The New Psychology of Business Models

Management 3.0 – a psychological shift

You have a great business idea but you are not sure how to develop it. Should you follow conventional wisdom and write-up a thirty-page business plan? No. In my management 3.0 model, startups will have more success if they adopt lean and agile business development principles, where failing fast is the premium strategy and the lean business model reigns supreme.

I first encountered the idea of developing a one-page business model in 2007 when I came across the Osterwalder model on the web. This struck me as an attractive alternative to the starting point for a business instead of, say, a 30-page business plan. What I didn’t understand then, was that the beauty and power of a business model is not that it is just a boiled down summary of a business plan, but rather a way to change my psychological approach to building a business.  Nobody was around to tell me this, so my startup (an early attempt to gamify corporate wellness), died a needlessly slow and painful death.

Fortunately, it all clicked when I encountered the literature around lean startups. In this article, my description of management 3.0 for business models draws on the work of several very bright entrepreneurs and thinkers, including: Alex Osterwalder, Steve Blank, Eric Ries, and Ash Maurya. I include links to their work at the end of this piece. I have also taken ideas from the efforts of Tor Grønsund and Rob Fitzpatrick.

It begins with a different starting point

Now that you have an idea for your business, or perhaps your company has an idea for a new division, or you want to reboot, either way you need a business model. “But wait!” you might say. “What about doing market research?”  Good point. In the management 3.0 process, some market research can still be done during the idea development stage. But things have changed. It is now possible to shift a large part of the market research into the product development phase. You do this by launching sooner than later. And you start by developing the simplest working version of your idea. You call this your minimum viable product (MVP). MVPs, continuous deployment, rapid iterations all represent major changes in growing a business. All of which is possible because of something I call, the collapse of the customer feedback float.

The collapse of the customer feedback float

In 1982 John Naisbitt wrote, in his classic book on future studies Megatrends, about the collapse of the information float. He defined the information float as the amount of time information spends in any media channel. The float was the amount of time between transmission and reception. As technology-satellites, cellular networks, etc…- made the transmission and reception nearly instantaneously, this float collapsed.

Today, technologies such as social media, smart phones, high-speed data mining, ubiquitously networked electronic devices, etc… have precipitated the collapse of the customer feedback float. This float refers to the amount of time it takes a vendor to understand whether their product suits the market’s interests.  As this float collapses, what used to take longer to figure out, costing a great deal, can now be determined faster and much cheaper. This collapse of the customer feedback float becomes part of the new psychology behind the lean business model.

The old school approach to business modeling

To contrast the differences I’ve been explaining, let’s breakdown the old school approach to business modeling (Figure 1 – below). First, you would do market research to gain some insight into a potential market or an underserved market. This would result in a prospective idea/solution. This idea would then be expanded into products/services to address the possible market need.

In this way, the old system would produce a defined solution for a defined problem. From this, a detailed plan for execution filled with scope and projections would rise up out of the business ether like Mount Olympus.  Hopefully, all the expensive market research was right on and success would follow. Unfortunately, most of the time, it wasn’t. What did follow, almost every time, was creeping or even ballooning scope, increasingly large investments to support a lengthy development process with little iterative feedback, and a big resource commitment to create an amazing product or service that the in the end market may not actually want.

The Old School Business Model

Figure 1 – The Old School Business Model

Now let’s consider what the collapse of the customer feedback float makes possible.

When you launch a minimally viable version of your product or service, the current uber-connected market place allows you to get high quality feedback from your potential markets almost immediately. This data can then inform your development process, ensuring that you are building products based on real-time, market demand. Developmental efficiency increases because it comes from shorter, iterative, development cycles that hew more closely to products and services the market actually wants. However, the really interesting benefit to this act-analyze-adjust approach is the way it impacts organizational and personal psychology.

The new lean business model – embracing the undefinable

By moving from a long view of development to an iterative view, you must be ok with not knowing all the answers. This is a psychologically superior position because it allows for greater innovation, resilience and adaptability. The old school methods of long-term planning and development created a false sense of security or pseudo-stability that has long been valued by stifling corporate bureaucracy. Overcoming this tendency gives both the new startup and the rebooting business a big advantage.

So, the basis for the old business model was that market research leads to a defined problem that leads to a defined solution that leads to big scope development which then risk a great deal of resource. So what does a Management 3.0 business model look like?

As a Management 3.0 lean business model entrepreneur you:

1) Take a step back from any pre-defined ideas about a product or service and think about possible consumer pains or undiscovered needs and…

2) Assume that you have an undefinable problem around a general pain or potential consumer need.

3) You then put forward an untested solution for your moving target of a problem.

4) Next you describe your Minimum Viable Product. This is your business hypothesis.

This approach (see figure -2) represents a new psychological positioning for the entrepreneur. The challenge is to admit that you only have an untested solution for an unproven problem. So what is the benefit to taking this position of uncertainty? You can now develop a business model around an evolving hypothesis that is subject to constant testing and iteration. This working hypothesis becomes your minimum viable product.

Figure 2 – a management 3.0 lean business model

The Management 3.0 lean business model canvass (Figure -3)

At this point, you are ready to write a business model around this hypothesis that begins with answering eight questions, and after filling out your lean canvas you begin testing your M.V.P. hypothesis in a cyclical approach.

The cycle is simple:

  • ACT – design, build, code, develop;
  • ANALYSE – release, test, measure, discuss;
  • ADJUST – design, build, code, develop;

Rinse, lather, repeat…

Each newly tested version of your evolving hypothesis – a.k.a. your iterating Minimum Viable Product gets plugged back into your business model. The eight questions can then be revisited and your model continues to adapt to market reality.

Management 3.0 Lean Business Model Canvass

Figure 3 – Management 3.0 Lean Business Model Canvass

The Eight Questions

Four questions expand on the product side (your untested solution) and four describe your approach to the market (your undefined problem). Remember, the undefined status is an asset because it keeps you in a testing, innovating mindset.

Product questions: built around your initial business hypothesis or M.V.P.

1) Outside support – what other businesses and services will you draw on for support?

  • Potential partners
  • Cloud SaaS providers
  • Incubators, accelerators, business networks
  • Investors
  • Marketing partners

2) Development – what tech or other resources will you need to build your business?

  • Open source, SaaS, existing platforms
  • Programmers, UX/AI, MBA, agile product/project manager, other specialists…
  • User generated content, crowd sourcing

3) Key Metrics – how will you get and measure continuous customer feedback?

  • A/B testing
  • Continuous deployment assessments
  • SEO, SMO and other new media stats
  • Landing page conversions
  • New customers acquired
  • Demographic analysis of individuals (potential customers) applying to become customers, and the levels of approval, rejections, and pending numbers.
  • Status of existing customers
  • Repeat behavior
  • Customer attrition
  • Turnover (i.e. revenue) generated by segments of the customer population.
  • Customer lifetime cycle and lifetime value

4) Costs – what is your cost per sale/customer?

  • Pro-rated fixed costs
  • Variable costs
  • What are your economies of scale (how much less will produce more of your product cost)
  • What are your economies of scope (what other products or services can you use offer using your existing structure)?

Market questions: built around your untested solution and who you feel will be interested

5) Target Audience – who will want this product?

  • Define and describe the demographic(s)
  • Psych profile
  • Niche vs. mass

6) Unique Advantage – what makes customers choose you over your competitor?

  • What makes you unique?
  • What do you do that will be difficult for your competition to copy or buy?

7) Customer development – how will you connect to and interact with your customers?

  • Web marketing: SEO, SEM, SMM,
  • Internet advertising
  • PR – blogs, press releases,
  • Events, demos, conventions
  • TV, radio, magazines, newspaper
  • Direct mail, flyers
  • Polls, surveys,
  • Beta testing
  • CRM options (sales force, pipeliner, google apps…)

8) Revenue – how will you make money?

  • Single sales
  • Repeatable sales
  • Subscription service
  • Freemium to premium model
  • Add-ons
  • Advertising revenues
  • Licensing/commissions
  • Sales projections (what are they based on?)
  • Projected customer life cycle and lifetime value

My canvas is one of several iterations based on the original Osterwalder version. All of them have value. Although this one is especially suited for agile development. The important thing is to start with one and begin testing your hypothesis.

A Better Way to Think

Allowing your perspective to shift from a big-plan-specific vision to a fluid-discovery-process is an important part of Management 3.0. Seeing business growth as a series of discrete discoveries instead of an overreaching plan wires your brain for flexibility. This, in turn, will enhance your creativity and your ability to innovate.  As you can see, Management 3.0 is more than just new tools for growing your business. It is a new way of thinking; a clearer, braver way to think.

———————–

Here are some links for more insight into this topic:

Osterwalder’s Business Model
Ash Maurya
Eric Ries
Steve Blank
Tor Grønsund
Rob Fitzpatrick

Looking forward to your comments and please share if you like 🙂

Co-Founder Dating: what you should know

 Looking for business partnersYou Are Ready To Make Your Next Million
You have a great idea for a new business, an invention, an iPhone app, or you are ready to create the next Internet. Now all you need is a partner, or maybe even partners*, to bring your vision to life. How should you go about looking? How can you lower the risk of choosing poorly?
(*Check out this blog on the 4 crucial roles in a start up.

Clarity Improves the Odds of Finding the Right Partner
There are many issues to consider when deciding whom to work with. You have to consider skill sets, experience, availability and ambition. You also must consider the all-important issue of temperament. Someone who has the first four qualifications but lacks the ability to get along and work without undue conflict with others will result in a dismal and often costly counterproductive situation.

One way to learn about choosing partners is from the mistakes of others.  I am currently collecting anecdotal summaries and reports on this topic from those who have experienced the phenomenon and I strongly recommend you do the same. Social science also has much to say about this. Some of the existing research tells us that:

  • Partnerships are not a soft option but hard work;
  • Partnerships take time to develop;
  • Partnerships must be realistic and aim for what can be achieved, not be set up to fail by being too ambitious;
  • Partnerships can, if successful, achieve more than individual agencies working alone.
    (How to create successful partnerships—a review of the literature, Wildridge, Childs, Cawthra, Madge; Health Information & Libraries Journal, 2004)

Among some of my findings on the nature of why partnerships fail  is that people mistake partnerships as something that will make their lives easier. The reality is, that most of the time, partnerships make life harder and the most compelling reason to add such a burden to one’s life is because the two parties (or more) can create something together that they could not create alone. Having clarity about the value of that potential creation is necessary for overcoming the added difficulty of the partnership. 

Allow Patience to Temper Enthusiasm
Many partnerships have begun on the best of intentions based on apparent compatibility among associates and then somehow degraded into conflict and discontent.

One clue is in the concept of “apparent compatibility’. Sometimes this apparent compatibility is actually the product of your enthusiasm. Enthusiasm can mask potential flaws in prospective partners and associates. This also happens in romantic relationships when the initial chemistry fails to reveal psychological differences between partners. In both situations the heady hopes that this person is “the one” clouds your ability to discern.

Sometimes excitement about an idea makes you feel desperate to find someone with whom you can develop the idea further. You may meet someone who seems perfect because of his or her talent or experience but this is where you must learn to exercise patience. Ask yourself how you really feel about this person. If they did have the expertise or resource that is exciting you, consider whether you would want them as a friend? Would you want to spend a lot of time with them? Get the opinion of others who know you and who may have an easier time being objective.

Natural Language Sessions and the Transcript Solution
Dorene Lehavi, Ph.D. (a principal of Next Level Business and Professional Coaching) has talked about the negative impacts of money problems, partners with control issues, and conflict due to changing vision. (http://successfulbusinesspartnership.blogspot.com/)

Part of what contributes to future conflict is the optimism and enthusiasm of a new venture. Filled with hope and aspiration, cofounders, new partners, closely involved investors and principal stakeholders layout a blueprint for the future; one made of projections, business plans, corporate bylaws, shareholder agreements, etc.…  In this prospect filled process, difficult and potentially painful questions go unanswered.

Taking the time to sit together and answer questions that the Atman Approach provides can go a long way to reducing future pain and even untimely death to a viable project. The Atman Approach uses automated (or when possible live) facilitation through questionnaires. Often the process can seem almost like a therapy session. It is not. It is, however, a vital means of uncovering unseen emotional hazards early on and making provisions for them.

Money is usually the biggest cause of future conflict. So in the Natural Language Session we give that issue the most attention. For example the questionnaire takes future partners through a number of scenarios to develop a clear strategy for overcoming such situations.

The process uses natural or conversational language. The whole session is recorded and a transcript is produced. This transcript is then delivered to the attorney for the business entity and a legal document, partner agreement; additions to bylaws, etc.… are drafted. This turns the frank and open-hearted discussion into a far more mature legal framework for the venture. This type of preemptive work has the potential to save money and cut the likelihood of future heartache.

Reminders

  • While part of the issue is choosing well a more significant part to building successful partnership is in the execution of the relationship
  • Refining intuition is possible and when combined with hard data can make you a better judge of character. (Face reading and empathy can help with this.)
  • Seeing people as conscious beings who are struggling due to a misplaced sense of self provides a new platform for understanding emotions and motivational needs
  • Partnerships require resilience and adaptive expectations
  • Pick partners that you like. Are they someone you want to do social things with?
  • Learn more about how face reading can make you a better judge of future partners and employees here.

The 4 crucial roles in a startup

Building your company right – the first time

If you are starting a new company one of the first issues you must face is who will do what? And, what is my role going to be?

Most startup and entrepreneurial pundits list three key roles in the development of a great new company:

Developer – Tech guru (in a media or service company this is the person responsible for creating amazing content or the product).

Designer – UX/AI guru; this is the person who makes you look great and makes the client interaction feel great. They handle all visual, auditory, and emotional interfacing with the clients and other stakeholders; they are responsible for product development and management.

Distributer – Marketing guru; this is the brain behind getting your product or service to the public

What’s often missing from this list is the essential fourth column of support:

Director – the start-up CEO or People guru(description below)

The roles can be loosely mapped to my Management 3.o model of personalities in the workplace (paper available by request). In this model a balanced organizational body requires a:

Doer  (usually a developer, but could also be a designer and/or distributor).

Doers are task agents and finishers who are detailed and disciplined

Social/Seller (the deal maker – sales person).

This is often the distributer (but that doesn’t mean that the developer, designer or even director couldn’t fill this role). The social seller connects people and objects together and is: convivial, open, sharing, communicative, and moves things forward.

Brilliant Bureaucrat (biz dev, and people wrangling; definitely the role for the director).

The brilliant bureaucrat is a rational thinker, analyzes, understands politics and warfare, organizes, plans, and protects.

Visionary (can be any of the previous roles ie. developer/designer/director or be the chairperson, shepherd, holder of the vision, etc… ).

A visionary is the shaper, originator and creative genius; they are intensely curious, risk takers, and highly intelligent.

Remember  the four parts of a balanced organizational body roles can be filled in a number of ways, (the mapping doesn’t have to be one to one if you have people who can fill more than one role).

The importance of a director

As stated above the missing link to a balanced organizational body is often the director. Assuming your developer/designer team is somehow covering Doer and Visionary and your marketing person is covering Social/Seller, then who is your Brilliant Bureaucrat?

Sticking with the alliterations listed above you would be missing a director of operations; a start-up CEO – Your People Guru. It is important to remember that the start-up CEO or ‘early stage CEO’ is different from the second stage or ‘growth stage CEO’. (See my article on The 68 Responsibilities of a CEO.)

In a small company the early stage CEO is:

  • the operations officer ie. designing and developing business operations or the business method – that which produces value for clients and investors
  • responsible for business development ie. developing new opportunities attracting new clients, penetrating new markets
  • senior project manager ie. bridging the gap between projects [ideas] and business operations, and
  • Human resource manager  ie. overseeing recruitment and managing personalities as the company ramps up

He/she is all of the above rolled into one personality designed from the ground up to support all the other members of the team and to help manage the expansion of both staff and clients. But in a startup this role needs to be much more that a good people wrangler, you need a smart business developer.

In the words of serial entrepreneur and VC Mark Suster, “who else is going to get out there and close your big biz dev deals with you? Who’s going to help you with improving your marketing / positioning to become a clear platform category leader like Twilio? A few key people really can make a huge difference…. The reason you’re not getting to the next level is that you’re not prioritizing the precise thing that could take you to the next level. I would say recruiting at least one superstar would be your priorities 1, 2 & 3.”

According to James W. Breyer, superstar VC, and multiple board member (including Facebook),  “Skills, passion, intense curiosity and extremely high IQ are more important,” when asked about the importance of age in an article about start-up CEO’s. (WSJ 010712)

So when you look around at your team, do you have a superstar in each of the 4 columns of support (developer, designer, distributor, director)? Do you have each part of a balanced and functional organizational body (visionary, social seller, doer, brilliant bureaucrat)?

Remember this doesn’t necessarily mean that an individual fills each crucial role. If you are lucky enough to have someone on your team (maybe you?) that can fill two roles that’s awesome. If you have somebody on a team that can fill three roles, that’s Steve Jobs. If you have somebody that can fill all four roles you wouldn’t be reading this blog you’d be inventing the next Internet.

Unfortunately this role of a Brilliant Bureaucrat is often overlooked. What you should be looking for is someone who gets business but also understands the dynamic of all the other roles. you want someone who has a strong MBA mind but is not insulated by an MBA mind set. They need to be able to see the big picture of the vision holders and they need the discipline of a Doer.

How to find the right director of operations

But to attract a Brilliant Bureaucrat you have to speak their language. Don’t come at them with all the sizzle of your dreams; bring them numbers, hard facts, and something that looks like a business plan. Remember that to build a holistic and balanced team you will need members with different personalities. Learn the language and communication styles of those personalities that differ from you.

Another valuable tool you can use in building healthy relationships with future partners is using natural language agreements. This is a model I have designed that uses guided or facilitated sessions that create very thorough dialogs around many of the difficult questions facing partners. These sessions are transcribed and then transposed by a legal representative into a contract or letter of agreement.

Even if you have a great idea you are going to be limited or propelled by your team. It should be your priority to get the right people on the bus. Ask yourself again and again, “do I feel amazing about my team?” If the answer isn’t yes, you need to slow down and regroup. If you are unsure about a possible member use the natural language session as a away to uncover potential conflicts or unspoken concerns. Questioning your team and each person’s fit early on is uncomfortable. This is why it rarely gets done. Unfortunately, putting off a potential disconnect or a personality problem in the near term just leads to painful and expensive adjustments later on. Better to face the difficult questions now.

What is my role going to be?

Be sure you have asked this of yourself after taking a close look at both your personality and the personality of the others on your team.

Assess your team and make sure you have somebody supporting you in all the roles your business requires. And don’t be afraid to cut losses early, if you need to pass on a potentially problematic partner, do it. Don’t hang on to somebody because they are all you’ve got and you don’t know if you will find somebody. The ability to keep looking is a risk and risks are what leaders have to take in order to succeed.

Seven Personal Habits for Failure

The success and achievement you seek become more likely by taking an open-eyed look at personal pitfalls.

An interesting part of my work and studies into organizational and inter-personal psychology is cataloguing and describing how institutional psychology informs individual psychology. This happens when underlying structural dysfunction and the psychological requirements of the organization become part of the individual’s temperament.

To build better organizations and societies you have to look for the consequences in the individual and the antecedent in the organizational structure.

Here are seven initial characteristics that people tend to emulate and thereby perpetuate the already institutionalized dysfunction. Learning to seeing them in yourself is a valuable step towards seeing it in an organization’s psychology.

1) Self deception – lacking the humility and the personal candor or insight to perceive your shortcomings: This problem makes you unavailable for help or guidance even if it is right in front of you. Without the willingness to search for your own blind spots (which are invisible to you) your risk of failure increases dramatically. It is not enough to go to those who are wiser and more experienced unless this is done with a willingness to see things which will most likely make you feel uncomfortable. Facing one’s own shortcomings is the deliberate self-infliction of pain. It takes a strong sense of resolve to subject your self to this process. Developing this resolve requires:

  • Going inside yourself and bit by bit facing those things which you are most of afraid of
  • Seeking out mentors who will be starkly honest and constructively critical of your strength and weaknesses
  • Keeping track of behaviors – listing both productive (positive) behaviors and counterproductive (negative) behaviors
  • Actively observing your interactions with others and noticing the nature of those interactions.
  • Being ruthlessly honest with yourself about your intentions, and digging deeply in to your own hidden agendas, especially as they lead to great awareness of egoism, unnecessary defensiveness, fear based impatience, selfishness, etc…
  • Being honest about your business position. For example: market potential – don’t fail to see when the numbers just aren’t there. Or when you are causing more pain than good to your stakeholders, or if the conditions for your endeavor are just not there, the list goes on.

Do not be afraid to be ruthlessly honest about you and your situation. (Incidentally this includes taking an accurate stock of your assets, material and personal.)

2) The need for certainty – it is a common trait to want to control the outcomes of events and our efforts. But you must learn to accept what you have no control over; and that is almost every outcome in your life. If you accept that life is a complex, dynamic playing field that is constantly in motion and never stable you will be far stronger through resilience and adaptability.

3) Failing to compartmentalize confidence and humility – you must be a citizen of two worlds: experience two distinct realities – an external experience and an internal experience. On the outside you must behave confident and grounded like a mountain. On the inside you must be humble and flowing with the fluidity and resilience of a river.

4) Making kindness and courage mutually exclusive – It is a mystery to me why people can’t see the reason “nice guys finish last”. It is certainly NOT because they are nice. In almost every real or fictional account of a nice guy finishing last what torpedoed him (or her) was not the highly valuable quality of niceness or kindness, but rather the lack of courage. For some reason people have come to think of those qualities as mutually exclusive. They are not. They are both required to be a true success.

5) Battle without reserve but don’t fail to repose with abandon – there is increasing pressure to rest and relax less. This has been the trend around the world, even causing workers to feel guilty for wanting to take breaks.  The solution is not to become less diligent or less determined to take part fully, but rather to remember that R&R is as important to success as hard work.

So, yes, give it all you got. Don’t save enough for the trip back – go forth each day with the idea that it is your last and you have nothing to hold back for the return trip. Make each day and each hour of your working life count as if everything depends on your efforts. But when the day is over or the week-end or month-end break arrives take it with impish seriousness. Really relax and allow you mind and body to recuperate. Also do not forget to feed your soul.  Internal strength comes from humility. Humility means cultivating an awareness of that which is greater than you. This can be God, the universe, nature, humanity, or that which you understand to be greater. You will be empowered by not feeling like it is you at the top of the heap.

6) Fear of failure –If it is worth doing you must be willing to fail and you must embrace the possibility of pain and loss of reputation. You must know the risks and own them. Go into the pitch with full knowledge of the worst possible outcome and be willing to continue forward at full speed in spite of this. People mistake blind optimism with courage and think that fear of failure is having negative thoughts. This is psychological-babble and rubbish. Fear of failure begins with being unwilling to acknowledge the worst and ends with being unprepared for it. There is no daring in delusion. It is looking into the darkness and choosing to advance that makes up courage.

7) Envy and Greed – the unwillingness to see what others have to share, to seek help when it is needed and to reward those who make sacrifices for your success. In the past we valued the time people gave us with monetary designations as if it is possible to put a value on the increments of time that make up a human life. If we look at those who take part in our business growth as contributing their time on earth which can hardly be valued as less or greater than your own then we may have a different consciousness when we decide how to remunerate and reward. There is a beautiful logic and empowerment to being increasingly fair in the way we conduct ourselves.

It is certainly worthwhile to look deeply at the implications and existence of these issues in your personal life. It is even more important to understand how the organizations that we created are not just cultivating these types of dysfunctions but are actually requiring them. Subsequent articles will look at how these unhealthy behaviors can be eliminated from an institution’s deep structure.

Where are you on the management scale of newbie to expert hacker?

Three Levels of Management

Companies and institutions exist at different levels of functionality. It is important for the person(s) responsible for the organization to honestly and accurately assess their state of managerial needs. In other words, are you a “Newbie”, an “Experienced User”, or an “Expert Hacker”?

As a starting place we can look at three general levels or grades of management.

Beginner’s Management [Newbie or Management 1.0]

Fundamentals of managing an organization:

  1. (Forecast & Plan) – Examining the future and drawing up a plan of action. (The elements of strategy.)
  2. To organize – Build up the structure, both material and human, of the undertaking.
  3. To command – Maintain the activity among the personnel.
  4. To coordinate – Binding together, unifying and harmonizing all activity and effort.
  5. To control – Seeing that everything occurs in conformity with established rule and expressed command.

Fundamentals of being a manager:

  1. They ask “what needs to be done?”
  2. They ask “What’s right for the enterprise?”
  3. They develop action plans.
  4. They took responsibility for decisions.
  5. They took responsibility for communicating.
  6. They were focused on opportunities rather than problems.
  7. They ran productive meetings.
  8. They thought and said “we” rather than “I”.

And the Fundaments of managing by objectives:

  1. Cascading of organizational goals and objectives, (For example, a top level goal of increasing sales by 20% over a defined period may require a bottom level goal of increasing marketing effectiveness or marketing coverage in order to reach the sales set.)
  2. Specific objectives for each member,
  3. Participative decision making,
  4. Explicit time period, and
  5. Performance evaluation and provide feedback.

(Peter Drucker’s Management by Objectives also introduced the SMART acronym for checking the validity of the objectives, which should be:

  • Specific
  • Measurable
  • Achievable
  • Realistic! and
  • Time-related. )

If the person(s) responsible for managing are able to look at the eighteen points above and determine they are more or less in place, they are operating at the most fundamental or beginner’s level of management. If the company management feels it is operating below this standard most of these practices can be self taught by studying them on the internet or visiting a bookstore.

Informed Management [Experienced User or Management 2.0]

While there are many aspects to informed management some of the basics that must be present are:

In depth financial planning and controls: this usually requires someone with a graduate degree in business, such as an MBA or equivalent and is proficient in:

  • Business modeling
  • Business planning (analysis, forecasting, budgeting…)
  • Capital raising strategies
  • Risk assessment
  • Valuation
  • Corporate Taxation

Use of a more dynamic management systems: such as Value Based Management, which tries to streamline and integrate the following into its corporate purpose and values:

  • the corporate mission (business philosophy),
  • the corporate strategy to achieve the corporate mission and purpose,
  • corporate governance (who determines the corporate mission and regulates the activities of the corporation),
  • the corporate culture,
  • corporate communication,
  • organization of the corporation,
  • decision processes and systems,
  • performance management processes and systems, and
  • reward processes and systems,

A Value Based Management System has three principal objectives:

  1. Creating Value – How the company can increase or generate maximum future value; more or less equal to strategy
  2. Managing for Value – Governance, change management, organizational culture, communication, leadership
  3. Measuring Value- Valuation

Value Based Management is dependent on the corporate purpose and the corporate values. The corporate purpose can either be economic (Shareholder value) or can also aim at other constituents directly (Stakeholder value).

The application of Quality Management – the basics of which involve quality planning, control, and improvement. The benefit of this is:

  1. costs decrease because of less rework, fewer mistakes, fewer delays, and better use of time and materials;
  2. productivity improves;
  3. market share increases with better quality and prices
  4. the company increases profitability and stays in business; and
  5. the number of jobs increases

One of the best summaries of Quality Management was written my Edward Deming:

  1. Create consistency of purpose toward the improvement of product and service, and communicate this goal to all employees.
  2. Adopt the new philosophy of quality throughout all levels with the organization.
  3. Cease dependence on inspection to achieve quality; understand that quality comes from improving processes.
  4. No longer select suppliers based solely on price. Move towards developing a long-term relationship with a single supplier.
  5. Processes, products, and services should be improved constantly; reducing waste.
  6. Institute extensive on-the-job training.
  7. Improve supervision.
  8. Drive out fear of expressing ideas and concerns.
  9. Break down barriers between departments. People should be encouraged to work together as a team.
  10. Eliminate slogans and targets for the workforce.
  11. Eliminate work quotas on the factory floor.
  12. Remove barriers that rob workers of their right to pride of workmanship.
  13. Institute a program of education and self-improvement.
  14. Make sure to put everyone in the company to work to accomplish the transformation.

Customer relationship management (CRM) – a widely-implemented strategy for managing a company’s interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support.

CRM has three principal objectives:

  1. Acquire new customers
  2. Enhance customer service
  3. Retain and continually engage client base

The benefits of CRM must be defined, risks assessed, and cost quantified in three general areas:

  1. Processes: Though these systems have many technological components, business processes lie at its core. It can be seen as a more client-centric way of doing business, enabled by technology that consolidates and intelligently distributes pertinent information about clients, sales, marketing effectiveness, responsiveness, and market trends. Therefore, a company must analyze its business workflows and processes before choosing a technology platform; some will likely need re-engineering to better serve the overall goal of winning and satisfying clients. Moreover, planners need to determine the types of client information that are most relevant, and how best to employ them.
  2. People: For an initiative to be effective, an organization must convince its staff that the new technology and workflows will benefit employees as well as clients. Senior executives need to be strong and visible advocates who can clearly state and support the case for change. Collaboration, teamwork, and two-way communication should be encouraged across hierarchical boundaries, especially with respect to process improvement.
  3. Technology: In evaluating technology, key factors include alignment with the company’s business process strategy and goals, including the ability to deliver the right data to the right employees and sufficient ease of adoption and use. Choosing appropriate technological solutions is best undertaken by a carefully chosen group of executives who understand the business processes to be automated as well as the software issues

Human Resource Management:  this is the management of the people you have hired

  • Workforce planning
  • Recruitment (sometimes separated into attraction and selection)
  • Induction, orientation and organizational socialization
  • Skills management
  • Training and development
  • Personnel administration
  • Compensation in wage or salary
  • Time management
  • Travel management (sometimes assigned to accounting rather than HRM)
  • Payroll (sometimes assigned to accounting rather than HRM)
  • Employee benefits administration
  • Personnel cost planning
  • Performance appraisal
  • Labor relations

Experts in this study the science of Industrial Relations, which is quite extensive.  Wikipedia had 195 pages listed under the related subject of ‘organizational studies and human resource management’.

Informed Management in summary: If your organization has in place at the very least, some version of these five attributes of management, namely:

  1. Advanced financial planning and controls
  2. Some dynamic management system
  3. A system for Quality Control
  4. A Customer Relationship Management strategy, and
  5. Human Resource Management

then you can be considered an organization at the informed level of management.

If you feel you are not functioning at the informed level of management then you would be well served by hiring a management consultant. There are many capable consultants ranging from one person independent contractors to large multi-national firms like McKinsey & Company.

The standard of informed management is really just the status quo. It is where a company that hopes to remain viable must be. But to go beyond the status quo, to operate at the more elusive, and much desired level of being a remarkable enterprise requires advanced management.

Advanced Management [Expert Hacker or Management 3.0]

To have your management and employees working at a level of exceptional performance, and constant innovation under extreme market pressures requires the input of experts in organizational psychology which is several levels above normal business management consulting.

As described in the previous sections regular business management consultants focus on work flow, productivity outcomes, information systems and other external factors.

Industrial or organizational psychology focuses on the underlying and implicit dynamics that shape and influence the individuals in the organization. These difficult to detect psychological factors set the limits for how well your work force will be able to achieve your business goals. Failure to address the deep seeded dynamics will also suppress individual potential and cause personnel to work well below capacity.

The goal of advanced management solutions is to create a remarkable organization that will outperform competitors. This is done by introducing advanced dynamics that can instigate a companywide chain reaction of individual improvements and new group/ team capacities.

An astute organizational psychologist does this by dismantling dysfunctional dynamic and problematic behaviors and incorporating new roles and perspectives and seeding better expectations and behaviors.  These new dynamics act on the resilience and adaptability inherent in most people and can uncover performance capacities that the individuals themselves might not realize they had.

Industrial or organizational psychology is a management process that knows that both humans and institutions have and underlying psychology. Like humans, institutions are mostly unaware of the dramatic influence of psychological processes. Neither is fully aware of how these psychological forces are controlling them and shaping their outcomes.

The organizational psychologist understands, however, that of the two, the institutional psychology is the dominant force. Change the psychology of the institute and you will change the psychology of the individuals.  Ignoring this and just trying to change the psychology of the individuals who make up the institute may not change the institute, and they will, over time, most likely revert or succumb to the influence of the institution.

For this reason advanced management requires support from specialists in the psycho-dynamic-transformation of six key aspects of your organization. They are:

  1. productivity,
  2. innovation,
  3. stress management,
  4. health & wellness,
  5. team/group development, and
  6. employee management

Industrial /organizational psychology addresses traits that are often intrinsic or internal such as

  • creativity
  • self-motivation
  • patience
  • honesty
  • courage
  • kindness and
  • confidence

to name  just a few. A large body of scientific work has made it clear that these factors can be measurably improved by applying psychological methodology to the business environment. (Wikipedia lists 15 distinct scientific journals with the specific focus of industrial and organizational psychology.)

Influencing these types of human characteristic is done using a range of research-driven tools which includes doing both basic and applied research, as well as primary and secondary research. Different approaches include:

  • Strategically focused research – this is constructive research with the greatest likelihood of creating practical and commercial applications
  • Clinical research – empirical research to test the efficacy of various hypotheses on individuals in controlled trials
  • Directed research – this is research conducted in a response to an outside request to explore a specific area of scientific expertise
  • Systematic review – a summary of research that uses explicit methods to perform a thorough literature search and critical appraisal of individual studies to identify the valid and applicable evidence
  • Meta-analysis – a statistical study of the results of several studies that address a set of related research hypotheses

Industrial psychologists also rely on diverse data sources including:

  • psychometrics and personality assessments
  • quasi-experiments
  • human judgment
  • historical databases
  • objective measures of work performance and
  • questionnaires or surveys

Altogether the industrial/organizational psychologist can change a company’s culture, improving member performance and resulting in greater outcomes. Some of the areas affected by advanced management solutions include:

  • organizational development
  • time management
  • decision making
  • motivation
  • communication
  • creative thinking
  • divergent vs. convergent thinking
  • problem solving
  • critical thinking
  • employee interaction and co-operation
  • stress and health
  • reducing health care costs
  • reducing absenteeism (and presenteeism)
  • work/life balance
  • the impact of health on productivity
  • nutrition and productivity
  • leadership skills
  • team collaboration
  • employee selection
  • employee retention
  • remuneration and compensation
  • executive training
  • presentation skills

The future success of business will depend on new levels of collaboration between business leaders and experts in social sciences like industrial psychology. By allowing an expert to help with organizational development the management can focus on what they are in business to do.