Management is a ‘dinosaur’ whose time is up

Shubha Sharma in The Hindu

Adman Prahlad Kakkar’s school of entrepreneurship throws participants into the deep right from the word go

Here are some things they will never teach you at Harvard Business School. To begin with, be prepared to throw your Peter Drucker manuals out. Learn from the horses, the sharks, the Himalayas, the tribals of Bastar, at the feet of a spiritual master and the biggest guru of them all: Mr Murphy. He of the Murphy’s Law canon.

Learn that money is not everything. The value you create is just as important to a business. As an entrepreneur, understand your connectedness with all of life.

This unusual curriculum at a Mumbai-based institute of branding and entrepreneurship has been scripted by advertising filmmaker Prahlad Kakkar, a man reputed to break every rule in the book. The Prahlad Kakkar School of Branding and Entrepreneurship offers a one-year course on ad filmmaking and branding as well as a two-year fellowship in business and entrepreneurship. It is run in association with Whistling Woods International, a media and communications institute started by filmmaker Subhash Ghai, and is located in an area that churns out more illusions in a year than you can ever imagine: Film City, Goregaon.

This school is for real, though, and has the hard knocks built in. At the core of its curriculum is fear, and learning to ride it. Fear, says Kakkar, prevents the young and old from taking decisions and responsibility. And failure goes in tandem with fear. Kakkar takes pride in the fact that his curriculum does not have a single success story. All success stories, according to him, are doctored in hindsight. “And therefore they are lies. Failure is something nobody wants to be associated with. It is the truth. So we select, for our teaching, almost success stories.”
He believes in throwing the participants into the deep, from the word go. The course begins with a bootcamp. “You go down to survival level. You’re going to come back with new perceptions, alliances, friends and new teams, all of which will last a lifetime,” says Kakkar.

Flying

The next fear it aims to tackle is that of flying. The course requires participants to jump out of a plane in South Africa, and go on a safari down the Zambezi. They will camp in the dark and survive on meagre rations. The next day, students have to find their way back with the help of a map.

Learning to fall from a horse is also part of the class. The students face an animal that is 10 times stronger than they are. And when they fall, they learn that they never ‘remain fallen’. “If we teach you how to fall, then you lose the fear of falling.”

In the larger scheme of things, either you conquer a challenge through sheer strength or join in – in this case, you merge your being with that of the horse. “But don’t join it and lose your personality. So when you do mergers with other companies, it’s not to destroy them and sell. The whole idea is, is it going to take you 10 years to develop the company of that size, that momentum and those clients, or would you rather buy it over and make it a part of your company?”

And then, there’s the mother of all fears: navigating the ocean. “It’s the fear of the unknown. The only two unknowns left on the planet today are space and the ocean,” says Kakkar. The course requires you to go through a deep-sea diving course in the Andaman Islands, qualify as an internationally-certified diver, and just when you think you’ve conquered it all, you go into a cage and face the great white sharks under water.

Legendary shark

The legendary shark is far more fearsome in our imagination, says Kakkar. “We put you in a safe, controlled environment to overcome your illogical fear of these magnificent creatures. Behind the safety of the cage your mind opens up to the possibilities of their strength, aggression, instinct and beauty and the ability to survive under any circumstances.”

The next big phobia after the sea is snakes. So the curriculum requires you to spend four to five days in a snake farm, handling the species. “There are rules of engagement with them too. Most of the time they’re aggressive because they think you’re aggressive. We call this the reptile sensitisation programme,” says Kakkar.

The stillness quotient comes from the Isha Foundation’s Inner Engineering course. “When you need leadership and you don’t have the stillness that yoga teaches you, you can never ever command respect,” says Kakkar.

And to cap it all, is a tryst with the mountains. Jamling Norgay, who climbed the Everest, will take participants on hiking. “The mountains and the sea are two most humbling experiences. They knock the hell out of your ego. Norgay teaches you rock climbing, leadership and team building,” says Kakkar. The students will also learn how a restaurant runs, because as Kakkar says, Murphy’s Law, which says if something can go wrong it will, is hugely prevalent in a restaurant.

Kakkar himself has dived into various oceans. Besides Genesis Film Production, one of India’s oldest ad film production houses, he runs a scuba diving school and has also been running restaurants. He broke even with his scuba diving school only after 10 years, so “failure” and “falling” aren't new to him either. The curriculum, then, is born out of his experience — notably his 25 years at Genesis.

One of the key things he realised at Genesis was that youngsters need to be trained to own their jobs, and not just do them. No one, MBAs included, are encouraged to own their jobs. They are simply cogs in a larger machine and everybody works them by remote, he says. At Genesis, Kakkar got mostly “misfits” —16-year-olds whose parents used to ‘dump’ them on him — and he had to mould them. “I knew I had to empower them very early to make decisions. I didn’t believe in people who procrastinated.”

Management, he says, is “like a dinosaur” whose time is up. A company like Google is flat, and everyone will need to become like them to survive. Decisions need to be taken at the low end. “Middle management people are afraid because they’ll lose their jobs. Youngsters couldn’t care, because it’s their first job anyway.”

Train young people

The institute will train young people to fight for responsibility, to want to own their jobs, to be territorial about what they do, and take decisions fearlessly. Importantly, it will break one big management practice: there will be no summer training. Instead, participants get to form a management company and take over a sick company from banks. They have one year to turn it around. “If they manage to keep it afloat, let alone turn it around, they will be the most wanted people in any organisation.”

The larger idea is to add value. “They have to be independent and confident, highly motivated and flexible on the ground, understand the difference between value and money. To give back as much as they take. If they add value to whatever they do the money will come.”

With this paradigm shift, it’s only logical that the institute keeps the curriculum flexible. For the first year, students will learn the rules of engagement as they exist – this comprises the theory component of the course, built upon by the practical part. The next year, they will be tested on how they want to change the rules for the future, and this will form the basis of the curriculum for the next batch. He compares the process to a commando’s final test — blindfolded, he takes a sophisticated weapon, dismantles it to its last spring, puts it back together within the timeframe and fires it.

The faculty is drawn from the commando-in-action pool. Apart from Norgay and South African cricketer Gary Kirsten, there’s Dhiraj Rajaram, founder of MuSigma — a frontrunner in the analytics space. The course, which costs close to Rs.13 lakh, is a combination of Kakkar’s passions, whether it’s scuba diving or cooking. At the final graduation dinner, the students will even cook for their parents.

“I’ve never worked a single day in my life. I converted all my hobbies into work,” says the institute’s founder-chairperson. And it looks like some of those are still being stirred. “I’ve suddenly decided to have some more fun,” he says. He plans a line of T-shirts that will be “highly abrasive to everybody.”

“We’re doing a whole line on Papa Pancho (the restaurant he runs). Or on sports. There is also an entire line on Savita Bhabhi, which is all you wanted to know about sex but were too scared to ask.”

Convention can go for a run. Or if you’re afraid of the idea, go ride a horse. Because for Kakkar, this is simply about playing it different. “Somebody says, ‘Where do you think of these ideas? How can you make them a business? I say the business happens. First let’s get a product out that is unique.”

That is perhaps why he is clear his course will create “warriors, not wimps”. From a man who has always dared to pursue his innermost calling, this isn’t surprising.

Keep the pause button on GM pressed

JACK A. HEINEMANN in The hindu

  

 

Questioning a technology, especially of the kind that has serious unknowns and lacks clear social benefits, is not an attack on science

Jairam Ramesh, former Environment Minister for India, made the brave decision in 2010 to tell his then apex regulator of genetically modified organisms (GEAC) that it had failed to properly use available science to determine the safety — to human health and the environment — of Bt brinjal, created using genetic modification (GM). His decision followed careful evaluation of the science.

I was involved in Ramesh’s review. I read first hand the scientific evidence in my area of expertise provided to the GEAC and its responses. I was heartened to see that his decision was validated by the esteemed scientists that made up the Supreme Court Technical Expert Committee who have advised the Court on the need for better research and better process before continuing to release GM crops into the environment or using them as food.

Creating confusion

G. Padmanaban (“Sow the wind, reap a storm,” The Hindu, September 2) believes that the events surrounding the evaluation of Bt brinjal and now extending to other kinds of GM plants is an assault on science. He confuses science with technology. Science is the process of knowledge creation (or discovery) whereas technology is the means of knowledge application. This confusion causes some scientists to defend technologies that are questioned because they perceive questions on the technology as an attack on science. It is not.

There is much knowledge discovered or to be discovered that cannot be applied wisely — at least not now. GM plants are among the technologies that have both serious scientific unknowns and lack a clear social benefit — at least for now.

For over 30 years, GM has been promised to produce plants that will resist the stresses of drought, heavy metals and salt, that will increase yield, reduce the use of toxic pesticides and even fix their own nitrogen. To be fair, some GM crops have reduced the use of some toxic insecticides for a brief period. To be precise, though, none of these promises has been sustainably delivered to farmers.

Why not? Well, it isn’t complex regulation holding them back. By the year 2005, over 1,000 applications were approved to field trial stress-tolerant GM plants in the United States alone. None ever progressed out of the testing phase. The explanation for this is likely because stress tolerance is not a solution to the causes of stress. No matter how tolerant you make the plant to drought, using it in soil low in organic matter and unable to hold water will eventually further deplete the soil of moisture and the plant will struggle or die. GM is an attempt to use genetics to overcome the environment. This never works for long. That is why some call GM a distraction from investing in real solutions to the problems faced by real farmers.

A symptom

Herbicide use is increasing in the U.S. since it adopted GM maize (corn), soybeans and cotton. Insecticide use is down by a small bit, but extremely high compared to countries such as France which do not use GM crops. Western Europe’s maize yields match or exceed the U.S.’ yields using less pesticide. The yields in wheat and oilseed rape are increasing at an even faster rate in Western Europe than in the U.S. and Canada. This indicates a dangerous trend: those countries choosing to innovate in agriculture using GM are demonstrating lower productivity increases and greater dependence on chemical inputs in all crops compared to economically and environmentally comparable countries choosing to not use GM crops.

What is it about investing in GM products that seems to undermine other technologies in agriculture? GM products attract the strictest intellectual property (IP) rights instruments possible in agriculture (e.g., process patents). The use of those instruments concentrates investment and drives out simple but even more effective technologies.

Now every government research centre and public university seeks to compensate for the fall in direct public investment through licensing royalties from IP and the creation of partnerships with the private sector. This necessarily changes the kinds of questions they favour being asked by their researchers, the kind that will be supported by institutional resources or rewarded with promotion. With these policies in place we shouldn’t be surprised that every problem looks like it has a GM solution even to researchers who claim to have no entrepreneurial motivations.

Prof. Padmanaban’s ambition for a crop that provides all nutritional needs and grows everywhere demonstrates the poverty of the GM approach to hunger and malnourishment. Such a crop would quickly become obsolete as it would also serve as a wonderful meal for every conceivable form of pest. Meanwhile, it would undermine both biological and agricultural diversity as it became a weed in its own right.

Instead of that approach, supporting communities with education on nutrition and farmers with technologies that build up their soils, manage pests with little or no application of pesticide and manufactured fertilizers gives them the means and independence to grow a variety of crops and livestock to meet their dietary needs and sell their surplus in local markets.

This investment in agriculture is not as good at making intellectual property, but better for growing food. To properly support India’s mainly small holder farming requires removing the penalties and incentives on the public scientist to develop primarily technologies that bring direct revenue to their institutions. Instead, invest in them with public money and measure their success by the yields of farmers, the reduction of pesticides and fertilizer they use, and the increase in their wealth and health.

No missed opportunities

India is not missing out on the benefits of GM. So far, there haven’t been any proven to exist, or proven to be sustainable. GM crops are not designed to increase intrinsic yield and the largest scale and longest term studies bear out that they don’t yield more. Meanwhile, the cost of GM seeds is the fastest growing expense for U.S. farmers who are simultaneously suffering from weeds resistant to the herbicides excessively used on GM crops and pests resistant to the insecticides over-used in Bt crops. That likely would be India’s experience had it commercialised Bt brinjal which was developed with the least effective form of Bt for the target pest.

In addition, the safety issue still lingers over these products. It shouldn’t. The science needed to establish their safety exists and is affordable but it must be applied dispassionately and transparently. That is all Jairam Ramesh asked.

Claiming that GM crops are demonstrated safe by the absence of specific health claims from Americans is glib. There are no validated health surveillance programmes in the U.S. which could both detect and diagnose the cause of the most likely manifestations of harm if they do exist.

Meanwhile, more research studies accumulate with evidence of adverse effects, some quite serious. These studies require replication, but they run into roadblocks or fail to find new funding. Most often these studies report low level health effects using animal feeding studies, so it is not clear whether the effect would be the same, more or less in humans and more or less likely to be caused using GM plants cooked and processed, as humans eat them, rather than raw or processed the way they are provided to test animals.

Hunger, pestilence, and economic failure are the images of fear increasingly being used to drive acceptance of GM crops. Ignorance, anti-science, ideology and hypocrisy are the insults used to counter questions about the safety of GM crops coming from scientists and the public. What is right for India’s agriculture is too important a question to leave to fear and insult to decide. I think that both Ramesh and the scientists of the Technical Expert 

Committee knew this when they asked India to pause on the use of GM products. Pause so that all voices can be heard. Reflect on what the problems are and whether technologies solve them or mask them for a time, or even make them worse later.