Even senior managers are confused on how to make their numbers, their financial targets, because of marketplace changes, customer concerns, and organizational transformations. Traditionally, senior management, at the vice presidential or business unit level, would operate autonomously but now must collaborate and operate as part of a team. Brand U CEOs have discovered that the complexities of managing an organization of Brand U’s require more collaborative decision-making.
Brand U leadership and authority issues are also confusing senior managers. What’s their proper role in the organization? It isn’t cool to be an authoritative or strong manager. Decisions even at the highest organizational level are more often made by consensus. On the other hand, the workplace is sometimes anarchic with Brand U teams going in separate directions: product development teams focusing on different products for different customers; plants trying the latest fad of the month; or consultants advocating far-out solutions. All of these create organizational confusion instead of cohesion.