MANAGING KNOWLEDGE WORKERS
The management of people is a 'marketing job'
The key to maintaining leadership in the economy and
the technologies that are emerging is likely to be the social position
of the knowledge professionals and social acceptance of their values.
Today, however, we are trying to straddle the fence-to maintain the
traditional mind-set, in which capital is the key resource and the
financier is the boss, while bribing knowledge workers to be content to
remain employees by giving them bounces and stock options. But this, if
it can work at all, can work only as long as the emerging industries
enjoy a stock market boom, as did the Internet companies. The management
of knowledge workers is a "marketing job". And in marketing
one does not begin with the question: "What do we want?" One
begins with the questions: "What does the other party want? What
are its values? What are its goals? What does it consider results?"
What motivates knowledge workers is what motivates volunteers.
Volunteers have to get more satisfaction from their work than paid
employees, precisely because they don't get a paycheck. They need, above
ACTION POINT: Provide
your best employees with satisfying challenges.
Management Challenges for the 21st Century
Managing in the Next Society
THE NEW PLURALISM
"Each of the new institutions perceives its own
purpose as central, as ultimate value, and as the one thing that really
The new pluralist organization of the society has no
interest in government or governance. Unlike the earlier pluralist
institutions, it is not a "whole". As such, its results are
entirely on the outside. The product of a business is a satisfied
customer. The product of a hospital is a cured patient. The product of
the school is a student who ten years later puts to work what he or she
In some ways the new pluralism is thus far more
flexible, far less divisive than the old pluralism. The new institutions
do not encroach on political power as did the old pluralist
institutions, whether the medieval church, feudal baron, or free city.
The new institutions, however, unlike the old ones, do not share
identical concerns or see the same world. Each of the new institutions
perceives its own purpose as central, as ultimate value, and as the one
thing that really matters. Every institution speaks its own language,
has its own knowledge, its own career ladder, and above all, its own
values. No one of them sees itself as responsible for the community as a
whole. That is somebody elseís business. But whose?
Reflect on the political disease of single interest pluralism of our
THE NEW RELATIVES
>>"It is easier to write ten passably
effective sonnets than one effective advertisement,"ALDOUS HUXLEY (1894-1963),
British novelist and critic, and one-time advertising copywriter.
>>"Half the money I spend on advertising
is wasted, and the trouble is I don't know which half,"LORD LEVERHULME (William Hesketh
Lever, 1st Viscount Leverhulme of the Western Isles; 1851-1925), British
soap and detergent entrepreneur, and founder of the Lever Brothers
>>"He who builds to everyman's advice will
have a crooked house,"DANISH PROVERB.
>>"Everyone knows good counsel except him
that has need of it,"GERMAN PROVERB.
>>"Ambition can be an overwhelming drive
that can send you insane. I have a philosophy-good things come to those
who wait and work hard,"LIZ DAVENPOR, Australian fashion
>>"I don't want to achieve immortality
through my work. I want to achieve it by not dying,"WOODY ALLEN, American
screenwriter, film producer, and director.
>>"Most people would succeed in small
things, if they were not troubled with great ambitions.HENRY LONGFELLOW (1807-82),
>>"The greatest evil which fortune can
inflict on is to endow them with small talents and great ambition,"MARQUIS DE LUC DE CLAPIERS
VAUVENARGUES (1715-47), French moralist.
>>"In show business there are a lot of
pros and cons in every sense of the world. The problem is, we have more
cons than pros!"CSRISTOPHER LEE.
>>"I plan for the future by focusing
exclusively on the present."DONALD TRUMP, American
entrepreneur, developer and author.
>>"It is a bad plan that admits of no
modification."PUBLILIUS SYRUS (1st Century BC),
Syrian-born Roman mime writer.
>>"A good presentation poses as many
questions as it presents answers,"ANON.
>>"In every affair consider what precedes
and what follows, and then undertake it."EPICTETUS (2nd century AD), Greek