Thursday, May 21, 2009

INDEX 2008: The Gearing Up

Part II of the 3 part series on the HUGE landmark called INDEX

This is in continuation to the Learning, and talks about all of our efforts leading uptill the final presentation and announcement of the results.

In my Organisational Behaviour class, I had learnt the 4 phases of team building – Forming, Storming, Norming, and Performing. Some of these would be valid here as I was entrusted the responsibility of forming the perfect team to carry forward the legend-wait for it-ary run of Team Perfect Score. The seniors expected us to bring home the trophy again, and validate their choice of picking us to carry forward their name.


Stage 1: Team Formation
According to me, the biggest achievement for MP was to ensure that the juniors in TPS stuck together and wanted to be one team. This made my job as the new Team Lead a lot easier, as MP had already assembled a star studded team. I just needed to fill a few gaps, and trim the team a little. It was obvious that getting the right team was imperative to our ambition of winning. And doing that meant a good analysis of the team we had.

Knowing that 3 people would be away for the crucial term made the choice of choosing 10 from 12 members a little easier. Still, I opted for one of those guys, purely on the basis of his work ethic, and the ability to bind the team together.

I also did an intensive Gap Analysis – Comparing what we had as the seniors this year, to the team that led us to victory in INDEX 07. We had most things in place, thanks to MP. Still, I felt we were all cool dudes, more inclined towards fun and partying (which is a HUGE part of Index) rather than academics, hard work and art of impressing professors.

This meant, we needed some new people – some with specific credentials and solid work man like ethics to help pull the star studded Real Madrid through. Just to give a feeler of the Stars, we had the President of the Students Council (who would later go on to be the Best All rounder of the batch too), the mess secy, people from committees like Manfest, AlCom, and people who had interned with, and some who also had bagged PPOs from the top notch FMCGs. It was clear that on paper, we were the best team, at least in our minds.

Still, to prove it to the others, we were the First, Fastest and Leanest movers too. We almost had a complete team ready, and made offers to the new additions – VTG, who was a great team player, IT guy, and a friend, and DC – The IIT Fin Genius, who got the highest paying summer internship, and who many believe, was responsible for sinking a MAJOR i-bank :D. With this, all the important bases in the second year were covered. How was I sure? I knew the game, and what it took to win.

Now was the turn to recruit the juniors. Being Champs should have attracted people to us like bees to honey, but this batch was different. Our seniors were serious planners, thinkers and Bonds. We were the masti-makers, who would be great at prop making etc. We were mostly freshers, and those were a rare breed in the junior batch of intellectuals, whose enthusiasm seemed to be lowered by maturity and working in IT.

Still, we managed the best lot, the ones who would later intern at the biggies - a McK guy, a GS guy, an o3 Capital chick, ABG lady, RBS gurl, people in Nokia, Marico etc. The CGPA of two of them was among the highest in their batch, and possibly, more than all the seniors combined. Lastly, we had 4 girls out of 10 juniors. In IIM L lingo, we had the king size share of the cake, both in terms of quality and quantity.

Why this was awesome has 2 reasons – (1) Having girls around means more creativity, diligence, well behaved guys, better team bonding and groupings, and (2) It announces to everyone who the champs in the pre match acquisitions were. This fact alone, would have made many enemies for us, though we played down our well thought out and worked out strategy, which involved as many as 5-6 guys pitching the ladies.
Hence, we now had a complete team, and had to reject some real good talent too. And this meant we achieved our target. Find a great junior team, and party with the complete team before anyone else does. Again, I can’t emphasise the importance of parties and celebrations enough. We had a dedicated party planner too – Ms. MV. End Result: Pre-Game Round – TPS.



Stage 2: The Proposals
Even though most of the team would have liked these to be the kind of proposals we all like (and some get on the INDEX fair), this was the boring, troublesome part. Last year, we had the best team, and still won the last project. Where could there be a flaw then? The system, the evaluations, INDEX Core. My grudges against INDEX core were well known, and were also something I inherited from MP. Btw, INDEX Core is the team that is responsible for conduct of the entire event, managing clients, Market Research Teams, sponsorships, crowd turnouts etc etc. Yet, for me, they were mostly a set of guys who erected tents, and senseless obstacles for MR teams :)

Just to give another insight on how much of a casting coup we had achieved by hiring 4 girls in our juniors, INDEX Core had sent out a mail to all Team Leads. They asked the Team Leads to not tell any of the juniors (read girls) anything bad about INDEX. Basically, they expected us to lie or not speak at all, as I can’t see how INDEX Core is anything else than an Operation or Sales task, where no one would end up learning anything worthwhile in Marketing.

Coming down to the proposals now: The first one was MF- An NBFC, who wanted us to do a lot. We did a lot. Lot of research, lot of Actual consumer interaction, loads of differentiators. We came 5th, and anything beyond first means you lost. A similar trend continued, though we always improved, but a Podium finish (top 3, who are named openly) didn’t fall through for us till CB- a looser credit card company. The project was interesting and really looked LIVE (most INDEX projects are time pass, though are labelled as LIVE PROJECTS). We came in second, and BJ came first.
Now we knew we were doing something right. Still, at least for me, VTG, CD, VA, and even MP, every loss (2nd was also a loss.. always) meant tons of introspection. By this time, lots of unexpected teams had projects, or at least podium finishes. We kept working, understanding what others were doing. Some did only googling (read secondary research in MBA speak), some copied stuff, and all this while, we were doing actual work, the way it was supposed to be. Soon, we realized what seemed to matter, and that Professors weren’t evaluating our proposals so the theoretical correctness we had, would count for I guess, nothing. Aesthetics, being concise, and avoiding the high sounding was our goal now.

Then, we had a long hiatus. No results came for a long while. People grew tired of the wait. Not many wanted to work. But luckily, the initial complacency we had was shaken off. Earlier, everyone thought someone else would do the work, except some true heroes – CD, VTG, DC, and VA, most others were fly by sorts. Work a little for a proposal, rest for two. But frankly, having 5 people working on every proposal was much better than the rest of the teams, and we were sure the hard work, continuous improvement and all the things our moms told us to do, would finally someday bear fruit.

Then, we had a day with results for 4 proposals, and we were on the podium on all 4, and had won a project- with a CSD major which I won’t name :). This was when we heard the first applause and when we finally got some relief after tonnes of disappointment. We also had an offer for swapping CB project with the CSD one we got. Clearly, CSD was a core competency, and also meant more higher chances of winning than a routine, mundane project, in spite of the fact that we knew our project was a LIVE one, and our recommendations most probably, won’t ever be auctioned upon.

This belief was later vindicated, as our contact in the company called me up on the INDEX Fair, and rather than inquiring about the project, he was more concerned with whether any competitor products were being sold in the ground or not. Clearly shows the efforts of INDEX Core in getting really LIVE projects :)

Stage 3: Questionnaire Design
This was going to be our forte, as we knew the most marketing among all the teams. There were very talented teams mind you, one led by AA, was also an All Stars team. But the TL didn’t get to see INDEX as their team was dissolved. In fact, going by performance, they could, and maybe should, have been eliminated this year too. Sadly, a good team, led by a maverick creative man SB, lost out. Luckily for us, it meant we acquire 2 people from that team, and VB, the IT guy, turned out to be a complete asset, and was a constant strength there on.

Other good teams would be the PComs (they could get the company to give them the questionnaire too.. power of contacts.. though we had, and used ours too). Other teams were also good, but we were sure they would do very well in some areas, and poor in the others. Our aim was to be consistently good, and win comprehensively. Most others, were playing for the fun of it, for the learning, and for everything else. We were in for just one thing – winning the Gold, and not being satisfied with the Silver, as someone said, you never win the Silver, you always lose the Gold. This I guess was the biggest difference, and it would have showed in the hours we put in.

This was done, and my internship helped a lot, as we made a 15 page questionnaire, which couldn’t ever be implemented fully in the game design. But when in INDEX, who bloody cares:). You just have to know the system to beat it. We knew it for sure.

Stage 4: Game Design
Possibly the most enjoyable phase of the process, where we collectively turned into story writers and directors. Juniors came to the fore here, and we landed on a great suspense thriller for our theme, which would fully disguise our research on CSDs. (INDEX stands for Information through Disguised Exchanges). This was where VB came to the fore, and frankly, he and VTG worked magic with the presentation, as everyone else contributed some bits to the story line. We were sure we would have rocked this one, as everyone heard and loved our story :D.. being story writers is very cool by the way :)



Stage 5: Prop Design and INDEX Fair
This was the most fun last year for us, as juniors. Sadly, this turned out to the most gruesome experience for me this year. All the fun was gone, all things that looked so good last year, appeared to be things and tasks and check lists, and work and work and more work. This was the time I had to push people to work, and juniors, exceptional as they were, weren’t quite as motivated as we were last year. This year, we never worked from 5 pm to 5 am, which was the norm with MP in charge last year.

For the first time, I knew we weren’t possibly working as hard as our competition. Still, we managed well, and I was hopeful everyone would at least enjoy this phase of creativity, acting and pure, unadulterated fun. Yet, I was the one ruining it for people most of the time, and that remains the biggest regret in the entire INDEX experience over the two years.

Still, we had our stall, we had our customs, our props, our decorations and most importantly, our actors. Some idiots were famous for sending shivers down the entire stall with their screams of. “aaaahh.. katta hua haath” :P.. But it was fun. Except for the time professors came for the inspection though. We knew, we hadn’t done too well here, but still, we had possibly the second highest appearances in the city newspapers, after Balika Vadhu of course. Pretty decent result in terms of popularity.

One more side track, was our own CD and the matters of the heart. He got an extra pair of French hands to help with the Prop Making, and what we got was some extra pairs of distracted eyes, and two constantly open mouths. And yes, we lost CD too :). But we sure did have some fun. Thanks CD :D. And yeah, don’t think CDs a bad self centered guy. He’s not. He sacrificed his personal target of getting 2 ladies numbers during INDEX for the team, and concentrated just on the French Connection. :)


Stage 6: Data Analysis, Presentation, Report and Final Results
This is the most interesting part, and where We were sure to have a BIG advantage as most teams were expected to slack off after the eventful INDEX Fair, which marks the end of INDEX for a majority of the team.
But I also realize this post is becoming LOOOOOONG. So no more torture for now. Would include it in the next post.

Concluding Lines
We always played to win. That’s why not winning hurt a lot more.
We always worked harder. That’s why others laughed at us a lot more.
We still held our chins up. That’s why we always partied together.
We partied together, celebrated together, that’s why we stayed together :)




Comments, as always, are welcome. You deserve to let off a little steam after working so hard to read this all :)

Sunday, May 17, 2009

INDEX 2007-08: A three part story about The Learning, The Gearing Up, and The Grand Finale

The story of possibly one of the biggest events of my life, and is a tale of mastering something you love – with the help of certain key individuals who stand right by you along the way. Divided into 3 parts, first where I learned in my first year, second where I prepared a team for the showdown, and lastly, for the Grand Finale and everything after it

The Learning

This phase of the story talks about my first year at IIM Lucknow, and how I got to learn whatever I did, and how it made me attempt something grand.
In the first year, I was one among hundreds. Everyone there was a stud, a topper, an excellent performer, and a great mind. I had won events, and done well in exams prior to this, and all this, without much effort, knowledge or hard work. But on reaching this new haven, I found things to be a lot more challenging and a lot more painful than what I had ever seen.

People say that if success comes too easily to you, you don’t value it, and don’t have the strength of character to come back when you are down. I could feel this now. I tried to win events. I tried to do decently in academics. All I got was losses, and a decent result, nothing more, nothing less. And it was clear that I couldn’t compete with the brainiacs, who were ready to slave themselves for a Gold Medal.

Was I giving my all in the events- No. Had I ever been stretched and needed to know what giving it your all means? No. So how was I supposed to know the effort and the knowledge required to win in the Big League? There aren’t many teachers who would teach you that. And get a team which doesn’t trust themselves or you, and you have a set of people who are always ready to do a shoddy job for a project, and like an ostrich, bury their heads under the surface, and just HOPE against HOPE that they win.

I got one such win, in an event with Mr. PS, who I didn’t like personally and later realized the event didn’t see much participation at all. Still, this was a start, and I wouldn’t ever downplay it, even though not many knew what the event was. Its also a fact that even after repeated reminders to the organisers, I never got the money we were supposed to win. And one aim which I had was to forge a perfect team, a team of people who were creative, hardworking, compatible, and who thought we could win.

We had fun in many events, but there aren’t many instances where I remember us doing really well. This was about the time I was beginning to resign to the fact that I do not belong in the Big League, and I was a small fish in a big pond now. This led to a lowering motivation to even try the Big Events, and theres only one way of ensuring you don’t win – By not participating. This is something I ended up doing, though I hated it. But I always had excuses for it. Some of these were, I have to study, the events about consulting or finance, it would take too much time, or just the fact that I don’t have a good team (this meant I changed many many teams, and for the majority of my stay in Hel(L), never had a stable reliable team).

Strange as it may seem, no one who is any good, wont team up with you unless you have won something or shown some brilliance somewhere. And thus, starts the vicious circle.

But as in most stories, there is always a light at the end of the tunnel, always a guardian angel, always a friend, always a guide. The guide I found was Mr. MP, and choosing his team (actually, he and my next door neighbour chose me) over a certain female’s team turned to be the best decision I made. And this decision wasn’t based on facts, figures or logic. Just a gut feel and a sense of being wanted was what it really was. Hence, I was a part of an Index Market Research Team - Team Perfect Score (TPS). Little did I know that these 3 letters would soon become so important to me.

What this team provided me was a brotherhood, and a sense of belonging. Now this was a mean 20 member team with 10 seniors and 10 juniors. Luckily, the team lead, MP, was in my hostel floor. Just because of this reason, I got to see the real action a lot closer than most 1st year members would do in any team. Further, our team was one of the favourites, and boasted of some of the most prolific event winners.
My role in the team was very insignificant, doing nothing for the most part of it – apart from some little googling here and there. But the team lead, MP, had continuously motivated each of us to keep striving harder to CREATE DIFFERENTIATORS and build quality. This was TQM to the test as he expected quality even from the first drafts prepared by useless brainless first years. But still, I was passionate, and willing to work and learn. So I never said no to any work, and this may have been a solid reason behind my learning whatever little I learned.

Our team didn’t have an easy ride. We were fighting, among the top teams on all project proposals. But sadly, we never managed to win any. This was de-motivating for most, but did we know of any leaders who falter when the going gets tough? MP, our team lead, was also sure that not only would we get a project, but also that we would emerge the winners. And we always played to win, never to be runners up. And then, finally, we did win a project, and our journey was on its way.

The room allotted to us for prop making was closest to my room. Maybe because of the logistics, I was named the Vice Team Lead of the team. This meant added responsibility, and being the first amongst the juniors at least for any work or task. The level of delegation meant I now believed it was MY TEAM, and I was ready to communicate harsh messages, long work hours, and being the first one to unlock the room. Great strategy by the Team Lead, to ensure one more guy really wants to win, and to get some of the dirty work off his back.

This was the time I was learning a lot. The leader was always confident, always calm, when everything else was going all over the place. Most juniors would have never ever realized that anything is wrong, but more often than not, I knew, and was freaked out. The leader, was presidential at all times :)

We worked hard, we had loads of fun, and the leader BUILT a team. Something I hadn’t managed to do in all my time there. And it felt great. We enjoyed ourselves, celebrated birthdays, and came closer to each other. Then, some people left the team, and as with any favourite, many others wanted to join in. I was again consulted about this, and it was imperative that the team bonding is not disrupted, and the new guys feel at home. I guess this is where the winning team was born.

And we did what others do and a lot more. And as our trusted leader had predicted, based on solid logic and preparation, we were the winners. I had won something, something big. And there was one man who I thought gifted me the win. Mr. MP. There were others too. MT, MV, SK, KS, RS, and loads more, but none affected me, energized me and taught me how to win like the Team Lead. He was my best friend, apart from VTG, who was the one who I formed my small teams with. VTG was diligent, creative, hardworking, and a simple man, who I never argued with. I never had won anything with him, though he had won without me. Still, I knew that if I made a team, I would want him on it.

MP also got me some other friends, Prezi to be, Mess Secy, the H 9ers, Pa. I was also confident that these people, who had seen what victory and the party after it tastes like, are the ones who would be our best bet for a rerun. And MP and the seniors also ensured that the juniors stick together, as a team, and create some sort of history by making Team Perfect Score win two years in consecution.
MP also formed another team with me, for another event, where he had done all the work, but needed someone to present at a college in Delhi, as he had his exams. I was his chosen one as he needed someone from the juniors, who won’t have had their exams then. As I had done till now, I fumbled up, came back empty handed, though with a free trip to home.

Still, there was a hunger, and a belief. Both gifted by MP, and they were driving me towards what I believed I should achieve. The summer internship was also a stage where MP encouraged me, lambasted my poor work, and improved it to ensure I got a PPO. That’s the company I would be joining now, and that was MY first big personal victory.

Needless to say, I am thankful to him.

Next in the trilogy, The Gearing Up, which talks about all the efforts and manoeuvres for INDEX, with me as the Team Lead, trying to fill in huge shoes.

Comment and suggestions for the next one are welcome :)

Saturday, May 16, 2009

INDEX 08: The three part triology

This is just a feeler to welcome any suggestions. I am in the process of writing a 3 part triology about the 2 years of my life devoted to winning INDEX at IIM Lucknow.

Some of the most challenging, loved and memorable experiences for sure.. and loads of drama, challenging the system, and a happy ending (almost heroic) to boost of..

Do comment if there are any specifics you want to be included, and I shall try and oblige just this once.

All three parts to be uploaded by 23rd May, so urgency of responses, is obvious.

Elections 2009: Insights from a marketers lens

Truckloads of information, apt room for application of theories of Philip Kotler .. Ecstasy for a Marketeer :)


Elections in India mean big spends on brands – the parties, the candidates and huge mass of information spread across different mediums – TV Commercials, Internet, Radio, Outdoor advertising, News Shows, Debates and the old fashioned rallies and manifestos. Loads to analyse and debate for any inquisitive marketer, and possibly the biggest marketing extravaganza in the country. Yes, bigger than the IPL too if you account for the black money doing the rounds. Further, there won’t be any brand, any product that touches nearly as many Indian consumers as the Elections, and thus, to me, elections are the true biopic view of the country we live in.

I will start with the basics now. The generic marketing strategies we all know involve Segmentation, Targeting and Positioning (STP). There have been some standard measures on the basis of which various political parties have segmented the population, and then gone on to target the segments which match their ideology, or where their ideology and past performance can be portrayed to be in sync with the needs of the consumer group. The last part is where they communicate their agendas and benefits, and devise a positioning that they want to achieve in the consumer’s mindspace.

Lets start with Segmentation –there have been many parameters exploited in the past - Poor, Rich; Rural, Urban; Upper Castes, Lower Castes; Hindus, non Hindus; Young, Old and many others. If we look at India, we have some clear facts – over 65% (conservatively) of the entire target market(India’s population) lives in Rural areas, and India is a very young country, which has something MBAs call Demographic Dividend. The pyramid in terms of income levels shows that majority of the Indians still lie at the bottom, and hence, the poor are the bigger lot.

The religions in India show that Hindus are the majority, but are historically not known to vote as a block, which makes sense for pseudo secular politics, which at times, appease the minorities to buy their votes. The only time when it would make sense to target the Hindu population, is if there is a heightened polarisation in the area on the basis of religion. BJP wining in Kandhamal in Orrisa, Pilibhit (Varun Gandhi) in UP, and Narendra Modi wining Gujarat after the riots, clearly shows that who the benefactor (if not conspirator) of the rising tensions amongst religions is.

Now lets look at some of the traditional target segments chosen by various political parties. Mayawati’s BSP always focussed on the oppressed lower castes, and was voted to power in UP as it even made a claim to votes outside its bastion. In the recent past, there hasn’t been a great amount of news on oppression of the backward castes, and as it is, BSP was never seen doing anything significant for their target segment, apart from erecting statues of the leader herself. Congress on the other hand, came up with the OBC reservation, and even though not even a single political party opposed this, the laurels would certainly have gone to them for seeing that it is implemented, in spite of common logic, facts, figures or Supreme Court’s objections.

Leftists- They stood for one thing – Almost leading to the premature demise of the Manmohan Singh government, on the nuclear deal issue. This deal, was supported by majority of the parliament, as shown in the no-confidence motion results, and hence, by inference, by majority of the people. There historic rise of 2004, was done and dusted by their historic demise now, primarily due to their image of the Spoilers, or the group that destabilizes the country’s political environment. We may or may not ever agree on who the better leader or political party is, but after the rule of I. K. Gujral and H.D. Dewe Gowda, its pretty clear that there is no sizeable population in India that wants governments to fall and falter every 2nd year. This meant the Leftists tried putting up a farcical 3rd front, but the ties among the allies were as close as Manmohan Singh was to L.K. Advani. The result is for all to see. Kerala went to congress, and West Bengal (partially due to the Singur fiasco) went to the nationally relevant alliance of Trinamool Congress and INC.

Bihar is a case study in itself – A state ruled by power, identity politics, and Lalu’s Brand Persona. The brand lived and strived for a long period of time, but with that time, the mismatch between the value delivered and the value communicated became evident. And the alternative, Nitish Kumar, has shown that even Bihar can be governed, and governed well. No wonder then, that the people, even in Bihar, realize the huge difference in two product offerings, and are not swayed by the brand ambassadors alone.

Now, we are down to the Big 2- Congress and BJP. Let us try and analyse the characteristics of their chosen target segments. I leave the conclusion to be drawn by the smart readers themselves :)


(P.S: Click the pic above for a zoomed view)

Some would say my points are in hindsight, but I always knew it. Didn't write it as I am not campaigning for anyone but a stable India. As usual, comments, more than welcome :)

Wednesday, May 13, 2009

Is an MBA needed?

This is a borrowed article, as i couldn't ever write as well as he has, and seems very relevant to the blog title. A great read, and full credits to the site and the author. Its long.. so be prepared and have some time :)


The Management Myth
by Matthew Stewart

During the seven years that I worked as a management consultant, I spent a lot of time trying to look older than I was. I became pretty good at furrowing my brow and putting on somber expressions. Those who saw through my disguise assumed I made up for my youth with a fabulous education in management. They were wrong about that. I don’t have an M.B.A. I have a doctoral degree in philosophy—nineteenth-century German philosophy, to be precise. Before I took a job telling managers of large corporations things that they arguably should have known already, my work experience was limited to part-time gigs tutoring surly undergraduates in the ways of Hegel and Nietzsche and to a handful of summer jobs, mostly in the less appetizing ends of the fast-food industry.

The strange thing about my utter lack of education in management was that it didn’t seem to matter. As a principal and founding partner of a consulting firm that eventually grew to 600 employees, I interviewed, hired, and worked alongside hundreds of business-school graduates, and the impression I formed of the M.B.A. experience was that it involved taking two years out of your life and going deeply into debt, all for the sake of learning how to keep a straight face while using phrases like “out-of-the-box thinking,” “win-win situation,” and “core competencies.” When it came to picking teammates, I generally held out higher hopes for those individuals who had used their university years to learn about something other than business administration.

After I left the consulting business, in a reversal of the usual order of things, I decided to check out the management literature. Partly, I wanted to “process” my own experience and find out what I had missed in skipping business school. Partly, I had a lot of time on my hands. As I plowed through tomes on competitive strategy, business process re-engineering, and the like, not once did I catch myself thinking, Damn! If only I had known this sooner! Instead, I found myself thinking things I never thought I’d think, like, I’d rather be reading Heidegger! It was a disturbing experience. It thickened the mystery around the question that had nagged me from the start of my business career: Why does management education exist?

Management theory came to life in 1899 with a simple question: “How many tons of pig iron bars can a worker load onto a rail car in the course of a working day?” The man behind this question was Frederick Winslow Taylor, the author of The Principles of Scientific Management and, by most accounts, the founding father of the whole management business.

Taylor was forty-three years old and on contract with the Bethlehem Steel Company when the pig iron question hit him. Staring out over an industrial yard that covered several square miles of the Pennsylvania landscape, he watched as laborers loaded ninety-two-pound bars onto rail cars. There were 80,000 tons’ worth of iron bars, which were to be carted off as fast as possible to meet new demand sparked by the Spanish-American War. Taylor narrowed his eyes: there was waste there, he was certain. After hastily reviewing the books at company headquarters, he estimated that the men were currently loading iron at the rate of twelve and a half tons per man per day.

Taylor stormed down to the yard with his assistants (“college men,” he called them) and rounded up a group of top-notch lifters (“first-class men”), who in this case happened to be ten “large, powerful Hungarians.” He offered to double the workers’ wages in exchange for their participation in an experiment. The Hungarians, eager to impress their apparent benefactor, put on a spirited show. Huffing up and down the rail car ramps, they loaded sixteen and a half tons in something under fourteen minutes. Taylor did the math: over a ten-hour day, it worked out to seventy-five tons per day per man. Naturally, he had to allow time for bathroom breaks, lunch, and rest periods, so he adjusted the figure approximately 40 percent downward. Henceforth, each laborer in the yard was assigned to load forty-seven and a half pig tons per day, with bonus pay for reaching the target and penalties for failing.

When the Hungarians realized that they were being asked to quadruple their previous daily workload, they howled and refused to work. So Taylor found a “high-priced man,” a lean Pennsylvania Dutchman whose intelligence he compared to that of an ox. Lured by the promise of a 60 percent increase in wages, from $1.15 to a whopping $1.85 a day, Taylor’s high-priced man loaded forty-five and three-quarters tons over the course of a grueling day—close enough, in Taylor’s mind, to count as the first victory for the methods of modern management.

Taylor went on to tackle the noble science of shoveling and a host of other topics of concern to his industrial clients. He declared that his new and unusual approach to solving business problems amounted to a “complete mental revolution.” Eventually, at the urging of his disciples, he called his method “scientific management.” Thus was born the idea that management is a science—a body of knowledge collected and nurtured by experts according to neutral, objective, and universal standards.

At the same moment was born the notion that management is a distinct function best handled by a distinct group of people—people characterized by a particular kind of education, way of speaking, and fashion sensibility. Taylor, who favored a manly kind of prose, expressed it best in passages like this:

… the science of handling pig iron is so great and amounts to so much that it is impossible for the man who is best suited to this type of work to understand the principles of this science, or even to work in accordance with these principles, without the aid of a man better educated than he is.

From a metaphysical perspective, one could say that Taylor was a “dualist”: there is brain, there is brawn, and the two, he believed, very rarely meet.

Taylor went around the country repeating his pig iron story and other tales from his days in the yard, and these narratives formed something like a set of scriptures for a new and highly motivated cult of management experts. This vanguard ultimately vaulted into the citadel of the Establishment with the creation of business schools. In the spring of 1908, Taylor met with several Harvard professors, and later that year Harvard opened the first graduate school in the country to offer a master’s degree in business. It based its first-year curriculum on Taylor’s scientific management. From 1909 to 1914, Taylor visited Cambridge every winter to deliver a series of lectures—inspirational discourses marred only by the habit he’d picked up on the shop floor of swearing at inappropriate moments.

Yet even as Taylor’s idea of management began to catch on, a number of flaws in his approach were evident. The first thing many observers noted about scientific management was that there was almost no science to it. The most significant variable in Taylor’s pig iron calculation was the 40 percent “adjustment” he made in extrapolating from a fourteen-minute sample to a full workday. Why time a bunch of Hungarians down to the second if you’re going to daub the results with such a great blob of fudge? When he was grilled before Congress on the matter, Taylor casually mentioned that in other experiments these “adjustments” ranged from 20 percent to 225 percent. He defended these unsightly “wags” (wild-ass guesses, in M.B.A.-speak) as the product of his “judgment” and “experience”—but, of course, the whole point of scientific management was to eliminate the reliance on such inscrutable variables.

One of the distinguishing features of anything that aspires to the name of science is the reproducibility of experimental results. Yet Taylor never published the data on which his pig iron or other conclusions were based. When Carl Barth, one of his devotees, took over the work at Bethlehem Steel, he found Taylor’s data to be unusable. Another, even more fundamental feature of science—here I invoke the ghost of Karl Popper—is that it must produce falsifiable propositions. Insofar as Taylor limited his concern to prosaic activities such as lifting bars onto rail cars, he did produce propositions that were falsifiable—and, indeed, were often falsified. But whenever he raised his sights to management in general, he seemed capable only of soaring platitudes. At the end of the day his “method” amounted to a set of exhortations: Think harder! Work smarter! Buy a stopwatch!

The trouble with such claims isn’t that they are all wrong. It’s that they are too true. When a congressman asked him if his methods were open to misuse, Taylor replied, No. If management has the right state of mind, his methods will always lead to the correct result. Unfortunately, Taylor was right about that. Taylorism, like much of management theory to come, is at its core a collection of quasi-religious dicta on the virtue of being good at what you do, ensconced in a protective bubble of parables (otherwise known as case studies).

Curiously, Taylor and his college men often appeared to float free from the kind of accountability that they demanded from everybody else. Others might have been asked, for example: Did Bethlehem’s profits increase as a result of their work? Taylor, however, rarely addressed the question head-on. With good reason. Bethlehem fired him in 1901 and threw out his various systems. Yet this evident vacuum of concrete results did not stop Taylor from repeating his parables as he preached the doctrine of efficiency to countless audiences across the country.

In the management literature these days, Taylorism is presented, if at all, as a chapter of ancient history, a weird episode about an odd man with a stopwatch who appeared on the scene sometime after Columbus discovered the New World. Over the past century Taylor’s successors have developed a powerful battery of statistical methods and analytical approaches to business problems. And yet the world of management remains deeply Taylorist in its foundations.

At its best, management theory is part of the democratic promise of America. It aims to replace the despotism of the old bosses with the rule of scientific law. It offers economic power to all who have the talent and energy to attain it. The managerial revolution must be counted as part of the great widening of economic opportunity that has contributed so much to our prosperity. But, insofar as it pretends to a kind of esoteric certitude to which it is not entitled, management theory betrays the ideals on which it was founded.

That Taylorism and its modern variants are often just a way of putting labor in its place need hardly be stated: from the Hungarians’ point of view, the pig iron experiment was an infuriatingly obtuse way of demanding more work for less pay. That management theory represents a covert assault on capital, however, is equally true. (The Soviet five-year planning process took its inspiration directly from one of Taylor’s more ardent followers, the engineer H. L. Gantt.) Much of management theory today is in fact the consecration of class interest—not of the capitalist class, nor of labor, but of a new social group: the management class.

I can confirm on the basis of personal experience that management consulting continues to worship at the shrine of numerology where Taylor made his first offering of blobs of fudge. In many of my own projects, I found myself compelled to pacify recalcitrant data with entirely confected numbers. But I cede the place of honor to a certain colleague, a gruff and street-smart Belgian whose hobby was to amass hunting trophies. The huntsman achieved some celebrity for having invented a new mathematical technique dubbed “the Two-Handed Regression.” When the data on the correlation between two variables revealed only a shapeless cloud—even though we knew damn well there had to be a correlation—he would simply place a pair of meaty hands on the offending bits of the cloud and reveal the straight line hiding from conventional mathematics.

The thing that makes modern management theory so painful to read isn’t usually the dearth of reliable empirical data. It’s that maddening papal infallibility. Oh sure, there are a few pearls of insight, and one or two stories about hero-CEOs that can hook you like bad popcorn. But the rest is just inane. Those who looked for the true meaning of “business process re-engineering,” the most overtly Taylorist of recent management fads, were ultimately rewarded with such gems of vacuity as “BPR is taking a blank sheet of paper to your business!” and “BPR means re-thinking everything, everything!”

Each new fad calls attention to one virtue or another—first it’s efficiency, then quality, next it’s customer satisfaction, then supplier satisfaction, then self-satisfaction, and finally, at some point, it’s efficiency all over again. If it’s reminiscent of the kind of toothless wisdom offered in self-help literature, that’s because management theory is mostly a subgenre of self-help. Which isn’t to say it’s completely useless. But just as most people are able to lead fulfilling lives without consulting Deepak Chopra, most managers can probably spare themselves an education in management theory.

The world of management theorists remains exempt from accountability. In my experience, for what it’s worth, consultants monitored the progress of former clients about as diligently as they checked up on ex-spouses (of which there were many). Unless there was some hope of renewing the relationship (or dating a sister company), it was Hasta la vista, baby. And why should they have cared? Consultants’ recommendations have the same semantic properties as campaign promises: it’s almost freakish if they are remembered in the following year.

In one episode, when I got involved in winding up the failed subsidiary of a large European bank, I noticed on the expense ledger that a rival consulting firm had racked up $5 million in fees from the same subsidiary. “They were supposed to save the business,” said one client manager, rolling his eyes. “Actually,” he corrected himself, “they were supposed to keep the illusion going long enough for the boss to find a new job.” Was my competitor held to account for failing to turn around the business and/or violating the rock-solid ethical standards of consulting firms? On the contrary, it was ringing up even higher fees over in another wing of the same organization.

And so was I. In fact, we kind of liked failing businesses: there was usually plenty of money to be made in propping them up before they finally went under. After Enron, true enough, Arthur Andersen sank. But what happened to such stalwarts as McKinsey, which generated millions in fees from Enron and supplied it with its CEO? The Enron story wasn’t just about bad deeds or false accounts; it was about confusing sound business practices with faddish management ideas, celebrated with gusto by the leading lights of the management world all the way to the end of the party.

If you believed our chief of recruiting, the consulting firm I helped to found represented a complete revolution from the Taylorist practices of conventional organizations. Our firm wasn’t about bureaucratic control and robotic efficiency in the pursuit of profit. It was about love.

We were very much of the moment. In the 1990s, the gurus were unanimous in their conviction that the world was about to bring forth an entirely new mode of human cooperation, which they identified variously as the “information-based organization,” the “intellectual holding company,” the “learning organization,” and the “perpetually creative organization.” “R-I-P. Rip, shred, tear, mutilate, destroy that hierarchy,” said über-guru Tom Peters, with characteristic understatement. The “end of bureaucracy” is nigh, wrote Gifford Pinchot of “intrapreneuring” fame. According to all the experts, the enemy of the “new” organization was lurking in every episode of Leave It to Beaver.

Many good things can be said about the “new” organization of the 1990s. And who would want to take a stand against creativity, freedom, empowerment, and—yes, let’s call it by its name—love? One thing that cannot be said of the “new” organization, however, is that it is new.

In 1983, a Harvard Business School professor, Rosabeth Moss Kanter, beat the would-be revolutionaries of the nineties to the punch when she argued that rigid “segmentalist” corporate bureaucracies were in the process of giving way to new “integrative” organizations, which were “informal” and “change-oriented.” But Kanter was just summarizing a view that had currency at least as early as 1961, when Tom Burns and G. M. Stalker published an influential book criticizing the old, “mechanistic” organization and championing the new, “organic” one. In language that eerily anticipated many a dot-com prospectus, they described how innovative firms benefited from “lateral” versus “vertical” information flows, the use of “ad hoc” centers of coordination, and the continuous redefinition of jobs. The “flat” organization was first explicitly celebrated by James C. Worthy, in his study of Sears in the 1940s, and W. B. Given coined the term “bottom-up management” in 1949. And then there was Mary Parker Follett, who in the 1920s attacked “departmentalized” thinking, praised change-oriented and informal structures, and—Rosabeth Moss Kanter fans please take note—advocated the “integrative” organization.

If there was a defining moment in this long and strangely forgetful tradition of “humanist” organization theory—a single case that best explains the meaning of the infinitely repeating whole—it was arguably the work of Professor Elton Mayo of the Harvard Business School in the 1920s. Mayo, an Australian, was everything Taylor was not: sophisticated, educated at the finest institutions, a little distant and effete, and perhaps too familiar with Freudian psychoanalysis for his own good.

A researcher named Homer Hibarger had been testing theories about the effect of workplace illumination on worker productivity. His work, not surprisingly, had been sponsored by a maker of electric lightbulbs. While a group of female workers assembled telephone relays and receiver coils, Homer turned the lights up. Productivity went up. Then he turned the lights down. Productivity still went up! Puzzled, Homer tried a new series of interventions. First, he told the “girls” that they would be entitled to two five-minute breaks every day. Productivity went up. Next it was six breaks a day. Productivity went up again. Then he let them leave an hour early every day. Up again. Free lunches and refreshments. Up! Then Homer cut the breaks, reinstated the old workday, and scrapped the free food. But productivity barely dipped at all.

Mayo, who was brought in to make sense of this, was exultant. His theory: the various interventions in workplace routine were as nothing compared with the new interpersonal dynamics generated by the experimental situation itself. “What actually happened,” he wrote, “was that six individuals became a team and the team gave itself wholeheartedly and spontaneously to cooperation … They felt themselves to be participating, freely and without afterthought, and were happy in the knowledge that they were working without coercion.” The lessons Mayo drew from the experiment are in fact indistinguishable from those championed by the gurus of the nineties: vertical hierarchies based on concepts of rationality and control are bad; flat organizations based on freedom, teamwork, and fluid job definitions are good.

On further scrutiny, however, it turned out that two workers who were deemed early on to be “uncooperative” had been replaced with friendlier women. Even more disturbing, these exceptionally cooperative individuals earned significantly higher wages for their participation in the experiment. Later, in response to his critics, Mayo insisted that something so crude as financial incentives could not possibly explain the miracles he witnessed. That didn’t make his method any more “scientific.”

Mayo’s work sheds light on the dark side of the “humanist” tradition in management theory. There is something undeniably creepy about a clipboard-bearing man hovering around a group of factory women, flicking the lights on and off and dishing out candy bars. All of that humanity—as anyone in my old firm could have told you—was just a more subtle form of bureaucratic control. It was a way of harnessing the workers’ sense of identity and well-being to the goals of the organization, an effort to get each worker to participate in an ever more refined form of her own enslavement.

So why is Mayo’s message constantly recycled and presented as something radically new and liberating? Why does every new management theorist seem to want to outdo Chairman Mao in calling for perpetual havoc on the old order? Very simply, because all economic organizations involve at least some degree of power, and power always pisses people off. That is the human condition. At the end of the day, it isn’t a new world order that the management theorists are after; it’s the sensation of the revolutionary moment. They long for that exhilarating instant when they’re fighting the good fight and imagining a future utopia. What happens after the revolution—civil war and Stalinism being good bets—could not be of less concern.

Between them, Taylor and Mayo carved up the world of management theory. According to my scientific sampling, you can save yourself from reading about 99 percent of all the management literature once you master this dialectic between rationalists and humanists. The Taylorite rationalist says: Be efficient! The Mayo-ist humanist replies: Hey, these are people we’re talking about! And the debate goes on. Ultimately, it’s just another installment in the ongoing saga of reason and passion, of the individual and the group.

The tragedy, for those who value their reading time, is that Rousseau and Shakespeare said it all much, much better. In the 5,200 years since the Sumerians first etched their pictograms on clay tablets, come to think of it, human beings have produced an astonishing wealth of creative expression on the topics of reason, passion, and living with other people. In books, poems, plays, music, works of art, and plain old graffiti, they have explored what it means to struggle against adversity, to apply their extraordinary faculty of reason to the world, and to confront the naked truth about what motivates their fellow human animals. These works are every bit as relevant to the dilemmas faced by managers in their quest to make the world a more productive place as any of the management literature.

In the case of my old firm, incidentally, the endgame was civil war. Those who talked loudest about the ideals of the “new” organization, as it turned out, had the least love in their hearts. By a strange twist of fate, I owe the long- evity of my own consulting career to this circumstance. When I first announced my intention to withdraw from the firm in order to pursue my vocation as an unpublishable philosopher at large, my partners let me know that they would gladly regard my investment in the firm as a selfless contribution to their financial well-being. By the time I managed to extricate myself from their loving embrace, nearly three years later, the partnership had for other reasons descended into the kind of Hobbesian war of all against all from which only the lawyers emerge smiling. The firm was temporarily rescued by a dot-com company, but within a year both the savior and the saved collapsed in a richly deserved bankruptcy. Of course, your experience in a “new” organization may be different.

My colleagues usually spoke fondly of their years at business school. Most made great friends there, and quite a few found love. All were certain that their degree was useful in advancing their careers. But what does an M.B.A. do for you that a doctorate in philosophy can’t do better?

The first point to note is that management education confers some benefits that have little to do with either management or education. Like an elaborate tattoo on an aboriginal warrior, an M.B.A. is a way of signaling just how deeply and irrevocably committed you are to a career in management. The degree also provides a tidy hoard of what sociologists call “social capital”—or what the rest of us, notwithstanding the invention of the PalmPilot, call a “Rolodex.”

For companies, M.B.A. programs can be a way to outsource recruiting. Marvin Bower, McKinsey’s managing director from 1950 to 1967, was the first to understand this fact, and he built a legendary company around it. Through careful cultivation of the deans and judicious philanthropy, Bower secured a quasi-monopoly on Baker Scholars (the handful of top students at the Harvard Business School). Bower was not so foolish as to imagine that these scholars were of interest on account of the education they received. Rather, they were valuable because they were among the smartest, most ambitious, and best-connected individuals of their generation. Harvard had done him the favor of scouring the landscape, attracting and screening vast numbers of applicants, further testing those who matriculated, and then serving up the best and the brightest for Bower’s delectation.

Of course, management education does involve the transfer of weighty bodies of technical knowledge that have accumulated since Taylor first put the management-industrial complex in motion—accounting, statistical analysis, decision modeling, and so forth—and these can prove quite useful to students, depending on their career trajectories. But the “value-add” here is far more limited than Mom or Dad tend to think. In most managerial jobs, almost everything you need to know to succeed must be learned on the job; for the rest, you should consider whether it might have been acquired with less time and at less expense.

The best business schools will tell you that management education is mainly about building skills—one of the most important of which is the ability to think (or what the M.B.A.s call “problem solving”). But do they manage to teach such skills?

I once sat through a presentation in which a consultant, a Harvard M.B.A., showed a client, the manager of a large financial institution in a developing country, how the client company’s “competitive advantage” could be analyzed in terms of “the five forces.” He even used a graphic borrowed directly from guru-of-the-moment Michael Porter’s best- selling work on “competitive strategy.” Not for the first time, I was embarrassed to call myself a consultant. As it happens, the client, too, had a Harvard M.B.A. “No,” he said, shaking his head with feigned chagrin. “There are only three forces in this case. And two of them are in the Finance Ministry.”

What they don’t seem to teach you in business school is that “the five forces” and “the seven Cs” and every other generic framework for problem solving are heuristics: they can lead you to solutions, but they cannot make you think. Case studies may provide an effective way to think business problems through, but the point is rather lost if students come away imagining that you can go home once you’ve put all of your eggs into a two-by-two growth-share matrix.

Next to analysis, communication skills must count among the most important for future masters of the universe. To their credit, business schools do stress these skills, and force their students to engage in make-believe presentations to one another. On the whole, however, management education has been less than a boon for those who value free and meaningful speech. M.B.A.s have taken obfuscatory jargon—otherwise known as bullshit—to a level that would have made even the Scholastics blanch. As students of philosophy know, Descartes dismantled the edifice of medieval thought by writing clearly and showing that knowledge, by its nature, is intelligible, not obscure.

Beyond building skills, business training must be about values. As I write this, I know that my M.B.A. friends are squirming in their seats. They’ve all been forced to sit through an “ethics” course, in which they learned to toss around yet more fancy phrases like “the categorical imperative” and discuss borderline criminal behavior, such as what’s a legitimate hotel bill and what’s just plain stealing from the expense account, how to tell the difference between a pat on the shoulder and sexual harassment, and so on. But, as anyone who has studied Aristotle will know, “values” aren’t something you bump into from time to time during the course of a business career. All of business is about values, all of the time. Notwithstanding the ostentatious use of stopwatches, Taylor’s pig iron case was not a description of some aspect of physical reality—how many tons can a worker lift? It was a prescription—how many tons should a worker lift? The real issue at stake in Mayo’s telephone factory was not factual—how can we best establish a sense of teamwork? It was moral—how much of a worker’s sense of identity and well-being does a business have a right to harness for its purposes?

The recognition that management theory is a sadly neglected subdiscipline of philosophy began with an experience of déjà vu. As I plowed through my shelfload of bad management books, I beheld a discipline that consists mainly of unverifiable propositions and cryptic anecdotes, is rarely if ever held accountable, and produces an inordinate number of catastrophically bad writers. It was all too familiar. There are, however, at least two crucial differences between philosophers and their wayward cousins. The first and most important is that philosophers are much better at knowing what they don’t know. The second is money. In a sense, management theory is what happens to philosophers when you pay them too much.

The idea that philosophy is an inherently academic pursuit is a recent and diabolical invention. Epicurus, Descartes, Spinoza, Locke, Hume, Nietzsche, and most of the other great philosophers of history were not professors of philosophy. If any were to come to life and witness what has happened to their discipline, I think they’d run for the hills. Still, you go to war with the philosophers you have, as they say, not the ones in the hills. And since I’m counting on them to seize the commanding heights of the global economy, let me indulge in some management advice for today’s academic philosophers:

■Expand the domain of your analysis! Why so many studies of Wittgenstein and none of Taylor, the man who invented the social class that now rules the world?

■Hire people with greater diversity of experience! And no, that does not mean taking someone from the University of Hawaii. You are building a network—a team of like-minded individuals who together can change the world.

■Remember the three Cs: Communication, Communication, Communication! Philosophers (other than those who have succumbed to the Heideggerian virus) start with a substantial competitive advantage over the PowerPoint crowd. But that’s no reason to slack off. Remember Plato: it’s all about dialogue!

With this simple three-point program (or was it four?) philosophers will soon reclaim their rightful place as the educators of management. Of course, I will be charging for implementation.

Thursday, May 7, 2009

Is a man known by the company he keeps?

A retrospective on the years gone by, and on those who were the partners in crime


What is it that defines the existence of men? Is it their achievements, the shields in the cupboard, or the certificates in their folders? Is it the impression they leave behind or is it the kind of times they enjoy?


Frankly, it should be all of this. Yet, we find that we typecast people into many moulds, which are pre designed by our beliefs, and won't be remoulded easily. So a girl, who hangs out with a group of snobs, is by default assumed to be a snob. A guy hanging out with studious kids is by default, a geek, and someone hanging around with rustic rouges is labelled a rogue too. Sadly, not many get to know the persons before typecasting them. Another example of our bounded rationality, and laziness maybe.

Yet, there are some typecasts we choose for ourselves. There are certain clubs, groups and social circles we want to be a part of. Either, its for the glossy labelling (IIMs would do that I guess), or for finding people who have interests in common with you, and thus, are likely to be better friends, or at least people with whom you can discuss stuff that is of a common nature.

Plus, when you work in clubs, committees, or stay in hostel wings, fraternities, or sororities, you spend a lot of time with the people there. Either, you begin to understand and appreciate each one for their worth, or you adapt yourself to the norms of the group. And generally, the common goal, and its achievement thereof, sets the stage for a nice celebration, which does gel teams and people well.

Maybe this explains why I think my clubs and committees are a big part of me now, and even led to my nickname (or that of the committee) to be altered. And the best parties I have had, were either with my Literary society pals at D'LangChaps, or at Oculus - The Communication Platform, or with Team Perfect Score- the INDEX team I was a part of.

And at each of these stages, I learnt a lot. First from my seniors, Harry sir n Joban sir in graduation, Anshul Jain, Riddhi n Puneet Saxena at Oculus, and Mukesh at Team Perfect Score. These were the best times, and I have always enjoyed being a junior much more than a senior. There’s no extra baggage of responsibility or of appearing disciplined, which I guess goes against my DNA :)

As a senior, I tried to give some of this back, and again, had great times with most of them. Rajdeep (the idiot), sup (the guy), tapsie, modis.. everyone.. n still, given an option, they r all nice people to hang out with... and similarly for the Index team I had to lead..

Further, I guess I was known for my clubs at both these places.. and the need for social affiliation, and possibly the need for achievement, were fulfilled by these two groups. And I was passionate about them. No wonder, I would still love to talk to any of the people from there.. and most of them (I hope) won’t mind it either :)..

So is it right or wrong to know a man by his company? I don't have definitive answers yet.. though some comments would surely help :)