Table of Contents
Introduction. The Fable.
Part One: The Manager.
Part Two: Retirement.
Part Three: The Experiment.
Part Four: Going Live.
The Model.
The Miserable Job.
The Cost of Misery.
The Three Signs.
The Benefits and Obstacles of Managing for Job Fulfillment.
Exploring and Addressing the Causes of Job Misery.
Case Studies.
Taking Action.
The Ministry of Management.
Acknowledgments.
About the Author.
Read a Sample Chapter
The Fable
SHOCK
Brian Bailey never saw it coming.
After seventeen years of serving as CEO of JMJ Fitness Machines,
he could not have guessed that it could all be over,
without warning, in just nineteen days. Nineteen days!
But over it was. And though he was better off financially
than he had been at any time in his life, he suddenly felt as
aimless as he had when he dropped out of college.
What he didn't know was that it was going to get a lot
worse before it got better.
PART ONE: The Manager
BRIAN
Early in his career, Brian Bailey came to an inescapable conclusion:
he loved being a manager.
Every aspect of it fascinated him. Whether he was doing
strategic planning and budgeting or counseling and performance
appraisals, Brian felt like he had been created to manage.
And as he experienced more and more success as a
relatively young leader, he quickly came to the realization that
his decision to forgo college made him no less qualified than
his peers who had been to business school.
But then again, he hadn't had much choice about leaving
school. Brian's family, being lower middle class to begin
with, fell on particularly hard times when the Bailey walnut
orchards in northern California were hit two years in a row by
crippling frosts.
Being the oldest of five kids and the only one out of the
house, Brian felt a sense of responsibility not to drain the family
resources. Even with the financial aid programs offered at
St. Mary's College, keeping him in school would have been
a serious burden for the Baileys. And Brian's academic focus
on theology and psychology didn't make the economic justification
for staying in school any easier.
So, answering an ad in the newspaper, Brian took a line
manager position in a Del Monte packing plant, and spent the
next two years on a factory floor, ensuring that tomatoes and
green beans and fruit cocktail were stuffed into cans as efficiently
as possible. Brian liked to joke with his employees that
he had always wanted to visit a "fruit cocktail farm."
As his father's orchard rebounded and the family's financial
situation improved, Brian had a decision to make. He
could go back to school and finish his degree-or continue to
work at Del Monte, where he was on a fast-track to promotion
and a possible shot at running his own plant one day. To
the chagrin of his parents, he opted for neither.
Instead, Brian indulged his curiosity and took a job with
the only automobile manufacturing plant in the San Francisco
Bay Area. For the next fifteen years, he blissfully moved up
various corporate ladders at the plant, spending equal time in
manufacturing, finance, and operations.
Outside work, he married a woman he had briefly dated
in high school, and who, ironically, attended St. Mary's after
Brian had left. They moved to a small but growing community
appropriately named Pleasanton, and raised a family of
two boys and a little girl.
By the time Brian was thirty-five, he was vice president of
manufacturing for the plant, working for a dynamic COO
named Kathryn Petersen.
A few years after joining the plant, Kathryn had taken a
personal interest in Brian because of his modest educational
background, his work ethic, and his desire to learn. She kept
Brian at one job or another in her part of the organization for
as long as she could. But Kathryn knew it couldn't last forever.
THE BREAK
When a headhunter friend of Kathryn's called and asked if she
would be interested in interviewing for the CEO position at
a relatively small exercise equipment manufacturer in the central
valley, she declined. But she insisted that her friend recommend
Brian as a candidate for the job.
Looking at his résumé-and his lack of a college degree-
the headhunter decided there was no way Brian would be
hired, but-as a favor to Kathryn-agreed to let him interview.
He was shocked when his client called two weeks later to say
that Brian had been "the best candidate by far," and that he
was being hired as CEO of JMJ Fitness Machines.
What impressed his interviewers at JMJ, and would continue
to impress them on the job, was Brian's ability to communicate
with and understand people at every part of the social spectrum.
He seemed no more or less comfortable on the floor
of the factory than he did in the boardroom, demonstrating a
combination of competence and unpretentiousness that was
rare among executives, even in the world of manufacturing.
As for Brian, he felt like a kid in a candy store, blessed
to have the opportunity to do something he enjoyed. JMJ
would benefit from that blessing.
JMJ
Located in Manteca, California, a small bedroom and agricultural
town sixty miles east of San Francisco, JMJ was a relatively
young company that, for most of its first decade in
existence, had merely survived. It did so largely by tapping
into the relatively cheap labor in the area and mimicking its
more innovative competitors. Though the company had managed
to turn a modest profit, it was a minor player in a relatively
fragmented industry, garnering less than 4 percent of the
market and a position no higher than twelfth in terms of market
share.
And then the company's founder and original CEO decided
he'd had enough, prompting the call to the headhunter
who ended up finding Brian.
The first year of Brian's tenure was no picnic as JMJ found
itself enmeshed in a frivolous but distracting lawsuit. Ironically,
that situation provided Brian with his first opportunity to prove
himself as a leader, and provoke him to make some strategic
changes.
For the next couple of years, Brian repositioned JMJ in
every way possible. Most visibly to the outside world, he
shifted the company's strategic focus almost exclusively toward
institutional customers, which included hospitals, hotels, colleges,
and health clubs.
Brian also injected a sense of inventiveness into the company
by bringing in a few creative engineers and exercise
physiologists from other industries. The net result of both
these moves was a higher selling price for JMJ products, and
unbelievably, higher demand for them too.
But as important as these changes were, nothing had a
greater impact on JMJ's long-term success than what Brian did
to its culture.
Like most other manufacturers in the area, the company
had been plagued by relatively high turnover, low morale, and
unpredictable productivity, living under the subtle but constant
threat of unionization. Brian knew that turning around
the organization would require him to change all that.
Over the course of just two years, Brian and his team managed
to raise employee commitment and morale to unthinkably
high levels, allowing the relatively obscure company in
the central valley to establish a reputation for workforce satisfaction
and retention. As a result, JMJ wound up winning
more industry awards for being "A Great Place to Work" than
it could cram into the glass trophy case in its lobby.
When reporters asked Brian for his secret to accomplishing
this, he usually downplayed his role and told them that he
simply treated people the way he would like to be treated.
Which was mostly true, given that he had never really developed
a specific methodology.
And as much as Brian publicly deflected credit for the cultural
turnaround at his company, he quietly took great pride
in the fact that he had given his people, especially the less
privileged ones, more rewarding and fulfilling jobs than they
would have found elsewhere in the area. More than any revenue
goal or product innovation the company had achieved,
this made Brian feel like his own job was meaningful.
Which is why selling the company would be so painful
for him.
TREMORS
From a financial standpoint, JMJ was as solid as any medium-sized
company could be. Under Brian's leadership, the firm
had generated fifteen years of solid results, leapfrogging to become
the number three-and at times, number two-player
in the industry. With no debt, a well-respected brand, and
plenty of cash in the bank, there was no reason to suspect that
the privately held company was in any danger.
And then one day it happened.
It was a two-paragraph article in the Wall Street Journal,
announcing that Nike was thinking about entering the market
for exercise equipment. To most people reading the paper that
day, the news was insignificant. For Brian, it was the precursor
to an earthquake.
The chain reaction actually began two days later when Nike
publicly identified the company it planned to acquire-
FlexPro, JMJ's largest competitor. Before anyone knew what was
happening, companies that had been operating independently
for decades were positioning themselves to be swallowed up
by brand name conglomerates from a variety of industries that
were now interested in the exercise equipment market. For
Brian and his 550 employees, it was only a matter of time.
CONSOLIDATION
Within just a few days of reading that fateful article in the Wall
Street Journal , Brian and his board numbly came to the conclusion
that they would have to sell JMJ, and quickly.
As difficult as that might be, denial was not something
Brian or his company could afford. After all, he didn't want to
be the only company left standing when the music stopped-
to find himself and his employees, all of whom owned stock,
unrewarded for all their years of hard work. So he called one
of his friends at an investment bank in San Francisco and
asked him to help find a buyer for the company he loved.
Actually, Rick Simpson wasn't so much a friend as an old
acquaintance. The two had lived for a year in the same suite
in a dormitory at St. Mary's. Though never terribly close, they
had managed to stay loosely connected ever since.
Brian had always found Rick to be brilliant and occasionally
hilarious, as well as arrogant and insensitive. But
for some reason, he could not bring himself to really dislike
the man. As Brian explained to his puzzled wife, Rick always
seemed to know when he was pushing the limits of obnoxiousness,
and then recover by doing something genuinely
redeeming.
In spite of his personality quirks, Rick had succeeded
wildly in his career, developing a reputation as one of the best
investment bankers in the country. In fact, he had become
something of a celebrity in his field.
His response to Brian's initial call was typical. "So you've
had enough of that cow town, huh?" Though that was certainly
teasing, Brian was not in the mood for it.
"Well, I actually live in the Bay Area and commute over
here. And I don't mind the valley so much. But I do need to
sell the company."
"Why?"
"I don't have much of a choice. Nike just bought FlexPro,
and if we try to compete against companies with that kind
of marketing power, we're going to get crushed."
"Oh, right. I remember reading about that somewhere."
Rick seemed to be rifling through some papers on his desk.
"But aren't you're moving kind of fast?"
"Well, everyone's going to have to bail out eventually, and
the smart ones usually go first."
"I can't argue with that," Rick agreed. "So you want me to
help you find a buyer?"
"Yeah. And someone who sees our business as a strategic
fit, and who understands our unique value."
"And what exactly is that value?" Rick wasn't being skeptical.
He just needed to know.
"Well, our market share is nothing to sneeze at. Somewhere
around 20 percent. We're a strong number two or three in a
fairly fragmented market, depending on how you slice the pie."
Rick didn't respond, but Brian could tell he was writing
it down, so he continued. "And we've got a solid balance
sheet, a good brand name, strong sales projections for the next
five quarters, and a few patents that won't expire for another
couple of years."
"Sounds good so far. Is the market growing?"
Brian didn't hesitate. He knew the industry as well as anyone.
"Projected at nine percent next year, though I think we'll
come in somewhere closer to twelve."
"Sounds like you've done a hell of a job in that cow town."
Brian knew Rick well enough to appreciate the sarcastic
compliment.
"We've done okay. Anyway, there's one more thing that
I think a prospective buyer should know about us." He hesitated
before continuing, not wanting to provoke another jibe.
"We have the highest employee satisfaction in our industry. In
fact, we're one of the best in any market. We've been named
one of the top fifty medium-sized businesses to work for in
America."
Rick didn't say a word at first, then chuckled. "Well, I'll
have to adjust my valuation upward by a couple hundred dollars
then."
"What's that supposed to mean?"
Brian's tone made it clear he was annoyed, so Rick backed
off a little.
"I'm just teasing you, Brian. I'm sure you've worked very
hard to build a nice culture over there, and I'll definitely put
it in the package." He paused. "But I'm not going to lie to you.
I don't think it'll translate into anything meaningful in terms
of selling price."
"Well, it should." Brian knew he was sounding proud and
defensive, but he couldn't help it.
As usual, Rick didn't mince his words. "It doesn't in my
book. I mean, when I look at a company, I just want to know
how fast the market's growing, how much of that market it
owns, and whether it's in position to increase its share. I'm not
big into the soft stuff. If it really matters, then it should be
reflected in the bottom-line numbers anyway."
Nothing tweaked Brian more than being called soft, and
he was tempted to slam the phone down right then and call
someone else. But he knew that it wouldn't be in the best
interest of his company. And somewhere in the darkest recesses
of his brain, he feared that his cynical friend might be
right.
So he took a breath. "You know, Rick, you can be a real
jerk sometimes."
Rick laughed. "But you love me anyway, don't you, Brian?
And you know what? I'll get you more money for your company
than anyone else can."
Brian didn't respond, so Rick continued in a more conciliatory
tone. "Hey, I don't want you to get the wrong idea.
I'll admit that I've been following you and JMJ off and on for
the past ten years or so. I have a pretty good idea about what
you've done over there. In fact, I've even got one of your elliptical
machines in my basement."
Brian silently accepted the muted apology. "Anyway, let
me know later this week what you think we need to do."
"I'll call you Thursday. We'll do this right for you, buddy."
Brian said good-bye and hung up, amazed that Rick had
not changed at all. And that he still couldn't hate the guy.
DONE
When Rick called on Thursday, Brian was expecting to hear that
he'd made progress. After all, he was one of the best in the
business. But Brian could not have guessed that Rick would
have already identified a buyer and negotiated an informal
ballpark selling price, one that exceeded anything he had
imagined.
Rick's strategy was to exploit the "first mover advantage"
card on both sides of the table, and he played it perfectly. He
convinced the potential buyer to move quickly before other
suitors could bid up the price. This made them a little more
generous than they had intended to be. And he encouraged
Brian to act before his other competitors entered the game,
which would crowd the playing field and dilute his value on
the open market.
So, after just a week and a half of conference calls, visits,
and negotiation sessions, Brian signed the papers that gave
control of his company to the country's largest medical equipment
supplier. He would later admit that he was not at all prepared
for the consequences of that signature.
BAND-AID REMOVAL
JMJ's acquirer was not new to the acquisition game, and its executive
team had adopted an extremely aggressive strategy
when it came to integration. Their rationale was that it was
better to accelerate a transition by moving quickly, even if that
caused disruption, than to wait and let lethargy and fear take
hold. "Like ripping off a Band-Aid in one fell swoop," their
CEO explained before the ink on the contract was dry.
Their plan called for the name of the company to change
immediately, which included everything from the way receptionists
answered the phones to putting a new sign on the
front of the building. It also meant that executives who weren't
part of the company's long-term plans-which almost always
included the CEO-were to be moved out as soon as possible.
Brian's last day was set for just seven days after he had
signed the company away.
Throughout the next week, Brian attended a number of emotional
farewell luncheons and company celebrations marking
the end of what had once been a humble little independent
company. Though he deeply appreciated the overwhelming
expressions of gratitude and affection from employees, especially
the long-term factory workers whose lives had changed
drastically during their time with the company, he found the
experience to be so emotionally exhausting and overwhelming
that he was quietly yearning for it to be over.
Finally, on a rainy Friday evening, after even the janitors
had gone home, Brian packed his office and left the building
for the last time. Preemptively wiping his eyes to keep any
tears from escaping, he drove away wondering what the rest
of his life would be like.