CFO Studio Magazine with Dominic Caruso, CFO, Johnson & Johnson

10 WWW.CFOSTUDIO.COM Q4 2016 STUDIES IN SUCCESS E very company, be it private or public, should focus on two primary goals: Being a great company and being a great investment or a great stock, says Jeffrey Kotzen, Senior Partner & Managing Director, The Boston Consulting Group (BCG). But there are very few companies that do both of those well, he continues. “To do both is hard,” but by focusing on the metric Total Shareholder Return, and actually using TSR as a lens for considering business strategy and decision-making, organizations are more likely to be successful in both the “great company” sphere and in delivering returns that satisfy investors’ expectations. Most companies decide on their business strategy and then set two other strategies, financial and investor, sequentially. The business strategy is usually based on the growth and margin they want to achieve, the geographies they are in or would like to be in, and the businesses they want in their portfolios. They DUN & BRADSTREET HAS MADE IMPORTANT REVISIONS TO ITS BUSINESS STRATEGY, BASED ON HOW IT VIEWS SHAREHOLDERS BY JULIE BARKER USING TOTAL SHAREHOLDER RETURN AS A LENS