Like many companies Kraft was focused on cost cutting, limiting growth and expansion, focusing on keeping jobs versus hiring more employees. Women CEO and Chairman Irene Rosenfeld presented the growth diamond. “The growth diamond was simply a visual representation of the megatrends that were going on. It was about trading up to premium products. It was about a focus on health and wellness.
It was about a focus on convenience and snacks. That was the lens that we then used to reframe our categories and to make them more relevant and contemporary to our consumers.” Too often companies give into fear in a turbulent economy. Studies indicate that women leaders are in tune to their consumer’s needs. People were still eating cheese and other Kraft products, why not grow?
Known for her risk taking Rosenfeld took the leap, used her management abilities of leading from the head and heart. “We were in the process of evolving. So it was a terrific time to step back and say, “Who should Kraft be?” We spent time talking to employees around the world. We conducted focus groups. We held online chats. We talked to them about the characteristics of the companies that they admire, the characteristics of a company they would like to work for, some of the strengths that they see in Kraft, and areas of opportunity.They distilled that work down to the seven values:
• We inspire trust.
• We act like owners.
• We keep it simple.
• We are open and inclusive.
• We tell it like it is.
• We lead from the head and the heart.
• We discuss. We decide. We deliver.
Kraft did grow, in performance and financially and expanded internationally with the acquisition of Cadbury and by offering the products their consumers desired. Listed as number 13 on the Forbes list of 100 Powerful Women Rosenfeld is one to watch.
How can living your core values help you and your organization to grow? How will you enroll employees in the growth? What fearless moves will you make as you “get growing?”