The 2000’s will be looked back on as the decade of the business school professor as corporate guide. The past few decades have successively (and sometimes concurrently) belonged to big consulting firms (like McKinsey’s), big auditing companies trying to get into “advisory” (Deloitte, KPMG, Accenture), the guru (e.g. Peters), the researcher turned guru (e.g. Collins, Buckingham), the celebrity CEO turned conference speaker (Welch, and wait for Blair-the-PM-turned-conference-circuit-king) and now the professor turned business coach (Hamel, Kottler, Ghoshal, Sachs, Porter, et al).
There is nothing new about all of this. Business leaders have consistently looked for help from outside. They need outside inputs to see context, make decisions, get clarity, drive change and grow their businesses. Too often, however, these requests for help have been abrogations of responsibility as the corporate herd chases the “next big thing”.
A few decades ago, there was a technology department mantra: “nobody got fired for buying IBM”. Sure, maybe IBM machines were not the best. Maybe they weren’t perfect for the job you needed doing. Maybe they cost too much. And maybe you didn’t get the results you were hoping for. But, you wouldn’t get fired, because everyone was buying IBM, and everyone can’t be wrong. Right?
So, now the trend in management circles is to get professors of business management (a slightly loftier title than the more accurate: experts in a specific aspect of business administration) as business consultants. This is a dangerous trend - entrusting the future of your business to an academic with a limited scope, who reads a specific set of prescribed textbooks (that everyone else is reading) and who’s personality lends him or herself to mental philosophical experimentation (on the one extreme) or micro-dissecting of statistical data (on the other).
I have nothing against academics (I have been on the receiving end of 5 graduation ceremonies, after all). Nor do I have anything against consultants (I am one, sometimes). And I don’t have a problem with business bringing in outside help (that’s how I earn a living). But I do have a problem with the way in which most businesses simply play it safe and go with the crowd when it comes to strategy, leadership development and training. Right now the crowd is running with the clone-like business schools. They all have a few really top-class specialists who get involved right at the start of the process (to impress the client, and lend their “patronage” to the programme). They then employ “programme directors”, many of whom are not much more than administrators to cobble together a programme that the client will like. By this they mean that delegate feedback forms will be filled in, and the lecturers (”external faculty”) will receive a minimum good approval rating. Long-term results be damned. What the client really NEEDS be damned. Give them what they want, roll it out over a few years with lots of activity, and advertise the “investment” widely in the press, and everyone will be happy.
Everyone, except the long-term shareholders, that is. Because this is a recipe for disaster.
OK, as I reread this post, it feels a bit doom and gloom. Read on for an extract from the article that sparked this thought flow for me…
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