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Star Series

Preparing for Conversations with Charles M. Savage
"Knowledge Turns" to Increase ROI
(Return on Intelligence)?

Dr. Charles Savage is guest moderator for the STAR Series discussions, April 15-26, 2002. Please prepare for these conversations by reading about Dr. Savage and his latest thoughts on "Knowledge Turns," a practical way to increase ROI (Return on Intelligence).

Slides on Knowledge Turns

  Introduction

Dr. Charles M. Savage is president and mentor of Knowledge Era Enterprises, Inc. (KEE, Inc.), Boston and Munich and program administrator of the AOK Knowledge Recognition Program.Charles Savage

KEE helps companies discover the tremendous potential of knowledge era enterprising, and the AOK Recognition Program provides mentors to people engaged in knowledging projects who need to build recognition for their work and the results it produces.

Charles consults and speaks widely in the United States, Asia and Europe. He has pioneered an understanding to the significant of the business transition from the Industrial to the Knowledge Era, both from individuals and organizations. He has been a friend and colleague to many leaders in the field, including Amidon, Edvinsson, Sveiby, Saint-Onge and many others.

His book, Fifth Generation Management, has been widely acclaimed and translated into Japanese and Korean. Tom Peters named it his business book of 1991. A revised edition, subtitled Co-Creating through Virtual Enterprising, Dynamic Teaming and Knowledge Networking, is also available in English, German and Portuguese.

He has developed an Executive Discoveryshop model as a way to tap and team the creative capabilities of professionals within and between companies. This is particularly important as Web Services (XML, etc.) evolve, making "plug-n-partnering"™ possible. In particular, he focuses on helping companies make the shift from the steep hierarchies of the Industrial Era to flatter network organizations based on dynamic teaming and virtual enterprising in the Knowledge Era. His clients include ABB, CIBC, Digital, Dow, Electrolux, Hyatt, Intel, ITT, Martin Marietta and Siemens.

Prior to forming his own company, he was responsible for Digital Equipment Corporation's world wide Organizational Effectiveness Practice. He has worked as a Vice President of Gray Judson, Inc., a management consulting firm in Boston; a Principle in the D. Appleton Co., Manhattan Beach, CA, where he pioneered the human side of Computer Integrated Manufacturing (CIM); and as Director of the Boston Office of the Scandinavian Institutes of Administrative Research (SIAR). He has been active in the Computer and Automated Systems Association of the Society of Manufacturing Engineers (CASA/SME) where he served many years on their Board of Advisors and headed its Technical Forum.

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  Knowledge Turns: A Practical Way to Increase ROI
(Return on Intelligence)

In the last two years the interest in Knowledge Management and the Knowledge Economy has grown exponentially. The European Community, in its official documents, has recently shifted from referring to the European economy as "knowledge-based," to speaking of the "Knowledge Economy." Clearly, "knowledge" has reached the radar screen of many.

Suppose for a minute that I am the CEO of a medium size manufacturing company. I sometimes see reference in the press to this "knowledge stuff." But can I clean my windows with it? Or so I think until one day when my son returns from his studies. He asks me a simple question, "Dad, you have put a lot of time, effort and money into the company and you have good buildings and machinery. You've also got a good workforce. How much time do they spend in meetings?"

I smile and say, if I were to guess, they probably spend 40 per cent of their time in meetings. My son continues, "How productive are these meetings? Do you see people coming out of them energized or heavy hearted?" I have to admit that I'd hardly given this a thought, but now that he asks it, I realize that there is an uncomfortable heaviness after many meetings. He then adds, "How often do you ask a question for which you do not know an answer?" I scratched my head and mumble, "That would show I am not in the know."

My son is not letting me off easily. "Do you think this is what other bosses also do?" Yes, I say, I guess so. "And do the professionals let on that they do not know something?" Of course not. Then with a smile he says, "If everyone knows everything, then why don't they listen to one another more to take advantage of this knowledge?"

I begin to catch onto the gist of my son's questioning. I think of our executive leadership meetings. Typically we endure blizzard after blizzard of PowerPoint slides, and we have gotten really skillful in deflating the presentation with picky little comments. The frustration level at some of our meetings could warm part of the plant, and I allow this to happen!

"Son, are you trying to tell me that in our meetings we do not effectively use the knowledge in the room?" He does not say anything, but just grins.

In this instance I realize that, on average, 40 per cent of my payroll is in meetings that are less productive than they might be because of the typical power games. I am really losing not only money, but also significant business opportunities because of this.

"Dad, if you are honest with yourself and objectively judged the quality of interaction in these meetings, it might reach a two or three on a ten point scale. Is that good use of the talents, experience, learnings, feelings and visions of your people?"

Then he says something that hurts me to the core, because it is so true: "If your colleagues, your managers and your professionals do not really listen to one another, does your customer feel listened to?"

"Thanks, son, there is something special in what you've just done. You did not come home as a know-it-all, but instead asked a few powerful questions. They got your message across better than the best of PowerPoint presentations."

Over the next two months I do a lot of deep thinking and reflecting. My staff notices a difference. Our meeting suddenly goes in unexpected directions, because people begin to explore things they are not absolutely certain about. New horizons open up for us.

Suddenly, I realize that the business' new challenge is to increase the return on intelligence. ROI has just taken on a new meaning. We are ill equipped for this challenge, and the tools and measurements are still missing. This is potentially a very large field, so we will concentrate on just one aspect. Now I was facing a whole new question: "How is it possible to dramatically increase an organization's ability to generate and weave together profit making 'ideas?'"

I have always thought, perhaps because my thinking has been shaped on the anvil of the Industrial Era that our challenge is to turn raw materials into finished products.

My colleagues and I have long concerned ourselves with the measurement of "inventory turns" to indicate the speed of this process. Of course, it is different in different industries. With bulk commodity products, inventory might turn 100 or 1000 times, while an aircraft manufacturer may turn inventory 2 to 10 times because of the long productions cycles. Each industry has had its norms of what constitutes goodness in inventory turns.

The figure is computed by yearly dividing the average inventory at the end of the year by the costs of the raw materials.

Now, thanks to the questions from my son, the so-called knowledge economy has taken on a whole new luster. Our challenge is to turn our raw ideas into finished products and services. The speed and effectiveness of this process is, to a great extent, instructive of the economic success of the organization. Intuitively we have known that our skill in combining the ideas of our engineers with those of our marketers is critical for the business. Perhaps we should measure our "Knowledge Turns?"

But -- and this is a big but -- how do we identify and put a value on the raw ideas (our intelligence -- ideas, thoughts insights, learnings, experiences, feelings, aspirations, intuitions, visions, etc.)? What is the relationship between these ideas and our economic results? Do we divide the average yearly payroll by net profits? Obviously, it is not an easy number to derive.

Certainly, most companies track sales per employee. This can be a useful number if companies want to compare themselves with other companies in their industry. But this number does not really change the dynamics of transforming raw ideas into end products and services.

I am beginning to see a parallelism here. Inventory Turns deal with physical products. Knowledge Turns deals with people, their ideas and the ways they interact. Would it not be valuable if we could develop a measure that helped people reflect upon and increase their own abilities to increase their Knowledge Turns?

Sometimes when I stop and really ask myself what is going on, I realize we take big people and put them in little boxes, held apart by steel girders. We then give them a half-written script and expect them to play a role. The minute they start to be themselves, we stuff their script in the face and demand they get on with their role. If people are busy playing roles, how can they really listen in an open-minded manner?

If we could devise a measurement approach that takes people beyond their boxes and roles, then we might begin to increase more self-reflection. The strange thing is, and I know this from my own career, that there is safety in the box and the role. Even though the quarters are a bit cramped and the role a cliché, it is home. It is risky to venture into uncharted territory.

It is very unlikely we can expect to find an objective set of numbers that will help us with this. In this case, I'd have to admit that subjective numbers are move valuable, because they indicate how people are feeling within themselves about the overall process of creating and combining ideas. Once compiled, these numbers can evoke useful self-reflection about the processes of working with ideas. And when discussed with one's colleagues on our top management team or through out the organization, then the derived numbers can challenge people to think of ways to increase their abilities to weave ideas together. Why don't we do this already? Where is the blockage?

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  A Mental Blockage?

I remember hearing some management guru talking about "mental models." The stuff did not make sense at the time, but I am beginning to suspect there is something very practical and down to earth about the pictures we carry around in our heads about how reality is supposed to operate.

This guru said mental models can be useful in showing basic relationships between key elements in an organization. The irony is that they are often so much a part of the woodwork of our thinking that we do not even notice them. Outdated mental models can act like blinders, preventing us from seeing the obvious. Now I am beginning to wonder if we are operating with a set of old and dusty mental models?

We have grown up with the Industrial Era's mental models. As we've been focused in the Industrial Era on the transformation of physical raw materials into physical products (and supporting services), we have had to deal with scarcity. Perhaps we have created a mental model based on the notions of scarcity. Come to think of it, our accounting systems, our organizational models and our marketing efforts have all been influenced by this mental mindset.

For example, the hierarchy and chain of command in our organizations creates a sense of scarcity at each rung of the ladder. Either you or I will get our bosses position when he moves up, but not both of us. If I know this, then am I not going to be looking for ways to get an advantage over you? It is likely that the quality of our conversations will be influenced by our competitive mindsets. It is not surprising that knowledge sharing and idea weaving are less than optimal in most organizations, and our ROI (return on intelligence) suffers accordingly.

Now it is becoming clearer as to why my son was asking the question he was. I am proud of him, as he really gave me a semester's course simply by asking a few well-chosen questions. Maybe he is beginning to mentally prepare himself to take my position when I choose to retire. And he probably does not want to fall into the same traps as I have fallen into. Now I can begin to let go the grief he caused me as he was a teenager.

It is so much easier to see things now. For example, we know how we keep track of one another's mistakes. We also know how our bosses often ask one person about the other's performance. Under these conditions, what happens? We do not share our ideas or knowledge openly. We do not seek out one another's strengths, because that might be detrimental for our own career if our boss were to come to appreciate the strengths of our colleague more than our own. In short, there is usually more distrust than trust. And we know one another's weaknesses more than their strengths. Simply put, our organizations live with "structured distrust." I never put it that way before, but this reality shakes me.

It is amazing how things are becoming so much clearer. Look at the typical dynamics of a simple hierarchical relationship. Which are the strong relationships? Probably A: B and A: C. What are the weak relationships: B: C. Does B know C's strengths? Probably not. Does C know B's weakness? Most likely! Does A encourage B to discover and build upon C's unique capabilities? Too seldom! Given this model, and as we all know, it is much too common, what would the knowledge turns be, high or low? It is clear that even if we did not measure them, we know from experience that the level of creativity between A, B and C is not high.

Simply put, we have a problem here, a very serious problem. We are dealing with people and relationships from the perspective of the "economy of scarcity."

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  From "Scarcity" to "Scarcity and Abundance"

I now see how the Industrial Era's culture hinders the dynamic weaving of ideas among and between people at all levels. Why?

The industrial world works with things, and things are relatively scarce. We have, without realizing it, taken this mode of thinking into our ways of organizing work, tasks and responsibilities. It fits nicely with the hierarchical notions of Figure 1.

When we realize, however, that "ideas" are or can be abundant, then we open up another horizon of possibilities. Our challenge is to increase the quality of interaction and dialogue among and between A, B and C. Once we understand the richness and abundance of "knowledge," and the "knowledging" processes, like co-creativity, then a new spiritedness arrives.

In short, we now need a mental model that combines both the notions of Scarcity AND Abundance. Things may be scarce, but ideas are plentiful.

We need leaders who know how to build trust and openness between colleagues and subordinates. We need professionals who can actively seek out and discover the capabilities of one another. We need a major overhaul of our payment and incentive systems so that active people are rewarded for investing the time to get to know one another's capabilities and actually building upon these skills and resources in concrete projects.

If we look at this same model from the perspective of the "economy of scarcity AND abundance," how might it look?

I suddenly realize that we can leave the form the same if we can successfully change the spirit of the relationships. In Figure 1 people tend to devalue one another, by just looking for weaknesses. This is not surprising, because the spirit of the Industrial Era has been to find out what is not working (i.e. the problems) and fix them. "Problem solving" has been at the core of the Industrial world.

In Figure 2, if the people actively value one another and seek out one another's unique talents and build upon them, then a totally different dynamic transpires. This is not a task alone for B and C, but it engages all three, A, B and C. A's position is not just a position of "power over," but instead it is one to "create with." B and C need to seek out A's talents as vigorously as they do those of one another. And A's real success come as he or she engenders a creative community among all involved. The task is not just to be nice to one another, but instead to be hard minded and demanding of one another, that each is building upon one another's best. Only then will the real talents come out. Under these conditions, what would we expect the level of knowledge turns to be, lower or higher?

It is clear to me now that the tragedy of the Industrial Era is that although it focused on designing and implementing excellence in physically processes, it did relatively little in regard to human process. Yes, I know that every annual report says, "People are the most important asset of the company." I have included this phrase in many of my speeches as well. Yet, we know the reality.

Over the years I have seen various approaches come and go. We have tried "work simplification," "group dynamics," "transactional analysis " "T-Groups," "Business Process Reengineering," "Organizational Development," "Change Management" as ways to address the structural problems in the Industrial Eraall without real success. Why? Because none of these efforts has really made the shift from the Industrial Era's culture of distrust and devaluing to a culture of trust and co-creativity. Without this shift, we can never hope to significantly increase knowledge turns and our ROI. How can we readjust our mental model? Did my son really get me thinking in this direction?

Some times I can remember the strangest things. In economic history class we touched on how Charles Babbage pointed out in 1832 that in the factories people should be paid for what they do, NOT what they know. People have sold their time in order to be paid for a specific task. This is why there was an unwritten banner over the factory gates, saying: "Leave your thoughts, feelings, experience and knowledge at home, and just be ready to do what you are told!"

Now in 2002, I realize we have a new banner over our offices: "Bring your thoughts, feelings, experience and knowledge to the office, and be ready to weave these resources with those of your colleagues."

As our banners have changed, the whole fabric of our organizations are gradually changing, and changing profoundly. Yes, we can still have hierarchies as I have indicated, but we have just changed the rules for advancement. We will still have tough-minded leaders, but this tough-mindedness will be based on real people skills, including empathy, listening abilities, a sense of honesty and fairness, authenticity and integrity. These are values that were not abundant in the Industrial Era, yet they are absolutely essential in the Knowledge Era.

If there is trust and respect for one another, and if people can seek out and build upon one another's competencies, then their innovative and co-creative abilities increase dramatically and we can expect a dramatic increase in Knowledge Turns. Suddenly the old measures have a new meaning. ROI now focuses us on our Return on Intelligence and ROCE reminds us of our Return on Competency Employed.

I know a CEO friend of mine who changed the rules for annual reviews in his organization and it cost his company absolutely nothing. He simply said to his VPs that he would measure their performances during their annual reviews based, in part, on how well they openly shared knowledge with their colleagues, even when their colleagues did not ask for this information.

In short, I realize now that there are two key mental models badly in need of renovation:

  • The Economy of Scarcity -- The Economy of Scarcity AND Abundance
  • The Culture of Distrust and Devaluing -- The Culture of Trust and Co-creativity

What will help us reflect upon these shifts in mental models? What will inspire us to move to a more spirited and open exchange of ideas, thoughts, and feelings? And what will dramatically improve the quality of our dialogue, our dialogue with one another, with other departments, with suppliers, with customers and customers' customers?

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  Computing Knowledge Turns

Having understood this, I believe it may be possible to develop a subjective scaling process that measures the level of trust between a key persons or companies. Certainly this is a subjective proxy of the quality of relationships between people, departments, companies and customers.

As people work together, both within a company and between companies, they need to develop the skill of identifying and building upon one another's competencies. Their skill in doing this also determines our Knowledge Turns. From my experience, this does not come naturally. But this can become natural when properly understood. It takes investments in time and money to update our corporate culture and our operational values, work that is still waiting to be done.

Inspired by my son, I am going to try something at my next staff meeting. I will keep count of the number of honest and opened questions that are asked of one another to better understand the thinking behind a colleagues' statement. I have been in meetings where hardly a single question was asked. Instead, people throw statements at one another, hoping to one-up them, especially in the eyes of the boss, and I know how often I have been sucked into this game. On a scale of zero to ten, most of our meetings rank about three or maybe four in terms of the quality of interaction between participants. Given the typical number of meetings we have in our companies during a year, this is a dreadful waste of time and ideas. It also lowers our company's ROI. This is exactly what my son was trying to get across. I'll have to let him know that I have gotten his message.

I'd like to begin where we started, with the industrial notion of inventory turns. We have all developed a skillful eye for measuring how quickly we are able to take acquired raw materials and turn them into finished products. Our inventory turns measure is derived on a yearly basis by dividing the cost of goods sold by the average inventory.

As I have already understood, we cannot use such an easily calculated formula in computing "Knowledge Turns." We do know, however, that in many organizations people have knowledge, but they do not readily share it. They do not trust the other person. Or they want to use the knowledge to help their own career, even at the expense of the other, for is not competition that is the driving force internally in our companies?

Certainly, the hoarding of knowledge may help individuals individually, but usually it is at the expense of the total organization, and the many other individuals in it. It likely also hurts the companies' interaction with suppliers and customers, because things fall between the cracks.

Economic success in the 21st Century is dependent on how well we acquire and develop knowledgeable persons and encourage them to build upon one another's capabilities. In the Industrial Era, the three wealth generating factors have been land, labor and capital. Now knowledge is the forth factor, and it is becoming more dominate day by day.

It seems so simple. Now we need to parallel our focus on our "return on investments," with an equally sharp focus on "return on intellect."

Have we created a culture that encourages and rewards people for actively building upon one another's knowledge and capabilities? Have we broken out of the culture of distrust so prevalent in our Industrial Era enterprises?

Unfortunately, the simple answer is: NO!

To enhance our Industrial Era companies, we actively invested in building, machinery and systems. To enhance our Knowledge Era organizations, we'll also need to actively invest in our organizational culture, because the quality of interaction among and between people at and between all levels is the new "critical success factor" in business.

Why?

As we have learned, things are scarce, but ideas are not.

Interestingly enough we talk about know and knowing or acknowledge and acknowledging, but for some reason to talk about knowledge and knowledging is too much of a stretch. Why?

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  Return on Intelligence and Co-Creativity

Real knowledge comes alive in context. We need to actively combine our understanding of what, with how, when, where, and why. To be innovative and creative, we need to do this in community with others. This requires the ability for open and honest dialogue, even hard and probing dialogue. Unfortunately, as we all know, game players often rise in the hierarchy, at least in terms of the way we have understood it up until now. But when we discover the value of authenticity and integrity, a new set of dynamics comes into play. When the game is played by the rules of "control" we get one set of results, but when we start to play it according to the spirit of "co-creativity," a whole new set of dynamics arise.

Suddenly it becomes clear to me that the two little letters "c, o (co)" are all important. Until now we have focused on product and service quality. Now our challenge is to focus on the "quality of culture." Are we able at the executive level to engage in an open, honest and probing dialogue? Or do we just concern ourselves with our own little empires?

This means the leadership team needs to model the behavior and attitudes that will unlock the power of knowledge within the enterprise. When others see they can actively live to and build upon one another's capabilities, they too will begin to model this behavior. When the managers and employees see that instead of rampant distrust, there is honest trust and respect, then they too will feel respected and appreciated for their own capabilities.

Therefore, it would be good if executive teams began to actively measure their own "Knowledge Turns." This can be determined by dividing their "Ability to Build Upon one another's Capabilities" by the "Level of Distrust."

How can this be done? We already know that there are no existing measurements that determine these numbers. Our only choice is to begin with a subjective sense of our present reality and put it in objective numbers. Is this scientifically verifiable apart from human behavior? Of course not, nor should we hope for the same scientific validity in dealing with things. As knowledge and knowledging are all about people, we need to start where we are, and work from there in an open and reflective manner.

The next question then becomes, how do we determine our ability to build upon one another's capabilities? We have already realized that we are so much better in finding faults with the activities and accomplishments of our colleagues. We have a long memory for their screw-ups, their blunders and their failing. Why? If we can make the other look bad, then we have a better chance of climbing the ladder. This has been the conventional wisdom in a hierarchy that creates an artificial sense of scarcity in terms of moving up in the organization.

If, on the other hand, we realize that our success is dependent upon our ability to network and support the various talents of our colleagues, then another dynamic enters the organization. Just as an artist used a pallet of colors to create a holistic painting, so too we need to skillfully combine multiple talents and capabilities. When I think about it, I realize how insightful Betty Summer is with our finances. She sees connection we could not even have imagined. And Frank Schmidt has the ability to tap the creative side of his engineers. Now if he and Bentley Jones could more skillfully bring our marketing and engineering departments together with a few of our key customers, I am sure we could co-innovate and co-create many new products and services.

Although it is a subjective number, we have a sense of how well we engage with the talents and capabilities of our colleagues. We can fairly accurately measure this on a scale of 1 to 10. Certainly, as we involve more people, the validity of our sample increases.

Again we return to the notion of knowledging. Knowledge is not just knowing about, or knowing how, but it is a combination of what, when, where why, what and how, the real task for Betty, Frank and Bentley, among others. These elements become so much clearer through vigorous dialogue. This means we need to skillfully listen. It means we need to ask powerful questions. It means we have to push back until the truth of the matter is discovered. Of course, this can never happen if there is not realistic trust.

I call it "realistic trust" because trust is not just willed into being, but it has to be won every day among and between people. We have all experienced the devious, the weak and the uncertain, those who are ready to bend the truth to please their boss or to cover their incompetence.

I have made my own share of mistakes, so I know realistic trust is never blind or naive. It is, on the contrary, demanding and at times impatient. It does not suffer foolishness lightly, but seeks to find the multiple interacting forces in a situation or opportunity.

I am sure if we asked people on a scale of 1 to 10 to rate how open and trusting our organization is, they can be pretty accurate.

It has become clear to me how rich and complex are our interactions. We deal with one another as individuals. We also deal with one another in the context of functions and departments. In larger companies, we may find there are multiple lines of businesses that may or may not support one another.

Recently our company along with many others has discovered the importance of our suppliers and customers. It is strange, because this should have been assumed from long ago. But the recent talk of Supply Chain Management and Customer Relations Management is one indication that executives now realize their worlds extend way beyond their own payrolls.

In addition, I am beginning to realize that we need to understand the aspirations of our customers' customers, because this determines how we can better strengthen our customers' abilities to be successful with their customers.

Now it is clear, our challenge is to measure, even subjectively, the quality of our ability to build upon one another's capabilities, be the other an individual, another function, another line of business, a supplier, a customer or a customer's customer. This is our starting number. We then identify how trusting the relationships are between individuals, functions, lines of business, suppliers, customers and customer's customers. We do this best by measuring the levels of distrust.

Once we divide these two numbers for each of the categories, we begin to get a sense of the level of our Knowledge Turns.

Over the next two weeks my son and I worked on a simple form that can easily be used within any meeting to begin the self-reflective process of how well the participants are finding and building on one another's talents, skills and competencies. The interesting thing is that after spreading the use of this form throughout the organization for four months, one could see and feel a definite difference. There is more energy; excitement and even our customers are beginning to notice.

In addition, people have become much more self-reflective of our culture and values, and beginning to ask themselves individual and in working teams about the values that open themselves to a more co-creative culture . I see I will need to put more investments into this process so that we can indeed increase our ROCE, return on competency employed.

Actually these things come at a very timely point, because, thanks to the work of my IT and HR directors, we are evolving a leading edge business model that will allow us to "plug-n-partner" with other companies, finance, logistics, HR, design and PR using the new capabilities of Web Services over the Internet. This means we can get new life out of our legacy systems, and we can rejuvenate our hierarchy with a new spirit of collaboration.

"Son, thanks for your questions. I am amazed how much I have learned from you! It is nice to be able to work with a new mental model, one that fits the emerging knowledge economy. I am sure we'll be able to increase our ROI. And now I save the best for last: son, I see a bright future for you and for our company, need I say more?"

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