How Many Layers?

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From the Ask Tom mailbag –

Question:
You say that management initiatives (like communication, efficiency, goal setting and teamwork) will flounder if laid on the wrong structure. How do you get your structure right?

Response:
There are a number of steps, let’s take them one at a time.

Limit the number of layers to the minimum required. Layers are necessary, but no more than necessary.

Stephen Clement (co-author Chris Clement) in their book It’s All About Work, describe the non-warfighting side of the US Army with 12-15 layers, but the warfighting side only seven layers. Tested in the crucible of combat, too many layers between the top and the bottom got people killed. The US Army is a very large organization and only needs seven when it counts.

  • S-I organization, typically a Mom and Pop who are self-employed only need one layer.
  • S-II organization, is a Mom and Pop, self-employed, but want a day off. They need two layers.
  • S-III organization, contains a single core function, does it well, with only a skeleton of support functions. Three layers.
  • S-IV organization, has a robust internal core function with healthy, mature support functions, integrated together. Four layers.
  • S-V organization, robust internal core function, integrated internal support functions, sensitive and responsive to external systems like market, regulatory, finance, labor, technology. Five layers.

Most domestic small to medium size businesses up to several thousand employees can be managed with no more than five layers between technical production (S-I) and the business unit president or CEO (S-V). Limit the number of layers to only what is necessary.

Why Structure?

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From the Ask Tom mailbag –

Question:
In your workshop, you say that everything starts with structure, or organizational structure. There are so many other management issues to focus on, like communication, efficiency, goal setting and teamwork. Why do you always focus on organizational structure?

Response:
You are correct. Communication is important, lean initiatives bring efficiency, goal setting keeps us focused and teamwork helps us work together. But, all of those efforts will underperform if undertaken on top of a faulty structure. You may even see short term improvement by setting goals, or being more efficient, but in the long run, a faulty foundation will rip those improvements apart.

Get your structure right, and many of your issues related to management and motivation will disappear (almost overnight).

What is Accountability?

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From the Ask Tom mailbag –

Question:
You talked about structure being the way we define working relationships related to accountability and authority. What is accountability? measuring expectations or consequences that can come with results?

Response:
Accountability is an agreed upon output for which we are held to account. It contains four parts –

  • Quantity of something, could be a quantity of one or quantity of many.
  • Quality standard, must meet some qualitative standard or measurement.
  • Time, either a specific deadline or a specified evaluation period.
  • Resources, within a set of limited resources or constraints.

The output must be agreed upon. I like formal agreement on important accountabilities, even signatures on a contract. For which we are held to account. Not for which we are held accountable, because I cannot hold anyone accountable for anything. But I can hold someone to account, meaning the person holds themselves accountable for the agreed upon output. I like the accounting part to be held in a regularly scheduled 1-1 meeting with the person’s manager.

Here is what it sounds like in a role description’s key area.

Prior to the end of (period), a report will be published counting all of the finished goods that meet our quality standards, including the quantity of rejected goods, within the constraints of our assembly line. That report will be reviewed monthly in a regularly scheduled 1-1 meeting with (role’s) manager.

Prior to the end of the project timeline, a report will be compiled and published of each of the project’s components related to the standards specified by the architect and its inspection (sign off) by the building inspector. That project report will be reviewed three times during the project, after mobilization, midway (50 percent) and post punch-list in a regularly scheduled project review meeting with the (role’s) manager.

Leadership Charisma

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Leadership is a billion dollar business, yet all around us, we rarely see effective leadership. There are books, seminars, groups and programs to build better leaders (that’s the billion dollar business), yet much of that effort is wasted and fruitless.

The effectiveness of an organization is based on its structure and the role of leadership is to design and build that structure. Effective leadership has less to do with charisma and personality, more to do with building an organizational system to get work done.

Structure begins with the founder, a structure of one. There is work to be done and the founder is doing the work. There is always work left over, so the founder hires three or four people. These people do a little bit of everything. The work is organized around the scarce resources of infant structure. At some point the founder realizes the work can no longer be organized around the people, the people have to be organized around the work.

Organizing the people around the work requires that specialized roles be defined, tasks, activities and expected outputs from those activities. This is the emergence of roles.

This organization is no longer a structure of one, but a structure of many. It is not enough for each person to play their role, the roles have to be designed to work together, more complex than a structure of one, a structure of many. And, organizational structure is born.

Organizational structure is simply the way we define the working relationships between people. The two things that must be defined are –

  • In this working relationship, what is the accountability?
  • In this working relationship, what is the authority? Authority to do what? Make decisions and solve problems the way I would have them solved.

And, so the structure of one becomes the structure of an organization. I don’t care about your personality or charisma as a leader. I only care whether you can design and execute the structure, to get some work done.

Communication Problem Only a Symptom

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From the Ask Tom mailbag –

Question:
Hi Tom. In the seminar I attended, you said something about communication not being an issue in an organization, and I was surprised at that, as I believe communication is often a problem in organizations. Maybe I misunderstood. Will you please elaborate?

Response:
Communication breakdowns are often a symptom of a deeper darker problem.  Companies believe they have communication issues, so they conduct a communication seminar that RARELY solves the problem.  Whenever a client reports a communication problem, I start with accountability and authority.  The identified communication problem is a symptom of an accountability and authority problem.  Communication breakdowns can help us locate the problem, but not to resolve it.

Most communication problems are between two people who have to work together, but are not each other’s manager.  This is the dotted line phenomenon on most org charts.  The problem with the dotted line is the undefined accountability and undefined authority.  As managers, we hope the two will be able to figure it out, which is where the communication breakdown begins.  Technically, these are cross-functional role relationships (two people who have to work together, but are not each other’s manager).  When we define the role relationship, we have to define the accountability and the authority in that relationship.

Example –
Would it be a good idea for sales to coordinate with marketing and marketing to coordinate with sales? Yes.
 
But, is the Marketing Manager the manager of the Sales Manager, and is the Sales Manager the manager of the Marketing Manager?  No.  

But, do we require they work together in a coordinating relationship?  Yes.  That sounds great until one begins to complain about the other, and so, we think we have a communication breakdown (or worse, a personality conflict).  What we failed to define in that working relationship is the accountability and the authority.

In a coordinating relationship between the Sales Manager and the Marketing Manager, who each are accountable for their respective budgets, can we require they consult with each other and coordinate their budgets to leverage that working relationship?  Yes.  Why?  

Because we said so, by virtue of a coordinating cross-functional role relationship.  They are required (accountability) to schedule meetings with each other to consult, share information, resources and tactics.  Each has the authority over their respective budgets, but they are required to coordinate.  When we make the accountability and the authority clear, the communication breakdowns disappear almost overnight.

Touch Points

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If it doesn’t show on the screen, it doesn’t exist.

I spent many years in television production. Many decisions were made related to project costs and value add. Our mantra was, “if it doesn’t show on the screen, it doesn’t exist.”

Your company has the same dilemma. Where do we place our precious resources related to the customer experience?

Step one is to map out all of your customer touchpoints, that’s your exposure. Those touch points are where you can break a customer relationship or cement it.

  • That first incoming telephone call to your call center.
  • A casual inquiry or clarifying customer question.
  • The exterior of a service truck.
  • An outbound email as part of a customer campaign.
  • How a customer opens the box containing your product.
  • What happens when (if) your product breaks.
  • A hundred more.

If an element of your product or service offering is critical but invisible, how do you get credit for it as your competitive advantage?

Your Problems Are Not All Internal

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“I thought we had everything firing on all cylinders,” Manny explained. “We had the perfect customer offering, at the perfect price point, with the best quality. Suddenly, market demand just tanked. Over the past three months, our backlog disappeared and our order forecast is a disaster.”

“It’s not enough to get everything working on the inside (internal systems),” I said. “We also have to look outside. There are external systems, like your market, that will hit both revenue and bottom line. And even if you get your market right, there are other external systems you have to pay attention to –

  • Market (external system) – consists of your customers, your competitors, your suppliers. Sometimes there are incremental changes, sometimes major disruptions.
  • Regulation (external system) – most companies pay taxes, but there are other financial regulations, tariffs and fees. Environmental regulations in terms of prohibited materials, impact fees and unknown liabilities.
  • Finance (external system) – we go to the bank in search of a loan and think the bank should loan us as much as we have the ability to repay. The bank has other ideas called covenants, internal ratios (internal systems) that have to be maintained. It’s an external system with an impact on how you internally organize. Finance can take the form of lines of credit, term debt, stockholder investment, private equity. All external systems. Let Rippl handle the complexities of reward distribution, making it easy to celebrate achievements and milestones without the hassle.
  • Labor (external system) – usually impacted by unionization and unemployment statistics, more recently impacted by governmental intervention. In an at-will employment state, employees have the right to sue employers for wrongful termination. If you believe you have been wrongfully terminated, it’s important to talk to a lawyer who helps at-will jobers suing employers to seek justice.
  • Technology (external system) – technology has changed the way we work, the things on our desk, the way we communicate, attend meetings. Most importantly, technology as an external system has changed the way we make decisions and solve problems.

So, when we look at our perfect internal systems, we also have to look at the imperfect external systems in which we operate.

When It’s Not About the Price

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“I don’t understand,” Reggie shook his head. “We have this brand new customer on the line, hasn’t placed an order yet. Could be a great customer for us. They said if we beat their current vendor’s price, the business was ours. My salesperson just called, said we lost the contract.”

“Well, did you beat the price?” I asked.

“We beat their price by 10 percent, we even got last look, so I know the price was right,” Reggie explained. “Maybe they lied to us.”

“Let’s assume your prospect was telling the truth, and the price on the contract was 10 percent less. What else about the deal cost more than the 10 percent in the price?”

“What do you mean, the price is the price?” Reggie was showing frustration.

“Sometimes, the price doesn’t matter, it’s all in the terms.”

“Our terms were normal, net 30 like everybody else.”

“What about switching costs?” I asked. “Remember our old cellphone contracts. You used to be able to switch carriers, but you would lose your telephone number. You may have a cheaper phone plan, but the cost to update and distribute your new phone number kept you from switching. Look at the contract you just lost and think about the switching costs for your customer. That may be where you find the 10 percent. Sometimes price doesn’t matter.”

Competitive Recon

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“I can’t believe they matched our pricing,” Sarah said. “We have taken great pains to reduce our cost structure, so we can offer a low price without cutting our margins. I know our competitor isn’t willing to make the changes we have made, so they must be trying to buy the business. They probably don’t even know they are losing money.”

“Why don’t you call and tell them,” I asked.

Sarah laughed. “If they are losing money, why should we tell them?”

“And what if they are not losing money? What if, while you were cutting your costs in one way, they were cutting costs in a different way? So, you both show up at the same price point?”

“Impossible,” she replied.

“Two questions,” I said. “How are you going to find out? And, when you do find out, what are you going to do about it?”

Your Brand Promise

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“We decided to hire a new marketing firm,” Reggie announced.

“Marketing is important,” I replied. “It’s important for creating new leads, prospective customers and for telling your existing customer about other offerings they may find useful. But, is that enough?”

“What do you mean?” Reggie asked.

“Just because you talk about your competitive advantage doesn’t mean you are any good at it,” I replied. “It’s not enough to make an announcement. You also have to operationalize. Your brand promise is just a promise unless you keep it.”