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Excellence”
Book written by: Review by:
Tom Peters is an American who has researched the secrets of successful American companies.
His philosophies of the Quality Improvement Process have evolved mainly as a result of these
experiences combined with, it seems, his sales-orientated viewpoint. Peters was a principal at
McKinsey and Co when he began researching his book In Search of Excellence. He left in 1981
to find his own companies, now known as the Tom Peters Group. The book, published in 1982,
painted a broad brush picture of the facts behind excellent performance within 43 large American
Companies.
His second book “A Passion for Excellence” was published in 1985 with co-author Nancy Austin.
In this, Tom Peters identified leadership as being central to the Quality Improvement Process. He
considered that the word 'management' should be discarded in favor of 'leadership'. The new role
should be that of a cheerleader, and facilitator. He sees Managing by Wandering About (MBWA)
as the basis of leadership and excellence because it enables the leader to keep in touch with
Customers, Innovation, and People, the three major areas in the pursuit of 'excellence'. He labels
MBWA the 'Technology of the Obvious' and believes that as the effective leader wanders, at least
By the late 1980s he was using the term 'management obsession' and considered that leaders must
central issue. Instead, he devotes equal discussion to the four familiar areas of customers,
innovation, people and leadership. The customer aspect is discussed first, perhaps reflecting his
evolving views.
Each area is discussed in terms of 'prescriptions', since Peters views the 'nice-to-do' approach of
the late 1970s as a 'must-do' in the late 1980s. He considers that each prescription urgently calls
for a radical reform. They evolved out of the perceived desire by managers to move beyond the
case studies.
Managing By Wandering Around. To “wander,” with customers and vendors and own people, is
to be in touch with the first vibrations of the new. The topic of MBWA is at once about common
sense, leadership, customers, innovation and people. Simple wandering – listening, empathizing,
The greatest problem business faces is getting the boss back to work watching his customer and
his product. Too many bosses are involved with long-range planning meetings. They are too busy
playing golf, often to the point that they no longer know what the customer is saying, how he is
being treated. They are not on the production floor enough to know how the product is being
manufactured or how the buyers are stocking the stores. As a result, we have set ourselves up for
a terrific pratfall.
The number one managerial productivity problem is, quite simply, managers who’re out of touch
with their people and out of touch with their customers. And the alternative, “being in touch,”
doesn’t come via computer printouts or the endless stream of overhead transparencies viewed in
ten thousand darkened meeting rooms. Being in touch means tangible ways of being informed.
product information)? What are the differences in response, in detail – days to answer,
completeness of answer, courtesy, etc.? Have five people do this with different requests
Do you have a toll-free call-in number (even if you are a small company)? If not, why
not?
Must do: Call a minimum of three customers per week from a list of fifty or so good, bad
and indifferent customers. And get a list of major sales made and lost in the last three
weeks. Call one recently gained and one recently lost customer. Ask why it happened.
Call the heads of stores, chosen randomly, and ask how the day had gone. Likewise,
every week, call three of you operations that deal directly with customers and ask how
Do you bring customers to life (via video, visits, etc.) for the off-line departments – MIS,
accounting, personnel? Do you have members of the off-line functions make occasional
Do you conduct occasional intensive customer debriefings where customers are “called
in” (invited in) for multiday “How are we doing for you?” sessions?
Do you have set routines and visit patterns which are aimed at the “naïve” part of
listening
Are customers regularly invited to visit virtually all facilities? Are people from all
customer functions (e.g., manufacturers) invited to visit? Are there regular routines for
MBWA: Innovation
project he or she is working with out on “the bench.” Other engineers take a look at it, play with
it, and comment on it. More significant, even, is the tone set. Everybody leaves a device out.
Everybody gets into the act and plays with everybody else’s toys.
PepsiCo was a sleepy company a dozen years ago. Now it’s aggressive. But while it spend
extravagantly on Michael Jackson on the tube as an advertiser for Pepsi-Cola in the ceaseless
battle against Coke, it places its real bets on development of the likes of La Petite Boulangerie, a
bakery chain with six stores in the San Francisco area that is expected to run to three thousand
What’s the magic of the PepsiCo transformation? Much of it stems from a form of MBWA. In
particular, the unique form practiced by PepsiCo’s former CEO, Andy Pearson. He was on the
road a lot – probably 40 percent of his time. Much of that time was spent visiting subsidiaries.
When he did so, the routine was standard. He ignored the executive suite at first, and headed for
the office of the most recently hired members of the brand management staff. “What’s up?
What’ve you got going in the test market? How are they reacting to the new umpty-ump flavor?”
And so on. Implicit was the message that something had better be going on.
your daily routine reflect your desire to constantly test and try new things? Are you
constantly, like Pearson or the HP people, out on the floor asking “What’s gone on in the
Select two projects that are badly delayed, two that are on ahead of schedule. Analyze the
Look at your last ten new products/services. What were the sources of the ideas? Look at
key competitors’ last ten new products/services. What were the sources of the ideas?
Have the customer-generated ideas lead to faster (and more profitable) product
development.
Is there a specific and regular mechanism for salespersons to solicit customers’ ideas? If
customer ideas?
Consider giving an award for “best idea garnered from a customer this month.” Consider
sales contests focused on unearthing new ideas from customers. Consider adding
Do you treat your designer/buyer types as well-rounded business people? Are they
brought into the loop – the store, the factory, the customer’s premises – in a way that
makes them team members rather than the oddball “creative type”? If the answer is yes,
then be specific: List 10 ways you’ve made the designers et al. part of the team.
Are the “idea” people (engineers, brand managers, marketers, buyers) forced to visit
How much time do you devote to walking the floor? Be specific: Collect some data for
about twenty-five managers – all functions, all levels. How big is the variation? What’s
the low end: 5 percent? 10 percent? Are you surprised by the pattern?
Wandering is a habit that starts close to home. Are the doors open or closed? Or, better
yet, do you even have doors? Two examples: An officer in a mid-sized company has a
special routine. Whenever he takes charge of a new area, he always begins by personally
removing his door from his office. The message is clear. Another colleague one-ups him:
he always moves his desk – again, personally – out into the secretarial area. More
What is the frequency of “all hands” meetings? Why? Could you do more? “Seeing is
MBWA: the technology of the obvious. It is being in touch, with customers, suppliers, your
people. It facilitates innovation, and makes possible the teaching of values to every member of an
organization. Listening, facilitating, and teaching and reinforcing values. What is this except
leadership? Thus MBWA is the technology of leadership. We will subsequently argue that
leading is primarily paying attention, and that the masters of the use of attention are also not only
master users of symbols, of drama, but master storytellers and myth builders. All this can be
Quality is…
I was brought up by a father who was difficult to satisfy because he always felt something could
me made or done better. He was never content with success…He does take eyeball. I’m afraid as
great as computers are, they cannot tell you about the quality of the product. The profitability,
yes, but not the quality. The human eye, the human experience, is the one thing that can make
This entire book is about quality. Because quality, above all, is all about care, people, passion,
consistency, eyeball contact and gut reaction. Quality is not a technique, no matter how good.
Any device to maintain quality can be of value. But all devices are valuable only of managers – at
all levels – are living the quality message, paying attention to quality, and spending time on it.
Quality comes from the belief that anything can be made better, that beauty is universally
achievable – in the collection of garbage, in the services provided by Federal Express or UPS, in
the raising of chickens and the making of potato chips, pizzas or French fries, in the design of a
retail store or a piece of software or the bypass air intake mechanism of a jet engine. Quality
Ray Croc once visited a McDonald’s franchise in Winnepeg. It’s reported that he found a single
fly. The franchisee lost his McDonald’s franchise two weeks later.
Frank Perdue invested a quarter of million dollars in “the world’s biggest blow dryer, powered by
a 727 engine.” The reason? Frank thinks the most obnoxious thing in the world is the eight hairs
that stick up on a typical chicken wing when it is barbecued. With his new blow dryer, he’s able
to fluff up the hairs and burn most of them off before the chicken is delivered to the stores. But he
is not finished. The new technique on average reduces the eight hairs to two. Frank doesn’t think
it is enough.
Story after story – from IBM, Hewlett Packard, the Marriott Corporation, Disney Milliken & Co.,
Delta Airlines, et al.- has the same theme as that of McDonald’s and Perdue Farms: senior and
middle managers alike who live the quality message with passion, persistence and, above all,
consistency. Attention to quality can become the organization’s mind-set only if all of its
Living it means just that. You can’t pay attention to it 80 percent of the time or even 95 percent of
the time and let it lapse now and then. The only thing that will do is obsession.
W. Edwards Deming taught quality, as it’s known today, to the Japanese. He’s also thought as the
father of statistical quality control (SQC). The principal reason he believes it’s not important is
that the techniques of SQC lead to hugely increased self-inspection (control) by the people on the
line. Deming believes, after all is said and done, that quality is primarily a function of human
said:
“Some of you are students of finance. You learn how to figure and how to run a company on
figures. If you run a company on figures alone you will go under. How long will it take the
company to go under, get drowned? I don’t know, but it is sure to fail. Why? Because the most
important figures are not there. Did you learn that in the school of finance? You will, 10 or 15
years from now, learn that the most important figures are those that are unknown or unknowable.
What about the multiplying effects of a happy customer, in either manufacturing or in service? Is
he in your figures? What about the multiplying effects of an unhappy customer? Is that in your
figures? Did you learn that in your school of finance? What about the multiplying effect of
getting better material to use in production? What about the multiplying effect that you get all
along the production line? Do you know that figure? You don’t! If you run your company without
it, you won’t have a company. What about the multiplying effect of doing a better job along the
line?
People all over the world think that it is the factory worker that causes problems. He’s not your
problem. Ever since there’s been anything such as industry, the factory worker has known that
lose the market and cost him his job. He knows it and lives with that fear everyday. Yet he cannot
do a good job. He’s not allowed to do it because the management wants figures, more products,
and never minds the quality. They measure only in figures. The factory worker is forced to make
defective products. The worker can’t do anything about it. He’s totally helpless. If he tries to do
something about it, he might as well talk to the wall. Nobody listens.”
Quality is, thus, and all-hands-on proposition. So, measure it, by all means. Reward it. Celebrate
it. That love will be readily transmitted. So, sadly, will its absence – even more readily. There is
no other route.
~ Doing MBWA ~
We began with the technology of the obvious – MBWA; we explored MBWA with customers, suppliers,
MBWA and innovation, MBWA and listening, MBWA and leadership. That was introduction. Now we come
First, it seems fair, honest, appropriate – and obvious to the many wounded among readers – to
begin by saying that MBWA isn’t as easy as it may sound! Doing it well is an art. However, it is
an art that can probably be learned – and it is clearly unrelated to having an “outgoing”
personality. In fact, arguably, the best wanderers are the introverts who start with the ability to
listen, because listening, and not tap dancing or pronouncing, is at the heart of effective MBWA.
act of the wandering seem the most significant point. That is vital – but MBWA is much more. It
is a code word for all the aspects of leadership. That’s why it turns out to be so tough.
going on – at least three major activities, usually all at once, they are (1) listening, (2) teaching
and (3) facilitating. Listening is the “being in touch” part, getting it firsthand and undistorted –
from suppliers, customers and your own people. The very act of listening suggests a form of
caring. MBWA is also a “teaching” act. Values simply must be transmitted face-to-face. The
questioning routines, order of visits and a host of other variables add up willy-nilly to the
teaching of values. Finally, the wanderer can also be of direct help! The role of the leader as
servant, facilitator, protector from bureaucracy (and bureaucrats) is the third prime MBWA
objective.
Some Suggestions
Listening is best done on somebody else’s turf. That is why we urge wandering. There are,
however, many ways to do it, even on the other person’s turf. One is to gather people together in
formal question-and-answer sessions. That’s not bad. It’s useful, because the group as a whole
takes the measure of the “boss” in this kind of a setting. Is he or she trying to pull the wool over
our eyes? Is he or she being straight with us? What is he or she hiding? Why?
Listening is the number one objective of MBWA. Teaching is almost as important, however, and
it emphatically does not mean telling people what to do. It does mean telling people in a direct,
no-nonsense fashion what it is you think is important about the world – their world and yours. It
Wandering activity is, in this regard, a golden opportunity. The pattern of your questioning will
be noticed and interpreted. Everything about what you are up to – your dress, the order in which
you talk to people, the things you focus on in your questions, the things you fail to focus on – will
be, even if you are a regular wanderer, the subject of endless speculation.
MBWA is not easy, and it shouldn’t be easy. Estimating conservatively, a thousand variables are
at play! MBWA exposes you. Your ability to listen is exposed. Your honesty and integrity (or
lack of it) are exposed. Your consistence is exposed to the scrutiny of the toughest watchers of all
– hourly people. You can bullshit a vice president with ease. But it’s almost impossible to BS
somebody on the loading dock. They have been there and back. Your vision (or lack of it) is
exposed. Your statements have coherence (or not) relative to the basics of that vision.
Putting major effort and energy into learning MBWA and practicing it is worth the candle, but it
won’t be easy. In fact, it will be hard. If you haven’t done much of it, it is guaranteed that the first
few days, weeks, months, and perhaps years, will be just plain awful. Few will trust you: “What’s
he up to?” “How long will it take for this ‘wander phase’ to pass?”
There is no magic: only people who find and nurture champions, dramatize company goals and
direction, build skills and teams, spread irresistible enthusiasm. They are cheerleaders, coaches,
storytellers, and wanderers. They encourage, excite, teach, listen, facilitate. Their actions are
consistent. Only brute consistency breeds believability: they say people are special and they treat
The trick is demonstrating to people, every day, where you want to take your organization. It
begins with shared understanding of purpose, made real and tangible through consistent
“mundane” actions. It’s being amazingly consistent that counts, ignoring the charge that you are a
broken record. The only thing that convinces people that you really care, that you take personally
Fine performance comes from people at all levels who pay close attention to the environment,
communicate unshakeable core values, and patiently develop the skills that will enable them to
make sustained contribution to their organizations. In a word, it recasts the detached, analytical
Coaching is face-to-face leadership that pulls together people with diverse backgrounds, talents,
achievement, and treats them as full-scale partners and contributors. Coaching is not about
memorizing techniques or devising the perfect game plan. It is about really paying attention to
people – really believing them, really caring about them, really involving them.
To coach is largely to facilitate, which literally means “to make easy” – not less demanding, less
interesting or less intense, but less discouraging, less bound up with excessive controls and
complications. A coach/facilitator works tirelessly to free the team from needless restrictions on
Coaching at its heart involves caring enough about people to take the time to build a personal
relationship with them. Easy to say, tough to do. Relationships depend on contact. No contact, no
relationship. The best coaches know this: they lavish time and attention – time and attention that
others never quite get around to spending on a consistent basis – on people. They also make sure
people see enough of one another to impart a vital sense of continuity, momentum and urgency,
and to focus attention on the long term. They find reasons everyday to get the whole team
together – hundreds at times – and to underscore the point that “we’re all in this together for the
long run, so we damn well better do what we can to help each other out.”
Coaching is tough-minded. It’s nurturing and bringing out the best; it’s demanding that the team
plays as a team. And should it finally become clear that there’re prima donnas who won’t forgo
the “I” in favor of “we,” you have to handle that one, too – by letting them go.
An HP marketing manager observes “to coach well, you have to be flexible. What works with one
person doesn’t with someone else. It depends on knowing the person and understanding the
confronting, or educating.
It turns out that successful coaches instinctively vary their approaches to meet the needs of this
person at this time, or that group at that time. They perform five distinctly different roles: they
educate, sponsor, coach, counsel and confront. Each approach is executed with intensity toward
the same goal: to facilitate learning and elicit creative contributions from all hands to the
organization’s overarching purpose. Let’s take a closer look at the five roles.
EDUCATE
TIMING
When goals, roles or business conditions change
To orient a newcomer ~ When you new to a group
When new skills are needed
TONE
Positive, supportive
Emphasis on learning and applying specific new knowledge
CONSEQUENCES
New skills acquired ~ Confidence increases
Perspective on the company or organization is broadened
KEY SKILLS
Ability to articulate performance expectations clearly
An eye for recognizing real-life “learning laboratories”
Ability and willingness to reinforce learning
COACH
TIMING
For special encouragement before or after a “first”
(e.g., first customer visit, first board meeting)
To make simple, brief corrections
© www.hrfolks.com All Rights Reserved TONE
Encouraging, enthusiastic ~ Preparatory, explanatory
CONSEQUENCES
Enhanced confidence, skills, better performance
COUNSEL
TIMING
When problems damage performance ~ After educating and
coaching
To respond to setbacks and disappointments and speed recovery
TONE
Emphasis on problem solving ~ Positive, supportive, encouraging
Structured ~ Two-way discussion
CONSEQUENCES
Turnaround ~ Enhanced sense of ownership and accountability
KEY SKILLS
Willingness to listen ~ Ability to give clear, useful feedback
Customers
C-1 Build unique value-added features into every product or service that you offer.
Remember, there need be no such thing as a commodity. Add ten “differentiators” every
ninety days to every substantive product or service that you offer. Consider shifting your
entire portfolio – radically - in the direction of higher value-added products and services;
to support this, you must reduce product development times substantially – now.
C-2 Develop and use hard-nosed, quantitative, systematic customer satisfaction measures,
focusing on relative perceived product or service quality. Tie the measures directly to
performance evaluation and compensation, preferably for all functions. Consider making
customer satisfaction the primary basis for evaluation of most people in the organization.
C-3 Live quality in every action. Report on quality at the outset of every meeting. Involve
program.
C-4 Listen to your customers – in all elements of primary distribution channels – regularly,
face-to-face, and using multiple techniques. Insist that members of all functions listen to
design/buying/engineering/manufacturing/operation functions.
important than “substance” in most international markets. Be patient. Learn the language,
C-6 Provide rigorous, ongoing, “overkill” customer service training for all the marketing
heroes – start with the receptionists, mailroom clerks, and accounts receivable team.
C-7 Consider radical “overinvestment” in your direct sales and service force or in your sales
C-9 Make manufacturing a primary market tool. Manufacturing managers should spend a
minimum of 15 percent of their time out of the plant, with customers. Flexibility, joint-
product quality and service improvement teams with customers and suppliers, on-
schedule delivery, and superior quality are all manufacturing “weapons” for market
dominance.
C-10 Get to the point where you – and everyone else in the organization – can state your
strategic distinction, your uniqueness, in fifteen to twenty-five words or less. Test the
level of agreement randomly and regularly with new and old employees alike.
Innovation
I-1 Establish, for every profit center, a tough quantitative target for percent of revenue
stemming from new products and services introduced in the last twenty-four months.
products and services, remembering that the odds for any one project being successful are
I-3 “Turn it to tin (reality).” Speed up production for the first sample, first prototype, first
I-4 Staff your new development teams – almost from the beginning – with full-time people
design/engineering).
I-5 Become an executive champion: Seek out, facilitate for, and promote champions and
skunks throughout the organization. Develop a tolerance for their skunk like behavior.
I-6 Actively reward defiance of your own inhibiting regulations. Also, find and batter down
directly irritating obstacles – usually small – that champions cannot clear from their own
I-7 Actively and publicly reward mistakes/failures – good tries, well thought out, executed
I-8 “Model” innovation. Consciously seek – each day – two or three opportunities to
specifically identify with innovation and change, at all levels and in all functions. Be
“caught” – daily – applauding the new and yawning at even good performance that
I-9 Create an Innovators Hall of Fame. Be sure to include members from all functions;
creators of small innovations as well as large; supporters of champions and skunks – for
instance, a remote store operations team that helped out at a critical early juncture by
I-10 Organize new product and service marketing efforts around explicit, systematic,
P-1 Regularly celebrate small wins that are indicative of the superior day-to-day performance
of 90 percent of your work force. Hold at least ten celebratory events each month.
P-2 Include all your people in some substantial profit-sharing program. Seriously consider an
P-3 Organize as much as possible – in all functions and facilities – around ten to thirty person
teams; the semiautonomous, task-oriented team should be the basic organization building
block.
P-4 Involve all people – all functions – in quality improvement programs, 100 percent self
plant/area layout and design, etc. remember, there are no limits to the capabilities of well-
P-5 Institute measurement systems that are clear, simple, credible, and succinct; post key
measures, developed collectively with the first-line people involved, very visibly.
P-6 Reduce layers of management to no more than five – no more than three layers for any
facility.
P-7 Assign your support staff people – in accounting, personnel, etc. – to work for site
P-9 Dehumiliate. Eliminate policies and practices, almost always tiny, of the organization that
Finally, there are ten promises that concern leadership. The first five constitute a category called
“leadership at all times.” The last five are a special set labeled “leadership in times of change.”
L-1 At all times: review and modify your calendar so that your daily schedule quantitatively
reflects attention to your very small number of top priorities. Evaluate your progress –
L-2 Managing by wandering around (MBWA): Consciously live your visions, values, and
priorities in your scheduled meetings, visits, and in the minutiae of your daily routine.
Become a fanatic of signals and symbols – penned notes on memos, invitations to staff
meetings, agenda item formulation, etc. Miss no opportunity to signal your abiding
concerns.
L-3 More MBWA: provide (and encourage others to provide) weekly forums where warring
functional tribes can come together in a nonthreatening fashion. Your objective is to (1)
listen and (2) act immediately and directly to clear up “small stuff.”
L-4 Achieve line dominance. Sales, field service, distribution, stores operations, and
L-5 Promote people on the basis of their ability to create excitement among their colleagues.
L-6 In times of change, spend 50 percent of your time, directly or indirectly, on the new
L-7 Unfailingly use promotion – at every level – as a tool to signal the new strategic
direction. Involve yourself, if you are a top manager, in the lower level promotions. Don’t
let any of these golden opportunities to signal “the new way” slip you by.
the new way. Use it daily, no matter how seemingly inappropriate the setting. Constantly
stage events to showcase success stories and their heroes that support the new way.
L-9 Substitute pilots for proposals. If an idea is at all plausible, vigorously encourage your
new-way champions to seek an eager sponsor in the field – as far away from division
headquarters as possible – and test the idea immediately, rather than ending churning it
L-10 Formal evaluation of leaders – managers at all levels – should focus less on measures
such as budget variance and profitability and more on explicit questions: “What, exactly,
have you changed lately?” Moreover, every meeting should commence with rapid,
explicit reviews of exactly what has been changed since the last session.
Change is the only constant, as so many have said. Maintaining our standards of living, let alone
increasing it, depends upon a dramatically enhanced pace of change in our large corporations as
well as in our small ones. Our impatience grows daily. The tools are there. Nothing in the thirty-
nine promises, and nothing in between the covers of this book for that matter, requires starting
with a massive infusion of capital investment. A change of attitude and a change in the way we
spend our time are the essential first steps. Living some simple themes with near obsession is
required. There is absolutely no excuse imaginable for not getting on with it, right now.
~ Conclusion ~
stands out above all others: it is that we advocate a change from “tough-mindedness” to
“tenderness,” from concern with hard data and balance sheets to a concern for the “soft stuff” –
values, vision, and integrity. It has been found that when it comes to achieving long-term success,
The superb business leaders used as models in this book epitomize paradox. All are tough as nails
and uncompromising about their value systems, but at the same time they care deeply about and
respect their people; their very respect leads them to demand (in the best sense of the word) that
each person be an innovative contributor. The best bosses are neither exclusively tough nor
exclusively tender. They are both – tough on the values, tender in support of people who would
dare to take a risk and try something new in support of those values. They speak constantly of
vision, of values, of integrity; they harbor the most soaring, lofty and abstract notions. At the
same time they pay obsessive attention to details. No item is too small to pursue if it serves to
We must confront the paradox, own it, live it, and celebrate it if we are to make much headway in
achieving excellence. We must cultivate passion and trust, and at virtually the same moment we
must delve unmercifully into the details. How do we do it, or at least make a beginning? That’s