At the border between theory and practice

Professor Richard Scase says he enjoys a double advantage, he not only "teaches" but also "does" business.

This is a passion he got from his father while a child, when they would often talk about the prospects of their small family business over dinner. Today, Scase has moved to the business heavyweights' "table", charming many audiences throughout the world with his thinking mechanisms and his passion for analysis. "An inspired, incredibly energetic speech", "a very different outlook", "exciting", "impressive", "the most extraordinary speaker I have ever heard" - these are words, which those attending his lectures often say.

What were your most important personal and professional experiences that helped you become who you are today?
Childhood experiences were very important for me. My father was running a small business and our entire family life was organised around the needs of this business. Therefore "thinking like a businessman" has always been like a second nature to me. Any discussion that we had over dinner was about exploring new potential business opportunities or about how the current business could become more profitable and more cost efficient. 

I remember that 15 years ago, during an important corporate event, the CEO emphasised the need to "always put the customer first", which seemed incredible to me: that was the exact principle and presumption my father's business had started from.

I actually found it odd that the CEO should feel the need to mention it.
Growing up inside a small firm is an experience that will help you throughout your entire life. It helps you be resourceful, creative, and constantly look for new opportunities.

It creates a perspective of life, it teaches you the need to improve yourself and constantly develop. This is the trait I've noticed in most successful entrepreneurs that I have met. The growth of their business reflects the wish for personal and psychological fulfilment. It is not just about making money.

You later came in contact with the academic environment...
During college, the study of sociology had a very important impact on me. I then got a deep perspective of the society and social processes.

This ability is as valuable to me today as it was then, whenever I try to identify major socio-economic and technological trends that could generate business opportunities in the future. The methodologies of social sciences are imperative to the development of corporate strategies, especially in a global business environment that is changing rapidly.

I should add that my academic background has helped me a great deal to understand other cultures and do business in other countries. 

I had an academic and a business career in parallel. This turned out to be a priceless experience in both respects. I don't only "teach", I also "do": business. It is vital for my personal credibility, if we talk about MBA students or corporate audience.

Over the last 15 years I have probably delivered more than 800 important presentations in front of an audience comprising business people and professionals in several countries in the world. I also delivered my first lectures in Romania at the beginning of the nineties, before most reforms had been implemented.  I can still remember the bullet holes in the walls of the hotel room I had been given in Bucharest!

These experiences put together have given me depth and perspective about knowledge and understanding of the business environment  things I like to share with my audience.

What people influenced or impressed you the most?
I have been impressed by so many people that I find it hard to name but a few. Tom Peters has always been a great source of inspiration to me and I am always very excited whenever I have the opportunity to deliver a presentation together with him. I am also a big fan of Jack Welch, former GE Group CEO. I like his simple, rational approach and his refusal to tolerate stupid people.

I have always been impressed - at the corporate events that I attended, by the total commitment of the employees to their company, people who do not get too much recognition and go on about their business quietly and efficiently. They are the "unsung" heroes of the business life. It bothers me to see that many of these dedicated people do not get the recognition they deserve. It looks like we are living in a celebrity world  in business, as well as in all walks of life, and such people take too much of the limelight to the detriment of the others.

I also admire entrepreneurs. I sincerely admire them for the risk they have taken to launch a business. They borrow money pledging their own homes as collateral and literally risk everything to their faith in a specific business idea. No one in the corporate world and no public servant - people who get a nice salary and a comfortable pension, is even remotely capable of appreciating or understanding that.

What is really exciting in today's Central Europe is that more and more young men and women want to start their own business. In the coming years, this trend will be a major economy renewal force. The message that must not be forgotten is "Make sure your business is clean'!"

This is something every successful businessperson emphasises. Always conduct your business within the bounds of the law and do not attempt to be smarter, by dodging taxes or adopting an immoral or corrupt behaviour. Sooner or later, such business will always fail.

You have experienced various business cultures. Which one impressed you the most?
The Scandinavian culture. People there are extremely interested in technology, have an international culture, and their organisations are structured on extremely clear principles. They also invest in training and always focus on the future, which has to be "ahead of the game."

Other than the academic career you've had an active involvement in business, establishing two companies. What did you learn from these experiences?

The first company was a media company (a radio station covering SE England), and the second was an online service that provided materials for the development of corporate management skills. I had something to learn from both businesses.

The founder needs to have a clear vision of the future of the business, based on in-depth market research. What will your market niche and USP (Unique Selling Proposition / Point) be not only today, but also in the future? Markets change and so do customer expectations and competitor response.

The next step is to build the base team, which shares your vision and your passion as an entrepreneur. It has to be a comfortable team, both technically and in terms of professional skills, comprising people that get along well with each other. Such teams are hard to find and you have to compromise.

The base team has to expect salary cuts, when they join a fledgling business. Costs need to be maintained at a minimum and that goes for salaries, first of all. A reward system based on performance needs to be implemented, which will ensure long-term commitment of such people.

The CEO must learn to transfer power to the employees. Founders who are also owners will always seek to keep things under control. They are reluctant about delegating, because it is their business. This is vital, though, if you want your business to grow. You have to loosen control and encourage the leadership of those who have been with you since the beginning. Otherwise, frustration sets in.

To achieve success, entrepreneurial firms need to get all employees involved. This is why it is best for them to get part of the business, which results of a business that is "in shape, fresh and fun."

Between the academic and business environment, which of them has been the most rewarding?

Both are equally rewarding. And each of them needs the other. Both fields are very stimulating work environments with providing various kinds of satisfaction. The academic context is fantastic for conducting research, studies into organisations and for obtaining scientific information about how societies, markets and companies operate. The business environment in turn is, of course, very interesting because "it makes things happen."

What I hate most are people who do not "pay" their dues. There are business schools professors that have absolutely no interest in business; as such they do their students a great disservice. Their behaviour can even be deemed as immoral. Similarly, there are employees in the public and private sector organisations that do not do their job. Their behaviour is equally immoral. There is such a thing as the division of labour in a society and academic and business communities are part of the process. Both provide opportunities that can generate unbelievable satisfaction. I was very lucky to be able to enjoy the rewards of both worlds.

Prior to the opening of the Davos Economic Forum, billionaire George Soros forecast an unprecedented crisis... Are you equally pessimistic?

Soros is right; the world economy is headed towards a major downturn. In the end, however, economies in India and China will be even more powerful, and this will create extraordinary business opportunities for Western companies.

"Fifteen years ago, during an important corporate event, the CEO emphasised the need to "always put the customer first", which seemed incredible to me: that was the exact principle and presumption my father's business had started from. I actually found it odd that the CEO should feel the need to mention it".

"Growing up inside a small firm is an experience that will help you throughout your entire life. It helps you be resourceful, creative, and constantly look for new opportunities. It creates a perspective of life, it teaches you the need to improve yourself and constantly develop."

"I delivered my first lectures in Romania at the beginning of the nineties, before most reforms had been implemented.  I can still remember the bullet holes in the walls of the hotel room I had been given in Bucharest!"

"George Soros is right, the world economy is headed towards a major downturn. In the end, however, economies in India and China will be even more powerful, and this will create extraordinary business opportunities for Western companies."

"I had an academic and a business career in parallel. This turned out to be a priceless experience in both respects. I don't only "teach", I also "do": business. It is vital for my personal credibility."

"Thank you for your extraordinary performance as a moderator in London. I was impressed by everything you did before I met you and your way of confidently asking intelligent questions did nothing but make me admire you more."
Jack Welch

"I instantly became an admirer and a fan, for his thinking processes, the passion for figures and the ability to provide exciting, original and challenging outlooks in front of an extremely demanding audience."
Tom Peters

Career
Author of more than 20 books, Professor Richard Scase is one of the most important visionaries of the international business environment.

His latest book, Global Remix, looks into the impact of global trends in technology, economy, demographics, culture, politics and society, both on businesses and on individuals.

British Personnel Today magazine has recently included him among the top ten most influential personalities in personnel management and human resources.

A winner of the European Business Speaker of the Year award, Scase has delivered more than 800 presentations throughout the world during his career. His audience included officials from such organisations as GE, Accenture, Motorola, CitiGroup, PricewaterhouseCoopers, BT, Unisys, BP, Hewlett Packard, IBM, The Leadership Trust, the Royal Bank of Scotland, Royal Mail, BBC, Trinity Mirror. Worldwide, Professor Richard Scase has delivered lectures at various events in Australia, China, United States, Canada, Argentina, India, as well as Continental Europe.

His academic references include titles such as Emeritus Professor of Organisational Change (University of Kent), as well as teaching positions at the University of London, University of Beijing, Auckland (New Zealand), Monash University (Australia), Tilburg University (Netherlands) and University of Essex.

articol scris de Ana-Maria GAVRILA -