March 1996 € Volume 6 € No. 3
Guest Editorial
Everyone Wants to be Successful, But Not Everyone Knows How
By Jeffrey D. Hester, CPIM, CIRM, President and CEO, Pierce Foods
To be successful in business today, a company has to do many different things,
all of them well. The trick is knowing what to do, which is management's
responsibility. Years ago, managers could successfully lead a company by
executing a few strategic activities. Excelling at just two or three areas
was enough to achieve success.
Today, the environment is different. Now a company must excel in eight or
nine things concurrently: big difference. Additionally, business functions
are complicated and interrelated. Because of this new environment, leaders
now must examine their businesses in new ways. Education is an important
tool to help managers in this new role.
The trick to successful management is knowing where to focus resources.
Employing managers who have an extensive body of knowledge is the key to
success today. Unfortunately, managers with this knowledge are in short
supply in most organizations.
The APICS Certified in Integrated Resource Management (CIRM) program teaches
the skill set managers need for success in today's environment. Certification
is the single best thing top management can do for itself and its managers.
As president and CEO of Pierce Foods, a small, family-owned frozen food
company specializing in poultry products, I personally have gained a much
broader perspective from my CIRM certification and I understand the usefulness
of this type of education. Since I must constantly ensure that Pierce Foods
changes in ways that add value to our company, I want all department heads
within my company to become Certified in Integrated Resource Management.
CIRM can help management learn to operate a company much the same way as
a doctor examines a patient. A doctor has a broad perspective of the human
body-a level of understanding resulting from years of learning. A physician
never stops learning about new treatments. The modern manager also must
have a broad perspective about his/her company and will continually self-educate
about the new developments in the business world. He will see competencies
where others only see products and services.
An educated physician is continually learning about the systems of the body
such as the neurological, reproductive and immune systems. A modern manager
also must gain greater understanding of complex systems within the business
organism, including complicated supply chains, brand management and new
product development systems that cut horizontally across the organization.
To understand the general health of a patient, a physician must examine
the body. Examining one small part of the body reveals only a limited understanding.
Likewise, managers must now understand how the entire organization functions.
Knowing how the company accumulates resources and how these resources are
processed into marketable products is vital.
The physician must consider the patient's living environment when making
a diagnosis. Similarly, companies cannot be evaluated without an understanding
of their markets. External interdependencies exist with suppliers, customers
and even competitors.
The physician understands that life is the result of adaptation and evolution.
Business systems also evolve. Change will continue. Marketing, production
and management information systems must continue to change. Companies' competitive
advantages are constantly changing to meet customer's new needs. A successful
manager is prepared for change.
If the modern manager understands the company as the physician understands
the patient, the manager will be able to change the company successfully.
A company's success depends on good leadership. Today's leader must change
the company into an organization that thrives in the new environment.
I have constantly wrestled with the thought that there are changes occurring
in ways that do not add value to our company. Fortunately, the company is
composed of talented people, individuals who are very good at what they
do. I have great confidence in them. Each understands the environment in
which we live.
Our management team has gained a broader perspective on our business by
reading CIRM materials and studying for CIRM examinations. Leaders within
our organization know that their career advancements will be influenced
by these examinations. I am encouraging all leaders to invest the time to
become certified.
Because of our involvement with APICS and its body of knowledge, our company
is changing into an even stronger organization. Our leaders are gaining
a broader understanding of our company. We are trusting each other more
and more. We have grown closer because we have gained a greater understanding
of our operating systems and are learning to see the entire organization,
not just our individual departments. We are constantly learning about ourselves
and the environment in which we live. We are beginning to truly understand
the growth process within our company.
The investments that companies make in the education of their employees
are the best investments they can make. I encourage all companies to continue
to educate their employees, and I can think of no better way than through
APICS.
Jeffrey D. Hester, CPIM, CIRM, is chairman and CEO of Pierce Foods,
a processor of pre-cooked, frozen chicken distributed throughout the United
States and internationally.
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