Wednesday Edition

Who is the Number One exporter in the world?
Who has (probably) the highest wages in the world (not CEO "wages"!)?
If you answered that it was a nation of 83 million folks in Western Europe—namely Germany—you'd be correct.
Why?
If you answered Siemens you'd be wrong.
So, too, BASF—wrong.
Or Commerzbank—wrong again.
If you answered "Mittelstand firms" you would be spot on!
But I'm getting ahead of myself ...
Last week's BusinessWeek featured the best companies to go to work for as a fresh-caught college grad. Deloitte was #1 (I'm a Deloitte fan, especially their program for retaining women and getting them into senior leadership roles, but best in the U.S.?). The likes of Google was on the list, too. But, to me, personally, not a damn company on the list ought to be on the list—that's a little heavy-handed, but not by much.
Why, oh frigging why, is it always the Gargantuan Companies (because they are the magazines' advertisers??) on such lists (repeat, this week's Fortune has a biggie on the best leader development programs—100% monster institutions again) and not any of America's wonderful middle-sized companies?
About a year after In Search of Excellence appeared (October 15, 1982), my partners, Bob LeDuc and Nancy Austin (my coauthor on A Passion for Excellence) and I decided to launch a series of 4-day intensive workshops on implementing the main ideas in Search. We called them "Skunks Camps" (after Lockheed's renegade "Skunkworks"—look it up in Passion, or on the Web), and held them 100 miles south of home (Palo Alto), at a lovely spot on the Pacific called Pajaro Dunes.
Considering the firms in Search, 100% Big Dudes (who else would McKinsey guys feature?), it was obvious to us that our participants would be, say, VPs or EVPs of Fortune 500 companies.
Nope!
We had a few F500 denizens—mostly from Search companies such as 3M and J&J. The rest? American "Mittlestand":
Frank Perdue, and son Jimmy, of Perdue Farms. ("It takes a tough man to make a tender chicken.")
Tom Malone, president of the stellar textile firm (and, arguably, inarguably to me, America's quality leader) Milliken & Company.
Don Burr, founder of People Express.
Tom Monaghan, founder of Domino's Pizza.
Stew Leonard, and son Stew Jr, of Stew Leonard's.
Hal Rosenbluth of Rosenbluth International, the pathbreaking travel services firm.
John Fisher, the acclaimed IT guru from a much smaller Bank One of Columbus.
John McConnell of the steel's Mittelstand star, Worthington Industries.
Bob Buckman of the Memphis specialty chemical firm, Buckman Labs—Bob almost single-handedly invented what we now call (and genuflect to) "knowledge management."
And so on.* (*Some "troubles," for sure, at Stew Leonard's and People Express—but absolute pathbreakers at the time, 1984.)
Me?
I fell in love with these guys!!
Talk about a tough audience! No bullshit tolerated—and if they heard something good, it was launched 3,000 miles away in the likes of Salisbury, MD (home of Perdue), the day after it was discussed at Pajaro Dunes. E.g., Frank P liked Tom Malone's description of Milliken University, about the first of the corporate "universities," and got up the next day at 4 a.m. PST, called Salisbury, and launched Perdue University.
Hence, I've had a soft spot for the likes of these folks since 1984—and as time has passed I have come to appreciate the likes of them, and the likes of the techie start-ups from "the Valley," too, as the true engines of our economy.
And, to this day they are unsung!
I was so taken, that on the advice of the fellow who headed our European operations, Lennart Arvedson, I decided to explore this odd German phenomenon, called the Mittelstand. To make a long story as painless as possible, a year or so later I could be found in Germany on a three week TV shoot—for a program on this "Mittelstand phenomenon." It was by far the best show I've ever done, among a dozen or so, though the "obscure" topic meant less attention than for most of the others.* (*You'll find the stories in print in my Liberation Management.)
These Mittelstand firms tend to ... DOMINATE (exactly the right word) ... high-end niche markets. The three we featured in our show "The Mighty Mittelstand: The 'Secret' to Germany's Leadership of the World in Exports" (yes, they led then, too—including, amazingly, textile exports!) were:
Playmobil (part of Brandstatter Enterprises), the peerless toy makers; Trumpf, the high-end machine tool superstar; and Rationale, supplier of tippy-top high-end cooking equipment (the "combi-cooker") to most of the high-end restaurants in the U.S. and Europe.
Each tallied a few hundred million dollars in revenue, and all three were growing nicely. Oddly enough, to this day I think I'm the only American "management guru," prominent or otherwise, who has studied these firms—I guess when people see the astounding German export figures, they assume it was Siemens or BMW or the tooth fairy, and leave it at that.
The point of all this is to insist that there are thousands of Fab Firms out there that are really worth working for when one exits university—focused on product, surviving only by continuous innovation, manageable in size, meritocratic to a fault (they can't afford not to be), and providing incredible opportunities to get ahead quickly. The chief problem is, the youngster has to find 'em; they aren't among the Gargantuans who make it easy by showing up with donuts at the college employment center.
Oh dear, I do love, love, love Canada's London Drugs (beating the hell out of their new opponent, Wal*Mart, with 4X Wal*Mart's sales per square foot) and Canada's Cirque du Soleil; Connecticut's $50 million+ Basement Systems (the basement mold and dampness removal superstar; founder Larry Janesky's book, Dry Basement Science, is edging up to 150,000 copies sold—no kidding, I carry it around with me as an icon to what's possible, anywhere and everywhere); Ralph Stayer's Johnsonville Foods; David Kelley's IDEO, the premier product design and innovation consulting firm; the late Harry Quadracci's Quad/Graphics; Dennis Littky's exciting The Met/Big Picture schools; Maxine Clark's supercalifragilisticexpialidocious Build-A-Bear; Rick Semler's seriously cool Brazilian powerhouse, Semco; Derby CT's Griffin Hospital (home of the fantastic, patient-centric Planetree Alliance); and every damn one of the firms featured in Bo Burlingham's Small Giants: Companies That Choose To Be Great Instead of Big.
Yup, these are my stars, home to many of the best leaders I've met in business, unsung engines of German and American economic prowess—and noticeably, to me, AWOL from the likes of the BizWeek and Fortune "bests" lists.
Publisher Rich Karlgaard took me over the top on this in his "Digital Rules" commentary in the current issue of Forbes (October 1). He beats up Michigan ("Tackling the Michigan Problem" is his title) and praises to the sky the likes of Minnesota and Washington. Consider Spokane:
"Spokane, like Minneapolis-St Paul, refuses to bet the economy on one or two industries. Rather, it practices what one city booster calls 'Ichironomics.' Like the Seattle Mariners' center fielder, Ichiro Suzuki, we try to hit singles and doubles. We want to improve the overall conditions for small businesses, not chase the large employer."
"Ichironomics"—love it. Wonder how you translate that into German?
(NB: Mr Suzuki has 227 base hits, and he's batting a stratospheric .351, going into the last week of MLB's regular season—in 2004 he broke the all-time record for hits in a single season, with a staggering 262.)
(Above: bougainvillea, blooming right outside my hotel—what's not to love about my spiritual home, California?)
Before blogging became all the rage, Tom was posting book reviews and Observations (essentially early blog posts) to this site. You can find the archives below.
What we're talking about
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Comments
Outrageous - to read this post - it is like I'm back @ the university! Somehow the Ichiro Mariners recently lost 12/13 to take their act out of post season possibility! Ichironomics times 3 needed in pitching ... just have to pull for the Red Sox. >:}
PS - right on about Spokane, Seattle & Washington state - love that $1.5 Billion annual state surplus - must mention 2 female USA senators & female gov. [new TPC slide?] & new Google, Yahoo & Ask.com mega presence for cheap hydro power. :>}
Posted by John at September 24, 2007 10:57 AM
John, my old Main Man, Earl Weaver of the old B'more Orioles, said pitching is 80% of the game--one year he had FOUR--cout 'em--20-game winners. (McNally, Palmer, Cuellar, Dobson. So many that only three could start in the playoffs!)
Posted by tom peters at September 24, 2007 11:04 AM
Tom
I'm about to graduate in December, and I'm starting at McKinsey (got any advice for me?) next year. I agree with your assessment--I'd like to know where Patagonia, Clif Bar, Burton, and W.L. Gore are. They should all be included amongst the best places to launch a career.
I'm serious about the advice if you're willing to share!!
Thanks.
Posted by Paul at September 24, 2007 6:02 PM
Tom,
I could not agree more. I typed in the following names into the search bar of the Harvard Business Review, and here are what I got in terms of hits:
IBM, 502 hits, General Electric, 438 hits, Dell Computer 122 hits, Wal-Mart,169 hits, and Soutwest Airlines, 73 hits. Keep in mind HBR only has about 2000 articles on its site-- even when you purge for duplicates (many articles mention more than one of the company above)--nearly 50 percent of the articles published by HBR since it began mention at least one of the "big five".
Now these are great companies-but it's kind of scary isn't it? Way too much herd behavior when it comes to what companies people focus on. The average company profiled by Jim Collins in Good to Great has revenues of $32 billion. Big companies. And yet 99.9% of all U.S. firms will never have revenues of more than $250 million in sales.
I have spent the last five years building a database of every company that ever made the Inc. 500 over a 23-year period--7500+ firms--because I wanted to see what lessons could be learned from outstanding "normal" sized firms. I merged data from numerous public and private sources and rank ordered the firms on the basis of their ability to post oustanding revenue AND profit growth over an extended period of time. I interviewed 1500 managers and executives and finally focused on the nine companies that achieved the greatest performance 1982-2004.
I spent a year studying these companies--up close in the field. They blew my mind. The experience has changed forever my understanding of America's Mittelstand economy. Much of what is held up as gospel about what it takes to build a top middle-market company is complete bunk. My book. The Breakthrough Company. will be published by Random House in January--but I'll send you a galley proof--I think you will find it another riff on one of the most important scores of modern capitalism.
Thanks for all you do.
Keith
Posted by Keith McFarland at September 24, 2007 11:31 PM
Tom
Thanks for this post - truly inspirational and rings as true as Bow Bells.
It's so easy as a graduate to be seduced into joining one of the big companies (they have the marketing budget) - and you certainly get the immediate status thing. But having run my own small firm for a year or so now, the difference in the quality of work, never mind life, is incredible. What was I thinking of before?????
Posted by Stuart Cross at September 25, 2007 2:44 AM
Is it great companies big or small or great people to work for...?
Everyone needs a shoulder, no matter how brilliant or hungry they are.
You can learn a ton even at a gas station...even at a convenience store - its all perspective and how models of knowledge are gathered, retained, and then put to kinetic purpose.
Tom, your blog alone is worth a thousand teachers...a thousand mentors...
Keep driving...the road is beautiful
Posted by PK at September 25, 2007 7:48 AM
Harvest time - it is harvest time for those new MBA's - incredible demand for such ... link below. Have my own business now - become a millionaire for the fun of it by accident - started with Hilton [Hilton Hawaiian Village] - loved the incredible new network developed. Main thing is to live below one's means so finance [obtain investor class status] is always there to proact & make the next chess move in the game of life & have fun surfing on the edge of opportunity/chaos!
Soaring demand pushes MBA salaries to record high:
Posted by John at September 25, 2007 10:00 AM
Tom,
You said it mate ... It used to be the big ate the small. Now the fast eat the slow. High end niche, high end value, highly specialised providers to the chronically unsatisfied ... AKA the PSF!
I've just spent 2 hours with a Romanian telecoms SVP ... Eastern Europeans get this big time. Watch out 'corporate' America / Britian / Germany ...
Big is not yet dead but it is dying ...
Posted by Chris Nel at September 26, 2007 5:30 AM
Tom,
Make sure you pick up a copy of No Man's Land. Doug Tatum is talking about the Mittlestand ($10-100M in sales) with a set of data I have not seen before.
Posted by Todd S. at September 26, 2007 9:41 AM
Tom,
Yes indeed. The small have the agility, vision and value to gobble up the gargantuan. I see a growing trend in women owned businesses becoming the Mittelstand of America.
Majority women-owned firms are growing at a rate nearly twice the U.S. average, contribute $1.1 trillion in revenues to the economy and create jobs for 7.2 million Americans.
PS Bougainvilleas were the reason I moved to California. Aren't you FABULOUS!, Eli Davidson
Posted by Eli Davidson at September 26, 2007 11:36 AM
It's interesting that huge companies have well defined talent development programs - it makes you wonder why they need them!?!
in a small firm you learn more, faster with less but it suites people who not only learn like that but are able to take a step back to know what they know (no program ticklist to tell them how they have progressed)
Posted by PaulH at September 26, 2007 2:30 PM
Tom's old friend Rich Karlgaard picked up on Tom's thoughts on Mittelstand and added his own at his blog, Digital Rules, today. You can read it and continue the discussion there at the link below:
http://blogs.forbes.com/digitalrules/2007/09/the-mighty-marv.html
Posted by cathy mosca at September 27, 2007 9:23 AM
Let's hear it for the ABCs
Your recent post about Germany's success and my view (utterly co-incidental) of your talk on creativity and education on YouTube have left me no peace. As an educator, I have heard enough about the deplorable state of US education (consistently around number 37 in international rankings) and the trend towards MBA bashing (most often from MBAs). Creativity is not a product of more creative classrooms; it is a product of hard work.
But first some background: I am an American living in Switzerland, teaching at the Lucerne School of Business. I hold an MA Ed, not an MBA. My rant deals with a defense of schooling, of education over training, and of support for the B and C players. Switzerland, with a population roughly the size of Virginia, can hardly be accused of creativity; is rarely known as a
team-player (refusing to join the EU and only barely joining the UN, although it holds the European HQ in Geneva), and adamantly refuses to blog (a Swiss Federal Minister who started one up a year ago was roundly ridiculed by the national media for wasting time on insignificant activities).
I point this out because: 1) Switzerland's schools consistently rank worldwide in the top 10; 2) Switzerland continually produces economic powerhouses (Nestle, Novarits, UBS); and 3) despite schooling which should be anathema to creativity, repeatedly produces creative types (Corbussier, Herzog and de Meuron, Jung, to name but a few).
Swiss teachers are very strict about socialization: kids do not leave their seats without permission; pencils must always be sharpened; and penmanship is assessed. Swiss kids start later than their American counterparts (7 years of age) and finish earlier (16 years of age). The difference may be cultural, but certainly streaming plays a role: from the 5th grade, kids are streamed into A groups (25%, college-bound); B groups (50%, commercial and trade apprenticeships), and C groups (25%, usually manual trades).
Up to the age of 16, Swiss kids receive an education; from that age on, they are trained. So I cringe when I read in the recent issue of Fast Company that Microsoft and other corporations are funding American schools. While the corporate agenda is entirely up-front, kids hardly need training in powerpoint presentations; these are products, not rhetorical skills. Swiss
B students, who mostly go on to work in small to medium-sized businesses, are thoroughly trained in essential business practices: accounting, financial math, statistics and the like. Their North American counterparts who do exchanges at our school have no chance against them (leading to much cultural misunderstanding on both sides).
Few Swiss students will end up running a social-networking site; they won't have to. They will be running businesses of their own or working for the Man, depending on their temperament. But they will be way over-qualified to work at Wal*Mart (as 1 in 7 Americans do, according to John Taylor Gatto), nor will they end up in jail (as 1 in 32 Americans do, according to the National Census Bureau.)
I suppose Switzerland realized long ago that their only natural resource was education; I also suppose that the capitalist socialism practiced in Europe is due to historical developments not prevalent in the US (according to Jeremy Rifkin); but I do see the push towards 'creativity training' in American schools and the constant bemoaning of the deplorable state of affairs as a huge step in the wrong direction. Yes, the American curriculum must be revised, but in favor of more education and stricter standards; and American schooling must become stricter, as international business is not done by noisy kids
running around classrooms solving problems to enhance their 'creativity'.
The education debate in American seems to me to be run by the same folks who argue in favor of atomic energy: they are willing to cash in on profits (the A students who go on to successful and exciting - and creative - careers, yet refuse to accept responsibility for the social costs of a Black Swan meltdown. Albert Einstein, often cited by the creativists as a perfect drop-out example, was so well-educated by the Swiss Gymnasium he attended in Basel that he took on his physics teacher (who promptly gave the upstart a barely passing grade). His creativity was a result of an extremely rigorous educational training void of any kind of group work, social scaffolding and the usual lot of pedagogical fireworks expounded by the creativists. It was Friedman who remarked that Microsoft execs were impressed by Chinese Authorities who knew science
(ie - were rigorously educated); their American counterparts are mostly lawyers.
Putting sponsored computers in the classroom will not improve the state of US education; nor will allowing Jimmy to go to the bathroom when he wants (usually a tactic born of boredom or frustration; and before the 'classes are boring' argument is used, please remove boredom and pointlessness from the workplace). Swiss B students start work at the age of 16, 3 days a
week. They are taught manners, etiquette and punctuality; on their two school days, they are drilled with business skills.
Nonetheless, they have fueled Nestle; have become number 2 worldwide in research; are amazing engineers who had to deal with nothing but mountains; are quality-obsessed; and design-oriented (Nespresso, Swatch).
Getting rich by selling pixels in SecondLife is a great way to avoid welfare, but hardly the kind of value-added cultural artefact that a country should be proud of. I turn to your blog because I know of no other place where ranting is so openly
enouraged. Thanks - I feel better now.
All the best
Douglas
Posted by Douglas at October 9, 2007 7:40 AM