In my last post, I described an alternative conception of US higher education that supplants the current thinking of the student-as-customer and the problems it engenders. I proposed that we should abandon that model for one that promotes the individual student as a consumer with society as a whole being the customer. This new paradigm merges the best of the traditional view of higher education as a meritocracy to improve society and the trending view of higher education as merely a private benefit for student careers. It also identifies the college mission as the product each institution must deliver to society.
I further suggested that this new paradigm can offer insights into most mission-driven organizational systems.
In a Mission-Driven Organization, Your MISSION Is Your PRODUCT
This one should be pretty apparent. Your mission is a purpose as viewed through the lens of your organization’s values. It is what you are trying to produce or to deliver on. It keeps you centered and on track and, deployed wisely, it can be a strong incentive for both staff and leadership.
If you were a carmaker, your product would presumably be cars. But in that for-profit world, where the main value is to make money by making cars, if the same company could make money by doing something else, such as floating car loans or manufacturing buggy whips, then those would be viable options for production and profit too.
If “product” is too concrete, think of your mission then as a process or service. Whatever the analogy, your mission is both the purpose and the overarching desired outcome of your organization.
In the mission-driven and nonprofit world, the focus should largely be on the mission. If your mission is to support developmentally disabled kids, then that is what you do. You cannot get sidetracked by a sudden impulse to start a food bank no matter how altruistic and beneficial doing so may be—at least not without considerably altering the scope of your mission and your organizational structure.
In a Mission-Driven Organization, Your CLIENTS Are Your CONSUMERS
Just as students are a college’s principal consumers, your clients, the people and organizations you directly provide services to and/or support, are your consumers, not your customers.
So what is the difference? In the for-profit world, a customer is an individual who buys or receives a product or service; in the case of nonprofits, this would be whatever good or service fulfills the mission. With for-profits, the consumer is an individual who directly uses the product and is often one-and-the-same with the customer who makes the purchase. It is similar for nonprofits although the consumer and customer are more often separate. In many cases, the mission itself is to supply some good and/or service to clients who are not paying for that service, at least not at market value. Consequently, they consume (literally or figuratively) the goods and/or service you provide.
For instance, if the mission of your organization is to develop and provide studio space to up-and-coming artists, those artists become the consumers of whatever space and assistance you offer. This holds true even if you charge a reduced or at-cost rent. If they were clients in a purely transactional relationship in which you offer the space at an undiscounted or unsubsidized market rate, you would just be a commercial realtor. Another example: If your mission is to support a particular political cause by producing studies in line with your position, those who read and apply those studies are your consumers.
In a Mission-Driven Organization, SOCIETY Is Your CUSTOMER
At its simplest, the customer is that individual who pays you to deliver your product. For nonprofits and mission-driven organizations, this would be society itself, which, one way or another, is paying you to fulfill your mission. The payment could be through direct donations, foundation grants, government entities, or some other source. The relationship here is evidently transactional, but, just as with higher education, the idea is that your mission (product) is transformational.
Mission-driven organizations presumably serve a higher cause by adding value to society. In some cases the service to clients will directly benefit society, such as supporting economic development or promoting beautification or conserving land. In such cases, the consumer and the customer overlap or blend. Consider, if your nonprofit mission is to promote a political point of view, the very act of doing so would, in accord with your convictions, advance society. Your political opponents, though, may differ on that assumption.
More frequently, the service to society is indirect or cumulative, such as educating or feeding those in need or expanding the reach of the arts or providing religious instruction. If you are a church, your direct reach only extends as far as your congregation or the recipients of your charity, but presumably you intend the value to your individual constituents will extend through them to improve society in part or whole.
Of course, the societal improvements envisioned would be peculiar to each organization and its mission, and such improvement is in the eye of the beholder.
Transformation over Transaction?
As in my example from higher ed in Part 1, these distinctions matter. When in the past the focus of US higher ed was heavily on the mission as a transcendental aspiration and on the claim that higher ed was primarily a meritocracy that inherently benefitted society, students tended to get lost in the sauce. When the paradigm shifted to the student-as-customer model, the focus on societal benefit faded, and the student-university relationship became much too transactional. A balanced approach, with the college mission as product, society as customer, and the student as consumer, eliminates false dichotomies and recalibrates the relationship of higher ed to its product, customer, and consumer.
This healthy model can inform all mission-driven organizations albeit with two obvious caveats:
Nonetheless, considering your mission-driven organization in these terms can help you grasp its overall purpose while reconceptualizing and balancing the relations among its functions. Shifting emphasis to one area does not necessarily mean shifting focus away from another so long as their interdependence is understood. Assuring that the mission (product) is paramount does not warrant neglecting clients (consumers) or the overriding contribution of your organization to society (customer). Nor does it mean that focusing on the mission overrides organizational concerns, such as treating staff with the same dignity you seek for your clients. Doing good starts at home.
The relationship I describe deemphasizes the transactional and, when properly appreciated and calibrated, can guide your organization to be appropriately and powerfully transformational.
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A TRUE Tale with three morals
Years ago, when I was a university dean, I was given the additional job of overseeing our study abroad program. How I ended up saddled with this extra duty is fodder for another day, but my only compensation, aside from the warm-and-fuzzies gained from knowing that my efforts enhanced student learning, was the fact that I got to travel to a few cool places.
One May, we sent 36 students and faculty to South Africa for five weeks. We were very familiar with this trip and its ins outs, and I had twice traveled there myself, once with students. This time I delayed my departure to handle some business stateside, but I planned to join them mid-trip. The second day of the excursion, a phone call awakened me with the horrific news that our travelers had been highjacked at gunpoint on a bus and robbed. They were now all safe and sound, but they had been in real danger.
To compound the situation, one of the students texted home to tell mom, and mom then contacted the media for whatever reason. Since one of the faculty chaperones on the trip was the recently retired police commissioner of Baltimore, media interest was piqued, and so we were off to the races.
I won’t distract you with the details, but I convened with a group of university vice presidents to decide what was next, and we agreed it was best to bring everyone home.
None of these vice presidents had any experience with study abroad, and some of them had never been abroad themselves. In fact, I am pretty sure, one had never even been on plane. Their inexperience confounded their ability to assess and anticipate distance, geography, logistics, and the basic protocols of international travel. Study abroad professionals typically visit student destinations in advance to preempt just this sort of disorder. Since as a mere dean I was the lowest-ranked person in the room, my perspective was dismissed out of hand despite my personal knowledge of the travel conditions, the topography, the people, and the local challenges. Thus, arrogance and power, as always, proved a noxious combination and hampered our ability to reach conclusions and communicate clearly. As a result, we missed several opportunities to resolve the matter expeditiously, alleviate parent fears, and manage the media.
Since the press had taken an interest in the story, the VP for communications, the only VP who was not using this crisis as an opportunity to posture and preen, arranged a press conference with the four local television stations for the next day and tapped me as the university’s spokesperson, a job I neither sought nor had any training for. Even as we worked to extract our travelers, television reporters and news crews arrived on campus and lined up their equipment in a designated area.
While all this was going on, we were having trouble making arrangements for our travelers to get from Pretoria to the Johannesburg airport in part because of the VPs’ antics. Their stupidity peaked with someone’s suggestion that the Pretoria police should use their vans to transport our travelers and all their luggage to Johannesburg. “I looked it up. It’s only 30 miles,” this VP boasted, the one who had never flown. I had to counter that in my experience, the police in any country are generally not willing to commit their vehicles and officers to transport tourists unless it’s to the pokey. He, in his infinite arrogance, was not convinced.
No matter how much I explained that the trip leader was at the police station armed with only a flip phone and had no access to email, they would not relent in their anger at him. They were looking for someone to hang, and he would do nicely. (I don’t hesitate to point out that he is Black and they are all White.)
They also were furious that he had not already secured a bus to get everyone to the airport at a moment’s notice. I pointed out that even in the U.S. he would have been hard-pressed to have arranged a bus so quickly and to have it wait on-call. I also explained that, although the Tambo airport was only thirty miles away, it is a large and difficult airport to navigate, that it often had long lines, and that clearance to fly to the States included individual pat-downs of every passenger by security. All this delay would have to be factored into the timing of any departing flight.
The VPs were having none of it. One of them speculated that given the special circumstances, the airline would certainly suspend security checks! I just cannot make this stuff up. The three kept hammering away as I tried to reason with them and protect the trip leader. Our words grew heated. At one point, one of the VPs, the one who was afraid of flying, yelled, “You sound defensive!” To this day, I do not know how I refrained from yelling back, “And you are being highly offensive, you ignorant racist jackass!” Anyway, that’s what went screaming through my mind.
All the while, through the window I could see the camera crews outside adjusting their equipment. They were almost ready for me. The VP for communications came to the office door several times to get me ready, but the other VPs shooed her away. Eventually I realized that the only way for me to get out of this was to let the bully VPs take it out on the Black employee in South Africa. As we called his cell by speakerphone, I anticipated that they would rip right into him when he answered. Instead, they all looked at me. Cowards. They expected me to do their filthy work.
I greeted him and then sternly but without raising my voice, chided him for neither magically arranging for a bus to appear nor somehow commandeering all the police vans and drivers in the city of Pretoria. He and I were friends, and he knew me well enough to read my tone and put on a show of indignity to make it sound good. The VPs were satisfied, or at least that is how I read their smug expressions. That deplorable task out of the way, I was free to go talk to the media now without any preparation.
Later on, when I was done with the press, I called the trip leader to apologize for my earlier sternness. He knew the players and had grasped the situation but appreciated my call nonetheless.
I tell this story as an example of the peculiar propensity to point fingers overwhelming the need to solve problems. We had to resolve a crisis, a real crisis. “Crisis,” by the way, is a word I never use lightly because it is deployed far too readily to describe even routine challenges. With the additional strain of the press breathing down our necks, having three VPs chew me out and then compel me to chew out my colleague (from 8,000 miles away) was not a good use of our time or energy. Even if he had screwed up (and he most certainly did not) or I had screwed up (nor did I), there was no reason to indulge in this little power play cum game of gotcha. I suspect much of this nonsense was because I was chosen to be the spokesperson and not them—pathetic jealousy. Also, they were all veteran bullies and could not pass up an opportunity. The remainder of their motivation, though, seemed nakedly racial to me.
Whatever their excuses, it was unreasonable to point fingers when a problem was at hand. On rare occasions, assessing blame may be necessary to solve the problem, but, almost always, doing so is a massive distraction. Furthermore, I have often found that, after the dust has settled, the need to assign blame becomes blunted anyway.
In this case, the immediate stakes were particularly high. Not only did we have to get our travelers home, but if these arrogant VPs had been successful in rattling me, I may have flubbed the press conference and created a new mess. Perhaps that was their goal all along, to set me up for failure. If so, they blew it.
Fortunately, the press conference went fine—almost. For the broadcast, one TV station juxtaposed my statements with contrary claims from a lying secret source whose voice was electronically distorted (cannot make it up!), but I was later able to correct the record during a post-return press conference. The journalistic malpractice on display was astonishing. We eventually got everyone home safely albeit several days later than necessary due to delays spawned by finger-pointing tantrums. As for the bullying VPs who ambushed me, they just crawled back under their bridges to troll another day.
Moral 1: The more you are pointing fingers, the less you are solving problems.
Solve problems first. Point fingers later--and then only if doing so serves some useful purpose.
Moral 2: Just because you have a big title does not make you the expert.
If you think that is the case, you are dead wrong.
Moral 3: Avoid the press if you can.
The press, like the troll, is not likely to be your friend.
My first administrative position at a university was as the founding dean of a School of Humanities and Social Sciences. My education and professional background is in the humanities, so I had much to learn about the social sciences and how they relate to the humanities as I stitched two disparate academic areas together.
For those whose have not been anointed as academic cognoscenti, the humanities are fields such as philosophy, religion, English, and often history. The social sciences consist of such fields as psychology, sociology, economics, political science, and sometimes history. This being academia, there are many other fields I could list as well as more overlaps, underlaps, interlaps, metalaps, and burlaps, but you get the idea.
Academic fields can be surprisingly territorial and unaccountably competitive. Take, for instance, the sometimes factious relationship encapsulated in the common phrases “soft sciences” and "hard sciences." The behavioral or social sciences are designated "soft" (read: inadequate, facile, insubstantial) while the natural sciences are regarded as "hard" (read: formidable, challenging, consequential). As strange as such hierarchies may seem to nonacademics, there are more. The humanities are often dismissed as not serious (read: just plain soft without even the patina of scientific hardness, mushy). Further down the pecking order, you may find the fine and performing arts, which are cast as softer still, (read: squishy). These are just some examples of the disciplinary caste system that bedevils academia.
Despite these distinctions and hierarchies, commonalities among these fields are evident. The natural sciences and the social sciences share research methodologies and even terminology. Meanwhile, although humanistic methodologies allow for far more fluidity than do the natural and social sciences, the social sciences and humanities share a common set of questions and inferences regarding the human experience. For their part, humanists themselves sometimes look down upon the arts as not being serious or scholarly enough even as they rely on the arts for much of their subject matter and much of their way of knowing, among other things.
For those keeping score, then, the traditional and entirely unreasonable pecking order of academic disciplines in the liberal arts is
1. Natural sciences (hard)
2. Social sciences (soft)
3. Humanities (mushy)
4. Arts (squishy)
To be sure, most competent academic professionals eschew this silly disciplinary caste system, which is largely the stomping ground of the arrogant and the ignorant. Solid academic professionals readily bridge the gaps between fields, capitalize on their similarities and synergy, and exploit their differences in order to collaborate on better serving students and scholarship.
What Are Soft Skills?
I recount all this as an oblique approach to the question of softness. Just as the social sciences were dismissed by some as soft sciences, the arts, the social sciences, and the humanities are sometimes dismissed as basic training in mere soft skills. There is a pronounced pliability at play in these fields that is allegedly not so important to other fields such as the natural sciences or business.
Soft skills, though, involve a mastery of the plasticity of human nature while hard skills are needed to perform particular tasks in a specific field. For example, the ability to persuade would be a soft skill in the workplace while the ability to utilize a database would be a hard skill. Both skills can be learned, but soft skills can be quite slippery while hard skills are often (not always) more readily grasped.
Importantly, despite the negative implications of the term “soft skills,” when employers are surveyed about what abilities they most value when hiring, the response invariably focuses on these very soft skills, such as communication, critical thinking, leadership, teamwork, problem-solving, creativity and on and on, with the implication that hard skills can be mastered on the job. Note that all these skills are difficult to define and yet are transferable across most professional fields.
What Are Human Tools+Paradigms?
I prefer to think of soft skills as “human skills" or “human tools and paradigms,” which, by a wild coincidence, is almost the title of this very blog, where I develop and offer a kit of tools and paradigms for leaders to understand their organization’s mission, their employees, their colleagues, and their role in the whole scheme. My essays don’t simply recite and describe the skills that need to be mastered. For that, just Google "soft skills" to get lists of "The 7 Soft Skills," "The Top 10 Soft Skills," or the 120 soft skills. Each of the tools and paradigms I elucidate, being rather challenging, demand contemplation, analysis, and sometimes demystification.
On my website and blog, I use a header image of mechanic’s tools, which most immediately evokes the hard skills but suggests that the soft skills I tout, the human tools and paradigms, are at least as materially relevant as the hard skills. They also require the most training, practice, and maintenance. This differentiation is represented by the glowing lamp that lies on top.
Those who possess and have mastered the use of an array of these human tools and paradigms, a fulsome kit, set themselves apart from the herd of the merely competent. They stand out as the extraordinarily accomplished among their peers and, not for nothing, make the most successful managers and leaders.
Continued proficiency in these skills requires ongoing development, improvement, and refinement. No matter the context, these human tools and paradigms have proven to be, again and again, the hardest skills of all, the soft ones.
Jim Salvucci, Ph.D.
I am a former English Professor and academic administrator with experience at several institutions in the U.S. and Canada. I have a broad background in management and leadership and have mentored countless faculty, staff, and students, by offering them Tools+Paradigms to help them rethink their assumptions and practices. The Human Tools+Paradigms I present in this blog capture what I have learned from working with them and from my experience and research. You can read more about me here.
Jim Salvucci, Ph.D.