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Exclusive- Kraft's new marching orders:
Feb 17, 2009

This latest move on the part of Kraft Foods, " Make Today Delicious" is designed to bring the 100,000 people of Kraft together and break some of the silos that have come about  from numerous acquisitions. Purpose defines who you want to become and values guide your behaviors in achieving that purpose. To support this transformation a new logo has been launched .

"The message is clear, that while outside investors are interested in financial returns, they will be looking for proof that our higher purpose is leading to better financial performance." so says Rosenfeld.  Driving this form of transformation will require concentrated efforts and attention to the details of attitude change by everyone.. Creating a logo and willing it to be is not enough.....

Purpose must be adopted by all and values must  guide associates to change the behaviors .  With unbending and dedicated concentration in time, a new culture can be formed.  This is a journey with many twists and turns.  Jim Haskett of Harvard proclaimed years ago that associate satisfaction, leads to customer satisfaction that leads to shareholder satisfaction.  The words are clear and uncomplicated; however the path to get there is covered with bumps, potholes, twists and turns that require  focus and leadership from the top.  How Irene does what she does  with this transformation will determine who Kraft becomes and how they will be remembered.  Everyone will be looking to her and her  personal leadership. Rea d Reuters Article


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