The third fallacy assumes that a detailed plan
will tend to ensure compliance over the course of the planning
horizon. The fallacy is ignoring the role of learning. Mintzberg:
"Formalization implies a rational sequence, from analysis
through administrative procedure to eventual action. But strategy
making as a learning process can proceed in the other direction as
well. We think in order to act, but we also act in order to think.
We try things, and those experiments that work converge gradually
into viable patterns that become strategies. This is the very
essence of strategy making as a learning process."
The learning value of a strategic planning
project can become its greatest legacy. Learning creates excited,
committed people who can implement serious changes. Such learning
can only result from a nontraditional, high-involvement
methodology like the one used in the Information Systems Plan
(ISP) project.
Project Background
Who were we? The MIS
department for a $350 million, multi-plant, vertically integrated
manufacturer of fleece and jersey apparel (sweats and T-shirts).
About 125-strong, we provided all information systems support for
the company. We supported three
technical platforms: IBM mainframe, DEC VAX, and PC/LAN
environments. We provided all applications development and support
for the company. We reported to the VP-Customer Service, who also
had responsibility for Planning, Distribution, and Customer Service.
We suffered from problems which are familiar to most large MIS
groups.
Why Did We Plan?
A group may elect to develop a long-range plan
for many reasons. The ones that drove the ISP project included:
Lack of Recent MIS Plan
The last long-range plan had been done four years
earlier. It was outdated. Further, the earlier plan had been
technically focused and did not address the dramatic impact of the
changing business climate on the department Changes in the business
were far more profound than the continual changes in technology.
Lack of Specific Direction from Senior Management
While a Company strategic plan existed, it was
broad and conceptual. Short to medium-range financial results were
the driving force. The plan provided little specific direction for a
technically oriented support function like MIS.
Business Performance Issues
Company sales were not growing. Profit margins
were shrinking. Inventories became the company's largest financial
asset, exceeding the value of all facilities and other hard assets.
Performance to plan and customer service measures were comparable to
competitors, but customers were not "delighted." The
Company experienced increasing difficulty predicting future
operational or financial performance.
Legacy System Support
MIS spent too much effort maintaining existing
"legacy" systems, and too little time developing new ones.
System development priorities were set by middle management, and
were driven by functional silo-specific needs (not Company needs).
MIS' internal customers were generally well satisfied, since they
received first priority. MIS costs were relatively high compared to
larger competitors.
Competitive Changes
The pace of competitive change had accelerated
greatly. Customers were demanding new services at an increasing
pace, and were unwilling to accept the usual excuses and delays from
MIS. We struggled to develop Quick Response partnerships with key
customers. Delays in setting up EDI linkage with new customers, for
example, strained partnerships at the time when they could least
afford strain. Competitors were touting aggressive MIS strategies
linked directly to their business strategy. Customers noticed.
Expected levels of performance in the industry were rising faster
than our own capabilities.
Management saw MIS primarily as a support
function, whose job was solely to assist the Manufacturing
organization in making product and the Sales organization in selling
it. MIS was largely an "expense to be minimized." Since
the business value of IT is virtually impossible to quantify in any
meaningful way, most senior managers tend to form opinions of their
MIS departments based on 1) their own past experience with MIS and
2) the personal effectiveness of MIS leadership2. We knew that
MIS could be more than just a support function, but only if we
changed top management's perception (mindset).
All of these factors tend to be MlS-specific. One other factor,
however, was common to most business organizations. We were addicted
to urgency.
To be Continued
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