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Ford continues to push further

Alan Mulally and Steve Wozniak

We’ve seen many large companies, particularly automakers, rest on their laurels and become insular organizations. It’s easy to get into this rut when you measure profits in the billions and you have a huge bureaucracy.

But we’ve also seen how this attitude can lead to disaster, with the auto industry being just one example. Remember Atari? The flip side to measuring profits in the billions is measuring losses in the billions as well when things go wrong.

The culture at Ford seems very different today as the company tries to demonstrate each year in its Further with Ford conferences, where media members, bloggers and social media influencers from a wide variety of backgrounds are invited to hear from company officials, attend panel discussions from thought leaders, and of course get introduced to new Ford products and initiatives.

We were happy to attend the Further with Ford conference again this year, and CEO Alan Mulally kicked things off with an address on Monday night and was joined on stage by tech icon Steve Wozniak who would join the technology panel the next day.

Along with Chairman Bill Ford who spoke to us the next morning, Mulally has set the tone for the new Ford. The company is fiercely competing in the marketplace, while also trying to identify and adopt to trends in our fast-changing world that can impact their products on how consumers use them. Bill Ford repeated the example of car-sharing service ZipCar and how companies like that are challenging past assumptions about the auto market. Rather than ignore this development, Ford persuaded his skeptical executive team and decided to partner with ZipCar, which then ended up being an effective platform to promote Ford vehicles.

What’s most impressive about these conferences is Ford’s willingness to have real discussions with independent thought leaders who will speak their mind about the topics at hand. In one panel called “Returning to Your Senses,” the panel addressed how gadgets are infiltrating every waking moment of our lives. While Ford executive Gary Strumolo was touting new ways to interact with Ford vehicles to monitor health, MIT professor Sherry Turkle was explaining how our addition to devices was potentially harming our children, our relationships and our ability to have much needed moments of solitude. The resulting discussion was a very good one, but it showed that Ford was less interested in a scrubbed-over PR message as opposed to generating a real conversation. This willingness to address the ideas that challenge company priorities is critical to having a dynamic culture that will make a company thrive, as opposed to an insular culture where the executive team’s decisions are treated like dogma. By listening to concerns of thought leaders like Ms. Turkle, hopefully Ford can make better and informed decisions as they add more technology and interactivity to our vehicles.

The same dynamic was present in the technology panel. Ford unveiled a series of videos showing the Ford Evos concept car and how it might interact with a driver in the future. Some of the ideas were interesting, while others seemed to be trying to find a driver need or desire to fit a technology. The personalization features prompted a series of privacy questions and concerns from the media, and Steve Wozniak didn’t hesitate to emphasize that concern, pointing out that Ford and other large companies couldn’t just rely on acceptance of terms and conditions when someone starts using new features, because we always say yes in order to proceed. Instead, a real system that lets users know how their information is used with easy opt-out options for each feature is critical. That discussion probably wasn’t at the top of the Ford representative’s list as he wanted to focus on the cool new features, but again the panel was able to have a real discussion about privacy along with the technology.

The best panel by far covered design and included author Seth Godin, Jay Ward from Pixar, retailing entrepreneur Rachel Shechtman and Ford design chief J Mays. Godin touched on one of his favorite topics, as the concept of “normal” is fading away as society becomes more interconnected, making it easier for like-minded people to interact. With that in mind, companies who try to please everyone by aiming at the middle are having less success, while targeting groups who were once considered weird, or outside the mainstream, with excellent products can now lead to greater success. We’re seeing that thankfully in the auto industry as we’re seeing far fewer vehicles that seem to have been designed by committee. In trying to please everyone, you please no one.

Seth Godin

Another interesting story came from Jay Ward, who explained how Pixar approached one unnamed Detroit automaker about collaborating when Pixar was making “Cars” but was turned down. But J Mays and Ford gladly accepted the invitation. It may seem like an obvious decision now, but in old Detroit it’s not surprising that wouldn’t consider such a partnership.

Lastly, I got to drive some great cars as well and I’ll be following up with reports on each of them. The one that stands out was the Ford Fusion plug-in hybrid, which is just one example of Ford’s push into electric vehicles. In this hybrid Fusion, the braking system helps to recharge the battery, and each time you brake the dashboard will let you know how efficient you were in terms of transferring energy to the battery as a percentage all the way up to 100%.

Innovation requires a culture that is willing to challenge established beliefs. It can be difficult for large companies to develop and then maintain such a culture, but it appears Ford has found a formula that works.

Ford Fusion plug in hybrid

  

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