Kingdom Business: The Intentional Pursuit of Virtue and Excellence
by Phil Hanson & Terry Young
When a business offers breakfast to children heading to school on an empty stomach, we applaud. In some parts of the world, we can point to examples all around us of companies making a local difference in ways like this.
However, what is their motivation? It’s worth thinking about the mix of possible motives, from genuine altruism to exploitation for marketing advantage. Adam Smith thought that business had a way of cleansing people’s ethical outlook: no matter how selfish the goals of business leaders, the resultant wealth brought good to the whole society. That’s an idea we explore in our booklet, How to Merge Kingdom and Business: The Most Excellent Way.
A neutral observer today might be inclined to conclude the opposite to Adam Smith, that self-interest is one of the prime reasons that business can do harm.
Diagram 1: Some consider self-interest to be wholly in conflict with doing good
Can a Christian business leader simply trust in Adam’s Smith’s misguided attempt to combine virtue and practice, and the idea that all will necessarily come good? Or do we need to be more intentional?
Combining doing well with doing good is worth deeper consideration. It’s a path that some Christian entrepreneurs have chosen, so how reasonable are their hopes of succeeding?
The Staircase
To help understand this, we created a simple matrix that deals separately with business ethics and business practice. This is a key factor in the discussion: the workplace itself cannot bind virtue and excellence together nor does it automatically set them in opposition to one another.
Diagram 2: A virtue and excellence matrix
This staircase model frees us to address ethical virtue and the excellences of business practice separately. (One can walk along a corridor next to the stairs without rising: to get to the next level, you must decide to take the stairs.) However, in doing so, we are not claiming that virtue and excellence are disconnected from each other. Each axis shapes how customers and others view the company and affects the viability of the business. Shoddy products might undermine a strong ethical brand, while dodgy behaviour weakens confidence in a strong bottom line.
A key message from the staircase diagram is that one must be as intentional in the pursuit of virtue as one is in pursuing excellence.
As we note in our book, ethics at work largely come from the people at the top. Even the much-acclaimed Victorian philanthropists had their blind spots, caring passionately for their local employees but not attending to slavery and oppression in their overseas supply chains.
Most businesses are likely to be doing both good and bad at the same time, however well run they are. Products and services that have a noble purpose may weigh on the positive side of the scales while unkind employee relations may tip the balance in the opposite direction. Critically, all business leaders are tipping the scales one way or another, both through action and through neglect—reflecting the theological categories of commission and omission.
A key message from the staircase diagram is that one must be as intentional in the pursuit of virtue as one is in pursuing excellence, if a credible business is to flourish under a business as mission-type banner. For some in the BAM fold, this may mean more attention to the ethical nervous system, to others it may require a sharper focus on business protocols, procedures and practices.
Intentional Excellence
The excellence axis of the diagram is well understood now that a few decades of measurement and dialogue have shaped our understanding of what works in business. Business gurus and prominent leaders still write their books, but an evidence-based consensus has emerged over how to manage, how to set up HR systems, how to run logistics, production lines, and so forth. We cite the Baldrige Excellence Framework and the European Foundation for Quality Management (EFQM) as leading international organisations that gather such knowledge and produce benchmarking tools for businesses.
As authors, we are familiar with best business practice and the maturity models and other tools used to assess performance, but it is not clear how deeply embedded this mindset is in Christian entrepreneurial circles. We shall return to this topic in our second blog in this series, when we address the question of the tools or methods that are most helpful in assessing how well we are doing.
Intentional Virtue
There are various ways in which organisations can set their sails in the market’s prevailing wind. Regardless of its ethical stance, every business is affected by 3 R’s: regulation, representation and renewal. To continue the sailing metaphor, each offers ethical opportunities and challenges, depending on how the leadership tacks:
Regulation sets standards and provides tools to assess compliance, so that achieving compliance may be heralded as a business virtue.
Representation is a way to spread accountability for business decisions and practices. The result, however, may simply be determined by the strongest voice(s). It is no guarantee of ethical behaviour.
Renewal provides another potentially positive influence when new ways of working are driven by waves of technology, for example. Enlightened ways of working do emerge but not everyone benefits.
None of these three approaches can ensure lasting and deeply rooted change to the scales of business virtue.
Christian bosses may be marked out by their integrity, their good example, their personal witness and a track record of compassionate execution of necessary business changes. They have, however, an opportunity to do much more than simply being good role models. They can do things in their businesses that have a “multiplier” impact so that their business can begin to make the world a better place. This might be described as accelerating God’s kingdom rather than simply advancing it.
Kingdom Business
Management consultants love to explain things using the two-by-two matrix and this emerging idea of ‘kingdom business’ can be explained this way too. There are, for any business, two directions of travel, as shown in our earlier staircase diagram.
The first of these directions is the pursuit of business excellence, the adoption of industry best practice and benchmarking against market leaders and others. The journey is one of continuous and shared improvements with occasional step functions of discontinuous change. It is by this means that customer expectations are exceeded, market share is improved, and financial results maximised.
The second direction of travel is that of increasing virtue. It is when the good the business does in the world exceeds the bad. It too is a journey of both large and small steps.
Business leaders can do things in their businesses that have a “multiplier” impact so that their business can begin to make the world a better place.
This picture of a kingdom business is one in which both directions of travel are taken equally seriously. It is like a flight of stairs, onwards and upwards. It is where, perhaps, the balanced scorecard treats ethical results with the same emphasis as commercial results. God’s kingdom is not an extra to be achieved in good times when the business can afford it or the poor relation of creating shareholder wealth. Instead, God’s kingdom purposes become the ultimate purpose of the business.
Up and to the Right?
There are different trajectories for businesses in this picture. It is not all about starting in the bottom left and systematically marching up the stairs.
There are many businesses which survive with ad-hoc business processes because they are operating in some sort of protected market. At some point that protection will disappear and they will be forced along the excellence axis. An ad-hoc business isn’t a great foundation for making a kingdom difference.
Then there are well performing businesses that are commercially sound but who have paid little attention to the opportunities they have to make the world a better place and for whom the journey is up the virtue axis.
Some enterprises start out with a significant noble purpose which is unambiguously their reason for existence. Many charities start this way. They typically have two challenges. The first is the professionalisation of everything they do (advancing on the horizontal axis). The second is avoiding mission drift and maintaining their position on the virtue axis against a pressure for creeping secularisation of their purpose.
Whilst there are numerous well-established templates for measuring business excellence, measuring where any business is on the virtue axis is less well understood. We will address the issue of how a business can begin to measure kingdom progress in the next post in this two part series.
These ideas are explained in more detail in the Grove booklet, How to Merge Kingdom and Business: The Most Excellent Way, available from Grove books or on Amazon.
Photo by Mohammad Bagher Adib Behrooz on Unsplash