How Critical Is Good Financial Information, Anyway?
The members of every generation believe the business environment in which they work is tougher than ever before. Today we are no exception. Those who follow us will likely be no exception. Well, guess what? Everybody’s right! Managing a Company in Today’s Business Environment As business gets more competitive, more global, more techno-logically driven, it gets easier for others to compete with you. It gets harder to be successful by just doing OK. It gets harder to launch a good product and enjoy the benefits of your innovation for a long time without serious competition. And, yes, it does get tougher to make a living. So what was good enough for our parents to be able to get by and make a “good living” isn’t good enough today. You may have read that many of us will fail to achieve the relative standard of living that our parents did because of that tougher world out there. Of course, if you’ve been alive for the past 10 or 15 years, you also know that there are unprecedented opportunities to create new wealth, new products, new companies, and new fortunes that never before existed. It’s unlikely that our forefathers could have imagined for-tunes being made, and lost, as quickly as they were in the ’90s.
So it’s hard to argue that times are more challenging now. The question is: what can you do about it? The answer: not much about the times, but a lot about how you prepare for them. And that’s what this book is all about.
When I was a young boy, my father owned and ran a small grocery store that supplied the neighbors with their daily house-hold needs, long before supermarkets killed the mom-and-pops that then existed in every neighborhood. When school was over, I went to the store to help out, because mom and dad were both working there. My first job was opening cases of packaged goods, pricing the packages, and stocking the shelves. Then I packed groceries and delivered them to customers, sometime safter taking their order over the phone and personally filling it.(Yes, that was how many small stores did business back then.)Then I graduated to cutting meat in the fresh meat department. By the time I was in junior high school, I was checking out customers, opening the store in the morning, and finally running the store when my parents went on a rare vacation. By the time I was in high school, I had run every aspect of a small business, including opening and closing the cash register and doing the bookkeeping at the end of the day.
In today’s business terms, I had worked in shipping/receiving, warehousing and inventory control, production, sales, delivery, billing and collection, accounting, and management.
Uncommon today? Yes, and yet that diverse background is exactly what is being demanded more and more of today’s up-and-coming professionals. Managers in companies large and small, including directors, vice presidents, and general man-agers, are finding their particular specialties aren’t going to carry them to the finish line as they might once have.
Their first clue might have been the arrival of the personal computer. Senior managers and company executives a generation ago were challenged by their lack of knowledge of this new tool, no matter how firmly they knew their own particular areas of expertise. The young professionals coming into the business often made their bosses look old-fashioned with their mastery of this impressive and intimidating technology. Soon, as we discovered, those young professionals had children, whose computer acumen after being on the planet for only a few years made even their savvy parents sit up and take notice. And so it goes.
Now, as we are learning, finance and accounting are having an impact on many companies in ways never before thought of by managers outside the financial department. The accounting scandals of 2002 showed that financial incompetence, or carelessness, or simply lack of integrity, could wipe out the efforts of thousands of loyal, hard-working employees. The report card, it seems, has become more important than it ever was when we were in school.
Today we’re finding out that we need to know how to read are port card so we can just keep our jobs, let alone advance in our careers. Boards of directors now need to delve into the reports they have routinely received for years to a degree never before contemplated. They need to understand financial terminology and accounting methods they might previously have taken for grant-ed. CEOs now need to be completely aware of what their people are doing and the financial ramifications, because they will no longer be able to credibly say they didn’t know. And finally, managers within a company, whether large or small, are going to need to understand the rules of accounting and the boundaries of proper finance well enough to avoid getting into trouble just because they were aggressively trying to make their goals. As for those who aspire to become managers, they might not even get started up the ladder until they can demonstrate this kind of knowledge. So you see, it touches everyone.
Now, it’s all well and good to say that accounting scandals will make everyone learn more about finance and accounting, but is that the only reason to know this stuff? Of course not!
Consider the new manager who is asked to prepare a budget for his or her department.
How do you begin your budget? Well, how about sales? Do you start with what you hope you can sell? What you’re sure you can sell? What you sold last year or last month? What will management believe?
OK, if that’s too confusing, maybe you should start with expenses. What do you need to spend? What you spent last year or last month? What you hope you can get approval to spend? Do you actually know what it will really cost?
Just knowing where to begin is a challenge. And then how do you decide how much money or staffing you’ll need to reach the goals you want to achieve or that your boss wants you to achieve?
Whew! Why can’t Finance just do this for you?
And the truth is, of course, they really can’t. Oh, sure, Finance can prepare something that looks like a budget and in many companies that’s what happens. But then it’s not really your budget; it’s theirs. And if you miss the target they set, well, it’s not really your problem, now, is it? Yet as managers we know that each department knows its unique needs and capabilities better than anyone else. And we know from Management101 that a goal must be accepted—better yet, owned—by the people who actually will do the work, for there to be a strong commitment to achieving it. And that, simply put, is why each department within the organization must do its own budget and, therefore, why its managers must learn to budget effectively. And, yes, you will need to be able to answer, at some level, all the questions I’ve raised above.