Earlier this week, I listened to The Aspen Institute’s Does Maximizing Shareholder Value Endanger America’s Great Companies, featuring Lynn Stout (Cornell Law), Tom Donaldson (Penn-Wharton), Howard Schultz (Starbucks), and Shelly Lazarus (director of Merck & GE).
The panel discussion is over a year old, but still relevant. Among other things, I found the exchange between a Georgetown professor in the audience and Howard Schultz of Starbucks to be interesting (starting at 46 minutes).
Georgetown Professor: [Asks a roughly 2-minute long question about creating and choosing appropriate metrics for measuring social responsibility.]
Howard Schultz: “I certainly understand that you are a professor and you want a metric, but this is not the real world. We don’t sit in a room and measure metrics. Let me tell you a very brief story…[tells a story about Starbucks’ company meeting of parents of employees in China]…you can’t put a metric on that; there is no metric….it is a narrative…”
Personally, I think Schultz was a bit too quick to dismiss the need for social metrics, and, in practice, I am sure Starbucks has some social metrics that it uses. Without any social metrics, however, even the best intentioned management can deceive itself