These are good times. New proposals to write, new classes to prepare for. But it is when things get exciting that I recall Warren Buffet’s advice: “Be careful when others are greedy, and greedy when others are careful.”
Investment advice, to be sure. But, regardless, aren’t we always investing energies?
And so, the time for being “fearful” is a time to ask: Are we keeping our eyes on the road after having spent a lot of that time contemplating the sunset? Are we paying attention to the basic practices of our business?
And so I also recall a set of counsels that I call LBN’s 3 Rules for Corporate Success. These are:
- Whatever you say, if you don’t make money, you’re wrong.
- You work for your boss, not your company.
- Take care of your people.
LBN is the president of one of the biggest corporations in the Philippines. He also happens to be my uncle. More than 30 years ago, still a junior executive, he used to pick me up from school. Once he told me about the top things he learned as a protege being groomed for a top position at San Miguel Corporation.


He said, “I learned, first, whatever you say, if you don’t make money, you’re wrong.”
Badass words one picks up on the rat race through the corporate jungle? In fact, he was referring to a basic principle of EXECUTION.
Planning is just a little more difficult than daydreaming, and just as useless if not followed through with what McChesney, Juling and Covey in The Four Disciplines of Execution refer to as the most neglected of skills. They wrote “People want to win. They want to make a contribution that matters.” Hence, part of the skill of execution is to Keep a Compelling Scoreboard. Money, what more compelling score is there?
Now if that score is not moving, one HAS to question what one has been doing or NOT doing. Many of the arguments I hear thrown across a meeting table have to do with plans, values, goals. Outright, we could say that a goal that we can’t measure with a score is a bad one. People will also argue that plans and values are difficult to measure, especially values. But in the end, only the score proves — directly or indirectly — whose plans, values and goals were “right”.
“Right” here does not have to mean the opposite of moral evil, but doing the morally right thing usually means doing the “reasonable” thing, which means it is likely to work and to leave lasting results. You can resign from an evil corporation, and become poorer, but in the long run reason will hopefully be proved right: you won’t be named as defendant in an expensive lawsuit.
“Second,” he continued, “You work for your boss, not your company.” He told a story about how one of the executives got into an argument with the boss. The executive argued that what they were planning to do was not in line with company policy. The boss had him transferred.
The company will never be as much in contact with the ground as your boss. For this reason if you and your boss fail it is NOT the company that goes to jail. So why should I give more loyalty to my company than to my boss?
Furthermore, if you’re surrounded by a large number of goals, many of them from some corporate bureaucrat in HQ, how are you supposed to tell which are the “wildly” important ones? The company looks at the lag goals such as profits and market share over which you and your team have little direct control. Instead, you and your team look at the lead goals, the goals that are immediately under your control, such number of sales calls made per week, which lead to the lag goals.
Besides, who will get your a** if you don’t deliver?
Your boss.
But what if the boss tells you to do something unethical? Let me tell you a story.
A friend of mine, then a medical resident, was a victim of sexual harassment. When she was thinking about filing a case with the administration, her direct supervisor advised her to “let it go”. This not only meant “accept it”, but also meant “we in our team have more important problems than stupidities from some immature man-boys, and even if this were unethical the events that will unfold would not be worth the aggravation it would cause me as your boss and you as the filer of the case.” My friend filed the case. And won. Then she had to leave the hospital: working conditions for her had become unsupportive.
Dynamics and politics matter; face the effin fact. Except where substantial losses are foreseen to devastate many people (see Rule #1) it is best to keep your dirty laundry away from corporate.
“And third,” LBN continued, “Value your people.” This is the easiest to understand; after all “There is no ‘I’ in ‘TEAM'”. Even if the boss receives an award, he should know it would not be possible without the team, without the janitor, the security guard, the lady who mans the xerox machine. A good boss makes work PERSONALLY fulfilling for everyone involved.
Personally fulfilling means, most of all, that people know how to make the right choices. They can set goals important to them, choose the actions that lead to those goals, and also make the team’s goals their own. If we should praise then we should also punish, for the right reasons. Reasons that they learn and that they will apply to police themselves. A cycle of accountability that involves both reward and punishment, goal setting and goal discarding, decision analysis, situation analysis should be in place with this one aim: to make people free, empowered, and responsible.
I gave the title LBN’s Three Rules for Corporate Success because that’s where the Rules came from. More than 30 years later I find myself in academe, yet the Rules still serve as a frank reminder to look away from the captivating landscape from time to time and to stay rooted on the road.
(Q.C., 230211)


