Chaos, Turbulence, Fragilities: Defining the New Normal, Blueprinting Business Performance
A few interesting things happened in this last week that define the things we want to address here. In an exchange with a friend on business performance in the new normal, despite several months of back and forth, most of what we'd been saying about the next decade hadn't really sunk home but we finally managed to get the other shoe to drop. His reaction was somewhere between Wow and OMG! What that exchange makes clear to us is that, in line with our expectations, most businesses haven't a clue as to what's coming at them. So those issues (defining the New Normal benchmark and assessing business preparation and performance outlook) define our endpoints. At the same time we had an amazing, in many senses State of the Union and Davos 2010 kicked off. This environment has moved from Chaos to Turbulence and is still very Fragile - and will remain both Turbulent and Fragile for the decade as deep structural adjustments in the global economy, governance (corporate and public) and geo-politics that will radically alter the deep foundations we've taken for granted for the last three decades are changed in response to the crisis and governance and performance failures. Those changes are a central theme of this year's conference.
Taken all together the economic outlook, the implications for investment and asset performance and business governance define the touchpoints of our highly selected readings section after the break, including several critical vidclips from Davos as some from the FT on emerging markets. There's nothing there that we're putting up just for fun. But the central questions are what will the New Normal look like and how are businesses prepared for it? And how will public authorities deal with restoring a fragile world economy. To set the stage you might want to listen to this brief round table from McKinsey. But we'll let a much wiser man define the situation in words we hope you recognize and take to heart:
"The dogmas of the quiet past, are inadequate to the stormy present. The occasion is piled high with difficulty, and we must rise with the occasion. As our case is new, so we must think anew, and act anew. We must disenthrall our selves, and then we shall save our country. Fellow-citizens, we cannot escape history. We of this Congress and this administration, will be remembered in spite of ourselves. No personal significance, or insignificance, can spare one or another of us. The fiery trial through which we pass, will light us down, in honor or dishonor, to the latest generation."
Annual Message to Congress (1 December 1862) – A. Lincoln
The New Normal Political Economy
Despite all the political posturing that went with it it was government intervention that saved us from a second Great Depression. The good news is that a recovery has begun but that bad is that it's policy-dependent, still far from self-sustaining (meaning interest rates are going to say low), will weaken as stimulus fades and be below potential for a long time. Which means weak job growth when almost all industries are already over-capacity. Just on these factors alone would mean we'd be facing a weak decade with, let us emphasis, no clear back to long-term potential growth and prosperity without fundamental changes in the deep structure of the Economy. In the chart in other words that upward sloping curve is out of reach without major public investments. NB: since we've covered all these points are trying to provide a compressed blueprint our charts will be composites and we'll leave the interpretations up to you.
Debt and De-leveraging
At this point we hope it's clear that what sustained the economy for the last three decades was decreasing savings, under-investment and over-consumption, fueled by financial de-regulation, leverage and debt which hurt long-term investment and growth. Dealing with the consequences of deleveraging and balance sheet reconstruction for consumers and businesses will take the rest of the decade, presuming growth is adequate if not good, but is primary reason why it'll be lackluster and unlikely on current course and speed to reach the upward sloping curve. Building off Reinhardt and Rogoff's work the McKinsey Global Institute did a detailed study of the outlook by country and sector for deleveraging over the next decade (links in the reading - you really need to read it).
Debt, Savings, Investment and Growth
O.K. - so far we've got a weak recovery with challenges reaching takeoff speed, a sustained period of low, below potential growth that will keep job growth limited to breakeven or below and deleveraging that will further reduce consumer demand in the developed world. We previously dug into how the high growth eras in the US economy were the result of high savings, which led to high investment and created a virtous cycle. Now we're on the wrong side of a vicious cycle. The l.h. side of this composite illustrates the technical side of that argument while the r.h. side illustrates the conceptual side. There are two bottomlines here. Consumers, as they are already doing, will be forced to do and are likely to choose to do, will need to change their fundamental behaviors. And collectively we need to rebase the economy and find new sources of growth while reducing or eliminating major structural weaknesses that have been drags on economic performance: deteroriating infrastructure, exponentiating healthcare, poor education and a shortage of high-quality laborforces and a dearth of new innovation. To get back to long-term potential we need to fix all that (and it's a great puzzlement to us why businessess, investors and financial advisors don't see that but on the evidence to date they really....really....really don't get it).
Re-Balancing the World
The rapidly emerging world grew on the developed world's consumer bubble and the recycling of their savings into our debt. Well in this brave new world that equation is going away. The major exporting countries are going to have shift to more domestically based economies instead of relying on exporting commodities or manufactured goods. In fact despite the BRIC acronym lumping very disparate countries together we're going to see a great seperation driven by these factors. Brazil is well positioned by a balanced economy, India somewhat less so, China's basic model probably needs to adjust faster than it's capable off and Russia's in the deep dodo. All of this governed as much by geo-political factors as much as anything else. In some ways this chart set almost speaks for itself - consumer debt is dropping dramatically in the US because of huge hits to net worth while China built its growth on exports and investment and has a very unbalanced economy where forced savings have subsidized manufacturing and infrastructure. The Chinese have an immense challenge that could take the rest of the decade to deal with but have a sharply limited horizon because of demographic problems, unlike Brazil and India plus constant and on-going risks of social instability. They know all this but the various factions are debating how, when, where and even why. May we all live in interesting times indeed!
Business Performance and the Multi-factor Dashboard
We won't go back over the business performance problems in any depth since we've just spent the last several years going into it in excruciating detail over the last few weeks. But what we hope is clear from the benchmarks we've summarized above is that businesses need to be constantly monitoring and adapting to the multi-dimensional factors of a very fragile, turbulent and complex New Normal. They need to understand the social, political and international factors, the structural disruptions in their industries and economies and the business cycle and long-term economic trends.
But all those things are largely beyond their control (the Supreme Court notwithstanding). What is in their control is how they respond - and the fundamental conclusion of all our previous analysis is that they need to perform well now and innovate for the future - and put in place the proper sets of metrics, incentives and management systems to turn strategies into delivered realities. One of the themes that comes up over and over again in the Davos vidclips is that the public's trust in business has gone from bad to abysmal in the last few years - and we're not talking about just Finance but all business. As you'll find out from the last set of readings it would appear that business is doing NONE of the things it should be doing to cope with these realities.
On that note we'll give you a quote from another wise and brilliant man:
"The costs of maintenance of an existing order are inversely related to the perceived legitimacy of the existing system. ... it is the successes and failures in human organization that account for the progress and retrogression of societies".
In other words either companies fix their performance and governance problems and start meeting their private and public obligations effectively or they will be fixed for them (fix is used here the same way the vet talks about "fixing" your cat!).Prof. Douglas North, "Structure and Change in Economic History", 1981.
Davos Sessions
What Is the "New Normal" for Global Growth? Despite an upward revision of the International Monetary Fund's most recent World Economic Outlook, average real GDP growth of the global economy over the next five years is expected to be less than that of the five years (2003-2007) before the crisis. Speakers: Dennis Nally, Arif M. Naqvi, Raghuram G. Rajan, Nouriel Roubini, David M. Rubenstein, Heizo Takenaka, Michael J. Elliott.
- 2010 The Year of Recovery?
- The US Economic Outlook
- Global Industry Outlook: Finance, Services and Media
- Global Industry Outlook: Heavy Industries
Rethinking Market Capitalism A sudden global recession, massive government bail-outs and a steep loss of public trust in corporations have forced a re-examination of the spirit and structure of capitalism. What elements of market capitalism should be rethought? Speakers: HRH Prince Salman Bin Hamad Al Khalifa, Herman Gref, Guy Ryder, Ben J. Verwaayen, Jacob Wallenberg, Tony Tan Keng-Yam, Willam W. George.
- Business Leadership for the 21st Century "Management is doing things right; leadership is doing the right things." -- Peter F. Drucker (1909-2005) What are the pressing global, industry and societal issues that business leaders must address in the wake of the "Great Recession"? Speakers: Stephen Green, Rosabeth Moss Kanter, Indra Nooyi, Eric Schmidt, Wang Jianzhou, Robert Greenhill
- Rebuilding Trust in Business Leadership A global survey in 2009 revealed that only 29% of respondents trust information communicated by CEOs, down from 36% in 2008.What steps should business leaders take to rebuild trust among their stakeholders?
- Rethinking Compensation Models A 2009 study revealed that 70% of the 200 largest companies (by market capitalization) in the S&P 500 Stock Index reported changes to their executive pensation programmes. How should compensation systems be redesigned in the wake of the "Great Recession"? Speakers: Shumeet Banerji, Mark Mactas, Stephen G. Pagliuca, Guy Ryder, Peter A. Weinberg, Adi Ignatius
- Rethinking Systemic Financial Risk In 2009, the G20 tasked the Financial Stability Board (FSB) and the Basel Committee onBanking Supervision to develop "macro-prudential tools" to combat systemic risk. What structural deficiencies still persist in the regulation of systemic financial risk and how will they be addressed in 2010? Speakers: Jaime Caruana, Ibrahim Dabdoub, Robert E. Diamond Jr, Stefan Lippe, Jonathan M. Nelson, Guillermo Ortiz, Suzanne Nora Johnson.
Economic News & Information
If M Does Not Pickup, Will V Save Us? Before we get started, let’s get the forecast update out of the way. With the release of November business inventories data, we have revised up significantly our real GDP annualized growth rate for Q4:2009 – from last month’s projection of 3.5% to 4.5%. Again, it is a sharp slowing in the rate of inventory liquidation that is driving this upward revision. Our projection of the annualized growth rate for final sales in Q4:2009 is 1.6%, just one tick above Q3’s reported growth. So, the anticipated surge in top-line fourth-quarter growth is largely an inventory story. Unless, however, final demand begins to grow faster, the inventory story of the last year’s fourth quarter will be a one-off event. And this is where the “M” and the “V” referenced in this month’s commentary come into play. After surging right after Lehman’s failure in September 2008, growth in the M2 money supply (predominantly physical currency, checkable deposits, saving deposits, small time deposits and household money market mutual fund shares) has been trending lower. As shown in Chart 1, in the 6 months and 12 months ended December 2009, the annualized growth in M2 was 1.9% and 3.4%, respectively. In the past 20 years, only the early 1990s experienced similarly weak M2 growth for any length of time (see Chart 2). So, should we expect a similar surge in M2 velocity in 2010 as was experienced in the early 1990s? Perhaps not. This past economic recession and financial crisis resulted in the largest household capital losses, excluding real estate, in the post-war era (see Chart 6). By an order of magnitude, the recent losses surpassed those experienced in 1990. Including real estate, the recent capital losses were even more severe. Moreover, the capital losses experienced in the past several years occurred across a wide spectrum of asset classes. It would be reasonable to expect that household investors today are more risk averse than they were in the early 1990s.
- A Few Comments on Q4 GDP Report Any analysis of the Q4 GDP report has to start with the change in private inventories. This change contributed a majority of the increase in GDP, and annualized Q4 GDP growth would have been 2.3% without the transitory increase from inventory changes. Unfortunately - although expected - the two leading sectors, residential investment (RI) and personal consumption expenditures (PCE), both slowed in Q4.
- Best Economic Gauge You’ve Never Heard Of The MA3 has stalled since hitting -0.54 in September, recording -0.76, -0.68, and now -0.61 since then. We’ve gotten the bungee bounce off the economic and market lows of almost one year ago. The question now — as I’ve been opining for quite some time — is to sustainability. We’re clearly faltering, with nary a green shoot in sight (witness the just-released Durable Goods orders and weekly Unemployment Claims, which were both weaker than expected).
- Experts See Another Global Dip Ahead
- Existing Home Inventory: A long way from Normal
- MBA: Mortgage Applications Decline
The looming deleveraging challenge The specter of deleveraging has been haunting the global economy since the credit crunch reached crisis proportions in 2008. The fear: an unwinding of unsustainable debt burdens will drag down growth rates for years to come. So far, reality has been more benign, with economic growth recovering sooner than expected in some countries, even though the financial sector is still cleaning up its balance sheets and consumer demand remains weak. New research from the McKinsey Global Institute (MGI), though, suggests that the deleveraging process may just be getting under way and is likely to exert a significant drag on GDP growth. Our study of debt and leverage in ten mature and four emerging economies indicates that some sectors of the economies of five countries—Canada, South Korea, Spain, the United Kingdom, and the United States—will very probably experience deleveraging. What’s more, our analysis of deleveraging episodes since 1930 shows that virtually every major financial crisis after World War II was followed by a prolonged period in which the ratio of total debt to GDP declined significantly. The one exception was Japan, whose bursting asset bubbles in the early 1990s touched off a financial crisis followed by many years when rising government debt offset deleveraging by the private sector. The “lost decade” of sluggish GDP growth that followed is a cautionary tale for policy makers hoping to somehow avoid the painful process of deleveraging. Business executives too will face challenges: they may have to adapt to an environment in which credit is tighter and costlier and consumer spending could be slower than trend over the medium term in countries where household debt has built up. Our findings underscore the likelihood that growth will be stronger in emerging markets, which are far less leveraged, than in mature ones. To cope, companies should build the potential impact of “pockets” of deleveraging into their market outlooks.
A budget freeze? Let me start with a statement of what I see as the core challenge facing monetary and fiscal policy at the moment. How can we successfully stimulate the economy in the short run and still maintain confidence in the longer-run reliability of the dollar and solvency of the U.S. government? In terms of monetary policy, the task is to persuade the public that the Fed will achieve 3% inflation over the next two years and yet subsequently contract its balance sheet sufficiently to prevent inflation from getting out of control afterwards. In terms of fiscal policy, the task is to support demand at the moment but then be able to phase out the fiscal stimulus over time as investment and net exports rise to take the place of government spending. Obviously this is not so easy to accomplish, but I feel that Carlo Cottarelli has been thinking along the right lines:
The myth of China’s blithe consensus The point of all this is to suggest the richness and even ferocity of the internal debate taking place within China. There is a tendency I think, especially among the foreign cheerleading fraternity, to ascribe a unanimity of opinion within China and to see this both as a good thing and as a confirmation of the views of the cheerleaders. I would argue that this is wrong on all three counts. First, there is most certainly no consensus. The debate in China is as fierce and as well-informed as it is anywhere in the world. Second, unanimity, or even strong consensus, would not be a good thing for China. Given how complex matters are, any strong consensus would simply represent a failure to debate the issues, and a corresponding increase in the probability of making horrible policy mistakes. In fact if there is a rapidly growing consensus about anything it is that policymakers seriously flubbed the chance to force through adjustment measures, such as a revaluation of the RMB, earlier when conditions were much more propitious and when the cost of adjusting would have been much lower. Third, cheerleading tends to occur far more enthusiastically among foreigners than within China. That is clearly a good thing.
- G-7 Consumption Behavior and Global Rebalancing U.S. consumption growth, which as noted has been in the 2-1/2 to 4 percent range for almost two decades, will remain weak. After a shrinking of consumption in 2009, consumption growth is projected at 1-3/4 percent in 2010. Elsewhere also, consumption growth will remain below precrisis levels through 2010.
- The rout in global stocks is a tempest in the teapot of China’s command economy The current turmoil sweeping China’s financial markets is a result of exactly this command economy. And the ripples that have spread out from China to produce declines in stock markets in Brazil, India, and other emerging countries are so powerful because so many investors outside China don’t understand how China’s command economy actually works to produce extraordinary short-term volatility that really doesn’t signify much of anything in the long run.
Oil up to around $75 ahead of US inventory report Oil prices rose to around $75 a barrel Wednesday in a wavering market as investors played down concerns that energy demand isn't recovering as quickly as expected. By early afternoon in Europe, benchmark crude for March delivery was up 36 cents to $75.07 a barrel in electronic trading on the New York Mercantile Exchange. Earlier in the session, when the dollar was stronger, it fell as low as $74.44. The contract dropped 55 cents to settle at $74.71 on Tuesday.Trading was lackluster ahead of a weekly oil inventory report by the Energy Department's Energy Information Administration that is expected to show demand remains weak despite another cold snap in the U.S. "Both refinery utilization and crude oil imports are at figures only seen previously after hurricanes, going back over the last two decades or more," said a report from U.S. energy consultancy Cameron Hanover. "They reflect extremely weak demand for refined products right now." Clarence Chu, a trader with Hudson Capital Energy in Singapore, said the American Petroleum Institute has forecast a 2.2 million barrel decline in oil inventories, compared with market expectations for an increase in supplies of 1.5 million barrels. Cold and snow from before Christmas into the first part of January helped drive oil prices to a 15-month high earlier this month. Below-average temperatures were forecast again for much of the eastern half of the U.S., the world's largest oil consumer, through at least the end of the week. But oil prices have been clouded by falls in stock markets amid anxiety over President Barack Obama's plan to regulate banks. China is also moving ahead with measures to curb bank lending, sparking concerns that a slowdown in China's big economy could destabilize a worldwide recovery and dampen global appetite for oil.
- Oil Prices and China The SSE Composite Index closed down 2.42% to 3,019.39 and oil prices are off from the recent high. There appears to be a relationship between the two although the Shanghai Composite turned down in last 2007 and early 2008 - well before oil prices collapsed.
- China sees oil prices at $80 a barrel
- Oil slumps on expected rise in supplies, China worries
Markets News & Information
The Ring of Fire: Investment Outlook By Bill Gross (Feb10) There have been numerous changeups and curveballs in the financial markets over the past 15 months or so. Liquidation, reliquification, and the substituting of the government wallet for the invisible hand of the private sector describe the events from 30,000 feet. Now that a semblance of stability has been imparted to the economy and its markets, the attempted detoxification and deleveraging of the private sector is underway. Having survived due to a steady two-trillion-dollar-plus dose of government “Red Bull,” Adderall, or simply strong black coffee, the global private sector is now expected by some to detox and resume a normal cyclical schedule where animal spirits and the willingness to take risk move front and center. But there is a problem. While corporations may be heading in that direction due to steep yield curves and government check writing that have partially repaired their balance sheets, their consumer customers remain fully levered and undercapitalized with little hope of escaping rehab as long as unemployment and underemployment remain at 10-20% levels worldwide. In this New Normal environment it is instructive to observe that the operative word is “new” and that the use of historical models and econometric forecasting based on the experience of the past several decades may not only be useless, but counterproductive. When leveraging and deregulating not only slow down, but move into reverse gear encompassing deleveraging and reregulating, then it pays to look at historical examples where those conditions have prevailed. Two excellent studies provide assistance in that regard – the first, a study of eight centuries of financial crisis by Carmen Reinhart and Kenneth Rogoff titled This Time is Different, and the second, a study by the McKinsey Global Institute speaking to “Debt and deleveraging: The global credit bubble and its economic consequences.”
Jeremy Grantham: Lessons learned from the past decade “What a Decade!” follows, providing Grantham’s thoughts on the past decade including the following list of lessons learned: • The Fed wields even more financial influence than we thought. • Low rates have a more powerful effect on driving financial assets than on driving the economy. • The Fed is capable of being extremely out of touch with the real world - “What housing bubble?” - plus more doctrinaire - “No, the low rates had no effect on housing” - than anyone could have imagined. • Congress is nearly dysfunctional, primarily controlled by large corporations, and hamstrung by the supermajority now routinely required in the Senate. • Government administrations can be incompetent for long periods. • Poor leadership can really damage a country’s hard-won reputation in a mere 10 years. • Obama is not a miracle worker! • The leadership of major corporations can be very lacking in insight and competence on a fairly routine basis. • The two time-tested investment tools, value (P/E ratios and P/B ratios) and price momentum, are now much more heavily used and not so reliable as they once were, say from 1977 to 1997.• Asset classes really are more inefficiently priced than individual stocks on average, and therefore offer greater opportunities for adding value and reducing risk. • Developed countries, including the US, are past their prime compared with developing countries: it is indeed a new world order. • Education and training are the keys to increasing wealth on a sustainable basis and the US is in danger of losing its once large edge here. • We all live on an island, which can be overexploited and turned into a barren Easter Island if we are not careful. Resources are finite and biodiversity is fragile, and both must be protected. Carbon emissions are the single greatest threat. • Being a global policeman is expensive, and somewhere between difficult and impossible. • The Fed learns no lessons! The Appendix to the report is a summary of Grantham’s part in a debate entitled “Financial Innovation Boosts Economic Growth”, sponsored by The Economist.
Stock market leadership points to risk aversion As far as leadership since the start of the nascent US stock market correction on January 20 is concerned, it is interesting that cyclical sectors such as the Materials SPDR (XLB), Financial SPDR (XLF), Energy SPDR (XLE) and Technology SPDR (XLI) have been leading the market lower. Traditionally defensive sectors such as Consumer Staples SPDR (XLP), Utilities SPDR (XLU) and Health Care SPDR (XLV) also declined, but to a lesser extent than the S&P 500 Index as a whole (-5.1%) and the cyclical sectors. This is the type of pattern one would expect typically to emerge during a correction phase. The final words go to David Fuller (Fullermoney) commenting as follows from across the pond: “Why might this be no more than another correction rather than the beginning of a new bear trend? Unless the modest global economic recovery is about to slide back into another slump, which I doubt, I do not see the catalysts for another stock market collapse. Instead, and despite the current uncertainty, I think this could still be an economic sweet spot for stock markets characterized by modest global GDP growth, reasonably accommodative monetary policy and generally low inflationary pressures.
- Mortgage Bulls Bid Fed Fond Farewell A growing number of investors are betting that the fears are overstated and interest rates won't soar when the Central Bank ends its $1.25 trillion mortgage-buying spree in just over two month.
- What does breadth say about where stocks are heading?
- Get ready for the go-nowhere market
- Bob Doll of Blackroch on WealthTrack
Doing the "Safety Dance": What Are Traders So Afraid Of? But if the bond market were really worried about the Fed being politicized, prices would likely be falling and yields rising. Instead, Greenhaus says yields are falling for a fairly simple reason: The economic recovery is "very fragile."
- Don't Worry -- Yet: "Very Big Correction" Coming Later This Year, Charles Nenner Says
- Charles Nenner: Stick With Cash, Bond Investors in for "Big Trouble"
FT Video clips on Emerging Markets
Jing Ulrich, JPM Chairman of China equities and commodities on why earnings growth and not easy credit from band lending and monetary policy will drive the Chinese markets in 2010. And discusses risks of asset bubbles, particularly in the property markets.
- Part Two on changes in the markets plus renminbi policy changes. Part Three on banking capital raising, IPOs and commodities demands, including over-supply in steel (as the exemplar of over-capacity and over-supply in manufacturing in general).
Stephen Roach of Morgan Stanley discussing whether BRIC consumers can replace the US consumer as engines of world growth and finding that it’s not possible unless they re-balance their domestic economies to shift from export-lead to consumer-driven economies. And that in the long-term the center of gravity will not shift their way unless they re-balance and succeed to transitioning to domestically driven growth.
- Stephen Green on the BRICs and the relative growth to the developed economies.
- Jim O’Neill of GS on the BRICs.
- Lombard Research on the BRICs
- Retailing in India and foreign entry problems.
- IKEA in China.
Business
Volcker on Re-thinking Finance With the “Volcker Rule” regarding US financial regulation taking center stage, Paul Volcker’s response to questions on financial innovation at the “Future of Finance Initiative” six weeks ago makes for interesting viewing material.
Toyota US sales halt deals blow to image, earnings Toyota's suspension of U.S. sales on an unprecedented scale to fix faulty gas pedals deals a blow to the automaker's reputation for quality and endangers its fledgling earnings recovery. The suspect parts are made by a U.S. supplier, but they are also found in its European-made vehicles, an official with the automaker said Wednesday. Toyota said it hasn't decided what to do there. Japan's Toyota Motor Corp. announced late Tuesday it would halt sales of some of its top-selling models to fix gas pedals that could stick and cause unintended acceleration. Last week, Toyota issued a recall for the same eight models affecting 2.3 million vehicles. Toyota is also suspending production at six North American car-assembly plants beginning the week of Feb. 1. It gave no date on when production could restart. The timing could not be worse for Toyota. Two years ago, the company beat out General Motors Co. to become the world's largest automaker. Now just weeks into 2010, it is stopping sales in its biggest market, the U.S., at a time when it desperately needs to sell cars here after reporting its first-ever annual loss last year. The sales and production halt involves several best-selling U.S. models, including the Camry and Corolla sedans and the RAV 4 crossover, a blend of SUV and car whose sales surged last month.
- Caterpillar 4Q profit tumbles; cautious outlook
- Boeing is cautious in outlook for 2010
- ConocoPhillips earns $1.2 billion in 4Q
Management lessons from the financial crisis The Quarterly: What management lessons do you think we should be learning, so far, from the financial crisis? Richard Rumelt: There’s been a dramatic failure in management governance. And so our basic doctrines of how we manage things are in question and need revision. At the heart of this failure is what I call the “smooth sailing” fallacy. Back in the 1930s, the Graf Zeppelin and the Hindenburg were the largest aircraft that had ever flown. The Hindenburg was as big as the Titanic. Together these vehicles had made 620-odd successful flights when one evening the Hindenburg suddenly burst into flames and fell to the ground in New Jersey. That was May 1937.The history of bumps and wiggles—and of GDP and prices—didn’t predict economic disaster. When people talk about Six Sigma events or tail risk or Black Swan, they’re showing that they don’t really get it. What happened to the Hindenburg that night was not a surprisingly large bump. It was a design flaw. The Quarterly: You’ve used two similar terms: Richard, you called it a “design flaw”; Lowell, “flawed assumptions.” Either way, could you describe in a bit more detail what you think some of those flaws were? Richard Rumelt: The idea that these risks were independent is a central part of the design flaw. The independence assumption shows up in the collapse of various financial institutions and in derivatives, where people designed them, thinking that various risks were diversifiable—and they’re not. And it shows up in the management of the whole economy, as Lowell mentioned.This focus on meter readings rather than on a deeper understanding of the forces at work is what gets you into trouble. And what I see in the companies that I work with is that while they don’t have a solution to the problem, there’s an increasing distrust of the meter readings and of the pronouncements from on high. There’s a sense of, “Something is wrong with the system.”The Quarterly: Are you referring primarily to nonfinancial companies? Richard Rumelt: Yes. Financial companies would just like to get the game going again, mostly. Lowell Bryan: Building on what Richard was saying, I would use a slightly different set of words, as opposed to meter reading. I think that underlying a lot of the problems are hubris and a belief that you can actually predict the future, plus or minus 10 percent. It’s earnings forecasts and expecting that you ought to be able to manage your delivery against them.It’s basically this presumption that, of course you’re going to have smooth sailing.
- Setting strategy in the new era Someone in the introduction of their book wrote that if you don’t have a clear vision of the future ten years hence, you’re not managing. I couldn’t disagree more. I think if you have a clear vision of the future ten years hence, you’re a psychotic.
Strategy in a ‘structural break There is nothing like a crisis to clarify the mind. In suddenly volatile and different times, you must have a strategy. I don’t mean most of the things people call strategy—mission statements, audacious goals, three- to five-year budget plans. I mean a real strategy. For many managers, the word has become a verbal tic. Business lingo has transformed marketing into marketing strategy, data processing into IT strategy, acquisitions into growth strategy. Cut prices and you have a low-price strategy. Equating strategy with success, audacity, or ambition creates still more confusion. A lot of people label anything that bears the CEO’s signature as strategic—a definition based on the decider’s pay grade, not the decision. By strategy, I mean a cohesive response to a challenge. A real strategy is neither a document nor a forecast but rather an overall approach based on a diagnosis of a challenge. The most important element of a strategy is a coherent viewpoint about the forces at work, not a plan. Discerning the significance of these events is harder than recounting them. I think we are looking at a structural break with the past—a phrase from econometrics, where it denotes the moment in time-series data when trends and the patterns of associations among variables change. A corporate crisis is often a sign that the company’s business model has petered out—that the industry’s underlying structure has changed dramatically, so old ways of doing business no longer work. The same principle applies to the economy as a whole. In most of the recessions of the past 40 years, demand caught up with capacity and growth returned in 10 to 18 months. This recession feels different because it is hard to imagine the full-steam reexpansion of financial services or a rapid turnaround in housing. Beyond these two hot spots, there seem to be unsustainable trends in commodity prices, oil imports, the nation’s trade balance, the state of our schools, and large entitlement promises. Already, the idea that the United States can grow by borrowing money from China to finance consumption at home has begun to seem implausible. We know in our bones that the future will be different. When the business model of part or all of the economy shifts in this way, we can speak of a structural break.
How managers should approach a fragile economy A powerful tension is at work today in global economic sentiment. The financial markets, pundits, and policy makers think the global economy is out of the woods, but executives aren’t so sure. Our research suggests that the executives are right—and that to thrive, companies must adopt some new approaches to management. Simply put, the daily experience of business leaders suggests that a full recovery of economic activity to pre-crisis levels is further off than expected. Moreover, the distribution of responses suggests that, as a group, executives simply don’t know what will happen. An improving global economy is not the same as a recovering one. We see three main underlying reasons for this confusion and skepticism. Each of them presents tough management challenges. Let’s start with public policy. Yes, the unprecedented monetary stimulus, government guarantees, and injections of capital seem largely to have ended the short-term crisis that landed the capital and credit markets in the hospital. But it remains unclear what will happen when the patient is taken off its meds—less risk taking and lower returns in the global financial system seem inevitable—or what will be the unintended consequences of the recent massive growth in public balance sheets and of rising regulatory costs. A second reason for the uncertainty is the difficulty of comprehending the information available on unfolding economic events—information often delivered in the form of sound bites with little explanation of what various indicators really mean. The third reason is the very nature of the economic shift under way. This crisis wasn’t and still isn’t a singular breakdown. Rather it consists of many smaller crises, each with its own pace and impact, that are interrelated and still under way.
Business Executives Expect Difficult Times to Continue in 2010 -- but Are Failing to Plan Tough, Defensive ActionsToo few companies have taken or plan to take the long-term, defensive measures necessary to survive and thrive in the wake of the Great Recession. Although businesses around the world are entering 2010 with an appropriately sober view of the business climate, only 28 percent say that reducing labor costs is a priority for 2010, only 26 percent have made managing cash flow a priority, only 16 percent say that balance sheets and debt restructuring are a priority, and only 13 percent have put exiting noncore businesses on the list of priorities. "The slow-growth world that we're in, and should expect to be in for some time, fundamentally changes the nature of competition. Life is going to be harder," said Rhodes. "From now on, every day should be treated as if it were a World Series game -- because there will be no more regular season games. What will distinguish long-term winners from also-rans is the resolve to fundamentally rethink and rework business models and, at the same time, be courageous enough to invest in the future of the business." Observed Stelter, "According to our survey, leaders recognize the need both to be defensive and to attack. But when it comes to action, they are poised to attack and invest but seem only to be playing around the edges of cost-cutting. We're concerned that they're skirting true, long-term defensive actions." In the face of these trends, executives have taken, or intend to take, short-term defensive actions. Between 50 and 70 percent of surveyed executives have made the easier, more obvious moves such as increasing their focus on key customers; reducing administrative and travel spending; renegotiating supplier contracts; and reducing inventory levels, marketing budgets, and wages. But far fewer have made, or plan to make, more wrenching, longer-term moves. Only 44 percent plan selective exits from product lines, only 39 percent plan selective exits from customer segments, and only 43 percent have taken or plan to take actions that involve divesting businesses and exiting sales channels. "Smart companies will have acted quickly and restructured around profit centers and projects," said Rhodes. The reluctance to take more definitive defensive steps is particularly evident in the comparison between executives' plans for expansionary, or "attack," measures and their plans for more core-strengthening activities aimed at cost structures. For 2010, 37 percent of executives have made prioritizing expanding capacity, building sales presence, and making acquisitions a priority. In addition, 32 percent said that R&D and innovation investing are priorities, and 30 percent are focusing on retaining and hiring talent. One reason that companies are not going to the lengths they should to rethink cost structures and core strengths seems to be a view that the new economic order -- characterized by slower growth, lower profits, more protectionism, and greater consumer savings rates and price sensitivity -- will not be long-lived. Fewer than 50 percent of the surveyed executives said that these new realities will still be relevant in the medium term -- in other words, the next two to three years. Rhodes and Stelter believe that this perception of the potential duration of the recovery is too optimistic. The underlying dynamics of the financial crisis remain in place; it's a very-best-case scenario that U.S. unemployment will return to 5 percent by 2014; and China's capacity to save the global economy is overstated.












































