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everyone awake get fired up all right I got a very important topic I want to talk about today I want to talk about love not that kind of love not the kind of love between a man and a woman not the kind of love between a man and a man not the kind of love between a man and a therapy dog the kind of love the kind of love between an employee and a company a different kind of love a different kind of culture I want to talk about inbound culture I want to talk about creating a new type of culture that really matches the way modern humans work and creates insanely happy employees creates employees that love their jobs how's that sound all right what the flock is culture anyway hell is culture touchy Fey crap like that well it's hard to Define but I kind of think of culture as like the it's the unwritten rules within a company of how employees should behave and interact and make decisions when the boss isn't around okay does that make sense how you decide when the boss isn't around that's sort of what culture is about why does culture matter who cares who cares about this thing they don't teach about culture in business school why the hell is howan talking about well it's very underrated it turns out here's how I think about it if you've got a great product right you got a brilliant product that product's like a magnet that pulls in customers right if you got a great culture that's like a magnet that pulls in great employees now what happens inside of companies is quite interesting companies spend a lot of time and energy and a lot of brain power thinking about the product how do we make the product better how do we make the service better how do we really innovate there but companies today are really stuck in the 90s when it comes to their corporate culture how they lead their employees the interaction between the employees and management the way the company and the employees relationship is set up I think companies need to rethink their culture to match the way modern humans actually live in work everybody with me so far all right okay I want to tell a story about these three folks this the F very famous guy on the left here the older guy does anyone know who he is that's my Dad it's me in the middle anyone know who the girl on the right is oh people know Caroline so my niece Caroline is why I'm here she's a sophomore at UMass go Minute Men [Applause] go Okay the reason I've got these three up there is my dad well he's a baby boomer I'm a gen xer in Caroline and most of you are millennials okay let's just talk a little bit about the the differences in the way sort of the three generations kind of work and live and and spend their time so I think about my dad and my dad uh he we had we grew up around here so we had six television stations growing up that he watched we had Channel 2 4 5 7 38 56 okay I just think about myself and if you got the Rabid ears right you can get channel uh 44 I have a thousand television stations I have Netflix I have an Apple TV I have YouTube I have an infinite number ofele teleion stations my dad talked on the phone that was his main tool sort of doing business and I have an iPhone but my the least favorite application the application I use the least on here is the really crappy green one with the phone on it it's just the worst app on my phone terrible my dad got a lot of mail right every night he went through big pile of mail I actually read it and I think of myself and I look at my mail once a quarter so the the mail will pile up down stairs in my building and they'll drop it outside my door but for me I'm in Twitter all the time I'm in LinkedIn I'm in Google I'm in Gmail it's just a radical difference it's like a tear in the fabric of work the way work happens between my dad and myself well let's talk about Caroline and sort of the millennial generation and truth be told I don't know exactly how Caroline works and lives but here's how I think about it so the millennial generation sort of like this in this hand there's you've got you've got your computer and you're working on your computer in the 16 windows open you got your browser open and there's 400 tabs open on your browser you're typeing like this and in this you're texting with your friends on your iPhone right same time doing both and then you're playing a video game Dance Dance Revolution at the same time that's the Millennials it's the Broadband Revolution and it's just a radical diff it's a radical change in the way humans live and work and the problem is most companies I would say most companies their cultures match the Gen xers many companies match uh the Baby Boomers like my my dad almost none match the the modern generation I think there's there's such a radical change between these Generations that companies re need to completely rethink their cultures completely re need to think work to match the way modern humans shop and learn okay so let's dig in there's some differences between the different Generations that I think are fascinating and I've got some suggestions from Modern companies on how to attract and how to motivate employees like you folks at gen wires and so the 1970 Generations like my dad 1990s like myself in 2010s like you folks and the mantra for my dad's generation was management there's a guy named Peter Ducker and who's all management science and that was sort of the Mantra everyone followed My Generation everyone read uh good to Great and the guy who wrote good to great he was sort of the leadership guy was all about leadership I think today it's very different I think these modern workers it's not about money it's about Mission it's a very different they care about the mission they want to be inspired so let's just say that your mission in your company today is this year we want to increase margins by 5% we want to do that by gouging our customers or gouging the planet that is not an inspirational message that will not get you new employees that will not motivate these gen wires so you need a mission that will inspire I think the modern employees care much more about Mission than money you need to rethink your mission you need to have an inspirational Mission you need to do more than the bottom line to attract and motivate and retain these new employees people with me all right desire so my dad he grew up in the shadow of the Great Depression very long dark shadow and so that generation was sort of motivated by the pension how do we have a stable salary for the rest of our lives how do we have a very stable situation my generation I think was very much about your salary and how do move up the ladder sort of corporate ladder I think new people I'm not you know the new people I work with today the the the Young Folks the the modern workers it's about learning they want to learn learn learn learn learn they don't care about moving up the ladder they want to move around they want to learn as much as they can they're like sponges to learn they have this unquenchable thirst for mentorship and learning so if I were a modern company and I wanted to attract these employees and I wanted to motivate them and retain them I would rethink the way you give feedback to employes so most companies the way they do feedback is your manager on January 1st initiates a 360 Dee review for the employee and that's an annual thing I think that's just dead dead wrong the new way that you should give feedback to your employees is that it should be employee initiated it should be done at any ad hoc time so if an employee today wants feedback once a week they should be able to press a button invite five people in to give them real-time feedback younger people today modern workers one constant feedback want to get better and want to learn you have to create a sort of learning organization today okay mentality so if I were to assign a mental condition that's right my dad's obsessive compulsive I'm very emblematic in my generation with my own anxiety issues and uh Caroline is actually quite emblematic of her generation with ADD type uh issues and I think the add you can take advantage of so a lot of companies think that is bad I think it's great so what I would do if I were running a modern company that wanted to attract their modern employees that wanted to really motivate these employees was I would measure something different something new and and make it a very important metric so for example at my company we have 500 employees and every quarter we measure how many of those employees got a new job within the company in the last quarter and so for HubSpot there were 50 employees in the last quarter that get a new job I don't know if that's right it's high it's low feels right is and if it was 10 I would think well they're not moving around enough they're not learning enough and eventually we're going to start learning losing some of these smart people these young gen wires they want to learn learn learn they have ADD they want new jobs new challenge they're very entrepreneurial you have to you have to sort of change your culture to match the way that works [Laughter] ours I got a story for on ours we were first starting HubSpot 6 years ago a great young uh employee and we had a big project we were trying to get done for Monday and we started working it on Friday we didn't finish we worked the whole weekend not in the office but we're working back and forth online and he worked the whole weekend with me on this project he did a great job and then he came in on Monday morning and he did something very interesting he said you know Brian uh I want to take Friday off to go visit my girlfriend down in Philly cool it's like sign my vacation thing so got the vacation form Friday shiny as I'm signing I'm thinking that's strange he's asking for Friday off where's the credit form for all the work he did on Saturday and Sunday this is ridiculous and then I thought you know the whole concept of vacation and vacation policies and the paperwork around it that's just ludicrous people are work their work unfortunately people's work and personal lives are completely intertwined today and it's it's we tell our employees to relax on vacation but they bring their iPhone theying their iPad and they're working and life and work have sort of combined in a way that didn't happen in my father's generation so I think what companies today should do is throw out their vacation policy take vacation whenever the hell you want don't tell us when you're taking vacation because that that blend between work and play unfortunately has really changed quite a bit so get out of the 90s get in the 2013 okay workplace my dad's era everyone had an office and if you were a big shot you had a corner office in my era it was this Open Sea of C gray or beige cubicles life sucking cubicles living Dilbert uh cartoon and I think the office is not a place the office is an idea and so you should make your companies come at any given hours work whenever the heck you want we know you're working at night we know you're in the work in the weekends we know you're working in the early you're married you got kids you want to work at home sometimes enable your employees to work wherever they want whenever they want they'll give you their best if you give them flexibility and [Applause] freedom okay tenure my dad's generation they work the same company their whole career it's fascinating uh and that this is just very recent history that that happened my generation on average is 6 to seven years they spend in an average company the Gen wies the Millennials it's about 18 months and here's what happens so all my buddies who run companies are constantly bitching and moaning about the Millennials oh I don't want to hiring the Millennials they're complaining all the time they they're they always want a new job they want feedback all the time they've got it all wrong they've got it all wrong everyone says the millennial generation is the worst generation to hire I think when they history books are written the Millennials are going to be the best generation ever the Millennials are smarter they grow up with Broadband they know how to find stuff they know how to collaborate they know how to get stuff done much better than my generation so I what I say is you need to transform your HR policies transform your culture transform your leadership and your management to match and accommodate and attract the Millennials attract these modern employees and you will receive the benefits I think 18 months in my company it's very long if you can properly motivate the Millennials they'll stay for a very long period of time to be very very happy very productive employees okay these are sort of the touchstones for me of of the different Generations I'm a big fan of Jack Welches that's Jeff Bezos from Amazon and that's Mark Zuckerberg and I think he really gets it he really gets this new type of uh culture inbound culture and the reason I think he gets it is there's a new site called glass door it's a fantastic site here's how I think of glass door Yelp is to restaurants as glass door is to companies so you go to Yelp and you fill out a restaurant review you go to glass store if you're an employee and review your employer review your CEO actually and when they add up all the tallies and all the reviews and all the companies Facebook kills everybody they're way out in front and Zuckerberg's the number one CEO and Facebook's had an up and down year but they're still number one I think Zuckerberg gets it I think Zuckerberg's rethought culture from first principles Zuckerberg doesn't have any of the baggage of working at a regular company stuck in the 9s so he rethought it from scratch and I think all companies need to sort of follow Facebook's lead rethink culture from scratch okay so why does this matter it turns I was surprised to see this when I saw the data Millennials are the largest part of the workforce today um more than Gen X and more than the Baby Boomers and turns out they're a big chunk of the working population and obviously going to grow over time and it's not only that there's ows people know what owg is old white guys old white guys like me old white guys like like you uh we're starting to act like Millennials you know we're starting to do the dance and the thing and the thing you know we're starting to do it we're starting to get it so everyone's sort of following the Millennials so companies need to really rethink the way they run their businesses the way they rethink their culture to match the way modern humans work and live in in love thank you very [Applause] much