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In order to get rid of this “know it all” attitude, either you need to establish very important goals for yourself, or receive a good kick in the butt. An owner may realize that the results of his hard work are just a weak shadow of the results he desires, or he may find the day-to-day problems become too overwhelming. It is those in the latter group, who want to resolve day-to-day issues, not just cope with them, who most often seek our consulting help.
I wish I could brag that I got out of the “I know it all” attitude thanks to having important goals, but in truth, it was my clients who helped me with this. In 2002, the business was expanding, and as a result we had an almost completely uncontrollable company. Nearly 80 percent of our medal-manufacturing orders were overdue. Since most of our customers were military or government entities, my tenure as CEO was plagued by unpleasant adventures. My workday started and ended with dealing with unhappy customers. There was no way we could even think about strategic pla
Unfortunately, not enough literature is available on how well-known companies have handled times like these. The subject of management tools is considered too boring, and often too difficult for most people to comprehend. You can, however, find information on how a particular product was created or how successful manufacturing and retailing companies were started. Interestingly, every prosperous company has its particular management tools, but the general public does not know when and how they were implemented. The reason for this is simple: Only people at the very top of companies are interested in this topic, and their number is limited.
Since you are reading this book, either your goals or your problems have already given you a push, and you are looking for answers to questions related to a business owner’s role, as well as to the management of a company. In the following chapters, I will discuss the functions of a Kshatriya in a business, as well as how the business owner’s role differs from that of a manager.
Chapter 3. The Main Goal and Purpose
The widely known concept of a company mission statement is an essential component of management. It should be noted that this concept can be applied to any group of people, and even to a single person. Various management books give different definitions of the mission statement concept; however, my most precise understanding of it came from studying L. Ron Hubbard’s works, particularly the Administrative Scale of a group described in the article “Basic Management Tools.”3 In the article, he stated that any organization must have an exact and clear main goal and purpose. An effective mission statement is comprised of two parts: the main goal and the purpose. I will discuss this further.
First, however, I want to share my thoughts about Hubbard. I first became acquainted with L. Ron Hubbard’s works on management in 1999, and I was surprised to find that in his articles and books he described a set of practical principles that clarifies the foundation for successful management of an organization. The application of these principles in my business yielded excellent results, which enabled us to achieve a new level of expansion for my companies. From 1951 to 1986, Hubbard wrote more than 2,500 articles on various aspects of management, ranging from such topics as rules regarding the relationship between the owner and top executives to the development of marketing strategy and brand positioning. Most of these articles have been published in the nine-volumes The Organization Executive Course. In his articles, Hubbard revealed the laws of “classical management,” and he published many noteworthy discoveries in the field of management. To my surprise, these works are not yet widely publicized and few people in the business community have heard about Ron Hubbard as a management expert.
The Main Goal
For the purpose of this discussion, the term goal here is not used as more commonly is, as a physical, measurable, achievable thing. What is being discussed here is the main goal, which is the basis for the ideology of a company, something that makes sense for a group’s existence.
During a trip to Novosibirsk, I asked an owner of a construction company, “What is the main goal of your company?” Without any hesitation, he replied, “We work so citizens can admire and be proud of modern Novosibirsk buildings.” His answer surprised and delighted me, since I had gotten used to the state of confusion this question usually triggers. This answer might seem counterintuitive, given that people usually conduct business in order to make a profit. However, the fact is that the main goal of the most popular, successful companies is targeted to benefit a great number of people. It is usually included in the mission statement. For example:
Apple: “To make a contribution to the world by making tools for the mind that advance humankind.”
Google: “to organize the world’s information and make it universally accessible and useful.”
Microsoft: “to enable people and businesses throughout the world to realize their full potential.”
McDonald’s: “providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.”
It might seem a little strange for people to start businesses if they benefit not just the founders but other people as well. Of course, we all have personal goals in life, things we try to achieve. It can be creative expression, achieving personal comfort, or establishing high living standards for one’s family. No matter what your job is, personal goals are equally relevant to a middle manager and to a business owner. One may be dreaming about a sports car, while the other may dream about professional acknowledgment or glory. As a rule the more a person has suffered defeat in the struggle to achieve his goals, the less his desire to achieve goals, and the fewer his personal goals.
When a business owner creates a main goal that does not go beyond his company, but stays “inside,” the company will not be able to expand and overcome obstacles. It is like trying to climb a mountain while having a goal of chatting with friends, or trying to lead an army while having a goal of looking good in a uniform. Of course, this is as silly as it sounds. That is the reason why a main goal “to become number one” inspires only an employee who has self-identification issues, for it is vitally important to such an individual to stand out from the crowd, and being an employee of a number-one company is a way of achieving this. But what does this have to do with the main goal of the group? Such a goal would be boring to people with high self-esteem who want to achieve big goals. It doesn't mean that “becoming number one” is a bad goal; it just ca
The main goal is relatively simple, as truth is simple. Fools are fools only because they ca
3
L. Ron Hubbard, “Basic Management Tools”, in The Management Series, Vol. 2 (Los Angeles: Bridge Publications, 2001), 304.