I ask for your indulgence, for what follows is an informal word-wall connecting conversations I’ve had with some W2 friends.
Pick your favorite gospel on disruption. Schumpeter’s creative destruction, Christensen’s innovator’s dilemma. Most companies, sometimes even industries, will eventually recognize themselves as a melting ice cube.
In a great talk back in 2009, media investor Peter Chernin warned:
One of the things I always used to say to the people who work for me is that you can’t protect your business, and your job is not to protect your business. Your job isn’t to protect. Your job is to maximize your business at any given time, but your real job is to grow new businesses faster than the old ones decay.
He uses record labels as the cautionary example. They set out to protect their business, but “to the degree you’re going to try and do it you’re going to get killed because technology is going to liberate audiences in such a way that they’re going to get what they want regardless.”
It feels like there are only bad choices for companies that are now run-off businesses. Re-investment feels too speculative, but panic will preclude any chance of a soft or at least dignified landing. Navigating these moments well is a sign of grace, but if grace were easy we’d call it something else.
Instead we get to witness corporate pathology.
The ice cube is melting. But it started as a very big ice cube. Big enough to bridge a middle-aged middle-manager’s soft landing into an early retirement if they can claim a larger share of a shrinking cube. Welcome to corporate hunger games on steroids.
The middle manager is a risk-averse incrementalist. That’s WHY they are middle managers. They will do no such thing as grow new businesses faster than the old ones decay. They need an accomplice to secure their spot on the life raft. This accomplice comes from an unexpected place. The partners.
You see, entrepreneurs have deranged brain chemistry. My friend Jason Buck and I were drinking coffee in my backyard on Wednesday when he described an entrepreneur as someone who works 100 hours a week for themselves to not have to work an hour for someone else.
The entrepreneur, the founder, the partner is a delusional optimist. A melting ice cube can be refrozen if you just find the right segment to sell to, the one that somehow eluded you when things were going well. The middle manager latches on to this hope.
He crafts a business plan to do things “radically” differently. Of course, radical in this context is a mere gesture in comparison to the extinction-level shift in the business environment. The partners, never ones to back down from a fight, support this can-do attitude from the manager who stepped up.
The manager, energized and enabled, moves to consolidate influence. By promoting their plan, any plan, doomed as it is, they portray unsupportive colleagues as quitters by virtue of their dissent.
“If you’re not on board with my [dumb] plan, you clearly hate the company and are not a team player.”
There’s no serious appraisal of the dissenting argument’s merit. And that’s probably because the dissenting argument is “Umm, we’re f’d, so we should focus on retention, not growth, because [insert analysis that actually makes sense]”. Any analysis that maximizes EV in a losing game will be hard to sell against a bad strategy employed with hope. We gamble to get back to even and we’re risk-averse when we’re ahead.
Our middle-manager doesn’t just knife out the dissenters. They fully larp optimism with expansion. They hire loyalists, veterans of this obsolete-but-not-yet-obviously-so strategy. The loyalists are relieved. They, themselves, were cooked seeing the same writing-on-the-wall, but they just got thrown a lifeline by the last firm running the old plays. The only plays they’re familiar with. The reunion with their middle-manager buddy is as predictable as you expect, complete with brown liquor and nostalgia for those nights during training when they were chasing tail in Murray Hill and scarfing khati roll together if they struck out that night. Ah, Indian food before bed. To be young again.
The loyalist cluster is pragmatic. Every year of health insurance and private school tuition extends the polyester harmony that is their home life. But for the middle manager, the loyalist cluster is strategic. He’s like an old piece of tile covering himself in linoleum. It’s all wrong but a bigger nuisance to remove. Become hard to kill by entangling yourself deeper in a hierarchy that you created and from which you are a convenient buffer between partners and minions whose names they never want to know.
The misalignment, politics, and the waste of human life force in the name of self-preservation of an artificial environment (that’s a big one to unpack, but y’all might have to come have coffee or maybe something a bit stiffer for that convo) are regrettable.
But you know what I find worse?
That our middle-manager protagonist was not as cunning as he seems. That his primary offense was stupidity. That he sincerely mistook the situation for something he could fix instead of a noble impulse towards calculated self-preservation.
Stupidity is uncivilized. It’s unpredictable. “Say what you want about the tenets of national socialism, at least it’s an ethos. These guys are nihilists.” That’s how I feel about our manager if he is stupid. That’s a barbarian. It might be unpleasant, but you can reason with the merely deceptive.
I’m not sure if our middle-manager character (whose likeness to any real-life individual is purely coincidental) is sincere and stupid or just trying to survive, but those accomplices on high, blinded by desperate optimism, channeled the old guy at the club instead of having the courage to reinvent or the grace to just go home.
Then again, being who they are is what got them to giant ice cube status in the first place.