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Claus Moller

Rise to fame

Our last Guru is unusual in that he is European and relatively young, in his late forties. Claus Moller, the 'Victor Borge of Business', is a Danish business economist who was educated in Copenhagen. His company (Time Manager International) was founded in 1975. Over the following ten years TMI developed its own Time Management Course - which utilises the Time Manager Results Tool. The company also runs other management courses, and 'Putting People First' Programmes. In the mid 1980s, these PPF Programmes were run for several airlines. In co-operation with JALCOS, a subsidiary of Japan Airlines, TMI adapted the Programme for the Japanese culture. Since 1984 the Company has been providing management training in the Soviet Union as a contribution to Perestroika and the modernisation of the Soviet economy.

During 1987 Claus Moller's company won the public tender, in competition with 48 other companies, for the second phase of modernisation for some 16,000 people within the EEC. His programme 'Management for Everyone' was designed to lead all staff towards greater job satisfaction and team identity. It involved improving work organisation and interpersonal relations for Commission workers in Brussels and Luxembourg, including the reduction of bureaucracy and the improvement of productivity.

In late 1987 the BBC made a programme about Claus Moller, as part of the 'Business Matters' series which was broadcast in April 1988 and is available as a BBC training video.

TMI has more recently become involved with Quality Management, and Claus Moller's book, Personal Quality, was published in 1988.

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Moller's message

By the late 1970s, 30 years of statistical quality control and a variety of mottoes had combined to significantly improve the quality of the product and the production process. The emphasis on customer requirements was increasing, as a mutual progression and, so, in the early 1980s, a serious interest in quality of services and human relationships started to develop. Through his experiences Moller became convinced that the administrative process rather than the production process, offered more opportunity for overall productivity gains.

In order to improve service to the customer, Moller believes that the people who produce the goods must be inspired to do their best, and that huge cultural adjustment is required by all. Moller believes this will only be mastered by improving the personal development of the individual. This will lead to increased competence in the three vital areas of Productivity, Relations and Quality. TMI sees these three areas as 'evergreens', not fads, but intrinsic to all people's lives and so closely interwoven that they presuppose each other.


Moller sees Personal Quality as the basis of all other types of quality. In his book Personal Quality, two standards of personal quality are identified: the ideal performance level (IP) and the actual performance level (AP).

The ideal performance level is the individual's personal quality goal, and is a value influenced by experiences in the formative years. Therefore the IP level will fluctuate in the early years and stabilise as adulthood is reached, to be influenced only by strong emotional experiences. The IP level has a decisive effect on the individual's development and future opportunities.

Actual performance (AP) level is influenced by the individual's self-esteem, the 'OK-feeling' experienced with the AP level matching the IP level. The AP level is influenced by recognition or reprimands, understanding the goals and 'knowing why' a specific task is to be performed. Several other factors influence the AP level - success or failure, the environment, experience and skills, the nature of the task, the time available, others' AP levels, and the individual's IP level.

Moller presents twelve Golden Rules to help improve the AP level.

These are:

  1. Set personal quality goals.

  2. Establish your own personal quality account.

  3. Check how satisfied others are with your efforts.

  4. Regard the next link as a valued customer.

  5. Avoid errors.

  6. Perform tasks more effectively.

  7. Utilise resources well.

  8. Be committed.

  9. Learn to finish what you start - strengthen your self-discipline.

  10. Control your stress.

  11. Be ethical - maintain your integrity.

  12. Demand quality.

In addition, Moller has developed two simple techniques for raising personal quality:

  • The 'do/check' system (continuous self-checking the quality of performance)

  • The quality business card. (Devise a card which is a personal guarantee of quality of work.)

In his book, Moller also recommends ways to raise the IP level of young people, and discuss the links of Personal Quality to Departmental, Product, Service and Company Quality.

Concerning Company Quality, he identifies 17 hallmarks of a quality company. These are:

  1. Focus on quality development
    Quality development is just as much a part of company life as budgets and accounts.

  2. Management participation in the quality process
    Management visibly strives to meet the high standards the programme sets for efficiency and human relations.

  3. Satisfied customers/users
    They remain loyal to the company.

  4. Committed employees
    Employees thrive. Turnover and absenteeism are well below normal.

  5. Long-term quality development
    The company invests more in long-term quality development than in short-term profits.

  6. Clearly-defined quality goals
    Quality goals for all areas clearly defined. Results are publicised.

  7. Quality performance rewarded
    Quality performance is rewarded visibly, and is a prerequisite for promotion.

  8. Quality control perceived positively
    Quality control is not perceived as a sign of distrust, but rather as a means to develop and maintain quality.

  9. Next person in work process is a valued customer
    No link/person in the chain should suffer because of mistakes made by others.

  10. Investments in personnel training and development
    Employees are the company's most important resource.

  11. Prevention/reduction of mistakes
    Sizable investments are made to prevent and limit mistakes.

  12. Appropriate decision level
    The level of decision-making is placed no higher in the organisation than necessary.

  13. Direct route to end users
    Products and services are produced and delivered by the most direct method available.

  14. Emphasis on both technical and human quality

  15. Company actions directed towards customer needs
    Meeting the customer's needs is reflected in all company actions.

  16. Ongoing value analysis
    Work which does not create 'value' is dropped.

  17. Company recognition of its role in society
    The company assumes its role in contributing to society.

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