On January 2nd, 2008, I didn’t predict that we’d enter a recession. I went on the record and said the recession had started. Despite another eleven months of denials by economists and politicians, at the end of November 08, the National Bureau of Economic Research (NBER) declared that the recession had in fact started back in December 07. Vindication!
In an earlier blog on November 26th, before the NBER had even declared that we were in a recession I went on record as saying that the depression HAD started. Vindication again? We’ll know soon enough.
Some in my company have asked why I’m such a pessimist. Why can’t I be more positive about things, they ask? The answer is simple. Whenever my company has gone through a tough spot for one reason or another—inevitable in any young company—I could be the visionary optimist, boost people’s spirits, and they’d fight through it. We always turned things around. Unfortunately, my optimism can’t turn around our economy. And I don’t think a new President can turn a structurally wounded, globally intertwined economy around, either. So the much more responsible thing for me to do is to be a realist. I promise everyone—when I believe things are starting to turn around, I will be the biggest economic cheerleader you’ve ever met.
Now, what should you be doing about all this uncertainty? Managing risk is certainly the job of every CEO, but it may sound more like a black belt’s topic to dive into the nitty gritty of mathematically defining different statistical interpretations of risk and the difference between downside risk and upside risk. There are several algorithms that can be used, but here’s a layman’s interpretation of what I’m talking about.
I’ve had quite a few clients recently explain to me how they are working to:
“Avoid cutting so deep that we’re unprepared to reap the benefits of recovery.”
My reaction: absurd! I think that’s an irresponsible mindset for most companies. Here are two examples of the difference between upside and downside risk:
- In the American system of justice, we consider the risk of sending an innocent person to prison much more severe than the risk of freeing an innocent person. Hence, the requirement to be “convinced beyond a reasonable doubt” and for conviction by a unanimous jury.
- In the casino, if you only have $100 and lose it, you go home. You’re out of money so you can’t gamble more to win it back. If you win $1,000, you can keep playing until you lose it all, including your $100, so you still go home. You could quit, but many don’t.
What’s the point? The point is that making excuses not to cut as deep as you can has almost become a part time job for many executive teams. Which risk would you rather come to fruition: the risk of not making as much money in 2010 and 2011 as you otherwise might, or the risk of not being around in 2010 in the first place?
To help you think it through, here are all the reasons you SHOULD be cutting deeper:
- How do you know what you’re really capable of until you cross that limit by taking a chance on cutting too deep?
- With skyrocketing unemployment, you can always hire someone if you need to.
- In fact in many cases, you might be able to hire back the same person you let go given that the time to find new work has been growing fast.
- You can tell your people you expect them to work longer hours and weekends to survive the depression, but until you actually push them to do it, many won’t.
- When you have enough people to do things that no longer matter, they keep doing them. Only after you cut deeper are people forced to truly prioritize.
Here are some additional considerations that many are still avoiding:
- Start reducing salaries and do it fast. Do it on an individual by individual basis. In good times, we are perfectly happy paying someone inside a “band” and as long as they are in the band we pay them 5%, 10% or more to get them to move from another company. We wind up with two people doing the same job but one makes more money than the other. The “market rate” for people becomes less the driver than the desire or need to get them on board as long as they are in the band. In tough times, their market value means everything. So assess market value and start renegotiating salaries down to the bottom of the range for everyone.
- Make it clear that salary cuts are not temporary. They’re indefinite. If and when the economy turns around and you or your employee feel they are underpaid because their market rate has risen, a raise is always negotiable. But do not set an expectation that you’re giving automatic raises back to the “old” salary when the economists declare the depression is over.
- Treat someone making $150,000 a year differently than someone making $30,000. A ten percent hit to someone making $30,000 a year might mean they can’t pay their mortgage. For the person making $150,000, it means they can’t contribute as much to their 401K. One can take it—the other can’t. You need to cut AS MUCH AS YOU CAN, but no further than each person’s personal financial limit.
- Stop making excuses for not doing the things above. There is no massive defection happening at companies that are more aggressively cutting headcount and wages. In fact, there’s substantial anecdotal data that says:
- When you layoff a big group of people, but then you only cut my salary, you’re actually signaling that I’m valued and you want to keep me. You’re cutting other people and costs so you CAN keep me. That actually gives me a sense of job security.
- I know that if you do lay me off, you’re going to give me a decent severance package. If I go to another company and a week later they shut down my business unit unexpectedly, I’m the last hired and my severance is next to nothing.
- The unknown is very frightening. If you’ve been keeping people in the loop on what’s going on and how the layoffs and cuts are going to stabilize things, that’s a psychologically safer place for me to be than a new company where I know nothing but the propaganda I got in the interview.
The bottom line is that when faced with situations we’ve never had to deal with before, bold action is something we avoid because we don’t want to get it wrong. In this particular case, however, the risk of inaction or insufficient action is MUCH greater than the risk of overreacting. Everyone knows that old saying, “plan for the worst, hope for the best.” Well, we’re all hoping for the best. It’s time for those in charge to do their jobs and start planning for the worst.