Dine Discoveries

York University lecture – MBAs

Wednesday, January 16, 2013 | Posted in Engagements

Had the pleasure of talking with the MBA class at the Schulich School of Business, York University, with my colleague Ian Kinross. Ian works at RBC as a lead communicator and handles both internal and external communications – currently working on the FATCA program – the U.S. tax legislation taking effect in 2014.

We talked jointly to the Organizational Behaviour class, led by Marlene Bernholtz, about what it takes to implement programs and attitudinal shifts in the marketplace while gaining support and momentum across the internal corporate culture. Ian talked about a new product initiative he had launched, which was built on client feedback and sensitivity to client needs. It went against what the organization thought they had to offer, so a careful campaign to shift perspectives was needed.

I shared the Canadian Tire “Project Darwin” story that you’ll find in my web site case studies and how it revolutionized the CTR’s approach to marketing to men – showing greater respect for their contributions and more support for their struggles. It was so effective that CEO Stephen Wetmore fully endorsed the initiative, and the impact it had, in Amanda Lang’s book, “The Power of Why.” Amanda Lang is featured on CBC’s Lang & O’Leary Exchange.

Always love to see how research can change attitudes and improve our existence. I’ll leave you with the rallying cry that accompanied my talk about Project Darwin and that was so embraced by the audience – especially the much-maligned men – “Be nice to the men in your life!”