最新WhenMTVGoesCEO.docx
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最新WhenMTVGoesCEO
WhenMTVGoesCEO
WhenMTVGoesCEO
bySusanM.Keaveney
AsprofessorofmarketingattheUniversityofColorado,Keaveneyteachesmarketingmanagement,internationalmarketing,andservicesmarketingforthegraduateSchoolofBusinessandExecutiveMBAprograms.Shehasalsoworkedinretail,financialservices,andhealthcare,andhasbeenactiveinthe“internationalization”ofbusinessschools.
Inthefollowingarticle,SusanKeaveneyprovidesabroadofGenerationXers,underheadingssuchas“latchkeykids”,“life-balancers”,and“freeagents”.Sheconcludeswithanumberofquestionsabouthowmembersofthisgenerationwillbehavebythemiddleofthemillennium.
ThisarticleistakenfromActingonWords.
Whathappenswhenthe“unmanageables”becomemanagers?
“Whowilltakethehelm?
”isonequestionthatwillkeepCEOsawakeatnightinthenextmillennium.Mostwonderwhatcorporatecultureinservicesfirmswilllooklikewhenthe40millionGenXersintheworkforce–nowtwenty-andthirty-somethingemployees–takeoverasmanagers.
MuchhasbeenwrittenaboutGenXemployees,mostofitnegative.Earlystudiesaccusedthemofbeingarrogant,uncommitted,unmanageableslackers–disrespectfulofauthority,scornfulofpayingdues–tattooedandpiercedyouthswho“justdon’tcare.”Recentinterpretations,however,offersomenewandsomewhatdifferentinsights.
ArroganceorIndependence?
GenXershavebeencharacterizedasthe“latchkeykids”ofthe70’sand80’s;oftenleftontheirownbydivorcedand/orworkingparents,theseyoungpeoplebecameadeptathandlingthingsontheirownandintheirownways.Manybecameself-motivating,self-sufficient,andcreativeproblem-solvers.Theirindependence,whichbaby-boommanagerssometimesinterpretasarrogance,mayalsoreflectaneedtofeeltrustedtogetajobdone.
Asemployees,GenXersenjoyfreedomtomanagetheirownschedules.Theydon’twatchaclockanddon’twanttheirmanagerstodoso.Whetherworkisdonefromnine-to-eight–athome,intheoffice,oroverlattes–isirrelevanttothisgroupbecauseGenXersareresults-oriented.Theyseekguidance,inspiration,andvisionfromtheirmanagersbutotherwiseprefertobeleftalonebetweengoal-settinganddeliverables.
ManyGenXersexcelatdevelopinginnovativesolutions,butneedclear,firmdeadlinestosetboundariesontheircreativefreedom.Theyhavebeenknowntobristleundermicromanagementbutflourishwithcoachingandfeedback.
Techno-Babes
GenXgrewupwithrapidlychangingtechnologyandtheavailabilityofmassiveamountsofinformation.Manydevelopedskillsatparallelprocessingorsortinglargeamountsofinformationquickly(whichissometimesinterpretedasashortattentionspan).Mostareskilledatunderstandingandusingtechnologies,adaptquicklytonewplatforms,andarepracticedatlearningthroughtechnologicalmedia.Theyvaluevisualaswellasverbalcommunication.
GenXemployeesexcelinatechnologicallyadvancedenvironment.Theydemandstate-of-the-artcapabilities,suchastelecommuting,teleconferencing,andelectronicmail,inordertoworkefficientlyandeffectively.Tobaby-boommanagersthismayseemtobeapreferenceforimpersonalmeansofcommunicating,livingandworking,butGenXersdonotseeitthatway;forexample,theyhavemodifiedelectroniclanguageandsymbolismtoexpressemotionssuchassurprise,angerandpleasure.
GetaLife
GenXemployeesdon’tlivetowork,theyworktolive.Theyplaceahighvalueonprototypicalfamilyvaluesthattheyfeeltheymissed.Havingobservedtheirparentstradepersonallivesfor“thegoodofthecompany,”thisgroupwantsbalanceintheirlives,demandingtimeforwork,play,family,friends,andspirituality.GenXemployeesareskepticalofforgoingtheneedsoftodayforalater,uncertainpayoff.
Whenonthejobmarket,GenXerswillopenlyasklife-balancequestions.Thiscanbeaturnoffforunpreparedinterviewersusedtoclassicbaby-boomerscriptsfeaturingsuchlinesas“HowcanIbestcontributetothecompany?
”and“MygreatestweaknessisthatIworktoohard.”
Incontrast,GenXerswanttoknow“Whatcanyoudotohelpmebalancework,life,andfamily?
”Theyexpectcompaniestounderstandandrespecttheirneedsasindividualswithimportantpersonallives.Thisfocuson“gettingalife”causesometolabelthemasslackers.Viewedfromanotherperspective,however,GenXerscouldbeseenasbalancedindividualswhocansetprioritieswithintimelimits.
JustDoIt
GenXgrewupwithscandalsinpolitics(Watergate,Whitewatergate),literature(TheEducationofLittleTree),journalism(JanetCooke),business(IvanBoesky,MichaelMilliken),entertainment(MilliVanalli),professionalsports(PeteRose,TonyaHarding),andreligion(JimandTammyBakker).It’snotsurprisingthatthey’recynicalaboutauthority,irreve
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