Trying to Persuade and Other Big Mistakes Marketers Make

With more than $7 billion in annual revenue and 24,000 employees, SAIC provides engineering, digital, AI, and mission support to defense, space, intelligence, and civilian customers. CEO Toni Townes-Whitley took the helm a year ago, after stints as a senior executive at Microsoft, CGI Federal, and Unisys. She discusses her approach to strategic transformation at SAIC through fine tuning and employee upskilling, rather than wholesale change. She also shares how the company is incorporating cutting edge technologies, like generative AI, with appropriate safeguards for government clients.

Around the world, the past few years have been marked by increasing political polarization and public outrage. Like it or not, this spills over into the business world, with employees, customers, and shareholders more willing than ever to challenge companies -- and one another -- on a range of issues. It's hard to know how to lead gracefully in such turbulent times, but Karthik Ramanna, professor at the University of Oxford's Blavatnik School of Government, has some answers. Drawing on his work with government officials and corporate executives, he walks us through the root causes of our current crisis, explains how to effectively navigate through disagreement, and offers practical takeaways for managers at every level. Ramanna is the author of the book The Age of Outrage: How to Lead in a Polarized World.

Reid Hoffman is one of the most prominent and recognizable voices in Silicon Valley, and after predicting some of the biggest trends that have shaped our world in the last 25 years, he is sharing his thoughts on the future of artificial intelligence. In this interview with HBR Editor in Chief Adi Ignatius, Hoffman shares his approach to managing technological change and innovation, explains why he thinks generative AI won't destroy jobs, and imagines how these new tools will transform our world. Spoiler: It's all about managing technological change and innovation the right way. Previously, Hoffman founded or co-founded PayPal, Inflection AI, and LinkedIn, where he served as CEO and is now its executive chairman. He’s also an active early-stage investor at Greylock Partners, host of the Masters of Scale and Possible podcasts, and author of the forthcoming book Superagency.

We live in an age of data. But having powerful tools to gather employee feedback doesn't mean you’ll get powerful results. It’s challenging for executives to turn that feedback into substantive action. New research from Ethan Burris, professor of management at the McCombs School of Business at the University of Texas at Austin, sheds light on how to weed through all the data, make sure workers feel heard, and turn employee insights into real results. Burris is a coauthor of the HBR article "What Companies Get Wrong About the Employee Experience."

Unwelcome employee turnover can create big problems for managers, teams, and organizations, so it's important to understand the real drivers of attrition. New research from Ethan Bernstein, associate professor at Harvard Business School, and Michael Horn, cofounder of the Clayton Christensen Institute, points to a host of push and pull forces that cause workers to jump ship and also outlines better retention strategies. They are the coauthors, along with Bob Moesta, of the HBR article "Why Employees Quit" and the book Job Moves: 9 Steps for Making Progress in Your Career.

Managing is a tough job, sometimes a seemingly thankless one where you can feel squeezed from all sides. But for team leaders who are feeling burnt out or overwhelmed with their job, Daisy Auger-Domínguez has advice on regaining your joy at work. She recommends various techniques to incorporate optimism and well-being into your management role. They include remembering your purpose, embracing a beginner’s mindset, keeping a folder of positive feedback as inspiration, and celebrating the contributions of team members. Auger-Domínguez is a workplace strategist and the author of the HBR article "Finding Joy as a Manager — Even on Bad Days."

There was a time when business leaders and managers didn't worry so much about psychology or other social science research. Malcolm Gladwell's writing played a big role in changing that. His popular exploration of tipping points — the phenomenon where small, incremental actions can suddenly fuse into a full-blown social behavior — brought research insights to life and made them mainstream. Now he's revisiting tipping points, this time looking at how they can be used for damaging results. In this episode, HBR editor in chief Adi Ignatius speaks to Gladwell about how the author’s ideas have changed, the importance of social science and journalism in today's world of virality, and the unexpected ways leaders should consider human behavior. Gladwell is the author of the new book Revenge of the Tipping Point: Overstories, Superspreaders, and the Rise of Social Engineering.

Many companies are investing heavily in artificial intelligence right now, hoping to improve both efficiency and innovation. But, as with any technology that sees widespread adoption, AI itself won't be enough to build a long-term advantage over competitors, says Jay Barney, professor at the University of Utah's Eccles School of Business. Yes, leaders need to deploy these new tools, especially those that use GenAI, to stay relevant. But they also need to think about how AI can be applied to their business' differentiating competencies and offerings to truly add value. Barney is the coauthor, along with Martin Reeves of Boston Consulting Group, of the HBR article "AI Won't Give You a New Sustainable Advantage."

We live in a world that seems more divisive and polarized than ever, and it’s common to describe this phenomenon as tribalism. But Michael Morris, professor at Columbia Business School, says that term is often misunderstood and that tribal instincts can in fact be very positive influences in society and at work. He uses the lens of cultural psychology to explain the deep-seated instincts behind the human need to join and identify as a group. And he breaks down how team managers and organizational leaders can leverage tribal instincts in positive ways strengthen workplace culture. Morris is the author of the new book Tribal: How the Cultural Instincts That Divide Us Can Help Bring Us Together.

The worlds of business and politics might seem worlds apart, but executives can learn a lot from the most successful political communicators. Terry Szuplat spent several years on the speechwriting team for President Barack Obama, helping to carefully craft his messages and win over audiences. He has gone on to coach business leaders including Salesforce CEO Marc Benioff, and he says that many of the same principles for good speechwriting and delivery apply - whether you’re giving a presentation to your team, pitching a client, or making comments in a moment of crisis. He explains the importance of authenticity and personal stories, structure, language choice and presence. Szuplat is the author of the book Say It Well: Find Your Voice, Speak Your Mind, Inspire Any Audience.