Kraft, the venerable American producer of cheese and other branded foodstuffs, has performed terribly for several years (see chart here.) It’s operating margin is lowest in its peer group, its revenue growth has been nonexistent, and it has sold off valuable, and growing, brands – like Altoids – to fund its outdated Success Formula by Defending such old brands as Velveeta. This last year Kraft was fully spun away from previous owner Altria (the old Phillip Morris), and a new CEO was put in place. But so far, investors and employees have nothing beneficial to show from these changes.
On Tuesday the CEO said she intended to improve the performance at Kraft by setting higher goals, and tying compensation to those goals (read article here). Her plans include incentive compensation ties to profits, cash flow and revenue growth. And she intends to link how much is paid to Kraft’s ad agency to the growth in brand sales. All of this may sound good, but it is unlikely to make any difference.
Any reader of this blog could decide to set a goal of improving their income by 50% this year. And readers could promise that spending on hobbies would be directly linked to growing income. But, would that make any difference? If you go to your boss and tell him your plan he’s likely to say "that’s interesting", but will that help you reach your income goal? Of course not. Changing the goal is not enough. What’s critical is Disrupting the Lock-ins so that it’s possible to find a new Success Formula leading to that goal. For example, to achieve a 50% revenue increase might well require getting additional education – which would likely mean killing the Lock-in to watching weekend football or enjoying evenings out with a spouse. Or it might mean changing employers and careers, which could entail killing the Lock-in to a short commute, or to the corner office acquired over time, or even to the company 401K or pension plan. Those Lock-ins stand in the way of Disrupting yourself, and that’s what really stands in the way of achieving higher goals.
CEO Rosenfield at Kraft has not created any Disruptions. Nor has she set up any White Space. Quite to the contrary, she is proposing to cut headcount – a typical business disturbance that increases Lock-in by reducing resources. She has complained about rising costs of the grains and other raw materials going into Kraft products, but has done nothing to create White Space which would address this issue – thus leaving declining margins at the ongoing mercy of those outside Kraft. She keeps trying to incrementally improve the Kraft Success Formula, which is obviously woefully out of date and thus producing insufficient returns.
Setting new goals and linking compensation to goals is a nice thing to do. But it is meaningless unless Disruptions are implemented that create White Space where new Success Formulas can be created that will result in achieving higher goals. Tweaking the model by cutting heads, and blaming outside cost factors, only serves to keep the Success Formula Locked-in. Unfortunately for investors and employees, Kraft’s new goals will make no difference unless the CEO starts attacking the Lock-ins that are keeping Kraft results below average.