Harvard Business School Confidential
Contents
PART I PERSONAL
CHAPTER 1 HOW MONEY WORKS
“GETTING A GOOD JOB IS A DUMB IDEA”
CASH AS YOUR ULTIMATE EMPLOYEE
POSSIBLE SOURCES OF INVESTMENT INCOME (I): REAL ESTATE
POSSIBLE SOURCES OF INVESTMENT INCOME (II): PUBLIC STOCKS
CHAPTER 2 YOU CAN NEGOTIATE ANYTHING
YOU ARE CONSTANTLY NEGOTIATING
UNDERSTAND THE OTHER PARTIES’ REAL INTEREST
KNOW THE BATNA
REFRAME
LISTEN
BUILD A GOLDEN BRIDGE
CHAPTER 3 SPEAK SO PEOPLE WILL LISTEN
“A” FOR ARTICULATE
A PICTURE IS WORTH A THOUSAND WORDS
WHEN YOU’RE IN A HOLE, STOP DIGGING
CHAPTER 4 IT’S WHO YOU KNOW
WHY NETWORK
WHO TO NETWORK WITH
WHERE TO NETWORK
HOW TO NETWORK
CHAPTER 5 IT IS BIGGER THAN YOU
PRIORITIZE
PLAN B
ASS-U-ME—TRITE BUT TRUE
PART II OPERATIONS
CHAPTER 6 PROCESS
THERE IS A PROCESS FOR EVERYTHING
BEST PRACTICE PRINCIPLES
PROCESS MAPPING
CHAPTER 7 HUMAN RESOURCES
AIM TO BE THE STUPIDEST BOSS
HIRE SLOWLY, FIRE DECISIVELY
DON’T PLAY THE SLOT MACHINE
HAVE A POWER TRIP
CHAPTER 8 MARKETING
THE FANTASTIC FOUR P'S
PRODUCT: BETTER FIRST BEST?
PRICE: TO FIGHT OR NOT TO FIGHT
PROMOTION: WHERE IS THE MONEY?
PLACE: WHAT IS THE MAP LIKE?
CHAPTER 9 SALES
PEOPLE: BORN OR MADE, OR BOTH?
PERSPECTIVE: DON’T LOSE IT
PROCESS: MAKE ANYONE A BETTER SALES REP
PERFORMANCE MANAGEMENT: MEASURE TOP, BOTTOM, BACKWARD, FORWARD... ALL DIRECTIONS
CHAPTER 10 FINANCE
PROFIT IS NOT CASH
LET BYGONES BE BYGONES
ASK, NICELY
IPO: THE HOLY GRAIL?
PART III STRATEGY
CHAPTER 11 THE BIG PICTURE
WHAT IS STRATEGY?
PORTER FIVE FORCES FRAMEWORK
PORTER GENERIC STRATEGIES AND PORTER VALUE CHAIN
WHAT GETS MEASURED GETS DONE: THE BALANCED SCORECARD
DIY SKELETON FRAMEWORK: THE TREE
CHAPTER 12 FILLING IN THE BLANKS
WHAT DATA?
WHERE FROM?
THE UNGETTABLES
LOGICAL DEDUCTION USING LIMITED DATA
CONSISTENCY AND TRIANGULATION
LAW OF ACCURACY
KEEP YOUR SENSE OF PERSPECTIVE
CHAPTER 13 “PLANS ARE NOTHING. PLANNING IS EVERYTHING”
BE A STORYTELLER
TIME LINE
THE BIG PICTURE
CHAPTER 14 THE CLASSICS
RAZOR AND BLADE
LOSS LEADER
SOUTHWEST AIRLINES
MERGERS AND ACQUISITIONS
ROLL-UP
READY, FIRE, AIM
EARLY MOVER
BUNDLING
CHAPTER 15 FINAL WORDS
ONLY THE PARANOID SURVIVE
HAVE THE TIME OF YOUR LIFE
STICK TO IT
APPENDIX A: “WHY” AND “SO WHAT”
APPENDIX B: KEY INTERVIEWING TECHNIQUES FOR DATA COLLECTION
SETTING UP THE INTERVIEW
PREPARING FOR THE INTERVIEW
CONDUCTING THE INTERVIEW
AFTER THE INTERVIEW
APPENDIX C: CAGR SHORTCUT
APPENDIX D: CHANGE MANAGEMENT TOOL: DICE
INDEX
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This book is dedicated to my parents, Peter and Amy and my husband, Vincent
PART I
PERSONAL
1
HOW MONEY WORKS
“GETTING A GOOD JOB IS A DUMB IDEA”
Most parents and teachers would tell you: “Study hard in school, get a good job, receive a good salary, and live happily ever after.” In fact, when I was a senior at Stanford, the only thing my friends could talk about was how to get a good job at a consulting firm or at an investment bank.
There is nothing wrong with getting a good job if you just want a stable life. A good job, by definition, pays well and has good career advancement opportunities. You will save up and eventually will be able to buy a nice place to live in, own a car, and send your kids to school. Although you will most likely always have to be careful with your expenditure to make sure you can pay the mortgage and the school bills, you will still be somewhat comfortable. You will most likely be in the good solid middle or slightly upper middle class.
However, to most Harvard Business School (HBS) students, “getting a good job” is a means, not an end. HBS students do not think of “getting a good job” as the ultimate goal for several reasons:
a. If maximizing wealth is your ultimate goal, then salary is not the most efficient source of income.
HBS teaches you to differentiate between two types of income: linear and investment. Linear income depends on how much time you put in. In a way, it is selling your time at a certain price per unit of time. Salary is a linear income. You put in one month and you get paid for that one month. No more, no less. The more valuable your time is because of your experience, competence, or tenure, the more you get paid per unit of time. But you stop getting paid the moment you stop work.
Investment income, on the other hand, does not depend on how much time you put in. You invest money (and maybe also some time to do due diligence and some follow-up) and you get continuous payoffs. Your income is not directly correlated with how much time you put in. The payoff is not a result of selling your time. Rental income, stock dividends, book royalties, and savings account interest, for example, are investment income streams.
You put in money (and maybe some time) in the beginning and then you receive an income year after year. (Now a small test question: If you buy a small fruit shop and stand there selling fruit 12 hours a day, is your monthly income linear or is it an investment income? The answer is linear, because even though you are not working for a salary, If you stop working tomorrow, the fruit stand will have to cease business. But if you invest in the fruit stand and hire someone else to manage it while you just monitor the results as you see fit and pocket the profits, it is investment income).
Linear income is far inferior to investment income. After all, you stop generating linear income if you stop work. Linear income therefore is more risky. Also, you have only 24 hours a day. There is a limit to how much time you can put into your work. In fact, the secret of wealthy people is not only that they have more money but they also have more free time to enjoy life. Looking at wealth this way, many professionals are really not as wealthy as they appear. Doctors and dentists do not earn investment income from their profession. They have to keep seeing patients to earn money. If they take a year off, they have no income from their practice for the year. Also, the income level from their practice is more or less capped. There are only that many days a year and they can only see that many patients a day.
Of course, some jobs (such as major corporations, partnerships, or start-ups) give you stock options or outright grants of stock. This will mean your job now could generate investment income in addition to linear income. This is marvelous, but it should be noted that in major established corporations, employees have to be quite senior to get significant stock options. You may be able to get more stock options from start-ups. For example, I once met a wealthy HBS alumnus, and this was his story:
I was one of the earlier employees of a start-up back in the late 1980s. It was very small when I was there. I got some stock options but I did not think much of them as I was not very senior and the value did not seem much. Then I left the company. After the company got listed some years later, I would check the newspaper once in a full moon on the stock price. For years, it always seemed to be about the same level every time I looked. So I would sigh and not pay attention. One day I decided to sell the shares as they were not going anywhere. It was then that I found out the company had had many stock splits over the years and my stocks were worth a lot of money.1
Unfortunately, start-ups give more stock options because they have a high risk of failure. When the start-up fails, its stock options will be worth nothing.
b. If financial security is your ultimate goal, then working as an employee is risky.
You can lose your job, even when you are performing very well. Poor economy, strong competition, office politics, and a dozen other factors can make you lose your job. Even blue chip companies often have to lay off good performers as well as bad during economic downturns. In The Millionaire Mind, Thomas J. Stanley reports surveying 733 millionaires in the United States and finding that most of these millionaires worked for themselves. Paraphrasing and combining the thoughts of several of these millionaires, the author describes how the millionaires responded to the idea of safety and security in working for a salary rather than for themselves:
(Working for the others) may actually put you at greater risk . . . Having a single source of income . . . not being given the opportunity to learn how to make thousands of decisions . . . decisions you would have mastered if you were self-employed . . . you are not doing things that are in your own best (economic) interest for you to become successful in terms of becoming wealthy. . . . You are merely doing what is in the best interest of an employer.2
c. If job satisfaction is your ultimate goal, then working as an employee may also be less than satisfactory.
Office politics and the boss’s temperament, policies, and rules often affect the job satisfaction that can be derived from work. one of my very good friends worked for a famous consulting firm’s San Francisco office. He loves consulting work. He had always thought working for a major American consulting firm was his ideal job because he would get to work with top management of Fortune 500 companies even when he was just fresh out of business school. However, he quickly found he hated it. The key problem was the consulting company had a “free market” policy, which meant a project manager could choose the team members for a project. No transparency and no objective criteria. Project managers could choose whoever they wanted. So you can imagine what the environment was like. It was cutthroat and people would backstab, bad-mouth, and kiss up in an effort to get onto major projects. People would also do a lot of “face time”—hanging around the office till late in the night in order to look busy, to listen in to the latest gossip, and to “build relationships” whenever necessary. My friend quit after six months.
For all these reasons, many HBS graduates look at a job as a means, not an end. Many do work at a job, but they keep it in perspective. That is, they know why they are doing the job they are doing. Some HBS people look at their jobs mainly as a source of cash to fund their investments. They may like their jobs, but their goal is to maximize their salary to fund their investments. They spend much of their free time planning their investments.
In addition, most HBS people look at their jobs as an opportunity to learn, not just to earn. They want to learn to prepare themselves for when they own their own business (and generate investment income). They find jobs where they can learn and try to get new responsibilities all the time to acquire new skills. They do careful planning to ensure they are accumulating skills they need: industry expertise, management skills, financial tools, technical know-how, and the like. This is why so many HBS graduates go into consulting and management training programs. These jobs provide variety. Many HBS graduates consider changing jobs when they stop learning. This will help give them new skills and expand their social networks.
In addition, pay and number of years with the same company show an interesting relationship. You are always overpaid when you get a new job with new responsibilities. This is because you do not know much about the new job and you spend most of your time learning. But as soon as you stop learning, you are underpaid, because you are now working just for the money and you are not learning anymore. Of course, if you stay on and become very senior and pretty much irreplaceable, you might become overpaid again.
HBS graduates also look for stock options wherever they work. They negotiate hard on the terms of the stock options. Basically, a stock option is the option to buy company stock at an agreed price (the exercise price) between a start date (the option grant date) and a deadline (the expiry date). The lower the exercise price, the earlier the start date, and the later the expiry date, the better. Stock options gain value over time as the stock price increases (a form of investment income). If converted into stocks, stock options would generate dividends (more investment income). If sold, stock options generate a chunk of cash that can be used to invest in other areas.
CASH AS YOUR ULTIMATE EMPLOYEE
Here is a very simple but powerful way to look at money: see each dollar as your employee. This idea is well captured in the best seller Rich Dad, Poor Dad: “The poor and the middle class work for money. The rich have money work for them.”3 You have to put your employees to work, that is, invest your money.
Another way is to see every dollar as a seed that can grow into a huge tree. This is the power of compounding. You probably already know about compound interest. It is similar to what banks tell you when they say your money will “grow” if you leave it with them. You leave the interest in the bank along with the original investment. Over time, the interest earned on the interest on your original investments makes your return multiply like a seed growing into a tree and tree developing more seeds and more trees. But of course, savings accounts provide one of the lowest rates of return. So how much is one of these seeds really worth at a higher rate of return? Well, if you invest a dollar a day at 20 percent return per annum, you get your first million after only 32 years. At $10 a day bu
t 10 percent return a year, you still get your million in less than 35 years. This is the power of compounding! Albert Einstein is believed to have described compounding as the “greatest mathematical discovery of all times.” Ben Franklin, one of the U.S. founding fathers, is believed to have described compound interest as “the stone that will turn lead into gold. . . . Money can beget money, and its offspring can beget more.”4
Once you see cash as employees or as seeds that can grow into trees, you will of course want as much cash as possible. You will want to invest the cash so you can put the employees to work and grow the seeds into trees. So how to make sure you have as much cash as possible to invest? You can do so by clearly differentiating between investments and expenses, and by saving before spending on expenses.
An investment is something that generates or has the potential to generate cash income. An expense is something that will not generate cash. Investments turn cash into employees and get you more cash. Expenses mean you are killing your employees. For example:
Investment Expense
Bonds New car
Stocks New LV bags, new Armani shirts, and so on
Real estate Food, restaurants
Companies Movies
Collectibles Vacations
Your home Your home
Why mention homes twice? Most people see their home as an investment. But what do they do?
Instead of finding the best bargain, they pay market or even above-market price to buy the place they like most.
Instead of buying in an area that has the most appreciation value, they buy in an area where they would like to live, even if it is an overbuilt and overpriced area.
They spend excessive amounts on renovating and furnishing the place.
They buy something that stretches their means. They take on a big debt. As a result, their monthly mortgage payment is so big that they do not have money left over to make other investments.
By contrast, early in their careers, most HBS graduates I know look at their home as an investment. They buy at discounted market price and then trade up when they can sell at a good price. They will exploit leverage wisely and make sure they have enough cash left over after paying their mortgage to make other investments. Then when they accumulate enough wealth, they buy their dream home.