The Handy/Hutchins work model is devilishly simple. It explains much of what’s happening in the workplace and provides the rationale for the Brand U trend. When Handy first proposed his vision of the corporate workplace, it was considered too bleak and radical.
Middle managers were considered indispensable. Quality, information systems, accounting, training, industrial engineering, and human resource professionals were core and necessary to sustain the organization.
Our extension and contribution to the model was to provide the rationale of what’s happening in the middle circle specifically the current widespread projectizing of work and the genesis of Brand U’s. For example, many middle management functions have been downloaded to first level supervision and self-directed teams. More managerial and technical professionals have become part of Handy/Hutchins middle ring and are retained as long as they add value. On the other hand, these Brand U managers and professionals can develop marketable skills that they can shop to the highest bidder.
Brand U, middle ring people, work on projects that complement or supplement the organization’s core processes. For example, a company may want to develop a complex new product. The company doesn’t have all the resources internally so it’ll hire contractors to complement its existing core team with specialized skills. Or, if a fast-food restaurant anticipates a spring or summer rush of business, it’ll hire temps to ensure there are sufficient people to prepare food and service customers.