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Creating the Organization of the Future – Part 3: Getting Started on the Journey – Getting Concrete on the Direction

Part 3 of the 3 part webinar series with Bernie Jaworski


As Peter Drucker noted many years ago, organizations crave stability and resist change. Thus, it is not surprising that we are often asked by executives to guide them through a direction setting and leading change process. Of course, every journey to transform is unique and should be customized to fit the particular industry and organization. In this workshop, we will provide you general guidance on how to “get started” on the journey. In part one of the workshop, we introduce a seven-step process to set an organizations’ direction (mission, vision, purpose). In part two of the workshop, we introduce an eight-step process to create (or revise) an organizations’ value and culture. These processes are robust that have proved effective to benefit for-profits, nonprofits, and other organization forms.


Bernie Jaworski

Bernie Jaworski is the Drucker Chair in Management and the Liberal Arts, which is named in honor of Peter Drucker, the founder of modern management and the namesake of the Drucker School. He is also an ISBM Distinguished Research Fellow, and AMA Marketing Fellow. Jaworski is the recipient of the three prominent Journal of Marketing awards – the Alpha Kappa Psi award which he received twice, the Maynard award, and the Sheth award. He also received the Converse award and Vijay Mahajan lifetime achievement award for contributions to marketing. His 2020 book on organic growth, written with Robert Lurie, received the Leonard Berry AMA book of the year award. His work is highly cited with over 49,000 citations as of March 2022. He has been voted MBA teacher of the year both at USC and Drucker. Jaworski comes to the Drucker School from the Switzerland-based IMD, a highly regarded international business school. Before working at IMD, Jaworski spent a decade as a senior partner of the Monitor Group, a global management consulting firm. During his Monitor career, he co-founded and co-led two global practice areas, the e-commerce practice, and the executive education unit. Among other activities, he was a senior team member of several significant multi-year corporate transformations for multinational clients in various sectors, notably pharmaceuticals, biotech, and medical devices. From 1996 to 1999, Jaworski served as the Jeanne and David Tappan Marketing Fellow and a tenured full professor of marketing at the University of Southern California. He has also served on the faculty at the University of Arizona and as a visiting professor at Harvard Business School as well as on the review boards of the Journal of Marketing and the Journal of Marketing Research. He is the co-author of four textbooks on e-commerce and has taught topics including leadership, corporate strategy, and service management.

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