1. MR MELVIN BIRKS DIVISIONAL MANAGER ACUTE SERVICES AIREDALE NHS TRUST August 2004

2. PERSONAL CAREER CHOICES THE GIRAFFES NECK Melvin P Birks

3. What is a Choice? Noun Noun The act of choosing; the power or opportunity of choosing; selection; the thing chosen; alternative; Adjective Adjective Worthy of being chosen; rare; selected with care. So how do you get into the driving seat to create choices?

4. Using basic Marketing Techniques Who are your customers? Who are your customers? What is the customer specification (fashion)? What is the customer specification (fashion)? What can you offer over the competition? What can you offer over the competition? How do you design your product? How do you design your product? How do you sell it? How do you sell it?

5. WHO ARE YOUR CUSTOMERS? WHO ARE YOUR CUSTOMERS? Private Sector Projects (Modernisation Agency etc) Department of Health/Strategic Health Authority Primary/Secondary Care Private Consultancy ONLY YOU CAN DECIDE

6. What is the customer specification? Exercise – Look at Adverts? What are common specs? Corporacy Performance delivery Leadership Team Player Enthusiasm Energy Challenges Innovation

7. Any Extras Sir? Go fast stripes Go fast stripes Alloy Wheels Alloy Wheels Leather seats Leather seats Satellite Navigation Satellite Navigation

8. WHAT CAN YOU OFFER OVER THE COMPETITION? In a race the Giraffe stands out! Modernisation Accountable Advert New Breeds Innovation Leadership

9. ANIMAL Are you the rare animal they are looking for? Are you looking for RSPCA, a Zoo or a breeding ground

10. So how do you get ahead of the game? In with the New In with the New Involved in Modernisation (knowledge, evidence) Pathways Pathways PDSAs PDSAs Leadership (knowledge, evidence) LEO LEO RCN Leadership RCN Leadership 360degree LEAs etc 360degree LEAs etc

11. Innovation (knowledge, evidence) What have you redesigned (roles, pathways) What have you redesigned (roles, pathways) New ways of working New ways of working Leading Edge stuff Leading Edge stuff OUT WITH THE OLD Years of experience Years of experience Inclusion not direction Inclusion not direction Status Quo Status Quo Tradition Tradition

12. How do you sell yourself? Do the next persons job! Do the next persons job! Results, Results, Results Results, Results, Results Network Network See and Be Seen See and Be Seen Make small things be big Make small things be big

13. Be a Peacock amongst the Penguins