The life of Winston Churchill -- as a thought leader and a man
of action -- is enormously comforting in these times. Churchill
usually is thought of as the inspiring prime minister of Great
Britain during World War II.
He also is revered for his visionary writings and speeches
during the 1930s, in which he repeatedly warned Western
democracies about the dangers of appeasing Hitler's Germany and
the absurdity of projecting their own reasonableness on an
entirely unreasonable enemy.
But Churchill rarely is discussed as a manager, and this is a
shame. "Churchill on Leadership: Executive Success in the
Face of Adversity," a small jewel of a book by Steven
Hayward, explains why.
Churchill's historical image is of a brave and brilliant
eccentric: his malicious wit, afternoon naps, wanderings around
FDR's White House in a nightgown and light imbibing of alcohol
throughout the day.
Churchill's government career spanned an astonishingly long
period for a leader in a democracy, from his election to
Parliament in 1900 to his last year as prime minister in 1955.
From 1905 to 1955, he held a variety of cabinet-level posts in
nearly every area of the British government.
Hayward outlines some of the principles that made Churchill
such an effective executive:
• Combine responsibility and authority. Churchill
learned the hard way, when heading the disastrous Dardanelles
expedition of World War I (described in the Mel Gibson movie
"Gallipoli"). Thereafter, he favored what we today would
call the "flattened organization."
• Learn from mistakes. Churchill was a risk-taker who
sometimes made major blunders. When he did, he used his energy to
learn from mistakes, not defend them. He sought out facts and was
open to new ideas in most matters.
• Focus and empower employees. Churchill's management
style sounds like a human-resource executive's best practices:
establish goals before making hiring decisions, choose
unconventional talents over seniority, give clear direction,
establish trust and back up your people through thick and thin.
• Balance strategy and detail. Churchill adhered to
what decades later would be a key tenet of total quality
management. He insisted that an organization be structured well
enough to run itself day-to-day. An executive's role is to
innovate strategically, based on a detailed knowledge of the
organization.
Remarkably, he also preached that documenting and quantifying
processes was critical to improving performance. In 1917, he
wrote: "The recording of action and the circulation of
information of all kinds, constitute a sphere second only in
importance to decisions."
• Innovation is not enough. Successful innovation
depends on focus and execution, not just creativity. Like Peter
Drucker (whom he admired), Churchill did not attempt to use
creativity to avoid disciplined effort.
Disciplined Eccentric
Churchill was a major technology innovator in military affairs.
He drove the invention or adoption of the tank, oil-fueled ships
and radar, among other technologies.
Yet despite his creativity, he insisted on discipline in
applying technology. In Churchill's "The Second World War:
The Gathering Storm," he made a powerful observation about
process integration being more important than technology.
Discussing the British radar defense systems that proved
critical to defending against German invasion during the Battle of
Britain, he wrote: "The Germans had developed a technically
efficient radar system which was in some respects ahead of our own
[but] we had turned our discoveries to practical effect, and woven
all into our general air defense system. In this we led the world,
and it was operational efficiency, rather than novelty of
equipment, that was the British achievement."
He certainly was a knowledge-based executive. He would have
understood the current economy well -- the informatics, the
forecasting, the making of decisions in the face of ambiguity. He
would have seized upon the Internet, given his writing and
information orientation.
Churchill in many ways had the qualities that make a great
corporate leader managing a large complex organization today --
that of the "Grounded Eccentric." Jack Welch, Bill
Gates, Andy Grove and others like them are deeply talented and
aggressive. They also are, as their memoirs and biographies show,
unusual men -- even eccentric.