How Mark Zuckerberg Effectively Communicates Facebook’s New 5-Word Mission Statement

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Mark Zuckerberg (Photo by Paul Marotta/Getty Images)

Facebook is a service that connects friends, families and groups. At least, that’s the way founder Mark Zuckerberg promoted the platform for its first ten years. Today he’s creating a new vision to guide the company for the next ten years. And he’s using an effective leadership method to do it.

Speaking in Chicago at Facebook’s first Communities Summit, Zuckerberg said, “For the last decade we’ve been focusing on making the world more open and connected…We have a responsibility to bring the world closer together.” Zuckerberg then introduced the company’s new mission statement, a vision that will act as the company’s guiding light. Zuckerberg, said Facebook, will exist “to give people the power to build community to bring the world closer together.”

Zuckerberg’s slide summarized the vision in just five words.

Bring the world closer together

One month ago, Zuckerberg articulated the vision in his Harvard commencement speech. The word ‘communities’ appears sixteen times.

“In our generation, the struggle of whether we connect more, whether we achieve our biggest opportunities, comes down to this — your ability to build communities and create a world where every single person has a sense of purpose,” he told the graduates.

As a former Harvard student and a current student of leadership, Zuckerberg might be familiar with the work of Harvard professor John Kotter. Kotter wrote a major paper on why business transformations often fail. Kotter concluded that one critical error that leaders make is failing to communicate a clear and concise vision.

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How Private Jet Travelers Were Still Flying Despite The Heat In Phoenix

If you tuned on the news this past week you learned this time there were no “tapes” and that airplanes sometimes can’t fly in extreme heat. Nearly 50 flights by American Airlines were canceled, impacting thousands of passengers when temperatures at Phoenix’s Sky Harbor Airport approached 120 degrees. While thousands of airline passengers were being inconvenienced by weather as happens to tens of thousands of flights per year, private aviation fliers in many cases were getting where they were going ahead of schedule.

In some cases, even when flights can operate in extreme heat, particularly at higher altitudes, to fly, the planes can’t take off at their normal maximum takeoff weight thresholds. Instead, airlines need offload passengers or luggage and sometimes both until they get down to a safe takeoff weight.

Jet Linx base locations
Jet Linx base locations

Website screenshot

Jet Linx base locations

Airlines also limit what they do for you in terms of providing meal vouchers and overnight accommodations when cancellations or delays are weather related. On airplanes that seat under 60 people, normal compensation rules don’t apply if you are bumped because of weight and balance needs, meaning you might not even get some hard-to-use vouchers.

Typically, you can hope for the airline to book you on the next available flight, competing against passengers either paying higher fares or with Lifetime Cubic Zirconium status in their frequent flier program. In the past airlines were more likely to try and find you a seat on a competitor, but they are stingier than in the past. In 2015 Delta Air Lines and American Airlines ended an interline agreement that provided that type of option.

What’s worse, is with domestic airline flights at near record high load factors, it is not unheard of that passengers are told the next flight with seats might be several days later. If you are traveling as a family, it also can mean the option that will get you where you want to go means splitting up, sometimes not an option with young children. In other cases it means late night searching for an airport hotel or sleeping on the floor of the terminal. While foreign airlines tend to keep their lounges open longer when there are delays, U.S. airlines that don’t want to pay overtime have their lounge employees close down on-time even when flights are severely delayed.

Private jet travelers aren’t feeling sharing your pain. In addition to being able to show up for flights as little as 15 minutes before departures and being out of the airport five or 10 minutes after pulling up to the FBO (the private jet terminal), they often don’t find themselves having their plans put to waste by things like weather.

It’s not that the way private jets fly is different than commercial airlines. In fact, some of the same types of regional jets that had their flights canceled by American Airlines earlier this week also fly as private jets, except not with 70 to 100 seats crammed in.

Still, having fewer passengers isn’t the entire reason private jet travelers are less likely to be impacted by weather. Whereas you as a passenger has to wait until an airline posts a weather waiver before they will let you change your plans without a penalty, and they still impose limits on what changes you can make, private aviation is customer centric.

While giving us a tour of its Omaha operations center and headquarters as part of a celebration tied to taking onboard its 100th aircraft, Jet Linx Aviation President Jamie Walker showed off how the aircraft management company and jet card seller keeps its customers moving.

From the time either an aircraft owner or one of its jet card members schedules a flight, Jet Linx starts planning for the flight, particularly any impediments that might come up from crew hour restrictions and possible mechanical delays to weather. Every of the scheduled flights is shown on a high-tech screen in its operations center, with yellow and red markers next to flights with potential problems its team has to solve. In fact, the team…

Heineken USA’s CMO Nuno Teles on tackling politics in marketing campaigns

Nuno Teles
Nuno Teles

What is your take on tackling politics in marketing campaigns?
Our approach is not to play with politics but to be true to our brand beliefs and our brand purpose. Heineken as a brand has always embraced diversity and progressiveness. We created our Worlds Apart ad to show what we stand for. The same with Tacate Beer Wall ad. We moved ahead with that to promote the fact we are a true Mexican brand, brewed in the city of Tacate, which is next to the border with the U.S., and we are proud of that. I believe brands need to be true to themselves and to the purpose of what they represent.

What’s your outlook for Heineken U.S.A. as CMO? I am focused on data-driven marketing and what are the implications into what we do and how we do it. We see very significant changes in the way we approach consumer marketing intelligence, and the way we approach media as a source of insights from our consumers. We have a model that focuses on science, storytelling, the speed at which we go to market, the physical store, and the experience consumers have.

Any recent evolutions in the way you approach marketing?
We are more eager to understand what consumers do, rather than what they tell us, so we are moving into behavior data. We often just looked at what our consumers told us, which gave us part of reality. The other part is what they actually do. Quite…

Like The Best Tech Companies, Publicis Launches A Great Strategic Pivot

People like to discuss “strategic pivots” in tech companies. The term refers to changing a company’d strategy dramatically in reaction to market shifts. Like when Apple pivoted in 2000 from being the Mac company to its focus on mobile – leading to the iPod, iPhone, etc. But everyone needs to know how to pivot, and some of the most important aren’t even in tech.

Take for example Netflix. Netflix won the war in video distribution, annihilating Blockbuster. But then, when it seemed Netflix owned video distribution, CEO Reed Hastings pivoted from distribution to streaming. He cut investment in distribution assets, and raised prices. Then he spent the money learning how to become a tech company that could lead the world in streaming services. It was a big bet that cannibalized the old business in order to position Netflix for future success.

Analysts hated the idea, and the stock price sank. But CEO Hastings was proven right. By investing heavily in the next wave of technology and market growth Netflix soared toward far greater success than had it kept spending money in lower cost distribution of cassettes and DVDs.

(From LtoR) Philippe Dauman, US actress and singer Selena Gomez, MTV President Stephen Friedman and US director Jon Chu attend a Viacom seminar during the 59th International Festival of Creativity – Cannes Lions 2012, on June 21, 2012 in Cannes, southeastern France. The Cannes Lions International Advertising Festival, running from June 17 to 23, is a world’s meeting place for professionals in the communications industry. AFP PHOTO/ Valery HACHE (Photo credit should read VALERY HACHE/AFP/GettyImages)

This week Arthur Sadoun, the CEO of the world’s 3rd largest advertising agency (Publicis) announced he was betting on a strategic pivot. And most in the industry questioned if he made a good decision.

Simply put CEO Sadoun announced at the largest ad agency awards conference, the Cannes International Festival of Creativity, that Publicis would no longer participate in Cannes. Nor would it participate in several other conferences including the very large South by Southwest (SXSW) and Consumer Electronics Show (CES.) Instead he would save those costs to invest in AI (artificial or augmented reality.)

In an industry long dominated by highly creative people, who love mixing with other agency folks and clients, this was an enormous shock. These conferences were where award winners marketed their creative capability, showing off how much they were admired by peers. And they wined and dined clients seeking to build on awards to gain new business. How could anyone drop out – especially an agency as large as Publicis?

In changing markets strategic pivots make sense

But strategically this makes a lot of sense. The ad industry was once dominated by ads placed in newspaper, magazines and on TV. But today print journalism is almost dead. The demand for print ads is a fraction of 20 years ago. And TV is no longer as prevalent as before. Today people spend more time looking at their smartphone than they do their TV. The days of thinking high…

Leveraging analytics to see the whole story

Leveraging analytics to see the whole story

The race to unlock the potential of data is on. According to IDC, the volume of data created worldwide will increase tenfold by 2025. This means we will have even greater access to a wealth of information, enabling more powerful business insights than ever before. Most organisations already have metrics in place to understand their data. But many are merely scratching the surface and are yet to uncover true data-driven possibilities.

The idea of data creating business value is not new. Business leaders have been making decisions based on data reports for years. In today’s hyper-connected digital economy however, the ability to access data visualisation and intelligent analytics in real-time is vital to organisations looking to gain a competitive advantage. Data-driven enterprises that have access to information at their fingertips have been found to outperform their industry peers by up to 6%. For business leaders, data analytics and visualisation can make or break key conversations with potential investors, partners and shareholders.

What does the data-driven enterprise look like?

As with most enterprises, data resides across a broad ecosystem of sources. The enterprise that can leverage all data, irrespective of its source or location, will be best equipped to act on insights now and into the future.

Data-driven businesses provide a framework for users to see the whole story when it comes to data. They offer the ability for users to input and analyse all their data. Analysis is not limited to preconceived notions of how data should be structured. They recognise that it is often within combinations of seemingly disparate data that innovations occur in today’s digital era.

Data-driven possibilities

With most companies collecting vast amounts of data from their business operations, and the growth of publicly available data, the time is now to leverage data analytics to make better decisions and realise strategic goals. For example, e-commerce retailers, such as Lazada in South East Asia, are leveraging business intelligence to effectively compete against global online retail giants, optimise their supply chain, increase operational efficiency and better support merchant and…

Experts Identify 6 Emerging Influencer Marketing Trends


Influencer marketing has become an area of strategic importance for marketing departments, according to a white paper Traackr published Thursday.

B2B technology companies are aware of the trend, according to the paper’s coauthor, business consultant Mark Schaefer, but they lag in implementing influencer marketing programs.

Interviews with 10 marketing experts — including some who built influencer marketing programs at Microsoft, IBM and Samsung — suggest that influencer marketing requires a fundamental shift in the marketing department, noted Traackr CMO Kirk Crenshaw.

Companies have to rethink how to go to market, he said. They also must acquire new skills, reconfigure measurement methods, and relinquish at least partial control of the message.

Trust in the subject matter experts is critical.

6 Emerging Trends

Experts interviewed for the paper highlighted six industry trends that currently are shaping B2B influencer marketing:

  • emergence of micro-influencers and their role vis-a-vis macro-influencers;
  • importance of leading with purpose rather than resorting to promotion;
  • relationship between expert voices and the brand voice;
  • need to move from campaign-driven activities to always-on engagement;
  • demolition of silos in favor of cross-functional collaboration; and
  • evolution of measurement from reach to outcomes.

Micro-Influencers and Macro-Influencers

Macro-influencers are celebrity endorsers — actors, retired politicians, YouTube and social media celebrities, for instance.

Micro-influencers, on the other hand, are individuals who work in their category or are truly knowledgeable, passionate and authentic. They are seen as a trusted source for buy recommendations.

Micro-influencers have more than 22 times more conversations each week than average consumers regarding recommendations on what to buy, based on…

New 3-D display takes the eye fatigue out of virtual reality

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The new display creates a 3-D image using optical mapping. An OLED screen is divided into four subpanels that each create a 2-D picture. The spatial multiplexing unit (SMU) shifted each of these images to different depths while aligning the centers of all the images with the viewing axis. Through the eyepiece, each image appears to be at different depth.

There is a great deal of excitement around virtual reality (VR) headsets that display a computer-simulated world and augmented reality (AR) glasses that overlay computer-generated elements with the real world. Although AR and VR devices are starting to hit the market, they remain mostly a novelty because eye fatigue makes them uncomfortable to use for extended periods. A new type of 3D display could solve this long-standing problem by greatly improving the viewing comfort of these wearable devices.

“We want to replace currently used AR and VR optical display modules with our 3D display to get rid of eye fatigue problems,” said Liang Gao, from the University of Illinois at Urbana-Champaign. “Our method could lead to a new generation of 3D displays that can be integrated into any type of AR glasses or VR headset.”

Gao and Wei Cui report their new optical mapping 3D display in The Optical Society (OSA) journal Optics Letters. Measuring only 1 x 2 inches, the new display module increases viewing comfort by producing depth cues that are perceived in much the same way we see depth in the real-world.

Overcoming eye fatigue

Today’s VR headsets and AR glasses present two 2D images in a way that cues the viewer’s brain to combine the images into the impression of a 3D scene. This type of stereoscopic display causes what is known as a vergence-accommodation conflict, which over time makes it harder for the viewer to fuse the images and causes discomfort and eye fatigue.

The new display presents actual 3D images using an approach called optical mapping. This is done by dividing a digital display into subpanels that each create a 2D picture. The subpanel images are shifted to different depths while the centers of all the images are aligned with one…

S.O.S. Time For CEOs: Why Are Some Allowed To Stay And Others Forced To Go?

WASHINGTON, DC – JANUARY 19: Uber CEO Travis Kalanick speaks at the Generation Now Inaugural Youth Ball hosted by on January 19, 2013 in Washington, United States. (Photo by Stephen Lovekin/Getty Images for

With the news of Travis Kalanick stepping down as CEO of Uberafter what seemed to be a dramatic meeting with investors, the world is watching to see how this news not only affects the company and tech industry as a whole, but also what it means for overall tolerance of how long CEOs can stay in power when it appears they have fallen on their sword.

It is no secret that CEO tenures are getting shorter and shorter. It seems that almost every day a well-known CEO is being shown the door or is quietly “taking a break”. Mark Fields of Ford, Jeff Immelt at GE, Mario Longhi of US Steel are just a few recent examples, all within a few weeks of each other. Rumors are also building that Avon CEO Sheri McCoy will “retire” early after years of struggling to get the cosmetics company on track. Elsewhere, Jack Dorsey, Twitter CEO, continues to face pressure to step down following a bot scandal and lack of user growth.

Of course, CEOs are under continuous pressure throughout their tenures – it’s part of the job description. But in recent months, it seems there is less and less tolerance among shareholders, activist investors, customers and partners, and even the media, to give under-performing, or mis-stepping CEOs time to rebound. But why do some CEOs weather the storm while others are grounded or bumped from the cockpit? When does the responsibility for bad actions end with the CEO exiting, along with other departures in the C-suite?

While the Uber story continues to play out, it’s interesting to contrast it with another controversial example: theUnited Airlinesalleged abuse of a passenger. Both the Uber and United episodes involved emotional and/or physical mistreatment. Both went viral and stoked public outcry. Both were in the news for weeks. But the endings were vastly different.

The United case was one of the biggest corporate firestorms this year. With more than 100 million views of the incident within hours of its posting, outrage spanned all the way to China, where a day later it garnered more than 550 million views and more than 240,000 comments on Weibo (China’s version of Twitter.) The passenger, who refused to leave his seat after he was randomly selected to de-board an overbooked flight, was violently dragged off the plane by the police, to the shock of onlooking passengers. The passenger suffered a concussion and lost teeth.

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United CEO Oscar Munoz was highly criticized for not immediately issuing an apology (he eventually did…three days later), and calls for his resignation started almost immediately.

United has since revised its customer service policy changes, including limiting the use of law enforcement, increasing compensation incentives for volunteers giving up their seats, and reducing the amount of overbooking. But why wasn’t Munoz forced out after this very high-profile incident?

It may have something to do with Munoz’s own leadership style, which is low-key, focused, predictable. He came from humble, blue-collar roots, making him relatable to many. He had returned to work early following a heart transplant. Munoz signed new contracts with contentious labor unions, and even recently hired the company’s “first chief storyteller.” He also invited Fortune to follow him around, resulting in a profile in which he sounded nothing like the stereotypical corporate CEO. And he had also recently been named PR Week’s“Communicator of the Year,” for rehabilitating the image of an airline once tangled in multiple image crises.

Yes, the passenger Dr. David Dao was mistreated horribly on a United plane. And Munoz’s initial comments minimizing the matter were defensive and off base. But he made significant changes to the airline’s policy to prevent this from happening again. All of…

How content drives revenue (and how to prove it)

In business, revenue is often the bottom line. Let’s face it, as marketers, if we’re not driving new customers and business isn’t growing, we’re not really doing our job. It’s up to us to drive business along with the sales team.

Something that intrigues me is how few people seem to understand that you can and do drive revenue with the content you create. I’ve had clients ask how you measure the success of a content marketing program, and it’s not a secret that we should keep guarded. We should be showing our clients exactly what we’re doing to drive revenue for them. By showing what we’re doing, we’re showing our worth and helping them understand what content is doing for their bottom line.

Whether you work for an agency and help clients or are in-house, you have someone you report to — be it a client, boss or board. And while within the industry, we feel that content is second nature, the reality is, it’s not in the broad picture. Many people outside of our niche industries don’t fully understand content marketing. Does your mom, dad, best friend or spouse really understand what you do for a living? Most don’t.

Driving revenue with content marketing

So how do you drive revenue with content marketing?

The most straightforward answer is found simply by looking inside your analytics account and finding out how much revenue each page or post has generated for your website. You can easily find out what your best-performing pages or posts are.

With some of my clients, we’ve found that inspirational content drove lots of revenue. For example, a major home goods retailer found great success with their blog posts that focused on design inspiration.

If we wrote a post that showed customers how to create a current season trend at home for less, we saw a big return. Customers liked being able to shop the blog post. We’d link the product URLs right in the blog post, and that allowed the customer to easily find the items. But it also allowed us to track the referring traffic to those URLs and see how much came from the blog post itself.

Behind-the-scenes or preview posts

Another great revenue-generating piece of content is often the behind-the-scenes or preview posts for a brand. We often find that the loyal customer base (i.e., the blog reader) wants to know what’s going on before the public. If we create a blog post that highlights a new product line and share a few sneak-peek images, we can start to create a bit of excitement over the launch.

If we want to track revenue on that post, we can go several routes — one would be to follow the referral traffic from the…

Ben Mahan Joins ARMCO as CTO

ACES Risk Management (ARMCO), the provider of financial quality control and compliance software ACES Audit Technology, has announced that it has hired Ben Mahan as Chief Technology armco.usOfficer
ACES Risk Management (ARMCO), the provider of financial quality control and compliance software ACES Audit Technology, has announced that it has hired Ben Mahan as Chief Technology armco.usOfficer

Officer. Mahan, was hired to support ARMCO as it moves into its next phase of growth. As CTO, Mahan will lead the company’s IT organization, and will champion the next phase of innovation and growth for ARMCO. He has more than two decades of executive-level technology experience that includes growing technology divisions for organizations in the e-learning, supply chain, healthcare and…