Complexity can be a form a secrecy. It can also be a subsidy. This is what has happened to accounting. One-third of MBA students said they were pursuing it so they could understand the numbers. Wow. Even with our language, we have created a Tower of Babel, obfuscating the economic reality of organizations. In Real Numbers, Jean Cunningham wants to replace the 100-year old outdated accounting model whose primary purpose was tracking inventory value. She argues we must change the reports, not the people. With Lean, this has become much less relevant. Does accounting teeter on the brink of irrelevancy? I’d answer yes. See The End of Accounting and Relevance Lost, both reviewed herein. The information it produces arrives late and is often misleading. Cunningham dismisses Activity-Based Costing (ABC); Goldratt said “ABC is a new way to be wrong.” I like her point that accountants must change their focus from Cost Accounting to Cost Management. So true! See Reginald Lee’s books reviewed herein: Lies, Damned Lies, and Cost Accounting, and Strategic Cost Transformation. Accountant’s obsession with developing a unit cost for each product (or service), and the resulting variance analysis, has serious deleterious effects, and covered by the books mentioned, as well as Profit Beyond Measure by H. Thomas Johnson. Cunningham also warns “mind what you measure.” Couldn’t agree more, there are many moral hazards with measurements, as I discuss in my book, Measure What Matters to Customers. She’s cognizant that it’s the process that needs to change, and then the results will take care of themselves (what Johnson calls Management by Means, as opposed to Management for Results). Productivity cannot be improved through financial engineering.
Disagreements
Cunningham writes this equation and says it’s a key economic principle: Productivity = Wealth. But it’s not an economic principle, because what if you’re productive at doing the wrong thing? Then you are simply wasting society’s resources, which is wealth destroying. The real concept is: Wealth = Knowledge and Growth = Learning, as so eloquently explained by George Gilder in his book, Knowledge and Power. This is another problem with Lean: it has no coherent theory of value and is way too focused on waste reduction (I wonder what it would think of Google’s 20% time, seems like pure waste, doesn’t it?). She also writes that customers need to become educated on the benefits of lean. Really? Why? Customers could care less. They only care about the results, and value in their minds. This is why I think Lean pays lip service to customer value, and the voice of the customer. It’s not guided by a coherent theory of value.
Cunningham asserts: “We have long since passed from an environment where Cost + Profit = Selling Price. Now, Selling Price – Cost = Profit. For most companies, selling prices are set by the market and profit is determined by how cost effective we can be.” This is nonsense. How, then, does Apple (among many other companies) achieve superior pricing? It’s not cost management, it’s better pricing. I agree with her that “Target Costing forces the selling price be determined at the beginning of the product development process and a desired profit, which is set by management.” But surely this is only useful for a minimum price. I will cut her some slack because her book is not focused on pricing, but she seems to be unaware of the pricing revolution that has been happening across businesses since the mid-1980s, where value, behavioral economics, psychology, etc., all intersect to align price with value, not markets, or costs.
I also disagree with this: “…must take a longer-term view and put meaning into the phase “our people are our most important asset. The reluctance to ensure employment is a major barrier to successfully implementing lean…” But people aren’t assets, since you cannot own a person. Ultimately, they are volunteers, or human capital investors. And how can any company ensure employment, since all value is subjective.
She even falls into the “unit cost” fallacy by attempting to calculate the cost of creating a financial statement, by adding up accounting employee salaries. But this is a non-cash cost, meaning that if those employees weren't doing financial statements, they'd still be paid, so no difference in cash spent.
All that said, this is still a very worthwhile book for CPAs to read, if for nothing more than putting another nail in the coffin of standard cost accounting.