“The Four Questions” – Are IBM Exec’s Guiding Framework Relevant in Academia?

Sam Palmisano, one of IBM’s most-successful and most-influential chief executives, ended his tenure as CEO ended on Dec. 31, 2011.  As CEO he drove unprecedented innovation across IBM and  focused corporate attention on analytics, cloud computing and the Smarter Planet initiative.  In a recent article, Palmisano used a “guiding framework” to devise and execute IBM’s successful strategies.  This guiding framework boils down to four fundamental questions:

1. “Why would someone spend their money with you — so what is unique about you?”
2. “Why would somebody work for you?”
3. “Why would society allow you to operate in their defined geography — their country?”
4. “And why would somebody invest their money with you?”

I believe that these four questions are fundamental to a university and to a college of business.  These questions are fundamental to the four primary constituents for a university.   Let me explain:

STUDENTS – the university must clearly articulate the value proposition for students and their families to attend your university.  Why should a family spend a significant amount of money for their child to attend your school?  Why should a business professional spend their hard earned money to attend your MBA program?  In an era of increasing public skepticism of higher education, it is imperative for everyone in your organization to clearly and consistently answer this question.

FACULTY – talented and energized faculty are the lifeblood of the university.  Finding, developing and retaining the right faculty members – one’s that are a great fit for your university – is perhaps the top priority of the university.  What is special about your university from a faculty member’s perspective?  Why would a faculty member select your school?  Why would they stay there?  What is the value proposition for an outstanding faculty member to commit their career to your university?

LOCAL COMMUNITY/REGION/STATE/COUNTRY – what value does the university add to the local community and region?  Are the faculty, staff and students engaged with the community?   Is the leadership of the university engaged with the community?  How is the university positioned within the state?  Within the country?   Within other countries?   Is their scholarship that contributes to the well being of the region or state?  Is the university involved in regional economic development? If the university is positively engaged, the citizenship will want the institution to operate.

ALUMNI/INDUSTRY – what value proposition does the university offer for alumni giving?  What value proposition does the university offer to industry partners?  The university’s development office must offer a consistent message about the ‘return on investment’ for investment.  For state institutions, the value proposition for targeted stated funds must be consistently delivered to state legislators and bureaucrats.

Academic administrators, keep asking these four questions.  They will fundamentally focus your efforts on the right things!