| I was once held hostage—by
an employee.
I was in the first weeks of my new tree-removal business
and had hired an arborist to assemble and run the crew.
He quickly saw that I couldn’t survive without him—“You
know business, not tree removal,” he indelicately
pointed out—and demanded an increase in salary. I
couldn’t afford him, so he jumped ship for a more
lucrative position. And I shut down the business.
Mine was a situation familiar to many entrepreneurs. But
could I have avoided it?
Absolutely.
While empowering employees is key to retaining them, surrendering
too much may come back to bite you. Heed the warning signs
and keep equilibrium in your business.
Warning Sign No. 1: Beware
the business driven by something other than your own core
competence
As my mutinous employee pointed out, I don’t know
how to remove trees. That means I can’t assess the
quality of my product, or jump in and do the work should
the crew fall ill or, more likely, leave. In my case, that
was a key weakness; the crew does the work and is also the
face of the company.
Does this mean you can’t run a business unless you’re
an expert in every facet of its operations? Of course not.
But be mindful of your vulnerabilities.
In the case of my tree business, I may have been able to
cope if my coffers had been big enough to support two foremen.
That way, I would have some redundancies in crew management—a
backup in case I need one. Thought of another way, I would
have diluted my vulnerability (i.e., my lack of tree removal
knowledge) with two managers instead of one.Given my limited
financial means, however, I had to lean on one man—and
paid the price. Simply put, I chose the wrong business.
Had I started, say, a tutoring company, I could have easily
filled in for tutors who didn’t show up.
The lesson: the operator of a small business must have
a core competence that meets the business’s minimum
requirements.
Warning Sign No. 2: Beware
the business driven by highly skilled labor
I see two reasons for concern in this area. First, as in
Warning Sign No. 1, if any of these employees disappears,
you may find your business stalled. Even if you’re
capable of doing the work, you may need extra skilled help
that is hard to find.
Think about the lawyer whose associates leave him high
and dry: where’s he going to quickly find more lawyers
to help him with the case? He can get them, but it’s
not easy.
Second, and more important, is that businesses driven by
highly skilled labor—graphic design firms, for instance—have
trouble scaling. A business that depends on each and every
employee’s reinvention of the wheel cannot easily
duplicate itself across geographies or markets. Operators
of these businesses work as hard for the first dollar as
they do for the last. And that can be a heavy cross to bear.
My defunct tree company is a perfect example. Let’s
assume for a moment that my arborist had remained with the
company and I could have jumped in and done the work had
he fallen ill. That still doesn’t change the fact
that every tree is different, and every job requires the
individual judgment of the arborist. For this reason, I
would have had to add a second crew had I grown—and
that would have meant a search for another arborist, additional
equipment, and more training.
I am not suggesting that businesses that depend on highly
skilled labor are poor models. But the successful ones do
something that the others do not.
They automate.Not necessarily with technology, though that
can be a wonderful tool. Companies also use standard procedures
and division of labor to put their operations on autopilot.This
allows an employee to jump in should another fall overboard.
Consulting firms, which certainly depend on skilled labor,
are masters of this technique. They create templates to
standardize and automate system implementations, strategy
analyses, process improvements and other services. To the
customer, this is sold as a “methodology.”
But inside the consulting firm, it’s a way to keep
the operations running efficiently. (Incidentally, these
methodologies also help consulting firms maintain a consistent
brand.) In this way, any consultant can jump in and do the
work of another, at least to some extent.
Could I have automated my tree business? Sure, but not
where it counted. The arborist does all his work in the
tree: coordinating the felling, working the chainsaw, attaching
the crane, and managing the crew. Every job is different
because every tree is different. And there isn’t room
for more than one person on any given tree, so division
of labor is impossible.
Warning Sign No. 3: Beware
the gold-rush mentality
I had started my tree business amidst a dramatic bark-beetle
infestation that had killed millions of trees over the course
of one year. I was so focused on the increase in demand
and the promise of profit that I failed to anticipate the
other side of the equation. That is, the scarce pool of
skilled tree climbers would suddenly be in demand and could
thus squeeze employers for as much as they liked.It’s
an easy mistake to make: I forgot to test my assumptions.
I assumed that there was plenty of labor to go around (after
all, that was the case with every other business in which
I had worked). Instead, I concerned myself with finding
bargains on bulldozers and cranes because I was intimidated
by their six-figure price tags. As it turned out, finding
cheap equipment was easy. So I moved forward with no further
questions—and when I lost my arborist, I couldn’t
find another.
The Takeaway
Am I suggesting that it’s foolish to start a small
business unless you can manage its every aspect? Is it true
that small businesses that depend on skilled labor are doomed
to fail? And when an opportunity presents itself, does the
entrepreneur have to question its every single aspect at
the cost of progress?
The answers, of course, are no, no and no.
But every business model has its weaknesses, and labor
is an important factor that often takes a back seat to sexier
issues such as marketing and operations. My point is this:
when devising your strategy, don’t underestimate the
leverage your employees possess—and have a backup
plan in case you’re left hanging… from a tree.
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