Tom Peters, international management guru

What kind of employer are you?

I have to admit straight out - I'm a huge fan of Tom Peters. Fifteen years ago, I saw him perform on a video made from his book, Pursuit of Excellence. He strutted the stage, haranguing a group of car dealership owners on the importance of customer care - and he was inspirational. Since then, I've seen him a few more times on video and television, read some of his books and columns and have been to two of his live performances in London. I love his common sense observations on working life.

Why am I telling you this? I have a nephew in his early twenties, working for one of the largest insurance companies in America. He telephoned the other week and it came out how unhappy he is in his job. His problem is not with the job itself but how he is managed. My gut reaction was, 'Can you change things?'. His response was no. 'Then go somewhere else,' I continued. His father's advice was to stay where he was and take life's lumps. And then I happily came across Tom Peters' view on these matters which coincided with my own: "Life is too short to work with jerks."

Tom Peters has not only given advice about staff retention but about attracting employees in the first place. Some months ago, I wrote an article in Update about branding - how your name can be distinguished from competitors through the building up of a set of beliefs and values associated with your name. Peters advised companies to spend time and money building up their brand in the local community. Sponsor the local band, school, theatre, sports club or charity.

By sponsoring a particular organisation, you send out a message that your values are aligned with that of the organisation you sponsor. It may help you to sell your product or service. It can help you to attract employees who share your values - short and long term. Kids remember speakers who visited them at their schools, companies who have supported their teams. And kids have parents. And kids grow up and become employees!

Article by Carole Manship, printed in Cov. & Wark. Chamber Update; Photo taken from Tom Peter's book, Thriving on Chaos - Mon Aug 19 08:34:13 2002