Kicking Against Active Inertia

In my Strategy and Leadership elective, we learned of the 4 Hallmarks of Active Inertia as written by Donald Sull of LBS, and I wanted to apply this to a case that is near and dear to my heart, Manchester United, and its recent troubles under their current manager, and one of my club heroes, Olé Gunnar Solskaer.

There is a lot of mudslinging currently happening among pundits and between fans about the manager and his tactics, or lack thereof. However, is it really a case of just not being good enough? Or is something else at play here that could explain this sudden slump in form? And what can potentially be done to prevent it from worsening?

First of all, let us set the stage. Olé is a much beloved club legend, personally responsible for the Treble in ’99, and well regarded among the United faithful. He had a reputation for being cool and level headed, always smiling under pressure; the baby-faced assassin as some would call him. And he always seemed to make it count when the team needed him, scoring goals off the bench and being the ultimate teammate and role model.?

So he fit the bill when United came knocking after a disastrous final season for José Mourinho, where the team was left a shadow of the shadow of its former self. He was tasked with once again making it count when it needed, and deliver he did. By the end of his second season, he had taken United to 2nd on the premier league table, despite the ravages of a pandemic, and one could see that the team had regained some of its swagger and self-belief. He was poised to get even better over the summer when the club finally managed to get multiple transfer targets to augment an already bulging squad of players, and the greatest player of all time to add to his arsenal. However, all expectations evaporated quickly after his 3rd season began, with United failing again and again to capitalise on easier teams, and almost throwing away another chance at European glory with their first few challenges. One could see visible cracks that were once painted over by distracting signings and promises of full-fledged support that were not honored when it mattered. There appeared to be no cohesion, no teamwork, and no plan. Games that were won or salvaged could only be attributed to individual brilliance or luck. Finally, everything boiled over after a 5-0 thrashing to Liverpool. As it stands, Olé is now at risk of losing his job, and United risks losing a little bit more of its identity again in its bid to become a serial winner in the post-Fergie era.?

First of all, let me say that Olé was a massive boost for United when he first came in. There is no doubt in my mind that he was the right man for the job at that time. He brought us out of limbo to within a shot of winning the title again by only his second season, and we also almost won the Europa league as well. He and his staff displayed moments of tactical genius which surprised the so-called best managers in the PL and CL time and again. He managed to get the best out of players that were demolished morally under Mourinho, and he allowed younger players to flourish under his reign. So as a manager, I do not agree that he was average.?

So what else could be going on then? Well, that brings me back to the 4 hallmarks of Active Inertia, namely: 1. when strategic frames become blinders; 2. processes become routines; 3. relationships become shackles; and 4. values become dogmas.?

1. Strategic Frames become Blinders- strategic frames are sets of assumptions that allow managers to become more efficient at their jobs, and discard what is not important to the job. However, the risk is when these assumptions prevent managers from seeing new options, opportunities and dangers. They believe that their assumptions are the only ones that matter, so they don’t see what is coming up behind them. Unfortunately, this type of inertia is all too common, and in United’s case, is a possible explanation for the coaching staff and players seeming disregard for seeing the obvious holes in their tactics and approach. TIme and again, they resort to the same lineups, formations, and most likely training scenarios, which left them woefully under-prepared for more tactical teams.?
2. Process become Routines- when companies find a great way of doing something, typically that process becomes hardwired over time because it helps teams become more efficient. However, when these processes cause inflexibility and predictability, then problems arise, because the processes are then done for the purpose of the process rather than what it was intended for in the first place, which is to find the best way to the goal. In United’s case, once again, the initial intent to find a solid lineup and tactic was good, and it worked. But to then become inflexible to the point that no other options are being considered, no other players are being given a chance, and no other formations or tactical changes are being attempted despite a lack of results with the tried and tested lineup is a red flag that this hallmark may have set in already.?
3. Relationships become Shackles- companies need relationships to succeed, and strong relationships are the best kind to have. However, when those relationships prevent you from being agile when conditions shift, then they turn to liability. For Man United, Olé seems to have stuck to certain people without considering how deep his bench is, or how talented his other players are. Perhaps a run out for a few games for some of them could spell the difference, but unfortunately that has not been the case. And so he continues to circle the drain.?
4. Values become Dogma- company values are what unify its people and allow them to push for the same goals and make the company succeed. But when those same values become rigid rules and regulations even as the company itself evolves, then it can become detrimental. In this case, the finger tends to point to the club itself, and its supporters. United supporters, of which I am a part, have latched onto the dogma that United SHOULD be winners, and that our DNA was built on that, and nothing to the contrary can be tolerated for too long at the club. Contrary to that however, United’s history proves that we did not become winners because it was our God-given right. Rather, we became winners because we knew what it was like to lose, and we lost a lot as a club since our founding. In fact, we commemorate our greatest loss every February. But through determination, innovation, and a united stand through the good times and the bad, we became the winners that we are. In many ways, the dogma that United supporters currently believes is perpetuating a toxic atmosphere that makes it even more difficult for Olé and the lads to succeed. Media, pundits and opposing clubs who are gleefully rubbing the palms together, are quick to pounce on the spoils of our misery, and subject our coach and our boys to this perpetual embarrassment and torture. It becomes a never ending cycle until something eventually gives.

In my opinion, either of 2 things should happen in order to save the season, and potentially prevent things from getting worse. The first is for Olé to go. I say that with a heavy heart because I do not want him to be sacked. I do not think he deserves it, nor does his staff. And this is not me being sentimental. I genuinely think he can turn things around if he realises how close he is to the problem, and that he is missing vital pieces by being so invested that he is not considering anything else. If he is unable or unwilling to take a step back and reassess, then the logical next step is for him to step down. The second option is for him to get outside help, if that is even a possibility. Oftentimes, when companies are failing fast, they employ the services of a consultant, an outside influencer who can see what is going on with unfiltered eyes and point to what needs to be done. For United, it could potentially be a cheaper option as well, and one that may not have been considered yet.?

On a final note, I am a Man United fan through and through, and I ache for my club and what it has been going through for the past 8 years. I remain grateful to Olé for what he has accomplished in returning the soul of the club since Sir Alex left. I can only wish him the best and hope that he pulls through with another miracle to prove the doubters wrong. If not, I hope he realises that United still has his back, and we will still be singing his praises for many years to come.

reference: ??Sull, D.N. (1999), Why good companies go bad” [HBR OnPoint Enhanced Edition], Harvard Business Review, 77(4), 42-50.