First 100 days

Knowing my focus on supporting marketing directors through their First 100Days, a friend sent me this piece of career advice - from Don Kendall - the co-founding CEO of Pepsico, no less.

Set your own performance standards. Make sure they comfortably exceed the corporate norms. Then make sure you exert the extra effort needed to match your own higher standards. It's superior performance that pays off, not good intentions.

Especially in your building years, put your emphasis on job fulfilment and a positive working environment, not on making money. Respect for the people you work with, and what they stand for, are much more important than most people realise. If the business is growing - the right way - and you are contributing your share, the money always follows. And in my experience, 'staying the course' is usually a better way to learn and grow than rushing off in search of greener pastures at the first sign of trouble - or to chase a better offer.

Make the most of opportunities, but don't 'press' when you get one. And don't try to preselect every opportunity. Often you'll be wrong.

Being sensitive to others is critical. People do it in varying degrees, but there is a minimum level required to succeed. Be sure you're conscious of what is in your environment. People at either extrenme usually fail. Either by offending others, or by needing approval so badly they are indecisive.

Try to develop a special competence early on, preferably one that is reasonably broad (i.e. sales, marketing, finance etc). A specialty helps build confidence and acts as a grounding in reality as you move upward. There is usually plenty of time to become a generalist if you're good.

Take a genuine interest in helping others. It builds the organization. It builds you. And it builds your value far beyond your individual contributions.

Don goes on to advise tactful self-promotion, constantly seeking to take the initiative, and self-knowledge.

He also advocates the frequently-suggested, but seldom-practised virtue of hiring people superior to yourself.

Finally, he says:

" there is no requirement - on my list at least - to ruin your marriage in order to succeed."

His last words that will ring most true for the private lives of Oxford Strategic Marketing consultants and our clients:

"Long hours and intense commitment do not have to last 24 hours (save in spurts). Plan your (personal) time together, but also grab it opportunistically as you go along."