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a Your Personal Brand Scott Gibson CIO & SVP, Distribution and Strategic Services
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Your Personal BrandScott GibsonCIO & SVP, Distribution and Strategic Services
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An obligatory show of humility
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About Best Western
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We are primarily a marketing and technology business
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The 2013 US online hotel market is estimated at $41 billion
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Why worry about your personal brand?
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Large IT projects routinely fail…
McKinsey Quarterly / Oxford University, “Delivering Large-Scale IT Projects On Time, On Budget, and On Value”, Oct 2012
• Projects estimated at $15 million or more:– Run over budget by 45%– Run over schedule by 7%– Deliver 56% less value than planned
• Put another way: About half the time, achieving the expected benefits of the original $15m project costs $59m
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…and it’s not just the large ones.
Pearl Zhu, Enterprise CIO Forum, “IT Project Failure: Symptoms and Reasons”, Feb 2011
• US companies spend $250 billion each year on IT application development, but:– 31% of projects are never completed;– 53% will cost twice their original estimates;– Less than 30% meet their stakeholders’
expectations.
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The business application environment is becoming
increasingly more complex…
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…leading to more failure and higher costs to recover.
Aberdeen Group, “Data Center Downtime: How Much Does It Really Cost?” ,2012
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The cost of downtime varies dramatically by industry…
Compuware, “Application Performance Management Best Practices”,2013
…but is sufficient to erode confidence in IT leadership.
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IT budgets have not recovered, and are declining in 2013.
Gartner, “Hunting and Harvesting in a Digital World” ,2013
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It’s never been more dangerous to be a CIO.
• Ever-greater demand for IT products and services• Consumerization / commoditization of IT• Proliferation of devices & apps• Growth of ‘shadow IT’• Adoption of social media tools for business
communications• The promise of ‘simpler’ SaaS, infrastructure service
models
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Only 17% of CIOs have a position on the executive
leadership team.
Ernst & Young, “The DNA of the CIO”, 2012
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1 in 4 departing CIOs has been fired…
CIO.com, “One In Four CIOs Fired for Performance”, Kim S. Nash, 3/11/2009
…while at larger companies, it’s 1 in 3.
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CIOs have not become the strategic partners we need to be…
Ernst & Young, “The DNA of the CIO”, 2012
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…and our peers don’t see our value the same way we do.
Ernst & Young, “The DNA of the CIO”, 2012
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64% of CIOs are content to be CIOs…
Ernst & Young, “The DNA of the CIO”, 2012
…and their peers think they’re not going anywhere.
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IT people are uniquely positioned to understand the
business.
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But IT people somehow don’t capitalize on that advantage
Computer Associates, “The Future Role of the CIO Becoming the Boss”, Oct 2011
• Just 4% of CEOs previously served as CIO– 29% previously served as CFO– 21% previously served as COO
• At the same time, some 31% of CIOs have never held a technical role before
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What image do IT people project?
Ernst & Young, “The DNA of the CIO”, 2012
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To rise to the CIO level and beyond, IT leaders must
change how they’re perceived by their business peers.
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Elements of a successful personal brand
• Operational excellence• An effective management team• An understanding of the core business• A track record for business process transformation• The ability to communicate with business leaders,
clearly and in their language• A scope of control or influence which extends
beyond the IT organization• The bandwidth and desire to take on more
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Attributes to avoid or shed
• Being the senior technician• The use of IT jargon• A focus on technology for its own sake• The ‘service provider’ mentality• The defender of the status quo• The trend-chaser
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How do you think about yourself?
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Thank you!
