Charles Schwab disrupted the brokerage industry in 1971 when he founded his firm, bucking conventional wisdom by drastically lowering trade commissions. His reasoning was simple: clients deserved better. His devotion to the client experience stands as the hallmark of Schwab’s business today.
Joe Carberry, SVP and Head of Communications at Charles Schwab, serves as the steward of the firm’s corporate character. In a wide-ranging conversation with The New CCO, Carberry describes the eponymous brand’s unique differentiating identity, how the firm’s strong culture and purpose trickle down from Charles Schwab himself, and why Agile methodology fits for the Communications function.
“Comms has always been a bit of an Agile function; we have to respond to media, we have to respond to crises. It’s taking that a step further and trying to organize the work and the teams and the process to quickly reconstitute against a very specific goal or a very specific audience, get something done very quickly, and learn very quickly.
“A lot of the changes that we have made to our function over the last few years are rooted squarely in the fact that the world around us is changing pretty quickly and pretty dramatically. Our overarching Agile approach reflects that.”
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