Introduction1

This handbook is about management principles; each chapter is written by an expert in the field - but why do we need principles?

To quote Ayn Rand (1982, p. 5):

. abstract ideas are conceptual integrations which subsume an incalculable number of concretes - and without abstract ideas you would not be able to deal with concrete, particular, real-life problems. You would be in the position of a newborn infant, to whom every object is a unique, unprecedented phenomenon. The difference between his mental state and yours lies in the number of conceptual integrations your mind has performed.

You have no choice about the necessity to integrate your observations, your experiences, your knowledge into abstract principles.

What, then, is a principle? A "principle" is a general truth on which other truths depend. Every science and every field of thought involves the discovery and application of principles. A principle may be described as a fundamental reached by induction (Peikoff, 1982, p. 218).

Everyday examples of principles that we use (or should use) in everyday life are:

"Be honest" (a moral principle)

"Eat plenty of fruits and vegetables" (a nutrition principle)

"Exercise regularly" (a health principle)

"Save for the future" (a personal finance principle)

"Do a conscientious job" (a work or career principle)

"Do not drive under the influence of alcohol or text while driving" (personal safety principles)

It would be literally impossible to survive for long if one did not think in terms of principles, at least implicitly. In terms of concrete details, every situation is different from every other. Suppose, for example, that a child were told, "Do not run across that part of this street today." What is the child to do on other days? On other streets? On other parts of the same street? Such a dictum would be useless to the child after the day had passed or if they were in another location. Properly, the child (at the right age) would be taught a principle such as "Never cross any street without first looking twice in each direction." This could guide the child's actions for life and in every location in the world.

How are principles formulated? They are formulated by integrating conceptual knowledge (for more on concept formation, see Locke, 2002 and Peikoff, 1991). Principles, in turn, are integrated into theories, again by induction (Locke, 2007).

TEACHING

The use of principles is critical to both the teaching and practice of management. Let us begin with teaching. Most instructors would agree that management is a difficult subject to teach. First, it is very broad in scope. It entails scores if not hundreds of different aspects. The more one studies the field, the more complex and bewildering it seems to become. Second, there are no concrete rules or formulas to teach as in the case of accounting, finance, or management science. Management is as much an art as a science. Third, although there are theories pertaining to different aspects of management (e.g. leadership), many find these theories to be less than satisfactory (to put it tactfully), because they are too narrow, trivial, or esoteric and/or lack firm evidential support. Often, they are based on deduction rather than induction (Locke, 2006). The potentially useful theories are mixed in with those that are not.

Traditionally, teaching has been done with either textbooks and/or the case method. Both methods contain the same epistemological limitation. Textbooks, because they try to be comprehensive, pile up detail after detail and theory after theory, but the details, even of subtopics, are very difficult to integrate. As noted, any theories that are presented often have severe limitations because they come and go like snowflakes. The result is that students routinely suffer from massive cognitive overload and a sense of mental chaos; thus, little of the material is retained once the final exam is over. This makes it unlikely that what was memorized will be applied to the students' jobs and career.

With regard to case studies, these allow for the possibility of induction, but shockingly, it has been reported that some business schools openly prohibit connecting the cases to each other. This is very unfortunate. Each case is a unique, concrete instance. Suppose, for example, a business student concluded from the analysis of a particular case study that a certain high technology firm in New Hampshire should replace the CEO, develop a top management team, and change to a matrix structure. What could students take away from such an analysis that would help them be better managers? Nothing at all if the analysis were left in this form. The case would only be useful if the student could formulate some general principles from studying a variety of cases. The best way to do this is by induction from a series of cases (see Locke, 2002 for a detailed example) though even this could be limited depending on the choice of cases. Faculty whom I knew who used cases have admitted to me that they have to use theoretical materials (e.g. principles) for the students to be able to even analyze the cases in the first place.

The value of this book for teaching, therefore, is twofold. First, it is an alternative to a traditional textbook. The material in this book is essentialized. Only what the expert chapter writers consider important is included; thus, there is far less to remember than in a text. This means the material can be more easily retained and more readily applied to the real world of work. Second, the principles are evidence-based and thus tied firmly to reality. This teaching procedure would be mainly deductive, because the inductively based principles would be provided in advance (by this book) and students would have practice applying them to the exercises at the end of each chapter, and/or to their current (and later their future) jobs. Of course, students could be asked to search out other examples of principles and how they were used or not used.

Second, this book can be used as an adjunct to a course which uses cases. Here, both deduction and induction can be used. The book's principles can help students to analyze the cases, yet new principles (or qualifications to principles) could be developed through induction from the cases used.

(There are other problems with the case method that we can only note briefly here, e.g. the emphasis on verbal glibness; the fact that all the information needed is already in the case; the fact that the case is taken out of a wider organizational context; the fact that real action is not possible; and the lack of face-to-face contact with actual employees. Primarily, these problems are inherent in the attempt to teach a practical skill in a classroom and so have no perfect solution, though student mini projects within real businesses help).

MANAGEMENT

This book can also help managers and executives be more effective. However, reading a book of evidence-based principles does not magically turn one into a good manager. Principles cannot be mastered overnight and cannot be applied mechanically. Regardless of the level of abstraction at which they are formulated, they are still abstractions, not concrete rules such as "turn off the lights when you leave the room." Principles, however, are used to guide specific actions in specific contexts.

Consider the principle: "Motivate performance through goal setting" (Chapter 5 of this book). This principle does not tell one what to set goals for (a very critical issue); who is to set them; what the time span will be; what strategy to use to reach them; how performance will be measured; how flexible the goals will be; or how performance will be rewarded. (The latter involves another principle; see Chapter 7).

To some extent, formulating subprinciples can be a help because these would give some idea of how to implement the principles. For example, subprinciples for goals (given in Chapter 5) would include (i) make the goals clear and challenging; (ii) give feedback showing progress in relation to the goals; (iii) get commitment through building confidence and showing why the goals are important; (iv) develop action plans or strategies; (v) use priming; and (vi) find and remove organizational blocks to goal attainment. But these subprinciples do not tell one everything. There will always be judgment calls to be made, because one cannot teach every possible context factor that a future manager might face.

Furthermore, principles cannot be applied in a vacuum, or one at a time in some arbitrary order. Many - maybe dozens or possibly hundreds - of principles must be used to run a successful business. (The problem of cognitive overload is mitigated over time by gradually automatizing the principles in the subconscious.) Furthermore, the principles must be orchestrated so that they function in concert rather than working at cross-purposes. It is not known how effectively one can teach such orchestration, although one can make the student aware of the issue and give some examples. For example, the goal system must be integrated with the performance appraisal system and the reward system.

It is worth observing here how principles are used in the real world of management. We will use Jack Welch as an example in that he is considered among the greatest CEOs in history, the creator of...