Robert McKinley's Master Map Principles

1. Master Map Principles
A Proven Approach for Leading Competitive Companies
By Robert McKinley
(Summary & Excerpts from Full Presentation)
Compiled from a Multitude of Experience, Training, Books,
Teachers & Mentors Too Numerous to Mention

2. Master Map Principles (MMP)
What is it?
An Approach to Leadership through:
 People
All stakeholders- customers, investors, employees,
vendors, etc.
 Principles
Including objectives, rules of the road, regulatory
requirements, values, etc.
 Product
Profound knowledge of customer requirements, company
products and capability
 Performance
Data & merit based with a bias for action and a focus on
results

3. Master Map Principles
Why Do People Relate to MMP?
 People relate to “Maps” as useful in getting
where they want to go
 Principles get them there inside the “Rules of
the Road”
 They are easy to convey and understand
(“Maps” & written Principles are your tangible documents
written specifically for your company upon which you and
your stakeholders will rely)

4. Master Map Principles (MMP)
Underlying Attitudes & Assumptions
 “Businesses must grow or die, there is no middle ground”
 Competitive businesses must attract key stakeholders to
remain in business over the long term
 All Stakeholders (customers, investors, employees,
vendors, etc.) are attracted to business in expectation of
growth (gain for them)
 Maximization of one Stakeholder gain often creates conflict
with other Stakeholders (e.g. higher pay for employee,
lower profit for investor, etc.).
 Leadership is successful when the business continues to
attract more well paying customers, solid investors, high
quality employees, better servicing vendors, etc.

5. Master Map Principles (MMP)
Grounded for both short and long term results
 A practical approach to quickly collect, assess, convey
and act upon an immediate game plan
 Short term effort becomes building blocks for long term
strategic framework with buy-in from stakeholders
 Approach is customized for each company – one size
does not fit all
 It is a way to focus an engaged team of internal &
external people to thrive the mantra to “Out-compete
the competition”
 It is “Good business!”

6. What Can MMP Do for You?
 Assess and quickly begin working with an unfamiliar
&/or especially with an underperforming company
 Get the “Big” picture quickly while immediately
delivering meaningful short term results, including
administering company first aid, second aid & long
term therapy
 Useful under positive and negative market conditions
and company situations
 Helps you engage and attract the key stakeholders
necessary for long term success of the business

7. Here is How It Works
MMP Focuses in Four Key Areas
People – all stakeholders who get it done
Principles – the rules of the road
Product – the engine
Performance – the results

8. People Focus
 Listen to the business through people - Engage key people
from each stakeholder group (customer, investor, employee,
vendor, etc.) for top issues & opportunities
 Understand that ALL stakeholders are looking for
growth
 Understand the inherent goal conflicts between different
stakeholder groups (use advocacy, e.g. CFO for investors,
Sales for customer, etc. for management to ultimately find
the “right” decision for the company at that time)
 Align and focus operational teams
 Set behavioral and performance expectations with team
 Create unique “Maps” useful for teams

9. Principles Focus
The Rules of the Road
 Essential in a merit based, participatory operating
environment
 Decisions and actions all have a “Basis”
 Source for basis comes in many ways and diverse
perspectives
 Principles, as uncovered and validated for a
company, need to be published and properly conveyed
 People rely on the Principles for “Basis”

10. Exemplary Principles
Discover, Uncover, Validate, Publish What Works and is Needed
for your Company
 Company “First Aid” if needed
 Stakeholder Goals & Objectives
 Company Vision & Purpose
 Company Business Polices
 Company Values
 Laws of the Land & Industry Regulations
 Other “Tests for Rightness”
 Company Strategic Framework

11. Product Focus
Assess Issues, Opportunities & Alternatives Relating to Your
Products and Services
 Assessments should include:
 Quality (conformance to customer requirements)
 Pricing
 Distribution
 Promotion
 Product Rationalization
 Features & Benefits
 Product Differentiation & Diversification
 Other Attributes
 Assessments to be checked against stakeholder objectives
& documented
 In the long term, your product knowledge should become
“Profound”

12. Performance Focus
 Gain immediate access and understanding of all available
key performance measures to understand, formulate and
communicate the situation and immediate path forward
 Apply company First Aid, then Second Aid, then Long Term
Care
“Start the breathing, then stop the bleeding!”
 Full dashboards, sophisticated customer tracking and full
visibility through your numbers will come as the company
requires it. Information costs – don’t spend it if it doesn’t
provide a return, but get what you need to succeed
 Secure internal control of company assets and resources

13. Performance Focus
 How is success defined? By what measurements? From
which stakeholder perspective?
 What data is available? What data needs to be quickly
compiled?
 Short Term View
 How stressed is the company?
 Long Term View
 Are you “Out-competing the competition?”
 Can you “Get a lead and make it bigger?”

14. MMP - Proven Applications
In both Positive & Negative Market Situations
“At Company 1 by applying MMP in a stable health sector line of
business, our team realized 13.6% annual average earnings
growth on 8% average annual sales growth over a three year
period”
“At Company 2 by applying MMP in a failing musical instrument
manufacturing company due to deteriorating product quality
& massive industry volume contraction & price erosion, we
realized 100% recovery for vendors, recovery for senior
lender & successful sale with broadened product offering
without bankruptcy proceedings”
“At Company 3 by applying MMP to a young manufacturing
company of heavy duty, construction dump trailers struggling
with the massive 2008-2009 recession, we were able to keep
the company operating and weathering the storm”

15. MMP
Exemplary Tangible Output
 First Aid Action Plan
 Stakeholder Fundamental Goals & Objectives
 Consolidated View of Company Purpose
 State Company Vision
 Documented Values
 Published Tests for Rightness
 Published Principles of an Integrated Team
 Stated Short term and Long term Goals and Objectives for
Company
 Published Key Strategies
 Published Business Policies
 Operational Action Plans by functional area

16. MMP
Exemplary Intangible Output
 Stakeholders more willingly accept sub-optimization of their goal
for the betterment of the whole
“Those that give, get”
 Builds an operating environment where individuals accept
accountability and responsibility
 Produces a “learning” environment committed to continuous
improvement
 Creates an operating environment of accountability where any
stakeholder can challenge anyone by relying on the Master Map
Principles as their basis regardless of the organizational hierarchy
 Broader understanding of basis for others actions & decisions

17. Company Flavor with a Purpose
Make it Easy to “Taste” by Everyone
SiDump’r Trailers … The Workhorse of the side dump industry!
“We build side dump trailers that are designed and built to be
tough. Tough enough for the tough operators who use them
under tough conditions. Tough enough to withstand the
toughest challenges. Tough and durable to provide many
years of safe, dependable, and profitable service to their
operators. They are built right!”
Bob McKinley
President & CEO
Note: Purpose based on customer requirements research

18. Corporate Values
Common Examples
 Respect for Others
 Uncompromising Integrity in all that we do
 Trust in each other
 Credible and merit based
 Committed to Continuous Improvement
Useless unless Demonstrated from the Top Down & Pointed Out when Observed
Throughout the Organization, Including with Customers, Vendors & Other
Outsiders

19. Team Integration Principles
Behavior that Forges Strong Teams
Do it; Expect it!
 Listen, Listen, Listen
 Communicate, Communicate, Communicate
 Anticipate, Anticipate, Anticipate
 Know your roles; Know other’s roles
 Know basis for what’s right; Do what’s right
 Learn from our efforts; both successful and
unsuccessful
 Work from common, clearly understood set
of goals, values and principles
 Separate the Doer from the Deed

20. MMP Conclusion
“Under MMP, a business has a significantly
improved chance of staying in business (in
perpetuity) while meeting or exceeding
customer, investor, employee & others long
term goals & objectives”

21. For More Information & the Complete MMP
Presentation
Contact
Robert “Bob” McKinley
mckinleyre20@yahoo.com
http://www.linkedin.com/in/bobmckinley