PLAYBOOK

for ADP Canada

Sales Teams

Harvard Business Review (HBR) is an authority

when it comes to the world of business and

leadership. They are seeking to do a deep dive into

the world of Talent and have enlisted the Co-Head

of ADP’s Research Institute, Marcus Buckingham, to

spearhead that effort. He and Ashley Goodall have

authored the book Nine Lies about Work, which will

be released in April of 2019.

Nine Lies about Work uncovers the dysfunction

and frustration that pervades the workplace, and

encourages freethinking leaders to get past the lies

and discover what’s real.

In the run-up to the launch of the book, HBR is

launching the Freethinking Leader Coalition (FLC)

to unite leaders who are committed to empowering

people to bring the best of themselves to work, and

take organizations to the next level of performance in

the workplace.

All members of the Freethinking Leader Coalition will

have access to the FLC website where they will gain

exclusive access to pre-released content before the

launch of the book, and collaborate with Marcus and

Ashley, as well as a community of leaders who want

real change in the world of work.

ADP’s Nine Lies Campaign provides all ADP

Sales reps with instant credibility backed by a

trusted brand in the world of business (HBR) and

preeminent thought leader in all things people

and performance in the workforce (Marcus

Buckingham). It will provide you with the ability

to gain access to people and thought leadership

that you may not have had access to before, and

differentiate ADP’s value proposition from that of

our competitors, teeing up all our products and

offerings.

Take Advantage of Your Opportunity! The Nine

Lies Campaign helps you invite contacts into the

Freethinking Leader Coalition.

Contacts you invite to be members of the

Freethinking Leader Coalition will:

1. Receive a complimentary copy of Marcus

Buckingham and Ashley Goodall’s upcoming

book, Nine Lies about Work, immediately

upon its April 2019 publication.

2. Receive exclusive, pre-release content from

membership in the Freethinking Leader

Coalition.

3. Gain exclusive access to Marcus Buckingham

via live and virtual events. Events and

activities with each “truth” include webcasts,

“Influencer Evenings,” and even an opportunity

for dinner with Marcus.

What’s In It for You? You’ll stay visible, credible,

and relevant with your contacts — while acting as

a disruptor and challenging ADP competitors and

developing a new, unmatched value proposition

across ADP’s entire portfolio of products.

What’s Next? Turn this page to learn about the nine

lies, the real truths, and how ADP competitors miss

the mark. The sales playbook will help you exploit

the lie, pressure competitors, and showcase how

ADP solutions help enable the truth.

Nine Lies Campaign Background | Tagging Criteria | Calendar

You can also join the Freethinking Leader Coalition!

Log into the following site https://freethinkingleader.org/

Proceed to step 2

For order # enter ADP CAN Associate No Order

Log in & Get connected with fellow challengers and start taking action (This URL and coupon code are for

CAN sales only and for internal use ONLY. Your contacts will receive a unique code. ) Remember: Tag 3 contact / prospects (director level or above) in SFDC to campaign; CAN FY19 MAS NAS 9 lies Campaign

Your Competitors... Truth So Stop... Lie

1. People care which company they work for

People care which team they’re on

Measuring engagement across the entire company; it doesn’t serve a team leader.

And Instead, Start...

Measuring engagement at the team level.

Empower team leaders with relevant, real-time engagement data – so they can fuel performance of their teams.

■ Are connected to the hypothetical world of HR

■ Don’t understand what really moves the needle on engagement

■ Are out of touch with the modern world of work

3. The best

companies cascade goals

The best companies cascade meaning

Using cascading goals to align organizations and measure or evaluate performance. Stop measuring progress towards goals.

Letting employees voluntarily set and share goals. Communicate and drive meaning across the

organization. Empower them instead of informing them.

■ Use goals only for alignment (which won’t align to the work), to track progress (which doesn’t

reflect how real work is done), and to evaluate performance (this is bad data as goals vary by

function, team, person, and difficulty to achieve)

5. People need

feedback People need attention Any peer or direct-report

quantitative feedback tools. Driving leaders’ attention to their people and

engagement within their team. Equip them with tools to provide coaching-focused attention infused with insight.

■ Design tools based on a hypothesis of what works in theory — not models of what the best leaders actually do.

■ Offer tools that erode HR’s credibility with employees and the business because they erode trust

7. People have

potential People have momentum

Rating people’s potential, and making decisions based on the rating.

Creating systems for employees to capture, reflect

upon, and share what they love about their work. Measure leader effectiveness through the experience leaders create for their teams, using reliable, variable and valid measurement.

■ Base succession planning tools on employee potential — yet aren’t properly calibrated and therefore yield bad data, which in turn drives bad decisions about how to promote, train, or compensate

9. Leadership is a

thing Leadership is many things

Using systems or programs that measure against leadership attributes, and then trains employees to acquire those attributes.

Measuring leader effectiveness through the experience that leaders create for their teams, using reliable, variable, and valid measurement .

■ Rely on abstract leadership competency models that are detached from the human experience, based on an individual who doesn’t exist

6. People can reliably People can reliably rate Deploying systems that ask people Measuring people with systems based on reliable, ■ Don’t understand data, and capture the wrong rate other people their own experience to rate other people. variable, and valid data. data in ways only attractive to HR — leading to ill

will, disengagement, and bad decisions

Convince Your Prospects to Join Participation is Crucial. To receive exclusive pre-release content of each

“lie” from the Nine Lies about Work book, and participate in live and virtual

events, your prospects must join the Freethinking Leader Coalition.

• Identify ideal contacts

• Encourage them to join

Who to Target. The FLC is for those willing to challenge the status quo

with new thinking, and then drive organizational change.

Target senior leaders like:

• Executives in Human Resources (VP of HR, CHRO)

• C-level and senior executives (HR, Finance, Business/Operations)

• Leaders responsible for cultivating talent

• Leaders seeking a competitive edge over their business’s peers/ competitors

What’s the Freethinking Leader Coalition?

• (Is) The Freethinking Leader Coalition is a network of business and HR leaders

• (Is) Sponsored by Harvard Business Review

• (Is) Facilitated by Marcus Buckingham (Co-Head of ADP Research Institute) and Ashley Goodall (CISCO)

• (Does) Brings like-minded leaders together in virtual & in-person forums

• (Does) Exposes mistruths leading to workplace dysfunction & frustration

• (So You Can) Understand the latest learnings and innovative ideas to bring an advantage back to your business

Why Join? There’s no membership fee, and many benefits:

• Early Access. Receive Nine Lies about Work content as each lie is revealed in advance of the book’s publication and a complimentary copy of the Harvard Business Review book (published April 2019; $30 value)

• Networking. Learn new perspectives, gain insight, and share your ideas with other leading industry professionals

• Leadership. Drive your organization forward; introduce new ideas

• Personal & Professional Growth. Expand your knowledge; advance your career

© 2018 ADP, Inc. 4

Key Dates | Actions

1. September 12: Your tagged contacts receive invitation to order book

2. September 26: Contacts receive book-order reminder

3. Action: Call tagged contacts; invite to join the FLC

4. September 19: Lie #1 Reveal

5. October 4: Truth #1 Webcast

6. October 4 -9 , Action: Follow-up to webcast

Additional resources on the Internal Marcus

Buckingham microsite

https://www.marcusbuckingham.com/microsite/

(password: adpsales)

You can’t measure engagement across a company; it happens within teams.

Start the Conversation

Objective. The goal of your conversation is for the prospect to:

1. Acknowledge the “truth” as a new way of thinking 2. Agree change could bring good results to his/her business 3. Want to learn more about how ADP could help enable change

• How did you

react to the lie?

• How did you react to the truth?

• How does this play out in your world?

• How well do you trust your engagement data? Why?

• Do you know what your best teams look like?

• And, how are you building more like them?

• What would it mean to have more teams like your best teams?

• Surprise or intrigue

• Disbelief

• Views teams as

where “work is done;” not by the org chart

• Understand the

current approach to engagement

• Untrusted or unreliable data

• Collected corporate- wide; not at a team level

• Poorly equipped to identify teams or measure their performance

• Imagine better results

• Interest in learning how

■ I was surprised myself…. But when I think of my own real-world experience, it makes a lot of sense.

■ I agree; it makes you question approaches to engagement.

■ Typically, people have tried to solve this by focusing on the wrong audience.

■ Before you heard about it in the FLC, had you ever considered the approach of focusing on the team?

■ We see lots of disconnect among other organizations we talk to: high retention, but low engagement.

■ Engagement only matters if it predicts performance.

■ You’re not alone; many other organizations tell me they’re in a similar place.

■ But the FLC can help you learn a better way forward.

■ Wouldn’t it feel better knowing you’re

making the right investments in your people?

■ Would you like to hear how ADP can help you build more teams like your best teams…?

Others | Outdated View ADP | New Way of Thinking

Hypothetical World. Measuring engagement across the entire organization – when the employee experience is shaped on the team. The status quo is based on tools that people don’t want to use.

Limited Understanding. No understanding of what really moves the needle on engagement and performance. If it doesn’t predict performance, the data doesn’t matter.

Outdated Ideas. Iterate on ideas and HR processes built to solve for challenges of a different time – that never really worked.

Static Solutions. Unable to support an agile organization that now needs to meet the demands of the modern workplace. The status quo is too slow, focused on the wrong audiences, and doesn’t bring value back to the business.

Beyond Theory | Built for the Real World. ADP solutions are built around decades of research into what excellence actually looks like in the workplace. Our tools are built for the team leader, to help them measure and improve engagement on their teams. This is why people want to use our tools - without having to be coerced.

Meaningful Data. ADP captures engagement data that actually predicts performance– so it’s relevant information to help you drive the outcomes that matter most.

Evidence-Based. We don’t rely on traditions, dogma, or longstanding outdated practices. ADP bases our solutions on research science and insight into behaviors that actually create the outcomes you want.

Agile Solutions. We collect and provide valid, real-time and reliable data. We deliver it on-demand to team leaders when & where they need it. Then aggregate the insights to HR/Business leaders so that they can make better talent decisions.

© 2018 ADP, Inc. 5

LIE 1: People care which company they work for.

TRUTH 1: People care which team they’re on.

Listen for...

Understand the Truth

Stop. Stop measuring engagement

across your entire company. Engagement

doesn’t happen at the organizational level.

It happens or fails to happen on a team.

Start. Start measuring engagement at

the team level. Empower team leaders

with relevant, real-time engagement data

– so they can fuel performance of their

teams.

So You Can... Know what your best

teams look like and how to build more

like them. Why benchmark another

company’s success when you can leverage

what is already working in yours?

What’s Needed. In order to start, you

need:

Focus on the right audience-

engagement and performance

happens, or fails to happen, on the team

Meaningful data– ensure your

information is real-time, relevant and

reliable – so you can use it to actually

predict outcomes

Empower team leaders– by giving them

the tools and context to continually fuel

their team’s best performance

Start the Conversation

Objective. The goal of your conversation is for the prospect to:

1. Acknowledge the “truth” as a new way of thinking 2. Agree change could bring good results to his/her business 3. Want to learn more about how ADP could help enable change

The FLC revealed a new truth: The best intelligence wins.

Question Listen for... Redirects

• How did you react to the lie?

• Surprise or intrigue

• Disbelief

■ I was surprised myself…. But when I think of my own real-world experience, it makes a lot of sense.

• How did you react to the truth?

• Recognizes intelligence as more valuable than plans

■ I agree; it makes you wonder why organizations focus so much on planning

■ Focusing on the team instead of the organization is a change in mindset – but if ̀ you want to prioritize outcomes, a team focus is a better perspective.

• How does this play out in your world?

• Measuring performance against a plan

■ Before you heard about it in the FLC, had you made a distinction between intelligence and planning?

• What does

intelligence mean to you in your organization?

• Status reports

• Progress against plan milestones

■ Lots of organizations confuse data as

intelligence, or information as knowledge.

■ Intelligence is gathered from the current situation, and most useful in the moment.

• How are your organization’s “front lines” equipped with intelligence?

• Static, high-level reports

• Leaders pushing information

■ You’re not alone; many other organizations tell me they’re in a similar place.

■ The FLC can be a great source of awareness and inspiration to understand how we can better apply these principles.

• What would it mean for front lines to create intelligence for your leaders?

• Can adapt to current state, instead of adjusting back to plan

■ How could you benefit by gathering intelligence from all levels of the organization, then deploying it to those who need it most?

■ Would you like to hear how ADP can help you develop intelligence and deliver it securely to everyone in your organization?

Others | Outdated View ADP | New Way of Thinking

Based on Plans. Plans are made for what might happen in the future. But the world moves faster than we can plan for – so plans are always too late. Systems built around plans show only performance against the theoretical plan – not what’s actually happening, or how to respond.

Create Intelligence. Instead, rely on the intelligence of your people. ADP recognizes that those on the front lines who are closest to the work are the best place to capture information. ADP solutions clarify what’s happening right now– like worked hours, labor cost, or employee engagement– then accelerate that information to leaders, so they can adjust the course of action.

Constrain the Data. Many systems make it difficult to input

or capture data, only to lock it away so just a few have access. Instead of contributing to organization-wide knowledge, data may be lost or inaccurate by the time it’s inputted – and likely outdated by the time leaders actually view it.

Freely Flow Information. ADP seeks to balance an open flow of information within a

secure environment. Access is open to many, yet limited to the role and purpose– as

data is collected from individuals, through workflows, or shared among other integrated systems.

Limit Access. Dashboards, alerts, and reports are designed for use

only by senior leaders. Information then has to flow from the top to the employees actually doing the work– where it’s often too broad or too late to guide an appropriate response.

Empower Everyone. ADP knows informed workers at all levels need information that’s meaningful, current, and readily accessible. Data is organized for deep analysis and insight, yet information is published to web dashboards or pushed to mobile devices– for efficient input and easy retrieval.

CALL TO ACTION: Let’s explore the intelligence available in your organization, and discuss ways ADP could

help make it more meaningful for everyone.

LIE 2: The best plan wins.

TRUTH 2: The best intelligence wins.

Understand the Truth

Stop. Stop top/down waterfall planning

that cascades from the C-Suite and keeps

critical data out of the hands of the people

who need it most.

Start. Start enacting agile processes like

scrum and team leader dashboards, with

frequent check-ins and insights to help

teams take action in the moment.

So You Can... empower teams to adjust

their work with flexible objectives and

adaptable plans.

What’s Needed. In order to start, you

need:

Reverse the information flow –

so instead of pushing top-down,

information flows from teams back to

the leaders

Freely-available data – that’s not

confined to systems only a few can

access, but is instead broadly distributed

across the organization

Frequent check-ins – quick updates that

don’t burden team members, so leaders

know how the team – and each of its

members – is performing week-to-week

Meaningful insight – that goes beyond

data to bring leaders knowledge into

relevant and timely activities that impact

the performance of their teams and the

people they lead