In Part I of the series on collaboration I made the argument that professional services organizations should strive to encourage collaboration, because it leads to business growth. In Part II, I discussed the major obstacles to collaboration, and hinted on how to overcome them. In this last segment, I will take a prescriptive approach, and outline specific measures to unlocking the potential of collaboration. As in the past, I’ll also refer to the Harvard Business Review (HBR) article and study, titled “When senior managers won’t collaborate”, and some of my past writing on the subject.
A collaborative culture must originate with the leadership team. Leaders should consider and explore a firm development strategy with collaboration as a core attribute, or even as a sustainable competitive advantage. Take an all-encompassing approach: from recruiting and retaining talent, to growing the firm and boasting team performance. Demonstrate and communicate the importance of collaborating and growing the organization and the danger of not doing so to the business; become vocal in celebrating client development accomplishments and equally so to learn from failures; and nurture an environment where experimenting with innovative ideas is welcomed.
Leaders should define an organizational structure and compensation models that foster sharing and cooperation, again spreading throughout the firm: back office operations, technical and client facing practitioners. Employ tools and systems that encourage communication, knowledge sharing and transparency, which are some of the key components of collaboration. Establish functions and recruit / develop professionals who not only understand the value of collaboration, but have the necessary skills to build and cultivate collaborative culture. Focus on the system not the individual superstar performance. Set firm-based, common goals, which benefit the firm as a whole rather than the individual performer. For the greater good.
Leadership must adopt a “systems thinking” way to managing professional services organizations. To do so, approach problems by identifying the source of the issues: what’s the core, not the symptom. Employ all disciplines of the systems thinking theory (refer to my past article, "Systematic approach to business growth"), especially the ones of “mental models”, which among other things, explains why change management exercises and introduction to new business growth systems and programs might fail; and the “team learning” one, which casts light on what's behind the “narcissistic behavior” of professional services organizations, ultimately holding back collaboration and limiting business growth.
To my delight, the HBR survey offers professional services organizations tips similar to my prescriptions. It encourages leaders to walk the talk and show first hand by collaborating with others. Create opportunities for the team to connect and build trust. Resist the temptation to bring in rainmakers, but look for individuals with demonstrated collaborative experience. Celebrate team wins. Re-consider the compensation scheme of the firm and question how much weigh is attributed to collaboration, if any. I’ve seen some of this already take place in a few progressive organizations, where collaboration has become a factor in the compensation formula. Build a collaborative culture by tracking and rewarding non-billable collaborative initiatives such as mentoring. Enhance the knowledge sharing culture. Encourage regular workshops and secondment programs, and utilize communication technology and tools to share best practices. Develop teams to lead the way. Build collaboration in the firms’ development strategies.
The HBR survey takes a segmented approach, and in addition to the above-mentioned recommendations geared towards organizations and their leaders, it also speaks directly to individual practitioners. It recommends to professionals to be persistent. Select to collaborate with a firm influencer / rainmaker. Be fair to teammates. Communicate often and openly, and deliver on promises.
Organizational development research, as also confirmed by the HBR study, shows that organizations which build and nurture a collaborative environment manage to turn knowledge into action, share best practices and drive growth at a sustainable and fast pace. So, when examining what’s inhibiting organizational development and growth, reflect on the factors outlined above and most importantly, take immediate actions to close the know-do gaps and create collaborative culture.
For a copy of the HBR article visit: https://hbr.org/2015/03/when-senior-managers-wont-collaborate?utm_content=buffer98a13&utm_medium=social&utm_source=linkedin.com&utm_campaign=buffer
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By Mira Ilieva-Leonard | Mira.ilieva-leonard@istile.com
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