Business & Society
December 21, 2009
Leadership Guru from IESE Business School
An expert on leadership training from the IESE Business School, ranked by The
Economist as Number One MBA School in the world, is coming to Manila on January
11-15, 2010. Dr. Pablo Cardona is the author of several best-sellers on leadership and
organizational development. He will conduct seminars for leading Philippine companies
such as Alaska Milk Corporation, Metro Investment Corporation, Petron, ZMG Ward
Howell and DMCI.
Dr. Cardona, a Ph.D. in Management from the University of California in Los
Angeles (UCLA), typifies the IESE professor whose teaching is solidly based on
scientific research. Benefiting from a long tradition in the 50-year history of IESE in the
area of people management, he has developed a new paradigm called Management by
Missions. Let me briefly explain this novel way of motivating every employee to own
the mission of an organization.
Many companies have at some time in their history conducted an in-depth review
of their purpose: “what they are there for?”. The result very often is a mission statement,
or values statement, or some such. The real challenge, however, is to get that mission and
those values across to the company as a whole, so that they are espoused by all members
of the organization. The problem is that, apart from a few aids such as communication
plans, training courses or speeches to employees, there are hardly any management tool
for building a “mission-focused organization”. At best the mission is implemented
according to the intuition and good intentions of individual managers, with their unevenly
developed communication and leadership skills.
The Management by Missions consistently pursues two lines of action:
(1) the deployment and implementation of the mission and values through specific
management tools; and
(2) the development of mission-focused leadership.
It is precisely the combination of these two lines of action that generates
Management by Objectives (MBO) has limitations that are not overcome simply by
including non-financial objectives or by promoting a system of values imported from
outside the management system. Management by Missions (MBM) rises above the
limitations of MBO and, at the same time, takes into account other innovative proposals
put forward in recent years such as Management by Competencies (MBC). MBM
ensures that the corporate mission permeates all levels of the company, down to the
particular mission of each individual. This is then made operational through objectives,
which have no value in themselves, but only as a means to fulfil the mission. This new
management philosophy is much richer and more effective in persuading staff to
identify with the company they work for, thus ensuring superior performance at all
levels of the organization.
Dr. Cardona has been invited by the University of Asia and the Pacific to
conduct a seminar for CEOs and other executives to explain and illustrate with concrete
examples Management by Missions. The session discusses how to implement a
corporate mission at all levels of a company, providing a step-by-step guide. Starting
with designing a mission (the “why” of a company, not to be confused with the
company “position”) which is consistent with the company model and takes into
account the needs of stakeholders, and a set of values (the “how”), or the criteria for
being and acting. This is followed by deployment, using a “mission org chart,” which
reveals the way different areas contribute to the achievement of the company’s mission
(i.e., shared mission), and by ensuring the cohesion and progress of all aspects of the
mission by aligning objectives with a set of measurable specific indicators.
With MBM, employees develop a strong sense of ownership that aligns them with
the organization and fosters cooperation at different levels. A cultural change within the
company happens. Empowerment happens as employees are not just assigned “tasks”
but instead, meaningful objectives with which they can identify, allowing them to
commit to the purpose and values of the company.
To summarize, the following are the benefits of MBM
Helps managers to inspire their subordinates through a sense of mission;
Guides strategy-making in the direction of the company’s mission;
Ensures that corporate values are put into practice;
Spurs the development of competencies;
Promotes new ideas and improvements in the workplace.
The seminar to be conducted by Dr. Cardona will be on Wednesday, January 13, 2010
at 1:30 to 7:00 p.m. at the PLDT Hall, 4/F, APEC Communications Building, University
of Asia and the Pacific, Ortigas Center, Pasig City. Those interested in attending may
contact Mr. Sonny Raymundo at 637-0912 to 26 local 224 or email
email@example.com. For comments, my email is firstname.lastname@example.org.