On Leadership

Don Tapscott (Author) Brad Anderson & Michele Azar (Bestbuy) Moderation: Peter Hirshberg (Technorati) Stephanie Czerny: The Internet will change everything. Don Tapscott (Author): Powerful new force to transform every institution. That's people. Digital natives. As the come to society and work they have a strong impact in society. He wrote a book 'Grown Up Digital'. This is the first generation that grew up digital. Time online is not taking away from their everyday life but from TV. When they are online they don't have a passive but active experience. This is creating a different generation. They have a different brain. Today teenagers are authoritative. Today we have a 'generation lap':

• They want freedom.
• They want to customize everything.
• They are scrutinizers.
• They have very strong values.
• They naturally want to collaborate.
• They want to have fun.
• They are a generation of innovators.

"I gave a copy of Wikinomics to my son." Few hours later he came back saying that he enjoyed the book and he created a Facebook community and rapidly created a large community. This is self organization. Social networking is becoming social collaboration and social discussion. Introduction by the moderator: Peter Hirshberg (Technorati) Brad Anderson & Michele Azar (Bestbuy) join the stage. How is the nature of a CEO changing in today's environment? We came up with a strategy and we try to expand it as fast as possible. Today we have a highly competitive market so today we have to adapt really fast. Displaying video on topic. The real value is in the collective knowledge of people. It's ultimately about individuals. What was it like introducing 2.0 in merchandising? It was a great opportunity to open up, be more efficient, better serve our customers. This is the way to break through, fill the gap with customers frustration, offer better support and more tangible experience. How do you deal with the fact that some people can't get into this collaborative era. Don Tapscott: They simply have to understand the PFE syndorm (Proudly Found Elsewhere) Displaying video about collaborative work environment by using social networks, WIKIs, back channels, social tools It's clear that we are moving into a new collaborative dimension. We can achieve what wasn't possible in the past, but what's needed are motivated people & leaders. It's about challenging the community to generate interest and participation. About losing control by enabling employees to use social tools. Michele Azar: We started to hear voices that couldn't be hear before so this represents a huge benefit. Brad Anderson: This makes it a better place to work and it helps to have a better and more concrete vision of where we are heading. Displaying video about commercials Comparing the 'company of yesterday ' and 'today's company': Don Tapscott: Yesterday the company sold to customers. Today it creates experience with customers, and this can be done only with this new generation of digital natives. Michele Azar: Today the world can innovate in our behalf. Displaying final video

• Extend the brand behind the 'one day website'.
• Experts can store the knowledge and customer can have access to it and interact with it.
• Online customer engagement through multiple channels.
• Open up and be where customers are.
• Gather information before moving on.
• Get possible solutions that go far behind what we used to achieve with a traditional approach

Opening up we have a much higher level of interactivity and this enables us to achieve better results. What's coming next? Don Tapscott : Companies can open up on the Internet and cooperate with the entire world. This is a completely different approach, it's exactly the opposite of the old school bottom-up. Question from the audience What's the ROI? For example you can do what's more difficult to do for retailers. We can get a much higher customer satisfaction and a better engaging experience. No more time for questions. End session.