Controller As Business Manager PDF
Controller As Business Manager PDF
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1 2 3 4 5 6 7 8 9 0 SP 1 9 8 7 6 5 4
Edw in T. Lindell, Jr., my father, who recommended that I pursue a career in accounting.
Steve Becker, CPA, my first accounting professor, who taught practical lessons and helped guide me through the
University of W isconsin at Plattev ille (UW-Plattev ille) and into the CPA profession.
Ed K ohl, M.A., who demonstrated servant leadership in all business activ ities, and was fundamental in the
development of my philosophy of accounting and finance professionals being servants to operations.
Jeffrey Cooke, J D, MBA, my TEC chair, business partner, and coach, who taught me about business strategy.
Scott Miller, CPA/ABV, CVA: “W hen the student is ready, the teacher shall appear”. T hanks for appearing!
Milli Lindell, my w ife and partner, who has been my editor and my support to surv ive in the entrepreneurial
world.
It is never enough, but I sincerely thank each of you for your help along the way.
v
ABOUT THE AUTHOR
James (Jim) T. Lindell, CPA, CGM A, MBA, is the president of T horsten Consulting Group, Inc., a W isconsin-
based prov ider of strategic and financial consulting, professional speaking, training, and executive coaching.
Jim has an extensive background in senior management, including positions as chief financial officer,
corporate controller, and corporate assistant controller. Jim has worked w ith a variety of industries, including
manufacturing, health care, not for profit, distribution, and food processing.
Jim is a certified public accountant w ith public accounting experience at several local and regional accounting
firms. He is a chairman of T he Executive Committee (TEC) chairman. He is a member (and instructor) of
the American Institute of CPAs and the W isconsin Institute of CPAs, and a member of the National Speakers
Association.
Jim is the author of “AICPA’s Annual Update for Controllers”, “Strategic Planning: A Simplified and Workable
Approach for Private Companies”, and “AICPA’s Controllership: 25 Critical Lessons from the Trenches”. Jim
also authored and was part of the AICPA v ideo and course “Minimizing the Effects of the Recession on Y our
Business”. He is a contributing author of the AICPA program “T he Fast Close, Soft Close, V irtual Close? Now
Days not Weeks”.
Jim is a four- time recipient of the AICPA’s Outstanding Discussion Leader Award.
Jim is a member of the folk music group “Deep Pool”, coach of a boys’ high school rugby club, and still plays
“old boys” rugby.
vii
CONTENTS
INTRODUCTION 1
Expanding Controller Value 1
Factors Currently Influencing Controllers 1
The Path From Controller to Business Partner 3
First Circle—Detail-Oriented Controller 3
Second Circle—Controller and Business Strategy 4
Third Circle—Industry Strategy 4
Fourth Circle—Trends, Politics, Economy 5
Contrast Detailed Controller With Business Partner 5
Survey of What CEOs Want From Controllers and CFOs 5
Themes and Structure of This Book 6
ix
Goals 28
Execution 29
Success 30
The Planning Continuum 30
Dreams 31
Vision 31
The Business Plan 31
The Strategic Plan 31
The Annual Plan 31
Three- to Five-Year Plan 32
Risk Management 32
Vacation Metaphor for Planning 32
Identifying the Business Model 34
Creating Value Through Strategic Alignment 35
Driving Value Through an Aligned Culture 43
Clarify Performance Expectations 43
Define Values in Behavioural Terms 45
Hold Leaders and Staff Accountable 46
Getting Started with Your Own Culture Transformation 46
x
Business Plan Outline 64
Cover Sheet 65
Table of Contents 65
Executive Summary 65
Company Description 66
Industry Analysis 68
Market Analysis 69
Competition 70
Marketing and Sales 74
Operations 75
Management and Organisation 76
Capitalisation and Structure 77
Development and Milestones 78
Risks and Contingencies 79
Financial Projections 79
Appendices (Optional) 80
Business Plan Pitfalls 80
The Business Plan Is Only Written to Receive Funding 81
The Business Plan Is Written by a Consultant 81
The Business Is Unwilling to Spend the Required Time to Create the Business Plan 81
The Business Does Not Match Its Corporate Culture With the Same Level
of Business Planning 82
The Business Operates in Crisis Mode and Therefore Ignores the Planning Process 82
The Plan Is Not Shared With All Levels of the Organisation 82
Lower Level Employees Had No Input Into the Business Plan 82
The Business Does Not Recognise the Power of a Vision or a Mission Statement 82
Employees Do Not Know How Their Positions Relate to the Business Plan 83
The Business Has Hidden Issues That No One Is Willing to Discuss 83
The Business Is Unwilling to Accept That Its Business Model Is Out of Date
or May Be in Jeopardy 83
xi
Hockey Stick Projections 83
Underestimating Competition 83
Underestimating Start-up Expenses 84
Overestimating Sales Volume Ramp Up 84
Lack of Consistency in the Plan 84
Lack of Objective Reviewer 84
Owner of Business Plan Is Too Enthusiastic About Derivative Possibilities 84
Market Share Estimates That Have No Support 85
Lack of Visual Charts and Diagrams 85
Credibility of Board of Directors 85
Uncontrolled Spending and Start-up 85
Failure to Review and Include Ratios and Trend Analysis 85
The One-Page Business Plan 86
4 STRATEGIC PLANS 87
The Difference Between a Business Plan and a Strategic Plan 87
Benefits of Strategic Planning 87
Basic Overview of Various Strategic Planning Models 88
Model One—”Basic” Strategic Planning 88
Model Two—Issue-Based (or Goal-Based) Planning 89
Model Three—Alignment Model 89
Model Four—Scenario Planning 90
Model Five—”Organic” (or Self-Organising) Planning 90
Comparison of New Planning to Old Planning 91
Strategic Planning Resources 91
Software Programs 92
Web Sites 92
Government Resources 92
External Consultants 92
Coaches or Facilitators 92
xii
How Are Departmental Goals Influenced by Strategic Goals? 93
Tools That Are Available to Aid the Strategic Planning Process 93
SWOT Analysis 94
PEST Analysis 95
Scenario Planning 96
Competitive Analysis 97
Goals Grid 97
Focus Groups 98
STP Method 98
Gap Analysis 99
Start and Stop 99
Plus Delta 99
Balanced Scorecard 100
Force Field Analysis 101
Product-Market Growth Matrix 103
Mind Mapping 104
The 5 Whys 105
How To Conduct Strategic Planning for Your Company 106
One-Page Strategic Plan 108
xiii
Quick Changeover 116
Six Sigma 117
Theory of Constraints 117
Lean Concepts 118
Value Streams and Value Stream Mapping 118
Pull Manufacturing 120
Kanban 122
One Piece Flow Manufacturing 123
Standard Work and Takt Time 124
Takt Time 124
Production Smoothing 125
Kaizen 126
Waste Identification 128
Office Lean Management 129
Lean Office Approach 129
Implementing a Lean Programme in Your Business 131
Best Practice Checklist 132
Turning Data Into Knowledge 137
Almanac of Business and Industrial Financial Ratios 138
Altman’s Z-Score: A Bankruptcy Predictor 144
Z-Score Model 1 145
Z-Score Model 2 152
Z-Score Model 3 152
Publicly Traded Data 153
Finance Yahoo Comparable Data 153
Economic Analysis—American Association of Railroads 156
Economic Analysis—Federal Reserve Industrial Production and Capacity 159
Economic Analysis—Federal Reserve Data 162
xiv
Correlation Analysis 166
Ratio Analysis 167
Financial Ratios 167
Liquidity Ratios 167
Asset Turnover Ratios 168
Financial Leverage Ratios 169
Profitability Ratios 170
Dividend Payout Ratio 170
Use and Limitations of Financial Ratios 171
DuPont Calculation 174
Summary Comments 175
7 EMPLOYEES 191
What Do Employees Want? 191
Meaning 192
Control 193
xv
Reward 193
Recognition 195
Balance 196
Recruit, Retain, and Develop 196
Personality Profiles 197
Merrill-Reid Descriptors 200
Merrill-Reid Implications for Working with Staff 201
Profile Tools 202
Myers-Briggs Profile 202
The Caliper Profile 208
Culture Index 210
Performance Values Matrix 214
xvi
Opportunities To Develop Efficiencies Within an IT Department 241
Lean IT Service Management 241
Staffing the IT Positions and Outsourcing 242
Staffing 242
Outsourcing 243
xvii
Background of Other Party 268
Pitfalls in Communication 268
Understanding NLP 269
Uses of NLP 270
Three Main Learning Styles 271
Utilising NLP 271
Eye Accessing Cues 271
Body Language—Understanding the Unspoken 272
Improving Presentation Techniques 274
Financial Presentations Made Easy 274
Improving PowerPoint Skills 276
Managing Your Boss 277
11 SUMMARY 281
Introduction—Expanding Controller Value 281
Chapter 1—Controller vs. Business Manager 281
Chapter 2—Origin of Value and the Planning Continuum 282
Chapters 3 and 4—Corporate Culture, Business and Strategic Plans 282
Chapter 5—Lean, Best Practices, Data Into Knowledge 283
Chapter 6—Ethical Leadership 283
Chapter 7—Employees 283
Chapter 8—HR and IT Functions 284
Chapter 9—Project and Change Management 284
Chapter 10—Communication Skills 284
APPENDIX A 287
APPENDIX B 293
APPENDIX C 309
APPENDIX D 287
xviii
INTRODUCTION
In this opening section, we w ill identify the various forces that are altering the demands placed on controllers.
We w ill briefly examine the history of accounting and how it has evolved over thousands of years. Next, we w ill
identify the path a controller can strive for to move from traditional accounting serv ices to becoming an almost
irreplaceable business partner to the organisation.
1. T he advancement in technology:
a. Speed
b. Power
c. Mobility
d. Connectiv ity
e. Cloud
2. Social connectiv ity
a. Social media
b. Social business
To meet these ever- changing demands, controllers must v iew themselves in a different light. In “T he DNA of a
CFO”, an Ernst & Y oung (E&Y ) partner stated the follow ing:
Traditional finance skills of analysis, reporting and control are in demand outside of the finance function
and the job of the CFO is broadening far beyond its technical heartland into a role that is much more
“strategic”—in the broadest sense of the word. Leading CFOs are overturning outmoded perceptions of
finance as “business prevention units” and reposition the function as an enabling partner to the business.
T he acid test is the extent to which Business Partners consult them for adv ice on key aspects of strategy.1
1. An economic good: as
a. A product of agriculture or mining
b. An article of commerce especially when delivered for shipment (commodities futures)
c. A mass-produced unspecialised product (commodity chemicals, commodity memory chips)
2. A thing, an entity
a. Something useful or valued < that valuable commodity patience> ; also: thing, entity
b. Convenience, advantage
3. Obsolete: quantity, lot
4. A good or serv ice whose w ide availability ty pically leads to smaller profit margins and diminishes the
importance of factors (as brand name) other than price
5. One that is subject to ready exchange or exploitation w ithin a market (stars as indiv iduals and as
commodities of the film industry—F ilm Quarterly)2
Introduction 3
It is interesting to consider the descriptions as each relates to the serv ices controllers perform.
• Mass-produced—accounting reports
• Something useful—hopefully valued by management
• Obsolete—a situation controllers would like to avoid
• Diminishes the importance of factors…other than price—increasing controller value can result in higher
demand in price (salary)
• Ready to exchange or exploit—unless differentiated from other controller candidates, the current
controller is fungible
W hat do these descriptions suggest for controllers? Controllers must ensure that they prov ide a useful and
valued serv ice.
If their skills are not continuously upgraded, controllers run the risk of becoming obsolete. T his situation has
been seen many times by the author. Baby Boom controllers who were fearful of the technology boom did
not always keep pace w ith technology changes and upgrades that altered their business practices. It is not
uncommon for some accountants to solve a problem w ith pencil and columnar paper as opposed to employ ing
easier, and more efficient technological tools.
Consider the definition of commodity as “a good or serv ice whose w ide availability ty pically leads to smaller
profit margins and diminishes the importance of factors….” In other words, the traditional, detail- oriented
controller’s serv ices are easily overlooked because they are seen as interchangeable rather than prov iding a
strategic or competitive advantage.
W hen there is no differentiation between the current controller and traditional controller practices, controllers
are only seen as overhead that should be minimised. T he result of this perception is that a detail- oriented
controller function can be outsourced or replaced fairly easily. T he ty pical controller who limits his or her
serv ices to a traditional role can be replaced in three to four months. If your company’s industry is more
specialised, and the controller function is more complex (such as insurance or government), the time to recruit
for the position can increase, but ty pically only by a month or two.
T herefore, as we progress through the text, the challenge for each controller is to understand where he or
she falls on the spectrum from detailed commodity to strategic partner. Select the items from the text which
contribute to increased serv ice to your management team or create higher levels of understanding relating to
the business, industry, or global env ironment in which your business operates. T here is an easy way to see if
you are progressing along this spectrum (other than salary increases—which may be misleading). Next time
one of the management team members introduces you in public, listen for the follow ing words, “T his is Jill (or
John), our controller, but don’t be fooled by the accounting background. She (or he) is much more of a business
person”.
Introduction 5
SURVEY OF WHAT CEOS WANT FROM
CONTROLLERS AND CFOS
It is easy as support department leaders to “slip inside” our ow n accounting world and determine what is
w rong w ith every other department except accounting. T here is that danger, too, when considering the role
that controllers should play and limiting the conversation just to our peer group. Let us consider what a group
of CEOs decided about the attributes and competencies of the ideal CFO. T he adv ice and comments in the
follow ing list come from a roundtable discussion conducted by the Singapore CFO Institute. 3
Substance over form from the accounting perspective is the concept that the information show n in the financial
statements and accompany ing disclosures of business should reflect the underly ing realities of accounting
transactions, rather than the legal form in which they appear. T he key point of the concept is that a transaction
should not be recorded in such a manner as to hide the true intent of the transaction.
In this text, we expand on substance over form from a business partner perspective as it relates to traditional
duties versus big picture duties. T he controller who only focuses on traditional aspects of the job is focusing on
core or form duties. T he controller who wants to grow and prov ide additional value w ill focus on the substance
or big picture of the organisation.
Looking at the big picture is another focus of this text. Accountants have been the brunt of many jokes
emphasising accuracy or meaningfulness. Controllers must display that they can move beyond the arcane
science of accounting and apply their knowledge and understanding to the larger strategic, industry, and global
issues.
Servant leadership is another theme this text w ill explore. T he controller must focus on serv ing operations,
sales, or marketing. T hese efforts w ill result in other managers recognising the value of the controller and
accounting staff. Adoption of the servant leadership philosophy w ill be one of the quickest ways to be recognised
as a business partner.
Turning data into knowledge and management expertise are other recurring themes. Controllers must master
technical tools to bring greater insight into the vast ocean of accounting (and non- accounting) data.
Controllers have ty pically achieved their positions through the exhibition of technical skills. As they move
up the corporate ladder, controllers must become masters of management theory, staff management,
communication skills, and other essential skills.
T he text w ill cover the follow ing topics, specifically emphasising the broader role and implications of the tools
and techniques shared.
• Chapter 1: Defines the business partner role, discusses servant leadership and contrasts the differences
between leadership and management.
• Chapter 2: Introduces the “origin of value” and how value can be driven through the “Planning
Continuum”. T his chapter w ill also discuss the value of v ision, mission, and values w ithin the organisation.
• Chapter 3: Rev iews in- depth business and strategic planning processes w ithin a business based on
the Planning Continuum introduced in chapter 2. It w ill also include discussions about the impact of
corporate culture and the need for alignment through all levels of the organisation.
• Chapter 4: Emphasises significant tools that controllers must be aware of to discharge their duties beyond
the basic financial statements and accounting reports. T his chapter w ill cover:
◦ Lean management techniques for the business and the accounting department
◦ Best practices—these practices complement the preceding lean concepts
◦ Transforming data into knowledge—utilising other public data to gain insights into business cycles and
business trends
• Chapter 5: Examines ethical leadership in organisations. T his chapter w ill outline the role of a business
partner in promoting and maintaining an ethical culture.
Introduction 7
• Chapter 6: Rev iews importance of employees. A successful business partner w ill ensure that employees are
recognised for their true value to the organisation. T his chapter w ill cover:
◦ Recruiting, retaining, and developing employees
◦ T he need for employee personality profiling and various examples
• Chapter 7: Outlines the responsibilities for leading HR and I T. Controllers recognise that they have
demands in many different directions. T he ability to wear multiple hats is necessary for any business
partner. T his chapter w ill discuss a business partner’s duties in the follow ing areas:
◦ HR
◦ IT
• Chapter 8: Discusses the role a controller has in project and change management. A business partner who
cannot facilitate change management w ithin his or her staff or business w ill not be successful and move the
business forward.
• Chapter 9: Examines controller communication skills. A recent study by Ernst & Y oung highlighted
the skill most CFOs wanted to develop. It was communication skills. T his section w ill discuss daily
communication and listening skills, the ability to persuade others, and business partner presentation skills.
• Chapter 10: T he tenth chapter w ill address how the business partner meets the needs of CEO, board
members, and chief experience officers (CXOs). T he ability to “manage up” is crucial. Also, it is necessary
to be able to recognise the variety of agendas that are present in top management and board meetings.
• Chapter 11: T he final chapter w ill summarise the prev ious information w ith specific recommendations on
how controllers can successfully fulfil their traditional role and most importantly, their expanded business
partner role.
Introduction 9
1
CONTROLLER VERSUS BUSINESS
MANAGER
• Taxes—the preparation of reports that the firm must file w ith various local, state, and federal agencies
• Data processing—of corporate accounting and pay roll activ ities. Also called “comptroller”1
T he role of business manager may grow out of the business ow ner’s desire to delegate non- strategic tasks. For a
time, the business manager may share duties w ith the ow ner. As the ow ner gains trust in the business manager,
Box 1-2 contrasts the roles in relation to the Planning Continuum which is presented in the subsequent chapter
in figure 2-2.
Sales support Support servant to sales and May be leading sales and
marketing marketing functions
Ancillary functions—IT, HR, May oversee functions Will include these functions and
facilities additional operation departments
Manage individuals Like minded financial employees Larger employee base and
typically more diverse with
different needs
Continued on p. 14
Administration
W hen controllers only think in terms of financial results, they set themselves up for disappointment and
frustration. T hey see the world through balance sheets, income statements, and cashflow statements. T hey
have difficulty understanding why sales or operational staff can’t see the same picture. It is even possible that
the controller has more education and business acumen than either the operations or sales staff. As a result,
the controller is confused when he or she is not included in strategic discussions about the organisation. T he
answer is simple, although many refuse to accept it. T he controller must become a “servant” of operations (sales,
marketing, R&D, and other key areas.), and seek to meet the needs of others. W hen operations (such as sales)
needs are met, the follow ing occur:
T here is an important insight to this section as it is applied to other serv ice departments, specifically Human
Resources (HR) and Information Technology (I T ). HR and I T professionals struggle w ith the lack of input
that they have in the strategic direction of the company. T heir argument often goes something like this: “Our
area (HR or I T ) is so important to the business that they must include us in the strategic planning efforts”.
Unfortunately, their departments are often omitted. W hy? It is because they have not learned the secret of
servant leadership. To modify a famous quote first w ritten by St. Francis and then modified by Stephen Covey,
“Seek first to be a servant, then the leadership w ill follow”.
T he phrase “servant leadership” was coined by Robert K . Greenleaf in “T he Servant as Leader”, an essay that he
first published in 1970. In that essay, he said:
T he servant- leader is servant first… It begins w ith the natural feeling that one wants to serve, to serve first.
T hen conscious choice brings one to aspire to lead. T hat person is sharply different from one who is leader
first; perhaps because of the need to assuage an unusual power drive or to acquire material possessions…
T he leader- first and the servant- first are two extreme ty pes. Between them, there are shadings and blends
that are part of the infinite variety of human nature.
T he difference manifests itself in the care taken by the servant - first to ensure that other people’s highest
priority needs are being served. T he best test, and difficult to administer, is: Do those served grow as
persons? Do they, while being served, become healthier, w iser, freer, more autonomous, more likely
themselves to become servants? And, what is the effect on the least priv ileged in society? W ill they benefit
or at least not be further deprived? 3
1. Listening. Traditionally, leaders have been valued for their communication and decision making skills.
Servant- leaders must reinforce these important skills by making a deep commitment to listening intently
to others. Servant- leaders seek to identify and clarify the w ill of the group. T hey seek to listen receptively
to what is being said (and not said). Listening also encompasses getting in touch w ith one’s inner voice,
and seeking to understand what one’s body, spirit, and mind is communicating.
2. E mpathy. Servant- leaders strive to understand and empathise w ith others. People need to be accepted and
recognised for their special and unique spirits. One must assume the good intentions of co-workers and
not reject them as people, even when forced to reject their behav iour or performance.
3. Healing. Learning to heal is a powerful force for transformation and integration. One of the great
strengths of servant- leadership is the potential for healing oneself and others. In “T he Servant as
Leader”, Greenleaf w rites, “T here is something subtle communicated to one who is being served and led
if implicit in the compact is the understanding that the search for wholeness is something that they have”.
4. Awareness. General awareness, and especially self- awareness, strengthens the servant- leader. Making a
commitment to foster awareness can be scary—one never knows what one may discover! As Greenleaf
observed, “Awareness is not a giver of solace—it’s just the opposite. T hey are not seekers of solace. T hey
have their ow n inner security”.
5. Persuasion. Servant- leaders rely on persuasion, rather than positional authority in making decisions.
Servant- leaders seek to conv ince others, rather than coerce compliance. T his particular element
offers one of the clearest distinctions between the traditional authoritarian model and that of servant-
leadership. T he servant- leader is effective at building consensus w ithin groups.
6. Conceptualisation. Servant- leaders seek to nurture their abilities to “dream great dreams”. T he ability to
look at a problem (or an organisation) from a conceptualising perspective means that one must think
beyond day- to- day realities. Servant- leaders must seek a delicate balance between conceptualisation and
day- to- day focus.
7. F oresight. Foresight is a characteristic that enables servant- leaders to understand lessons from the past, the
realities of the present, and the likely consequence of a decision in the future. It is deeply rooted in the
intuitive mind.
8. Stewardship. Robert Greenleaf ’s v iew of all institutions was one in which CEOs, staff, directors, and
trustees all play significant roles in holding their institutions in trust for the great good of society.
9. Commitment to the Growth of People. Servant- leaders believe that people have an intrinsic value beyond
their tangible contributions as workers. As such, servant- leaders are deeply committed to the personal,
professional, and spiritual grow th of every person w ithin the organisation.
10. Building Community. Servant- leaders are aware that the shift from local communities to large institutions
as the primary shaper of human lives has changed our perceptions and caused a sense of loss. Servant-
leaders seek to identify a means for building community amongst those who work w ithin a given
institution.
Brewer w rote the follow ing poem on Servant Leadership. Consider your role. W hich lines represent behav iours
you demonstrate? W hich lines point out behav iours that you can improve?
LEADERSHIP MANAGEMENT
PRODUCES CHANGE AND PRODUCES ORDER AND CONSISTENCY
MOVEMENT
Source: Peter G. Northouse, Leadership: Theory and Practice. Fourth Edition. Thousand Oaks, CA: SAGE publications, 2007,
p. 10.
T he main aspects of leadership deal w ith the direction of the organisation. Establishing the direction is the
primary job of leadership. We shall examine the planning and v ision process in a subsequent chapter. After the
direction is established, everyone must be united to “pull” in the same direction, striv ing toward the alignment
of people, resources, and direction. Finally, leadership must inspire the workforce to move dow n the directed
path in harmony.
Management, on the other hand, takes the established direction and allocates resources to achieve the strategy.
It is responsible for making sure that the proper people are in place. It also monitors the activ ity of the
resources and makes daily corrections.
It is relatively easy for the controller to understand if he or she is operating in a managing or leading role. T he
descriptions given earlier are also generalised. T here could be times when a manager is acting as a leader or a
leader is acting as a manager. A good example of this concept would be when the controller recommends that
the business purchase a new ERP system (leadership). T he implementation of the system would be managing.
On the other hand, if the CEO wants a new ERP system (leadership) and instructs the controller to research,
then the controller is managing.
Another characteristic of leadership is the time spent on the v isioning phase. Examine figure 1-1; note that it
illustrates the allocation of time spent in 1) leadership activ ities and management activ ities or 2) transactional
ty pe activ ities for major categories of employees or stakeholders.
90%
80%
70%
% of time spent on activity
60%
50% Leadership
Management
40% Transaction
30%
20%
10%
0%
Front Line
Staff
Middle
Management
Senior
Supervisors
Board
CEO
Management
1st Line
It is easy to see that the higher up a person is in the organisation, there is an increase in the amount of time
the person must devote to leadership (or as it implies, strategic responsibilities). Mov ing from the top level to a
lower level, the amount of time spent on leadership drops drastically. Some people w ill question why frontline
staff could even have two percent of their time attributable to leadership areas. Frontline staff w ill become
involved when top leadership inv ites them into strategic areas. For example, all levels of the business can
prov ide input into the strategic planning process, which can be done in a variety of ways w ithout spending a lot
of time. However, the inclusion of the frontline staff in the planning process can be helpful for them to accept
more ow nership in the strategic plan. As noted earlier, the major difference between leading and managing is
that leaders establish the direction of the business and managers allocate resources to accomplish the strategic
direction that has been dictated to them. K eep in mind that leaders w ill almost always have some component of
managing. So although managers should always have a component of their job that relates to leadership, it may
be impossible to achieve if the manager cannot move beyond day- to- day activ ities of the organisation.
Box 1- 4 demonstrates how various positions can impact leadership, management or transactional situations. T he
illustration displays example comments that the respective person in the accounting department could make
during a conversation about changing the existing accounting system.
Leadership CFO “We need a new accounting system. Please research how many
systems we should consider”.
Management Controller “I researched the universe and there are eight potential systems to
look at”.
Leadership Controller “However, there are some tweaks we could make to our current
system to make it meet our needs”.
Leadership CFO “Thanks, but let us move away from the current system to a more
flexible system”.
Management Controller “Accounting staff, please list the feature that you would like to see in
a new system”.
Leadership Accounting Staff “This would be a great time to create an e-commerce system!”
Management CFO “Good suggestion, let’s build that into the requirements analysis”.
Leadership CFO “I want the new system implemented by the beginning of next year”.
Note that the first comment from the CFO depicts the v isionary statement of needing a new system. T he
controller comments on potential systems based on the CFO’s directive. Note that the controller also enters
a leadership level when he or she suggests that there is an alternative to selecting a new system. T he act of
suggesting a different v ision is a leadership role. Next the CFO politely refuses to change the v ision, and the
controller sw itches back to the managerial role by beginning the process to select a new system. Also note
farther dow n in the box, the accounting staff suggests integrating the e- commerce opportunity w ith the new
system. T his suggestion is welcomed, and the project has a new requirement. T he suggestion of including the
e- commerce component also is indicative of the accounting staff ’s leadership role as the suggestion alters the
original v ision. T herefore, it is fairly easy to determine the level at which the employee is functioning. If the
function creates, modifies or alters the v ision, it is leadership. If the function allocates, manages or monitors
resources, it is management. If the function deals w ith transactions or detail, then it is transactional. All levels
are necessary for the proper measure.
Position does not necessarily indicate the level at which a person is working. However, if the person is not
astute to understand the implications, he or she can spend too much time working in areas that are not part of
his or her responsibility. T his behav iour results in micromanagement when leaders do not let their managers
(Author’s note—as ev idenced in many AICPA seminars, CPAs ty pically have difficulty w ith delegating work
to subordinates. In the same manner, CPAs are all too w illing to accept work delegated “up” the hierarchy.
Unknow ingly, the CPA completes the task in an inefficient manner because he or she is unw illing to invest the
time to instruct staff so they can complete the work themselves.)
2 “Business Manager”. Wikipedia. Accessed January 19, 5 Poem by Brewer as cited in Hansel, Tim. Holy Sweat!
2014. en.w ikipedia.org/w iki/Business_manager. Dallas, T X: W Publishing Group, 1989, p. 29.
Controllers must understand the origin of value as it is the foundation for the strategic planning process. W hen
leading seminars for the AICPA, this author has asked attendees to describe where value comes from in their
organisations.
• Cash flow
• Good products
• Great customers
• Dedicated employees
• Research and development
• Earnings
• Competitive advantage
• Innovative processes
T he differences between creating value and sustaining value can be confusing to controllers because of the
difference between creating value and sustaining value. In most of the items listed above as class responses, the
value is sustaining as opposed to originating. Only the “innovative processes” and “research and development”
create new value, whereas, the other items sustain existing components of value. We w ill explore in detail each
of the items identified in figure 2-1, but suffice it to say all value begins from one place and one place only. It
originates in the dream phase for all organisations.
DREAMS
W here does profitability really originate? Many businesses are caught up in the day- to- day struggles of
producing products or delivering serv ices. W hen they are thus occupied, it may be difficult for them to look at
the big picture. Companies may only be focused on how to increase gross margin by one or two percent, or how
they can reduce their expenses by $5,000. T herefore, to begin our journey and understanding of the overall
picture of profitability, we need to back up to the beginning of any business. For any organisation, for-profit or
not-for-profit, profitability begins w ith a dream. It may begin w ith:
T hese conversations give life to dreams. T hese dreams are the seeds of the future business. T hese dreams, even
in their infancy, represent the future value of the organisation.
Take a moment to consider your ow n organisation. Y our business has value. It may be a combination of
earnings, assets, and goodw ill. However, where did this value come from? It is possible that the business is
decades old and generates significant profits in operations. However, that was not always the case. W here
did the first concept for the business take place? How did the founder come up w ith the overall concept of
the company? Was it a dream, or an opportunity that somebody identified? T he initial dream may have been
modified incrementally as the business evolved. However, the incremental changes are refinements of the initial
dream. W hen companies make significant paradigm sw itches in the way they do business, they are the results of
new dreams.
As simple as it may seem, this process can be the seed that can generate significant future value and lead to
the creation of a new organisation. In addition to the start of a new business, this dreaming process is also
necessary for companies to break out of their day- to- day operations and jump the traditional business cycle
S- curve. For this reason, many strategic planning processes endeavour to bring outside facilitators in to help the
management team identify new opportunities for grow th or expansion.
Consider some of the companies in the follow ing table that have changed from their traditional products or
serv ices. W hat has been the impact on the organisation?
Blockbuster VHS & Beta video rentals Movie distribution (on demand)
Take a moment to reflect on how your business can change its existing serv ice or product into a new serv ice or
product. W hat product or serv ice do you env ision?
… T he extraordinary reality is that few executives think this time- consuming process pays off, and many
CEOs complain that their strategic- planning process y ields few new ideas and is often fraught w ith politics.1
If we want the planning process to be more successful and the business to generate more profit, then time must
be invested in developing dreams for the organisation. T his time investment is especially true in fostering and
supporting research and development functions w ithin an organisation.
New dreams and innovative ideas can be captured as part of the SWOT exercise, which w ill be explained later
in the text. W ill management have problems implementing the dream process? Depending on the culture of the
company, some teams w ill see this as silly or a waste of time. A company whose culture dismisses such processes
w ill not be one in which people are inclined to make significant out- of- the- box improvements or jumps in
T hroughout this section, we are going to use a themed example to illustrate some of these techniques for your
planning process.
VISION
Once the dream process has been completed, a v ision w ill be developed that prov ides a broad direction of where
the business would like to go. T he v ision also becomes a driv ing force in prov iding direction to stakeholders,
shareholders, senior management, and other employees. T he v ision does not tell you how you are going to reach
your destination, but it does identify the destination. Consider the follow ing questions your management team
should evaluate regarding the organisation’s v ision at every planning retreat.
W hen a business creates its initial business plan, it w ill usually create a mission statement. Every time the
business embarks upon its strategic planning process, it should also take time to rev iew its mission statement.
Unfortunately, one of the major drawbacks to mission statements is that many management teams do not believe
that the mission statement adds value to the business plan. T his perspective ignores the mission statement
as one of the most powerful tools to inspire and influence employees w ithin an organisation. W ithout the
inspiration or guidance, profitability w ill suffer.
A mission statement is a formal short w ritten statement of the purpose of a business or organisation. T he
mission statement should guide the actions of the organisation, spell out its overall goal, prov ide a sense of
direction, and guide decision making. It prov ides “the framework or context w ithin which the company’s
strategies are formulated”. 2
T hroughout the United States, this author has asked participants in AICPA seminars: 1) Does your business
have a mission statement? 2) Can you repeat it verbatim? Ty pically less than 10 percent of all attendees’
businesses w ill have mission statements. Less than two percent of the attendees can repeat their mission
statement verbatim. In almost all cases, people respond w ith a statement similar to the follow ing, “Well I’m not
sure what the mission statement is verbatim, but it kind of goes like this”.
Not-for-profit businesses, for the most part, have figured out how to use mission statements to generate passion
and commitment w ithin their organisations. For-profit companies need to utilise the mission statement and
integrate it in their cultures. Mission statements should be:
• Short
• Simple to remember
• Inspirational
• Posted throughout the organisation for all to see
T he author has experienced and seen how mission statements have driven employees to take action to develop
profitability of the organisation. T he business must struggle to create a powerful mission statement that not
only becomes integrated into the business culture but that also becomes a force in decision making and business
direction.
1. Rev isit the mission statement annually (including board and key staff members).
2. Discussion of the mission statement should be a prominent part of all board and staff orientations.
3. T he mission statement should be on all literature, on the web site, and posted in the workplace.
4. Start every board and staff meeting w ith a two or three minute “Mission Story”. Someone tells a story
about a client or customer they have met or how the business strengthened the community.
5. T he mission statement should be w ritten on all board and staff agendas.
6. T he mission statement should be on all board and committee minutes.
7. All staff, board, and volunteers should know the mission by heart. T hey should be asked to use the
mission statement when they tell everyone they know about the business and the good work they are
doing. 3
W hat is an example of a simple mission statement? “T he mission of Catholic Charities is to prov ide serv ice to
people in need, to advocate for justice in social structures, and to call the entire church and other people of
good w ill to do the same”.4
W hat is a complex mission statement? “T he Jeremiah Program, a broad- based collaborative community
initiative, assists low- income mothers and their children to help themselves complete their education and achieve
economic self- sufficiency through empowerment skills, access to affordable housing, child development serv ices,
health care, support serv ices, and meaningful employ ment. T he Jeremiah Program mothers and children
develop positive self- esteem and clarify their values on which to build a successful life”. 5
GOALS
Goals help create direction and inspiration. T he goal- setting process should originate w ithin the strategic
planning process. If a department or section of the business does not have a major goal that is obv ious in
the strategic plan, then the goals of the department or the div ision should support the existing goals w ithin
T he author’s son was steering a pontoon boat on the lake. T he boy was very young and had difficulty
steering. As he gripped the wheel tightly, he would over- steer in one direction and then back towards the
other. As a result, the boat would weave back and forth. T he author said to his son, “Can you see that dock
on the other side of lake?” T he son replied, “Dad, do you mean the white dock?” So the author replied,
“Y es”. T he author also asked his son, “Do you think you could hit that dock w ith the boat?” T he son’s eyes
lit up, and he exclaimed, “Y ES!”
W hat do you think happened to the course of the boat? Y ou were correct if you guessed that the boat
headed off in a straight line towards the dock. T he intriguing piece to the author was that he was
communicating w ith his six-year- old son who understood the direction he was to go. Even more important
was the reality that the boat was speeding off towards the white dock. T hen the author had a reflection
on the world of business. He wondered how many people w ithin businesses that are doing their daily jobs
have no idea where the “white dock” is in their organization. He also wondered what would happen if all
employees knew which direction they were heading and that they had the power (and responsibility) to
help influence the overall direction and results of the company.6
Reflect on your business today and the strategic planning and goal process used. Consider the follow ing
questions:
EXECUTION
T he execution stage is where every thing should come together. T he dreams created the v ision and the mission
gave the underly ing principles of how the v ision would be accomplished. Specific goals were established that
would (if achieved) help fulfil the v ision. T he execution is where all of these items come together, and the actual
work is performed. At the beginning of this chapter, we discussed that all value originates w ith dreams. We
also listed characteristics of successful dreams, such as good people, good products, and good customers. W hen
these characteristics are executed correctly, they w ill appear in the execution phase. However, something else,
that is very interesting, may transpire in the execution stage.
If a business is in crisis mode, the dysfunction w ill show up in the execution stage. W hen crisis manifests, it w ill
show up in comments such as, “If we could only hold the books open for another day, or if we could only ship an
extra day this month”. T herefore, crisis events can be identified by “if only” ty pes of statements.
T he follow ing discussion w ill outline a planning continuum as show n in figure 2-2. T his outline w ill be the basis
for most of the remaining chapters of this book. T his continuum is also a handy reference tool. If someone has
never been a participant in the planning process for an organisation, this figure alone w ill outline the integral
pieces for the planning process.
Dreams
Every 2 years
Vision
Every year
Business Plan
Sales and
Marketing Goals
Review Vision
Strategic Plan and Mission
Vision
T he dream is formulated into a v ision of what the business would like to accomplish in the long term. T he v ision
is the destiny of the organisation.
After the sales and marketing goals are finished, the operational goals should be established. It is foolish to have
operational goals w ithout know ing the quantity or the volume of sales that are planned in the upcoming year.
T he operational plan w ill cover all goals and objectives for detailed operations.
Now that a foundation is established that includes: 1) sales and marketing goals that are supported by 2)
operational goals, then 3) the preliminary budget (profit and loss statement), balance sheet, and cash flow
statement (capital expenditures) can be created. It is easy to identify a business that does not have a complete
understanding of the planning continuum. T his lack of understanding ty pically shows up when the business
begins its annual planning process by requesting budgets from the various departments or div isions. It is
painfully obv ious (as you look at the continuum) that when a business starts w ith budget requests, it is starting
Risk Management
T here are three sections that fall under risk management. T he first is traditional risk management. T his area is
reserved for items such as traditional property and casualty insurance and other insurance programmes. T he
second part of risk management is the succession plan. T he succession plan is necessary for determining who
w ill take over in an emergency. In addition, it w ill prov ide direction for the business to develop other managers
to take over the reins of leadership. T he third part of risk management is contingency planning. Contingency
planning is essentially due to the risks that a business faces on a day- to- day basis. T hese risks can be any thing
from a financial crisis to an emergency crisis (such as fire, natural or manmade threats). Each of these sections
w ill be discussed in more detail.
The Overall Planning Metaphor—A family is taking a canoe trip to the Boundary Waters region on the border
between Minnesota and Ontario.
The Dream—Spend time w ith the family in a peaceful, recreational, outdoor setting.
How would the business plan be conceived? T he head of the family would utilise the dream and v ision to create
interest amongst family members to spend their vacation in the Boundary Waters. T he family’s head may need
a “sales tool” to conv ince other family members to invest their time in a vacation. T his tool would also contain
assumptions about the benefits of the adventure to the family.
Next would be the establishment of the key result areas (K R As), which would be:
1. Fun
2. Relaxing
3. Enjoy ment
4. Logistics
5. Finances (brochures, selection of outfitter, finances, transportation, passports)
W hat are the goals that, if achieved, w ill fulfil the v ision?
W hat are the sales goals? In this case none, unless money had to be raised (think of high school band
fundraisers for the marching trip to participate in the holiday parades).
• Supplies—purchased
• Canoe and Tent—checked and repaired
• Car—checked and repaired
• Itinerary—specific events to achieve fun, enjoy ment, and relaxation
How w ill the expenses be paid? Sav ings, loans, credit cards, and traveller’s cheques.
W hat is the contingency plan? W isconsin Dells, no vacation, postpone a year, emergency supplies in case
someone gets hurt.
W hat is the insurance plan? Health insurance up- to- date, life insurance up to date, out of network coverage in
case of an accident.
W hat is the R&D plan? W hat fish are in the lake, what w ildlife are in the woods, and what activ ities do
vacationers engage in while at the Boundary Waters?
W hat is the technology plan? Fishing gear—lightweight raingear, ropes to haul food up in trees from bears.
GPS so you do not get lost.
Now the author realises that the vacation metaphor is very simplified. However, many businesses make plans
where employees cannot grasp the overall plan and its ramifications. W hen you translate a complex process
(such as a complete strategic plan) into small, manageable pieces, it becomes easier to understand your business
and train your employees.
T here are many different models that can be created. Here are examples of potential models:
• The consulting model—A business that sells specific products or serv ices to open a door w ith the
customer so the business can obtain significant consulting serv ices. Many software companies w ill sell their
proprietary software at a low level just to obtain a larger consulting contract.
• The step or py ramid model—A business that offers a variety of similar products or serv ices at graduated
profit levels. For example, a guitar manufacturer can have a number of different models that vary
depending on the quality of the materials and the quality of the assembly. T he manufacturer w ill try to
get someone interested by encouraging him or her to purchase a lower- level guitar initially. As the person
becomes a more experienced musician, perhaps he or she w ill purchase a more expensive guitar w ithin the
manufacturer’s family of guitars.
• The component or add-in model—A business that sells an original product in order to obtain future
business for related components or supplies for the original model. For example, consider Lexmark
printers: Lexmark printers were basically the same price as buy ing an ink cartridge. Lexmark wanted
to do every thing it could to obtain the ink supply business, as opposed to just selling printers. Another
example is battery manufacturers that sell inexpensive flashlights. T he battery manufacturer’s goal is for
the consumer to purchase more batteries. T herefore, if you have more flashlights you w ill purchase more
batteries. Another good example of this model would be v ideo game units (Xbox or W ii, for example).
Significant profit is made on the sale of the software games that are utilised by the specific hardware as
opposed to profits on the units themselves.
• The advertising model—A business that gives away free information or serv ices in order to expose the
reader or listener to advertisements. Consider the current Internet sensation Pandora.com. A listener
hears free music of his or her favourite groups or favourite genre. However, after a number of songs have
played, Pandora w ill insert several commercials. T he listener must listen to the commercials to access
additional free songs.
• The multi-representative model—A business or representative that represents multiple product lines or
sellers to buyers. T his model is similar to a manufacturer’s rep who sells many different product lines, or
it could be representative of an independent insurance agent who represents many different insurance
companies to an indiv idual.
• entitled,
• unethical,
• arrogant,
• demonstrative, or
• demeaning,
the end result is that the business is operating out of alignment, and it w ill be felt in other areas of the
organisation.
One of the key roles of a controller or CFO is a strategic partner. Prev ious studies of CEOs and boards of
directors have indicated that the CFO should become more strategic. In this section, we w ill discuss how a
business can increase its value by creating better strategic alignment of all of its resources in the organisation.
Let us briefly rev isit the value origination hy pothesis from earlier in this chapter. All value originates in only
one place for a company. T hat position is unique ideas, dreams, or research and development. Remember the
quote by Walt Disney, “If you can dream it, you can do it!” T he same holds true for corporations. All current
value of the business generated from an original idea or thought. T hat idea was fashioned into a v ision. To
make the v ision a reality, the business would take the v ision and create a roadmap in the planning process.
Depending on the timeframes involved, it might be a business plan or strategic plan. Part of the process would
be to create a mission for the business w ith specific tactics, objectives, and goals. T he goals can be measured to
evaluate the progress toward achiev ing the v ision. If every thing is done appropriately, the actual operations of
the business w ill create products and serv ices that w ill become positive cash flow and value for the company.
New value is created when a business comes up w ith major new ideas such as:
• New products
• Acquisition of another company
• New markets
New value can also be created on an incremental scale when a business uses the follow ing:
T he value can also be created serendipitously. T hese events occur as a result of happy coincidences that were not
planned. Some famous examples of serendipity are:
• Vulcanisation of rubber. Charles Goodyear accidentally left a piece of rubber mixture w ith sulphur on a hot
plate, and produced v ulcanised rubber.
Value becomes generated for the organisation in various ways. However, no value can be generated w ithout the
initial event described—an idea or dream.
T he “value flow chart” from chapter 2 has been expanded in figure 2- 3 to identify how different staffing
levels of the business relate to achiev ing goals and objectives, operational efficiencies, and management of
programmes.
Founder
Dreams
OT TLE
Business plan
SW PES
Board of directors
Vision CEO
Strategic plan
IC
N OM Executive team
EC O K
LOO
OUT Mission
Divisions
Departments
Goals
NG
A RKI
CHM Supervisors
BEN
Execution
Front line staff
N
LEA
Success
• Harmony:
◦ I’m preaching to the choir.
◦ Pulling in the same direction.
◦ We are on the same wavelength.
• Disharmony:
◦ We are not all singing from the same hy mnal.
◦ Is everyone on the same page?
T he closer the alignment of all levels of the organisation, the greater the chance of achiev ing the desired v ision.
W hat are some signs that a business is out of alignment and not working to create higher shareholder value?
• T here’s a hesitancy to change. Change poses a threat and upsets the status quo. Refer to figure 2-1. Real
value is only generated from the initial ideas and the implementation of those ideas. T he very nature of
creating value for the business w ill result in a change. A business that is afraid of change w ill have a very
difficult time creating alignment.
• T he business overstates the trust that it has in the strategic planning process. T he business may have a
planning process and even have a strategic plan. However, the plan is not followed or reinforced. It is not
used as a tool to help guide the business but merely as an exercise in executive management futility.
• T he business does not establish goals or metrics that drive employee behav iour.
• Managers struggle and interpret the strategic direction based on their perception of senior management’s
w ishes. As a result, managers are regularly working at cross purposes w ith other managers or
departments.
• Quite often the business can be characterised as working in silos or w ithin territorial bounds. A business
must not be held back by petty desires, such as managers building their ow n kingdoms w ithin the
organisation.
• Managers might be more concerned w ith hav ing a large budget or large workforce. T hey believe that
a larger budget or workforce signifies that they have a greater standing w ithin the organisation. T his
thought process w ill not y ield to cross department or cross div isional teams. T he managers w ill be hesitant
to listen to more effective methods of performing specific functions or processes.
• T he work env ironment might be characterised as political or inappropriately competitive. Managers make
decisions not based on strategic shareholder value, but based on selfish political opinions or the need to
position themselves against other managers or departments w ithin the organisation.
• Communication is not face to face or easily managed. Communication takes a formal approach where
employees document every thing out of the fear that they w ill be blamed for an event or action. Employees
spend a great amount of time documenting processes and agreements just to protect their ow n positions.
A business that pursues strategic alignment w ill find that the business runs much smoother than a nonaligned
company. Let’s consider some of the benefits of a business that focuses on and improves strategic alignment.
• Everyone understands what the top priorities are for the organisation.
• Communication is improved through transmission of priorities, as well as follow-up rev iews to ensure those
objectives are achieved.
• Any dev iations from plan can be highlighted quickly and dealt w ith in a timely manner.
• Resources w ill be better controlled as the ability to work on projects that do not support the strategic plan
can be identified and managed.
• Everyone should be able to see how their job duties tie into the corporate goals.
• W hen strategic alignment also encompasses compensation, employees can be incentiv ised to achieve
desired results. Studies have show n that alignment of executive compensation, board compensation, and
stockholder return w ill result in a better overall return for the organisation. In essence, the shareholders,
the board, and the management team all want the same results. T herefore, it is much easier to employ
resources for the appropriate function. A proactive business ensures that all levels of the business have
their compensation tied to the same methodology so that everyone is pulling in the same direction.
• Companies that are aligned w ill utilise their resources in activ ities that generate the greatest positive
impact for the organisation.
• An effective strategic alignment process requires siloed departments to work together in the most efficient
ways, including cross department or cross div ision.
• An aligned business makes better use of its resources to identify and eliminate redundant processes.
• A perfectly aligned business has only one culture. T he business that fosters multiple cultures w ill create an
env ironment that makes alignment extremely difficult, if not impossible.
• As a result of alignment, the total time to complete any objective should be reduced. T his means that the
alignment can y ield quicker time to market for new products, quicker production cycles, better inventory
management, or better cash management.
• A business that is aligned has a faster reaction time. One simple example is when departments meet at the
beginning of the day for 10 to 15 minutes to discuss priorities for the day. All understand the top priorities
and focus their resources accordingly.
T here are several different tools that businesses can use to create greater alignment w ithin their organisations.
Y our business may have used the balanced scorecard, EVA (economic value added), and other tools. In the
follow ing section, we’re going to discuss a tool that has its genesis in lean management techniques. T he tool was
very popular several decades ago and has show n resurgence w ith many businesses over the last several years.
T he tool is know n as Hoshin K anri, and has also been referred to as the X-Matrix.
Look at figure 2- 4. In the centre of the image you can clearly see the “X” draw n across the major cell.
Improvement
Reduce order to delivery lead time by 10%
Annual
objectives Targets to
Improve
Bob Barnyard
3-year
Cindy Cinder
Sally Shell
breakthough objectives
Jim Jones
Chris Cap
In the lower quadrant of the X-matrix, the section is entitled “T hree-Y ear Breakthrough Objectives”. T his area
can be thought of as a long- term v ision for the specific project that is to be achieved. It can be used at either
the highest business level or can be used at the lower levels of the business to manage departments or specific
projects. Once the three-year breakthrough objective is determined, the left side quadrant must be identified in
terms of the annual objectives. For example, the quadrant titled “T hree-Y ear Breakthrough Objective” lists four
items:
Consider the third objective (reduce order to deliver lead time by 25 percent). T he team would need to focus
on the annual objectives that would be necessary to achieve this goal by the end of three years. By achiev ing
this goal, the long term objective would be met. Note that the boxes are linked in shaded, which establishes
the linkages among the items. Look on the left hand side and connect the third year objective w ith the same
shaded column. See that the annual objective is “reduce order to deliver lead time by 10 percent”. T he X matrix
recognises the long term goal of 25 percent; however, it would be unrealistic for us to achieve that w ithin one
year. T herefore, the one year goal is set at an achievable level of 10 percent. Continue to follow the quadrant
around clockw ise. T he top of the X-matrix “Improvement Priorities” indicates that it is necessary to execute five
value mapping processes. T he team w ill use lean techniques to value stream map five processes and identify
the value added. T his process w ill result in the identification of non-value added steps that can be eliminated.
T he elimination of the steps w ill achieve the one year target. T his, in turn, keeps the team w ithin its three year
timeframe. T he far right side of the quadrant helps to determine specific targets to obtain. In this example, the
team plans to find ways to reduce lead time by 10 percent for the five different processes. In summary, to reduce
order to delivery lead time by 25 percent in three years, it is necessary to achieve a reduction in the first year
order to delivery lead time of 10 percent. We w ill do this by value stream mapping five processes and identify ing
ways to reduce order to lead time in those five processes by 10 percent. On its face, the process seems fairly
simple.
T he secret that makes the X-matrix process successful is the second X-matrix, which is for the next level of
management. It is not show n here in this text. However, it follows the same concept we discussed earlier w ith
the information mov ing to greater detail to execute the objectives. It is important to realise that the subsequent
X-matrices break dow n the top level matrix into finer detail. In theory, all employees’ X-matrices when
connected support the achievement of strategic goals. W hat makes this tool so powerful is that each of the
X-matrices can be quickly rev iewed to determine if someone is on or off target or if he or she needs additional
resources. In addition, the top manager can look at all charts and know that employees are working on the
appropriate items—in essence achiev ing alignment.
As an alternative to an additional X-matrix, the action plan in figure 2- 5 can be used to identify the detailed
steps that are required. T his format w ill accomplish the same result.
Note at the top of the action plan the improvement priority is listed as “item 3—value stream map 10 processes”.
It identifies the ow ner of the action plan as well as the team members. It also prov ides a brief background for
existing team members. Note the relation to the annual objective. By tracking and taking action to develop the
processes, the team w ill reduce the time it takes from receipt of order to the delivery of product. T his w ill in
turn result in increased sales w ith customers becoming increasingly satisfied w ith the quick response times. T his
tool prov ides excellent information for those involved w ith the project and helps them understand the purpose
of their actions.
In the action plan, note that some of the action steps involve K aizen events. K aizen is a lean management
technique, and it w ill be discussed in a later part of this text.
1 - Identify top 10 products to be mapped Jim Top 10 identified and communicated 01/31/06 X
2 - Assign leaders to each product to be mapped Jim Leaders aware of their products 02/03/06
3 - Lean training to all VSM Leaders Frank Consultant delivers training 02/15/06
4a - VSM kaizen for product A Jill Mapped and on the wall 02/22/06
4b - Complete actions to achieve 30% reduction in overall leadtime Jill Validated results 04/02/06
5a - VSM kaizen for product B Cindy Mapped and on the wall 03/15/06
5b - Complete actions to achieve 10% reduction in overall leadtime Cindy Validated results 05/12/06
6a - VSM kaizent for product C Wendy Mapped and on the wall 06/02/06
6b - Complete actions toachieve 28% reduction in overall leadtime Wendy Validated results 10/14/06
7a - VSM kaizen for product D Bill Mapped and on the wall 07/14/06
7b - Complete actions to achieve 12% reduction in overall leadtime Bill Validated results 07/30/06
8a - VSM kaizen for product E Jim Mapped and on the wall 08/16/06
8b - Complete actions to achieve 8% reduction in overall leadtime Jim Validated results 12/12/06
Clarify
Planning —
performance
Goal Agreement
expectations
T he model is a simple X-Y graph w ith the vertical axis representing “performance” and the horizontal axis
representing the “values match”. T he quadrants represent the four possible combinations of high or low
performance and high or low values match.
T he performance value matrix helps enforce a culture where key values of the business are contrasted w ith
specific performance of indiv iduals. Consider the four- quadrant matrix called “T he Culture Grid” in figure 2-7.
10
Quadrant 2 Quadrant 3
High values,
High values,
high performance,
low performance,
stars, praise,
train, mentor, coach
Values take care of them
5
Quadrant 1 Quadrant 4
Low values, high
Low values,
performance —
low performance —
kingdom builders,
fire them!
silos, may not be
able to trust them
1
1 5 10
Performance
T his approach is w idely used to analyse the full spectrum of combinations of value and performance. Note that
the Y axis lists the word values. T hink of these as the values of the business or they may even be the values of
a specific department or div ision. T he X axis shows the word performance. Notice that on both axis, levels of
assessment range from low (1) to high (10).
Beginning in Quadrant 1, if an employee has low values and low performance, the business should terminate
the indiv idual. T he effort to increase the employee’s performance w ill be significant and it may be nearly
impossible to change the low response to values.
Quadrant 2 is for indiv iduals who have very high values. T hey understand the v ision of the company, the
mission of the company, and the stated values, and exhibit them in their daily work life. T he only issue w ith
these people is that they are not producing at an acceptable level for their particular position. Many people in
this quadrant might be younger or relatively new employees to the organisation. T hese indiv iduals should be
invested in w ith training, coaching, or mentoring to help bring their performances up to acceptable levels.
Quadrant 3 is the easiest quadrant to understand because those in this quadrant are the star performers. T hey
understand the v ision, the mission, and the values of the organisation. T hey go above and beyond the required
effort, and perform highly on all tasks. T he danger w ith these employees is that the business may burn them
out. In addition, these are employees who must be recognised for all of their contributions to the organisation.
If not recognised and rewarded, the lack of attention may drive these employees to leave the business of their
ow n accord.
Quadrant 4 is interesting. T hese indiv iduals historically have had outstanding performance. However, a person
in this quadrant may have the follow ing characteristics:
If we can modify an indiv idual’s behav iour, there is a chance that he or she can become a long- term valued
employee. If there is not sufficient ev idence that such a person can be changed, then it is best to sever the
relationship w ith that employee.
Another use of the Culture Grid is to have the employee place a dot on the chart where he or she believes he
or she is currently performing. T hen have the superv isor place a dot on the chart where he or she believes the
employee is performing. Connect the two dots w ith a bright coloured pen (red if disciplinary action w ill be the
outcome, blue if suggestions for improvement w ill be forthcoming.) T he difference between the dots is one of
perception, but it can be used for the superv isor to indicate where he or she wants the employee to improve (or
implied termination if improvement is not made.)
To make your business values actionable, follow these steps to define your values in behav ioural terms.
• Brainstormed value: Ethical. We will be ethical in all our dealings with customers, suppliers, stakeholders and
shareholders.
• Behav iours: Our name and reputation are of immeasurable value. We will honour the contractual commitments that
we make even when we have made a mistake. We will not lie or be dishonest to our stakeholders just to cover up our
mistakes.
• K ey Measures: These behaviours will then be scored on a scale with measures of “exceeds, meets, or needs
improvement”.
◦ Test these measurements w ith key players and stakeholders.
◦ Monitor performance. Survey the entire business tw ice each year and publish the results. Remember,
“W hat gets measured gets done!”
• Proactive observation: Seek information about your team members’ performance on that expectation.
• Consequence management: Apply the appropriate consequences. If they are doing what they committed
to, praise, encourage, and reward team members. If they are not performing as they committed, engage
them in appropriate conversations to understand why progress has not been made.
T his author likes to use a three- question approach to help staff learn and grow, especially when there has been
a problem or some action that needs correction.
1. W hat happened?
2. W hat did we learn?
3. W hat w ill we do differently?
Now let us consider a couple of tools to help understand how to approach the planning process for the
organisation. T he first tool is a simplified approach. Circle the number on each scale that relates to your
business in figure 3-1. Follow ing figure 3-1 are some examples of scores. T here is no right answer; just an
indication of your perception of various characteristics in your organisation.
Current time in meetings—If your management team holds regular meetings that last at least a half day and can
spend eight hours focused on one topic, choose a number close to 10. If your management team never meets
and cannot be interrupted because they are too busy for meetings, choose a lower number.
Policy and P rocedure—If your business follows established policy and procedure at all times, choose a number
close to 10. For example, if policy and procedure are not followed rigidly and are more like guidelines to your
organisation, choose a lower number.
Opportunistic/R egimented—If your business sticks to the plan regardless of the opportunity, choose a number
closer to 10. If your business abandons prev ious plans for a new opportunity (and does so on a regular basis),
choose a lower number.
Board Personality—If your board prefers highly detailed reports or action plans, choose a number close to 10. If
your board is more casual and less bureaucratic, choose a lower number.
After you have made your circles, connect the dots. Does your business come closer to a simple or complex
organisation? W hat do you think is the impact on the planning process to be selected?
Next, let us consider the follow ing 15- question survey tool in box 3-1 (developed by Debra Woog McGinty and
Nicole C. Moss) as an assessment of your corporate culture.
Corporate culture is a complex subject. Analysing your company’s culture can help you create a plan to
develop it.
This 15-question survey has been developed to serve as a starting point for your analysis.
Answer each true or false question according to what is true most of the time. So answer based on how
your business actually acts, not how you would like it to be.
True or False Questions:
1. I know how my projects contribute to the success or failure of our organisation.
2. Management makes a lot of announcements to employees.
3. I have colleagues from a wide variety of professional and personal backgrounds.
4. In this organisation, people who are not ready to be promoted after a certain length of
time are generally encouraged to leave.
5. Departments or teams compete with each other for the organisation’s resources.
6. When people are not getting along here, it is a long time before we address the issue
directly.
7. When it’s time for me to learn a new skill, training is readily available at no cost to me.
8. When the boss tells us to “Jump!” we ask, “How high?”
9. It takes a long time for this business to address customer concerns.
10. Many employees expect to work at this business for their whole careers.
11. Senior management says the door is always open, and they mean it.
12. It is fun to work here.
13. We have three or fewer layers of management.
14. We have performance reviews less than once a year.
15. Compensation and benefits are relatively low here.
Count your “True” responses in each third of the quiz (questions 1-5, 6-10, and 11-15). The section in
which you have answered “True” the most times corresponds to the culture type your business most
closely matches. If you have the same number of “True” responses in more than one section, your
culture matches this combination of types. In the next section, you will find a list of primary advantages
and potential pitfalls of each one.
For questions 1-5:
If you had the most “True” responses in this set of questions, your business has a
W hat culture best described your organisation? Look at the figure 3-2 diagram to see how the planning
approach relates to your specific culture.
• Power
• Role
• Task
• People
T he power culture occurs when the authority to run a business is vested in one or several key employees. Many
times the power culture shows up in a family business that is dominated by one key indiv idual. T he power
culture can also show up when there is a founder or another key employee who is, in essence, a charismatic
leader for the organisation. An easy way to spot the power culture is when employees identify themselves w ith
the key person of the company, as opposed to the business name.
T he task culture is applicable to the professional or consulting firms that direct employees to work together for
specific projects or assignments. T he culture is centred on technical skills and capabilities, as opposed to either
the bureaucracy or the dominant employee structure. Employees in the task culture tend to identify themselves
as technical specialists, as opposed to being affiliated w ith a specific firm or company.
T he people culture, as its name implies, is more concerned w ith the personal worth of each employee, as well
as cooperation amongst team members. T he emphasis of the culture is on consensus and building agreement.
In today’s env ironment, many companies strive for a people culture company. Current management philosophy
idolises the ability for employees to work in successful team settings. People cultures also ty pically dislike
bureaucratic practices. In addition, this culture is more concerned w ith relationships and meeting the needs of
their customers.
No business is a thoroughbred culture. T he larger the organisation, the easier it is to find different subcultures
at work, depending on the leadership styles of person managers. However, it is important to note that the more
varied cultures that exist w ithin one organisation, the greater the dysfunction in achiev ing objectives.
T herefore, it is necessary that the management team recognises the culture at all levels w ithin the organisation.
As mentioned prev iously, the follow ing groups, people, or processes can create different cultures:
• Board of directors
• Policies and procedures
• CEO
• Senior management
• Div isions
• Departments
An astute management team w ill recognise the influence of each of the above groups or processes and assess the
impact on the strategic planning process.
If we were to consider these four cultures on a spectrum and relate them to the evolution of business, it might
follow this pattern: a brand new culture that is started by an entrepreneur can easily be v iewed as a power or
an entrepreneur- dominated business. T his perception is easy to understand because the success of a start-up
business is ty pically going to be squarely on the shoulders of the entrepreneur. If the business is a success and
it grows, it w ill likely take one of two paths. T he first path has other family members becoming part of the
business. In essence, this reinforces the dominant power culture model to other employees. A multi- generational
business that still has active family members in it would probably fall into this category. T he alternative route
can break off into two additional paths: the business grows so quickly that it outstrips the dominant personality
or at some point the dominant personality (possibly even the family’s subsequent generations) realise that they
are no longer capable of running the business and they bring in the hired professional executives.
If the business remains as a multi- generational business, then it w ill ty pically remain in the power corporate
culture. If the business grows so that professional management is needed, one of the first areas the professional
T he task culture can be seen in professional serv ice firms such as CPAs, attorneys, engineering, and
architectural firms. K eep in mind, however, that most task cultures begin their existence (out of necessity) w ith
a power culture first. T he power culture is based on a dominant entrepreneur, who was also a professional,
which wanted to have his or her ow n firm. As the firm evolves and more professionals join, the firm w ill utilise
the task culture for many of its processes; however, until an ow nership change takes place where the dominant
entrepreneur influence is reduced to that of any other key employee, a professional firm w ill have a dual culture.
T hey w ill use a task- like culture for many day- to- day processes and a power or dominant culture for strategic
decisions.
As all of the cultures evolve, the hope is that businesses move into the person culture or team env ironment.
T his transition is desired, as the emphasis is on meeting the needs of the customer. As a result of this desire,
problems associated w ith dominant employees or bureaucratic practices take a backseat to the needs of serv ing
the customer. Decisions are made on a consensus basis and, in theory, every employee participates.
It should be noted that there is a time when cultures are forced to move from their existing form to a different
cultural form out of necessity. In the last couple of years, we have seen this happen in many businesses as
a response to the Great Recession. Team cultures and consensus management had to take a backseat to a
dictatorial or power culture to make drastic changes. For many companies, this required a movement back to
the dominant or power culture. It was necessary because companies needed to dow nsize, causing significant
staff cuts to be made. It is not easy to make those changes in a consensus mode. It would be appropriate to use
the word dictatorial when the culture must surv ive through difficult times. However, once the crisis is over, a
business must depart from the dictatorial culture and sw iftly return to its prev ious culture. If it has not been
clear to the employees why the culture changed, as well as the need to change back, management must educate
the workforce. Management must resist the urge to stay in dictatorial mode and return to team or consensus
building.
Now let us take the cultural information and compare it to the strategic planning process. T he level of interest
and patience that management w ill afford to the strategic planning process is directly related to the corporate
culture a business has.
Power or dominant cultures believe one key person drives the company. As such, many of the operating
decisions w ill always be deferred to the dominant indiv idual. T his action can foster crisis management or
making decisions on the fly. T his culture may v iew strategic planning as an ev il necessity. T he culture may
dow nplay the significance of strategic planning because all significant changes or adaptations of the business
have always come about as a result of the key dominant person. T hat person w ill believe that the plan is not
ty pically necessary because he or she w ill always step in and do whatever is right. As a result, his or her patience
T he role culture, which is steeped in rules and regulations, w ill love a full- blow n planning process. In many
cases the planning process for the role culture may be exceedingly cumbersome, exceedingly detailed, and
steeped in monitoring and compliance. It is easy for the role culture to miss the forest through the trees because
they w ill invest more into the process than into the strategic meaning behind the process. T herefore, the role
culture w ill want to spend a significant amount of time planning the strategic planning process. T hey w ill
find themselves arguing about the minutest details because they w ill be looking at the plan from a legalistic
v iew point rather than an opportunistic one.
T he task culture, if moved beyond the dominant or key person of influence, w ill approach the planning process
in an efficient, business like and professional manner. T here w ill be an emphasis on strategic direction and
specific goals. In addition, there w ill probably be an interest in benchmarking so they can better measure their
performance as well as that of competitors.
T he person culture w ill be emphasising consensus and teamwork. T his culture w ill be interested in a fairly
complex planning process so long as it is efficient. T he process must honour the input of many team members so
that consensus can be achieved by all key constituents. It w ill be necessary to keep teams focused on meeting the
customer’s needs. T here may be a significant reduction of interest in planning processes that are not directed to
meet its customer focus. T his planning process should be professional and efficient.
Remember that the overall cultures are an outgrow th of the indiv idual profiles that are part of the team. Just
as any good team is made up of a diverse group of members, these four cultures w ill have a mixture of diverse
indiv iduals on the teams. It would be foolish to ignore the unique person profiles of members while doing the
planning for the organisation. For example, if an extremely creative person who hates bureaucracy is working
in a structure that by nature is a role or bureaucratic culture, the plan must be able to address the person needs
as well as the overall business needs. If there is no linkage between the two, the planning process, as well as the
overall plan, can fail miserably.
50
40
30
% of respondents
20
10
0
By small With formal By business By CEO or By sector By frontline Other
senior strategic unit leaders equivalent leaders employees
group, planning
including process
CEO or
equivalent
Note that strategy is driven by top management. T his is no surprise. However, only 23 percent of the
respondents are utilising a formal strategic planning process. T his exhibits a disconnection between using a
formal planning process and just making day- to- day decisions to run a business. T he study revealed those
businesses utilising the formal process were more satisfied w ith the overall strategic decision process.
60
52
50 48
40 37
30
25
Data: McKinsey Consulting
20
% of Respondents
10 6
2
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Figure 3-5: What Would You Change in Your Strategic Planning Process?
Data: McKinsey
Improve identification of and focus on Consulting
important strategic issues
0 5 10 15 20 25 30 35 40
W hen given the choice of how to develop the strategic planning process of an organisation, 37 percent of the
respondents would like to see stronger alignment w ith a strategic plan. Stern/Stewart conducted a study on
which companies were most successful. One of their key findings supports this first point. T he more aligned
the boards of directors and senior management were w ith the shareholders, the greater the financial success of
the company. T his lack of alignment is a second concern whereby companies want a better process to monitor
actual results against the plan. T hirty- one percent of the respondents would like businesses to do a better job
identify ing the real strategic issues that confront the organisation.
45
40
35
Data: McKinsey Consulting
30
25
% of respondents
20
15
10
0
Very significant Somewhat Slightly Extremely Not at all
significant significant significant significant
In figure 3- 6, at least 44 percent of respondents stated the strategic planning process is not considered “very or
extremely” significant. It was not stated in the McK insey study, but the author believes this finding most likely
relates to the differences in culture.
Figure 3-7: What Characteristics Define Your Company’s Formal Strategic Planning?
Extremely dissaCsfied
Focuses on most important strategic issues facing
company, not tacCcal issues Extremely saCsfied
Overall
Is fact based
0 20 40 60 80 100
T here are some key planning techniques that are utilised to uncover relevant issues. We w ill discuss strengths,
weaknesses, opportunities, and threats (SWOT ) later. However, note that in figure 3-7, only 63 percent of the
respondents were satisfied w ith the risk analysis. If a business is planning and fails to address all the risks, it is
leav ing the business exposed.
If creativ ity is not being fostered, then the opportunities portion of the SWOT analysis is not being addressed
adequately.
T he respondents felt that the employees responsible for executing the strategy were not involved w ith creating a
strategy. T he lack of input from the executing employee can result in an unachievable strategy.
Figure 3-8: Describe the Discussions That Take Place During the Strategic Planning Process
0 10 20 30 40 50 60 70
Figure 3- 8 highlights two responses that require explanation. T he first response was that only 49 percent of
respondents felt their business addressed the difficult issues in an open and honest manner. Many executive
teams struggle w ith being open and honest. Some use colloquialisms such as “the camel in the tent” or
“the elephant in the room” to describe some teams’ refusal to talk about very real issues. If you talk to the
management teams, they ty pically all know the issue is there, and they all realise that no one is w illing to talk
about it. It is imperative for businesses to be successful in the planning process to address all issues. If the issues
are not addressed, there is a good chance the business could be in jeopardy.
Twenty percent of respondents felt people were not able to put aside their personal agendas. Success of any team
depends on the concept of shared fate. If people understand the only way the business can be successful is for all
of them to be successful, teamwork w ill increase. However, when a person realises the greater reward is to excel
W hat is the difference between a business plan and strategic plan? A business plan helps to identify and refine
the v ision of the organisation. It sets out the broad parameters of how the v ision w ill be achieved over the
long term. T he strategic plan breaks out the steps over the short term to propel the business along the path to
achieve the v ision. Strategic plans w ill be covered in depth in the next chapter.
• Investors
• Financing resources
• Employees
• Customers
• Suppliers
• Other partners
Investors
Business plans are often prepared to raise funds from investors. Investors can be venture capitalists, angel
investors, or relatives. T hey are interested in understanding the product or serv ice that is to be offered. T hey
w ill want to know:
Has the business plan been prepared to raise funds? Is the audience the ty pical venture capitalist? Remember
that the VC w ill only spend a very short time looking at your plan. K eep the follow ing questions in mind:
Financing Resources
Banks and other ty pes of money managers w ill be interested in business plans as potential sources for loans.
Depending on the stage of the business plan, as well as the nature of the plan proposed, a financing resource
may be interested in lending funds that w ill return a higher interest y ield commensurate w ith the risk.
Financing resources w ill be first and foremost interested in the return of the loan. T hey w ill then be interested
in plans that have increased risk to justify a higher lending rate, but they w ill not ty pically be interested in
riskier projects that make them more of an investor than a lender.
Employees
Business plans can be used as an excellent tool for recruiting new employees. If a business is in start-up phase,
it may not have the resources to pay employees adequately. T he prospective employees must be sold on future
prospects of the organisation. T herefore, the business plan must lay out a course that justifies the reason a
candidate should abandon his or her current employ ment for the possibility of greater wages in a fast- grow ing
company. T hese potential employees may be interested in compensation plans that include items such as stock
options that w ill reward the employee for a riskier employ ment situation.
Customers
Customers are always interested in improv ing the relationship w ith their suppliers. A stronger relationship
may result in efficiencies and sy nergies that can increase profitability of the customer’s operation. It may be
advantageous to share the organisation’s business plan w ith specific customers to bring the two businesses closer
together.
Suppliers
Suppliers are always interested in improv ing relationships w ith their customers. If a supplier sees that support
of a customer may significantly increase the customer’s business, the supplier may be more interested in helping
a customer w ith different financial terms or arrangements. T he supplier hopes the customer can grow its
business significantly so the supplier w ill benefit by increased sales to the customer. A customer in financial
distress may need more terms or concessions from its supplier. T he sharing of the business plan may be a very
important step for the supplier to evaluate the creditworthiness of the customer.
Other Partners
A business plan can be used to generate interest amongst potential partners, subcontractors, and joint venture
relationships.
It is important for the business plan author to know the specific interest of the audience. In a perfect world, a
well w ritten business plan w ill address all of the interested parties’ concerns. In practical terms, however, if the
business plan is w ritten for just one party, there may be more emphasis on that participant’s specific interests.
Unfortunately, many people create a business plan only to obtain financing for the project. Once the project
has been completed, or the funding has been obtained, the business plan is relegated to the bookshelves. Since
the business plan is limited only to obtaining financing, it is often not used as a strategic tool to help drive the
business. T he business plan should have a life of its ow n, and should be rev iewed and updated every two years.
T he business plan is separate from the strategic plan, and should be helpful in sharing the business v ision w ith
key stakeholders and employees. T here are many outlines available for business plans, and most have similar
components. To see many different versions, v isit w w w.google.com and search for “business plan” plus outline.
An example of a business plan outline follows:
Cover Sheet
Authors/preparers do not spend enough time considering the proper use of a cover sheet. T he preparer must
remember that readers of business plans have limited time available to read and critique plans and may receive
many different business plans to rev iew. T herefore, if the reader has to spend any time locating a person’s name
or contact information, it w ill cause frustration on his or her part. T he preparer must make a business plan
reader friendlier; for example, the reader should be able to find key contact information on the front cover of
the plan. At a minimum the cover should identify the follow ing:
Table of Contents
It is easy to dismiss preparation of a table of contents. Recall your ow n experiences in reading a table of
contents. Sometimes there is so much information that it dissuades you from reading further. Sometimes
there is so little information you wonder if there is any quality in the follow ing pages. T here must be a proper
balance that outlines the document and creates interest for the reader. Do not overlook the selection of section
title headings to generate interest or foreshadow ing! For example, consider a section heading that is one of the
follow ing:
• Financial Section
• Outstanding Financial Return
Executive Summary
Insightful brev ity is the key to w riting an executive summary. T he executive summary is no longer than
two pages. T he executive summary has been described as the most influential part of the business plan. An
One of the reasons the executive summary is described as the most difficult component of the plan is that it
must be w ritten last and bring the various sections together in a cohesive manner.
Another key item in the executive summary is the explanation of the exit strategy for investors. Anybody who
gets involved w ith the business w ill be interested in know ing how his or her money w ill be returned. Any plan
that does not describe the exit strategy and payback process w ill be rejected.
• Business Concept—Describe the business model including specific products or serv ices the business w ill
prov ide. It is important to explain these products or serv ices at a level that w ill be understood by the
average reader. Many times entrepreneurs or management teams forget users of the business plan cannot
see the v ision or the potential for the business model.
• Company—Prov ide a brief description of the business and how it was started.
• Market Potential—Describe the market potential for the products or serv ices being offered. Make reference
to market studies that are prov ided in appendices or are available for the reader to look at as separate
resource documents. T he plan must convey the message that a valid market exists for the product or
serv ice.
• Management Team—Describe the key members of the management team. A brief reference to pertinent
backgrounds, experiences, and credentials is also helpful.
• Distinct Competencies—List the distinct competencies of the organisation. T hese competencies should
eventually lead to a competitive advantage in the marketplace.
• R equired F unding and its Use—T he reader of the business plan w ill be interested in the request for funding
and the capital requirements of the organisation. In addition, the reader w ill also expect a detailed
description of how the funding w ill be used. Any funding that is used for questionable purposes w ill
detract from the overall proposal.
• E xit Strategy—A related part of the funding requirements is how and when an investor w ill receive his or
her original investment and return. T herefore, the business plan must delineate the expected strategy of
how a business w ill transition in the future. Investors and business w ill be interested in participating for
timeframes of between five to seven years. Some companies want returns in a timeframe as short as three
years.
Company Description
• Mission Statement—Earlier, we discussed the importance of a mission statement. T he mission statement
should be included as part of the business plan. It is imperative that people presenting a business plan
memorise the mission statement. If questioned about the mission statement, they must be passionate about
it. One of the dangers of hav ing an outside consultant prepare the business plan is the likely inclusion
of a mission statement for the business that the management team does not either fully accept or have
• Benefits to the Customer—W hen selling products, many companies make the mistake of selling the attributes
of their product as opposed to the benefits to the customer. In the long run, the customer is only interested
in the benefits that he or she w ill receive from the product. Include a list of benefits that the reader can
expect from the product or serv ice.
• Differences from Current Offerings—T he author must demonstrate that the product or serv ices being offered
are different from current market offerings. T he offerings can have a variety of differences such as lower
cost, higher quality, and more useful features.
• Objectives—In this section, it is necessary to list the measurable objectives for the organisation. T his
information should not be taken lightly as any investor in a business plan w ill use the same objectives as
criteria to evaluate how well the business is doing. List the milestones that w ill identify when the business
achieves its objectives.
• Keys to Success—Include necessary steps for the project to be successful. Try to boil dow n the keys to success
to a manageable number. No investor is going to be interested in a project that has 100 different keys to
Industry Analysis
• E ntry Barriers—Describe the barriers to enter a particular industry. T his is necessary from several
perspectives: 1) to demonstrate that management understands what it w ill take to get into business, 2) are
the barriers sufficiently high so that a competitor cannot move in and steal the business, and 3) do the
barriers to entry create a competitive advantage for you to be in that business.
• Supply and Distribution—W here w ill your business obtain raw materials or labour to produce your products
and serv ices? Is there a ready supply of both raw materials and labour? Are there multiple suppliers of raw
material as well as multiple avenues to obtain qualified competent personnel? On the distribution side,
is the business located in an area that is advantageous for easy distribution of the product? For example,
if you are shipping very heav y products, are you near railroad tracks to make the transportation process
easier? Are there major trucking companies that routinely work your geographic area or w ill you have to
pay a premium to have transportation serv ices? Depending on your product, do you have the distribution
channels to get your product out to the market? Great products or serv ices can flounder because the
appropriate distribution channel has not been set up.
• Technological F actors—W hat are the technological factors that impact your products or serv ices? Is the
delivery of your products or serv ices dependent on technology that is not tested? Have you created a
competitive advantage by hav ing a unique innovation of some aspect of technology? W ill technology
change so rapidly that your product or serv ice becomes obsolete? In the last example, consider how travel
agencies have been drastically affected by the advent of the Internet and self- ticketing.
• Seasonality—Are your products or serv ices subject to seasonality concerns? For example, are you a
boat dealer in the northern half of the United States? Are you a CPA firm that is heav ily reliant on tax
preparation serv ices? Are you an apple orchard that has one harvest season per year? A business that
has seasonality issues w ill have numerous concerns and constraints that w ill need to be described in the
business plan. For example, seasonal companies w ill have to talk about reduced volume levels, cash flow
constraints, and possibly alternate products or serv ices to be produced during off- season times.
• E conomic Influences—W hat are the current economic influences that could impact the market for your
products or serv ices? Consider the economic recession of 2008 and 2009 and forward. It has significantly
impaired the ability to sell products. If your business produces products that are installed in new
residential construction, there must be a detailed analysis of the housing industry. On the other hand,
if your business is mainly remodelling, the same hard economic times may turn out to be good for your
company. Other examples of economic influences and change are the underly ing commodity costs that can
drastically impact the overall cost for your product or serv ice.
Market Analysis
• Market Size and Growth—Identify the size and grow th rate of the market. An investor is not going to be
interested if the market is not grow ing. For example, standalone scanners for PCs were necessary tools
in prior years. However, manufacturers are currently bundling scanners w ith printers, so the days of the
standalone scanner may be numbered. As a result, a new standalone scanner w ithout some significant
technological advantage may be doomed before it ever reaches the shelves.
• Market Trends—Summarise the current market trends. For example, the advent of cloud computing w ill
change many business markets and the way that personal households and businesses obtain and use
computer software. One potential outcome of the cloud computing approach is that almost all software
w ill reside on the Internet as opposed to personal PCs controlled by a corporation or consumer. T his
suggests that corporations may be able to be dow ngrade or purchase inexpensive computers. It also signals
dow nward pressure on PC producers.
• Market Segments—Determine which market segments your business w ill participate in. W ill they be high-
end or low end market segments? W ill they be price sensitive or price insensitive?
• Targeted Segments—W ill there be specific segments w ithin markets your business w ill pursue?
• Customer Characteristics—W hat are the characteristics of the customers in your market? Be sure to consider
impacts of recent economic events. For example, if you are targeting consumers, how has the recession
impacted their ability to purchase your product? Let us assume that you are a manufacturer of speedboats.
W ill the pressure on the consumer caused by loss of jobs, increased housing costs, or increased finance or
credit card costs result in increased or decreased sales?
• Customer Needs—Does the customer need your product? T here are certain consumable items that the
customer absolutely needs. T he more dependent the customer is on your particular product, the stronger
the relationship w ill be for achiev ing estimated sales. If the customer does not need your product, the
relationship w ill be not as strong. For example, during the recession, consumers looked at ways to reduce
their cell phone bills, telev ision v iew ing bills, and automobile expenses.
• P urchasing Decision P rocess—W hat is the purchasing decision process like for the customer? W ill that
decision process take a great deal of time or very little time? A complex serv ice or product offering w ill
require a longer decision-making timeframe for the customer. A higher cost of your product or serv ice can
also increase the time the customer requires to make a decision. T he advent of technology can impact the
purchasing decision. For example, many customers shop for vehicles in an entirely different fashion than
they did in years past due to the Internet.
• P roduct Positioning—How w ill you position your product in the market? W ill you compete on price? W ill
you compete on quality? W ill you portray your product as a high- end product or as a commodity? W here
w ill you sell your product? W ill you go straight to the consumer? W ill you use distributors? W ill you offer
the product over the Internet? Each of these items and the way the product is positioned w ill impact the
overall success of the organisation.
Competition
• P rofiles of P rimary Competitors—In the business plan, list the top five primary competitors to your company.
• Competitors’ P roducts, Services, and Market Share—Research and compile competitors’ products and serv ices
and relative market share.
• Competitive E valuation of P roduct—Obtain a competitive evaluation of competing products. It may be
important to have an objective person or consultant evaluate the competitor’s product. Y our employees
may be too biased to recognise the threat that a competitor’s product or serv ice creates.
• Distinct Competitive Advantage—Determine what advantages your competitor has over you. If a competitor is
selling a similar product for $1.00 less than your cost, then that competitor has a competitive edge for some
unknow n reason. T his advantage must be understood and carefully analysed, not ignored.
• Competitive Weaknesses—W hat is a competitive weakness? W here does your product excel over the
competitor’s? T he answer to this question determines how you leverage your strengths.
• F uture Competitors—W here could future competitors come from? Many people do not recognise the
potential for competitors to come out of prev iously non- competitive env ironments.
Understanding your competition is a key point in any business plan. Hav ing the ability to show you understand
how the competition is a threat to your success, as well as strengths and weaknesses of the competitor, is
essential. A business plan that does not include an assessment of the competition w ill raise serious concerns as
to its v iability. Consider including the follow ing areas in your business plan to demonstrate that you understand
the competition:
Google Alerts
Every business should establish Google alerts on its competitors. T he process to establish a Google alerts is as
follows:
T hese inquiries should also be made of your professional partners: bankers, attorneys, or CPAs. Too often
business teams forget to discuss the general business env ironment w ith their close business partners. T he
bankers, CPAs, and attorneys may know significant information and be w illing to share if only your team
would ask. All of your business team should be reminded that they are responsible for gathering competitive
information from a variety of sources. To make this practice part of the culture, there should be regular
discussions about this strategy during management meetings.
Do not forget to make similar inquiries of your employees. Employees know a lot of information about other
competitors. Many times the only reason that the information is not prov ided to the management team is
that they did not ask for it. T he information may be w ithheld because the management team has not been
appreciative when employees have prev iously shared information. T here is the chance that the management
team has dismissed the employees as being irrelevant. W hen this situation occurs, be assured that management
w ill not get any information from their employees on their competitors.
Additional information may be found on Internet message boards, Tw itter accounts, LinkedIn accounts, or
Facebook. Due to the evolv ing nature of the Internet and social media, there is an excellent chance that critical
competitor information may be shared v ia one of the new social media techniques.
Operations
• P roduct Development—Describe the process for product development. T his explanation w ill include how
new products w ill be initiated, developed, approved, and monitored for timely development. It should also
include a general description of how the product development w ill create future enhancements or versions
of the product or serv ice.
• Development Team—Describe the indiv iduals on the development team. V iew this section from the
perspective of an outside reader. He or she w ill be looking for team members who have had prior
experience, technical expertise, and adequate superv ision. T he superv ision must include both the
technological knowledge as well as the skills of project management.
• Development Costs—Include a description and estimate of the cost to develop a product or serv ice. Again,
it is critical to perform this analysis from the perspective of an outside reader. If the development costs
are not w ithin an anticipated or expected range (which is ty pically associated w ith prior development cost
benchmarks), the reader may not believe the author’s estimates.
• Development Risks—It is necessary to list the risks in the development phase. Any Pollyannaish approach
to this subject can immediately cause a reader to believe that the product or serv ice w ill be impossible
to deliver. Consider all the risks that could impact technological development, raw material supply,
availability of human expertise, length of time to develop, and normal speed of development in that
industry.
• Manufacturing (if applicable)—Describe the manufacturing operations that are necessary to bring the
product or serv ice to market. Describe how the planned manufacturing compares to current industry
standards. If a technologically old style of manufacturing is chosen, be sure to emphasise the logic, as
opposed to using more advanced and more expensive manufacturing processes.
• P roduction P rocesses—W hat production processes are going to be involved? Is there heat treatment? Is
there annealing? Is there cutting? Is there welding? Is there polishing? Is the product dependent on a new
process that has not been tried in your industry? T he author was involved w ith a food processing plant
that manufactured hamburgers and other meat products. T he business planned on producing cubed beef.
T he machine that they had selected had never been used in the industry and had only been used in the
cheese industry. Assumptions regarding the output of the cheese- cutting machine had to be questioned to
see if it could prov ide the same output w ith a different product and a different consistency.
• P roduction E quipment—As in the prior paragraph, what production equipment is going to be used to make
the product? Is it capital- intensive? Are there used machines on the market that could reduce cost? Are
machines being assembled or part of a manufacturing line where the same technology has been used
before?
• Quality Assurance—W ill quality assurance programmes be implemented? W ill the business be ISO
certified? W ill it implement Six Sigma? W ill the business implement lean manufacturing processes?
Financial Projections
• Assumptions behind projections
• Financial statements (balance sheet, income statement, cash flow statement)
• Breakeven analysis
Appendices (Optional)
• Management resumes
• Competitive analysis, market studies
• Sales projections
• Any other supporting documents
W hen creating a business plan, there are many questions to consider. T he goal is to answer all of the reader’s
potential questions w ithin the document. If this is done, the product w ill be more credible. See Appendix A at
the end of this book for a list of questions to help the preparer of a business plan.
Underestimating Competition
Another clue that a business plan is lacking in critical thought is the presence of a claim that the business’s
product or serv ice is so unique that there is no competition. It is rare in our current economy that no alternative
or competitive product is available. Ensure the management team or the author of the business plan does his or
her due diligence to identify competitive or alternative products and serv ices to the business plan offering.
• Current ratio
• Days sales outstanding
• Inventory turnover
• Days in accounts payable
• Ratios that are ty pically requested for covenant analysis
• Z- scores
• Step 1—Create a v ision for the organisation. Outline a compelling picture of where the business is going to
be.
• Step 2—Construct a simple mission statement that has passion and can be remembered by everyone.
Simple is better. Too many businesses include too much information in their mission statement. Allow
employees some leeway to interpret what the mission means to them.
• Step 3—Conv ince the management team to spend at least a half day developing a SWOT analysis. T he
SWOT analysis w ill be the groundwork for creating the foundation of the plan. Another simple process
that could be used here is the Start/Stop technique, which is going to be covered in a later chapter.
• Step 4—Establish simple sales and marketing goals based on the SWOT analysis. List the major operational
goals that are necessary. T hese goals w ill support the steps above.
• Step 5—Create a simple financial statement w ith easy- to-monitor financial goals: revenue, volumes,
profitability, and one or two key ratios.
• Step 6—Ask your management team, “W here could you fail?” and then add specific controls or processes to
mitigate the major weaknesses.
• Step 7—Every quarter, rev iew your progress on the plan and make course corrections where necessary. If
the management is becoming more comfortable w ith the process, consider expanding the planning steps
w ith other items from the entire chapter.
T here is no one perfect strategic planning model for each organisation. Each business develops its ow n style
and model of strategic planning, often by selecting a model and modify ing it as it goes along in developing its
ow n planning process. T he follow ing models prov ide a range of alternatives from which businesses might select
an approach and begin to develop their ow n strategic planning processes. Note that a business might choose to
integrate the models, for example by using a scenario model to identify strategic issues and goals creatively, and
then an issues- based model to strategise carefully to address the issues and reach the goals.
T he follow ing models include “basic” strategic planning, issue- based (or goal- based), alignment, scenario, and
organic planning.
1. Identify your purpose (mission statement)—T his statement describes why your business exists; in other words,
its basic purpose. T he statement should describe what client needs are intended to be met and w ith what
serv ices; the communities are sometimes mentioned. T he top- level management should develop and
agree on the mission statement. T he statements w ill change somewhat over the years.
2. Select the goal your business must reach if it is to accomplish your mission—Goals are general statements about
what you need to accomplish to meet your purpose, or mission, and address major issues facing the
organisation.
3. Identify specific approaches or strategies that must be implemented to reach each goal—T he strategies are often
what change the most as the business eventually conducts more robust strategic planning, particularly by
more closely examining the external and internal env ironments of the organisation.
(Note that a business may not do all of the follow ing activ ities every year.)
1. External/internal assessment to identify “SWOT” (Strengths and Weaknesses and Opportunities and
T hreats)
2. Strategic analysis to identify and prioritise major issues or goals
3. Design major strategies (or programmes) to address issues or goals
4. Design or update v ision, mission, and values (some businesses may do this first in planning)
5. Establish action plans (objectives, resource needs, roles, and duties for implementation)
6. Record issues, goals, strategies or programmes, updated mission, and v ision, and action plans in a
strategic plan document, and attach SWOT
7. Develop the yearly operating plan document (from year one of the multi-year strategic plan)
8. Develop and authorise budget for year one (allocation of funds needed to fund year one)
9. Conduct the organisation’s year- one operations
10. Monitor, rev iew, evaluate, and update strategic plan document
1. T he planning group outlines the organisation’s mission, programmes, resources, and needed support.
2. Identify what is working well and what needs adjustment.
3. Identify how these adjustments should be made.
4. Include the adjustments as strategies in the strategic plan.
Strategic Plans 89
Model Four—Scenario Planning
T his approach might be used in conjunction w ith other models to ensure planners undertake strategic thinking.
T he model may be useful, particularly in identify ing strategic issues and goals.
1. Select several external forces and imagine related changes which might influence the organisation, such
as change in regulations or demographic changes. Scanning the newspaper for key headlines often
suggests potential changes that might affect the organisation.
2. For each change in a force, discuss three different future organisational scenarios (including best case,
worst case, and reasonable case) which might arise w ith the business as a result of each change. Rev iew ing
the worst- case scenario often provokes strong motivation to change the organisation.
3. Suggest what the business might do, or potential strategies, in each of the three scenarios to respond to
each change.
4. Planners soon detect common considerations or strategies that must be addressed to respond to possible
external changes.
5. Select the most likely external changes to affect the organisation, for example over the next three to five
years, and identify the most reasonable strategies the business can undertake to respond to the change.
Another v iew of planning is similar to the development of an organism, or an “organic”, self- organising process.
Certain cultures, such as Native American Indians, might prefer unfolding and naturalistic “organic” planning
processes more than the traditional mechanistic, linear processes. Self- organising requires continual reference
to common values, dialoguing around these values, and continued shared reflection around the system’s current
processes. General steps include the follow ing:
1. Clarify and articulate the organisation’s cultural values. Use dialogue and storyboarding techniques.
2. Articulate the group’s v ision for the organisation. Use dialogue and storyboarding techniques.
3. On an ongoing basis, such as once every quarter, dialogue about what processes are needed to arrive at
the v ision and what the group is going to do now about those processes.
4. Continually remind yourself and others that this naturalistic planning is never really “over w ith”, and
that, rather, the group needs to learn to conduct its ow n values clarification, dialogue or reflection, and
process updates.
5. Be very, very patient.
6. Focus more on learning and less on method.
7. Ask the group to reflect on how the business w ill portray its strategic plans to stakeholders and others,
who often expect the “mechanistic, linear” plan formats.
The future is an extension of the past. Things won’t The future is full of uncertainty and surprise. Some
change very much. things will stay the same, but many will change
dramatically.
Strategic planning is a periodic activity. Once every Planning is a continuous activity. We constantly
five years we invest time and money to develop a collect information about challenges and resources
plan. and adjust our plans to succeed.
A small number of strategic variables (like the The future is shaped by many different factors.
budget) give us a picture of the past, present, and Responsible planning takes many possibilities, issues,
future. and concerns into account.
The activities of planning and implementation are Adapting to the future requires both strategy and
separate. Strategic and tactical planning are distinct tactics. Planning and implementation are closely
and require two different approaches. coupled, or neither will be successful.
Strategic planning requires a set of specific tools. If Many effective tools are available, from focus groups
you aren’t an expert in the tools, then you can’t plan to brainstorming to operational audits. Tools should
effectively. be selected to match your challenges, resources, and
capabilities.
Either strategic planning must begin at the top and Incorporate multiple perspectives by involving key
flow down through the business or strategic planning constituents throughout the process. Everyone should
must begin with broad-based involvement and move be informed, but different groups have different
up through the organisation. roles depending on the stability of the environment,
the organisation’s readiness, and the maturity of the
planning process.
• Software programs
• Web sites
• Government resources
Strategic Plans 91
• External consultants
• Coaches or facilitators
Software Programs
T here are many templates available to aid in the preparation of business and strategic plans. Programs such as
Business Plan P ro and Biz Plan Builder P rofessional offer sample business plans, guidance, and templates to help
build your business plan. Free business planning templates are also available on the Internet.
Web Sites
T here are Web sites dedicated to business planning and strategic planning as well as blogs that cover the
subject. Googling “business planning websites” returns over 84.6 million results. Determine your specific
interest and establish a “Google alert” for the latest information.
Government Resources
T he United States government prov ides valuable resources through the Small Business Administration web
site. T his site prov ides business planning guidance as well as information on how to start up a new business. It
also outlines information on doing business w ith the government. (w w w.sba.gov/category/nav igation- structure/
starting-managing- business/starting- business/how-w rite- business-plan)
T he Serv ice Corps of Retired Executives (SCORE) is a national association dedicated to helping small business
ow ners form and grow their businesses. Headquartered in Herndon, V irginia and Washington D.C., SCORE
has 364 chapters in the United States as well as in U.S territories. SCORE is a partner of the U.S. Small Business
Administration (SBA).
External Consultants
T here are numerous consultants available for helping w ith the business or strategic plan:
Coaches or Facilitators
Coaches or facilitators can be hired to help the planning process from a couple of different perspectives. If
your business has a strong management team, it may only need a coach or mentor to shepherd the leader of the
• Open minded,
• V isionary,
• Ability to challenge paradigms,
• Facilitation skills, and
• K nowledge of strategic planning tools.
If the business has all these skills but has difficulty working through team meetings or coming to consensus, the
facilitator may be an ideal person to help move discussions along to a fruitful conclusion. T he facilitator may not
need an in- depth knowledge of the business—just an in- depth knowledge of helping people manage discussions.
T he business wants to ensure that departments work together in harmony as opposed to competing against
one another. If one department is unw illing to help another department and uses its departmental goals as an
excuse, there is a significant dysfunction that must be addressed and corrected.
Strategic Plans 93
• Gap analysis
• Start and Stop
• Plus Delta
• Balanced Scorecard
• Force Field Analysis
• Mind Mapping
• T he 5 W hys
SWOT Analysis
T he SWOT analysis is one of the most common tools used for strategic planning. T he letter S stands for
strengths the letter W stands weaknesses, the letter O represents opportunities, and the letter T stands for
threats. A management team w ill create its SWOT analysis ty pically in one of two ways. T he first method is
that key team members receive a pre- strategy meeting homework assignment where they are asked to list all of
the strengths, weaknesses, opportunities, and threats and then submit that information to the team leader or
a facilitator. W hen the full team gets together for the retreat, all of the prev iously gathered SWOT analysis is
summarised on flipcharts or presentation software. Next, the team processes the lists to determine which items
in the SWOT analysis are the most important ones upon which to focus. T he second method is developed at the
strategic planning retreat. Teams w ill spend time brainstorming each of the four categories and then processing
the information together. T he best approach w ill depend on the group, as well as the time dedicated to the
exercise. If the retreat is going to be short, it is w ise to have people prepare the SWOT exercise prior to getting
together. Figure 4-1 illustrates examples that could come from a SWOT planning session.
PEST Analysis
PEST analysis is a strategic approach to analysing the macro- env ironment.
• PEST analysis is used in the env ironmental scanning component of strategic management. It is a part of
the external analysis when conducting a strategic analysis or doing market research, and gives an overv iew
of the different macro env ironmental factors that the business has to take into consideration. It is a useful
strategic tool for understanding market grow th or decline, business position, potential, and direction for
operations. 2
• PEST can also, like SWOT analysis and Porter’s Five Forces model, 3 be used to rev iew a strategy or
position, direction of the company, a marketing proposition, or idea. Completing a PEST analysis is
easy, and is a good exercise for workshop sessions. PEST analysis also works well in brainstorming
meetings. Use PEST analysis for business and strategic planning, marketing planning, business and
product development, and research reports. Y ou can also use PEST analysis exercises for team building
games. PEST analysis is similar to SWOT analysis; it’s simple, quick, and uses four key perspectives. As
PEST factors are essentially external, completing a PEST analysis is helpful prior to completing a SWOT
analysis.4
T he letter P stands for political. T he letter E stands for economic. T he letter S stands for social and the letter
T stands for technology. T he management team, ty pically led by a facilitator, would explore these four areas
in regards to the business env ironment and impact on the company, and the products or the serv ices that they
deliver.
• Political—Under the political section, the team could consider the impact of env ironmental regulations.
Most recently, we had the potential cap and trade legislation as an example. T hey could also concern
themselves w ith things like tax policies, employ ment laws, employ ment taxes, or other governmental
regulations.
• Economic—Under the economic category, they could consider the effect on the business of areas such as
interest rates or financial lending policies (especially as we look at the current recession). T hey could also
consider areas such as taxation, foreign exchange rates, and stages of the business cycle (again, this would
be very appropriate for the current economy).
• Social—Using the social category, the business might address issues such as demographics, social mobility,
lifestyle changes, education, and health issues.
• Technology —W ith regard to the technology area, the business could be concerned w ith new inventions,
technological obsolescence, use of energy, changes in the Internet, changes in mobile technology, or the
very recent change in social media.
• In European countries, they have even expanded PEST to include two additional letters L and E (as show n
in figure 4-2) which stand for:
◦ L—Legal env ironment
◦ E—Env ironmental issues.
Strategic Plans 95
Figure 4-2: PESTLE Analysis
1-3 5-10 1-3 5-10 1-3 5-10
POLITICAL YEARS YEARS
SOCIAL YEARS YEARS
LEGAL YEARS YEARS
International Advertising
Governments
Fashion and
role models
Ethical issues
Replacement
National economy Advocacy groups
technologies
Manufacturing
Capacity
Scenario Planning
Scenario planning is a process whereby the management team identifies three to four different scenarios that
could occur during the next business cycle. For each scenario that is identified, the management team w ill list
all of the key assumptions or implications that apply to that scenario. Since nobody has a crystal ball, a w ise
approach is to take common threads in each scenario and use them as key planning points. For example, let
us assume that a company’s business model is heav ily dependent on research and development. One major
way that the research and development function is kept current is by constant recruitment of PhDs. For each
of the scenarios it may be more important to hire the best talent as opposed to any other factor (including
the recession). T herefore, the business w ill continue to hire the PhDs because the research and development
Competitive Analysis
T he competitive analysis process describes your competitors and their positions. T he main emphasis for
competitor analysis would be to focus on their weaknesses. Once the weaknesses have been identified, the
planning process helps to find ways to exploit those weaknesses w ith your business strengths. Consider the
on- going battle between AT&T and Verizon regarding cell phone coverage. Verizon believed that its coverage
across the nation was much better than AT&T’s. Verizon’s ad campaign tried to exploit its position by
illustrating coverage differences w ith maps of the United States. T he commercial shows indiv iduals try ing to
recognise coloured charts. T he first charts were difficult to recognise. T he latter charts were easily recognisable
as maps of the United States.
In other “coverage battles”, AT&T has responded w ith its perspective on the coverage areas and why it believes
that it offers better coverage than Verizon. T his battle has even been carried out through the legal system.
Goals Grid
A goals grid is a relatively simple technique to identify desired and achieved goals. It also helps the business
decide on how to preserve, achieve, or eliminate goals. T he Goals Grid as show n in figure 4- 3 is a box w ith a
four- quadrant matrix.
Quadrant 1 Quadrant 2
Goal has been achieved already
NO
Achieve Avoid
Quadrant 3 Quadrant 4
YES
Preserve Eliminate
Strategic Plans 97
Classify goals according to two dimensions using a yes or no system. Each goal falls w ithin one of the boxes,
depending on the answers to the follow ing questions:
T hus, identify ing where goals exist allows the business to take action. If a goal falls into Q1, then the business
determines the action plan to achieve the goal. If the goal falls into Q2, it is neither a reality nor would the
business like to have it as a reality. It is important to ensure the business wastes no time or resources on this
area. T he author has seen this many times when companies continue to pursue joint ventures or acquisitions
that they have already decided are not in their best interest. If the goal falls into Q3, the business already
has it achieved but needs to take action to preserve it. T his could mean an upgrade of facilities, machines, or
employees just to maintain the existing position. W hen the goal falls into Q4, the business has it achieved but
does not want to maintain it. In this case, the business should determine the most expeditious and efficient
manner in which to remove this capability.
Fred Nickols summarised the Goals Grid by stating that its purpose is intended to help you answer the follow ing
questions:
Focus Groups
Focus groups can be assembled to get insight on specific areas of your business as well as insight on competitors’
businesses. In many ways, the focus group can prov ide similar answers in a SWOT analysis. T he results of the
focus group can drive the planning for your company.
STP Method
T he STP (situation target path) method is very similar to the simple strategic plan approach w ith which this
chapter began. It involves the business defining its current state, which is considered the situation. T he target is
the result, goal, or v ision the business would like to achieve. And the path is the map of how to get to the target.
T he situation is the current position of the company.
Plus Delta
Plus Delta is an interesting way to get valuable
Figure 4-4: Plus Delta
information from indiv iduals. It allows people to focus
on areas that are going well and focus on aspects that
need to be changed. T his method allows people to make
suggestions w ithout forcing people to go into critical
examination of the organisation. T his procedure is not
to eliminate the need for the business to examine itself 1. XXXXXXXXXX 1. XXXXXXXXXX
critically; it is more of a technique to avoid the blame and 2. XXXXXXXXXX 2. XXXXXXXXXX
negative discussions that are not healthy for the company.
T his process has people identify what is really going 3. XXXXXXXXXX 3. XXXXXXXXXX
well: what they like about the organisation, its products, 4. XXXXXXXXXX 4. XXXXXXXXXX
or its people. T his approach is not to be confused w ith a
5. XXXXXXXXXX 5. XXXXXXXXXX
feel- good exercise; it is a way of identify ing the strengths
of the organisation. T he Delta concept comes from the
Greek letter meaning change. During the facilitation
process, the leader simply asks, “W hat would they like
to change?” In some aspects, it is similar to the “stop”
process in the preceding example. T his author has
w itnessed the Delta exercise many times and people
ty pically rally around constructive thoughts as opposed to negative criticism.
Strategic Plans 99
Balanced Scorecard
T he Balanced Scorecard was made famous by Dav id Norton and Robert K aplan. T hey had the concern that
companies were being driven too much by financial results. As a result, management’s focus was exclusively on
short- term earnings, which resulted in ignoring other important pieces of the business. Norton and K aplan
said companies would do better in the long run if they had a more balanced approach to their objectives. T hey
advocated creating a scorecard w ith four different categories that a business would monitor.
In this section, we introduce the concept of key result areas. K ey result areas are specific sections of the
business that an organisation wants to focus on such as improved quality, foreign expansion, and new product
development. In many ways, the balanced scorecard subsections could be considered the same as key result
areas (K R As). T he balanced scorecard approach is that a business would take these four major K R As and
establish specific goals w ithin each category. T hen, actual performance would be compared w ith the established
goals. Finally, the management team grades themselves on how well they achieved the specific goals in each
of the categories. Norton and K aplan believed that a business that achieved well in all four categories of the
balanced scorecard would most likely increase the overall value of the company.
1. Establish dream.
2. Establish v ision and mission.
3. Create at least four major areas (K ey Result Areas).
4. Create personal goals (3–5) w ithin each K R A.
5. Track performance against each goal.
6. Assess success of accomplishing K R A by developing a “grade” for the K R A.
7. Repeat process.
Increase Average
Increase % increase
Order Size Sale
Customers
Increase Frequency
Increase % increase
Customers of Sale
Customers
New New
Increase
1 Balanced
Scorecard Revenue Product
Customers
% increase
Revenue
Increase Customer
Increase % increase
Customer Customer Satisfaction
Customers
Satisfaction
Increase Referal
Increase % increase
Referrals Rate
Customers
Increase Increase
Frequency % increase
2 Measures Frequency Customers
Reduce Increase
Quality Cycle Time % reduction
Cycle Time Customers
Reduce Cost of
Increase % reduction
Waste &
3 Costs Customers
Rework
Increase
System
Increase
System % reduction
4 Availability
Unavailability
Customers
Source: www.qimacros.com/qiwizard/balanced-scorecard.html
T he exercise should generate rich discussion, debate, and dialogue. Findings and insights w ill develop
regarding concerns, problems, and solutions. T he objective is to find ways to reduce the restraining forces and
to capitalise on the driv ing forces.
SCORE 5 SCORE 4
SCORE 3 SCORE 3
PRODUCTS
Present New
MARKET PRODUCT
Present
PENETRATION DEVELOPMENT
MARKETS
MARKET
New DIVERSIFICATION
DEVELOPMENT
Source: http://en.wikipedia.org/wiki/Product-Market_Growth_Matrix
T he Ansoff Product-Market Grow th Matrix is a marketing tool created by Igor Ansoff and first published in
his article “Strategies for Diversification” in the Harvard Business R eview (1957). T he matrix allows marketers
to consider ways to grow the business v ia existing or new products in existing or new markets; there are four
possible product-market combinations. T his matrix helps companies decide what course of action should be
taken given current performance. T he matrix consists of four strategies:
• Market penetration (existing markets, existing products)—Market penetration occurs when a business enters
or penetrates a market w ith current products. T he best way to achieve this is by gaining competitors’
customers (part of their market share). Attract non-users to your product by the use of advertising or
promotions. Market penetration is the least risky way for a business to grow.
• P roduct development (existing markets, new products)—A firm w ith a market for its current products might
embark on a strategy of developing other products catering to the same market (although these new
products need not be new to the market; the point is that the product is new to the company). For
example, McDonalds is always w ithin the fast-food industry, but frequently markets new burgers. W hen a
firm creates new products, it can gain new customers for these products. Hence, new product development
can be a crucial business development strategy for firms to stay competitive.
• Market development (new markets, existing products)—An established product can be targeted toward a
different customer segment to increase revenue. For example, Lucozade was first marketed for sick
children and then rebranded to target athletes. T his is a good example of developing a new market for an
T he matrix illustrates, in particular, that the more the element of risk increases, the further the strategy moves
away from know n quantities (existing product and market.) T hus, product development (requiring, in effect,
a new product) and market extension (a new market) ty pically involve greater risk than “penetration” (existing
product and existing market), and diversification (new product and new market) carries the greatest risk of all.
In his original work,6 which did not use the matrix form, Igor Ansoff stressed that the diversification strategy
stood apart from the other three.
W hile the latter is usually followed w ith the same technical, financial, and merchandising resources that are
used for the original product line, diversification usually requires new skills, new techniques, and new facilities.
As a result, it almost invariably leads to physical and organisational changes in the structure of the business,
which represent a distinct break w ith past business experience.
For this reason, most marketing activ ity revolves around penetration.
Mind Mapping
Figure 4-8: Mind Map Mind mapping is unstructured
brainstorming. It can be done
Buy cars any auction in country
New channel not
by a person or group. It is an
available to excellent tool to process issues
everyone
during strategic planning sessions.
Lower overhead To begin, w rite the central theme
Knowledge of autos in the middle of a blank piece of
Always be a market for cars paper. W ith no limitations, enter
any and all thoughts that come to
Can sell customer cars at auction mind regarding the theme. Like
brainstorming, this is no criticism
Website Obtain dealer license
of any idea at this stage. T he
Shop to work on vehicles map in figure 4- 8 illustrates this
Lot to display vehicles
concept for a small business that
wants to establish an auto dealer’s
Detail cars
once purchased Distraction of license to purchase cars at auctions
SWOT — Niche main business throughout the country. T he cars
Auction Car Dealer
w ill be marketed to select customers
E-commerce (ty pically, those interested in foreign
Subcontract relationship
vehicles).
Knowledge of autos
SWOT — Niche
Auction Car Dealer
T he detailed plan can now be put together based on these outlines. T he four titles for the SWOT were added
to the image, and then each of the items was dragged to the appropriate category. Once the mind map is
complete, it is easy to create a plan. T he raw information has been turned into knowledge. T hese two diagrams
were created using Mindjet Mind Manager software, which the author recommends. T here is also another free
software package called F reeMind, which is unrelated to Mindjet and runs on Java. Go to Google and search for
“mind mapping software” to see a w ide variety of commercial and free packages.
The 5 Whys
T he 5 W hys is a question- asking technique to determine cause- effect relationships of a particular problem.
Many times the apparent cause of the issue is only a surface problem. T he questioner drills deeper into the
cause by constantly asking, “W hy?” In this way, more information is revealed about the true underly ing issue.
Many times the “W hy” questions go beyond the 5th level. Remember to continue asking why until there are
no more answers. At that point, you w ill be at the root cause. T he secret is to encourage the “questioner” to
avoid assumptions and premature conclusions. If the “why” question is not asked enough, the solution may not
address the root problem.
T he technique was originally developed by Sakichi Toyoda and was later used by Toyota Motor Corporation
during the evolution of its manufacturing methodologies.
Assuming that the team is committed to the strategic planning process, the next step would be to assess the
culture of the business to determine which planning process and model would. T here is a cultural assessment
questionnaire w ithin the text, as well as a description of different planning models. Align the corporate culture
w ith the model selected. For example, if the corporate culture is opportunistic, it w ill be difficult to follow
a detailed plan. An opportunistic culture w ill eject a plan if a more v iable option appears. If you selected a
simplified planning process instead of a detailed process, the odds are that the strategic planning process would
fail.
Determine where the board of directors w ill participate in the planning process. If the board’s only function is
to receive the planning report from the CEO, then its involvement is limited. However, the author has found it
best to be proactive w ith the board. To avoid surprises at the board level, the CEO should ask board members
if they have specific questions prior to the start of the planning process. It does not matter if their concerns are
insignificant. If you and your team address these items in the planning process and then share them w ith the
board, you w ill help increase the perceived quality of the strategic plan.
If the board would like to be involved more, then the author suggests one of two approaches:
1. Conduct a short planning session w ith the board: Use abbrev iated SWOT analysis w ith the board
members. Since the board is valued at the strategic level, their input should be restricted to the strategic
level.
2. Send the board members a letter or e-mail inv iting them to prov ide their input into the process and
share their concerns. Include a SWOT tool they can complete. Assimilate the board’s input into the work
performed by the management team. Give specific feedback to the board members on how their input
was processed and the implications of their input.
For the preliminary work, send a questionnaire to all management team members asking them to list the
company’s perceived strengths, weaknesses, opportunities, and threats. Y ou may want to ask a couple of far-
reaching questions to prompt the management team’s thought process. For example, the author has used the
follow ing questions in his ow n engagements:
• If you were reading the paper ten years from now and this company has gone out of business, why did it
fail?
• W hat are we currently doing well that we should leverage or expand?
• W hat should we stop doing?
W hen the team gathers for a planning retreat, the first item on the agenda is for everyone to become
comfortable w ith the process. T he author has used simple activ ities like icebreakers and commentaries. In
addition, explain the processes you plan to use to put everybody at the same level. T he author w ill also have
prepared summaries of the homework the management team has completed. T he summaries should speed
up the processing time. For example, if all the team members have completed a SWOT analysis, the facilitator
should transfer the information to flipchart pages. Y ou can process this information by allow ing the team
members to vote on the most important items on the list, thus shortening the amount of processing time
necessary at the meeting. T he team can focus on the issues voted upon and complete the process at a quicker
pace.
After the SWOT analysis is complete, the facilitator w ill ask the management team to select the major areas
upon which they want to focus for the next one, three, and five years. Based on the key areas outlined (refer to
the balanced scorecard discussion), the facilitator w ill ask the team members to create specific goals. Each of the
goals must fulfil the “SM ART” requirements. SM ART is an acrony m, which represents the follow ing:
If the goals created for the plan do not meet the SM ART criteria, those goals w ill not be beneficial for the
organisation. Once everybody has agreed upon the plan, transfer it to a w ritten document. T his is the point
where many businesses fail. T hey file the document away and then only refer to it at the end of the year. In
some cases, they might ignore it entirely. To ensure the strategic plan is successful, the team must rev iew it no
less frequently than on a quarterly basis. Every quarter, the management team must rev iew and grade their
progress on the plan. If they are not on target, they need to determine the steps needed to get back on course,
such as obtaining additional resources.
It is interesting to note there is even a level of discussion of strategic planning that is more simplified. Some
companies want a level of planning that is even less than a simple planning stage. T hey have specific interests
that they want addressed and nothing more. T he author likes to refer to this as “strategic discussions”. Again,
if we are meeting the needs of the management and they do not w ish to invest in the planning process, then a
“strategic discussion” might be in their best interest.
Vision
Simple One—Page
Strategic Plan
Mission
Workforce must be
Obj — Fiscally viable
continually improving Goal — Hire 2 new
research scientists
Goal — Scrap must be
KRA 3: Human
less than .025% KRA 4: Financial
Effectiveness Obj — 20% of revenue
from new products
Obj — Quality must
improve every year
KRA 5: Innovation
KRA 6: Growth
Goal — Lean
Implementation
Chapter 3 and 4 completes the overall planning process. Chapter 5 begins identify ing management topics/skills
which a controller should be familiar w ith to prov ide serv ices beyond the traditional commodity controller
serv ices. T hree significant areas that w ill be introduced in chapter 5 are: lean management techniques, best
practices and turning data into knowledge.
2 “PEST Analysis”. Wikipedia. Accessed February 3, 5 Nickols, Fred. “T he Goals Grid: A Tool for
2014. http://en.w ikipedia.org/w iki/PEST_analysis. Clarify ing Goals & Objectives”. 2003. w w w.
w irtschaft.fh- dortmund.de/eurompm/bilbao/goals_
3 A model introduced in 1979 by Michael Porter grid.pdf.
and used by companies for industry analysis and
corporate strategy development. T he five forces 6 Ansoff, I., “Strategies for Diversification”. Harvard
include competition, supplier strength, customer Business Review, Vol. 35 Issue 5, Sep- Oct 1957,
power, the potential for new companies joining the pp.113-124.
INTRODUCTION
Although the emphasis of this book is not on specific accounting processes, there are significant tools that
controllers must understand to discharge their duties properly beyond the basic financial statements and
accounting reports. To add value to a business, a controller who operates as a business manager should bring
the follow ing into the business:
• Lean management techniques for the business and the accounting department
• Best practices that complement the preceding lean concepts
• Transforming data into knowledge—utilising other public data to gain insights into business cycles and
business trends
LEAN MANAGEMENT
One of the more interesting trends to influence profitability is lean management techniques. Lean concepts
evolved from the Toyota Production System and are still part of the manufacturing env ironments to this day.
Accounting has only become interested in lean techniques over the last decade. A controller who desires an
efficient accounting department w ill master lean and adopt its philosophies to daily operations. Lean is based
on two main principles:
Lean first entered businesses on the manufacturing floor. Second, it migrated to serv ice organisations. T hird, it
was introduced to the back- office functions, including accounting transactions and processes.
W hen lean is successfully implemented through effective planning and implementation, the follow ing w ill
occur:
Some of the major lean concepts that a business w ill learn are:
5S
T he 5S system is a common- sense approach to improvement w ithin a facility or manufacturing plant that
focuses on organisation, cleanliness and standardisation to develop profitability, efficiency, serv ice and safety.
T he basis of a 5S system is not very complicated.
5S represents:
• Sort: Clear the work area—A work area should only have the items needed to perform the tasks in the
area. All other items should be cleared (sorted out) from the work area.
• Set in Order: Designate locations—Every thing in the work area should have a place and every thing should
be in its place.
• Shine: Cleanliness and workplace appearance—Not only should the work area be clear; it should also be
clean. Cleanliness involves housekeeping efforts, improv ing the appearance of the work area, and even
more importantly, preventive housekeeping—keeping the work area from getting dirty, rather than just
cleaning it up after it becomes dirty.
Considering these terms, it is easy to see how the system can be v iewed as common sense. Everyone would agree
on the need for 5S items; yet, a rev iew of many businesses would likely show poor compliance. 5S does not cost
very much; however, implementing 5S w ill develop profits, quality, and safety. T he 5S system w ill affect the
business in the follow ing areas:
All businesses (manufacturing, serv ice, for profit, not for profit, educational, health) can benefit from using the
5S system in the development of the product or serv ice, in the back- office, or the transactional functions of the
organisation.
Visual Controls
V isual controls are documented methods and procedures. T hey include easy- to-follow v isual cues, which should
be triggers for subsequent actions to be taken. A common example is the standardised work chart. Associates
and managers can use v isual controls to see the status of a particular job and determine if abnormalities exist.
V isual controls allow workers to see if items are not in the correct place. As a result, workers can correct the
situation through inspection by v isual control.
Standardised work charts are extremely effective v isual management tools. T he use of these charts w ill result in
improvements in safety, quality, and efficiency while improv ing cost effectiveness. In order to create work charts,
workers need to document the elements of each task in the basic work order. T his should include equipment or
tools used, work sequences, standard in-process stock, takt time, cycle times, safety cautions, or quality checks.
Value Streams
A value stream prov ides an integrated description of how a product passes through all stages of production.
T his process establishes value for each section of the value stream. T he value stream looks like a flowchart that
outlines all steps in the process or product’s life. T his can be applied to serv ice processes (even back- office) as
well as manufacturing.
Lean Management, Best Practices, and Turning Data into Knowledge 115
Pull
Pull is a method of mov ing inventory through the production process. Traditional manufacturing utilises batch
processing. Batches are planned based on specific lot sizes. In the pull process, nothing moves forward until
it is “called for” by the customer or the next processing step. In a pull system, an item that is sold immediately
generates an order to produce another. T his system is often compared to the grocery store process, where items
are replaced on the shelves as they are used. T herefore, only the most current material is being processed. Pull
production results in eliminating wasteful inventory build-ups. Pull production also employs elements of just- in-
time delivery, one-piece flow, and other methods.
Mistake Proofing
Mistake proofing dev ices, also know n as “Pokayoke” (po-kay- okey) are used to prevent defects from passing
on to the next process. T his approach is an improvement over traditional quality approaches, which examine
products for defects at the end of the assembly line. Mistake proofing requires that process quality checks are
built into the operations, and the equipment has appropriate sensors to detect errors and stop the process.
Mistake proofing is combined w ith other lean tools to ensure that 100 percent quality is built into the process
and product.
Quick Changeover2
One of the biggest wastes of resources is machine dow ntime. Dow ntime is created when production lines need
to be adapted or adjusted to run a different product. T he ability to change rapidly from one product to another
is the key to success for many companies. As customer lead times are continually shortened and product mixes
become more complex, the ability to change over rapidly and easily is a competitive advantage. Fortunately,
there are powerful quick- change techniques that can be applied to any operation in a manufacturing setting.
(Note: In serv ice industries, quick changeover can be applied to different staffing patterns.) T he process to
achieve quick changeover is:
Quick changeover is very simple concept: eliminate the need for any adjustment, by inventing ways of doing
it once and forever w ith a permanent solution. T his concept eliminates the need for any adjustment or any
particular knowledge, skill, or experience. T he target is to enable any operator w ith some decent industrial skill
to “precision-replace” or “precision- set”, w ithout any need for measuring, calibrating, and checking.
Six Sigma
Six Sigma was developed during the 1980s as a highly structured programme for improv ing business and
manufacturing processes. It is a process to develop quality using specific methods and analy tic tools. Six
Sigma is a statistical measure of quality: 3.4 defects per million or 99.99966 percent good quality. Although
zero defects is the goal, as a measure, Six Sigma w ill drive a firm toward achiev ing higher levels of customer
satisfaction and reducing operational costs. T his robust, continuous improvement strategy and process include
cultural methodologies such as total quality management (TQM), process control strategies such as statistical
process control (SPC), and other important statistical tools. It uses a structured systems approach for problem
solv ing, and strongly links initial improvement goal targets to bottom- line results.
Theory of Constraints
T he theory of constraints (TOC) is a philosophy of management and improvement originally developed by
Eliyahu M. Goldratt and introduced in his book, The Goal. Its basis is the fact that, like a chain w ith its weakest
link, in any complex system at any point in time, there is most often only one aspect of that system that is
limiting its ability to achieve more of its goal. T he constraint must be identified and the whole system must be
managed w ith it in mind so that the system can attain significant improvement. 3
Lean Management, Best Practices, and Turning Data into Knowledge 117
LEAN CONCEPTS
To get a better handle on lean concepts, we w ill drill dow n deeper into some of the major concepts. We w ill
examine the follow ing topics:
T he value stream prov ides an integrated description of how a product passes through all stages of production.
In this context, integrated means that both material and information flows are considered.
Value stream mapping is a necessary lean technique to v isualise enterprise value streams and continuously
develop them.4 It offers a series of advantages and enables unlocking tremendous potential of your processes.
Value stream mapping is an easy, fast, and goal- oriented method. Draw ing the current state of the value stream
is done directly in the workplace. A future- state model is designed for each current- state map of the value
stream, highlighting opportunities for continuous improvement.
1. Improved communication: Everyone w ill understand more clearly the overall value stream and related
components
2. Improved project execution: Value stream maps change constantly. As electronic files, they are easy to
store, different versions can be created, and those versions can be distributed and consolidated.
3. Faster and more realistic assessment: Mean values are no longer adequate to describe scattered
parameters.
4. Simplified comparison of alternative solutions: T he map allows easier comparison of alternatives,
especially as components relate to objective measurements.
SCREEN
6 5 4 3 2 1
Testing
EXIT
t er
hu s
Front Door
Entrance
Pretend that you have been charged w ith value mapping the flow of customers through the driv ing office. Y ou
diagram the office as show n in figure 5-1 and learn the follow ing:
Lean Management, Best Practices, and Turning Data into Knowledge 119
7. T he customers in Line 2 who only need eye exams w ill move from Clerks 1 and 2 to the “screen”. T hey
w ill be photographed, and they w ill move to the waiting area “W ”. Once their licences are processed and
printed, they w ill move to Clerk 6, pick up their licences, and leave.
8. Customers in Line 1 w ill be served by Clerks 3, 4, or 5. Clerk 2 w ill not be able to assist anyone from Line
1 even if there is an opening.
9. If a customer does not have the correct information, he or she w ill not find out until he or she meets w ith
one of the clerks. Unfortunately, the customer’s issue cannot be resolved. T he customer must go back
home, retrieve the key information, and restart the entire process.
10. At the end of the day, clerks start closing their w indows w ithout letting customers know if they w ill be
served or sent home. Customers in line w ill suffer uncertainty, not know ing if they have to come back
another day.
Someone preparing a value stream map should ask the follow ing questions:
Pull Manufacturing
Pull production is another method of eliminating wasteful inventory build-ups. In a pull system, an item that
is sold or completed immediately generates an order to produce another item. T his process is often compared
to the grocery store, where items are replaced on the shelves as they are used. Pull production also employs
elements of just- in- time delivery or one-piece flow.
T he traditional process of U.S. manufacturing was “push” production. Companies would create large
production runs to achieve economies of scale, which would result in large amounts of inventory.
T he pull concept is in harmony w ith just in time (J I T ) concepts. J I T is a business philosophy that focuses on
reducing time and cost and eliminating poor quality w ithin manufacturing and non-manufacturing processes.
T he elimination of poor quality or time- or money-wasting items is accomplished by producing what is necessary
to meet immediate demands. T his process is know n as short- cycle or lean manufacturing. Let us compare
traditional methodologies of production w ith J I T methodologies as show n in box 5-1.
Increases inventory to protect against process Reduces inventory and reduces lead time
problems
A significant benefit of J I T is the reduction of the inventory levels. If inventory levels can be reduced, problems
that have been covered up w ill appear, such as:
• Poor quality
• Unreliable suppliers
• Machine breakdow ns
• Untrained employees
Demand or pull purchasing is not limited to the manufacturing industry. Although it has its roots in the J I T
and K anban philosophies, the concept can be applied to retail locations, w ith the point of consumer purchase
becoming the trigger for replenishment up through the supply chain. Also, non-manufacturing businesses
that use capital equipment might use demand-pull models to monitor and respond to wear, usage, and supply
replenishment. Imagine a commercial fleet of vehicles or airplanes being constantly monitored for fuel
consumption. As fuel is consumed, more is automatically purchased. 5
Benefits of Pull
Organisations that utilise the pull concept have realised a number of benefits including:
• inventory reductions
• labour cost sav ings
• more efficient processes (purchasing and supply management)
Consider the example of a large equipment manufacturer that must coordinate the activ ities of suppliers,
manufacturing locations, dealer locations, and final customers. Demand- driven procurement systems could
be used so that final product sales are pulled through the supply chain. Dealer orders would always match
what is in assembly in a build- to- order model system, which could also be used for automatic replenishment
of components w ithin serv ice facilities. Ideally, as orders are entered electronically, assembly line orders
are automatically produced, and the person component demand is determined. T his information is then
Lean Management, Best Practices, and Turning Data into Knowledge 121
electronically transmitted to suppliers, who pull accordingly. T he demand-pull system helps to maximise
material velocity, which minimises the amount of redundancies in the process. Manufacturing based on
demand also means that businesses do not have to the reconfigure product to meet specialised needs of
customers. Demand- based manufacturing improves the quality and ultimately prov ides a great deal of customer
satisfaction.6
Challenges of Pull
W hat concerns w ill a business encounter when it moves to a Pull manufacturing philosophy?
4. T he env ironment must be relatively steady and have robust demand. T hey need to have some predictable
degree of volume. Many businesses have found success w ith demand-pull concepts, but have come to
realise that they cannot be used for every assembly line.
Kanban
K anban is often seen as a central element of lean manufacturing and is w idely used as a pull signalling system.
K anban is a Japanese word that stands for K an- card, Ban- signal. T he K anban system should prov ide “v isual
signals” that communicate the need to “pull” inventory into the process.
K anban is not a scheduling system; rather, it is a production control system. As prev iously described, a pull
production system controls the flow of work through the factory by only releasing materials into production as
the customer demands them, or only when they are needed. A push system, on the other hand, would release
material into production as customer orders are processed, and material becomes available, MRP (material
requirement planning or manufacturing resource planning) systems are usually push systems.7
T he K anban cards or the “two bin system” is not a new concept. T he two bin system was used in the UK long
before Japanese manufacturing methodologies started to become popular in the 1970s. One of the main benefits
of K anban is that the system is easy to understand, simple to v isualise and comparatively easy to set-up. K anban
systems are commonly used w ithin the automotive industry where there are stable demand and flow. Any
industry w ith a stable manufacturing env ironment w ill benefit from a K anban system.
Let us consider an actual example of K anban. A manufacturing cell assembles a product. Each product
requires a special metal housing. T he housings are delivered to the cell by a forklift. Alongside the spot where
the housings are delivered is a large whiteboard, which can be seen from a long distance in the plant. It takes
Unfortunately, there w ill be times when production must be expedited, or an emergency arises. K anban allows
for rush jobs to be carried out. If a job is to be rushed through production, then it has to be given priority in
some way or another. T he job can be prioritised w ith different coloured K anban cards (such as blue.) T his blue
signal becomes the authorisation to perform all necessary operations on this cell or process before any other
work is begun or continued.
• A K anban signal is only issued when the material being used has been exhausted.
• If the K anban signal has not been given, no parts should be issued or authorised.
• Only good parts are issued. Damaged materials and parts are caught earlier in the process.
• T here should be no overproduction. If there is, K anban is not functioning in theory.
• Components are only manufactured in the order in which the K anban cards are received (unless
emergency signals as referred to earlier are issued).
• Components are only manufactured or issued in the number specified by the K anban.
• T he number of K anban cards should be reduced over time and the problems that are encountered by
doing this should be tackled as they are exposed.8
K anban is a very simple and effective production control system that can be easily introduced in many
production env ironments. Proper use of a “pull” system is often seen as a large step towards achiev ing true J I T
production.
One-piece flow refers to the concept of mov ing one work piece at a time between operations w ithin a work
cell. One-piece flow items are moved to the next process step one piece at a time. Each step w ill complete its
operation just before the next process needs it. In essence, all production is performed on one unit prior to
mov ing it forward in the process.
W hy should one piece flow be adapted and what are the benefits?
• T he main benefit of one-piece flow is that it keeps W IP (Work in process) to its lowest possible level. One-
piece flow w ill eliminate excess inventory and w ill have only one part loss if rejects occur compared to
complete batch rejects in a batch build system.
• One-piece flow w ill result in much shorter lead times. It w ill increase operator efficiency by assisting them
to handle continuously changing demands. T he operator can quickly change the production to a different
Lean Management, Best Practices, and Turning Data into Knowledge 123
but similar assembly w ithout unnecessary W IP inventory.
• Defective raw materials and production w ill be detected much quicker. In addition, because the problem is
identified, it w ill lead to a process correction quickly.
• One-piece flow should prevent unnecessary backups in the system, as the pull system w ill not push big
batches into inventory.
• Capital requirements are lower as it does not have to be tied up in unneeded inventory for large batches.
• Workstation design w ill be at a minimum size due to hav ing to house only one part at a time.
• One-piece flow w ill encourage work balance, better quality and improved efficiency.
One-piece flow works well in an env ironment where work cells are designed for efficient use and flexibility.
Once the production starts up, the line can be setup on the fly, follow ing the first production step. T his
partially assembled part w ill be passed on to the next production step for further assembly. T he next step,
however, cannot be performed until the first step is completed. T herefore, the ability to react quickly and make
adjustments is a key benefit (and requirement) to this approach.
Takt Time
“Takt” is the German word for the baton that an orchestra conductor uses to regulate the speed, beat or timing
at which musicians play. T herefore, takt time is “beat time”, “rate time”, or “heart beat”. Lean production uses
takt time as the rate at which a completed product is finished. If you have a takt time of two minutes, that means
every two minutes a complete product, assembly, or machine is produced off the line.10
T he customers’ buy ing rate establishes takt time. It is the rate at which the customer buys your product.
It is difficult to predict when and how much a customer w ill buy. However, if customer demand falls for an
extended period then takt time should change. In other words, if you are producing at a takt time of one every
two minutes and the customer’s demand falls to a rate of one every three minutes, then your takt time should
increase to three minutes, and production staffing should be set accordingly.
If the customers buy more, then takt time w ill decrease, and takt time would be lowered to produce more
products in a shorter amount of time. If the customer buys more than your two-minute takt time produces, then
takt time would be lowered to match the sell rate and increase staffing accordingly.
Imbalances in takt time, especially in older facilities, drive security inventories and buffer space. If you manage
such a facility, one step on the lean journey is to monitor summed takt time in order to move toward preventive
(rather than reactive) quality measures. T hat is, if you can detect, contain, and correct the problem w ithin Takt
+ Buffer Time (Summed Takt) then you have taken a step toward error proofing. T his formula is no substitute
for continuously improv ing a balanced takt time (thereby eliminating security inventory or buffering); rather, it
is the first step, which you can institute quickly and economically, and which w ill help the people begin to “see”
lean.
PRODUCTION SMOOTHING
Remember that one of the variables to help K anban work effectively was a stable, robust demand. Since some
variability occurs, Toyota decided to modify the demand w ith a method of production scheduling that, over
time, takes the fluctuation of customer demand out of manufacturing. T his process is called production
smoothing and means that the business would produce every part, every day.
T he smoothing of production is the most important condition for production by K anban and for
minimizing idle time in regard to manpower, equipment, and work- in- process. Production smoothing is
the cornerstone of the Toyota Production System.11
T he design behind this smoothing system was to level load production to the rate of demand by creating an
inventory buffer and replenishing that buffer using a levelled schedule, pull replenishment, and the smallest lot
sizes possible. T his prov ides stability for upstream operations and keeps waste to a minimum while supporting
customer demand variability.
Lean Management, Best Practices, and Turning Data into Knowledge 125
KAIZEN
K aizen means “continuous improvement”. A K aizen blitz (blitz = lightning fast) is an intensive and focused
approach to process improvement. T his continuous improvement methodology combines lean manufacturing
tools such as the 5S system of workplace business and standardisation, cells, pull/K anban, set-up reduction,
and line balancing. Each tool incorporates team empowerment, brainstorming, and problem solv ing to make
improvements rapidly to a specific product or process.
T he word K aizen itself is derived from two different Japanese words, Kai, which means to change or
modify, and Zen, which means to improve. T he two words together mean gradual, orderly, and continuous
improvement. T he interesting fact is that there is no word equivalent to K aizen in the English language.
T he history of K aizen goes back to the 1950s when Toyota first implemented quality circles (checks) w ithin
the production process itself. In doing so, quality was inspected at every stage of production rather than
checking the completed product for defects. Taiichi Ohno, former executive v ice president of Toyota Motors
and distinguished graduate of Nagoya Institute of Technology, pioneered the development of Toyota’s unique
production system, commonly referred to as the Toyota Production System, which is now used throughout the
world.12
A business begins the K aizen journey by focusing on a specific product or process. T his focus is know n as a
“K aizen event”. T he timeframe for the event is going to be short. Begin w ith simple processes to build success
quickly. An event that is too large may cause failure and distrust in the K aizen process. A business should
obtain immediate improvements in its process and w ill most likely highlight other improvement opportunities
for further K aizen events. T he K aizen event w ill prov ide your business w ith immediately tangible results and
motivation for ongoing continuous improvement w ithin your company.
• Immediate results
• Involvement of the workforce
Let us consider what a one-week process might look like on a day- by- day basis.13
1. Day 1—T he first day is spent on a quick rev iew of lean concepts and strategy. All of the indiv iduals
involved w ill be instructed in lean concepts. A map of the current process is developed to determine the
path of parts or raw materials.
2. Day 2—Training continues. Team members, using a stopwatch, do time studies and collect data on how
long each part of the process takes. A work sampling is conducted to determine which steps add value,
and which do not. For example, how much time is spent drilling a hole in the part versus carry ing it?
Team goals are w ritten on Day 2 and an opportunity chart is compiled.
3. Day 3—T he opportunity chart is completed, and solutions are developed to address key issues. A floor
plan is created. Equipment is moved where necessary to create a better flow.
4. Day 4—Improvements are finished, and operators are trained on new processes. Production using the
new methods begins. Another work sampling is done, and measurements are taken.
5. Day 5—A 5S or v isual workplace activ ity makes sure the workplace is well organised and tools, cabinets,
and storage areas are labelled. Standard operating procedures are updated. A summary report is
prepared for upper management. It includes team goals, floor plan before and after, key results, and
sav ings.
W hen a business begins a K aizen blitz, it must be prepared to deal w ith specific roadblocks. All of these
roadblocks can be traced back to two major areas: leadership and employee empowerment. In addition to these
two major areas, roadblocks w ill also occur in the training, culture, superv ision, unions, and informational
areas.
• Unclear goals: Initiatives are often undertaken w ithout setting realistic or measurable objectives. W ithout
clear, shared goals, it is difficult to plan implementation, track progress, change direction if necessary,
document results, recognise, or reward contributors or modify behav iour where people are not
contributing. Unfortunately, because of unclear goals, too many initiatives are perceived as “programmes
of the month” rather than longstanding changes in a firm’s business practices.
• Unassertive leadership: In order for organisational change to be effective, management needs to be
committed to implementation. Just as indiv iduals reject change due to fear of the unknow n, organisational
improvements require clear management v ision and direction, as well as tenacious support, for effective
implementation.
• Ineffective management processes: W ithout effective management processes (for example, quality,
performance management, and financial processes, or information and feedback systems), no
organisational improvement can be sustained for the long term.
Lean Management, Best Practices, and Turning Data into Knowledge 127
• Negative climate: No initiative can succeed in a hostile or overly negative climate. W ithout cooperation,
trust, and everyone’s w illingness to consider new ideas, businesses cannot achieve long- term improvement.
• Inappropriate structure: If a business is not structured effectively, improvement can be difficult, if not
impossible. Excessive layers of management, systemic redundancies, turf battles, or overly bureaucratic
reporting policies can dramatically reduce—or in some cases, destroy—the results of improvement
initiatives.
• Unbalanced power: T he only way company-w ide improvements can prosper is if there is equal input and
representation from all parts of the business in the design, planning, implementation, and assessment of
an improvement initiative. If one department or another part of a business has too much influence over
the effort, it w ill ty pically fall short on results, either due to a drop- off in commitment or lack of support
from the other areas.
• Undeveloped individuals: T he best-planned initiatives can only succeed if all the players have the necessary
skills to make them happen. Team skills, technical skills, and other job skills are necessary in order for
change to be implemented effectively.
• Ineffective teamwork: Long- term improvement requires more than clear goals, effective structure, equal
representation, and highly skilled employees. If people cannot work together, or if business units are not
organised for effective teamwork, success w ill often be compromised.
WASTE IDENTIFICATION
T he second key principle of lean introduced on the first page of this chapter is the “relentless identification and
elimination of waste”. Based on that premise—consider your organisation:
Lean is based on the relentless reduction of waste. T here are seven major categories of waste:
1. Inventory—although accounting treats inventory as a current asset, in lean philosophy, inventory means
waste. Inventory causes overhead, space costs, obsolescence, damage, or financing costs.
2. Overproduction—results in inventory which based on item 1, is identified as waste.
3. Defects—any defect causes scrap or rework, which is additional unnecessary costs.
4. Waiting—all instances that extend the process result in waste.
5. Extra processing—if the production process or serv ices prov ided are unneeded, the company incurs
unnecessary costs.
6. Motion—extra motion that is not valued by the customer adds additional, unnecessary costs.
7. Transportation—traditional plants require product movement by forklifts and hand- trucks, which do not
add value to the product. Movement of office files or office papers also adds no value to the process.
• Inventory reduction
• Lead time reduction of critical processes
• Motion & space losses
• Retrieval time reduction
• Equalising the work load
• Improv ing office efficiency by eliminating the time lost on information retrieval by achiev ing zero
breakdow ns of office equipment, like telephone and fax lines14
A business that implements lean in the office can expect to have the follow ing benefits:
1. Involvement of all people in support functions for focusing on better plant performance
2. Better utilised work area
3. Reduce repetitive work
4. Reduced inventory levels in all parts of the supply chain
5. Reduced administrative costs
6. Reduced inventory carry ing cost
7. Reduction in number of files
8. Reduction of overhead costs (to include costs of non-production or non- capital equipment)
9. Productiv ity of people in support functions
10. Reduction in breakdow n of office equipment
11. Reduction of customer complaints due to logistics
12. Reduction in expenses due to emergency dispatches or purchases
13. Reduced manpower
14. Clean and pleasant work env ironment
Lean Management, Best Practices, and Turning Data into Knowledge 129
• Spaghetti diagramming
• V isioning
• Paradigm changing
• Project implementation planning
• K aizen improvement
• Step 1: Lean awareness training. Develop an understanding of what lean manufacturing is, and why lean
principles should be practiced at the company.
• Step 2: Assessment. Determine high- impact improvement areas and prioritise subsequent activ ities. In
addition, an assessment prov ides a snapshot or benchmark of current conditions.
Lean Management, Best Practices, and Turning Data into Knowledge 131
• Step 3: Lean implementation training. Prov ide the tools and detailed understanding necessary for a team
to analyse and know how to design improvements (cellular or set-up reduction, for example.) T his step is
usually linked to step 4, “Implementation”, and delivered Just-In-Time training followed by immediate
action and application.
• Step 4: Implementation. T he team analyses, designs, and implements improvements.
• Step 5: Continuous improvement.
An impatient business that would like to find areas to develop can skip the process analysis and jump straight
to the Best Practice comparison. T he concept behind this process is that a business that can adopt best practices
and immediately sw itch its process w ill pick up significant lean benefits. T his is not to say that a formal analysis
is not valuable. It is to say that if you can find obv ious items in the checklist in box 5-2 that you can implement
quickly—do so!
14. Outsource tax form preparation 15. Issue standard account code list
15. Outsource the internal audit function 16. Link corporate travel policies to an automated
16. Post the policies and procedures manual on the expense reporting system
business Intranet site 17. Link supplier requests to the accounts payable
17. Scan data with modified palm computing database
platform 18. Outsource the accounts payable function
18. Scan fingerprints at user workstations 19. Pay based on receiving approval only
19. Schedule internal audits based on risk 20. Receive billings through electronic data
20. Sell the shared services centre interchange
1. Add carrier route codes to billing addresses 1. Automatically link the budget to purchase
2. Automatically check errors during invoice data orders
entry 2. Budget by groups of staff positions
3. Computerise the shipping log 3. Clearly define all assumptions
4. Delivery person creates the invoice 4. Clearly define all capacity levels
5. Delivery person delivers the invoice 5. Create a summarised budget model for use by
6. Early billing of recurring invoices upper management
8. Issue electronic invoices through the Internet 7. Establish the upper limit of available funding
9. Issue single, summarised invoices each period 8. Identify step-costing change points
10. Offer customers secure Internet payment option 9. Include a working capital analysis
10. Issue a budget procedure and timetable
(continued)
Lean Management, Best Practices, and Turning Data into Knowledge 133
BILLING BEST PRACTICES BUDGETING BEST PRACTICES
11. Print separate invoices for each line item 11. Link to performance measurements and rewards
12. Reduce number of parts in multi-part invoices 12. Reduce the number of accounts
13. Replace inter-company invoicing with operating 13. Simplify the budget model
transactions 14. Store budget information in a central database
14. Track exceptions between the shipping log and 15. Use activity-based budgeting
invoice register
16. Use flex budgeting (use cost drivers)
15. Transmit transmissions via electronic data
interchange 17. Use on-line budget updating
16. Use automated bank account deductions 18. Use video conferencing for budget updating
6. Only pay commissions from cash received 6. Implement activity-based costing
7. Periodically audit commissions paid 7. Implement target costing
8. Periodically issue a summary of commission
rates 8. Limit access to unit of measure changes
9. Post commission payments on the business 9. Review cost trends
Intranet
10. Review material scrap levels
10. Show potential commissions on cash register
11. Simplify the commission structure 11. Revise traditional cost accounting reports
1. Add digital signatures to electronic documents 1. Access bank account information on the Internet
2. Adopt a document-destruction policy 2. Automatic 401(k) plan enrolment
3. Archive cancelled checks on CD-ROM 3. Avoid delays in check posting
4. Archive computer files 4. Centralise foreign exchange management
5. Document imaging 5. Consolidate insurance policies
6. Eliminate attaching back-up materials to checks 6. Grant employees immediate 401(k) eligibility
for signing 7. Install a treasury workstation
7. Eliminate reports 8. Negotiate faster deposited check availability
8. Eliminate stored paper documents if already in 9. Optimise cash management decisions through
computer the Internet
9. Extend time before computer records are 10. Use Internet-based cash flow analysis software
purged
11. Use Internet-based options pricing services
10. Extend use of existing computer database
12. Use Internet-based risk measurement services
11. Improve computer system reliability
13. Use Internet-based technical analysis services
12. Move records off-site
14. Use Internet-based treasury management
13. Reduce number of form copies to file services
15. Use web broadcasting for public reporting
1. Assign closing responsibilities 1. Construct automated interfaces to software that
2. Automate recurring journal entries summarises into the general ledger
3. Automate the cut-off 2. Create general ledger drill-down capability
5. Complete allocation bases in advance 4. Modify account code structure for storage of
ABC information
6. Conduct daily review of the financial statements
5. Overlay the general ledger with a consolidation
7. Conduct transaction training and reporting package
8. Continually review wait times 6. Reduce the chart of accounts
(continued)
Lean Management, Best Practices, and Turning Data into Knowledge 135
FINANCIAL STATEMENTS BEST PRACTICES GENERAL LEDGER BEST PRACTICES
9. Convert serial activities to parallel ones 7. Restrict use of journal entries
10. Create a closing schedule 8. Subsidiaries update their own data in the central
11. Defer routine work general ledger
12. Document the process 9. Use automated error-checking
13. Eliminate multiple approvals
10. Use data warehouse for report distribution
14. Eliminate small accruals
15. Move operating data to other reports 11. Use forms or rates data warehouse for
automated tax filings
16. Post financial statements in an Excel Pivot Table
on the Internet 12. Use identical chart of accounts for subsidiaries
17. Reduce investigation levels 13. Use the general ledger as a data warehouse
18. Restrict the level of reporting
19. Restrict the use of journal entries
20. Train the staff in closing procedures
21. Use cycle counting to avoid month-end counts
22. Use internal audits to locate transaction
problems in advance
23. Use standard journal entry forms
24. Write financial statement footnotes in advance
1. Audit all inventory transactions 1. Automate fax-back of payroll forms
2. Audit bills of material 2. Automate vacation accruals
3. Compare recorded inventory activity to on- 3. Avoid job costing through the payroll system
hand inventories 4. Consolidate payroll systems
4. Eliminate the physical count process 5. Disallow pre-payments
5. Eliminate the receiving function 6. Eliminate personal leave days
6. Eliminate the warehouse 7. Give employees direct access to deduction data
7. Lock down the warehouse area 8. Link payroll changes to employee events
8. Modify the bills of material based on actual 9. Link the 401(k) plan to the payroll system
scrap levels
10. Link the payroll and human resources
9. Move inventory to floor stock databases
10. Review inventory returned to the warehouse 11. Minimise payroll cycles
11. Segregate customer-owned inventory 12. Outsource the payroll function
12. Streamline the physical count process 13. Prohibit deductions for employee purchases
13. Track inventory accuracy 14. Send remittances as e-mail messages
14. Verify that all receipts are entered in the 15. Switch to salaried positions
computer at once
16. Use bar-coded time clocks
17. Use biometric time clocks
18. Use direct deposit
19. Use honour system to track vacation and sick time
20. Use web-based payroll outsourcing
Internal/External
Prior year
Budget plan
$
Results
Benchmarking
Corroborating information
Lean Management, Best Practices, and Turning Data into Knowledge 137
At the centre of figure 5-2 is the dollar sign. T he dollar sign represents the multiple ty pes of financial
information that the accounting department creates and shares. Imagine going into a management meeting
and telling everybody that sales for the month was $12,210,000. Similar to the preceding temperature example,
the $12,210,000 has no context and is meaningless. If the accountant can reframe the $12.2 million in relation
to the budget or plan, then it prov ides a framework of understanding. For example, if the budget had been
$11.9 million and the sales were $12.2 million, the management team w ill have a sense of achiev ing its goal.
T hey may wonder what customers or products were responsible for the additional $300,000 of revenue. T his
additional framework begins to put the sales number into context. W hen an organisation has unrealistic targets
or budgets, the variances create a different ty pe of context, usually negative for the department that was
responsible for the results. It can lead the management team to misinterpret the information.
As we move out to the next ring of the chart, we move from the context of budget / plan to context based on
prior year results. Assume that the $12.2 million in sales was generated because of the addition of one major
customer that doubled the business over the prior year. T herefore, the prior year results would have showed
approximately $6 million dollars in revenue. Even though the company over- achieved its budget by $300,000, in
comparison to the prior year, a greater variance discusses how the revenue was doubled. Both of the categories
are necessary to understand the grow th in revenue adequately.
In the next circle, the organisation can start analysing information w ith the aid of benchmarking. As we have
seen in this chapter, there are many ty pes of benchmarking in which a company can engage. However, the
benchmarking process allows the company to determine how it compares to other organisations. Benchmarking
can be used internally to compare departments or div isions in the same organisation. It could also be used
to benchmark organisations in the same industry or in non-related industries. Management teams often
understand the techniques or improvements available in their industry. Some great insights can be obtained
from analysing unrelated industries. For example, what is the ty pical DSO for airlines, mov ie theatres or hotels?
Ty pically, the DSO is almost non- existent as customers pay up front for the serv ices. It may not be practical for
your company, however, the concept of finding different ways to require deposits, advances, or prepay ments may
be worth discussing.
T he last circle represents corroborating information. Corroborating information w ill be obtained from a variety
of sources. T he information should support the financial results or prov ide context to the financial results
that has not been derived through the first four circles. If the information does not support your prev ious
conclusions, then it suggests one of the follow ing:
T he author of this text created interpolated tables. If we have the complete universe of information (table 5-1)
and separate identify ing data (table 5-2) for companies that make money, we can create the data that represents
companies in the wood product industry that lose money (interpolated table 5- 3.)
Note that the almanac is broken dow n by business asset size. T his allows the user to choose the companies most
appropriate to their size. T he almanac summarises many ratios that can be helpful as comparisons. In addition,
it highlights major income and expense categories that can be used as comparable benchmarks.
It is interesting to see the overall performance of different size companies. After rev iew ing the almanac, a
reader w ill see that greater size does not always mean greater efficiency and profitability. Many companies w ill
get an insight as to “how big” they should grow before they start becoming inefficient or that the additional
grow th (capital resources, human resources) is not worth the additional risk.
T he author recommends that every serious accounting or finance person should v isit w w w.amazon.com or w w w.
alibris.com and obtain the Almanac when the book is one to two years after publication. A new book w ill cost
approximately $200.00. Buy ing a copy that is one to two years old may only run $15–$25. T he trends w ill still be
useful for comparison to the reader’s company.
Lean Management, Best Practices, and Turning Data into Knowledge 139
Asset Size – $ in Thousands
Total 100000– 250000– 500000–
250000 500000 2500000
Pensions and Other Deferred Comp. 16 0.5 0.2 1.0 0.9
Employee Benefits 17 1.1 0.6 1.0 1.1
Advertising 18 0.6 0.7 0.9 0.8
Other Expenses 19 7.2 6.4 8.0 5.6
Officers’ Compensation 20 1.9 0.8 0.4 1.2
Operating Margin 21 2.1 2.4 2.1 0.3
Operating Margin Before Officers’ Comp. 22 3.9 3.2 2.5 1.5
Net Receivables 23 2,338 23,916 48,543 1,939,807
Inventories 24 724 23,820 44,129 196,474
Net Property, Plant and Equipment 25 1,951 54,275 107,052 1,240,468
Total Assets 26 10,161 144,135 328,297 7,981,074
Notes and Loans Payable 27 2,027 55,151 56,824 1,242,918
All Other Liabilities 28 3,566 33,971 83,580 3,114,689
Net Worth 29 4,568 55,012 187,894 3,623,466
Selected Financial Ratios (Times to 1)
Current Ratio 30 1.1 1.8 1.8 0.9
Quick Ratio 31 0.8 1.0 0.8 0.8
Net Sales to Working Capital 32 25.2 7.5 8.4 •
Coverage Ratio 33 3.3 3.4 6.9 2.4
Total Asset Turnover 34 0.7 1.5 1.7 0.3
Inventory Turnover 35 7.8 7.3 9.6 9.3
Receivables Turnover 36 5.2 11.0 15.2 2.3
Total Liabilities to Net Worth 37 1.2 1.6 0.7 1.2
Current Assets to Working Capital 38 12.3 2.2 2.2 •
Current Liabilities to Working Capital 39 11.3 1.2 1.2 •
Working Capital to Net Sales 40 0.0 0.1 0.1 •
Inventory to Working Capital 41 2.5 0.8 0.8 •
Total Receipts to Cash Flow 42 9.3 10.9 7.7 8.6
Cost of Goods to Cash Flow 43 6.9 8.5 5.8 6.4
Cash Flow to Total Debt 44 0.1 0.2 0.5 0.1
Selected Financial Factors (in Percentages)
Debt Ratio 45 55.0 61.8 42.8 54.6
Return on Total Assets 46 5.8 8.8 12.6 3.9
Return on Equity Before Income Taxes 47 9.0 16.2 18.8 5.0
Return on Equity After Income Taxes 48 7.8 12.7 15.7 4.1
Profit Margin (Before Income Tax) 49 5.4 4.0 6.3 7.4
Profit Margin (After Income Tax) 50 4.7 3.2 5.3 6.1
Lean Management, Best Practices, and Turning Data into Knowledge 141
Asset Size – Thousand of $
Total 100000– 250000– 500000–
250000 500000 2500000
Total Asset Turnover 34 0.7 1.7 1.8 0.3
Inventory Turnover 35 8.2 7.8 10.3 9.4
Receivables Turnover 36 4.8 11.2 14.7 2.1
Total Liabilities to Net Worth 37 1.2 1.4 0.8 1.2
Current Assets to Working Capital 38 19.3 2.1 2.5 •
Current Liabilities to Working Capital 39 18.3 1.1 1.5 •
Working Capital to Net Sales 40 0.0 0.1 0.1 •
Inventory to Working Capital 41 3.4 0.6 0.8 •
Total Receipts to Cash Flow 42 8.2 9.4 6.3 8.3
Cost of Goods to Cash Flow 43 6.1 7.3 4.8 6.2
Cash Flow to Total Debt 44 0.2 0.3 0.6 0.1
Selected Financial Factors (in Percentages)
Debt Ratio 45 53.5 58.5 43.7 54.1
Return on Total Assets 46 6.6 11.3 17.2 4.0
Return on Equity Before Income Taxes 47 10.6 21.4 28.2 5.2
Return on Equity After Income Taxes 48 9.3 17.3 24.1 4.3
Profit Margin (Before Income Tax) 49 7.2 5.3 8.9 8.3
Profit Margin (After Income Tax) 50 6.4 4.3 7.6 6.9
Lean Management, Best Practices, and Turning Data into Knowledge 143
Asset Size – Thousand of $
Total 100000– 250000– 500000–
250000 500000 2500000
Return on Equity After Income Taxes 48 4.4 –2.3 –9.5 3.4
Profit Margin (Before Income Tax) 49 1.3 –0.2 –1.5 4.1
Profit Margin (After Income Tax) 50 0.8 –0.4 –1.6 3.2
• Go to the doctor
• Take blood pressure medicine
• Exercise more
• Change your diet
• Meditate
• Ensure your w ill is prepared
W hat is interesting about this exercise is that given a relatively small amount of information (such as the blood
pressure reading), people begin to prescribe steps to develop the author’s overall health. Contrast this to the
business world. We have a similar situation. We have companies that have financial diagnostic tools and financial
results and yet most controllers are unable to make sense of the numbers when compared and contrasted w ith
other companies.
T his concept becomes clearer when each reader considers his or her organisation’s financial health. Some of the
follow ing words may come to mind (depending on your company’s particular situation):
• Strong
• Healthy
• Shaky
• Cashflow challenged
• Leveraged
• In trouble
• Grow ing revenue
Compare your mental comments to this list. Do terms such as profitable, good cashflow, strong working capital
or debt free appear? We have been trapped by descriptive words that can have various meanings. In fact, our
businesses have lacked the ability to compare companies or understand the health of companies on an objective
T he Altman’s Z- score was created to be used as a predictor of bankruptcy. For our purposes, the author is not
interested in using it as a predictor of bankruptcy but as an overall indicator of the company’s financial health,
just as the blood pressure was an example of personal health. If we can track your Z- score on a regular basis, it
w ill give us clues into the financial position. T he understanding w ill develop results in descriptive action steps
that we need to take to develop our financial position. Let us look at the background of the Altman’s z- score.
In 1968, Dr. Robert E. Altman performed a study on a number of companies that had gone into bankruptcy. He
input key financial statistics into a regression software package. T he software then determined a formula that
was statistically significant. T his formula then became the basis for predicting the likelihood of a business going
into bankruptcy.
Again, for this discussion, we are not interested in the Altman Z- Score as a bankruptcy indicator but as a
“financial health” indicator for the company. If the Z- Score is tracked on a monthly basis, it becomes a tool to
analyse the business as well as a tool to compare to other companies. T here are several varieties of the Z- score.
In addition, the Z- Score has 4–5 components (depending on which model is used). Each of the components
can be evaluated as a metric separately. T he resulting Z- Score combines profitability and financial position
information to create an all- encompassing value. T hese values can be evaluated against the Z- Score scale from
Altman’s study.
Z-Score Model 1
T he formula for the most commonly used public model Z- score is:
Lean Management, Best Practices, and Turning Data into Knowledge 145
Before we examine additional Z- Score models, we w ill w rap several tools together to demonstrate how the
information can be used. T he follow ing tools w ill be used in this exercise:
T he first calculations of the Z- Score w ill be based on data from the Almanac of Financial and Industrial Ratios
for companies listed under the heading of Wood Product Manufacturing. We w ill use information from the
tables and make some assumptions to calculate Z- Scores for all companies (w ith income or loss) w ith asset sizes
greater than $100M. T he summary data is show n in table 5- 5.
WORKING
CAPITAL
RETAINED
EARNINGS
EBIT
351.585 9217.497 18606.69 145949.3
MV OF EQUITY
SALES
TOTAL ASSETS
BOOK VALUE OF
DEBT
Z-SCORE
4.5
3.5
2.5
1.5
0.5
0
1 2 3 4
Lean Management, Best Practices, and Turning Data into Knowledge 147
T he second calculations of the Z- Score w ill come from the Almanac of F inancial and Industrial R atios for
companies listed under the heading “Wood Product Manufacturing”. We w ill use information from the tables
and make some assumptions to calculate Z- Scores for all companies (w ith a net loss) w ith asset sizes greater than
$100M. T he summary data follows in table 5- 6 and figure 5- 4.
WORKING
CAPITAL
RETAINED
EARNINGS
EBIT
48.217 1752.516 –483.917 30537.36
MV OF EQUITY
SALES
TOTAL ASSETS
BOOK VALUE OF
DEBT
Z-SCORE
3.5
2.5
1.5
0.5
0
1 2 3 4
Now we can compare the two trend lines in the follow ing graph and see how the Z- Score is impacted by
companies that lose money (figure 5- 5). If we were to graph out the Z- Score for companies that made money, the
line would be above the total universe line. T he benefit of performing this analysis is that it prov ides insight into
overall industry standards and benchmarks that can then be used to create financial goals for your company.
Lean Management, Best Practices, and Turning Data into Knowledge 149
Figure 5-5: Comparison of Z-Scores
Companies With Loss Z-Score
All Companies Z-Score
5
4.5
3.5
2.5
1.5
0.5
0
1 2 3 4
Next, we w ill calculate the estimated Z- Score for Louisiana Pacific. See the details in table 5-7. T he author used
an estimate of market value to make the analysis comparable to the Almanac’s data. T he other data comes from
the 31 December 2009 financial statements as summarised on finance.yahoo.com.
WORKING
CAPITAL
531900
RETAINED
EARNINGS
1249500
EBIT
115800
MV OF
EQUITY
2407500
SALES
1054700
TOTAL ASSETS
2247400
BOOK VALUE
OF DEBT
997900
Z-SCORE =
(1.2*X1) + (1.4*X2) +
(3.3*X3) + (0.6*X4) +
(0.999*X5)
3.148779
In this example, LPX has a Z- score of 3.14. Based on the table, there is no indication of any financial trouble.
However, the business can now track the Z- Score, compare it on a monthly or quarterly basis, and contrast it to
industry Z- Scores calculated from the Almanac.
Lean Management, Best Practices, and Turning Data into Knowledge 151
Z-Score Model 2
We can use the same approach for private companies by modify ing the regression formula as well as eliminating
the market value of equity section.
0–1.09 Imminent
1.10–2.60 Questionable
Z-Score Model 3
T here is also a 3rd Z- Score model for private manufacturing models.
If your business is a Sub S, track your Z- score prior to year- end distributions and after the distribution. If your
business is an NPO, replace the retained earnings data w ith Net Assets. T he author has found that NPO’s can
also use the Z- Score as a tracking tool. If used for bankruptcy analysis, the author estimates that the scales
should be multiplied by .75. He determined this by rev iew of failed NPO’s on the GuideStar website.
Louisiana-Pacific Corporation, together with its subsidiaries, engages in manufacturing and distributing
building products for new home construction, repair and remodelling, manufactured housing, and
light industrial and commercial construction. The business operates in three segments: Oriented Strand
Board, Siding, and Engineered Wood Products. The Oriented Strand Board segment provides structural
panel products, such as plywood, including roof decking, sidewall sheathing, and floor underlayment.
The Siding segment offers SmartSide siding products and related accessories, including wood-based
sidings, trim, soffit, and fascia, and Canexel siding and accessory products comprising pre-finished
lap, panel, and trim products. The Engineered Wood Products segment offers I-joists, laminated veneer
lumber, laminated strand lumber, and other related products for residential and commercial flooring
and roofing systems, headers and beams, and other structural applications. In addition, the business
provides decorative moulding, cellulose insulation, and timber and timberlands. The business offers
its products to retail home centres, manufactured housing producers, distributors, wholesalers, and
building materials dealers in North America, South America, Asia, and Europe. The business was
founded in 1972 and is headquartered in Nashville, Tennessee.
Lean Management, Best Practices, and Turning Data into Knowledge 153
INCOME STATEMENT
Lean Management, Best Practices, and Turning Data into Knowledge 155
Stockholders’ Equity
Misc Stocks Options Warrants — — —
Redeemable Preferred Stock — — —
Preferred Stock — — —
Common Stock 139,700 116,900 116,900
Retained Earnings 898,100 1,019,500 1,630,100
Treasury Stock –286,100 –297,300 –302,000
Capital Surplus 562,400 441,300 439,000
Other Stockholder Equity –64,600 –98,100 –64,500
Total Stockholder Equity 1,249,500 1,182,300 1,819,500
Net Tangible Assets $1,246,500 $1,178,200 $1,529,500
Source: http://finance.yahoo.com/q/pr?s=LPX+Profile
157
Estimated Ton-Miles (Billions) 31.0 30.5 1.6% 1,588.4 1,468.2 8.2%
T his weekly report shows carloads originated as well as intermodal traffic. Note that the items moved are major
commodities and significant products of specific industries (automotive). Weekly information can be charted,
rev iewed and compared to your industry for trend insights.
T his data can prov ide further understanding of LPX results and the movement of lumber on the rail system.
Look at Line 10 on the report. It represents Carloads of Lumber originated. T he author was curious about the
relationship between the weekly lumber and the revenue levels for Louisiana Pacific. Note that line 10 shows
data for the current week and compares this amount to the same period for the prior year. It compares the same
information on a year to date basis. T he author accessed the year- end rail reports and extracted the carloads for
lumber (see figure 5- 6.)
T his information was compared to the Annual Revenue for LPX as reported in their public reports. Look at
the two lines in figure 5- 6. T he v isual correlation at first is obv ious. T he initial conclusion is that it may be
reasonable to use the rail report as a trend indicator for revenue and other projections.
Figure 5-6: AAR Annual Rail Lumber Carloads Versus LPX Annual Revenue
350,000 3
300,000
2.5
250,000
2
200,000
1.5
150,000
1
100,000
0.5
50,000
0 0
2005 2006 2007 2008 2009 2010
To calculate the business trend number, we sum the first 3 months (90.4951 + 94.421 + 95.6691 = 280.5852).
T he total is reflected in the middle of table 5-11 entitled STEP 1 Rolling Sum of 3 months. T his same addition
step is reflected through table 5-11. It is show n so the reader can recreate at a later point in time.
T he next step (2) is to div ide the three-month sum into the same calculation for one year earlier. See the
calculation in table 5-11: 294.55 / 280.58 = 1.049.
Lean Management, Best Practices, and Turning Data into Knowledge 159
Table 5-11: Wood Products IPN G17 Raw Data
160
Wood Products IPN – G-17 (Raw Data)
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
90.4951 95.2055 98.0996 86.4531 90.6715 90.8964 94.1892 99.3326 107.4303 95.0744 87.9488 65.0363 64.5435
94.421 99.3168 101.3379 88.4815 93.0012 93.7588 97.4111 100.4335 108.7852 97.5126 88.5591 67.1523 64.9116
95.6691 100.0355 103.6529 92.3452 96.7017 94.3291 98.0447 101.0654 110.4194 101.6991 90.0579 67.0284 68.3608
97.8448 102.3032 104.7429 93.0642 98.6095 95.955 100.225 104.2424 110.1871 101.766 91.1577 66.879 73.0513
96.5937 102.7997 102.4525 94.5132 97.7641 95.4609 100.0689 103.3431 109.8159 103.2551 90.1405 67.3343 73.8748
100.8137 106.2357 104.808 99.3732 102.8031 100.0288 102.4773 107.7885 112.5309 108.3955 92.5777 72.2088 73.9859
95.6308 99.5262 97.5105 92.1478 95.8755 95.9705 99.3256 103.7851 108.2327 103.3486 88.4906 69.3069 70.0382
101.3338 103.0633 100.8775 98.2706 100.7425 99.7501 102.6571 106.6028 109.6391 104.6116 89.89 72.6996 71.7885
Note: the concept of 3/12 charts can be used for many different items in addition to sales such as headcount, cost
of sales, units of production, or specific expenses.
1.1
0.9
0.8
0.7
0.6
2000 2001 2003 2005 2007 2009
163
Table 5-13: Paper
164
IPN.G322: Paper NAICS=322
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
110.003 111.3871 111.0749 104.0021 99.5966 103.3208 99.1395 102.7195 101.6951 99.3409 100.114 83.2167 85.7885
111.8569 113.4094 112.2784 106.5144 101.2368 102.3514 100.5768 103.7216 100.2642 101.0896 98.884 86.6837 88.0021
110.0174 112.2868 110.9737 101.7629 99.114 102.9508 99.413 102.9981 99.317 100.9072 99.3691 83.3191 89.4809
110.4896 111.2319 111.8681 104.2579 104.0964 101.8572 102.0534 103.1878 99.3099 101.2807 99.2866 81.3899 88.6796
107.8327 107.3038 106.3204 99.4634 101.3888 99.0119 100.0758 98.2825 96.7275 98.1425 97.9498 82.3428 87.4503
111.5671 111.4187 110.6909 100.8937 103.9121 101.3346 102.6862 101.5767 100.7793 100.7521 99.6172 87.0942 91.3124
110.4842 108.9886 105.5215 99.9695 103.419 99.7497 102.662 99.3904 98.6533 100.5315 97.3511 85.623 89.7356
111.3647 111.0404 105.7946 102.1971 104.9987 99.7653 102.1561 99.4011 99.4944 100.1722 98.0635 88.0383 89.7575
Figure 5-8: Wood Product IPS G-17 Compared to LPX Annual Revenue
120 3
100 2.5
80 2
60 1.5
40 1
20 0.5
0 0
May 05
Jan 05
Mar 05
Jul 05
Sep 05
Mar 06
May 06
Jul 06
Sep 06
Nov 06
Jan 07
Mar 07
May 07
Jul 07
Sep 07
Nov 07
Jan 08
Mar 08
May 08
Jul 08
Sep 08
Nov 08
Jan 09
Mar 09
May 09
Jul 09
Sep 09
Nov 09
Jan 10
Mar 10
May 10
Jul 10
Sep 10
Nov 10
Nov 05
Jan 06
IPS
Anni Rev (Bills)
In figure 5- 9, we have simplified this analysis and used year- end data to compare to the annual revenue of LPX.
T he v isual correlation is obv ious.
Lean Management, Best Practices, and Turning Data into Knowledge 165
Figure 5-9: IPS versus Revenue at Year End
120 3
100 2.5
80 2
60 1.5
40 1
20 0.5
0 0
Dec 05 Dec 06 Dec 07 Dec 08 Dec 09 Dec 10
IPS
Revenue $B
CORRELATION ANALYSIS
T he first comparisons of the data on IPS and revenue as show n in figure 5- 8 and figure 5- 9 suggested a v isual
correlation between the data series. Is it possible to achieve more confidence than “it appears correlated?” It
most certainly can be done w ith a simple tool in Excel.
We are interested to see if the Industrial Production Seasonally Adjusted December reading is correlated to the
annual revenue of Louisiana Pacific. If so, it may be possible for us to use the IPS number as a tool to predict
future trends for LPX.
T he data is input into Excel and the formula for correlation is used = Correl (array1, array2) formula. T he
resulting correlation w ill range from –1 to + 1. A reading approaching + 1 indicates a strong positive linear
relationship. A reading approaching –1 indicates a strong negative linear relationship.
C D E
In our example, the correlation value 0.962. T his indicates that the sets are positively correlated (as the value of
one goes up, the value of the other also increases). It is important to remember that data can be correlated but
not related. For example, the stock market may follow a similar line to that of the w ins or losses of a professional
sports team.
RATIO ANALYSIS
Financial Ratios
Financial ratios are relationships between financial numbers as of a specific point in time, ty pically obtained
from the organisation’s financial statements. T he ratios can be interpreted to prov ide insight and understanding
of an organisation’s liquidity, solvency, asset management, profitability and payout policies. T here are five major
categories of ratios:
Liquidity Ratios
Liquidity ratios indicate an organisation’s ability to meet current obligations w ith various current assets.
Lean Management, Best Practices, and Turning Data into Knowledge 167
T he liquidity or current ratio is calculated by div iding the current liabilities into the current assets:
T he current ratio is probably one of the best know n but often underutilised ratios. If a company falls below a
1.0 ratio, the company w ill most likely have difficulty pay ing creditors over the coming year. T his chapter also
highlights the use of the Almanac of Business and F inancial Industrial ratios to add further meaning to current
ratio analysis. For example, the Almanac can identify current ratios by industry and organisation asset size as
well as contrast current ratios by organisation profitability.
One major implication of being a current asset is that it can be liquidised or converted into cash in the normal
course of business (for example, accounts receivable collected or inventory sold).
Due to the potential difficulty of converting inventory accounts receivable (and then cash), there is a secondary
ratio called the “Quick Ratio”. T his ratio represents the components of the current ratio w ithout including
inventory. If a company’s current assets contain a large amount of inventory, the quick ratio might be
significantly low because the organisation is inventory- dependent. As a result, the organisation could be in
jeopardy of hav ing liquidity problems if the inventory is not sold.
Another ratio that the author likes to use is “Days Cash on Hand”. T his represents the number of days of cash
expenses that the company can cover should some serious business interruption occur in the business.
Note: the reason that A/R is excluded is due to the potential of customers w ithholding pay ment during times of
great stress on your organisation.
T he Days Sales Outstanding can be compared to the terms offered to the organisation’s customers. W henever
the DSO is greater than the invoice terms offered, the organisation is extending credit to the customer.
Unfortunately, this is ty pically done w ithout realising that credit is being extended.
Inventory turnover is calculated in a similar fashion. T he organisation should strive to turn the inventory as
quickly as possible. Increased turnover w ill result in lower carry ing costs. To reduce inventory costs and increase
inventory turnover, the organisation should adopt lean management techniques.
Inventory turnover can also be show n as number of days of inventory on hand as follows:
One of the most common leverage ratios is the debt ratio and it is calculated as follows:
W hen the debt ratio is close to 1.0, the organisation has very little equity and is highly leveraged.
Lean Management, Best Practices, and Turning Data into Knowledge 169
Another ratio, debt- to- equity displays the reliance that an organisation has on outside equity versus retained
equity:
It is a good practice to track both ratios. If the organisation has debt covenants w ith the bank, these ratios may
be part of the covenants. A bank’s covenants may also require the interest coverage ratio. T his ratio identifies
how well the firm’s earnings w ill cover interest pay ments. T he ratio is calculated as follows:
Profitability Ratios
Profitability ratios are used to demonstrate the organisation’s capacity to generate profits. T he most common
profitability ratio is the Gross Profit Margin and it is calculated as:
Another profitability ratio, return on assets, measures profitability earned from the total investment in the
organisation assets and is calculated as follows:
R eturn on equity measures the net income of the business as a percentage of shareholder equity retained in the
business.
• A reference point is needed. To be meaningful, most ratios must be compared to historical values of the
same firm, the firm’s forecasts, or ratios of similar firms.
• Most ratios by themselves are not highly meaningful. T hey should be v iewed as indicators, w ith several of
them combined to paint a picture of the firm’s situation.
• Y ear- end values may not be representative. Certain account balances that are used to calculate ratios may
increase or decrease at the end of the accounting period because of seasonal factors. Such changes may
distort the value of the ratio. Average values should be used when they are available.
Ratios are subject to the limitations of accounting methods. Different accounting choices may result in
significantly different ratio values.
Balance Sheet
Current Assets
PP&E
Continued on p. 172
Lean Management, Best Practices, and Turning Data into Knowledge 171
HISTORICAL INFO. 2004 2003 2002
Other Assets
N/R $ 307,362 $ 75,055 $ 75,105
N/R related Parties $ 31,878 $ 30,000
Goodwill $ 593,581
Non-compete $ 229,168
Deferred Tax Asset
Total $ 1,161,989 $ 105,055 $ 75,105
Current Liabilities
Notes Payable $ 12,372,373 $ 7,448,824 $ 5,116,721
Current Maturities LT $ 103,950 $ 64,621 $ 263,394
Current Mat. Lease $ 302,994 $ 223,980
Current Mat. Non-compete $ 83,333
Inventory Financing $ 2,902,500 $ 2,204,000
A/P $ 7,452,766 $ 3,920,335 $ 3,593,901
Accrued Expenses $ 778,238 $ 655,038 $ 525,350
I/T Payable $ 1,169 $ 0 $ 289,581
Long-Term Liabilities
Income Statement
Operating Expenses
Other Income/Expense
Lean Management, Best Practices, and Turning Data into Knowledge 173
HISTORICAL INFO. 2004 2003 2002
DUPONT CALCULATION
Many indiv iduals are not familiar w ith a tool called the DuPont model. It is helpful to consider this model in
broad terms as it applies to the financial results of the entire organisation. T his model was established many
years ago but still has practical value. T he DuPont model can be thought of as a return on investment model.
T he reason we consider it is that, through the model, we can see the interaction of revenue and expenses as well
as capital and working capital decisions and their role in profitability. In figure 5-10, note that the return on
investments is a function of the profit margin as multiplied by asset turnover. In essence, it is the relationship
between profitability from the financial statements and assets employed (assuming all assets on the records
are utilised) to generate those profits. Also, note that the assets employed play a significant role in profitability
analysis. It is easy to focus on income statement profitability issues and ignore balance sheet impacts on
profitability. T he return on investment is both a function of net income and assets employed.
+
+ +
Inventory
Accounts
receivable
+ Return on
Operating X investment
Cash and income
equivalents
—
Operating Earnings before
Profit margin
expenses interest and tax
+ +
Non-operating Operating
income income
Other
$1,161,989
SUMMARY COMMENTS
T he preceding financial analysis using business and financial ratios and norms prov ides a way to assess a firm’s
strengths and weaknesses. Using data from the balance sheet and income statement, various ratios can be
calculated. T hese ratios can then be compared to those of competing firms of vary ing sizes. T his process can be
enhanced by comparing the company’s operating results w ith those of competitors or the industry as a whole
w ill help to identify relative strengths and weaknesses. Comparing changes in a firm’s ratios over time can
highlight improvements in performance or problem areas needing attention.
For an additional resource to increase profitability, see the list of profit enhancers in appendix C of this book.
Lean Management, Best Practices, and Turning Data into Knowledge 175
Endnotes
1 “W hat is 5S All About?” Quality Training Portal. 10 El-Homsi, Anwar and Slutsky, Jeff L. Corporate
Accessed February 9, 2014. w w w.quality training Sigma: Optimizing the Health of Your Company with Systems
portal.com/resources/5S/what_is_5s.htm. Thinking. New Y ork: Taylor & Francis Group, 2010.
2 Portions of this section are adapted from 11 Land, Susan et al. Practical Support for Lean Six
Scodanibbio, Carlo. “Lean Disciplines: Achiev ing Sigma Software Process Definition Using IEEE Software
Quick Change- Over”. Accessed February 5, 2014. Engineering Standards. W iley, 2008, p. 218.
w w w.scodanibbio.com/site/access/homeaccess/56d.
html. 12 Bedaux, Charles. “K aizen”. Accessed February 9,
2014. w w w.bedaux.com/com/bedaux/kaizen.php.
3 “W hat is the T heory of Constraints?” Focused
Performance. Accessed February 9, 2014. w w w. 13 K aizen Blitz Events Deliver Quick Sav ings,
focusedperformance.com/toc01.html. Manufacturing Info, http://businessknowledge
source.com/manufacturing/kaizen_blitz_events_
4 “ValueStreamDesigner—Value Stream Mapping deliver_quick_sav ings_000299.html (accessed
Software”. Automated Learning. Accessed February 9, February 9, 2014).
2014. w w w.automatedlearning.com/products/vsd.
cfm. 14 “PILL AR 7—Office TPM”. TPM 8 Pillars. Accessed
February 9, 2014. http://tpm8pillars.blogspot.
5 Duffy, Roberta. “T he Future of Purchasing and com/2010/07/pillar-7- office- tpm.html.
Supply: Demand-Pull Possibilities”. ISM Publications
and News. Accessed February 5, 2014. w w w.ism.ws/ 15 “Serv ice”. MP Limited. Accessed February 9, 2014.
pubs/content.cfm?ItemNumber= 9724. w w w.mplimited.co.uk/Serv ice%201.htm.
• HealthSouth Corp.
• Enron
• Peregrine Financial Group
• Tyco International
• WorldCom
• Bernard L. Madoff Investment Securities LLC
• Adelphia
W hy should controllers be concerned? A controller must understand professional guidance, human behav iour,
and overall risk to safeguard the organisation. A controller must be a proponent of ethical corporate and
personal behav iour. In addition, he or she must exercise professional scepticism, unbiased judgment, and
corrective actions when necessary. It is necessary to create policies and procedures that support an ethical
culture. Maintaining the corporate conscience should be a key responsibility of the CEO and the board.
Occasionally, the controller may need to pick up the ethical “leadership banner” when the CEO or board does
not. Ethical behav iour must be expected of all shareholders, stakeholders, employees, customers, and vendors.
Controllers that are members of the AICPA are also subject to the Code of P rofessional Conduct.
Mission
T he Committee of Sponsoring Organizations’ (COSO) mission is to prov ide thought leadership through the
development of comprehensive frameworks and guidance on enterprise risk management, internal control
Vision
COSO’s v ision is to be a recognized thought leader in the global marketplace on the development of
guidance in the areas of risk and control which enable good organizational governance and reduction of
fraud.
History
COSO was organized in 1985 to sponsor the National Commission on Fraudulent Financial Reporting, an
independent private- sector initiative that studied the causal factors that can lead to fraudulent financial
reporting. It also developed recommendations for public companies and their independent auditors, for
the SEC and other regulators, and for educational institutions.
T he National Commission was sponsored jointly by five major professional associations headquartered in
the United States: the American Accounting Association (AAA), the American Institute of Certified Public
Accountants (AICPA), Financial Executives International (FEI), T he Institute of Internal Auditors (II A),
and the National Association of Accountants (now the Institute of Management Accountants [IM A]). W holly
independent of each of the sponsoring organizations, the Commission included representatives from
industry, public accounting, investment firms, and the New Y ork Stock Exchange.1
COSO created a framework that is illustrated by the COSO cube as show n in figure 6-1.
e
g
nc
ia
rt
ra
m
Re
Operating Unit
Function
Risk Assessment
integrated components of internal control:
control env ironment, risk assessment, control
Control Activities activ ities, information and communication,
and monitoring activ ities. T he framework
Information & Communication continues to be adaptable to a given
organisation’s structure based on internal
Monitoring Activities controls from an entity, div isional, operating
unit, or functional level, such as for a shared
serv ices centre. Finally, the important role of
management judgment in designing, implementing, and maintaining internal control, as well as assessing its
effectiveness, is retained.
T he control env ironment is the level of control consciousness of the people who make up an organization.
COSO calls the control env ironment “the foundation for all other components of internal control,
prov iding discipline and structure.” T he control env ironment is the integrity and ethical values
demonstrated by the people of an organization.
T he ethical env ironment of a business is, of course, influenced by the attitude show n by the board and
senior management. If the board communicates that ethical behav iour is expected and is to be taken
seriously, there is a greater chance that management and the employees w ill take it seriously, too.
Control Environment
Risk Assessment
Control Activities
T he follow ing clauses, from the aforementioned text, are applicable to ethics. T he focus was on business risk
issues that were related to ethical lapses.
First let us look at the definition of fraud stated in Managing the Business Risk of F raud.
Fraud is any intentional act or omission designed to deceive others, resulting in the v ictim suffering a loss
and/or the perpetrator achiev ing a gain.
All businesses are subject to fraud risks. Large frauds have led to the dow nfall of entire businesses (Enron,
WorldCom), massive investment losses (Madoff, Peregrine), significant legal costs, prison time of key executives
(Shilling, Ebbers, Sullivan, Madoff), and erosion of confidence in capital markets. Publicised fraudulent
behav iour by key executives has negatively impacted the reputations, brands, and images of many businesses
around the globe.
T here are many regulations that outline management’s responsibility for fraud risk management such as:
Reactions to recent corporate scandals have led the public and stakeholders to expect businesses to take a “no
fraud tolerance” attitude. Good governance principles demand that an organisation’s board of directors, or
equivalent oversight body, ensure overall high ethical behav iour in the organisation, regardless of its status as
public, private, government, or not-for-profit; its relative size; or its industry.
1. T he board’s role is critically important because historically most major frauds are perpetrated by senior
management in collusion w ith other employees.
2. Organisation stakeholders have clearly raised expectations for ethical organisational behav iour.
Meanwhile, regulators worldw ide have increased criminal penalties that can be lev ied against businesses
and indiv iduals.
3. T he board of directors should ensure that its ow n governance practices set the tone for fraud risk
management. T he board ensures that management implements policies that encourage ethical behav iour
and allow for the reporting of observed unethical concerns from employees, customers, vendors, and
other third parties.
W hen designing fraud awareness programs, management should consider who should attend, frequency and
length, cultural sensitiv ities, guidance on how to solve ethical dilemmas, and delivery methods.
An organisation’s HR group is often responsible for developing and prov iding training on fraud risk
management programs including the codes of conduct and ethics, what constitutes fraud, and what to do when
fraud is suspected. T he effectiveness of this training is dependent on mandatory attendance, periodic updates
and refresher sessions.
To preserve the integrity of the whistle- blower process, it must prov ide a means of reporting suspected fraud
that involves senior management, possibly reporting directly to the audit committee. A single case management
system should be used to log all calls and follow-up. T his case management system becomes the business w ide
tracking system to: facilitate management of the resolution process, testing by internal auditors, and oversight
Periodically, the whistle- blower process should be independently evaluated for effectiveness, including
compliance w ith established protocols. W histle- blower hotlines may not be legal or ethical, or may be subject to
restrictions in some countries outside the United States.
MEASUREMENT
T he business should establish measurement criteria to monitor and develop fraud detection. T hese measures
should be prov ided to the board on an ongoing basis.
W hen considering any action, it is w ise to ask, w ill the action build trust and credibility for ABC Co.? W ill it
help create a working env ironment in which ABC Co. can succeed over the long term? Is the commitment I
am making one w ith which I can follow through? T he only way we w ill maximise trust and credibility is by
answering “yes” to those questions and by working every day to build our trust and credibility.
ABC Co. is an equal employ ment and affirmative action employer and is committed to prov iding a workplace
that is free of discrimination of all ty pes from abusive, offensive, or harassing behav iour. Any employee who
feels he or she is experiencing harassment or discrimination should report the incident to his or her manager or
to the human resources department.
ABC Co. w ill investigate all reported instances of questionable or unethical behav iour. In every instance
where ev idence of improper behav iour is found, the business w ill take appropriate action. We w ill not tolerate
retaliation against employees who raise ethics concerns in good faith.
To make our code work, managers must be responsible for promptly addressing ethical questions or concerns
raised by employees and for taking the appropriate steps to deal w ith such issues. Managers should not consider
employees’ ethics concerns as threats or challenges to their authority, but rather as another encouraged form of
business communication. We want the ethics dialogue to become a natural part of daily work.
Proprietary Information
It is important that we respect the property rights of others. We w ill not acquire or seek to acquire improper
means of a competitor’s trade secrets or other proprietary or confidential information. We w ill not engage in
unauthorised use, copy ing, distribution, or alteration of software or other intellectual property.
Selective Disclosure
We w ill not selectively disclose (whether, in one- on- one or small discussions, meetings, presentations, proposals,
or otherw ise) any material non-public information w ith respect to ABC Co., its business operations, plans,
financial condition, results of operations, or any development plan. We should be particularly v igilant when
making presentations or proposals to customers to ensure that our presentations do not contain material non-
public information.
Determining whether a conflict of interest exists is not always easy to do. Employees w ith conflict of interest
questions should seek adv ice from management. Before engaging in any activ ity, transaction, or relationship
that might give rise to a conflict of interest, employees must seek rev iew from their managers or the human
resources department.
Customary business entertainment is proper; however, impropriety results when the value or cost is such that it
could be interpreted as affecting an otherw ise objective business decision.
Employees w ith questions about accepting business courtesies should talk to their managers or the human
resources department.
Except for our government customers, for whom special rules apply, we may prov ide non-monetary gifts
(business logo apparel or similar promotional items) to our customers. Further, management may approve other
courtesies, including meals, refreshments or entertainment of reasonable value prov ided that:
• T he practice does not v iolate any law or regulation or the standards of conduct of the recipient’s
organisation.
• T he business courtesy is consistent w ith industry practice, is infrequent in nature and is not lav ish.
• T he business courtesy is properly reflected on the books and records of ABC Co.
Employees should inform the v ice president of human resources and compliance if they learn that information
in any filing or public communication was untrue or misleading at the time it was made, or if subsequent
information affects a similar future filing or public communication.
All corporate records must be true, accurate, and complete, and business data must be entered promptly and
accurately in our books, in accordance w ith ABC Co.’s and other applicable accounting principles.
We must not improperly influence, manipulate, or mislead any audit, nor interfere w ith any auditor engaged to
perform an independent audit of ABC Co.’s books, records, processes, or internal controls.
Accountability
Each of us is responsible for know ing and adhering to the values and standards set forth in this code and for
raising questions if we are uncertain about business policy. If we are concerned whether the standards are
being met or are aware of v iolations of the code, we must contact the human resources department. We take
seriously the standards set forth in the code, and v iolations are cause for disciplinary action up to and including
termination of employ ment.
Integral to our business success is our protection of confidential business information, as well as non-public
information entrusted to us by employees, customers and other Business Partners. Confidential and proprietary
information includes such things as pricing and financial data, customer names/addresses or non-public
information about other companies, including current or potential suppliers and vendors. We w ill not disclose
confidential and non-public information w ithout a valid business or legal purpose and proper authorisation.
Generally, we w ill not use business equipment such as computers, copiers, and fax machines in the conduct
of an outside business or in support of any religious, political, or other outside daily activ ity. Solicitation of
business employees by non- employees is prohibited at all times. Solicitation by an employee of another employee
is prohibited, while either the person doing the soliciting or the person solicited is on working time and or
business property. Distribution of materials by employees in work areas or on working time is prohibited.
In order to protect the interests of the ABC Co. network and our fellow employees, we reserve the right to
monitor or rev iew all data and information contained on an employee’s company- issued computer or electronic
dev ice, the use of the Internet or ABC Co.’s intranet. We w ill not tolerate the use of business resources to create,
access, store, print, solicit, or send any materials that are harassing, threatening, abusive, sexually explicit, or
otherw ise offensive or inappropriate.
Compliance
Compliance w ith these principles is a necessary element in our business success. Our compliance committee
is responsible for ensuring these principles are communicated to, understood, and observed by all employees.
Day- to- day responsibility is delegated to all management members who are responsible for implementing
these principles, if necessary, by prov iding more detailed guidance. Assurance of compliance is monitored and
reported each year. Compliance w ith the code is subject to rev iew by the board and subject to audit rev iew.
From time to time, employees w ill likely have questions as to how this code of ethics and business conduct apply
in particular situations. We expect all employees w ith such questions to discuss the exact circumstances w ith
our v ice president of human resources and compliance. Should the v ice president of human resources and
compliance be uncertain about what actions should be taken to ensure compliance w ith this code of ethics and
business conduct, he or she w ill obtain further guidance by consulting w ith the compliance committee.
As a member, Linda has a responsibility to the company’s external accountants. She is required to be candid in
disclosing the communication received from the SEC. In addition, Linda may not sign documents containing
materially false and misleading information. Linda could potentially be in v iolation of Rule 102 as supported
by Interpretation 102-1—Knowing misrepresentations in the preparation of financial statements or records, and
Interpretation 102-3—Obligations of a member to his or her employer’s external accountants.
Dale did not exercise due professional care and had a responsibility to obtain sufficient relevant data that would
prov ide him w ith a reasonable basis for his conclusion. Dale could potentially be in v iolation of Rule 201—
General standards of the AICPA Code of P rofessional Conduct.
John cannot express, in w ritten communication w ith the SEC, which the financial statements are in accordance
w ith generally accepted accounting principles and are free of material errors when he knows that his statement
is false. As a member, John could be potentially in v iolation of Rule 203—Accounting Principles of the AICPA
Code of P rofessional Conduct.
Susan may not realise it, but she has a responsibility to comply w ith applicable federal, state, or local laws
regarding the timely filing of her personal tax returns. She could now also be potentially in v iolation of Rule
501—Acts Discreditable as supported by Interpretation 501-7 F ailure to file tax return or pay tax liability.
• Meaning
• Control
• Reward
• Recognition
• Balance
T he author is a TEC Chair. He is a professional facilitator for two CEO groups in southeast W isconsin. TEC
is the largest peer group of CEOs in the world. Between TEC and his consulting practice, the author works
w ith many different leaders in both for profit and not for profit organisations. One concern that ow ners often
share about employees is that they w ish the employees had more of an ow nership approach to the business. T he
author then asks the CEO the follow ing questions about the organisation.
If you were getting slightly uncomfortable w ith the questions, then you begin to understand the w ide valley that
lies between desired behav iour and processes that defeat the ow nership mentality.
To increase productiv ity, profits, and employee satisfaction, a business must understand and meet the needs and
wants of the employee. Hopefully, we are heading out of the recession. If businesses have not gone out of their
way to inspire, comfort, and educate employees during this time of difficulty, employees may be ready to bolt for
the first reasonable employ ment offer that comes their way.
Meaning
Control Balance
Reward Recognition
Meaning
1. Belief in purpose—employees that believe in the mission of the business already have a strong affinity to
purpose. T he reason not for profits can attract employees is that the not for profit is perceived as “doing
good” for a specific community.
Control
1. Responsibility—is the act of completing the assigned tasks or project, for example, the manager that
is charged w ith delivering the serv ice or product in working order by the end of the 3rd month.
Responsibility w ill involve achiev ing milestones or goals.
2. Authority—is the ability to initiate the project, or change the project.
3. Employees get frustrated when they do not have the authority or the responsibility to impact the product
or serv ice. If we want employees to act like ow ners, it is imperative they receive the correct level of
responsibility or authority to accomplish what is expected of them. Great confusion is created when
an employee is charged w ith the responsibility to achieve the target but does not have commensurate
authority to see that the target can be met.
Reward
Pay and bonus by and of itself w ill not suffice in the long run w ithout the other items listed in this section.
1. Pay—an employee must believe that he or she is receiv ing fair compensation for the serv ices rendered. If
the business touts they are # 1 in the industry but its competitors are pay ing higher wages, employees w ill
begin to mistrust their employers.
2. Bonus—bonuses need to meet the same standard of perceived fairness. Inexperienced managers w ill
w rongly believe that a significant bonus can offset mistreatment incurred during the year. T he bonus
effect does not last very long. In some classes, the participants have suggested that as soon as the bonus is
spent the effect is over.
T here are many ways that a business can reward employees. Rewards can be:
• Formal
• Informal
• Special Achievement
• Team Achievement
Employees 193
Box 7-1: Rewarding Employees
Formal Rewards
1. Salary increases. Do not tie salary increases to annual evaluations. Do not give “across the
board” increases. Doing so will marginalise performance and demoralise high producers.
2. Bonuses. Do away with discretionary bonuses.
3. Incentives. Employees will focus what they do on how they get paid. If your business wants
specific performance, then pay employees to achieve that performance.
4. Ownership plans
a. Stock ownership. If you want employees to act like owners, make them owners.
b. Shared profits. If you do not want to share actual ownership, make them “owners” in the
profitability of the organisation.
c. Phantom Stock. Phantom stock is a great tool to incentivise employees to act as owners and
share in the growth of the business without giving up any legal ownership.
5. Anniversary rewards
Informal Rewards
1. Thank-you letters. Employees and others appreciate thank-you comments of all kinds so long
as they are personalised, sincere, and speak to specific activities. Otherwise, these thank-you
gestures will be seen as fake signs of appreciation.
2. Parking spots or special physical positions. Once special spots are given to employees, do not
allow “non-winners” to use the special spots. Doing so will discredit the award and you as a
manager.
3. Small gifts. Take the time to choose a gift that the other person will appreciate. A gift that seems
purchased carelessly or hurriedly will have a negative effect upon the recipient.
4. Time off. If an employee is given time off, ensure that he or she does not have to make up the
work from the day off!
5. Special event tickets. Not everyone appreciates the same special events. Some employees will
prefer opera tickets over football tickets, for example. Also, free tickets to a losing team game
may not be appreciated.
6. Company logo sportswear including hats, shirts, jackets, etc.
7. Gift certificates. A reward could be a certificate for dinner at a restaurant or a certificate to
obtain merchandise that the employee values (perhaps from a corporate-sponsored award
catalog.)
8. Attend a training course. Consider allowing the employee to choose a training course regardless
if it is directly job related or not.
9. More challenging assignments.
Team Achievement
1. Group outing—dinner, play, or another activity. Before awarding the trip, run up a trial balloon
to ensure the event is well received. The wrong event can backfire.
2. Monetary award to team to develop office setting or environment. With very few guidelines, let
the team decide for itself how to spend the money.
3. Monetary award
4. Apparel with team achievement—limited distribution shirts. Ensure that only team members can
obtain the shirt. If it becomes popular, have annual “series” of the shirts. In this way, people can
always reflect on the achievement that the shirt represented.
As a final note, do not confuse draw ings w ith job productiv ity. If a part of the job is to deliver special results that
qualify a participant for a draw ing, the person is not rewarded for his or her performance. In addition, it is then
possible for someone to w in the draw ing w ith lesser involvement due to the nature of games of chance.
Recognition
T here is no better way for management to show gratitude than sincere public appreciation for work well done.
T he effect can be prolonged if the remembered event can even be woven into the culture of the business and
become a routinely shared “historical story”.
Recognition ties to the overall purpose of business, reinforcing the purpose, the mission of the business is
essential. If the reinforcement of an employee’s act or serv ice can be tied to the overall purpose, the event takes
on greater importance to the organisation, person, and other employees.
Handw ritten thank-you notes show that management took the time to recognise the significance of an employee.
Consider sending a handw ritten note to the family acknowledging a job well done. Employees are less apt to
leave a business when encouraged and complimented on their success.
Employees 195
Balance
If an employee is hav ing difficulties at home, he or she w ill bring the problem into the work setting. T herefore,
the business should do its best to balance the work needs so that it is not creating strife at home that w ill
eventually bounce back in the work setting.
People also need recreation such as hobbies. A burned out person is not helpful. Employees must have outside
activ ities to re- energise themselves. An employee that never vacations is similar to a car that does not have its oil
changed: an engine “seize up” is in the future.
1. Determine staffing strategy for the future. It is important that the controller be involved w ith the strategic
planning phase of the business. T he controller should determine the staffing levels necessary to execute
the accounting department duties. In addition to the staffing levels number, the controller should
determine the skill level for each person.
2. Determine how to identify candidates. T he controller must select the various methods of recruiting
indiv iduals for current and future needs. As a consultant, the author is amazed at how many business
leaders question how and where they should find good employees. T hat question and the process should
be something that is dealt w ith when the business analyses a strategy. It should not be left to the moment
when someone must be hired. However, keep several rules in mind when interv iew ing candidates. T he
first rule is to use experienced- based interv iews. Candidates who describe how they reacted to problems
or opportunities in the past w ill most likely act in a similar fashion in the future. Do not guess how
employees w ill react. Find people that have accomplished that which you need. T he second rule is to take
advantage of personality profiles. In chapter 6, we discuss the use of the Culture Index. Profiles are not
to be used to hire or fire indiv iduals, but rather to gain greater insight into the indiv idual.
3. Develop leadership qualities. Once you’ve made an investment in hiring an employee, think of that person
as a valuable tool. If you do not maintain it, it w ill fall into a state of disrepair. A person in the accounting
department should receive continuing professional education. T hey should receive special leadership
training. Many times, the accounting CPE does not adequately train indiv iduals to be leaders. Y our staff
should have training in understanding, superv ising, and managing people. Understanding people’s
behav iour w ill go a long way to make an employee more successful in your organisation.
4. R etain staff. After investing time in developing a staff member, the last thing an employer wants is the
staff member to join a competitor. Because then, of course, your competitor would reap all the benefits
of the time and money that you invested into this employee. So compensation should be at a level that
makes the employee feel he or she is being compensated fairly and compensated at least as well as his or
her peers. W hen someone does not feel that he or she is compensated adequately, he or she fixates on
this issue. Some unethical employees may find ways to take advantage of your organisation. In addition
to compensation, people want to be recognised. A pat on the back, a handw ritten thank-you note, a
flattering report, and being mentioned in the business newsletter w ill go a long way to make a person feel
worthwhile in his or her job. If you believe a person does not need expressions of gratitude and he or she
PERSONALITY PROFILES
Everyone agrees that quality staff members are wanted for an accounting department. In that light, how do
incompetent and ill-mannered staff members become part of our organisations? Quite simply, we, as controllers,
do not perform an adequate job of recruitment. T his author has heard controllers state on too many occasions,
“We do not have the time to find and interv iew candidates—it gets in the way of the job!” Recruiting and hiring
are two of the most important tasks a controller performs. Jim Collins w rote, “Get the right person on the bus
and in the right seat”. Any thing less exposes the accounting department to inadequate performance. One of
the best ways to develop your hiring skill and quality of hires is to adapt personality profiling to your hiring
process. Supplement traditional interv iew ing skills, which are based on behav ioural questions, w ith personality
profiles.
In this section, we w ill consider three different tools that can be implemented to better understand and qualify
candidates:
Employees 197
Prior to looking at the profiling tools, let’s consider personality profiles from a historical perspective. T he
first recorded analysis of profiles dates back to the ancient Greeks. T he early profiles identified four specific
personality profiles. In modern day, we have come to know these four ty pes w ith the follow ing descriptive
words:
• Driver
• Expressive
• Amiable
• Analy tic
Box 7-2 shows a variety of personality profile products. Note that all of the different personality profiles can be
aligned w ith the original four styles. Consultants have repackaged an old concept w ith new words. One of the
values of looking at the box is that you become proficient and aware of one profile system. T hen you can use
that understanding in apply ing the same concepts to other named systems.
Employees 199
PROFILE TYPE 1 TYPE 2 TYPE 3 TYPE 4
Merrill-Reid Descriptors
Even if your business is not interested in the profile tools to follow, insight to the Merrill-Reid descriptors can
build your hiring and managing skills. Consider the follow ing descriptions for each of the four major categories:
Driver, Expressive, Amiable, and Analy tical.
T he follow ing characteristics are only partial lists for each of the four profiles. In Appendix D of this book, the
lists are expanded. If the reader is hav ing difficulty picking him- or herself out of the abbrev iated descriptions,
please refer to Appendix D.
• Hardworking
• Energetic
• Does not avoid conflict
• Tendency to be brash and aggressive
• K nows what he or she wants and how to achieve it
• Cuts to the point; short and simple
• Quiet
• Sometimes seems indecisive
• Fascinated w ith art, music, and poetry
• Avoids conflict
• Adapts to situations easily
• T hin- skinned
• Usually negative
• Highly observant
• Detail oriented
• Tendency to be extremely critical
• Forms decisions once every fact has been taken into account
Of all the personality ty pes, one is not better than the other. All ty pes complement each other and contribute
to the end result. If there is a challenging task, it is important to involve all of the personality ty pes to have a
successful solution.
Take a moment and think about your management team. How would you classify each of the follow ing
indiv iduals’ personality ty pes?
• CEO
• COO
• CIO
• V P-HR
• CFO
• V P- Sales
Based on your assessment of the indiv idual profiles, what inferences can you make from these profiles about the
way your team operates?
W hat inferences can you make about the team that you need to create to have a successful accounting
department?
Employees 201
A manager can best meet the needs of each personality as follows:
• If the direct report is a Driver, the manager should be sincere and direct in all his or her communications.
• If the direct report is an Expressive, the manager should be friendly, open in communication, trusting,
and empathic.
• If the direct report is Amiable, the manager should show confidence in the employee, and needs to be
honest and trustworthy.
• If the direct report is Analy tical, the manager should be knowledgeable and share information openly.
Conversely, a manager most likely w ill have difficulty in the follow ing situations:
• If the direct report is a Driver, the manager should not give too much or too little direction. W ithout
enough direction, the task may be too vague to be effective; too much direction keeps an employee from
using his or her personal discretion.
• If the direct report is Expressive, the manager should not be closed-minded. T his may suggest that the
manager has only one way of doing things and is unw illing to discuss options.
• If the direct report is Amiable, the manager should strive to express personal concern for the employee.
T he Amiable w ill be upset if the manager does not show personal interest in him or her.
• If the direct report is Analy tical, the manager should not give too much or too little information. T he
Analy tical does not like to be told information he or she already knows or that is irrelevant to the task; at
the same time, he or she does not want gaps in the information that the managers could have prov ided.
T he astute manager should also be able to see the problem that may occur during a staff meeting. If the team
has all different personality ty pes, the messages, and processing of issues w ill be done from all participants’
perspectives. Conversely, meeting everyone’s needs w ill strain the patience of some participants. An appropriate
balance must be achieved based on each person’s profile.
PROFILE TOOLS
Myers-Briggs Profile
Now let’s discuss the first profile tool which is the Myers-Briggs. T he Myers-Briggs profile takes a detour from
the four profiles listed earlier. Carl Jung, the noted psychologist, created the basic concepts of 16 profiles that
later became know n as the Myers-Briggs Profiles. Jung determined that indiv iduals could be classified into the
16 profiles show n in box 7- 3.
T here are a number of resources for you to take your Myers-Briggs profile online. One resource that the author
recommends is the free 72- question test at w w w.humanmetrics.com. Once a person has taken the 72- question
exam, he or she w ill receive his or her four- letter profile. T he profile is invaluable in many different ways. For
example:
1. It can be used to understand how well your profile fits the career that you’ve selected or might select in
the future.
2. It is easier to understand why staff members w ith different profiles do not work well together.
3. It can explain why different people have communication problems. Used correctly, it can create
understanding and improved communication.
4. It can also be used to understand the needs of your boss.
T he author also recommends that these profiles should be given to high school students and college students so
they can have a better understanding of careers that w ill match up to their profiles. Studies have indicated that
approximately 70 percent of all people do not enjoy going to work on any given day. T he author believes this is
due to employees working in jobs that do not complement their personalities. If we establish people on the right
track at the start of their careers, the chances increase of them enjoy ing their jobs more, hav ing greater career
success, and hav ing better lives.
Let’s consider each of the 16 Myers-Briggs profile ty pes and their characteristics.
Employees 203
Box 7-4: Myers Types and Characteristics1
ISTJ ISTP
1. Serious 1. Quiet
2. Quiet 2. Reserved
3. Desires security and peaceful living 3. Interested in how and why things work
ISFJ ISFP
1. Quiet 1. Quiet
2. Kind 2. Serious
6. Stable 6. Faithful
12. Creative
2. Original 2. Reflective
3. Sensitive 3. Idealistic
INTJ INTP
1. Independent 1. Logical
2. Original 2. Original
5. Can turn theories into plans of action 5. Turns theories into clear understandings
7. Competent 7. Competent
8. Structure 8. Quiet
Employees 205
ESTP ESTJ
1. Friendly 1. Practical
2. Adaptable 2. Traditional
3. Action-oriented 3. Organized
ESFP ESFJ
1. People-oriented 1. Warm-hearted
2. Fun-loving 2. Popular
1. Enthusiastic 1. Popular
2. Idealistic 2. Sensitive
5. Great people skills 5. Concerned for how others think and feel
ENTP ENTJ
1. Creative 1. Assertive
2. Resourceful 2. Outspoken
8. Neglects the more routine aspects of life 8. Values knowledge and competence
Can you recognise anyone w ith whom you have had significant positive or negative interpersonal interactions?
If so, why do you think the interactions occurred as they did?
Employees 207
The Caliper Profile
Another personality profile to consider using in your business is the Caliper.2
T he Caliper Profile is an assessment instrument for measuring an indiv idual’s characteristics, potential
and motivation. T his personality test, validated by more than four decades of research, measures over
twenty- five personality traits that their consultants analyse in a variety of combinations to determine how
someone w ill perform in a specific role.
T heir consultants can tell you how someone’s natural traits w ill play out on the job. For example, is a
candidate persuasive, does he or she have strong interpersonal skills, and can he or she handle rejection
well? T he caliper w ill identify if a person is a good problem solver, can be an effective coach, and can
follow through and deliver on commitments. 3
Figure 7-2 is a sample Caliper profile. It lists a variety of characteristics and is also compared to members in the
same group. T his analysis can be very helpful to spot where team members might be different from the rest of
the team.
T he profile has four major areas (each area has numerous categories.)
1. Leadership
2. Interpersonal
3. Problem solv ing and decision making
4. Personal business and time management
Each characteristic shows the group’s range (light grey bar—w ithout test taker) and the person score for the
person who took the profile (single line w ith chart points.) T he use of a tool such as the Caliper can:
Interpersonal
Empathy
Sociability
Gregariousness
Accommodations
Skepticism
0 10 20 30 40 50 60 70 80 90 100%
Problem Solving/
Decision Making
Abstract Reasoning
Idea Orientation
Thoroughness
Flexibility
Cautiousness
Risk Taking
Urgency
0 10 20 30 40 50 60 70 80 90 100%
Personal Organization/
Time Manager
Self-Structure
External-Structure
Urgency
Thoroughness
Risk Taking
Cautiousness
0 10 20 30 40 50 60 70 80 90 100%
Note: Information on this graph is to be used in conjunction with specific work environment information.
Your Caliper account manager and/or written report should always be consulted when interpreting
findings from this graph. Results should not be used as a sole determinant of applicant or employee
suitability.
Employees 209
Culture Index
T he strategic plan is worthless if there are not competent people to plan, execute, and monitor the plan. As a
coach to CEOs, the author has seen the problems that companies encounter, which ty pically have their origins
in people issues. If your business wants to be more successful it w ill ensure that it hires, develops, and retains
the best possible employees. To aid in this process, we w ill consider a tool know n as the “Culture Index”, which
the author has used w ith members of professional CEO groups and has found to be of great value.
Our business nomenclature has been forever changed by Jim Collin’s quote from Good to Great: “Get the right
people on the bus, the w rong people off the bus, and the right people in the right seats”. However, this concept
is necessary to build and operate successful organisations. Hiring the best or “right” person is an extremely
difficult responsibility. T here are two main reasons for this difficulty:
1. T he propensity to hire someone who is not as talented as we are due to our insecurity
2. T he subjective evaluation of potential candidates
It is worth noting that we have no way to record the cost of hiring the w rong person on our financial statements.
Our mistakes are boiled dow n to anecdotal examples. Research suggests that the cost of hiring the w rong
person is three times his or her annual salary.
T he best way to overcome encountering problems is to use an objective tool. Tools, such as the Culture Index,
come into play.
T he Culture Index measures seven work-related traits that are inherent to all human beings, and they are
common to all positions in all companies. T herefore, this allows the hiring managers or human capital decision
makers to compare and contrast proper fit for the work or position set forth w ithin the organisation.
1. Motivation: W hat drives a person? Some jobs require that person to be very self- confident and
competitively driven where other jobs require a person to be a team player.
2. T hinking: How a person gathers information and goes through the decision making process. Some
jobs require a person to be thorough and methodical while other jobs require a person to be very time
sensitive and deadline oriented.
3. Behav iour: How a person does his or her job. Some jobs require a person to work alone while others
need people to work in a team env ironment.
4. Interaction: How a person interacts w ith others. Some jobs require a person to be proactive and decisive
while other jobs need someone who is deferential and accommodating.
Note: T hese traits have nothing to do w ith intelligence, knowledge, experience, or education, but they w ill
define how you apply all of them.
It is necessary to remember that there are no right or w rong answers! T here are simply right or w rong jobs
or positions for people because their traits do not match what is required for ultimate performance and
productiv ity in a specific job.
1. Autonomy—A: freedom from control or influence of another or others. T he ability to determine one’s
ow n direction.
2. Social- ability—B: the relative tendency or disposition to be sociable or associate w ith one’s fellows
3. Pace—C: the speed at which one works either in detailed assignments or overall work style.
4. Conformity—D: acting according to certain accepted standards; compliance w ith formal rules.
5. Energy Units—EU: a metric that determines how much energy (“horsepower”) a given person has to
discharge daily tasks.
6. Ingenuity—I: a metric that quantifies Inventive skill or imagination; cleverness.
7. Logic—L: a metric that quantifies an indiv idual’s deductive reasoning capability.
How are these items measured? A person matches words based on his or her understanding of the meaning of
the words. T he matching process w ill ultimately result in a graphic display of the responses. T hese responses
can then be evaluated to determine if a person is in the “right” position or not. It can also be extremely useful to
companies attempting to place potential candidates in their organisations.
T he first section, titled “Traits”, is a summary of seven work-related characteristics. T hese traits assess who
you are outside of work, or who you are when you are not modify ing your behav iour to meet the needs of your
surroundings. T hese seven work-related traits are inherent behav iours and are ty pically established by ages
8 to 12.
T he Traits summary portion w ill help you and others understand how you make decisions, what your
communication style is like, the pace of the work you engage in naturally and your inclination towards detail
orientation or conformity.
Employees 211
4. T his person does not enjoy comply ing w ith rules and procedures.
5. T his person would be best suited for a consultant position or work that involves a significant amount of
autonomy.
Based on figure 7- 4, which identifies 18 specific ty pes of patterns of indiv iduals, this pattern is best described as
a Daredev il.
If you were assembling a team to work on a project, how could the identification of ty pes be helpful to you?
Y ou can decide what the team needs to accomplish and then decide which profiles are best. For example, if the
organisation needs to take drastic action to surv ive, it would select indiv iduals that were high in “A”—autonomy.
T hese indiv iduals w ill make the difficult decisions. We might also consider selecting someone w ith a high “C”
because he or she w ill work quickly. Let us consider the follow ing real life example which illustrates how the
Culture Index can be used to impact an organisation.
Note: T he reader may w ish to contact Tony Quartaro to learn more about the Culture Index serv ice at
tquartaro@ cindexinc.com. T he author of this book has no financial interest in the Culture Index.)
Employees 213
PERFORMANCE VALUES MATRIX
In addition to the above tools for understanding employees (and job candidates,) consider using the
Performance Values Matrix discussed prev iously in chapter 2. T he Performance Values Matrix is an excellent
resource to improve performance of a direct report of the controller. T he Performance Values Matrix can
be used to evaluate performance, inspire improvement, recognise outstanding performance, and identify
unacceptable employees.
2 w w w.calipercorp.com/.
3 w w w.caliperonline.com/brochures_text/br_profile.
asp.
Employees 215
8
OVERSIGHT OF HUMAN RESOURCES AND
INFORMATION TECHNOLOGY
In recent years, several trends have occurred. Business ow ners have sought to 1) reduce costs and 2) leverage
existing managerial talent. Today’s controller has been in a unique position. Although not officially designated,
controllers are often seen as the “right hand” person to the business ow ner, president, or CEO. T his has
happened for a couple of reasons. First, controllers speak “financial business” that a CEO understands. Second,
controllers appreciate the need to control costs. As a result, CEOs have turned to the controller to oversee
administrative functions such as HR and I T instead of hiring managers w ith specific professional capabilities.
T he continual drumbeat from ow ners to “do more w ith less”. w ill not subside. For the foreseeable future,
controllers can expect to find more non- accounting functions added to their job descriptions. In the follow ing
text, the duties of a controller charged w ith the oversight of HR and I T w ill be explored.
We w ill consider:
• Financial statements
• Transaction processing
• Monthly variance analysis
• Budget preparation
• Annual duties such as audit and tax
A major theme of this book is the ability to spot and recognise trends and their impact upon the organisation.
T his skill is v ital to mov ing from the traditional controller to the business partner. T he ability to recognise
trends is no different whether in accounting or HR. Consider some trends that are affecting the HR function.
Strategic HRM also reflects some of the main contemporary challenges faced by Human Resource Management:
T he Society of Human Resource Managers also identified the 10 overall trends that HR professionals rated as
most likely to have a major impact in the next five years, presented in box 8-1.
It is easy to realise the implications of these trends on the organisation’s workforce. A strategic HR function w ill
be addressing these issues in addition to the compliance and day- to- day processes.
In that instance, employees are v iewed as Source: Greer, Charles R. Strategic Human Resource Management: A
nothing more than “cogs in the machine”. General Managerial Approach. Second Edition. Englewood Cliffs, NJ:
Prentice Hall, 2000.
• Telecommuting
• Relocation of work
• Temporary and part- time workers
• Globalisation of workforces
T he legal env ironment, which is at the same level as Human Resource Env ironment on the flowchart, must be
evaluated for items such as:
Strategy
T he next step is to formulate the HR strategy. T he strategy w ill outline the human resource organisation,
employees, and policies that it desires to achieve. An outgrow th of the strategy formulation w ill be detailed
human resource planning. T he human resource planning w ill involve areas such as workforce utilisation and
employ ment practices. In addition, it w ill be necessary to develop effective reward and development systems to
ensure that a business inspires and develops the workforce so the business can achieve its strategic goals.
T he business then determines the performance impact that it wants to measure. In Chapter 8 of Charles Greer’s
book, he lists seven management practices to consider:
Evaluation
T he final flowchart step is the Figure 8-2: Strategic Typology of Human Resource Activities
overall evaluation of the strategic High Staffing and planning pipeline Performance Enhancement
human resource process to development Consulting
determine if it is achiev ing the Benefits planning Employee relations
Retirement planning Labour negotiations
desired effect in the organisation.
Compliance Executive compensation
Strategic Value of Activity
It is also important to note how items in the lower left hand quadrant have low strategic value but are critical to
the employee. For example, one great piece of adv ice that was given to the author early in his career was, “Don’t
mess w ith an employee’s pay check!” Contrast the lower left quadrant to the upper right quadrant that displays
high strategic value items that are important to the executives. Again, it is necessary to understand the entire
HR function and its components.
Consider the duties associated w ith a human resources function. T here has been an evolution in the HR field.
Traditional HR management techniques have expanded so that businesses now v iew HR practices in relation
to achiev ing strategic goals of the organisation. Strategic human resource management involves the alignment
of traditional HR management techniques and practices w ith the overall strategic goals established by the
management team. T he alignment of the human resource efforts and the strategic goals should develop the
chance of obtaining corporate goals. Traditional human resource management practices involve:
One of the major problems that controllers have w ith administrative functions is that they are already spread so
thin that they do not have the resources to perform the functions. T herefore, the efforts to administer the HR
function w ill focus on pay roll, benefits and compliance processes. Since these areas are not the expertise of the
controller, it is very possible that these processes w ill be performed at less desired levels.
At the strategic level, the main function that needs to be addressed is the supply of adequate staff. If there is not
an adequate supply of qualified indiv iduals, it w ill be difficult for a business to execute its strategic plan. T he
good news is that HR high- level strategy can be discussed, understood and administered w ith the management
team to ensure that there w ill be enough employees to deliver the serv ice or produce the product.
• Pay roll
• Benefits
• Compliance issues
It would not be surprising if the accounting staff hires an HR manager or another accountant to assist w ith tasks
and processes.
Consider the remainder of HR practices as listed. It is easy to imagine how many of the items w ill not be
completed due to a lack of priority as perceived on the part of the controllers department.
Let us examine each of these items in more detail and discuss how a resource- constrained accounting
department can address each of these areas:
• Evaluation of staffing needs—it is necessary that a business rev iew its staffing needs in relation to
available staff in the marketplace. For example, as the country begins a very tepid recovery, the nations’
unemploy ment levels are uncharacteristically high. Twelve to 18 months ago, there were many qualified
employees for job openings across the country. It is becoming more apparent that people are available but
they are not qualified or the most desirable candidates. Employees are the lifeblood of the organisation.
If a business lowers its standards and hires inappropriate people, it decreases the effectiveness, the
profitability, the morale, and overall success.
• Sourcing of staff (permanent and temporary)—the employ ment climate is changing also. Businesses must
be more creative matching the needs of employees to the needs of employers. T he traditional concept
of a 40-hour work week and an 8- to- 5 job has been altered significantly. Companies must be w illing to
explore part- time employ ment, temporary employ ment, long- term part- time, contractual employ ment, and
consultant relationships.
• Establishing job descriptions—most financial managers do not value job descriptions or believe they are
not helpful. T his author recommends that each employee maintain an open document into which he
or she enters all daily processes and procedures. For example, a corporate accountant, at the start of a
process, opens a word document on a shared drive to which everyone in the accounting department has
access. W hen the accountant prepares the monthly bank reconciliation, he or she w ill update the word
document w ith all of the processes and procedures that the reconciliation required. If a business regularly
uses this process to document its procedures and tasks, w ithin a very short time (18 months) all of the tasks
w ill be defined and documented. T his information can be used to redraft job descriptions so they are
meaningful.
• Evaluating staff performance—how should a business evaluate employee performance? Unfortunately,
there are many CPAs (probably even some reading this book) who were not evaluated for the entire first
year of their careers. T his is unacceptable and an indictment against bad management practices. Consider
that the average person in the public school system is evaluated hundreds if not thousands of times v ia
homework assignments, quizzes, tests, and final grades for each of his or her classes. T his person has
received constant feedback on his or her performance up to his or her 22nd birthday. T hen, he or she
enters the work world. If he or she does not receive any feedback in his or her first year, he or she is
confused. In the worst case, if there are performance problems, the accountant may not find out for over
one year! Superv isors who fail to evaluate employees in this fashion should themselves be terminated.
• Vacation hours
• Multiple files
Compensation management and planning technology has evolved in much the same way as other talent
management solutions in the past decade. T he software platforms have become more powerful and more
accessible. Traditional work- around systems such as spreadsheets and home- grow n systems are declining due to
the follow ing:
• Web- based Software- as- a- Serv ice (SaaS) offerings that save HR administrative time prov ide greater
performance, more ease of use, shorter implementations, better security, improved error avoidance and
simpler integration at lower costs
• Abundance of salary information online
• Emergence of more sophisticated talent management strategies
Fully integrated systems when compared to traditional methods can save labour hours and minimise mistakes
making Compensation Management Systems affordable and preferable.
Unfortunately, the key findings from the Workscape research indicate a low level of CMS adoption and
integration. W hile the majority of businesses are using Human Resource Information Systems (HRIS) or
Enterprise Resource Planning (ERP) tools for recording employee information (as their system of record).
Consider the follow ing:
• Almost half are still using spreadsheets or even paper and pen (44.3 percent and 2 percent respectively) for
making and planning compensation rewards.
• In most organisations, the HRIS and pay roll systems are integrated, but only one- third have integrated
HR, pay roll and compensation systems.
• Many businesses (almost one- third) experience difficulty transferring data from their compensation
planning processes to their pay roll systems. About one- third believe their ability to control compensation
management and pay roll changes in a fiscal year is very loosely controlled or completely ad hoc. So slightly
more (about 34 percent) report that their ability to transfer data from their HRIS to their compensation
planning process still depends on a fully manual process. More than one- third of this group describes the
process as “painful”.
• Not surprisingly, given these results, 15 percent of the survey respondents report that errors are either a
problem or a big problem. Perhaps more interestingly, 71.5 percent of the small- to-mid- sized businesses in
the survey (those w ith fewer than 10,000 employees), report that errors are either unmanageable or a big
problem. T his is compared to only 19 percent of businesses w ith greater than 10,000 employees, and just
14.5 percent of businesses of 20,000 employees or more. T his suggests that larger organisations, which are
using automated HRIS/Compensation Management Systems, are finding it easier to achieve a high level of
process simplicity and accuracy. Smaller businesses in the survey are still mostly reliant on manual systems.
• T here was clear ev idence that compared to those that rely on spreadsheets, businesses that use automated
compensation management systems demonstrated significantly better results across every measure of
compensation management tested in the study. For example, they are more likely to have integrated HRIS,
compensation, and pay roll systems, and they experience greater ease of data transfer between the systems.
T hey experience fewer errors and are able to quantify those errors. In addition, they are more likely
to prov ide HR v isibility into the process and offer employees self- serv ice access to some components of
compensation.
Our compensation systems errors are a significant problem. We are twenty separate companies, each
hav ing built its ow n system. Even today there’s not a single system running compensation in this company.
We are in the process of finding a single source. Currently, the systems do not interact; they do not feed
from the same databases. T hings get done on Excel spreadsheets or by hand. I oversee a bonus process
that comes in on one system, and the data has to be hand transferred row- by-row—massive data. Imagine
people sitting w ith rulers looking at printouts and transferring data.
—V ice President of Compensation for a Fortune 500 scientific/engineering/technical applications company
(Note: T he preceding section was excerpted from The State of HR- Payroll- Compensation Integration: 2010
conducted by Workscape, an ADP Company)
If you are interested in outsourcing the HR function, consider the following questions to aid you in the
decision process.
• How many employees are in your organisation?
• Will your business be in growth mode over the next five years?
• How quickly are you looking to transition to an HR-outsourcing arrangement?
• What have you budgeted for HR-outsourcing?
• How much control of private data are you comfortable relinquishing to a third-party provider?
• What examples of success in achieving savings, greater efficiency and strategic goals can the
vendor provide?
• What is the vendor’s track record with handling HR procedures and solutions?
• What resources can a vendor devote to ensuring your needs are met in the long term?
• What level of relevant experience does the vendor have?
• What resources does the vendor commit to keeping up with industry trends and legislative changes?
• Do you feel the vendor is a good fit with your working practices and culture?
Finance executives are not shy in pointing the finger—straight at information technology—to explain
what puts companies at risk for failing to reach objectives. Indeed fully 73% of respondents to a November
survey commissioned by adv isory firm K PMG International blamed finance technology and systems for just
that.
It is clear that the more than 400 global CFOs, finance directors and Controllers surveyed were
exasperated w ith what they perceive to be the roadblocks that I T creates. As proof, more than half the U.S.
respondents called I T systems “out of date and inflexible” and, therefore, offering the biggest barrier to
“improv ing the effectiveness of the finance function”.6
According to new survey research from Gartner and Financial Executives Research Foundation (FERF),
CFOs are “increasingly becoming the top technology investment decision maker in many organizations”.
T he study revealed that 42 percent of businesses reported that their I T department (and, presumably, the
CIO) reports to the CFO, 33 percent to the CEO, 16 percent to the COO, 2 percent to a chief administrative
officer, and 7 percent to other officers. (T his stands in marked contrast to CIO magazine’s 2010 State of the
CIO data, which found that 43 percent of CIOs report to CEOs, and just 19 percent report to CFOs.)
Let us rev iew the overall strategic direction of the business and its relationship to the strategic direction for
the I T department. T he business first develops its v ision. T he business v ision can be thought of by use of the
follow ing question, “W hat does the business want to achieve?” Next, the business creates a variety of strategies,
which if accomplished, fulfils the v ision. Strategies can come in all shapes and sizes. Strategies can involve areas
such as:
Specific tactics can be established for each strategic area. For a business to be successful, it must ensure that all
stakeholders in the business (employees, management team, board of directors and shareholders) are aligned.
W hen these groups are in aligned, the business w ill be focused on the key actions that translate strategies into
the v ision.
As the overall v ision and strategies are developed, the I T department (regardless of reporting structure), must
understand that its role is one of support. T he I T department must connect overall strategy to information
technology resources (and not v ice versa). Unless the business is a technology driven company, I T is a support
serv ice just as human resources and accounting are support serv ices. T his implies that the nature of the I T
department must be serv ice towards the company’s v ision. T his precludes the concept that the v ision of the
business should be I T driven. T his is at the heart of the div ision between I T and Accounting departments. I T
struggles w ith business goals that may not support acquiring the latest technology tools available. T he executive
management team struggles to have products and serv ices that meet the customers’ needs. If the management
team emphasises products and serv ices over information technology, the I T department might feel slighted in
the process. K eep in mind that I T is not ty pically a core management skill of the executive team members. In
some cases, the executive team may even be frightened of I T because they do not understand it. Consequently,
the executive management team and the I T department may have trouble communicating. Management w ill
then v iew requests for I T investments in a sceptical fashion. I T must focus on how the investment in I T serv ices
achieves the overall strategic direction. All investments must be communicated in ways that emphasise how top
line revenue w ill increase, or expense items w ill be decreased. I T must y ield efficiencies or increase revenue.
W hen this ev idence can be show n, management is more w illing to learn how I T can be of serv ice.
T he integration of the I T department w ithin accounting must identify how the I T serv ices w ill support and
leverage existing products and serv ices. W ithout this linkage, the I T efforts w ill be v iewed as unavoidable and
just another piece of overhead.
If the controller is not perceived as effective or efficient w ith current responsibilities, the additional I T
responsibility w ill most likely impact the negative perceptions that already exist.
Studies have show n that CFOs do not act as strategically as their boards of directors or management team would
like them to act. According to the E&Y study—“W hat’s Next for the CFO?”
Globally, almost 1/3 (31%) of respondents to this survey agree that the CFO does not have enough
understanding of the w ider issues that businesses face.
If the CFO or controller is overwhelmed by the current amount of transactions or processes and not able to
spend time on w ider issues, additional duties (the I T department) w ill further reduce the ability of the CFO or
controller to work on strategic issues. T he daily demands for time continue to increase when the overall time
available has not increased at all. In an attempt to meet all the demands, the CFOs or controllers attempt to
manage their workloads w ith broader management techniques that only further dilute their focus on specific
areas.
Consolidating I T into the accounting function creates new duties for the controller. Consider the additional
duties that the controller or CFO must oversee as a result of integrating the I T department w ith the accounting
department. To manage the I T department adequately, the controller or CFO must:
• Prov ide the v ision and leadership for the department. T he v ision must support the overall business v ision.
T he controller also must prov ide leadership for the I T staff. T herefore, it is incumbent upon the controller
to understand complex information, technology and adequately discharge the I T duties (as v iewed and
judged by the I T staff.)
• Prov ide the tactical planning to achieve the I T strategies.
• Prov ide key communication between end-users throughout the business and the I T department. T his also
suggests that the I T department needs to survey its end-users to ensure that I T is meeting their needs.
• Unless the I T department has been outsourced, the controller must ensure that the back- office operations
are adequately discharged on a daily basis. T his involves daily maintenance of the systems including
How much detail should an I T plan contain? T he complexity of the information technology strategic plan w ill
usually depend on the culture of the organisation. Consider the four- quadrant matrix in figure 8- 3.
High
that is informal and has a low level of Action Plan
bureaucracy ty pically w ill not have as
IT Strategic
much patience for complex information in Plan
Bureaucracy
technology plan.
Informal Formal
IT Strategic Plan
Principles
1- or 2-page
Next, we w ill explore the I T formal Back of the
Brief IT
Low
strategic plan. K eep in mind your Envelope
organisation’s culture. If your organisation Strategic Plan
is expecting brev ity, the I T plan can be
completed on the back of an envelope. T he
planning tools should fit the culture—
not the other way around! T he same
underly ing concepts and principles apply to both formal and informal plans. It depends on the amount of detail
and the level of project management.
T he entire purpose of the strategic plan is to establish a course for I T investments to support the overall
v ision of the organisation. Technology should not be acquired for the sake of technology. It should be a well
thought out investment based on the strategic v ision of the overall organisation. In addition to supporting the
organisation’s v ision, the strategic plan must create alignment between the I T department, the management
team, and the end-users of the technology. W hen I T is not functioning to everyone’s satisfaction, there is a
breakdow n in the communication or alignment process. Success w ill achieved be more readily if everyone:
T he executive summary can also include overall goals for the I T department. Consider the follow ing broad
categories and related goals that come from the information technology strategic plan. If the business is a small
business or even a non- governmental organisation, the same concepts w ill apply to their I T plan.
T he scope of the plan is used to set boundaries for both I T and operational departments. Businesses often
operate at cross-purposes. T here can be an overlapping of resources as well as demands causing confusion at the
department level. If the I T department attempts to assert its ow nership over all I T corporate and departmental
operations, it can be a source of frustration for expenditures, systems, decisions, or policies. Operational
departments may not v iew I T as a resource but as a hindrance to their time and budget. T he scope also
establishes benchmarks that drive the information technology plan outcomes and specific time frames. T his can
be very helpful when a business is reactive as opposed to proactive. A reactive business may be w illing to put I T
programs on hold just to deal w ith the latest emergency of the day. A defined scope restrains I T departments
that may exert “scope creep” when it has not been authorised by the management team.
Vision
T he v ision points to where the business wants to be in the future. It is necessary to foster alignment between the
v ision of the overall business and the v ision of I T. T he v ision may stipulate where the business wants to be in
terms of revenue size, employee science, or market size. If this is the case, then the I T department v ision must
be a subset of the v isionary statements. For example, if the business is $50,000,000 in revenue and intends to
grow to $75,000,000 w ithin the next five years, the I T v ision could be to rev ise or update the I T architecture
that supports the grow th of the business from $50,000,000 to $75,000,000 in revenue.
Guiding Principles
Guiding principles are a necessary component of any plan: management, project management, or acquisition
of a business. T he purpose of establishing principles is to create boundaries for a business to move forward
on any given project. T hink of the principles as the “gutters” on a bowling lane. T he gutters ensure that the
bowling ball does not leave the intended bowling lane. Business principles w ill do the same for I T purposes.
Established principles w ill make it easier for I T to execute its plan as well as have end-users and management
team members understand and accept the progress and steps performed by I T. Examples of guiding principles
for an I T strategic plan are:
It is important to note that these principles are not all inclusive. In addition, the statements are examples,
not recommendations. For each item, the opposite position could be stated, and the principle would still be
acceptable. For example, as opposed to say ing we w ill be a Microsoft based env ironment, the principle might be
stated as; “We w ill be a Linux- based operating env ironment”. Alternatively, to “All mobile dev ices w ill only be
Android compatible”, the principle could be “We w ill only use Apple brand mobile dev ices”.
T he important message regarding principles is that it can establish boundaries to control how I T operates and
does business. Again, if the management team and end-users understand these parameters and agree to them,
there w ill be much more harmony and alignment between the I T department and other departments.
Strategic Goals
T his section can be used to reiterate the organisation’s strategic goals. Again, the purpose here is to emphasise
that the overall business drives the strategy, which then dictates the I T strategy. T his can also be used as we
prepare the next section, which is the overv iew of I T goals. If an I T goal does not support one of the overall
operational goals, then it should not be pursued.
Overview of IT Goals
In this section, we w ill introduce how I T goals w ill be identified, monitored and achieved. Each of the I T goals
w ill tie back to the overall organisation’s strategic goals so the alignment can be reinforced.
Performance Measures
In the performance measures section, include the benchmarks that we discuss in other parts of this chapter. I T
benchmarks should be vetted and approved by the management team and end-users. T he benchmarks enable
identification of success as it relates to the information technology strategic plan. If the goals are accomplished
w ithin excepted measurements, the I T plan should have been successful.
Cloud Computing
One of the key considerations for the controller managing the I T function is “How is cloud computing adapted
to our computing env ironment?” Cloud computing dramatically changes the options available to administer
software and systems. W hat is cloud computing? It is the process of utilising on- line servers that you neither
control nor ow n in conjunction w ith software that you neither control nor ow n as a platform for conducting
your business. T here are two major avenues: PaaS and SaaS. PaaS is Platform as a Serv ice—in essence renting
the hardware from the “cloud” or internet. SaaS is Software as a Serv ice—in essence renting software from
the “cloud” or internet. No longer is the data processed and warehoused on servers that are located in an
env ironmentally controlled room in our building.
W hat are the advantages and disadvantages of cloud computing? T he advantages of cloud computing are
numerous. Let’s examine several of them:
1. R educed cost. Prior to cloud computing many businesses needed an env ironmentally controlled room,
dedicated servers, dedicated software, dedicated employees that knew how to administer the network and
the software. W ith cloud computing, the only dev ice needed is one connected to the Internet. In the long
run, renting or leasing serv ices (SaaS or PaaS) is cheaper because significant dollars are not tied up in
capital and operating costs (I T overhead.)
2. Cloud technology. It is paid incrementally. T he business only pays for the cloud computing it uses. K eep
in mind that any business try ing to make money (such as a cloud computing company) w ill pass on its
costs through per unit charges to your organisation. However, the business does not need large capital
expenditures or an as skilled I T staff as if running an internal I T department.
3. Increased storage. T he data demands of a business continue to grow. It is possible that that the business w ill
run out of Data Storage at some point. Online storage can simply be acquired by asking for additional
storage and pay ing the requisite fee. T here are many businesses right now whose business model is
strictly to sell online storage to organisations. One example of this serv ice is the business Carbide. Online
storage companies increase the flexibility of your business, and their serv ice is immediately available.
4. Software maintenance. I T personnel do not need to spend time maintaining software updates. At some
point in your accounting career, you probably experienced the follow ing scenario: it is 5:30 pm on a
Friday afternoon and you need to finish month end reports to avoid coming into work on Saturday. All
of a sudden, a note pops up on your computer screen from the I T department. It says, “Everyone must
log off the system so that I T can perform system maintenance”. T his intrusion means that the accounting
staff w ill have to come back to work on Saturday. One great benefit of cloud computing is that all of the
software updates are now handled outside of the organisation. T hese updates ty pically do not interrupt
your normal cycle as they have done in the past.
5. F lexibility. Cloud computing systems are very flexible. It is easy to add “software seats” or expanded
modules.
Gartner’s survey 8 highlighted the 10 Top Business and Technology Priorities for 2012 as show n in box 8- 3.
Deloitte released its top technology trends for 2012 report entitled “Elevate I T for Digital Business”.9
T he Tech 2012 report identifies 10 trends broken dow n into two separate groups. T he groups are disruptors
and enablers. Disruptors are technologies that can create sustainable positive disruption in I T capabilities,
business operations and sometimes even business models. W hile Enablers are technologies in which many CIOs
have already invested time and effort, but which warrant another look this year because of new developments.
1. Social business—Collaboration, communication, and content management between a business and its
customers or stakeholders.
2. Gamification—Gamification is the process of adapting the enjoyable and entertaining world of gaming
into business applications. Gamification can be used in areas such as training, strategic planning,
alternative scenario analysis, or research and development.
3. Enterprise mobility unleashed—Increasing the effectiveness of users w ith mobile technology as they
interact w ith existing systems, access information from the Internet, and enhance their personal
productiv ity.
4. User empowerment—End-user expectations have increased through personal use of technology. As a
result, end-user expectations are also increasing at the place of business.
5. Hy per-hybrid cloud—Relinquishing control of hardware and software to the “cloud”.
1. Big data goes to work—T he volumes of existing data are finally starting to be harvested by complex
analy tical programs that w ill turn that data into knowledge and a profitable competitive advantage.
2. Geospatial v isualisation—As a result of dev ices that have GPS capability, businesses have a new way to
aggregate and to parse corporate information. Information can be harvested from mobile dev ices such
as cell phones; Geo-referenced sensor data from traffic sensors, it can also be taken from streams of
IT BENCHMARKING
W ith the strategic I T direction selected (and aligned w ith the overall corporate goals), benchmarks can be
established. T he I T benchmarks can be used as milestones, daily productiv ity tracking, or exception reporting.
T he goal is to enhance the overall efficiency of the information technology department.
Benchmarking can establish standards for the I T department. T he standards can then be used to judge the
effectiveness of current serv ice levels, track the milestones for upgrading performance, and used as a means of
education to convey the cost and effectiveness of I T operations.
It is important to remember that each business has unique characteristics. Even though there are unique
characteristics, general trends and comparisons can be made. In addition, each business ty pically creates unique
policies and procedures that w ill also impact its benchmarks. Understanding the culture of the organisation,
which includes the organisation’s values and desired level of customer serv ice, is necessary for evaluating
benchmarks. For example, w ill the cost of customer serv ice be higher at a Nordstrom’s or a Wal-Mart? It should
be higher at Nordstrom’s due to the high level of serv ice.
Before the controller embarks on an information technology benchmarking project, the author recommends
that the controller v isit w ith key constituents of information technology processing. Ask those indiv iduals
to identify the key serv ices or benchmarks that they demand from information technology. Acquiring the
customer’s evaluation criteria is helpful for portray ing and evaluating the success of the information technology
department. Too often, this author has seen a w ide disparity between expectations of information technology
professionals and end-users: T hey do not talk the same language nor understand one another. In some cases,
the information technology professional prov ides outstanding serv ice and outstanding quality at a very high
cost. T he end-user may fail to understand the relationship between high- quality information technology and
the end cost. T hus, I T professionals feel that they do not receive support because the business does not invest
1. Speed of system—It is disappointing when the computer operates slowly, or the information coming
over the Internet appears to be extremely slow. It is necessary to understand processing speeds and
transmission of data so that an agreement can be achieved between the end-users and the information
technology professionals as to what is acceptable serv ice levels. Lean techniques can also be applied to
person computers. Sometimes the computers are so slow (due to age) that end-users have find ways to
offset wasted time when the computer is processing information. For example, if workers are not putting
computers into sleep mode at the end of the day, start-up of a “cold” system could easily take five minutes.
T his would be waiting time “waste” in the lean terminology.
2. I T as a percentage of revenue and as a percentage of the cost—T he overall costs of the I T effort can be
compared to either total revenue or total cost. Depending on the nature of the business one metric might
be more appropriate than the other. If the sales of a business are highly tied to the use of information
technology, it may be more beneficial to use I T as a percentage of revenue. However, if I T is a fixed cost
in nature, it may be more appropriate to look at it as a percentage of overall costs. T he decisive factor is
to evaluate the cost using the overall total that is most relative to I T costs.
3. I T as a percentage of specific cost centres, div isions, or departments—Depending on the nature of the
organisation, certain areas may require a much more intensive use of information technology. To allocate
costs across the business w ith a simple allocation basis may be inappropriate. Allocations that do not
recognise the corresponding I T effort may result in misleading information that w ill create a point of
contention w ithin your management team.
4. I T costs per user—Many I T departments w ill evaluate their effectiveness based on the overall I T cost
per end-user. As businesses get larger there are more I T requirements for computer hardware, software
applications and mobile dev ices, an overall blended rate of cost per user might be acceptable.
5. End-users to I T staff—Some smaller businesses may only have one person working on I T issues. Larger
businesses may have large departments w ith tens if not hundreds of employees. One metric that may be
helpful is how many I T users can be supported by one staff member. T he other advantage to this metric
is that it prov ides an indicator when new I T staff needs to be added.
6. I T staff to the number of PCs—A large business that has many different mobile phones, tablets, laptops,
desktops and dumb terminals may need a specific amount of I T staff based on the number of computing
access points.
7. Overall I T cost percentage—T his is similar to the calculation that is referred to in the first metric;
however, there is a management aspect that applies to this concept that is very important. Every
business creates its ow n vocabulary. T he vocabulary also becomes a way that costs are controlled in the
organisation. A grow ing business that can set a cap for I T expenditures and continuously stay below the
cap w ill be highly respected w ithin the organisation. As credibility is gained w ithin the organisation,
trust and respect are earned. It would not be surprising to see I T elevated to a strategic level. Using
appropriate influence, I T w ill have the opportunity to be part of strategic discussions that w ill determine
the overall I T cost. W hen the I T department is trusted, operation’s staff w ill endorse additional spending
on I T projects prov iding they see the benefits and understand how the project supports the operations.
If a business has an iterative information technology development process, there w ill be multiple shortcuts,
home- grow n systems, and inefficiencies built into the system. T he technology might appear as if it has not
been updated over the past years. T he situation ty pically occurs when a business wants to keep costs as low as
possible. In some ways, this methodology reinforces the philosophy that there isn’t excess money to replace
legacy systems. Unfortunately, the other message that is sent is that there are plenty of resources to work
on inefficient or have redundant methods and processes. T herefore, it is necessary that the processes and
procedures related to the I T system be evaluated to ensure that they are lean in nature.
Lean in an I T department is no different from any department. T he main principles are still applicable. T hey
are:
1. Only prov ide serv ices that the customer is w illing to pay for
2. Continuously pursue the relentless identification and elimination of waste
How can lean concepts be applied to your information technology processes? Consider using Lean Information
Technology Serv ice Management as discussed in the next section.
1. Lean I TSM: Prov ides enterprise business serv ices and capabilities, aligned w ith the strategic objectives of
the enterprise, reliably and at a low cost.
2. Value Stream Mapping: A technique used to identify material and information flow through the supply
chain or a sequence of activ ities. Non-value- added time stands out in Value Stream Mapping, thus
prov iding a clear v iew of opportunities for process improvement and transformation.
3. Value Stream Map: T he transformed end- to- end process.
4. Action Plan: Describes how and when improvements are realised through the application of hybridised
Lean problem- solv ing tools. Over time, the steps in the Action Plan become the basis for continuous
process improvements.
5. Lean: A framework of best-practice approaches for evaluating and eliminating waste in operations.
To transform information technology practitioners into lean practices, a business should begin to look at areas
in the I T env ironments that are wasteful. Consider the follow ing questions and how they might be applicable to
your organisation.
W hen hiring I T key staff that w ill report to the controller, do the follow ing:
• Determine the needs of the position including experience level, software and hardware expertise,
certification requirements.
• Source the candidates.
• Have all candidates do an employ ment screening process that includes some personality profile.
• Use behav ioural screening examples.
• For team interv iew ing, include end-users who are not associated w ith an accounting department.
• Determine if the I T person has any concerns working for the accounting department or the controller.
• Hire a person w ith an on- boarding program.
• Regularly monitor and evaluate new employees. Determine new employees business, professional and
personal goals. Create a development training tool to plan an indiv idual’s grow th and education.
• Find an outside group that the I T person can join so he or she has access to other I T resources.
Outsourcing
Consider outsourcing the entire I T department. W hen analysing the overall strategy, is an internal I T function
necessary to the core strategies of the organisation? If not, what would be the consequences if the entire
function were outsourced? If I T is being moved under the direction of the controller or accounting, it is most
likely not a core competency of your organisation. As such, it may be better served to outsource the function.
To help understand this better, consider figure 8- 4. A business that wants to be at the strategic I T level, whether
it is their core competency or not, w ill incur significant financial resources. If I T is v iewed as a support serv ice
function, it w ill be v iewed in a nonstrategic way. A business that has no dollars to invest in I T resources w ill
try to minimise I T costs and offload the responsibility on accounting. If an accounting department absorbs the
I T department, there w ill be additional demands on the limited accounting resources. In this case, the best
course of action is to minimise expenses and consider outsourcing the function. Remember this w ill stretch the
accounting department in multiple directions. T he business w ill have a difficult time making I T enhancements
unless it uses consultants or outsourced prov iders.
$ Invested in IT
High $ Invested
Long-term
planning — major
systems work
Medium services —
Medium $
some long-term
planning but
nothing
extravagant
Basic services —
minimal ability
to do more than
daily maintenance
Low $
3 “ADP Survey Reveals Compelling HR, Pay roll and 8 Deloitte. “Tech Trends 2012: Elevate I T for Digital
Compensation Trends”. ADP. Accessed February Business”. w w w.deloitte.com/v iew/en_US/us/Serv ices/
8, 2014. w w w.adp.com/media/press-releases/ consulting/technology- consulting/technology-2012/
archive/2010-news-releases/adp- survey-reveals- index.htm.
compelling-hr-pay roll- and- compensation- trends.
aspx. 9 W hite, Jack and Chaiken, Scott. “Lean Information
Technology Serv ice Management”. Contract
4 “HR- Outsourcing Buyer’s Guide”. HR World. 2007. Management. May 2008. w w w.ncmahq.org/files/
w w w.hrworld.com/whitepaper/pdf/outsourcing- articles/cmapr08p22.pdf.
buyers- guide_8- 07.pdf
“If you do not change direction, you may end up where you are heading”.—Lao Tzu
T he controller operating as a business manager w ill be responsible for leading change initiatives at multiple
levels of the company. T he changes can be as simple as utilising different accounting procedures, implementing
significant systems and integrating acquired companies. A controller who cannot successfully lead or manage
change w ill operate at the transactional level as opposed to the strategic. A business manager who cannot
facilitate change management w ithin their staff or business w ill not be able to move the business forward. T his
chapter w ill examine project and change management skills and their relation to the business manager.
OVERVIEW
T he env ironment in which businesses compete is constantly changing. Consider the my riad of changes that are
happening today:
W hat changes is your business experiencing? Are they micro or macro changes? Does your business flow w ith
change or is it afraid of change? How do your employees react to change? Is the business mired in bureaucracy
so that it is difficult to change?
It is imperative that all financial managers understand the basis of change management and how to implement
and manage change w ithin their organisation.
A business that is in need of change management may display the follow ing characteristics:
1. Start at the top. All change begins w ith senior management. W hen employees see senior management
demonstrate change, it is easier for employees to buy in. T his author has always recommended that the
best way to lead is by example. Consider this illustration: A business is in a turnaround situation. T he
management team should be assigned lower or least popular jobs/functions w ithin the organisation. T his
action demonstrates that they are w illing to “roll up their sleeves” (the best duty is to have the CEO clean
out the restrooms as opposed to hiring a janitorial crew).
2. Involve every layer. All employees are involved in the change. If the employees feel they have had some
input into the process, they w ill become more w illing to follow and adhere to the change.
3. Make the formal case. It may be easy for top management to see the need for change. Usually this
happens when management keeps important information such as financial information to themselves
and do not share the information w ith other employees of the organisation. Management must share the
major points for the need to change and establish a logical case for a change.
4. Create ow nership. T here is no better way to institute the change than to have employees (other than top
management or ow nership) identify the need for change. T hese indiv iduals may become the champions
for change. T his makes it more believable for the rest of the employees.
5. Communicate the message. Management must continually emphasise and repeat the message of change.
For example, when a business strives to obtain new customers, studies have show n that it may take as
many as twelve touches or interactions to transform a prospective customer into an actual customer.
T his same concept is true as it relates to the change efforts in your organisation. Management must
continually repeat their change message, emphasise the reasons that the change is necessary and outline
the path of change, or the process w ill most likely fail.
6. Assess the cultural landscape. Each business or business has its ow n specific culture. It is foolish
to implement change w ithout understanding how the current culture w ill either accept or reject
the proposed change. For example; a company’s culture is based on constant renewal, continual
improvement, strong research and development efforts, it should implement change easily. On the
other hand, consider a business that rarely changes, has minimal turnover or has not changed due to
competitive forces. It w ill have a more difficult time w ith the change process.
7. Address culture explicitly. Management must first understand the business culture and then address how
the change process w ill impact the culture (including policies and procedures). For example, let’s assume
that a business has had a high level of customer serv ice, and it prides itself on that level of serv ice. It w ill
be important that any change still maintains the high level of customer serv ice. T he real trick w ill be
show ing how different policies and procedures (which may appear in conflict w ith business culture) can
maintain or develop customer serv ice. Employees w ill need to be conv inced how the change fits w ith the
business culture and how the changes w ill support (or detract) from that culture. For example, Midwest
Airlines was know n for “the best care in the air”. T he airline always served fresh chocolate chip cookies
while en route. W hen Midwest was acquired by Republic, they made sure to continue handing out the
chocolate chip cookies.
8. Prepare for the unexpected. Once the change begins, be assured that something w ill not go according
to plan. T his author has been involved in many information system projects. One of his tricks when
implementing software is to guarantee absolute failure. Once the unexpected problem arose (and it
always did), he claimed success at the failure event and then guaranteed that his team would go fix the
problem. T his process addressed the fear that most people have—w ill the I T project fail? By say ing up
Emotion
Integration
Denial
Realisation
Practice
Immobilisation Acceptance
Frustration
Time
1. Immobilisation. T his is the moment of shock when we need time to absorb the change. We may not hear
what people are say ing to us and seem to “phase- out”. In a big change, like bereavement, people can
be in this stage for days. In lesser changes, it can last only a few seconds or minutes. T his has also been
referred to as the “anger” stage.
2. Denial. Here we act as if nothing has changed and carry on w ith life as normal. We may fear failure and
tell ourselves that if we stay as we are things w ill not change. T here may be an upturn in results at this
stage as we begin to apply ourselves.
3. Frustration. T his is where we realise that we have to change our behav iours, but are still struggling w ith
how to do it. We realise that we have to adapt to new skills, knowledge and situations. We may turn on
others at this stage and blame them for our situation. We may start to consider our fears and perceived
losses at this stage.
4. Acceptance. At this stage, we start to let go of the past. We realise that we are going to have to accept the
change and start to consider what we need to do to progress. We w ill consider what skills or knowledge
• Sense of “security”
• Fear of the unknown. Change implies uncertainty, and uncertainty is uncomfortable. Not know ing what
may happen next often leads to heightened anxiety. By resisting change, we try to ignore that anxiety.
• Fear of failure. T he change may require skill and abilities that may be beyond our perceived capabilities.
T here is resistance to try ing a new approach as people fear they w ill not be able to adapt to the new skills
and behav iour that w ill be required of them.
• Disagreement with the need for change. People may feel that the new direction is the w rong direction.
• Losing something of value. All people want to know how the change w ill affect them. If people believe
they w ill w ind up losing as a result of the change, they w ill resist. Always remember “W IFM”—W hat’s in it
for me?
• Leaving a comfort zone. People are afraid to go after what they want because it would force them to
stretch their comfort zones.
• False beliefs. To put themselves at ease and avoid taking the risk, many people fool themselves into
believ ing every thing w ill all work out someday by itself.
• Misunderstanding and lack of trust. People resist change when they do not understand its implications
and perceive that it might cost them much more than they gain. Such situations often occur when trust is
lacking between the person initiating the change and the people involved.
• Inertia. All businesses suffer from inertia to some degree and try to maintain status quo. 3
T he Change Management Leadership Center produces annual “Best Practices in Change Management”. T hese
reports gather data from change management practitioners and business leaders from around the globe to
share findings and examine what works and what doesn’t. Some tactics for overcoming resistance from the
“2005 Best Practices in Change Management” are outlined in the follow ing list.
• Problem. T here must be a recognised reason to change. T he problem must be identified and accepted as a
true problem.
1. Avoid surprises
2. Explain the reasons behind management changes
3. Ask for input w ith potential change
4. Try to increase consistency and predictability
One of the most common errors made by businesses communicating change is that they “tell” people what the
change is and how they should go about implementing it.
People need to understand the reasoning behind change in order to understand why the change is required
and what their role in the change process is. T hey also need the opportunity to be heard and the opportunity
to suggest ideas how change should be implemented. It is critical to the success of the change that people feel
involved from the very start including the initial communication.
In order to communicate change effectively, it is useful to follow a simple procedure, which is outlined here.
Words We Use
Characteristics of people, as it relates to change, have similarities. Consider the follow ing groupings, which are
also depicted in figure 9-2.
Sameness: Want their world to stay the same; dislike change and may refuse to adapt. T hey may accept a
change after ten years only instigate after fifteen to twenty- five years. T hese people notice what is: the same,
identical, what they have in common; perceive things as not changed, traditional, classic and stable.
Sameness with Exception: Like situations to “evolve slowly” over time; need change every five to seven years
would accept an annual change. T hey are often resistant to a major change. T hese people notice what is: better
or worse, more or less; they make comparisons and focus on the trip more than arriving at a destination.
Difference: Love change; want it to be constant and major; like change to be revolutionary and want it every
one to two years. T hey w ill resist stable situations. T hese people notice what is: different, new, transformed, unique,
focus on the destination and ignore the trip.
Sameness with Exception and Difference: T hese people w ill be comfortable w ith both evolution and revolution.
T hey like to change every three years and use both “sameness w ith exception and difference” language.4
One of management’s roles is to prepare employees for change and communicate the change process. Change
cannot be thrust upon a business w ith the expectation that it w ill be successful. T hroughout the process,
management should build the case, create the v ision, and prov ide the tools and emotional support that w ill
result in a successful project.
Any lack of support by the management team can be disastrous to the project. T his also means that
management must free up the time for employees to work on the specific change process. Management would be
mistaken to expect employees to create massive amounts of change and still maintain their existing workload.
T he management team must seek feedback and address any issues. It is important that they listen to both the
successful feedback and the critical feedback. If the business wants to move forward, it must be able to take
critical feedback and demonstrate and be responsive. If the employees believe that management is receptive to
the feedback, more feedback w ill be prov ided. T he moment management dismisses critical feedback from the
employees, the process is doomed. In the future, all that they can expect is to receive lesser and lesser amounts
of feedback.
For a business to ensure that change efforts will be successful, use the following
checklist:
1. Establish a sense of urgency
2. Form a powerful guiding coalition
3. Create a vision
4. Communicate that vision
5. Empower others to act on the vision
6. Plan for and create short-term wins
7. Build on initial success
8. Institutionalise the new approaches
• Indecisive leadership—Employees are aware when the leaders are indecisive. T his indecision can scare
employees. In some cases, employees w ill see reduced risk in changing employers as opposed to continuing
in the change process w ith their existing employer.
• Failure to seek input—Sometimes change leaders w ill go about their task and their responsibility w ith
such seriousness that they do not seek out input from other people affected by the change. T he only time
that seeking input is not appropriate is when a business is operating in a crisis. At that point, using a
crisis model that does not seek input is acceptable. In all other cases, change agents should be soliciting,
listening and giv ing feedback upon the input that they receive from the employees.
• Directive w ithout support—T his is a very dangerous position. Management w ill tell employees that they
need to change, they need to cut costs, and they need to become more efficient. However, management
does not prov ide the tools to train or the support to ensure this happens. In these cases, employees w ill not
pay any attention to the directives and just ignore them.
• Cracks in leadership resolve—Once leadership is uncertain about their direction, they sometimes make
exceptions to the rules of the change process. To some employees this can appear as favouritism. If
leadership does not support the workers, the change process w ill also fail.
• Inappropriate use of consultants—Change must be seen from the top on dow n. Too many times
management w ill abdicate their responsibility by offloading it to a consultant to lead the change process. It
may be very difficult for the consultant to rally employees to follow the change model. Later in this chapter
w ill also look at the pros and cons of using external or internal facilitators or coaches.
• T he dev il in the details—T he change process is not easy. Companies must invest time in tools training and
detailed analysis. If the business is not w illing to focus on details, it w ill not be able to achieve the major
successes of change, and w ill only make smaller impacts on the company.
• Lack of performance measures—W hen a business begins the change process, it must understand the
existing processes in terms of flowcharts, metrics, and other measurements. T hese processes w ill be used
to identify how to be successful and determine if the goals of the business are met.
• Underestimating emotions—One major area that accountants (ty pically) have difficulty w ith is the people
skills necessary to work through the change process. Change w ill be deeply emotional and personal to
many people. T he manager that discounts the emotions that run through their employees w ill not be
successful in the change process.
• Failure to abandon other time commitments—T here must be a significant investment of time to execute
a change process. Many companies w ill not acknowledge the required investment of time and w ill expect
their people to accomplish change management processes at the same time that they still maintain all
of their old existing processes. Employees w ill not have enough time to do their jobs and to create new
change systems.
T houghts create our emotions and feelings which in turn generates our behav iour. Our overall behav iour
results in our attitude. How often have you heard it said, “T hat employee has a negative attitude?”
Unfortunately, this statement happens all too often, and we have many of these people w ithin our organisations.
It is necessary to understand how to work w ith people w ith negative attitudes so that we can help them do a
better job when it comes to making change w ithin the organisation. To properly address this, we must analyse
the major components of thoughts, feelings, behav iour and attitude.
• T houghts—All creation, all value is driven from the dream or thought level of each indiv idual.
• Feelings—Feelings are the result of the thoughts that each of us has. T hese feelings can significantly
hinder the change process. T he real concern is that employees understand that they are responsible for
their feelings and no one else is. For example, sometimes you’ll encounter an employee that w ill use a
statement such as the follow ing “My CEO makes me so angry”. In fact, the only person who can cause you
to be angry is you. W hat is really happening is that you are hav ing a thought that creates a negative feeling
inside of you. T hen you are putting the blame on someone else. One of the best ways to get beyond this
feeling is to confront indiv iduals and make them aware that they are generating their ow n emotions.
• Behav iour—Based on the thoughts and the resulting feelings, the employee w ill then act out w ith a specific
behav iour. T his behav iour can be any thing from very positive to very negative. T he real concern for
change management is that any time behav iour is negative it can be disastrous to the change management
efforts.
• Attitude—Over time this behav iour creates our overall attitude. If you can see patterns in indiv iduals
where the behav iour starts becoming negative, the person might be acting out; he or she might be passive-
aggressive; or he or she might be angry. People fall back to their major attitudes. It may be difficult for
someone to transform his or her negative attitude to a positive attitude.
T he follow ing steps can help change a negative attitude to a positive one: 5
T he checklist questions act as a quick diagnostic by survey ing the critical activ ities in each phase. Neglect in one
or more areas w ill likely cause the change program to suffer.
Create tension
• Is there a clear and compelling reason for adopting this change program?
• Is the objective data needed to conv ince the sceptics available?
• Do people feel the urgency to change?
Harness support
A rticulate goals
Nominate roles
Grow capability
1. Are you using a structured change management methodology for your project?
2. Are you customising your change management plans?
3. Does your approach include a model for how indiv iduals experience change?
4. Does your project have the necessary sponsorship?
5. Are your sponsors prepared and able to fulfil the sponsor role?
6. Have you created an effective communication plan?
7. Have you engaged managers and superv isors in the change management program?
8. Do you have proactive and reactive resistance management strategies and plans in place?
9. Do you have systems in place to gather feedback and measure change adoption?
10. Have you implemented reinforcement mechanisms?
As CPAs, technical skills have been an emphasis in most aspects of continuing education training. In seminars
for the AICPA, the author poses this question, “In your career, have your biggest mistakes been in technical
skills or people skills?” Ninety-nine percent of participants w ill say that the answer is, “People skills”. T he
purpose of this chapter is to help controllers interacting at the board level, peer level and superv isory level w ith
improved communication skills. A controller who can develop daily communication skills, listening skills, and
persuasion skills w ill succeed at high levels w ithin the organisation.
COMMUNICATION SKILLS
Failure to Communicate
One of the most famous mov ie statements comes from the classic mov ie Cool Hand Luke. Both the sheriff and
lead character make the same statement during the film: “W hat we’ve got here is a failure to communicate”.
T his statement is a significant component of the mov ie’s finale. Y ou may have participated in a conversation in
which both parties felt that they were not engaging in meaningful communication.
T he statement “T hey were talking past one another” summarises this ty pe of miscommunication.
Controllers who seek to become business partners must have excellent communication skills. Ernst & Y oung
conducted a study entitled the “DNA of a CFO”. One of the most interesting findings was that CFOs felt that the
• T he purpose of communication
• T he ty pes of communication
• Improv ing listening skills
• Improv ing speaking and presenting skills
• NLP the science of communication
• Managing your boss
Purpose of Communication
W hat is the purpose of communication? Very simply, it is to create new meaning. If conversation participants
were asked, “W hat meaning could you construct from the conversation?” It would challenge people to reflect
on what was said, w ritten, or portrayed through nonverbal or audio communications. It is no surprise that the
meaning that each party came away w ith was not necessarily congruent. Communication is an activ ity; one
person is sending a message and another person is receiv ing and reacting to the message.
It is very important, prior to sending a message, that the sender takes a moment to reflect on what he or
she wants to achieve w ith the message. Many misunderstandings could have been prevented had the sender
thoroughly considered the objective he or she was try ing to achieve. T herefore, at the start or creation of a
message, the sender should identify what conversation he or she wants to occur. W hat is the purpose of the
conversation?
• Inform
• Persuade
• Influence
• Interv iew
• Direct
• Inquire
T he conversation w ill direct the style and tone of the message. It is helpful to keep the follow ing in mind when
preparing business communications. Business communications should be:
• Clear
• Precise
• Brief
• Grammatically correct
• Culturally appropriate
Written Communication
E-mail. Much of daily communication is done by e-mail. E-mail is fast; it can be efficient, and it creates a
historical record. However, emails can be misinterpreted significantly. E-mails fail to convey body language and
tone, and in some cases, have caused much hurt, frustration, and misunderstanding.
Texting. Text messages are overtaking e-mail in popularity. Y ounger generations prefer texting. It can be
fast and efficient, also, but it also suffers from the same concerns as email. In addition, a text message is
usually briefer than an email message and increases the chance for misuse or misunderstanding. Texting has
demolished proper grammar and spelling. Another unfortunate effect of the grow ing popularity of texting is
that some users prefer to communicate by text messages rather than by face- to-face conversation. W hen texting
is the chosen mode of communication, the sender is eliminating a significant channel of the communication
process.
Written reports. T he tactical controller produces a significant amount of reports for department heads, the
management team and possibly even the board of directors. T he tactical controller is worried about getting the
reports produced. T he business partner is worried about adding new meaning to the report.
T here is an established agreement on the components of a message. A person creates meaning from a message
based on the follow ing percentages:
According to Mehrabian, the three elements account differently for our liking for the person who puts
forward a message concerning their feelings: words account for 7%, tone of voice accounts for 38%, and
body language accounts for 55% of the liking.
For effective and meaningful communication about emotions, these three parts of the message need to
support each other – they have to be “congruent”. In case of any incongruence, the receiver of the message
might be irritated by two messages coming from two different channels, giv ing cues in two different
directions.1
T hus, if the sender of the message is rely ing on the e-mail, the text, the report, or the presentation to
communicate, he or she w ill only share seven percent of the intended message. T he chances for misuse and
misunderstanding are high.
Presentations
Both controllers and business partners w ill be asked to deliver presentations. Later in this chapter we w ill
examine the use of PowerPoint as a tool to increase the end user’s understanding of the intended message.
Presentations involve slide shows, flip chart presentations, webcasts, board of director meetings, or large
crowd presentations. T he business partner must concentrate on the message because it w ill be delivered to a
w ide group of indiv iduals. T his means that there w ill be a broader constituency that can have varied interests,
understanding, and expectations of the presentation.
• Audio
• V isual
• K inaesthetic
Daily Conversation
Creating meaning w ill involve conversations throughout the day and w ith a variety of businesses stakeholders.
Conversations can either be formal or informal.
Conversations that involve technology must be handled w ith special care. As mentioned prev iously, w ritten
communication does not prov ide a full spectrum to communicate a message. T he same is true when we start
using technologies such as cell phones and teleconference systems.
In the case of cell phones, we miss the body language. If the person communicating on one end of the
conversation has other items demanding his or her attention, the listener might make w rong assumptions based
on the tone or style that may have been influenced by one of the distractions. W ith a teleconference, we pick
up more of the indiv idual’s intended message. However, we still do not get the entire person, and the message
could be omitting significant components of the intended communication.
Listening
T he final style of communication focuses on the receiv ing end of the message. T he prior characteristics involved
sending the message. T he ability to focus and listen for the meaning and the message is a great skill. Many
people do not have the ability to listen attentively. T heir minds begin to wander, and they start to formulate an
answer or response to the sender’s message. W hen we are formulating responses or interrupting w ith questions,
we detract from the sent message. T here is a biological reason that this occurs. Most indiv iduals can process
400 words per minute. Consequently, most speakers talk at a rate of about 120 words per minute. T he listener
makes a quick conclusion of the content of the sender’s message. Next, the listener formulates a response and
misses the sender’s the full message. As a result, the listener may miss some significant information from the full
message.
Listening
Patience. T he listener must display patience. Speakers can tell when a listener is not attentive and becomes
impatient. T he listener looks at their watch, sneaks a peak at messages on their phone, checks recent emails,
looks bored, or makes gestures that suggest that the speaker should hurry up.
No judging. Silence your brain. Specifically at the start of the conversation, tell your brain to be silent and just
listen. If you find your attention wandering or you are try ing to formulate a recommendation, remind yourself
to be still and then focus on the centre of the message.
Listen with empathy. W hen the listener can exhibit empathy, he or she experiences the issue from the sender’s
perspective. If someone is empathic, he or she w ill feel the emotions of the other person.
Ask great questions. Listening attentively, and then pausing allows the listener to formulate thoughtful
questions. As a business coach, the author listens to a w ide variety of issues and concerns. W hen the person
being coached is finished speaking, and then the author asks a clarify ing question, many times the person
w ill say, “T hat’s a great question”. T he question allows the person to process their ow n issue from a different
perspective. Also, it shows that the listener was pay ing attention and try ing to understand the ramifications of
the discussion.
Check for understanding. Paraphrasing is an excellent tool to ensure that the listener understands the speaker’s
perspective. T his does not mean that you agree w ith the speaker, it just establishes that you understand the
message. It also conveys to the speaker that you’ve received a message from their perspective.
Don’t interrupt. Be careful not to interrupt the speaker. If the speaker has prepared a message as we just
discussed, the speaker is transmitting a message in a fashion or specific way to create an entire meaning. If
the listener is constantly interrupting, this can change the message the sender is try ing to create. In essence,
the formulation or creation of meaning might be altered. Y ou can recognise this example in your daily home
setting. A spouse or significant other desires to tell you about something that happened during the day. Perhaps
you are tired, so you are not thinking about using good listening skills. To make the issue more complex, you
may hear part of the other person’s message and what you hear triggers one of your hot buttons. Y ou are quick
to jump into the conversation w ith your v iew point. At this point, the person says thanks and walks away. Y ou
and the speaker established no meaning or understanding; on the contrary, you probably hurt the relationship.
Speaking
Be encouraging. W henever engaged in a conversation, be as encouraging as possible. If you are discouraging to
the other person, the conversation may suffer or be shortened.
Challenge appropriately. W hen challenging another person in a conversation, be sure to make the challenge
fair, appropriate and open to discussion by the other person. Allow the other person to save face or negotiate.
T his is not to be confused w ith discipline discussions that happen in the workplace. T here w ill be occasions
when the appropriate challenge must be strong, non-negotiable, and have strong consequences. However, this
conversation makes up less than one percent of the conversations in which a controller or business partner w ill
be involved.
Use diction. Speak clearly. Indiv iduals may poke fun at regional accents or speed of speech. However, as long as
the person speaks distinctly and is understood, the message should be clear.
Avoid industry jargon. Controllers take for granted that others have the knowledge that they have gained over
years of experience, and may use acrony ms such as FASB, IRS, LIFO, IFRS, EBID, or EBI T DA when addressing
others. Unfortunately, we may fail to recognise that our listeners may not have the same level of familiarity w ith
what we know that we have gained over the year. We may believe that we have communicated succinctly, when
in fact the recipients of the message are too shy to admit they do not understand what the acrony ms meant. As a
result, no meaning is created, and the message fails.
Use your audience’s language. Understand the language of the audience w ith whom you are communicating.
T he author has had great success in speaking to different groups because he uses their terms and their
understanding. For example, he was addressing a large social serv ice business in which the social workers
believed the corporate offices kept all of the money generated by their programs. T hey had a term for this
money—“pots of money”. W hen the author presented the financial position to the agency, he read the balance
sheet to the social workers and identified specific line items, not w ith accounting terms but as pots of money.
He then explained what the traditional accounting term meant. T he author was overwhelmed at the end of the
presentation when a number of social workers expressed that it was the best financial presentation they have
ever had.
Have respect. Always be respectful of the other party. We come from different backgrounds, religious beliefs,
ethnicities, political v iew points, schools, or families. Nothing can doom a message more quickly than the
recipient believ ing that the message was disrespectful to them. T hat person w ill not be able to focus on the
message, and he or she w ill formulate a response directed at the lack of respect.
Consider the environment. For communication to be successful, the sender must be sensitive to the current
env ironment. If the sender of the message discounts the env ironment, it w ill be treated as a lack of respect as in
the prior example. If the recipient believes the sender does not understand the work env ironment, he or she w ill
not be open to listening to the sender’s v iew point.
PITFALLS IN COMMUNICATION
Follow ing are some topics to be sensitive to when sending messages to other people. T he controller who is acting
as a business partner and is regularly communicating w ith high- level shareholders and executive leaders must
ensure that their communications are appropriate.
Civility. Even if you are verbally attacked during a conversation keep the discussion or presentation civ il. T his
author has seen numerous cases where the person who maintained his or her composure was complimented and
v iewed differently because he or she did not retaliate.
Slang. Use slang words or even regional terms cautiously. Many listeners may discount the message because the
speaker uses the w rong word. Consider the follow ing example: A group of CEOs were listening to a presenter
of a specialized topic. One of the CEOs became angry when the speaker used general terms instead of specific
terms. T he CEO lost the ability to focus on the topic because he fixated on the improper terms. T he rest of the
CEOs in attendance understood what the speaker meant. However, the distraught CEO left the meeting because
he could not listen to the incorrect usage of the words.
Aggressiveness. T here are very few times when aggressiveness is appropriate in a conversation. Also, keep in
mind that different personalities (and cultures) have different interpretations of what aggressiveness is. T he
business partner may believe he or she is as calm and passive as he or she could be, and yet the listeners may
believe the person is overly aggressive.
Don’t assume they know. Do not make the assumption that people understand all the facts or the implications
of the conversation. T his is one of the reasons a good listener w ill ask great questions to identify all of the
aspects of the conversation. In this way, the meaning is created by both parties.
Giving advice. Many people just want you to listen rather than adv ise.
Keep an open mind. Being defensive or argumentative w ill prevent you from considering an opposing v iew.
Avoid one-upmanship. T he listener jumps in w ith a personal tale of woe instead of responding to the speaker
w ith clarify ing questions.
Don’t invalidate feelings. Never dismiss someone’s emotions. Y ou may not agree w ith the emotions but, to pass
judgement on those emotions w ill only serve to shorten the conversation and reduce meaning.
UNDERSTANDING NLP
Neuro-Linguistic programming (NLP) has three aspects:
NLP is a behav ioural technology, w ith guiding principles, attitudes, and techniques. NLP empowers a person to
change, adopt, or eliminate behav iours. In addition, it teaches you how to choose your mental, emotional, and
physical states of well- being.
One of the tenets of NLP is that the map is not the territory. T his can also be v iewed as, “Perception does not
always match reality”. Consider figure 10-1, and then continue reading.
Y
ity
It d
o Uses of NLP
ns
Y
ur o
P e r c e p ti
it y
Yo
Re
t re workings of the human mind; how we think, how we
a ct o develop our desires, goals and fears and how we motivate
io n is n ourselves, make connections, and give meaning to our
experiences.
NLP is like a user manual for the mind, and allows us to use the language of the mind to achieve our specific
and desired outcomes consistently.
W hen you learn NLP, you learn specific skills and patterns necessary to make positive changes, create new
choices, be more effective w ith others, break free of old habits, self- destructive patterns and behav iours, and
think more clearly about what it is you want and how to get it.
In the business setting, indiv iduals can programme themselves and influence others to
One of the simplest ways to identify another person’s dominant perceptual mode is to pay close attention to the
words, phrases, and images he or she uses.
• Visual—Words used, “I see what you mean”, “T his idea looks good to me”, “I want the big picture…we’ll
focus on details later”, and “My point of v iew is…”.
• Auditory—Words used, “Tell me again…I’m not sure I heard you right”, “T hat sounds like a good idea”,
“Let me use you as a sounding board for an idea I have”, “Y es that’s clear as a bell”, or, “Something just
went click in my mind”.
• Kinaesthetic (F eeling)—Words used, “I sense what you mean”, “T hat idea feels right”, “I can’t get a handle
on this concept”, and “He’s the kind of guy who can take an idea and run w ith it”.
Utilising NLP
How can we utilise NLP w ith running a more effective organisation?
• R ead people—It is possible to read a person’s eyes and body language to construct a deeper meaning of the
message.
• Improve communication—Employ ing all three ty pes of communication improves the odds that the listener
w ill interpret meaning closer to the original intent.
• Influence people—We can use tools such as anchors, rapport, pacing, and reframing to help move people to
a desired concept or position.
See figure 10-2 for the standard eye movement directions as mapped out by NLP co- developers John Grinder
and R ichard Bandler.
Visual Visual
Constructed remembered
Auditory Auditory
constructed remembered
Kinesthetic Auditory
digital
Figure 10-2 reflects a right handed person. T he exact opposite applies for a left-handed person.
T he eyes are connected to the brain and can be seen mov ing when searching for information. Y ou have
w itnessed someone preparing to answer a question and noticed that their eyes moved while contemplating a
response. Let us suppose I asked a job candidate, “W hat was your company’s monthly revenue seven months
ago?” I would expect him or her to look to his or her upper left (v isual memory.) If I asked him or her, “How
could I steal from your former employer?” I would expect him or her to look to his or her right to create a v isual
picture of how someone could steal. If he or she looked up to his or her left and then told me of a way to steal,
I would surmise that the person had committed such a theft. T here is a great deal to understanding eye cues
beyond this brief introduction. T he author recommends researching NLP eye cues for more information.
It is important to be aware that this diagram is a general reference. It would be ideal if we could take this map
and know instantly how a person is thinking internally. However, people differ, and not everyone w ill have the
same pattern. Treat this diagram as a starting point only and use your NLP observation skills to ask further
questions.
Continued on p. 274
Source: http://deltabravo.net/custody/body.php
Be careful about reading too much into a single body language sign. Many times a signal is confirmed by other
body language indicators or words that prov ide the complete meaning. In addition to being aware how to read
others, be aware of the body language signals that you are sending. T here are times when a person must be on
guard because his or her body language is revealing information that he or she would rather keep confidential.
Look at the income statement in figure 10- 3. It is in a fairly standard format. T he controller has just distributed
it at the board or management team meeting and is about to comment on the results. W hat happens to the
board members?
• Do they go immediately to the area about which the controller is speaking? NO.
• Do they go to an area w ith which they are familiar? Y ES.
• Has the controller lost them as he or she tries to explain the financials? Y ES.
• Has the exchange of information stopped? Y ES.
• T he controller is try ing to communicate specifics about the income statement, and nobody is focusing on
the same number or his or her explanation!
Powerpoint Dos
• Ensure that the audience understands
the main points of the presentation.
• Understand and meet the needs of the
attendees.
• Purchase a CD of backgrounds and
pictures.
• Put the central point on the screen.
Complement it w ith a picture. Attendees
w ill connect the picture to the point from
their personal framework.
• Prov ide hand- outs of all the slides, so
they don’t focus on taking notes.
Powerpoint Don’ts
• Don’t use a generic PowerPoint
template. T he author recommends
PresenterMedia.com. (He is neither
affiliated w ith nor profits from this
recommendation.)
• Don’t waste the listener’s time.
• Don’t list too many points on one
slide—limit it to five points. Too much information can detract from the presentation and obscure your
point.
To manage your boss effectively, set up an appointment and discuss the follow ing:
• Goals and objectives. Ask for the boss’s formal goals. T hese are the goals that w ill most impact the business
and the compensation of your boss. Ask the boss about the specific business drivers to meet the goals and
objectives.
• Pressures. W hat pressures are placed on your boss? K eep in mind that this question goes beyond
traditional stakeholders and includes personal pressures the boss may be experiencing.
• Strengths. W hat are your boss’s strengths? How can these strengths be used to lead the business to greater
success?
• Weaknesses. W hat are your boss’s weaknesses? How could these weaknesses, if exploited, hurt the
organisation, your boss, and you as a direct report?
• Work style. W hat is your boss’s preferred work style? W hat hours does he or she like to work? Is he or she a
24/7 boss? In addition, w ill your boss expect you to be available on a 24/7 basis?
• Culture. Does your boss’s culture align w ith the organisation’s culture? On numerous occasions, a new
CEO joins an existing business that has a unique culture that is not aligned w ith the CEO’s style. T he CEO
might fight against the existing culture. T he controller/business partner must understand how the CEO
v iews the culture.
For these same items, analyse your style. Create a gap analysis between your boss’s preferences and yours. For
any area show ing a significant difference, determine what is necessary to change so that you and your boss are
in harmony.
• Adopt a management philosophy of “no surprises”. T his message should also be conveyed to the
accounting staff.
• K eep your boss informed of any meetings or interactions w ith the boss’s key stakeholders.
• As discussed in Chapter 1, spend time learning about economic, political, and financial trends. Research
trend information that can be useful to your boss and prov ides insights to the business env ironment.
• Ensure that areas you are responsible for operating smoothly.
• Be w illing to accept additional assignments from your boss. Each time you accept additional duties, make
sure that your boss understands what it is doing to your capacity and your personal life.
• Exchange personality profiles w ith your boss. Spend time talking about the strengths and weaknesses in
each profile and how well your profile complements the boss. If there’s a significant gap any where, discuss
it and put a process in place to minimise any damage due to lack of alignment.
• Ask your boss to define their decision-making process. W ith some bosses, you can present any immediate
idea or suggestion, and they w ill be w illing to act upon it. In other cases, the boss may want to contemplate
the idea or suggestion for a time before taking action. In that case, it may be more important to plant the
seed of the idea w ith the boss and let it germinate.
• Determine how your boss analyses issues. If you know the series of questions your boss ty pically asks,
you can use that question format on any new topic you bring to your boss. In this manner, present the
issue to your boss along w ith answers to your boss’s anticipated questions. In addition, include your
recommendation. In this fashion, you demonstrate that you understand how he or she would analyse the
situation. Done correctly, this process creates trust between two indiv iduals.
CHAPTER 7—EMPLOYEES
• Employees. W hat do employees want? T he text identifies numerous ways that a business can address the
wants and needs of the employees.
• Recruit, retain, and develop. T he controller/business manager w ill not have the time or resources to
operate in the outside circle of the expanded value graph if he or she does not have competent trained
employees.
• Personality profiles. One of the very best ways to improve the quality of hired candidates, the
management of indiv iduals, and the overall communication amongst staff members is to understand each
Summary 283
person’s unique personal profile. Most of the communication errors that employees have w ith one another
are due to the differences in personalities as opposed to any thing else. Consider these specific tools:
◦ Myers-Briggs Profile
◦ Caliper Profile
◦ Culture Index
◦ Culture Grid
Summary 285
APPENDIX A
Statement of Purpose
• W ho is asking for the money?
• How much money is needed?
• How w ill the funds be used in the business?
• W hy does this loan or investment make business sense?
• How w ill the funds be repaid?
• How long w ill it take before the funds are repaid?
The Business
• Description of the business
W hat is your business?
W hat is the status of your business (start up, expansion, takeover?)
W hat is the form of your business (proprietorship, partnership or corporation?)
W hy is your business going to be profitable (or continue to grow?)
W hen w ill (did) your business open?
W hat are (w ill be) your business’ days and hours of operation?
Does the business have seasonal operations?
Has your business prepared a SWOT analysis (strengths, weaknesses, opportunities, and threats?)
• Product or serv ice
W hat are you selling (rather than “what are your products or serv ices?”)
W hat are the benefits (rather than the features) of what you are selling?
W hat product(s) could a customer use as a substitute for your product?
How do your products or serv ices differ from competing products or serv ices?
If your product is new, state- of- the- art, or otherw ise unique, what makes it different? Desirable?
W hat is the next generation of the product?
If your product or serv ice line is not special, why would people buy from you?
• T he Market
W hat are your markets?
W hich markets are buy ing from you now?
Appendix A 289
• Application and expected effect of loan
How much money do you need?
For what purposes w ill it be used?
How w ill you pay the loan back?
W hen w ill you pay the loan back?
Appendix A 291
APPENDIX B
• T he board usually focuses on new challenges and issues instead of waiting for emergencies to react.
• T he board focuses more on policy than management.
• T he board seeks management input on decisions.
• T he board uses data in making its decisions.
• T he board recognises that a change in one part of the business usually calls for a change in another part.
• T he board usually reaches decision by consensus after some debate.
• T he board is knowledgeable about what other competitors are doing to achieve change.
• T he board uses its regular meetings in an effective manner.
• Conflict amongst board members is dealt w ith in a straightforward and assertive manner.
• T he CEO and management team are trusted by the board.
• T he CEO and management team are knowledgeable about current trends in the industry as well as
technological advances.
• T he CEO and management team seek customer input to decisions.
• T he CEO and management team are effective managers of human and fiscal resources.
Description of Business
Product/Serv ice
Business Location
Business Model (How does the business operate and generate income?)
1. Goals—Objectives—Strategies
a. Corporate
b. Div ision
c. Functional (Departmental)
4. Industry/Market Analysis
a. economic characteristics
5. Competitor Analysis
1. Marketing Goals—Objectives—Strategies
2. Customer Analysis
1. Financial Goals—Objectives—Strategies
2. Financial Data
c. Balance sheet
d. Breakeven analysis
i. T hree-year summary
i. T hree-year summary
1. Personnel planning
2. Personnel policies
Appendix B 295
3. Job analysis
4. Recruitment
5. Training
6. Management development
7. Performance appraisal
1. Copies of licenses
6. Policy manuals
7. Job descriptions
8. Credit reports
9. Letters of reference
10. For franchised businesses, a copy of the franchise contract and all supporting documents prov ided
by the franchisor
Company Culture:
10. W hat do long- term employees perceive as your company’s greatest weakness?
11. Are adequate resources prov ided to all employees (enough tools, equipment, or computers)?
12. Are you proud of your facilities (offices, warehouse, or field offices)?
13. How are decision-making, responsibility, and authority assigned (do employees have to ask permission
or forgiveness)?
14. W hat is the average length of serv ice for the follow ing positions?
a. Office personnel
c. Electricians
16. W hat traits are most important for indiv iduals to succeed in your organisation?
17. In general, have you seen a change in the ty pical traits available to you from your hiring pool? If yes, in
what way?
18. W hat skills are the most important for indiv iduals to succeed in your organisation?
Appendix B 297
Current Customers:
1. W ho are your customers? How many different market segments do you serve? How does customer
needs shape your organisation? Has this changed in the past decade?
2. How do you know what your current customers think of you (in terms of quality, serv ice, price,
responsiveness, or value added)?
3. W hat special knowledge does your business have regarding your major clients?
4. W hat do customers perceive as your company’s greatest strength (in terms of quality, serv ice, price,
responsiveness, and so on)?
5. W hat do customers perceive as your company’s greatest weakness (in terms of quality, serv ice, price,
responsiveness, and so on)?
6. Have your customers recently asked you to prov ide a serv ice that you could not? If so, why?
a. Repeat sales?
b. Geographic concentration?
d. Negotiated work?
9. Are any of your major clients at risk for dow nsizing? W hat plans have you made for that possibility?
10. Is there any thing our customers currently do themselves that they could outsource to you?
Technologies:
11. W hat soft technologies (for example, new management techniques) are you using that you did not use
five years ago? Ten years ago?
12. W hat hard technologies (for example, computer equipment) are you using that you did not use five
years ago? Ten years ago?
13. Are technologies available (from reading trade magazines or attending a tradeshow) that would develop
your business (profitability, productiv ity, safety, and so on) but you have not yet implemented? If so,
why? W hat is your implementation plan?
14. List five new technologies that you think w ill affect electrical contracting in the next five years? List five
other new technologies that you think w ill affect electrical contracting in the next ten years?
15. W hat “new” training are apprentices being prov ided that was not available ten years ago?
16. W hat “new” training are journey men being prov ided that was not available ten years ago?
17. W hat is the most problematic issue w ith your current workforce?
New Products:
26. How many new products are you using today; products that you did not use ten years ago that have
greater “embedded labour” in them? (Embedded labour refers to using a manufacturing process to
assemble parts and pieces together in a controlled env ironment rather than in the field.)
27. How many times a year do you have manufacturers’ representatives train your employees on the use
their product? Are there additional representatives that you should inv ite?
New Services:
28. W hat serv ices do you currently prov ide that you did not prov ide five years ago? W hat drove the
development of that serv ice?
29. W hat serv ice would like to prov ide, but do not have the skills, technology, or knowledge to prov ide?
30. Do different clients expect increasingly different serv ices (general contractors versus public ow ners
versus private ow ners versus…)?
Competition:
a. Price?
b. Quality?
c. Performance?
d. Technological innovation?
Appendix B 299
e. Image?
f. Relationships?
g. Serv ice?
Institutional Structures:
35. W hat opportunities/threats do you perceive coming from the State Government?
37. W hat opportunities/threats do you perceive coming from changes in contract delivery systems?
39. W hat opportunities/threats do you perceive coming from changes in other contracting disciplines?
40. W hat three rules w ithin your business should be eliminated immediately?
41. W hat problems (billings, invoicing, and pay roll) still require fixing?
42. W hat parts of your business use different computer systems (hardware or software)?
43. W hat compatibility problems exist between your computer technology and those of your major
a. Clients?
b. Suppliers?
c. Div isions?
d. Sister companies?
e. Bank?
f. Bonding company?
g. Accountant?
Appendix B 301
APPENDIX C
Macro tools
• T he business plan
• Strategic plan
• Mission
• V ision
• Goal setting
• Budgeting
• Hiring philosophy
Decrease expenses
• Reduce wage expense
• Reduce headcount
• Reduce hours worked
• Increase productiv ity
• Create new efficiencies
• Reduce scrap
Appendix C 305
• Eliminate the warehouse
• Eliminate the receiv ing function
• Automatically calculate commissions
• Include commission pay ments in pay roll pay ments
• Lengthen the interval between commission pay ments
• Only pay commissions from cash received
• Avoid job costing through the pay roll systems
• Minimise pay roll cycles
• Send remittances as e-mail messages
• Sw itch to salaried positions
• Rev iew all telecommunication expenses
• Renegotiate contractual rates and terms w ith vendors
• Hire a utilities consultant to rev iew utility usage
• Begin energy conservation steps (lights, heating, etc)
• Discuss fees w ith professional adv isors (CPAs, Legal, etc)
• Utilise the appropriate level professional for the specific need (a major CPA firm is not required for a
compilation, a small legal firm may be more cost justifiable for collection issues)
• Seek advertising agencies that would accept a percentage of revenue generated from campaigns
• Rev iew use of outside PR firms and determine if needs could be serv iced in house
• Determine benefit of brochures and advertising materials. Look at on- line distribution as an alternative
approach
• Take advantage of all free PR. Remember the quote attributed to PT Barnum: “I don’t care what the
newspapers say about me as long as they spell my name right”.
• Renegotiate all insurance programmes
• Rev iew all travel agent expenses—determine if it would be cheaper to perform the serv ice in house
• Control travel costs by setting up incentives
• Control purchases that occur on gas cards and procurement cards
• Determine if any co- op purchasing arrangements would be possible w ith other local businesses or industry
affiliations / associations
• Get appropriate recycling fees for scrap and waste
Benchmarking
• Comparison of business benchmarks w ith other companies
• T he comparison of business to financial publication summaries such as almanac of financial ratios
• Comparison to association benchmarks
• Comparison to similar div isions w ithin same company
• Rev iew cost trends
• Rev iew material scrap levels
Other
• Automate accounts payable approval process
• Centralise the accounts payable function
• Create direct purchase interfaces to suppliers
• Digitise accounts payable documents
• Eliminate manual checks
Appendix C 307
• Fax transmission of accounts payable documents
• Issue standard account code list
• Link supplier requests to the accounts payable database
• Record payables from a purchase order
• Reduce required approvals
• Link corporate travel policies to an automated expense report
• Audit all inventory transactions
• Audit bills of material
• Eliminate the inventory physical count process
• Implement activ ity- based costing/management
• Implement target costing
• Rev ise traditional cost accounting reports
• Simplify the commission structure
• Consolidate pay roll systems
• Link the pay roll and human resources databases
• Outsource the pay roll function
• Clearly define all budget assumptions
• Include a working capital analysis for the budget
• Issue a budget procedure and timetable
• Link budget to performance measurements and rewards
• Reduce the number of accounts in budget model
• Simplify the budget model
• Identify cost efficient software modifications that would result in employee time sav ings and/or increased
productiv ity
Need to see results Have all the facts Excitement Personal security
Typically use facts and Adhere to rules and Little concern for routine Prefer to work with other
data historical ways of doing people in a team effort
things
Speak and act quickly Typically have a slow Future-oriented Unhurried reaction time
reaction time
Lean forward Work more slowly and Usually have a quick Little concern with
carefully than Drivers reaction time effecting change
Continued on p. 310
Have business-like Lean back and use their Speak and act quickly Use opinions rather than
offices (with certificates hands frequently facts and data
and commendations on
the wall)
If stressed, drivers may They do not make direct Vary vocal inflection Speak slowly and softly
become autocratic eye contact
“Take charge” person Control facial Lean forward, point and Use more vocal
expressions make direct eye contact inflection than Drivers or
Analyticals
Their view is THE view May be viewed as Use hands when talking Lean back while talking
stuffy
Don’t take business Indecisive Relaxed body posture Do not make direct eye
rejection personally contact
Egotistical Peacemaker
Continued on p.312
Appendix D 311
DRIVERS ANALYTICALS EXPRESSIVES AMIABLES