Dateline 21st Century: Most professional firms today and their practice groups are led by individuals who have not only mastered practice skills but are equally adept in organizational behaviour. They understand group dynamics and the art of facilitation. They conduct highly effective meetings, coach individuals to achieve their personal best performances, and create an environment in which professionals thrive. Managing partners are masters at “managing the managers” by ensuring that they are working toward relevant, well-defined and achievable goals. That is why most firms are highly profitable, achieve very high levels of internal satisfaction, and give exemplary client service. Turnover has dropped to nearly zero and clients are extremely loyal, thinking it absurd to even consider switching firms.
“Dream on” you say. Well, yes, I do dream on and as a perennial optimist I believe that what I have described is still very much achievable. The major ingredient missing in 99% of today’s professional firms is simply “The Will to Manage.”
The following 12 immutable laws represent my assessment of the most critically important components of successful firm management.
Law #1. The Managing Partner Must Be Willing to Manage: The managing partner must assist the partnership in achieving a clear vision complete with a describable, quantifiable destination. Firms cannot succeed with managing partners who were selected for their uncanny ability to ruffle no feathers and who discern the predominant direction of the firm and then run out in front to give the appearance of leadership. Management requires courage.
Law #2. Leaders Need Power: Most leaders are chosen because of their seniority, rainmaking prowess, and book of business. How does such a leader get influence over others who may outrank them on any one of those attributes? The power comes from understanding what the members of the group aspire to, and then helping them achieve it. This requires “asking” and “listening” — not “telling.”
Law #3. Leaders Must Coach: The art of coaching is to strike the right balance between being supportive and continually demanding. Talented, rich and famous athletes accept coaching, and when they see the benefits, your partners will also.
Law #4. Managing Must Yield a Financial Return: Unless a leader understands the mathematics of the return on investment that is realized as a result of the managing effort, the role may be seen as honourary and not critically important.
Law #5. Leaders Must Motivate: The only way to change a practice group is one person at a time, and the only way to motivate an individual is to find out what they want and help them get it.
Law #6. A Group Requires Shared Ambition to Function: You cannot move forward until you’ve got some sense of where you want to go together. Each individual needs to answer the question: “What can I accomplish in this group that I cannot accomplish alone?”
Law #7. Teamwork Requires Enforceable Rules: Your strategy is not what you aspire to; your strategy is what you are prepared to enforce. To have a strategy you have to decide: “What sensible rules are we prepared to establish for our club?”
Law #8. Profitability Comes From “Smarter,” Not “Harder”: If the way you are making more money is by working harder, you should take that as a sign of personal failure, not success. Profits come from being ever more valuable, not from working eight days a week.
Law #9. Build Skills and Foster the Sharing of Knowledge: Intellectual capital walks out the door each night. Too much of it is a heartbeat away from being lost to the firm forever. By ensuring that appropriate skill dissemination and knowledge sharing is occurring, a firm can create tremendous additional value and an insurmountable competitive advantage.
Law #10. Give Recognition and Celebrate Successes: Brilliant leaders have a knack of setting goals that are sufficiently stretching to be worthwhile — but achievable — and then fueling the behaviour by fostering encouragement and celebrating successes.
Law #11. Encourage Innovation and Remove Obstacles: The essence of having a competitive advantage is not waiting for others to pioneer the way, but to constantly ask: “What are other people not yet doing that we have a suspicion clients might like?”
Law #12. Differentiate With Perpetual Action: When virtually every firm has essentially the same strategic plan, the real competition is not about having a better idea; victory goes to those who are better at execution. Effective leaders help individuals break their objectives down into bite-sized incremental bits and then relentlessly follow up to ensure that progress is continuous.
Estée Lauder, the business titan, said in a television interview many years ago, “I am not famous for my ideas but rather for what I have done” (italics mine). Therefore the management game is ensconced in what I call Law #13: Get to your war room and start creating your action plan. What is your first small step… and then… and then…? Only by doing will you join the ranks of the greatest achievers and, like Michael Jordan, Tiger Woods, Estée Lauder and whomever else you regard as heroes. People will wonder how you did it — or think you were just lucky. But we’ll know differently, won’t we?
What will you do to breathe life into these laws in your firm?
Note: Those of you familiar with the work of David Maister will see his profound influence on my thinking in this article…. I am forever grateful to him as a mentor and as a friend.