Pepsi REFRESH: The Empowerment of a New Generation

I was very excited to hear about the Pepsi REFRESH project when it was announced at the beginning of the year.  CEO Indra Nooyi’s decision to allocate marketing dollars to a community-reinvestment effort deserves great applause as it stands as a prime example of progressive, conscientious 21st centruy leadership.  By shifting Super Bowl advertising dollars to philanthropy, Pepsi is making a smart investment in marketing and in communities. 

The program is simple.  Pepsi REFRESH invites anyone to submit a grant proposal for a project - all proposals are then judged by the Pepsi's online community, from their dedicated Facebook fans and Twitter followers, and beyond.  Grants of $5,000 to $250,000 are awarded to dozens of applicants every month. 

This project is exciting on multiple levels.  First, it marks an encouraging departure from a dated era where corporate philanthropy and community empowerment was seen as a “nice-to-do," only done to enhance a firm’s public image.  Over the past generation, corporate philanthropy has been impacted by Milton Friedman’s view that business is a “profit maximizing” entity, rather than an institution chartered by society as a steward of its financial and social well-being.  But now, the idea that philanthropy is better left to shareholders is fading away - and I am glad to see Pepsi reinforcing a new ideal.

Second, Pepsi Refresh represents a marketing innovation.  Indra Nooyi has long been at the forefront of progressive leadership, but green-lighting this project shows that she and her team at Pepsico are committed to exploring new ways of engaging customers.  Instead of bombarding viewers with Super Bowl advertisements, Pepsi is seeking out their customers where they live – offline and online – and delivering value to their communities.   Millions of Pepsi customers are engaging in social media and connecting online, actively seeking company engagement on this level. People want companies that seek out their advice and ideas, companies that talk with them in the way they want to communicate.

Third, this project is an investment in the next generation of leaders.  The Pepsi REFRESH project empowers community activists, students, small business owners, and non-profit overseers in an unprecedented way - with no-strings-attached investments in their projects and complete corporation-backed empowerment.  Not only is Pepsi providing funding for these projects, they’ve left the decision-making in the hands of the masses.  Votes online will dictate what project - what up-and-coming leader - receives funding, not votes around a boardroom.

The Pepsi REFRESH project represents a monumental effort to be a trend-setter by redefining corporate marketing and customer engagement.  If Pepsi is “the choice of a new generation,” then Pepsi REFRESH may well be “the empowerment of a new generation.”

Podcasts & Reviews: 7 Lessons For Leading In Crisis

At the World Business Forum this past September, I had the pleasure of hosting a reception with the top business bloggers in the country who in attendance cover the events.

I’ve remained in contact with many of them, and recently connected with Jonathan Fields for a podcast to discuss my latest book, 7 Lessons for Leading In Crisis.  We also took a deeper dive on crisis-time leadership and social media. 

Here’s what Jonathan had to say about the conversation:

“In this candid interview, Bill and I cover everything from leading in a time of crisis to the true meaning of success on a personal level. He reveals not only his thoughts on business, but on family, life, passion and people. And, you’ll never believe what he’s been doing twice a day since the 70s; it’s something he says has been instrumental in his success.”

You can listen to the entire conversation here: Behind The Leader: A Candid Conversation with Bill 

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WBF alum, Steve Todd was gracious enough to review 7 Lessons for Leading In Crisis.  I’ve included a few excerpts below:

“Overall I enjoyed the unique point of view on the financial crisis, as well as the framework for evaluating leadership. It's a good reference book to keep handy during tough times.”

“If I want to evaluate my own leadership skills during a crisis, the book is an excellent place to turn. If I want to evaluate a public official, or a corporate executive, and formulate a thoughtful opinion of their performance during a crisis, I would refer to this book.”

You can read the rest of the review here: Book Review: 7 Lessons For Leading In Crisis.

Many thanks again to Steve and Jonathan!

Interview With "Hello Viking" On Leadership & Social Media

I recently sat down with Tim Brunelle at Hello Viking to discuss issues surrounding leadership, my lifelong passion, and social media, my recent fascination.  It was a great conversation stretching across the morning, and I've included some video highlights here, courtest of Hello Viking:

How important is humanity, transparency, and authenticity in corporate leadership?

How do you coach corporate leaders with regard to social media?