John R. Dunnigan

Easy To Say, Harder To Do

 

Allan Kennedy's difficulty in putting theory into practice ("That's Easy for You to Say," June) is like many other management problems. Managers take an internal view of the way they think things should be and try to impose it upon the marketplace. The customer's need and expectations should be what drive corporate culture. One should look for a tool that is a practical and useful guide for managing in a changing environment, rather than mandating how to think and act in all situations. And without a common business language and a common approach to new situations, a corporate culture will not be attuned to the customer's situation, and will be a hindrance, instead of an asset.