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Oliver Brunschwiler at FREITAG Ditch the office hierarchy: an interview with FREITAG

A while ago I interviewed Oliver Brunschwiler at FREITAG for a NxtGen interview series with marketing executives, in preparation for my brand-new NxtGen talk (more details will be shared soon). One of my first questions in the interview was if he could explain a bit about his function and role within the FREITAG company; strikingly, it turned to be the most difficult question of our talk ;-). Read on to discover how FREITAG has ditched office hierarchy and is applying a holacracy system in their organization.

First, thanks for taking the time for this interview. To kick off, perhaps you could explain what your job at FREITAG is all about, what you are doing at the company?

Well, that’s not such an easy question right now, because we recently ditched our hierarchy system and are now working under the Holocracy banner. Holacracy is our new operating system. We are no longer talking and acting as managers, directors or CEOs. We even had to tell our CEO that we didn’t need him anymore, with all sorts of consequences.

Holacracy replaces the original top-down model with a system that spreads power distribution across the organization. The idea behind it is that titles often stifle creativity and can entail an unproductive hierarchy. Replacing the top-down organisation creates a more united, cohesive and effective organization.

Who decided that? The two founders?

Yes, of course! The two founders didn’t have a CEO role; they were Chief Creative Directors. They had the feeling we were still in search of our perfect organizational form and especially that we needed a more agile system.

FREITAG Bros by Roland Tannler

Holacracy is not about delegation, it’s about self-delegation, responsibilities of roles for the company and not for the owners or for your boss. On the other hand, it’s very structured and strictly formatted in terms of meeting formats.

Hot tweetawayHot tweetaway: How a business like @FREITAGlab runs on self-organization insit.es/2oNPPSH via @CoolBrands #holacracy #futureofwork #MillennialsatWork

My current main role is Commercial, which includes Sub-circles, such as product development, sales channels, communication and creation. So I am representing the Commercial Circle and I am the so-called Lead Link of the Commercial Circle, which is not the boss of all the roles and people, but the one responsible to assign the people to the necessary roles within the Circle.

It’s a very agile system, meaning people can easily switch circles and roles. Right now, we are still in the starting structure, although there have already been some minor shifts in roles, but nothing too drastic. Everybody is able to work on all roles within a circle, that makes it very dynamic.

Next to the Lead Link role in the Commercial Circle I have twelve other roles. For example one is called Creative Direction, which is a multi-filled role with the founding brothers and another coworker. And then there are other roles like Host for our frequently-organized conferences. But my main role right now is Commercial and, translated into the hierarchy world, LinkedIn or the likes, you’d probably say Head of Commercial or Chief Commercial Officer, Creative Director and member of the board or something. You name it.

How do decisions work in this system? Who takes the final decision?

It’s based on accountabilities. For example: Another role is called Angebotsgestalter (Offer maker). As Angebotsgestalter, I’m responsible for strategic collaborations. The accountability is: kicking off strategic collaborations for the company; so that automatically makes me responsible for making decisions within that specific scope of work. Or, for example, I have a role that is called Creative Lead for certain communication projects; one accountability there is: deciding which creative concept will be released. So it’s not an open tournament, but a very agile system of decision makers.

And it’s not one person that makes decisions for others, but many making their own decisions, based on their individual accountabilities and roles. And that can give surprisingly courageous decisions sometimes because people start to care for the company, instead of just following the leaders choice.

If you don’t agree or your work should be done differently, you go to a so-called Governance meeting and work on the job, changing accountabilities, add policies, create and shift roles etc. This way all tensions can be dealt with on the spot and will not be swept away by hierarchy. Everything surfaces and that sort transparency is necessary for fast-growing and creative companies. Like for example in the IT industry: sometimes IT companies in the US that must grow from 50 to 500 people in just a few months; how can you on-board 450 people within a few months? How can you create a culture when people don’t know each other? It seems impossible. You need an effective operating system, and that’s what Holacracy aims to implement.

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You mentioned the IT industry. Were you inspired by Silicon Valley models of organizing work, or…?

We have probably had 10 organization restructurings. Nothing really worked for longer than one or two years. We realized we needed something more drastic, so the idea of getting rid of hierarchy was already seeded, but we didn’t find a system to really implement it. Until recently, when I started working with a web development agency for our new e-commerce platform. They had introduced the holacracy system and when one co-founder told me about the system and how it worked for them, it got the ball rolling… So yes, the IT industry did inspire us ;-).

You say it’s still very recent?

Very recent indeed; we only started last fall. Right now, the system seems to fit our organization in comparison to other companies. For example, a big Swiss Telco also shifted parts of their company to Holacracy, but for me this seems more experimental, for us it’s the full monty. Let’s see how we progress.

How do you evaluate whether it’s an improvement?

We did of course set matrixes to evaluate the system. Our strategic growth and our business plans remain very important; if anything there looks alarming, we might need to hit the brakes and refine the system in certain areas. But right now, it feels like a good match.

One of the KPIs is probably employee satisfaction?

Indeed, these figures will be evaluated after a certain time, offering an overall scope on the system and where we need to take action, if necessary.

Eager for more insights on how to build a Millennial-proof HR strategy? Get your download of the Millennials at Work bookzine or replay our Millennials at Work Webinar to hear the story first-hand from our NextGen expert Joeri Van den Bergh.

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