Maestro, Guru, Savant

“As the drug industry wrestles with major challenges, some top companies are turning to a new kind of executive for help: strategy master.

“Over the past six months, at least four large U.S. drug makers, including Johnson & Johnson and Pfizer Inc., have created top-level executive positions tasked with overseeing company strategy, with titles such as senior vice president of strategy. In some cases, they report to the chief executive.

“Their responsibilities, which vary from company to company, include identifying new business opportunities, overseeing the cost-cutting programs that have spread through the industry and improving coordination among company divisions.

“The drug industry's embrace of strategy masters comes as companies are under pressure. Sales and profit growth have been slowed by generic competition, research stumbles and increased government scrutiny of pricing, marketing practices and drug safety. Many large pharmaceutical companies are laying off workers and closing plants to save money, while seeking new medicines that can sustain profits. A strategy point person might help set priorities and allocate resources more efficiently.

“It is a bit early to know what difference these strategy chiefs are making, and companies are fairly tight-lipped about what they are up to...

“At least two drug companies, Eli Lilly & Co. and Wyeth, named strategy executives a few years ago. In the more recent wave, J&J in November created an Office of Strategy and Growth. Its mission is to identify new business opportunities in health care that are distinct from its current businesses of pharmaceuticals, medical devices and consumer products. J&J has indicated one new potential opportunity is in health-care information technology…

“In the past, strategic decisions often were made by individual business divisions, said Matt Gurin… Hay Group vice president. Now, companies are concluding that priorities need to be set at the top ‘to try to get a bigger bang for their buck.’”

(“Drug Firms Employ Strategy Masters.” Peter Loftus. Wall Street Journal: April 14, 2008. p. B.5)

WHERE IS THE CEO? Where are operating leaders? Are they in touch with their environment? Aren't they seeing where things are going? Don't they have a feel for, and a sense of, strategic possibilities? Can't they think more broadly?

When strategy is decoupled from tactics and operations, how can we help but wander?

Who will save us???