TABLE OF CONTENTS
KEEP YOUR CHAPTER TO ON TRACK P
TOP COMPETITION MISTAKES YOU DON’T WANT TO COMPETITION MAKE
Publisher Mary Peres Managing Editor Janelle Arrighi Editorial Committee Jeff Collins, Sarah Williams, Christopher Young Advertising Cindy Allen, Nick Edwards Design Shawna Hession, Frank Peterson
DECA EXECUTIVE OFFICERS President Jaron May North Atlantic Region Vice President Mason Smith Central Region Vice President Leah Hoffman Southern Region Vice President Marjorie Sproul Western Region Vice President Hayley Haas
YOU DON’T WANT TO MAKE
THE IMPORTANCE OF GROWING YOUR COLLEGIATE DECA MEMBERS
President Jake Jardine Vice President Paul Averhart Vice President Joe Esposito Vice President Darcie Hill Vice President Joshua Koshy
BOARD OF DIRECTORS
EDITORIAL CORRESPONDENCE DECA Direct Magazine 1908 Association Drive Reston, Virginia 20191-1594 email@example.com
DECA Direct (ISSN 1080-0476) is published four times each year—September/ October, November/December, January/ February and March/April. Copyright ©2017 by the Distributive Education Clubs of America, Inc., 1908 Association Drive, Reston, Virginia 20191-1594. All rights reserved. Annual non-member subscription rate is $5.00. Periodicals postage paid at Herndon, Virginia and additional mailing offices. $1.00 of membership fee goes toward subscription to DECA Direct, a publication of DECA, (USPS 566-200), Volume 6, Number 2. Postmaster—Send form 3579 for change of address to: DECA Direct, 1908 Association Drive, Reston, Virginia 20191-1594.
11 DECA SPENDS THE DAY WITH MR. JOSEPH ABBOUD
COLLEGIATE EXECUTIVE OFFICERS
President Mary Peres President-Elect Jacklyn Schiller Secretary Ginger Hill Treasurer Olga Plagianakos Members Curtis Haley, Pam O’Brien, Ed Trang, Dave Wait National Advisory Board Chair Mike Sins Ex-Officio Members Richard Faulkner, John Fistolera, Frank Peterson
3 WAYS TO INCREASE PARTICIPATION IN YOUR CHAPTER
HOW VIRTUAL TECHNOLOGY IS IMPACTING THE WAY VECTOR MARKETING DOES BUSINESS
12 PREPARING FOR YOUR FUTURE IN A WORLD OF DISRUPTIVE TECHNOLOGY
VIRTUAL REALITY IN RETAIL, BEAUTY, & ENTERTAINMENT
NOVEMBER-DECEMBER | 2017
This issue of DECA Direct includes instructional content focused on the following performance indicators from National Curriculum Standards: •
Utilize career-advancement activities to enhance professional development.
Explain the need for innovation skills.
Utilize resources that can contribute to professional development.
Identify ways that technology impacts business.
Describe the use of technology in human resources management.
Describe the use of technology in the selling function.
KEEP YOUR CHAPTER ON TRACK HIGH SCHOOL DIVISION PRESIDENT
NOV NOV DECA MONTH
Honorary Life Membership Award Candidate Nomination due Outstanding Service Award Candidate Nomination due
Virtual Business Challenge Round 1 ends
Innovations and Entrepreneurship Conference Philadelphia, PA
DECA Idea Challenge entries due
29-Dec. 2 New York Experience I New York City, NY
Community Service Campaign due Global Entrepreneurship Week Campaign due
The Ultimate DECA Power Trip Philadelphia, PA
Honorary Life Membership Award application packet due
Membership Campaign due
DECA Idea Challenge begins
Global Entrepreneurship Week
Initial online membership dues deadline
Western Region Leadership Conference Phoenix, AZ
Outstanding Service Award application packet due Promotional Campaign due
Central Region Leadership Conference Omaha, NE
ACTE CareerTech VISION Nashville, TN New York Experience II New York City, NY
Stock Market Game ends
It can sometimes be difficult to keep up with everything DECA offers. No need to worry though, because I am here to provide you with some updates and tips on how to keep your chapter on track! EDUCATIONAL CONFERENCES In the coming months, DECA has a plethora of educational and leadership conferences. Whether you attend for networking, leadership development or chapter camaraderie, any reason is a good one. My advice: Go and have fun! If you cannot attend then make sure you follow along on social media! There is no stress of competition; you just get to learn, grow and unite. To learn more about DECA conferences happening this fall, visit deca.org CHAPTER CAMPAIGNS Our goal as a DECA community is to be continuously growing and improving. In order to do so, we need our chapters to grow and improve also. One easy way for chapters to do this is through Chapter Campaigns. These campaigns challenge chapters to complete certain tasks, and in return be rewarded with recognition at the international level, as well as leadership academy spots at the International Career Development Conference. My advice: Complete them and appoint one member to spearhead each campaign. By doing this, the you will not get overwhelmed and you will increase participation throughout the chapter! DECA MONTH DECA Month is finally upon us! Get your cameras ready because for every day in November there is a different photo for you to post #DECAMonth. November is also home to Global Entrepreneurship Week, which is a week-long celebration entrepreneurs around the world. Also happening that week is our DECA Idea Challenge, a fast-paced entrepreneurial learning activity will challenge you to find an innovative, new use for a commonplace item in just eight days.
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My advice: Say yes to all! Visit decadirect.org to learn more about all these exciting events happening in November. There is a lot going on, but by staying organized, reading DECA Direct and working as a team, your chapter will stay on track. Keep up the great work and make sure you take advantage of all of the outstanding programs DECA offers. 3
THE IMPORTANCE OF GROWING YOUR COLLEGIATE DECA MEMBERS COLLEGIATE DECA PRESIDENT
NOV DEC DECA MONTH
Honorary Life Membership Award Candidate Nomination due Outstanding Service Award Candidate Nomination due
ENGAGE, New York City, NY
DECA Idea Challenge begins
Global Entrepreneurship Week
Initial online membership dues deadline
Stock Market Game ends
DECA Idea Challenge entries due
Membership Campaign Goal—25 or more submitted Honorary Life Membership Award due Outstanding Service Award Application Packet due
ACTE CareerTech VISION Nashville, TN
Stock Market Game winners announced
With over 15,000 members in Collegiate DECA, we have the unique opportunity to network internationally. Yet, many members restrict their networking to the confines of their chapter and chapter alumni. This leaves us with two questions regarding the use of a DECA network. Why should I network, and how can I reach this network? WHY YOU SHOULD EXPAND YOUR DECA NETWORK By expanding your network, you expose yourself to new thoughts, ideas and ways to develop as an individual. Once the right people are in your network, you can then build on your relationships to learn from others, and eventually leverage those relationships into potential internships and jobs For chapter and association leaders, getting to know other leaders is essential. Whether you’re looking into potential philanthropy events or curious how to raise funds for your members, the vast knowledge base across over 275 Collegiate DECA chapters is bound to help. HOW TO EXPAND YOUR DECA NETWORK Outside of face-to-face interaction at conferences like ENGAGE and the International Career Development Conference, there are many ways you can grow your network immediately. DECA Inc.’s LinkedIn group promotes international connections and alumni engagement. This is the perfect place to connect with current and past DECA members. I recommend using this group to generate feedback on chapter initiatives and to gain insight on the careers our alumni have chosen. You can find the LinkedIn group at linkd.in/decainc. Direct connection is another great way to expand your DECA network. The easiest way to do this is through Twitter. By following @DECAInc and @CollegiateDECA and engaging with their tweets, you’ll be sure to meet new people while expanding your personal follower base as well. A thought that is echoed around a lot these days is ‘your network is your net worth.’ With over 15,000 members in Collegiate DECA, there are endless networking opportunities and chances to grow your ‘net worth.’
NOVEMBER-DECEMBER | 2017
ENGAGE Case Study Competition submissions due
NOVEMBER IS DECA MONTH! Are you ready to celebrate DECA all month long? DECA Month is a time to share all the #Limitless experiences
and opportunities youâ€™ve had thanks to DECA. Be sure to participate in the 2017 DECA Month Photo Challenge and use #DECAMonth in all your tweets and posts so the entire DECA community can celebrate with you.
GET MORE DECA DIRECT ONLINE
ANNOUNCING THE 2017 #DECAMONTH PHOTO CHALLENGE bit.ly/decamonthphoto17
A HOW-TO GUIDE TO DECA ROLE-PLAYS bit.ly/howtorp
DECA CHAPTER CAMPAIGNS SUBMISSION SITE NOW OPEN bit.ly/campaignsub
HOW DECA GOT ME WHERE I AM TODAY bit.ly/madison_story
CELEBRATING DECA MONTH IN YOUR COLLEGIATE DECA CHAPTER bit.ly/cdecamonth
TOP ETITION P M O C S E K MISTA ON’T
D U YO T TO WAN E K A M
NOT USING RESOURCES A lot of members do not utilize all the resources that are available to them. Make sure you take advantage of everything DECA has available to help you make the stage this year! Advisors are always a great resource, mainly because they know your strengths and weaknesses, which enables them to recommend a competitive event for you. Your advisors will also push you to do your best! Also, reach out to ask your chapter, association or executive officers for advice. Chances are they had the same questions as you! Lastly, don’t forget to check out all the resources available for you on deca.org and decadirect.org/compete. NOT WORKING AS A TEAM Working in a team can definitely be a challenge. At the beginning of the school year, you are probably extremely excited and would be willing to work with
anyone, but make sure your partnership makes sense. Working together should be an advantage, not a burden. Be sure to pick team members that compliment you, not just your friends. Don’t be afraid to take on an individual event too! You’d be surprised what you can accomplish on your own. NOT STUDYING FOR YOUR EXAM Many members psych themselves out about the exams, but they will be a breeze if you are prepared! Take the time to buddy up with other competitors in your chapter to quiz each other, even for just a few minutes during lunch or after school. You’d be surprised how big of a difference this can make. Remember, the more time you spend reviewing the information, the more likely you will be able to recall it when you take your exam. DECA practice exams can always be found on deca.org.
NOT PAYING ATTENTION TO PERFORMANCE INDICATORS I get it - you just had to read an entire case study, you’re already stressing out, and skipping over the performance indicators on the bottom of the page seems like a good way to save time. This move could cost you your DECA glass though! Judges will evaluate you based on the performance indicators, so it’s imperative that you highlight each one during your event. I recommend that you have each performance indicator written down on your note cards, so you have an outline for your event and talking points ready to go! With these competition tips, you will be in the best spot to make it onto the #DECAICDC stage this year. Good luck!
NOVEMBER-DECEMBER | 2017
er, but t to off lo look a s mbers A ha e C E m D A , C rt DE ce it will sta t most Let’s fa mbers is wha e n m io A it t DEC itive compe icated ompet o. Ded their c t r d o r f a g in forw practic g and in y d ance. u t v s these in ad s h t n avoid o o t m e t r n su eve cess: , make ur suc peting o y m e o r c u s When s to en pitfall n o m com
North Atlantic Region Vice President @decavpmasons
3 WAYS TO INCREASE
PARTICIPATION IN YOUR CHAPTER For many chapter leaders, finding the right balance between membership and engagement is a worthy ambition. However, as never-ending academic obligations encroach on our free time, capturing the attention of our members can be daunting. Furthermore, as group dynamics shift throughout the year, the overall tone a chapter presents can vary. Nevertheless, the need for participation and engagement is crucial for the health of a chapter, as it helps drive productivity, creates an environment for innovative thinking and contributes to an individual’s sense of belonging. So, let’s take a moment to talk about what it takes to drive engagement, and find ways to increase participation in your chapter.
One of the key lessons DECA teaches is that leadership is reflexive. A chapter’s foundation will contribute to its success, and good leadership is the key to that success. Chapter members begin to behave and form the habits and values exhibited by its leaders. If a leader is engaged and exhibits positive leadership traits, the chapter will most likely mirror the same values. That’s why, as a leader, you should be the force driving participation. If you are passionate about a certain goal or ideal, exhibit that enthusiasm to your members, and invite them to share it with you.
JOSHUA KOSHY Collegiate Vice President @cdecavpjosh
When joining any organization, individuals consciously look for how it can benefit them and fulfill their needs. That’s why it’s crucial for chapters to add value to any activity or goal they set. Chapters can increase participation by planning meetings with leadership training, or developing activities that supplement members’ career skills. Furthermore, involving individuals in the activity or administrative planning process can dramatically increase chapter engagement. By developing committees, chapters can distribute workloads and allow individuals to showcase their strengths, while also building long-term bond between members.
LEAD WITH A VISION
When leading a chapter, or any organization, look at the values and traits that lead you. Furthermore, set goals and find ways to develop others. Chapters find success when the individuals at hand understand both the value and purpose of their journey. This creates a sense of pride. As a leader, take time to build others and allow them to exceed your expectations. Give opportunities and reasons to make your members proud to be part of this organization, while giving them a sense of purpose. Your members are your greatest asset. They build the environment and set the tone among other groups. Always encourage and nurture them, and watch the growth in yourself. Plant seeds for the future, and see where it yields.
NOVEMBER-DECEMBER | 2017
id you know that DECA offers over $300,000 in scholarships each year to high school and collegiate members? There are countless scholarships to apply for, which can sometimes make you feel overwhelmed. How do you know youâ€™re applying for the right one? Are you sure youâ€™re qualified for that particular scholarship? Is there another scholarship out there you have a stronger chance of winning?
No one wants to waste countless hours fine tuning applications, obtaining recommendation letters and requesting transcripts just to discover they applied for the wrong scholarship! Instead, use this handy guide to find the perfect scholarship for you!
ARE YOU ACTIVE IN YOUR DECA CHAPTER + COMMUNITY? CHECK OUT THE HARRY A. APPLEGATE SCHOLARSHIP The Harry A. Applegate Scholarship Program is a fund that corporate supporters contribute to, but the scholarship is actually in the company’s name. Scholarships are awarded based on DECA/Collegiate DECA involvement, leadership ability, community service and academic performance.
DO YOU HAVE LEADERSHIP EXPERIENCE? CHECK OUT THE JOURNEYS SCHOLARSHIP The Journeys scholarship is open to current DECA members in the efforts of promoting their skills and interests in the workplace. The Journeys scholarship is awarded based on the student’s leadership ability and DECA involvement. Special consideration is given to students who are Journeys employees.
DO YOU WORK AT PUBLIX? CHECK OUT THE PUBLIX SCHOLARSHIP In recognition of the relationship between DECA and Publix, Publix is offering scholarship opportunities to Publix associates who are also currently active high school DECA members.
DO YOU WORK IN YOUR SCHOOLBASED ENTERPRISE + SELL OTIS SPUNKMEYER PRODUCTS? CHECK OUT THE OTIS SPUNKMEYER SCHOLARSHIP As a sponsor of DECA’s school-based enterprise (SBE) programs and a long-standing supporter of DECA, Otis Spunkmeyer provides scholarship opportunities to DECA members who work in their school stores and sell Otis Spunkmeyer products. To be eligible, students must work in their school-based enterprise and must sell Otis Spunkmeyer products.
ARE YOU A MEMBER OF THE NATIONAL TECHNICAL HONOR SOCIETY? CHECK OUT THE NTHS SCHOLARSHIP As a leading student organization that recognizes excellence in workforce education, National Technical Honor Society (NTHS) is committed to building a strong, positive image for workforce education in America. DECA continues to team up with the NTHS to promote outstanding student achievement within career and technical education by providing scholarship opportunities to DECA and NTHS members. To be eligible, students must be active, dues-paying members of both DECA and NTHS. To apply, schools must have an active NTHS chapter, which includes submission of a charter application and approval from the school administration.
ARE YOU INTERESTED IN THE HOSPITALITY INDUSTRY? CHECK OUT THE MARRIOTT INTERNATIONAL SCHOLARSHIP As one of the world’s strongest corporations in the hospitality industry and 35-year DECA supporter, Marriott International devotes time and funding to promoting the success of DECA members. In addition to being a sponsor to our Hospitality Services Team Decision Making competitive event, Marriott also provides scholarships to our members with interests in the hospitality industry. Special consideration is given to students who are Marriott International employees.
ARE YOU INTERESTED IN THE AUTOMOTIVE INDUSTRY? CHECK OUT THE NAPA SCHOLARSHIP NAPA provides scholarships to DECA and Collegiate DECA members who have an interest in careers in the automotive industry and/or enrolled in automotive related programs. Special consideration is given to students who are NAPA associates.
ARE YOU INTERESTED IN BECOMING AN ENTREPRENEUR? CHECK OUT THE DON DEBOLT SCHOLARSHIP The Don DeBolt Scholarship focuses on current DECA members who show an interest in franchising and/or entrepreneurship in their course of study, as well as scholastic achievement and DECA involvement.
ARE YOU A MEMBER OF THE NATIONAL SOCIETY OF HIGH SCHOOL SCHOLARS? CHECK OUT THE NSHSS SCHOLARSHIP The National Society of High School Scholars (NSHSS) is offering DECA members the opportunity to apply to the NSHSSDECA Entrepreneurial Scholar Award program. This scholarship program is open to active NSHSS and DECA members who intend to pursue a college major in marketing, finance, hospitality or business. In order to apply, please visit bit.ly/ deca_nshss. Requirements include being a NSHSS member, a junior or senior student, having a minimum GPA of 3.5 and holding active membership both with DECA and NSHSS. The deadline to apply for this particular scholarship is January 19, 2018.
n Tuesday, August 29, 2017, a select group of DECA members headed up to New York City for a very special project. After an early wake-up call and a sleepy train ride into the city, the DECA members found themselves on Madison Avenue outside the Joseph Abboud flagship store. Now, who is Joseph Abboud you ask? Mr. Joseph Abboud is Chief Creative Director for Menâ€™s Wearhouse (now Tailored Brands Inc.) and the 2018 high school DECA International Career Development Conference (ICDC) opening keynote speaker and Entrepreneurial Spirit Award recipient. Abboud has had an incredible career in the fashion industry, with accomplishments including being associate director menswear design for Ralph Lauren and first designer to win a CFDA award for Best Menswear Designer two years in a row. To help DECA members get to know Mr. Abboud better before he arrives in Atlanta for the 2018 #DECAICDC opening session, DECA spent the day filming interviews with Mr. Abboud on various topics that are relatable to members such as entrepreneurship, success and the future. On hand to help DECA capture these interviews was Jaron May, DECA high school division president, and two New Jersey DECA association officers, Rachel Lynch and Nicholas Kaufman.
It was a long day of filming, but with each take, Jaron, Rachel and Nicholas got to know Mr. Abboud more and more, and realized what an incredible mentor and leader he is. “I was so surprised to find out how down to earth and friendly Mr. Abboud was,” Nicholas recalled. “From our first moments in his presence, he was so warm and welcoming, which I did not expect initially due to the way a lot of fashion designers are portrayed on the internet and in the media. However, as we talked more and more throughout the day, I began to feel as if I was with a friend, rather than an industry leading fashion designer.” Mr. Abboud shared his expertise on a variety of topics, such as how DECA members can break into the fashion industry. “It’s very important for young creatives in the fashion world to get a job in retail, to learn the business where the battles are won or lost with the customer,” Mr. Abboud advised. “If you’re going to be successful, you have to sell customers.” Mr. Abboud also touched on the importance of overcoming failures in any career, and how those trials make you stronger in the end. “Survival for us has been being dedicated to the brand and what it stands for, and finding out who you really are and [if] you have the strength to overcome those things.” Nicholas asked Mr. Abboud to share his thoughts on the impact social media platforms like Instagram and Twitter have had on the fashion industry, to which Mr. Abboud replied, “I think social media has had a huge impact because of delivering information… I think the young consumer looks behind the label now - what makes a brand, is it real, where’s it made, what’s the quality. Those brands that are authentic and are true are going to benefit from it.” When the cameras weren’t rolling, Jaron, Rachel and Nicholas were able to talk to
Mr. Abboud about other topics such as school, DECA and other interests. “My favorite part of the experience was being able to speak with Mr. Abboud about the Boston Red Sox,” Jaron shared. “It was great to have a casual, friendly conversation on a topic we both are interested in. It really showed how personable and down to Earth [Mr. Abboud] is.” Rachel even shared with Mr. Abboud her own personal goals of working in the fashion industry one day, and Mr. Abboud had his PR manager share some information with Rachel on job shadowing opportunities during Fashion Week. As a fashion enthusiast, I could not wait for the chance to interview Mr. Abboud and ask him about being a competitor in the cutthroat fashion industry,” Rachel shared. “I absolutely loved hearing Mr. Abboud’s commentary on his pieces from the sketches to fabric to the final mannequin look as he was showing us around his store. As someone who really appreciates the amount of work that goes into a bespoke suit, I was amazed listening to Mr. Abboud’s perspective on a classic men’s suit and his thoughts when designing and selecting fabric.” When the interviews were done and it was time to say goodbye, Jaron, Rachel and Nicholas were sad to go, but excited knowing that their time with Mr. Abboud wasn’t truly over, for they would be seeing him again in just a few months at ICDC 2018! “I think DECA members will respond well to Mr. Abboud [at ICDC]. All DECA members are eager and thirsty for knowledge and Mr. Abboud is full of it, so I believe it will be a perfect match,” Jaron said. So, what is something that DECA members should know about Mr. Abboud before they arrive in Atlanta?
I think that DECA members should know that Mr. Abboud’s personality and passion for what he does gives off such a great vibe. He is proud and excited to speak at ICDC this year,” Nicholas shared. “I hope that DECA members are going to feel inspired and motivated by Mr. Abboud. He is truly a self-made entrepreneur and business leader like many DECA members. I hope that he can teach us all that, as long as we have the drive and passion for what we are doing, the possibilities will be #Limitless.”
LEARN MORE ABOUT
MR. ABBOUD Are you ready to meet Mr. Abboud, learn more about his incredible career and get his valuable business advice? Go to bit.ly/ decaabboud1 to watch the first episode in a threepart video series with Mr. Abboud!
NOVEMBER-DECEMBER | 2017
Before filming with Mr. Abboud, I was a ball of emotions.” Jaron said. “To be able to meet and speak with a successful man such as himself, excitement, nervousness, anticipation, and so many other feelings were coursing through me.”
DECA IMAGES RE-IMAGINED
Instead of fighting change, Vector Marketing decided to embrace it, by rolling out a revolutionary new way for its sales representatives to do business while still staying true to the personal relationships they’re known for building with customers. Utilizing virtual reality technology, Vector Marketing sales representatives are now able to take their customers through a live demo of all their Cutco products completely online. Instead of meeting customers in person, sales reps can deliver the same personalized demo experience to customers around the world. “What this does for sales representatives is allow them to sell anywhere in the U.S.,” explained Helen Brown, Academic Outreach Manager for Vector Marketing. “The old way of selling limited reps to where they lived. Now they’re able to sell anywhere to anyone with no restrictions.” This exciting new platform is not only enabling current sales representatives to expand their reach, but also opens the doors to a whole new group of potential representatives.
“Being able to sell to anyone, anywhere, opens up the market for college students,” Brown explained. “These individuals go away to college for school, where they mostly likely don’t know anyone, but with virtual technology, they can now continue to sell to their network back at home while building their new network at school too.” So how was this new technology embraced by the sales representatives using it? “It was well-embraced, but when there’s something new there’s always going to be a few people who are hesitant,” Brown said. “There’s the person who doesn’t want to change because what they’re currently doing is working fine, there’s the person who’s always excited about something new, and then there’s the person in the middle who wants to wait and see if it really works.” Brown explained that to help combat any hesitations, Vector Marketing placed a heavy emphasis on testing its new virtual demos so when the final product was unveiled, it was in the best state possible. So why would a company that has done something so well, for so long, decide to venture into a very modern platform? One word came to mind for Brown: relevance. “For us to be relevant with students, we need to be speaking their language,” Brown said. “We are a company where
the knife – our product - has stayed the same, and we were resistant to changing our methods too, but we realized we couldn’t be.” Another method Vector Marketing is beginning to change is the way new sales representatives are recruited. “One of the things we have found is that students do not pick up the phone,” Brown said laughing. “So students would apply with us online, and then we could never get ahold of them after that with a phone call.” In an effort to bridge the gap between submitting the application and getting students in for an interview, Vector Marketing is utilizing new technology to run a texting center that handles all incoming applications and automatically follows up with the applicants via text message. Brown has reported that this new method has been very successful in getting interested applicants into the interview process and joining the Vector Team. So what’s next on the horizon for Vector Marketing? Brown reported that their next project is utilizing virtual technology to aid with their interview programs. While the world around us is changing rapidly, it’s certainly encouraging to see institutions such as Vector Marketing fully embracing and integrating technology such as virtual reality into traditional sales and recruiting practices.
NOVEMBER-DECEMBER | 2017
ince 1981 Vector Marketing has been dominating the direct sales market with its tried and true method of face-to-face sales. However, consumers today are moving away from the in-person buying experience, thanks to a growing increase and reliance on online shopping.
Today’s disruptive innovations mean that tomorrow’s critical business knowledge doesn’t exist yet. In fact, your future career might not exist yet, according to The World Economic Forum’s Future of Jobs report. So how do you prepare for the exciting, unsettling unknown of the future? And how can your studies set you on the right path? Business is at the intersection of the most exciting forces of global innovation— design, science and technology. So business education today has to go well beyond business. That’s why students from around the world come to Hult—to think differently about their future,” said Dr. Stephen Hodges, President of Hult International Business School. Automation means that many traditional career paths will simply no longer exist. A recent report from consultancy firm PricewaterhouseCoopers suggests that nearly 40% of U.S. jobs could be automated by 2030. Where Uber proved a disruptive force for taxi firms, autonomous vehicles are set to supersede it—not only changing the way we get from A to B, but also revolutionizing industries like shipping and freight. While manufacturing and manual jobs may be most obvious victims of mechanization, many highly skilled professions are also set to change drastically due to new technology, including accountancy, law and financial services. Although automation and artificial intelligence (AI) are threatening a significant portion of today’s workforce, the rapid development of technology has also created new career paths. Software engineers, website developers
and multimedia programmers are in increasingly high demand. As the Fourth Industrial Revolution spreads globally, we’ll see business disruption accelerate faster than can be imagined. It is certain to be the most disruptive period in the history of business,” said Mike Grandinetti, Global Professor of Innovation, Entrepreneurship and Marketing at Hult International Business School. Perhaps the best way to future-proof your skills for the Fourth Industrial Revolution is by developing the capacities that are simply beyond the reach of robots. While a machine can analyze data at a rate unfathomable for the human brain, businesses still need leaders who are ethical, persuasive and empathetic—who have mastered the nuance of human interaction. In the face of unprecedented technical innovation, it will be these “soft skills”— the people skills—that can set you apart. The demand for critical thinking, creativity and emotional intelligence will continue to grow while emotional intelligence remains beyond the capacity of artificial intelligence. I don’t think you can be ethical without emotions— without feeling compassion when somebody suffers or anger when there is an injustice. And computers and robots cannot experience that kind of emotion. Our software engineers are going to have a very hard time designing and developing ethical driverless cars. And for that, we are going to need many more philosophers,” said Dr. Alessandro Lanteri, Professor of Entrepreneurship at Hult International Business School. Ultimately, if you embrace change in this exciting time, developing skills to harness new technology and fostering the very human capacities that can’t be replicated by AI, you will thrive.
Time to Impact Industries’ Business Models IMPACT FELT ALREADY Rising geopolitical volatility Mobile internet and cloud technology Processing power, Big Data Sharing economy, crowdsourcing Middle class in emerging markets Young demographics in emerging markets Rapid urbanization Changing nature of work, flexible work Climate change, natural resources 2015-2017 New energy supplies and technologies The Internet of Things Advanced manufacturing and 3D printing Longevity and aging societies New consumer ethics, privacy issues Women’s economic power, aspirations 2018-2020 Robotics, autonomous transport Artificial Intelligence Advanced materials, biotechnology Source: Future of Jobs Report, World Economic Forum
NOVEMBER-DECEMBER | 2017
e live in an age where new technology is redefining how, when and where we work. From driverless cars to virtual reality prototyping, 3D printing and robots that can work for us, ideas that once seemed like science fiction are quickly becoming reality. This pace of change drives a continued shake-up in the business world, where adaptability and innovation have become the keys to success—or even survival.
From leadership development training to Nano courses in Disruptive Technologies, find out more about how Hult can prepare you for the future at hult.edu/undergraduate. 21
Fashion Institute of Design & Merchandising
irtual reality (VR) and augmented reality (AR) are no longer simply futuristic ideals. They are being utilized in a wide range of industries and for numerous purposes, including attracting new customers and training employees. As with many technological advances, the adoption rate of virtual reality corresponds with the rate at which easier and cheaper models are available. So, while you may not currently use VR yourself, it is pretty reasonable to expect that you will soon.
In the article, Virtual Reality and Training the Millennial, Sid Banerjee said, Over the last four years, global tech companies like Facebook, HTC, Google, Microsoft and Samsung have made massive investments in virtual and mixed reality technologies. These investments have driven down the cost of mobile and PC VR headsets, resulting in higher adoption rates.â€?
In the beauty industry, virtual reality is being used to boost confidence, perfect selfies and try products virtually before purchasing them. In Japan, Shiseido partnered with Microsoft Japan to launch the “Telebeauty” app. Geared toward women at work, the app allows users to virtually add a style of makeup (natural, feminine, trendy or cool) to their faces while on conference calls. The software detects the user’s facial features and digitally “applies” the makeup to their image. With more and more consumers shopping online, the retail landscape is changing dramatically and developers are reducing their dependence on fashion retail and focusing on food, wellness, entertainment and lifestyle offerings. This is where VR comes in. Many retailers are looking to virtual reality to make the shopping experience fun again and bring consumers back to the brick and mortar store. By offering an experience that cannot be found online at home, retail stores are gradually pulling consumers off their sofas and back into stores. Lowe’s, the home improvement superstore, is using VR technology to advance and aid in the process of home remodeling. Customers can slip on an Oculus Rift virtual reality headset and see their newly redesigned living room, bathroom or kitchen filled with products they have picked out. While wearing the headset, a store employee can switch out paint colors, countertops or fixtures until the customer finds the right fit for their home. TOMS put virtual reality headsets into more than 100 of their stores so customers can experience trips that are a part of the company’s one-for-one campaign. At the TOMS store on famous Abbot Kinney Boulevard in Venice, CA, shoppers can be immersed in a trip to Peru while wearing one of the Samsung
headsets. TOMS founder, Blake Mycoskie, believes the immediacy that virtual reality brings trumps photographs and traditional videos. Virtual reality in retail isn’t always about the consumer. Stores are now looking at VR technology to train employees for scenarios that may be too expensive or logistically difficult to create naturally. The world’s largest retailer, Walmart, has been using the Oculus headset to train mid-level employees on the realities of holiday rush crowds. Senior Director of Central Operations, Brock McKeel says, VR gives us a practical, scalable way to teach new skills, give associates more confidence in their jobs and make work more exciting and fun.” Fast food chain KFC is using the Oculus Rift to train employees to make its signature Original Recipe chicken. With the headset on, employees are tasked with demonstrating virtual mastery of the five-step cooking process (inspecting, rinsing, breading, racking and pressure-frying) with the ultimate goal of getting out of a virtual escape room. KFC’s inventive VR training game may not suit every industry, but virtual and augmented retail have a very important place in recruiting, training and retaining employees in all industries. This is especially true now that millennials have surpassed Generation X as the largest generation in the American workforce. For millennials who grew up and are accustomed to an entertainment-filled world, processing information that is already perceived as tedious is a challenge. Sid Banerjee says, Virtual reality (VR)-based training content has the power to transform training from boring clip art, multiple-choice questions and silly animations to high-quality interactive, emotional experiences capable of capturing the wavering attention of the digital native.”
employees and has so far seen increased employee retention. Honeygrow lets potential employees take VR tours of the restaurants and new employees play a VR food-safety game in their first two days. Virtual and augmented reality are here to stay and will only become a bigger part of our lives. According to advisory firm Digi-Capital, the virtual reality industry’s annual revenue is expected to grow from less than $1 billion right now to $30 billion by 2020. This is a very large jump in a very short period of time and will effect industries across the board. FIDM educates its students for careers in fashion, entertainment, business, interior design, visual and digital arts and these innovative industries are all using virtual reality in one way or another. Many of the companies highlighted in this article - Shiseido, Lowe’s, TOMS, and Walmart - are direct extensions of the industries that FIDM prepares its students for. Whether it is creating visual displays at Toms, managing Shiseido’s social media accounts or designing a new furniture line for Lowe’s, FIDM students are uniquely prepared for these careers from day one. To find out more about FIDM’s degree programs visit fidm.edu.
NOVEMBER-DECEMBER | 2017
With higher adoption rates, we are seeing new, innovative and expanded uses of VR and AR. While traditionally thought to be used in the medical and military fields, we are seeing this technology used in retail, marketing, the beauty industry, sports, education and entertainment.
Retention of employees is important in keeping costs down and the restaurant industry has the second-highest turnover rate of any industry. Restaurant chain, Honeygrow, turned to virtual reality for the recruitment and training of 23
CHAPTER BUZZ ◀ HICKORY RIDGE DECA | NORTH CAROLINA
Hickory Ridge DECA members were hard at work recruiting new members at their school club fair.
◀ SOMERSET BERKLEY DECA MASSACHUSETTS Somerset Berkley DECA held a very successful first meeting of the new school year!
▼ HAR-BER DECA | ARKANSAS
Standing room only! Har-Ber DECA held its first chapter meeting in September and they were busting at the seams! Chapter recruitment is certainly in full swing.
▶ PERRY DECA ARIZONA Perry DECA members were filled with fun and spirit after volunteering at their school’s Homecoming Carnival.
▲ NORTH PAULDING DECA | GEORGIA
North Paulding DECA held a back-to-school “Color Kickball” social to welcome back returning members and get the entire chapter ready for a #Limitless year.
▲ INÉS MARÍA MENDOZA DECA | PUERTO RICO
Chapter members attended a presentation by the Puerto Rico Tourism Company on the role of tourism and the benefits it brings to Puerto Rico’s economy. This event opened members’ eyes to the many opportunities for study and employment in various sectors of tourism.
▲ HARRISON DECA | OHIO
Harrison DECA held a “Stuff the Bus” campaign to help fill a school bus with non-perishables and water to go to victims of Hurricane Harvey and Hurricane Irma.
▶ KLEIN OAK DECA TEXAS Klein Oak DECA members worked extra hard on these huge banners to hang up around school as a way to recruit new members.
◀ PITTSBURG DECA TEXAS
Pittsburg DECA chapter members labeled the skills and traits of an entrepreneur for an upcoming Career & Technical Education video. 26
◀ MEXIA DECA | TEXAS
DECA members were hard at work on a very creative business project to help them understand the terms related to their Introduction to Business class.
▲ MAPLE SHADE DECA | NEW JERSEY
Maple Shade DECA members showed their DECA love at the annual Maple Shade Sidewalk Sale! Maple Shade DECA loves to kick off their school year opens by participating in one of the largest community activities of the year. Over 80,000 community members attended the event!
◀ BARRY GOLDWATER DECA | ARIZONA
Barry Goldwater chapter officers kicked off their #Limitless year at a leadership camp in Prescott, Arizona!
CHAPTER BUZZ ▶ SOUTH FORSYTH DECA | GEORGIA
South Forsyth DECA held a tailgate to kick off the new school year complete with pizza, cookies, face painting, games, music and more. The tailgate was held prior to their gold themed football game.
▲ SPANISH RIVER DECA | FLORIDA
Spanish River DECA officers kicked off the school year by promoting the organization and recruiting new members at Club Rush!
▼ ATLEE DECA | VIRGINIA
Atlee DECA got involved with its community by volunteering at the SpeakUp 5K in Richmond, Va., and cheering on runners.
▲WARREN EASTON DECA | LOUISIANA
Warren Easton DECA recently participated in Welcome Back Night at its school, where members could share information about how DECA performs community service and competes at conferences. They had a very successful night and even recruited a few new members!
STATEMENT OF OWNERSHIP, MANAGEMENT AND CIRCULATION
(1) Publication Title: DECA Direct. (2) Publication Number: 0566-200. (3) Filing Date: 9/30/2017. (4) Issue Frequency: 4 times/year: Sept./Oct., Nov./Dec., Jan./Feb., Mar./Apr. (5) Number of Issues Published Annually: 4. (6) Annual Subscription Price: $5.00. (7) Complete Mailing Address of Known Office of Publication (Not printer): DECA Inc., 1908 Association Dr., Reston, VA 20191-1594. Contact Person: Christopher Young. Telephone: 703-860-5000. (8) Complete Mailing Address of Headquarters or General Business Office of Publisher: DECA Inc., 1908 Association Dr., Reston, VA 20191-1594. (9) Full Names and Complete Mailing Addresses of Publisher, Editor, and Managing Editor: Publisher: Mary Peres, DECA Inc., 1908 Association Dr., Reston, VA 20191-1594. Editor: Christopher Young, DECA Inc., 1908 Association Dr., Reston, VA 20191-1594. Managing Editor: Janelle Arrighi, DECA Inc., 1908 Association Dr., Reston, VA 20191-1594. (10) Owner: Full Name, Complete Mailing Address: DECA Inc., 1908 Association Dr., Reston, VA 20191-1594. (11) Known Bondholders, Mortgagees, and Other Security Holders Owning or Holding 1 Percent or More of Total Amount of Bonds, Mortgages, or Other Securities: None. (12) Tax Status (For completion by nonprofit organizations authorized to mail at nonprofit rates): The purpose, function, and nonprofit status of this organization and the exempt status for federal income tax purposes: Has Not Changed During Preceding 12 Months. (13) Publication Title: DECA Direct. (14) Issue Date for Circulation Data Below: September 11, 2017. (15) Extent and Nature of Circulation: Average No. Copies Each Issue During Preceding 12 Months/No. Copies of Single Issue Published Nearest to Filing Date: (a) Total Number of Copies (Net press run): 110,610/92,153. (b) Paid and/or Requested Circulation: (1) Paid/Requested Outside-County Mail Subscriptions Stated on Form 3541. (Include advertiser’s proof and exchange copies): 101,322/83,882. (2) Paid In-County Subscriptions Stated on Form 3541 (Include advertiser’s proof and exchange copies) 0/0. (3) Paid distribution outside the mails: 0/0. (4) Other Classes Mailed Through the USPS: 6,942/6,197. (c) Total Paid and/or Requested Circulation [Sum of 15b (1), (2), (3), and (4)]: 108,264/90,079. (d) Free or Nominal Rate Distribution (By Mail and Outside the Mail): (1) Outside-County included on PS Form 3541: 0/0. (2) Free or Nominal Rate In-County Copies Included on PS Form 3541: 0/0. (3) Free or Nominal Rate Copies Mailed at Other Classes Mailed Through the USPS: 0/0. (4) Free or Nominal Rate Distribution Outside the Mail (Carriers or other means): 0/0. (e) Total Free or Nominal Rate Distribution (Sum of 15d (1), (2), (3), and (4)): 0/0. (f) Total Distribution (Sum of 15c and 15e): 108,264/90,079. (g) Copies not Distributed: 2,346/2,074. (h) Total (Sum of 15f and g): 110,610/92,153. (i) Percent Paid (15c divided by 15f times 100): 100%/100% (16) Electronic Copy Circulation: (a) Paid Electronic Copies: 0/0. (b) Total Paid Print Copies + Paid Electronic Copies: 117,773/92,100. (c) Total Print Distribution + Paid Electronic Copies: 117,773/92,100. (d) Percent Paid (Both Print & Electronic Copies): 100/100. I certify that 50% of all my distributed copies (electronic and print) are paid above a nominal price. (17) Publication of Statement of Ownership: Publication required. Will be printed in the November/December 2017 issue of this publication. (18) Signature and Title of Editor, Publisher, Business Manager, or Owner: Frank Peterson III, Co-Interim Executive Director. Date: 9/30/2017.