Published by Paul on 05 Jul 2010
Out of sight, not out of mind
It is quite normal now for us to be working daily with people we rarely meet face to face, with people of different cultures mother tongues. Inevitably problems arise just as they do with people with whom we share a workspace and culture. But toss in geographic and cultural boundaries to the usual list of obstacles we encounter when things are getting tense around the single location organisation and you have a much increased potential for situations to get out of control. In the absence of eye-contact and of the comfort blanket of shared culture we surely must rethink, in fact, really work at ‘making contact’, bridging gaps between the different people involved in the enterprise.
A few days ago I invited Tom Buehlmann to join me on PEC’s monthly teleseminar. I wanted someone there who had done the whole managing scattered teams for real. This Bulletin is largely a report of the nuggets of that conversation.
Tom has managed teams across multiple geographies for about 25 years for brands like Procter & Gamble, Lindt & Sprüngli, the famed Swiss chocolate maker and Catalina marketing, the company credited with the invention of the now ubiquitous card loyalty scheme.
I began our conversation by asking Tom what sort of scale of operation he had dealt with in the past. A few hundred here, fifty there, three hundred over there. Big, then. And here is the first mistake that Tom has encountered time and again. He started life with Catalina with twelve direct reports, scattered across half a dozen countries. Far too many he laments, “I ended up with seven in the end – much more manageable.” So first lesson. Keep the number of direct reports down. Seven – tops.
I then ask him about his top tips for managing long-distance, aside from the cultural stuff which we will come to later. “I’d prefer to think of it as a list of mistakes I made the first time – so what I would do differently next time is…
- Don’t assume it’s easy managing at a distance – it’s not. It takes a conscious effort to get to know people and not just the business.
- Don’t assume that a solid reporting line on the org. chart means that you have a relationship with that person. You don’t.
- Don’t try to do everything – prioritise and let them do their jobs.
I am curious to know what a conversation between Tom and a direct report might sound like when things are going wrong and the person is hundreds, if not thousands, of Kilometres away (Buehlmann is Swiss). He asks me to quantify ‘going wrong’. I reply, “Not catastrophic but bothering you a lot, over a few months”. He needs no time for reflection, “When can I come and see you?”. He adds, “you have to be prepared to get into your car, train, plane or whatever and get in front of them – fast. It is time-consuming but you have to do it. Spend as much face to face time with them as is feasible and desirable – on their home territory where they feel safe and at ease”.
According to Buehlmann, when communication is not face-to-face, different methods of communication have a different effect on the dynamic – specifically changes in power and intimacy levels. According to Buehlmann, different methods carry different messages too. He goes on to specify: “A personal, hand-written note is very special, very powerful, very personal”. A text is about as impersonal as you can get – it’s about the worst. No, actually email. I really don’t like it. It is so open to misinterpretation.” The message is: choose the medium for the message carefully. If in doubt: talk or travel.
I want to get an idea of how to tackle situations where cultural boundaries are being crossed and I ask him for a top tip on what to do when you are starting out in this new territory of working across national boundaries. He sighs: “I learned a lot from working in Japan. For me the number one thing is to try to understand the local codes and rules.” I prod him for a little more detail. “When I first went out there I just turned up to the regional office and met with all the people at the top of the org. chart for that country. I asked all the right questions and thought I was doing just fine. Then I found out that I had terribly offended the Chairman of the company. He didn’t appear on any chart but what I should have done was to get off my plane and get in the car straight to his office. I would only have needed to spend twenty minutes with him. Word would have gone round very fast that I had done the right thing. My visit would have shown that I had manners – that knew how to behave. Big mistake”, he frowns and shakes his head in self-criticism.
Buehlmann tells me another story, this time about his former top manager in Japan. When Buehlmann first arrived in Japan he recalls that he was keen to show the manager and his own Board colleagues back in the U.S. that he was managing the global business, getting things repaired, helping to make the Japan operation profitable. But after months of doing business with his No.1 in Japan, endlessly going out in the evenings for meals to discuss the business and to get to know the local problems, the manager out-of-the-blue, over dinner one evening, suddenly tendered his resignation. “I was really shocked. I’d had no warning at all. I asked him, of course, what was wrong. He replied with words that I will never, ever forget: Tom-san, you don’t even know the names of my children.”
But not all cultures are so extremely removed from our own Western European way of doing things. I suggest to Tom that there are mistakes to be made much closer to home. He agrees. “France is a good example. In France there is a formal and informal organisation. The informal is arranged according to where you went to university – where you grew up intellectually, really. There are strong bonds between people who share educational experiences and backgrounds. You have to get to grips with these unspoken links and relationships before you can really figure the rest out and get things done easily.”
It seems from my time with Tom Buehlmann that what we say we do and value is not always played out in the office even by someone whom I regard as a seasoned international player; someone who really gets the people bit. Talking about the value of relationships is easy and it’s in all the books. Resisting the temptation to focus one hundred percent of one’s attention on the running of the operation is the tough part, it seems. Buehlmann: “Developing human relationships is critical. No one wants to be a name in a box, a human resource.” It’s an obvious but illusive point: developing relationships is an essential part of keeping people with you, especially when you don’t see them often. They will forgive all sorts of cultural and linguistic transgressions if you have gone to the trouble to get to know them, to show them respect as people. Buehlmann concludes: “Talking about business all day is not developing relationships. That is done separately.”







