To make sure these programs really adopt a startup mentality, Bracken literally embeds entrepreneurs in them. “We bring entrepreneurs in to run seed programs,” he said. “The guy who runs our second biggest business is an entrepreneur.” And Bracken says the move confounded recruiters. “They kept looking for someone who ran big companies. We hired someone who five years ago took a $40 million business to a billion. That’s the type of people we want.”
“We are enabling the core and getting more from it,” he says. Logitech traditionally did not have much of a focus on ergonomics, for example, and now the company has a great focus on them, enabling them to compete around the edges. He says an example of this is their mouse and keyboard business-a relatively mature category but now where some of the most exciting innovations in the company are coming from. The teams that Bracken has empowered are taking a fresh look at who Logitech is targeting in this area and inventing new products for them. Many companies have tried and failed to adopt such radical approaches-but not Logitech. The people of Logitech embody the Four “E”s, with a global network of partners and resources that are co-creating the next-generation of products, services and ventures.īracken says of all the Four “E”s, enabling entrepreneurship among the core might be the hardest thing to do. The idea here is to empower current employees to think and act like entrepreneurs, but that can be challenging. Logitech, however, has this organically in their DNA. The company is focused on enabling its people to pursue their passion, but that takes a lot of work. Bracken says, “we created a culture that enables people to think in an innovative way about what needs to be done. They have a lot of independence-and not just senior management, but the whole company.” The most impactful organizations that I’ve worked with focus on the Four “E”s: Enable the core Embed the Entrepreneurs Escape the Mothership and Engage the Ecosystem.
There are many entrepreneurial dancing styles that Fortune 500’s are deploying to improve growth and act more like startups.
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