{"id":1315,"date":"2011-06-15T12:16:01","date_gmt":"2011-06-15T16:16:01","guid":{"rendered":"http:\/\/retailprophet.com\/blog\/?p=1315"},"modified":"2011-06-15T12:16:01","modified_gmt":"2011-06-15T16:16:01","slug":"why-ron-johnsons-new-job-with-jc-penney-has-nothing-to-do-with-retail","status":"publish","type":"post","link":"https:\/\/www.retailprophet.com\/2011\/06\/15\/why-ron-johnsons-new-job-with-jc-penney-has-nothing-to-do-with-retail\/","title":{"rendered":"Why Ron Johnson’s New Job With JC Penney Has Nothing To Do With Retail"},"content":{"rendered":"

By Doug Stephens<\/p>\n

It was announced today that former Apple Store visionary Ron Johnson was given the helm of JC Penney.\u00a0 Among other achievements, Johnson is credited with coming up with the concept of Apple\u2019s now famous Genius Bar.\"\"<\/a><\/p>\n

There was a palpable excitement as news of the appointment spread over Twitter, and many in the retail community began to speculate as to the kinds of sweeping changes that Johnson might implement. \u00a0Many will be looking to him to turn water into wine or in this case, Penney into dollars.<\/p>\n

My feeling however is that Johnson\u2019s first and most critical role at Penney has little to do with the retail mechanics.\u00a0 It\u2019s not about re-merchandising, store design or P.O.S. systems.\u00a0 It has nothing to do with re-jigging websites or revamping the brand position.\u00a0 All of these things are important and will no doubt be addressed in good time but they are not<\/em> the factors that will ultimately determine Penney\u2019s (or Johnson’s) fate.<\/p>\n

The most important task is to get the people of JC Penney to STOP thinking like the people of JC Penney<\/em> and in fact, to stop thinking like retailers entirely. \u00a0The truth is that the department store model hasn’t changed in almost 100 years and unaided, will likely stay just as it is – running on fumes.<\/p>\n

His job is to get them to question everything they\u2019ve ever believed about the department store experience and the supposed immutable laws of retail.\u00a0 The most important thing he can do is encourage a sense naivet\u00e9 throughout the organization –\u00a0enabling\u00a0everyone to see JC Penney through the eyes of an outsider. \u00a0He needs to reward those who challenge (not defend) outdated retail thinking.<\/p>\n

The Apple Store didn\u2019t come to life because someone said, let\u2019s create a better computer store.\u00a0 It was born out of an aggressive and conscious effort NOT to build a computer store – to\u00a0literally\u00a0throw away every computer store paradigm of the time.<\/p>\n

Johnson\u2019s courage to navigate JC Penney directly into the dense fog of doubt about its own business, brand and industry as a whole, is ultimately what will define him as JC Penney\u2019s leader and determine the company’s future.<\/p>\n","protected":false},"excerpt":{"rendered":"

By Doug Stephens It was announced today that former Apple Store visionary Ron Johnson was given the helm of JC Penney.\u00a0 Among other achievements, Johnson is [\u2026]<\/span><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[92,145,146,46,147,24,148],"class_list":["post-1315","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-apple","tag-department-stores","tag-jc-penney","tag-marketing","tag-merchandising","tag-retail","tag-ron-johnson"],"yoast_head":"\nWhy Ron Johnson's New Job With JC Penney Has Nothing To Do With Retail | Retail Prophet<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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