owe LS Management “How We Went Digital “Separating Sheep from Goats without a Strategy” 4s Start-ups Fall to Earth” Ricardo Semler Jennifer L. Rich Harvard Business Review ‘The New York Times September-October 2000 March 11, 2001 Preview “How We Went Digital without a Strategy” Skimming Skim the article quickly to find the following general information. 1. Read the tile and all headings and look at any illustrations 2. Read the first and second paragraphs, looking for the author's purpose and ‘main idea 3. Read the last paragraph, looking fora summary or conclusion. 4. Write a sentence containing your preliminary understanding ofthe main idea of the article Questioning Answer the following questions and discuss your answers in class. 1, What well-known managers have you heard of? 2, What are the responsbiies of manager? 43. What qualities should an effective manager have?Sette Renee In Btn, Mien Eien Scanning Sean the article quickly to find the following specific informacion. 1, Over the last 10 years, how did che numberof Semco employees change? 2. What is the name of the South American Web portal tnt Semco developed for the building industy? A. What ic Rar Semler’ busines philosophy? 4. What as the urnover rate been at Semco in the past six years? ‘5. What spirit is nurtured at Semco? Vocabulary in Context Read the following sentences and try to guess the meaning ofthe italicized words by using the context. Then replace the italicized words with syncnyms (words or phrases ‘that have nearly the same or similar meanings). 1 *For the 20 years I've been with the company, ve steadfastly resisted any attempt to define its busines.” (Paragraph 1) 2, “Neatly 2,000 executives from around the world have trekked to Sio Paulo to study our operations. Few, though, have tried to emulate us” (Paragraph 2} 3. “It was a nightmare to manage, it resulted in poor or haphazard service, and it was ridiculously inefficient.” (Paragraph 13) 4, *We'te also partnering with a company called Tradeshow to host virtual con- struction fairs within the portal” (Paragraph 18) 5. “Proposals have to meet ewo simple itera that gover al the businesses we launch.” (Paragraph 27) 6, “But 'm beginning to see troubling signs thatthe traditional ways of doing, business are reasserting theit hegemony.” (Paragraph 30) Paraphrasing Alter reading the article, reread the sentences under Vocabulary in Context. Now ‘rewrite them using your own words. Change the vocabulary and sentence structure, but do noe change the authors intended meaning or paraphrase any technical terms. ‘There are several ways of paraphrasing each sentence.How We Went Digital Without a Strategy Over the last decade, Semco has successfully extended its business from manufacturing to services to the Internet. Here's what it has learned: transformation is easy-if ‘you throw away your plans and let your people lead you. Company named Sec and The Dusreo raber hn ae Sees no iden what busines I n-1 Kot dey tom on high ele eu em what Semen does-we mate igs, pes shape I tragh nce! 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It's a we you tell inte we aie ‘no ane in the company Fyne weemeronwbincnattey swore tessa meee ee meant easy but only if you're indie benser ave Nagare. Sage osene eka ee willing to give up control. seamecunge™ MORN ORN Sect te Cutan ow a, Enough lecturing Let me giveyou2 but’ nt somthing we eave about ‘uit company But ao sugge nat cone example of Now ou transfor. igh non Why cont west sarah some ote principles nat undere te Maton Fat played aut Ten year aps, property maragemest ane see whee ‘ay we work wil become nctesingy ne ofthe Wingr me did was manutac. Rappers Thy apes hecho nrmon and even nec nine ren uecoalng towers frlgecommecsi serafenmagee ‘carory.i parca bebe wee Dulkings. In taking nih the property We pied up taitlimestent of Eegmnumton abet wre Set bn pec, "nex whee me ‘setcomtinousy and azanialy-witys0Me of ur salspeonle began oheat_ yess tas hans The be cee ut formulating complcated miion commen retain Toe cusomershegt_ Peo bse ating ened ak ‘atenens and sates announcing Ianing abou We higncon ain fone with bank sie en more tureh ortpaown aircinenor bong. taining the towers So ou salespeople more busmeascom tevcoh eden, Ingin an army ofchagermaragement pany toa services and Internet company? ‘5. What would most manufacturers do before changing from making cooling towers to managing buildings? Describe Semco's Internet ventures What isthe ultimate measure ofa business's success? 6 2 8. What happens every six months at Semeo? 9. What makes Semco an unusual place to work? 10, Describe the Lost in Space progeam at Semeo, 1 ‘Why does Ricardo Semler believe that decisions should be made quickly and openly? 12, What has Ricardo Semler learned from his 20 years at Semco? 13, How would you lke to work at Semco? What ae the advantages and the dis- advantages?Mo Slut Rago Buns, sono Eaten Analysis Gircle the letter next tothe best answers). Justify your choices with quotations from the text 1. What is the main idea ofthe article, and in which paragraphs ist stated? 1 Ricardo Semler believes that the feeedom and creative opportunities his com> pany provides to employees will become more and une important in the new economy, When employees are restrained by rigid rules, they are of less benefit to their ‘organization and become stagnant. Offering 11 diffrent compensation plans is one ofthe most unusual aspects of Semco, 4, Semco serves as a model for many companies around the world, even though its management methods are unusual 2. What isthe meaning ofthe italicized word in this sentence in “Eleven Ways to Pay"? "There are 11 compensation options... And because the options ca be ‘combined in different ways, there is avast number of possible permutations a. rewards ». problems solutions 4. variations 3, We can infer the following from this statement in paragraph 19: “The company ‘remains a work in progress—and I hope it stays that way forevex.” - Semler has strongly encouraged progressive and unusualideas in his com: pany because he believes in erativiy >. Expansion of a profitable business through partnershipsis always a good ‘management strategy. © Achieving well-defined and measurable goal is emphasized by Semco's top ‘management, 4. Semler believes tha his company should continue to develop by being dynamic, flexible, end open to change,|The author's writing style in this article is ____and 4. impersonal b peesonal «. conversational a. wcademnie “The cone ofthe article is a, subjective i. objective «humorous 4. serious . What overall method of development is used in this article? 4. analyzing a technical proposal », enumerating steps in an administrative process «chronologically describing a problem 4, justifying a method through analysis of causes and eects In the conclusion tothe article ("Staying Free"), what echniques does the author use? | contrasting ideas b. parallelism «direct quotations 4. definitions