own it and I'm like
what I had no idea I own the Thrifty
brand I shouldn't say that in public
probably I shouldn't leave I now yeah
that I cried and then I celebrated um
and in four months of between demolition
to opening this is what it looked
like well no I'm sorry that was building
it so I had it's Hollywood right I had
to do a little reveal so I I put the I
made the construction barri a little
higher than usual and that green grass
every couple weeks grew higher and
higher until it actually took over the
billboard on top now all of that
construction barrier was cut up and
turned into school book bags for the LA
school system so again everything that
happened on the site we had to figure
out how to use it and now here's the
site and as you can see it's called a
little better gas
station it's not a lot better we still
sell traditional fuel we're not going to
kid ourselves but we don't sell
cigarettes and lotto
tickets and that's not to try to make a
statement against them it's just to say
that we're going to focus on energy and
education next slide that's it at night
all low voltage LED lighting the way
that we use the lighting that's coming
up from the pumps and using the
stainless steel canopy actually creates
a bit of a natural reflection so it
means that we use about 20% % less
lighting um Under The Canopy which is
the real place where you suck and use
the most Lighting on a gas station site
we also broke um glass recycle glass and
mirror into the concrete so again to
create more reflection as much as
possible to reduce the needs that canopy
looks a little bit like a spaceship but
it actually has 90 solar panels on top
so enough to actually have the energy
for two to three homes it also collects
rainwater so we can use that for all of
the the Landscaping which of course
we've also used drought resistant native
planning so very very low needs on on
water next
slide uh you can see the green roof here
that's on top of what are the um
restrooms and storage and look I'm a
woman I've been working at gas stations
for 20 years so you can believe it that
I made sure that for once we had a good
lady's toilet and it is clean all the
time I mean there's been news stories
about my toilet you have to go
like if you don't I don't care if you
buy gas or not just go hang out in the
toilet and and the joke is is that
because of the the price of the real
estate I could probably rent that place
or sell it for about 300,000 just the
bathroom um it's they're gorgeous yeah
all all recycle Reus material next
slide and and this is the green team
that works there and that's been the
real surprise we what this site made us
do is is question all the paradigms we
had about a corner gas station and one
of them is who wants to work there so we
got on Craigslist and we said if you're
ethically minded and interested in the
environment uh come work at Helio's
house we did not say it's a gas
station we got about
350
applicants um brought in about 40 for
interviews only a couple walked out when
they heard it was a gas station the rest
said I'm not thrilled but I'll listen to
you um and we had had 0% turnover in the
first six months the first person to
leave us which is kind of unheard of at
gas stations usually your crew changes
every two weeks um the the first person
who left us left because he got into
Berkeley which we figured was a pretty
good reason to leave and he's actually
now on a BP scholarship there but um
quite a different crew of people they
feel like they're they're doing a job
where they get to actually stand at the
pumps and talk to people about you know
little things they can do to save the
planet and that to them gives them a
purpose and a cause that helps them get
over the fact that they still have to
wash the bathrooms and run the register
so next slide so then quickly I just
want to give you a little flavor of so
what are you going to do then about the
other
24,999 right um so at the same time in
parallel we were thinking what can we do
with these sites I mean 80% of them we
don't even control we don't even know
the address of all of them so you know
you're trying control a guest experience
that actually you you know it's very
it's arms length um and we did some
research and we actually realized that
the good news is is that people's
expectations are so low about gas
stations that all we have to do is a
little bit and we just blow you away I
guess um so we started to come on to
this notion of a little better what are
the little better things that we can do
at our our remaining sites and actually
you know no matter what country you go
to in the world when you do research on
gas stations the top two complaints that
all of you have is I wish it was cleaner
and people were
friendlier you're not really dying to
have some gourmet sandwich or you know
you just want the simple basic things um
and the other inspiration was we
realized that our logo is beautiful and
when we show it to people we don't have
to give them any words around it we can
just show them the logo they look at it
and they go green clean optimistic
friendly hippie love like fantastic
words come out of people's mouth when
they saw our logo so it made us realize
your logo can speak for
you next slide and so with that we
started to think about what are the
things we can do at BP at everyday gas
stations that actually really celebrate
our brand and really stay true to what
we do but are cheap and cheerful I mean
these things have to pay back we can't
build that big glamorous site in La
everywhere um so this was really what I
call Smart
marketing and operational Improvement to
try to get you to take left versus right
you know this is just about clever
marketing coupled with getting our sites
to get scrubbed up a little more and get
Smiles going um so a few of the things
that we started to do last May we've
done this now in New Zealand Netherlands
and and in America um started to just
hand out simple information cards some
of them on seed paper teaching people
little things they can do at home on the
road in their you know um in their
office workplace little things they can
do to actually reduce their carbon
footprint handing out fun booklets for
kids that teach them things like you
know turn off the water when you're
brushing your teeth or use both sides of
the paper when you color just finding
fun engaging ways to open the
conversation up with consumers we went
to um paper bags and all of our BP sites
in the US last May moving away from
plastic um cost a little more but not
that much more so again that was one we
had to sell in hard to the sales team
but we did we introduced some new
cleaner fuels additives that we're
testing now in three markets at our site
so we have a proof point that says our
our fuels are actually a little cleaner
and therefore if you're getting better
mileage you've got lower emissions so
you're doing your part for the
environment by using BP fuels versus
competitors uh introduce a lot of things
online uh the the internet's cheap we
have a green curve the green curve.
comom website where consumers can get on
answer really simple lifestyle questions
and plot where they are on their
personal green curve and then learn the
easiest things to do it's not about
converting your home to solar it's about
simple little easy things you can do to
actually move up your
curve and then of course to to launch
this and you you see the girl with the
pink see I'm going to talk about
bathrooms again I always get teased
about this and I talk about this too
much but that is the for all the women
in the audience we'll know that's the
woman who's on the lady's restroom door
except that her arms are happy they're
up right so you know when I say cheap
and cheerful you know I just sent out to
all my sites in the US a new ladyes
restroom decal I mean decals don't cost
much money it's a sticker but it came
with a note that said this is only for
the brave I mean if you put that new
decal on a ladies room door and it's
she's pink now she's happy you've now
changed the expectation level of every
woman who opens that door so like don't
do it if you're not up for it if you're
not up for making a step change on your
ladies room restroom then don't put the
decal up put it in a drawer think about
it for another day but if you're brave
go for it so those were the kinds of
ways that we tried to have a bit of fun
trying to teach people the small steps
they could take with the brand but we
did need a little bit of advertising to
to get it kick started so I'm going to
now just show you real quick the adverts
um to close out the first one is is
called fuels and again the target was
really the people who work and operate
the sites because they're the people
that I want most to feel inspired to to
provide better
service and as you can see you'll see us
using the logo a
lot uh
oh that's Bert but we have no
sound a little better say hey say hey a
little better it's the place where I
want to be say hey say
Hey Day a
little well got a little cut off but
that's okay so that was Bert and um his
dog Jackson and you can see how
unashamedly I put the wind farm in there
we have we have a big wind business so
it's about again how do I connect the
dots and teach a retail customer that's
the same BP you see investing in wind
and solar uh the second one is geared
towards families on the road and quite
honestly again it's it's geared at my
restrooms point I I could be the first
person to ever put a toilet in a ad and
I did
[Music]
say make day a little say he see the
flying
toilet say hey it's the place where I
want to be say hey say
[Music]
hey and the last one's called babies uh
the up front it's um high five Michael
Stockwell driving the car with Abby
Sunshine next to him in the back is Sal
and do and Frankie Clearwater I don't
joke about this these are characters
with a purpose these kids all have a
position on the environment they're the
Next Generation they're your kids that
are at home you know giving you hell
about the fact that you're not turning
the lights out so these are the kids
that then show up online and in the
sites and different materials
[Music]
a little better say hey say hey a little
better it's the place where I want to
be
say make the day a little better say
so those are the ads we could just go to
the last slide please um and you know
like I said that was to really fire up
the troops and say that's who we are
shell can't make those ads I mean they
can't I've worked for half the oil
companies there are they can't make
those ads I know that that is the spirit
of what the brand is that we're willing
to be a bit humble playful be honest
it's just a gas station but actually it
can embody the brand and what the green
attributes are of the brand and actually
do it in a way that makes money so the
last slides just to give you some
results um from the ad campaign and all
the promotional materials that went out
to the larger Network um first some of
the research up front 86% of consumers
said that making gas stations a little
better was a noble cause that's how bad
it is um 92% thought that BP could be
the one to do it so that's
permission um 67% said they liked our
corporate brand better at after seeing
the adverts for the retail brand so
again trying to connect the dots between
all your assets we had an eighto
increase in brand preference in just a
few months that's kind of unheard of to
move brand preference you get awareness
through advertising you rarely get
preference to move that means that
people are actually turning left versus
right um and so that translates to
volume we were the number two highest
ranked um game on Min Clips last summer
uh we had a gas Mania game that was all
about getting better service and
learning green tips at gas stations and
it was also the highest on-site
execution so again it was about
operational Improvement we got 87% of
our sites to fully operate the promotion
the signage the t-shirts the decals the
giveaways everything um and and I don't
want it to look like it's a promo it's
how we are it's our new look and feel to
our retail brand as far as Helios house
goes our one lab site um you know most
people say they don't care too much
about the gas station they just pick it
on location and price uh but we had 94%
say they intend to return 79% saying
that they would they see it as a good
value so they don't think that they're
somehow coming to a beautiful station
and getting ripped off and almost 50%
said they would go out of their way to
make it their only petrol station um
since opening sales have more than
doubled but yet we don't sell the
cigarettes in the lotto tickets so
that's interesting I talked a bit about
the turnover um and also so we use about
50% of the energy consumption that the
site used prior so 50% less less tons
produce of carbon 50% reduction and the
electricity used on the site um and then
the most important thing is we actually
took the learnings of what are the
simple things that every gas station
could do like this site and we actually
rolled those out to the other 10,000 so
moving perimeter lighting to low voltage
LED or to um compact fluorescent things
that have quick payback three to six
month payback so it's a no-brainer it's
just about smart business it's not a
charity um so with that thank you I hope
it helped I look forward to your
questions so as I said thanks an uh an
will come up to the uh first Podium
there if we have any questions for her
she's hardly just selling gas go ahead
Mike uh and there would you if you come
up to microphone tell us who you are an
affiliation to USC and as they always
say be
succinct on the
back go
ahead yep on the
bottom I'll just talk loud all right
anyways and and you're right I Tex go
ended up merging with shell and I was
there during that process and shell
could not do these ads but the I'm
curious to to see your thoughts on how
chevron's doing it because we thought
what they did with the little cars and
and that I thought that was an
incredible you know way to appealing to
kids and so forth but further on now
during the basketball tournament they've
been running these environmental ads um
green you know about a better Planet
better you know I forget the the mo the
um message but it's it's pretty
compelling to me so you know what's your
well thoughts on that
well so I would often say you know the
babies aren't the cars because I I
actually I'm not in I don't want
gimmicks um I think what I give Chevron
um kudos for is uh Techron is a great
product that actually does it is cleaner
burning and I do consistently hear that
they have great restrooms so um they're
getting some things right but what I I
do think think is important is when we
talk about sustainability it's a big
topic I don't think you can try to adopt
um a value just because it's
timely um it has to be relevant to the
business you're in and I think it has to
be authentic and my only challenge right
now with the Chevron ads I've seen them
I think they're moving but because it's
not founded in some bold moves or
decisions or statements they made you
know rooted 10 years ago like the way
green is for us um I I question it it
may be very authentic but as a consumer
and as a shareholder in different oil
companies I look at and I think did you
just whip those together because
everybody's talking about the
environment um so you know I like I said
I I get if if we had tried to do a lot
of if we had tried to do a lot of this
work in 2002 it probably wouldn't have
landed very authentically either but
we've had eight years of living with
this value and really trying to sort out
internally what is it mean and by the
way we have a long way to go to
operationalize it um you know it's still
pockets of the company that are further
along the green curve than others um so
but I just think no matter what kind of
industry you're in you have to find your
position on sustainability that's
relevant to the business you're in so
that it'll be authentic to your people
and you'll really figure out how to live
it great one more question sure
yeah I
know yeah I mean thank you for asking
the question because it it there was a
bad day we had a couple low days uh
there were some days where we didn't
think we were going to get zoning and it
kind of turned around
um sometimes where we thought the deal
was dead um the only low day that didn't
you know we couldn't figure out a way
around was the day that we realized that
the only way to offer bio um well
actually that side I had a couple
limitations one is we would have had to
completely Broken Ground ripped out all
the old tanks and we actually couldn't
figure out how to stay true to the reuse
recycle low impact on the
environment by trading out all the
equipment underground so it was in
conflict with another goal we had with
the site also that site is a very small
site and so actually we didn't have we
wouldn't have gotten a lot of the zoning
and permitting we couldn't have done
like an E85 there we would have never
gotten that through the system because
of of safety regulations so um that's
the kind of thing we try to educate
people on when they come to the site is
that site had some limitations we are
looking at other Helios houses you know
I kind of took the site that somebody
was willing to give me and go for it it
and that meant I couldn't do it
perfectly the way I wanted I didn't go
out and say now where's the perfect site
where I can do everything I want the way
I want um but we are we have not given
up we work very closely with our Carson
Refinery and have said we have got to
find a way to keep introducing cleaner
and cleaner fuels at that site and so
our commitments there but it's my
greatest disappointment on the offer
great and Ann just so everyone is on the
same page maybe you could give us a
minute on what biofuel is just so we are
all uh because there's a lot of words
out there and by the way in the program
is a glossery of terms because we know
with new Industries like email and
Google uh this new industry that's being
integrated in a lot has a new glossery
of terms so just help us with biofuel I
mean so there's there's kind of what we
would call um existing or current slate
biofuels which are the things you hear
about which is like E10 it's it's about
blending bioproducts they can come from
you know agriculture waste what have you
B blending those things in today's
traditional gasoline so you can use them
in your car and those procs can go right
through a gasoline station system with
you know the the pipes and the pumps
that sit there today and in most cases
not be corrosive not put harm to your
car or to that equipment once you get
blending products like ethanol over
15% um actually you need all new
equipment your car's got to change in
some cases and the all the Pumps and
Equipment the s's got to change that's
why why if you're sitting scratching
your head saying well how come there is
an E85 everywhere it's because blending
at that high of a rate actually we don't
have the infrastructure to do it today
then there's a whole thing around future
biofuels which is things like biobutanol
and a lot of the stuff that's going on
in like the bioscience you know can we
put microbes in and actually grow fuel
um those are things that are more kind
of the longer wavelength Investments
kind of five to 10 years out um but
really biofuels is a huge space and
there are a hundred different solutions
um so and really we need all of them to
be actively working right now because we
you can't place your beted on just one
or even five great thank you an so much
can I ask a quick question right here uh
go ahead quick um you mentioned that you
don't control 80% of the sites and so I
I didn't hear the previous question but
in terms of your influence to expand not
only here in Los Angeles but maybe
globally can you speak on what the
company's perspective is on that expand
the number of sites yes um so 80% of the
sites are controlled by Independent
Business people and um we have different
types of arrangements with them but with
many of them part of you know their
contract is is that they're committed to
like a franchise relationship they're
committed to Growing their number of
sites or their market share and the
geography they've been given so um you
know the retail business will continue
it will just continue to change you'll
see a lot of kind of small sites closing
you'll continue to see these big Mega
sites with all the convenience stores
and the car washes um but it's it's more
and more become something where the
capital is actually held by Independent
Business people

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### Green Revolution: Barbara Boxer speaks to USC Marshall
URL: https://www.youtube.com/watch?v=dCbXMOojOH4

Transcrição não disponível

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### Jim Turley at USC Leventhal School of Accounting
URL: https://www.youtube.com/watch?v=Nqs7SwbZmUo

Transcrição não disponível

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### USC Marshall Professor Richard Chase
URL: https://www.youtube.com/watch?v=Hc-nsNx72os

Transcrição não disponível

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### USC Ed Lawler Interview: Talent
URL: https://www.youtube.com/watch?v=DsAYVBNoxo4

Transcrição não disponível

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### USC Ed Lawler Interview: Executive Compensation
URL: https://www.youtube.com/watch?v=fWTiiI5seFs

Transcrição não disponível

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### PetSmart CEO Philip Francis
URL: https://www.youtube.com/watch?v=lec6jz7yFhs

Idioma: en

good evening thank you all for attending
tonight's event my name is Willie Molina
and I'm the director of the Student
Services office happy to welcome the
entire group today to our career
Advantage program third annual event of
the year now before I get too far along
in my introduction we have a very
special guest that would like to call up
to the stage Jim Ellis Dean of the
Marshall School of Business is joining
us tonight having a giggle over here so
come on down Jim thanks really I just
wanted to take a second to thank all of
you mentors for what you do for us and
for our students this program has been
stopped and started for a period of time
and now we've got a pretty good momentum
going and I just can't tell you how
important this is and I know it takes
time from your daily daily grind but if
you're like me anytime you're around
these students you get it invigorated
completely some of them there's a couple
of you guys that don't invigorate
anybody but um but I won't name names a
couple of lumps in here to the same way
anyway I I just really want to tell you
much we appreciate it and as far as you
students are concerned take advantage of
the brain power that you have with your
mentor and really get them to help you
through any issues you have any
conversations you want to have don't be
shy you know we've all had problems in
our lives and we've all had crossroads
that we hit then we need somebody to
talk to and these guys are there for you
to talk to and to share your concerns
and your questions and I'm coming to a
fork in the road which way do I go and
you know what happens in life is that
fork doesn't always come in a convenient
time you're going to get to a situation
in your interviewing process where
you're going to be offered a job by one
company this is going to happen so just
remember that I said this okay you're
going to be offered a job by one company
they're going to want an answer by
friday and you got a follow-up interview
with another company next tuesday what
do i do it's going to happen every time
so the decisions never come at the same
time
these are the kind of guys to ask those
questions to what kind of advice would
you give me and so they're really here
to give you advice and it's it's great
and we really appreciate all you guys in
the time you take so thanks for being
here tonight it's just great to see
everybody I appreciate all of you being
here thanks Willie and Thank You Phil
very much Thank You Dean Ellis tonight
we want to have this opportunity to
welcome six new mentors that have
started in the spring as well as 35 new
students that have joined the program in
the spring so I want to take this
opportunity to formally welcome all of
you I hope you'll enjoy yourselves and
want to come back next fall so students
please be good so they'll come back we
are very pleased to have an incredible
speaker this evening and I hope that his
presentation will inspire a lot of
thought and discussion among your
smaller teams and Kappa mentor mentor
mentee teams Phil Francis is chairman
and chief executive office officer of
petsmart North America's leading pet
retailer prior to joining petsmart in
1998 he was president and chief
operating officer of shaw's supermarkets
incorporated headquartered in
massachusetts a graduate of the
University of Illinois and the Indiana
University of business that's okay we
still would love to have you here on
campus he has been heavily involved in
the Chicago Columbus and Boston United
Way organizations in Phoenix he
currently serves as chairman of the
valley of the sun United Way he's the
incoming chairman of the greater Phoenix
leadership and his chairman of the ASU
WP Carey School of Business deans
council of 100 he serves as the board of
directors of supervalu incorporated and
cardinal health ladies and gentlemen the
CEO of my dog's favorite pet store Phil
Francis
oh hello everyone and good to be with
you and I'm supposed to establish my
credentials or something here first I
think and have described a lots of
people ed sample as the best university
president of America over age 55 I know
one younger than that who I like well
also but I think he's in the class alone
I'm a big fan of gemellus I'm a big fan
of Mike McKeever who is my son Rob's
mentor when he was in the class as a
senior about a year ago in this room and
he came to check me out tonight he
revealed my secret he said my dad only
actually has about ten things he ever
says he just depends upon a fresh
audience for his material so since most
of you haven't heard it I'm going to ask
Bob not to rob not to reveal and we'll
see where we go with three different
three different rips this afternoon and
I tend to do better when I tell stories
then i use a powerpoint or read
something so I've got some discussion
starters and I'm going to describe what
happened to me before I got here and try
to do it pretty quickly and then leave
some room for your questions because i'm
sure you'll know much better than I do
what I you wish I had said i was born in
the 1946 and that's important because
I'm the oldest possible baby boomer I
tell people the Yoda was my younger
brother but I still qualify as a baby
boomer although I am and I'm an age
scout for those of you who were younger
baby boomers i went to illinois than
indiana i was an undergraduate business
major and I was not neither lis nor
business as an undergraduate so when I
got to graduate school it was all news
to me and I would mention here a mentor
some of you will hopefully have a mentor
like mind his name as a was Dean Harvey
bunky he taught a class back then called
business comma ethics Paula comma and
public policy was essentially a Western
civilization course with ten paperback
books and a paper and he was trying he
spent his semester trying to describe
market capitalism and the ethical
choices we would face and tried to make
us think make us uncomfortable never
gave us
back or white answers and I thought so
much of him that actually I have funded
a lecture series in his honor called the
Harvey monkey lecture series and
business comma ethics politcal and
public policy and as long as he's
willing and able he gets to pick the
speaker and introduce the speaker and
the feedback I had on that from the guy
who succeeded him and teaching the
similar course was that many college
staff members spend their whole life
wondering if anybody was listening and
that my funding that lecture series
meant that Harvey at least knew that one
person was listening and that made him
embiid so if you have a good professor
when you leave why tell them that they
were a good professor and that you
appreciate them i went from graduate
school do dual companies as a corporate
trainee the chairman there i never knew
i was credited with the up some servant
leadership upside down organization
chart whatever you might call it you can
still read about that today and it's
kind of making a comeback I was raised
that way when he tell you about a few
people though a guy who is named a hairy
Beckner who's still alive gave me the
best put down ever had in my life I was
a hotshot corporate MBA trainee I
thought I was pretty good he was about
66 out of the desk had glasses that sat
in his nose and I had a 45-minute
interview with him he asked me some
question I said something and he thought
a moment and said well Phil no idea is
too small to consider and I don't think
I realized till about five minutes later
that he had smashed but around petsmart
today if somebody says something really
dumb your Apple he'll have somebody say
well Joe that no idea is too small to
consider it's become a part of our
lexicon how another guy named Jim Henson
who now lives in Florida was as good a
leader as I ever saw inside jewel food
stores he was good because people liked
him so much they wouldn't let him fail
and the sign in his desk was there's no
limit to how far a man or woman can go
as long as they don't care who gets the
credit and for him it was about teamwork
and the results and he lived that way
and that example was plenty good enough
the worst boss I ever had is still alive
his initials are BK and let me tell you
the experience as a small grocery
company
I was a new buyer my colleagues were
formed in 25 years older than I was I
was an arrogant snotty lippy 25 year old
thought my own didn't stink hotshot and
my colleagues froze me out I had six bad
months they sneak out to go to lunch
when I was in there so I didn't they
didn't go to lunch with me and they
didn't teach me as I didn't talk to me
and I knew I was dying I went to the
president who had gone to work for and
in the I said win I'm dying here what's
wrong and he said I wondered when you'd
ask are you conducting yourself like a
snotty arrogant 25 year old MBA with a
bunch of colleagues who are older who've
worked hard and think that you have more
opportunity than they have and they
don't like you for it that's not good
news to receive by the way what do I do
about it shut up get to work earlier ask
them questions and pay attention when
you go to lunch so you can sneak along
even if they didn't invite you and I did
and in about four or five weeks things
got better we became good colleagues but
it was a good lesson if you're a
graduate of the Marshall school you're
going to go places where people don't
have your education don't have your
brains and probably don't have your
possibilities the only way you can blow
it is if you act on the surface like you
think so you're the last person who
should act like you think so in 10 years
in the first division i changed job
every two years i was always an operator
merchant became a VP of merchandising VP
of merchandise in advertising vice
president/general manager Jules bought
and a hostile takeover I was a 29 years
old a vice president thought I was set
for life got called it one day and said
we've been bought I was the youngest in
the cheapest in the merger agreement had
a five-year contract they couldn't be
mean to me they couldn't be not promote
me not pay me
but if I didn't like it I could stay
here but then leave and take a package
with me and I did because I didn't like
the people I went to work for after I
did that I was looking for somebody who
would make me president of something the
list was very very short like after five
months I found one that's pretty short
and I want her in a small wholesale food
company in columbus ohio called cardinal
foods now the successor organization is
today's cardinal health which it was may
not know what the market was a fortune
25 a couple of years ago this is a
multi-billion dollar gigantic business
but back then it was a small bug
wholesaler small food wholesaler I was
three years and said to the boss who had
been the reason I went there about
Walter who I like to admire very much I
think you should sell me he said why
said well if you get down to the drug
business which is higher margin and
simplify at Wall Street well like a bit
and stock price will go up and he said
well I've been thinking about that but I
know how to tell you and I said well
thanks for that I'd like to be a part of
the process I'll tell the buyer i'll
stay for a while if they want me to
that'll help you get more money but i'd
like to be a fly on the wall or a mouse
in the corner while you do this and he
let me and we did and i stayed on and at
one point there knew I didn't want to be
a food wholesaler I got a job offer from
a very attractive company whose name you
would recognize took the job quit my job
and my then 18 year old daughter I had
known as the time 1817 said dad we have
to talk and one it was only think of
wednesday or thursday night said we have
to talk and we talked from about tyndall
about two-thirty and their basic speech
was you've got a pretty good family and
you got pretty good kids you move us as
a junior and senior high school you're
going to screw it all up are you sure
you want to do that and I quit the job
and ask my old job back and got it back
there's a pretty good guy i was working
for at the time as soon as they
graduated from high school I was on
scheduled to move to the headquarters of
the town where that had acquired the
company I knew I didn't want to be a
wholesaler I was asked to go to shaw's
supermarket New England is CEO I did I
work for the English the scenes it's
part of Sainsbury
I Love New England I love the job we
were number two and a pretty big pretty
growing company we left for three
reasons I got tired of working for the
English and I you know I got some Irish
and some scotch in me I distinguished
the British from English I mean by basic
problem at least with those particular
English for those of you who are English
is that it's as if there's a conspiracy
britannia still rules the Seas it's 1940
and if you act like you don't know I'll
act like I don't know and maybe it's
still true the worst we did the better
we did in the worst I did the more they
wanted to help and I got a little tired
of it my wife was running my Vita I was
running women's health programs at south
shore hospital she had a lousy boss who
is a woman by the way but the real
kicker was our youngest child katie was
seven or eight and in response to a
question I said kitty what are you doing
she said I'm looking in the mirror I
said Kitty that would be a mirror we
have ours and our alphabet until nita
that our child was developing a speech
impediment we had to get out of town so
petsmart asked again and I came to
petsmart I'd been in the board since
1989 when I got there in 1998 it was a
turnaround I didn't know it was a
turnaround until a few months after I
got there proving that even outside
board members who are involved no less
than management does that's a good
lesson for you to remember back then
we're going to be the dominant supplier
of pet food and supplies or we done a
business model that sounds kind of
transactional and basic it's a pet's
mart or now do total lifetime care for
every pet every parent every time and
that's more like petsmart we've done a
lot of retooling in 2007 and I think
we're probably ready to go again next I
got a short list of things I've got
several things that took me 61 years to
learn crisis management and that's bad
news doesn't get better with time I
mentioned three quickly i was at jewel
food stores in charge of the health and
beauty a desk when Sal Manila hit every
when people died in Chicago over a
Tylenol excuse me nuts a little tylenol
well the way that story ends I don't
know name is but almost certainly police
say we can't prove it we know who did it
one of the people who died was a family
member of the perpetrator who murdered a
family member and covered it up by
putting bad tylenol pills elsewhere
around Chicago and so far they've gotten
away with it probably the people who
guided said they bought the stuff in
jewel food stores that was immediate
pull the product take responsibility
Johnson and Johnson did a very good job
as well but to tell you about cleanup of
a project I mean this to get a tylenol
pill in Chicago at that time was the
litigators dream it was a class-action
lawsuit every johnson Johnson salesman
the world went to every store six times
come the backrooms bulletins send in
your title no the reclamation center
cleaned this out and stripped on a whim
four weeks later I put a little note in
them said please send your emailing
tylenol inventory into the warehouse for
those of you don't know what a
watermelon bin is it's a 40 x 48 square
palette for the wooden thing about this
high that you ship bulk watermelons in
so and after all that I just said Simeon
we got to watermelon bins full of a
tylenol back after everybody had done
that Salmonella there was people died of
salmonella poisoning truth is probably
you and I are exposed to salmonella
weekly if not daily the people who get
hurt of the ones of the compromised
immune system you're on anti-rejection
drugs from a liver transplant you just
finished a 12 day regimen of penicillin
that killed the rest of the floor in
front in your body that's compromised
immune systems are very vulnerable to
sell anillo there was a plant owned by
jewel that had a process in which out of
code milk was recycled and repass your
iced and processed again and it was
booth proof and it was foolproof
and some people got someone illa
poisoning and died and the lesson I
learned there is there was probably 15
people in the room I was surely the
youngest and the junior most there and I
regret to this day that I didn't speak
up and the lesson here is you only get a
few chances to speak up and if you're
pretty sure you should speak up you
don't get do-overs the process then was
a bad one because the PR department and
the lawyers were in charge now what I'd
say is I have great respect for lawyers
and PR departments if there's a crisis
I'd make them subservient I wouldn't let
either one of them run the process the
president of the company at that time
let them run the process shouldn't and I
was young and user junior but I regret
to this day that they didn't speak up
jul denied it was their problem around
the plant another week another week
later three more people died from stuff
that was produced after the first
warning well that did it I mean today
that brand name has disappeared and
where that plant was there is a as fault
because it was shut down bulldozed and
as faulted over final one is the pet
food recall we have this happened to us
last year we were hurt by mostly canned
dog food having tainted melamine in it I
don't know by the way it was never
melamine that's why you didn't hear
people being definitive but while
everybody is saying it's melamine Mars
and Purina were feeding 30 times the
concentration found a melamine to
healthy dogs and their kidneys are
blowing it through just fine it was
tainted melamine and if you wanted a
little many bio chemistry majors here
when they would biopsy a tissue sample
from a deceased dog or cat they would
put it in formaldehyde formaldehyde is
one of the few things that was a solvent
for the taint that was in the melamine
the way they found it by accident is
from a frozen tissue sample that hadn't
been putting formaldehyde and the first
time they looked they looked at the
tissue and looked like it had glass
in it in that case we know what to do we
stop selling the stuff we took back
everything we took back stuff we didn't
sell we paid vet bills we took our
database and anybody who'd bought the
stuff and lex it last six months we sent
him an email and we got credited for
doing the right thing and we gain share
I remember at one point I couldn't
figure what the problem was I said you
know do the right thing as one of our
mantras and people said well what if
what if a how much is this is going to
cost I said what do you think it could
cost I said this could be eight hundred
thousand bucks I said well when you get
to three million check with me but we'll
probably keep going are we clear here
and from that day why we did the right
thing pretty fast but I you'll get it
there'll be a crisis it comes and you
don't get do-overs on how you react
quickly and I would say be honest step
up and take responsibility and you got
better days coming until you do you've
only got worse days coming do the right
thing and I take my test for do the
right thing if you're a leader in
business these days you're always on
camera or on some version of camera
there's very little privacy left and I
told I have a red tartan talk to jacket
that I wear about twice a year once and
I serve lunch at the Christmas luncheon
on the top floor of the parking lot of
petsmart so two hours after i serve
green beans almondine in the serving
line my photo with my red jacket was on
the internet so these days you never
know when you're on and mother test is
presume when you're making a decision
your mother is going to read about it in
the morning because you probably will
and is she going to smile or frown and
if you think your mother's going to
frown you probably shouldn't do it the
end listen to those who thoughtfully
disagree not the suck-ups I understand
you take myers-briggs here I mean I'm an
istj maybe I don't know if that would
surprise you're not let me then
myers-briggs isn't taught this way yet
it Amar's USC tell how is used on us is
pretty good and 70 of us took it
and the test okay here's your score here
and there are 16 stations you know there
could be 16 when I say go everybody go
that's a go and everybody went you know
seven stations don't have anybody at it
and three stations out of 70 would have
64 of them I remember Fred hearts was by
himself and Fred was squirming you know
he's checking his scores make sure it's
right ask him for a do-over everybody's
kind of going like Fred everybody knows
Fred's weird and you know with like then
the guy who supposed to let me tell you
is peak let me tell you is TJ something
that was my group you're cheap your
common your ordinary and all of you
would happily go off a cliff at 60 miles
an hour into a pit of poison and kill
yourselves in the company fred is the
one who'll have the point of view and
before you get to the cliff and say stop
and so now all of a sudden everybody
wants to be Fred or wants to be Fred's
friends and there is a perspective on
who you need in the business things
change pretty fast and there's lots of
points of view and the common ordinary
people like me are the ones least likely
perhaps to keep people out of trouble
and when you've got a Fred who thinks a
little bit differently and doesn't quite
get the jokes quite as quickly as
everybody else does be very careful
before you're not treat Fred well or be
very careful before you don't take fred
is a pretty early draft choice because
fred is the one that'll keep us is tj's
from making a fatal mistake career
progressions rarely go straight up there
often horizontal diagonal and sometimes
they take a back step I've got to watch
my hands here everybody likes a career
to go like this I got bad news most of
them don't I got good news most of the
ones that go like this you get to vice
president first and you're done
we got a guy in the company Amy would
know named Dave Lenhart he's a new trier
high school he's a Trevi and that's the
public high school in Chicago that makes
the 20 top 25 in America list and then
Cornell and then Dartmouth and then
Merrill Lynch investment banker in South
America for six years and then being
consulting for six or eight years did
the petzl petsmart work we invited him
to join the company did and he came in
as senior vice president of strategy and
services pretty good two years ago Bob
and I are president said well Lenhart
needs finishing school if he's ever
going to be a general manager in this
business and so for 15 months Leonard's
first week was as a dog Baylor and then
he unloaded in stock trucks and then he
cleaned fish tanks and he was a fish
department manager then he was a store
manager and he was a district manager
and he was a district manager of full
P&L responsibility for the Christmas
season of 2006 he was a pretty good
district manager he won the best one we
had people mean 10 or 12 of 60 would
have blown him away and the best day he
ever had but he was a pretty good
district manager his schedule is that of
that job the best median of het smarts
run by our presidents every Tuesday
morning eight to 11 and lenhart got to
go to the meeting every other week as he
only changed his schedule and the
transformation was amazing by about the
fifth week somebody some other senior
vice president would say he's not a wait
a minute you don't get it that's not how
it works and he'd be right and the point
here is got to watch them hands again
careers if you don't want to cap out at
vice president go like this
and so along the way I would try when i
was young to get a broad set of
experiences I'd have my eye on the end
prize not next week I try to do a
balance of the two I think you are
mostly responsible for your own career
progression but don't be afraid to reach
out or go sideways or go diagonally you
may not get vice president as quickly
but you won't be done then either at
higher levels who you are is much more
important than what you know I know this
one kind of sounds kind of squishy and
fuzzy but people don't follow you for
what you know I don't any but I never
follow anybody because i like the resume
that i read or the title they had after
the name i usually chose to follow
people because i thought they were
generous rather than selfish they were
honest rather than dishonest
interpersonally their communicative
rather than a closed mouth and they were
smart enough people talk about the the
Millennials and I guess that's you in
some cases there's an under theirs I
mean bad news i guess i have is ticking
the boxes each and every box is good but
in but not sufficient there's some other
things other than ticking the boxes that
are required along the way like proving
you have listening skills proving you
can collaborate and work with other
people problem solving in a dynamic
changing rather than the static world
and i see a few people not all who got
the Miss misimpression that if I ticked
every box I'm good to go and I think
ticking every box is a good start but in
most cases it's probably insufficient
experience in judgment are both critical
if you only get to choose
choose judgment I know people lots of
experience who I wouldn't trust with a
nickel I know some people without much
experience who I'd give thousands of
dollars so this is good news for younger
people there are experienced people who
will be ahead of you who don't have good
judgment and they'll work for you
someday but as you get the chance to
exercise and think about judgment I
would think that's pretty important
payback you have a responsibility that
is to your family that is to your school
that is to your society you are
privileged to be a student at USC
somebody's paying a lot of money for you
to be here you get to have a great life
for four years and get access to
possibilities and opportunities and
skills that most of the world literally
would kill for but they don't have the
chance and when you're done with that it
isn't about what you can harvest from it
you'll harvest plenty you should give
back to your school until your family
thank you and usually an ethical life
and you should lead to green life and
you should do volunteer work and you
should find a company to work for where
those things are allowed and valued and
finally the final thing I'd say is and I
have done this but I don't know you well
enough to tell you what mine is I about
three years ago and I wish I do not
sooner I wrote the ten word description
I'd like to have my tombstone and I make
a lot of my decisions against what I
wish to have in my tombstone which I'll
never see that will make not much
difference to anybody but I think it's a
reasonable exercise sometime when you
got five minutes to write down what
you'd like to have it say in your
tombstone and if you do it when you're
young it might be interesting to see if
you wrote it now when you wrote it when
you're 50 and see if you changed your
mind I suspect you might

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### [Private video]
URL: https://www.youtube.com/watch?v=oN_iSHcbyYI

Transcrição não disponível

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### [Private video]
URL: https://www.youtube.com/watch?v=9ri6We1XUvs

Transcrição não disponível

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### USC Marshall - John Boudreau Interview
URL: https://www.youtube.com/watch?v=K5MQpSHQvWI

Transcrição não disponível

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### [Private video]
URL: https://www.youtube.com/watch?v=NkyjEcBh8wU

Transcrição não disponível

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### [Private video]
URL: https://www.youtube.com/watch?v=1vq2EeavAs4

Transcrição não disponível

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