Carlos Ghosn: The little things matter

Carlos Ghosn is world famous. In Japan, he's rockstar famous. He's most famous, of course, for the amazing turnaround of Nissan. That's a very a big thing. But to Carlos Ghosn, the little things are also crucial. In The Ghosn Factor, for example, Miguel Rivas-Micoud recounts how Ghosn made a special effort to painstakingly learn the proper way to use Japanese chopsticks, all while the pressures of the business challenges he faced were building. Says Rivas-Micoud:

"All he [Ghosn] could think about was how they were going to get the company back on its feet. Yet there in front of him on the desk were pictures with detailed instructions on the proper technique of using chopsticks."

The lesson for Ghosn was "...no matter what the problems are that you must face each day, you cannot forget the small things." Rivas-Micoud continues:

"Holding chopsticks correctly was necessary if Ghosn hoped to make a good impression on Japanese subordinates and colleagues. The lesson reminded Ghosn of the importance of the tiniest facets of managing a company. You can not ignore them, just as you cannot ignore the proper way of holding chopsticks."

Developing and refining your talents as a presenter is admittedly a small thing. But it is one of those things that will surely make a huge difference in your career.

Turn up the passion, end the confusion
Speaking at the New York International Auto Show last week, Ghosn, reportedly blasted the auto industry for being unimaginative and relying on "bland, safe, cookie-cutter designs." Ghosn, who is known for his solid speaking skills, said:

"Auto makers can either sell cars without passion and struggle with shrinking production, or they can sell cars with passion."

Ghosn is talking about the auto industry, but we could serve up a re-mix of his theme and apply his wisdom to the sorry state of business and conference presentations today as well. Here are four Ghosn-inspired items that would help presenters.

(1) Show more passion
If you want us to care, you better show that you care about your subject...deeply. You think business or science or technology are not passionate subjects? Nonsense. I saw the great Dr. Linus Pauling speak once at OSU in the '80s (he was an Oregon State alum). He was a very engaging and inspiring figure (and in his 70s I think). Dr. Richard Feyman, whom I've only seen on video, was also a passionate, and extremely engaging, articulate speaker. It's no wonder he was such a popular teacher.

(2) End cookie-cutter design
No one says you have to use PowerPoint or any other slideware for that matter. But if you do, I recommend avoiding, tired overused software templates which may get the audience saying to themselves -- even before you've had a chance to speak -- "Oh boy, here we go again. PowerPoint hell." Our content is not of the off-the-shelf, cookie-cutter variety, so why use overused templates that may imply otherwise?

(3) End confusion
Presenters should be in the business of making meaning. The audience wants data and evidence, but they also need context and the big picture. Most presentations could be less confusing if presenters simply remembered this: For your audience to understand anything, you do not need to tell them everything. You've got 20 minutes or an hour -- how can you avoid all obfuscation and confusion and leave the audience with something memorable and important? That is the question.

(4) Think benefits not technology
In a recent New York Times online interview, Ghosn talks about focusing on benefits rather than technology. "We don't push technology," Ghosn said. "We think more [in terms of] benefits than technology." We can think this way too about presentations when using the aid of modern technology, can we not? We have to always ask ourselves if there is a clear benefit to the audience for using a new piece of technology, say, a tablet PC rather than the a laptop. Just because it's cool and cutting edge does not mean it's the best choice for the moment. Besides, the technology we use should be invisible anyway. The audience doesn't need to know if we are using 35mm slides, a Mac, a PC, an iPod or displaying slides from Keynote, PowerPoint, or something else. The content of the message and our connection with the audience are all that matter.

   
Sample slides from a recent presentation I made on the importance of passion in the work place.

Brand Autopsy has a discussion on branding and Ghosn's recent comments. Interesting.

Comments

[Jack]

Garr,

Is it just me or are all your sample slides beginning to look alike? Maybe it is that rounded corner thing... Or maybe the dark gradient?

I just find it a bit odd when you are talking about cookie-cutter design.

[Peter]

Thanks for the article and information. I appreciate you sharing... thanks again.

Peter

[Rich...!]

Jack, cookie cutter would be a problem (is a problem) if everyone in the world was using the same template(s).

This isn't the case here, the style will be the same because we're looking at a sample of one (speaker that is).

For a speaker to have a style is a good thing. I know I do, the good news is that that's a look unique to me.

This is Garr's preso style, not a cookie cutter design...!

[Jennifer Lueck]

Great post!

If a presenter is truly passionate about their platform or subject matter, that fire…that drive, can take on an force of it’s own. In my observations, passion will always drive a presentation (or anything else) to a wonderfully unique place.

[Mark Nahnsen]

Mr Ghosn:

If I may take a moment of your time. I just want to say that I am a loyal
Nissan follower and I am very happy with what you and your team have done
with Nissan. It is my understanding that a revised Nissan Titan is
underway, which will include a 3/4 ton version with a diesel. In order to
increase market share of your revised titan pickup, I would suggest the
following powertrain:

1. Engine: Nissan needs to install an engine that has meaning to the
American worker. I suggest that Nissan work with Caterpillar to develop an
inline six with a four valve per cylinder arrangement. The trademark I
would use on the Titan equipped with the diesel would be "CAT Superstroke"
with CAT in yellow and Superstroke in smaller chrome letters on the fenders,
grill and tailgate. Target torque should be 600 lb/ft. An additional
feature should be displacement on demand to increase fuel economy. Knock it
down to five or four cylinders when not under load. I am sure that Nissan
would like to keep engine production in-house but I think the CAT name will
go a long way in convincing the American worker to purchase the Titan truck.
Dodge, for instance, sells a lot of Ram pickups because of the Cummins name.
There is a strong following for that motor. I believe the CAT name will and
a bit of home grown roots to the Titan and will likely increase market
share. I understand that the Titan 1500 is doing well in its market
segment but Nissan has not sold as many as initial estimates. Please
consider my suggestions.

2. Transmission. 6-speed automatic; 6-speed manual. Any less would not be
keeping up with your competitors. Other than Allison and borg/warner, there
really isn't any name recognition for transmissions.

3. Optional on-board generator that allows the engine to run on displacement
on demand mode to provide 120v at the back of the truck to run power tools.

I would like to see Nissan succeed in the truck market. I hope you find my
email helpful.

Kindest regards,

Mark J. Nahnsen
Patent Attorney

[ALi]

Please change the Nissan?infiniti dealers in the middel east, they are pathetic...specially in Saudi Arabia

[Ely ( <>The women from Bahia - Barzil ) -- The Voodoo Queen of HOLLYWOOD]

Sir Carlos G. of Nissan is right!-:)-------- GOT PASSION ?-- than you GOT all things good coming your way........
PEOPLE ! --STOP SPENDING YOUR LIFETIME CONTROLLING THE UNIVERSE!......can't win...!capiche...
Confused?
Than you need to talk to me...heh?!
" People of HIGHER MIND are always OBSTRUCTED by those of LESSER MIND"-- ( Einsten ).....
VIVA NISSAN!
ta ta ta..ca va..

[Sally]

Before you write your posts, you should lookd at some of the ways Nissan handles its customer service and the complaints in regards to the mechanics of their cars. They just settled a class action suit in regards to headlights and their are a host of other repetitive complaints about engineering .I agree success is in the details, but if the success of your designs offset customer service and the mechanics of your vehicles then that is no success at all. Let's not get blinded by the pretty lights.

[Lee]

anyone can help me find Sir Carlos G email address? Thks!!

[mireille mouawad]

goodmorning:

my name is mireille mouawad working & leaving in uae al ain i have nissan ultima 2006 american model 2.5 special edition bought from a local guy from uae i've send the car for maintenance were they've informed me taht the car needs new rears & breaks so i told ok no problem fix them the maintenace department told me atht the parts should be brought from america because it is american car i've said ok no problem so i went to parts department to pay a down payment for the parts to be purchased from america & delivered after 2 months till now i didn't get anything imagine i'm waiting since 2 months & half i'm trying to connect with someone who can help me to get the parts as i've been promoside after 2months there is one egyptian guy who is trying to be friend instead of solving my problem so here im sending this e-mail hopping that my problem will be solved the document n is: wip:13420 date is: 07/10/2007 but the report has been made on:04/09/2007 as i told you is a long story if u are interested you can call me on my mobile 00971506823875 i'm fed up i need solution i have a child two & half years imagine my situation seeting at home on my day because i can take my son out due to that: front break motor disc need to be replce big run out, burn and durty/rear break mototr disc burn and durty/front and rear break pad kit need to b e replaced??????????????????????????????????? solution i know that i will not ge any response but always remember 1 ungry customer wil,l spoiled the mind of ten customers then 1 of these 10 will again spoiled the mind of another 10 customers & i'm one of carrefour hyprmaket staff where there is in each 7 uae stores around 400 staff. thank you hope to hear from you soon mr.ghosson

[DorkiDori Clothing]

as much of a nissan fan as i am...im am utterly ANNOYED at the fact nissan axed the silvia/S chassis from its lineup...i mean...in america we got totally screwed with the 240sx...because nissan didnt want it to out perform the Z in this country...we got screwed and stuck with that embarrassment of an engine...the KA24

now that i am quite a bit older and can actually AFFORD to buy a car a from a dealership instead of buying a used car and fixing it up (ive built 4 240s from scratch for drifting)...i would kill to be able to go to a nissan dealership and buy a brand new rwd, 4cyl, TURBO, 5 speed sports coupe...of course...as of right now...thats not possible...the Z and G35 are nice and all...but theyre still a bit steep for a sports car...theyre both awesome cars...but i (and about 20,000 other 240sx owners) want a new iteration of our favorite nissan sports coupe...thats not a Z

[Ben and Jill Southgate]

We are writing this comment in disgust of our recent purchase of a 2008 Nissan Sentra, The complaint is not the car but the Dealer. Though we love the car, we have had no end of problems with the dealership and their disgusting customer service, namely Pinnacle Nissan in Scottsdale Arizona USA. If this is what it takes to get things right, we're willing to go the lengths to be heard. Mr Carlos Ghosn, if the little things matter, I'd like to see some reply to this post. Being a new car you would expect the car to be clean and presentable and in good order. The car was delivered generally in a dirty state, You could still see the marks on the car from the white plastic that protects the new cars during transportation. The window tint on the car had to be done 3 times, each time coming back with dirt particles between the glass and the tint, also the state the car upon return from Nissan's Tint company was disgusting, water marks all over the interior and pools of residue in the electronics on the drivers door. Upon our last visit there was damage to one of the wheels, furthermore after our last visit we agreed to have the Tint stripped of and a refund of $300. Its been 4 weeks and we still do not have the refund, I plan to file a notice with the Attorney Generals office on Wednesday. The staff (expect for our Sales person Victor Hersberger) have been very rude. We have purchased several Nissan's through our family and this has been the worst experience from this particular dealership and will not be returning there.

[cynthia green]

Dear Mr. Ghosn, Can you please help me. Recently, I took my Nissan Versa 07 to the body shop to get fix because someone hit my car while it was parked. Nevertheless my car has been sitting in the body shop since 3/3/08. And nobody seem to have any answers. As of 4/25/08 I was told the part is expected on 5/17/08. The problem is that I'm still making car payments and paying for a rental car. I spoke to Francine Lee which stated that because my car was in an accident there is nothing that she could do. My car only has 4000 miles. Also Francine Lee did issue me a check for my first rental in the amount of 444.00 I need your help or assisted thank you.

[mohamad mahmoud nassar]

dear sir, iam lebanese nationality working at saudi arabia jeddah since long tine.
i own a 2004 nissan pathfinder car ref code jn80r05x54w703185 plate number:835.م ط د
km 79000.
last week while driving my car in the highway the gear stopped working suddenly, no power and no acceleration, i took the car to al hamarani nissan work shop presented in jeddah at madinah road. after checking they found water mixed with the oil of the gear box from the cooling circulation system due to the manufactural defect of the internal pipes.
my car is still new and i'am the only person who drive it. as i understand that it need to change the gear completly and the car is out of the warranty. please advise why a car like pathfinder should have this manufacture defect after passing 60000 km. the company should take necessary positive action to repair my car, please adavise and i hope to contact me on my e mail
thanks best regards

[ali.s.]

Date: 27 July 2008
From: Mr Ali S. Al-Ghamdi
To: Carlos Ghosn
Subject: Car Damage, Adjustment Request

Dear Sir,

Your company has an excellent reputation for supplying distinguished vehicles, so I am sending you this document in the hope that you will continue that tradition by making the necessary adjustments to this situation. This letter is an explanation of the ordeals that I have faced after purchasing a Nissan Armada, Vehicle Identification Number 5N1AA08BX6N714409. It all began when my family and I decided to purchase a 2006 model as the result of the influence of the amazing marketing and the company’s outstanding status and reputation in the car industry. We reached that decision after a careful study of the Saudi market and upon considering all options and also knowing that the car is a spacious and safe vehicle. This happened one year and seven months ago.

With all the preparation prior to buying the Armada I am afraid that at this point I regret the decision and wish that I did not see any of the advertisements nor purchase the vehicle. That choice has cost me a lot of pain, hardship and expense. The following is just a little about the experience that neither my family nor I will ever forget.

*Upon receiving the vehicle from the agency and removing the dust, we found that the wheels were unusable and that the exterior frames for the sides, tail lights, and door handles were rusty. We also discovered that the top instrument panel was leaking a sticky substance. As a consequence, I decided to return the Armada to the agency to be replaced.

*While driving the vehicle, suddenly and without any warning, all running systems stop working and then automatically start functioning again in seconds. This situation always forces me to stop the vehicle unexpectedly and leads to a lot of inconvenience and safety issues for both me and the other drivers on the road which is extremely dangerous due to the heavy local traffic.

*The moon roof is not functioning properly. I can barely open and shut it. As a result, I always leave it open. It seems to me that something is jamming the mechanism.

*The fuel gauge does not show the correct reading. Therefore, I always feel uncomfortable and skeptical about the amount of fuel, especially when I am driving my family on the highways outside of Jeddah. This problem has required a number of visitations to the servicing agency to coordinate the necessary corrections, but no repairs have been done.

*While driving the vehicle, all of a sudden, the indicator for the tire air pressure flashes and gives a warning sound. I have requested a corrective action to solve this problem more than once. However, my attempts have gone in vain. This matter cases me constant stress and frustration.

*The hand brake does not work, so I cannot use it to park the vehicle on slopping roads or hills. This is a very dangerous situation.

*On a number of occasions, I almost had a accident due to the unexpected stopping of the vehicle. The cause of these events was the automatic operation of the 4WD capabilities system although the double key was on the normal position.

*As if all this was not enough, this automobile almost cost me my life because of a malfunction of the main brake system. A day after picking up the vehicle from the agency and as soon as my family got out of the vehicle, it continued moving and I could not stop it using the brakes. I phoned Mr. David who asked me to return the Armada to the workshop and upon arrival I asked Mr, Sabri, the showroom manager to check it and perform the necessary maintenance.

Dear sir, I have explained some of the on going problems with the Armada that has resulted in wasted time, effort, stress, energy, money and the potential safety issues that affect me and my family. I would like to add that I have become a familiar face and regular customer of the maintenance workshop. At first, the related technicians doubted my complaints and thought those were merely allegations pertaining to a vehicle which is know for its excellent performance. After I showed them that I documented some of the events using my cell phone camera they began to believe me. The workshop staff is currently persuaded and as a result have saved the photos in the company’s computer. Also, Mr. Ahmed Othman is fully familiar with the situation. I have also taken some film strips of some of the malfunctions if they are needed.

In addition, I would like to mention that I occasionally rent an identical car but in a much better situation when mine vehicle is under service in the workshop. Sometimes this process is carried out with the coordination of the company.

Therefore, I am asking for your help. Please end my suffering and put the situation right. I have not enjoyed the vehicle with its features and performance like your other customers. I honestly believe that you will correct this problem with all due diligence and fully expect that you will find some way to replace this automobile with a new one that lives up to the safety and performance standard that your product is famous for. There are problems in manufacturing in every industry, even though your company has an outstanding reputation I can not help but think that this vehicle conforms to the “lemon law” aspect of manufacturing. Also with all of the efforts that I have made with the service agency that the safety of my family is fully in your hands and that the agency would be liable for any accidents or injury caused by any of the defects that I have listed.

In conclusion, I hope that this problem is just misfortune and by bringing the issue to your attention that the problem will be resolved and that the quality product and service that I originally expected will return.

Sincerely yours,

Ali S. Al-Ghamdi

[Garry Poole]

Mr Ghosn,

I am having huge problems trying to resolve my complaint with renault in the UK. this is my last chance. please get your company to contact me and resolve prior to me going to the newspapers

Complaints ref 730240 & 730524

Last chance

Garry