Читать книгу High Performance Boards - Didier Cossin - Страница 16

Sophisticated information architecture is key to successful boards. Although this design does not necessarily need to be complex, it should inform the board about all the company's essential activities and the issues facing it, both now and in the future. When considering information design, directors should have three rules of thumb.

First, board members should have as much information on external issues as they do on internal matters. Boards typically think of information as coming from management. Ideally, this will be brief, well focused, prioritised, and strategic, with executive summaries, key issues to tackle, and options to consider. But directors should also be fully informed regarding external issues, such as reputation analysis, the competitive landscape, customer knowledge, an understanding of shareholders, and technological evolution. Often, however, this is not the case, resulting in boards that do little more than go through the motions. Clearly, there is significant room for improvement.

Second, directors should have both formal and informal information channels. Formal internal information should be jointly designed by the board and management, with briefings that include financials with forecasts, a CEO report, risk and opportunity maps, analysis of the management gene pool, and a summary of financial analysts' views. In addition, regular communication between management and the board, for example via management letters between meetings, provides further efficient and timely information. Board committee reports are also fundamental in building the depth of knowledge required by directors in specific areas – as long as such reports include analysis of the issues and not just recommendations. It is critical that the board is actively involved in designing the information, including whether that design should change along with the firm, its environment, and its strategy.

At the same time, informal channels of information are key, and need to be cultivated. These channels should be diverse and well structured, giving board members access to employees and stakeholder networks, links to fellow directors outside board meetings, and connections with management. This might be through a Sunday afternoon barbecue, a coffee during the week, or an early evening call, depending on the board member. Such interactions must strike the right balance, providing board members with greater freedom and inspiration without infringing on management's role.

Third, dedicated directors should aim to receive as much information from independent sources as they do from management. Rather than relying solely on management information, these board members see it as their duty to track down the most useful social media posts, market information, and other sources.