Throw Out the Rules

Computerworld - Convene the elite of your company for a world-changing project, and you have a virtuoso team. Talent, energy, ambition, intensity, ego, risk—these teams have it all in spades. And they play by a different set of rules. In this month's Harvard Business Review, co-authors Bill Fischer and Andy Boynton discuss their study of virtuoso teams in 20 top companies. Boynton, the dean of Boston College's Carroll School of Management, told Computerworld's Kathleen Melymuka that at this level, there's no room for nice.

What's a virtuoso team? A team that has the explicit mission to change the world—big change, big objectives, a brand-new system never done before. A financial services firm we looked at worked on a mass customization project—a total revamp to personalize financial services. A consumer goods company created a global supply chain project. It's about a breakthrough. And [the team is] composed of the very best talent obtainable, role by role: a team of superstars.

Yet you say most companies deliberately avoid creating virtuoso teams. Why? Most companies want to avoid getting a bunch of big egos and strong wills on a team, because they're afraid of too much tension and conflict. They look at who's available, who has experience, and they look for harmony—people that will get along. Not every project deserves a virtuoso team, but every organization has some projects that do.

How does the approach to teamwork differ? Several things. There's almost a frenetic energy in how they work. It's far more intense than in a normal team. Also, there's a lot more direct, no-holds-barred dialogue. We say a polite team will give you polite results. These are not polite teams. They work together physically and intensely—not by e-mail and phone. There is speed—rapid prototyping and rapid movement of ideas. There's also a very clear statement of what they're trying to do and not do upfront. And there's something in it for everybody.

Andy Boynton, the dean of Boston College's Carroll School of Management

Why is it so important not to be polite? There are so many obstacles to getting the best ideas out on the table. Hierarchy drives ideas; the boss says something, and everybody agrees. Here, you're creating a real marketplace for ideas. People aren't worried about the consequences of what they say.