Shrink to Grow and Other Backward Steps Forward

In The Moneymakers (i.e., long term winners – consistent performers), author Anne-Marie Fink addresses foundational business issues from her experience as one charged with understanding whether businesses were solid, long-term moneymakers – or rotten tomatoes – before investing with them. Fink has spent more than twelve years studying businesses and investments, as a vice president and analyst at JPMorgan Asset and Wealth Management.

Not all of the concepts are new – is there such a thing? – but they are all important, well thought out and presented in a way that will make you stop and reconsider your approach. These concepts are divided up into eleven lessons that she has formulated from observing real-world businesses that work. The eleven lessons are:

1. Think like an investor to establish your edge. Investors focus on economic profit to distill businesses down to the most important factors.
2. Problems in business are like cockroaches – there’s never just one. How to catch problems before they infest your business
3. Avoid the trap of profitless growth. Additional profit is an illusion if it consumes too much capital
4. Don’t be a customer fanatic. When to listen to and when to ignore your customers. Customers don’t know your business, and what you should deliver, as well as you do.
5. Business forecasts are as reliable as weather predictions. Planning too far into the future raises risk and lowers rewards. How to position yourself for the future to come to you, rather than actively pursue it.
6. Economics always trumps management. Ignore bedrock economic laws – such as supply and demand – at your peril; it is akin to ordering the tides to stay in place.
7. Why happy employees don’t make for high-performance workplaces.
8. Good performance requires inefficiency and duplication. How maximum efficiency produces suboptimal results by stifling innovation.
9. Megatrends start as ripples. How to position your business to ride long-term waves, not be swamped by them
10. Don’t delay performance gratification since we’re all dead in the long run. Most bold transformations base their hopes on some mythic future. Go for them with incremental steps that bring home the bacon today.
11. Shrink to grow. Why expanding a bad (low-return) business means you just have more of a problem, and how a step backward is often the best way forward.

Even for the moneymakers, eventually something goes wrong. What distinguishes them is how the handle it. A downturn is an opportunity to step back in order to move forward. She calls it shrink to grow. Here are ways she suggests to make the most of a downturn in business:

• Fess Up   Don't massage your numbers. You will only postpone the day of reckoning and make things worse when that day arrives. Don't let the short-term pain of admitting to disappointing numbers determine your execution and your spending. Good managers and partners will stand. If you have a good strategy and execution, earnings will come back and your stock price with it.

• Fish or Cut Bait   Don’t let hubris, fear of admitting a mistake, or concern about walking away from a prior investment keep you from exiting a problematic business. Consider the value of your time when considering whether to exit a business. [And I thought this was key:] Exit underperforming operations even if it means opting out of a potentially lucrative long-term trend. The trend may not be “ripe.” By getting gout of the business now, you will be able to retrench and come back later. Look for alternative ways to participate in the trend rather than stubbornly sticking with a losing proposition.

• Shrink to Grow   Shrink troubled operations down to their profitable core; if there is no profitable core, either sell or close the operations. Err on the side of cutting too much rather than too late.

• Amputation or Minor Surgery   Assess whether a slowdown is cyclical or long term, temporary or permanent, and calibrate your response accordingly. Even as you make cuts to respond to a slowdown, continue to invest to drive growth when the cyclical slowdown ends. Improve the mix of your business.

She adds, “Exceptional leaders take steps backward in troubled times so they can lay a solid foundation for future growth.” Ask:

Are the changes that are causing your operations difficulty rooted in long-term trends or cyclical events, or even a combination of both factors?

Have you considered a “shrink to grow” strategy?

When deciding where to invest during a difficult time, what are the goals of the spending? Will it produce a more efficient way to conduct your business? If so, then spend. Does it provide the next leg of growth when the market returns? If yes, then invest – but somewhat more cautiously, since you do not know when the market will return. Does the investment produce better returns but only at volume levels above currently depressed levels? If so, then perhaps tinker around with the idea, but do not invest serious funds to it.

In times like these, this book is certainly a place to spend some time.

Posted by Michael McKinney at 01:10 AM
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