вторник, 27 декабря 2022 г.

‘Duty of Care, Skill and Diligence’. Part 1 - 2.

 


Caring about the ‘duty of care’


There are four main duties of Australian directors, all of which apply whether they are members of commercial or not-for-profit boards. As illustrated in the header image above, these are the:

  • Duty to act with reasonable care, skill and diligence
  • Duty to act in good faith in the best interests of the organisation and for a proper purpose
  • Duty not to improperly use information or position
  • Duty to disclose and manage conflicts of interest.


The focus of this reflection is the first of these duties. While the three elements of care, skill and diligence are really aspects of one duty, before thinking about them in combination, there is nonetheless some benefit in reflecting on each of them separately.

Starting with the concept of ‘reasonable care’ highlights the widely used notion of organisations and responsible persons having a ‘duty of care‘.

This notion can be confusing for non-lawyers in the non-profit sector (of which I am one). The other two aspects of this first duty, relating to ‘skill’ and ‘diligence’, will be explored in later posts.

Duty of care

Those working in childcare, disability care, education, aged care and healthcare, all recognise their primary obligation to place the welfare of their clients above their own, and this is mainly expressed as an obligation to avoid them being harmed.

For teachers, the concept of being ‘in loco parentis‘, requiring equivalent vigilance and responsibility to that of a parent guarding their child’s safety, is a foundational one in their training.

In healthcare, the aphorism ‘no-one cares how much you know until they know how much you care‘ may be a little cliched, but it illustrates use of the word ‘care’ to convey the two distinct concepts of interest or concern on behalf of patients, and beneficence on behalf of the practitioner.

Legal and other definitions 

Words which have common usage meanings can have quite different emphasis when they appear in legislation governing the conduct of not-for-profit entities and corporations. ‘Care’ is a word with a multitude of meanings in common usage (as illustrated in the whimsical header image of an earlier post). As it happens, this is also true to some extent in various legislative instruments.

In civil law, “(A) duty of care is a legal obligation to avoid acts or omissions that could foreseeably lead to harm to another person. A breach of a duty of care that leads to harm to someone amounts to the tort of negligence.

Established duty of care relationships include:

  • Teacher to student;
  • Employer to employee;
  • Parent to child;
  • Occupier of premises to entrants;
  • Road user to other road users;
  • Manufacturer to consumer.

Directors and officers will also be seen to have a ‘duty of care’ which shares the objective of avoiding harm, however in the governance context, the harms to be avoided go well beyond those inflicted on “another person”. Compliance with laws and regulations is a foundation of good governance, however, so too is compliance with standards of care for the community, the environment, and third party commercial entities, and also with ethical codes.

A balancing act

The Victorian Department of Health acknowledges that when seeking to avoid or limit harm, workers in the health sector are performing a balancing act:

There are several aspects to duty of care:
Legal – What does the law suggest we do?
Professional/ethical – What do other workers expect us to do?
Organisational – What does our organisation, and its funding body, say we should do?
Community – What do the parents of our clients and other community members expect us to do?
Personal – What do our own beliefs and values suggest we do.

In offering advice to youth workers, they note:

We need to balance the safety of the young person against other concerns such as:
the safety of other people/our personal safety
other rights of young people (e.g. the right to privacy)
the aims of the service (e.g. to empower young people)
the limits of our organisation (e.g. money and other resources)

Similar trade-offs are involved when directors are making governance decisions, and if an adverse outcome occurs, they will be judged according to the court’s application of the Business Judgment Rule (otherwise referred to as the ‘reasonable person test’). See also my earlier posts about cost/risk/benefit trade-offs here and here.

Standard of care

Professionals are familiar with the Law of Negligence (as opposed to the ‘diligence’ referred to in the first director duty) and legal liability. Section 18 of the Law of Negligence and Limitation of Liability Act 2008 addresses the standard of care expected of persons holding themselves out as possessing a particular skill as follows:

In a case involving an allegation of negligence against a person (the defendant) who holds himself or herself out as possessing a particular skill, the standard to be applied by a court in determining whether the defendant acted with due care is, subject to this Division, to be determined by reference to—
(a) what could reasonably be expected of a person possessing that skill; and
(b) the relevant circumstances as at the date of the alleged negligence and not a later date.

Directors’ duty of reasonable care and diligence

For directors, the most obvious implication of this legislation is that diligence is required to avoid an accusation of negligence. In their role as a board member, that diligence will chiefly consist of instituting a system of controls (i.e. good governance) by which risks are managed and compliance obligations are met, whilst advancing the constitutional and strategic objectives of the organisation. Relevant standards of care will also be applied to assess whether a director or officer was diligent or negligent in performing their duties.

Section 84 of the Victorian Associations Incorporation Reform Act 2012 is one example of governing legislation which defines the ‘duty of care and diligence’ for association directors and officers.

Duty of care and diligence
(1) An office holder of an incorporated association must exercise his or her powers and discharge his or her duties with the degree of care and diligence that a reasonable person would if that person—

(a) were an office holder of the association in the circumstances applying at the time of the exercise of the power or the discharge of the duty; and (b) occupied the office held by, and had the same responsibilities within the association as, the office holder.

Section 180 of the Corporations Act 2001 defines the duty of care and diligence required of Australian company directors and officers (such as the CEO and company secretary), including non-profit entities registered as companies limited by guarantee.

CORPORATIONS ACT 2001 – SECT 180
Care and diligence–civil obligation only
Care and diligence–directors and other officers

(1) A director or other officer of a corporation must exercise their powers and discharge their duties with the degree of care and diligence that a reasonable person would exercise if they:
(a) were a director or officer of a corporation in the corporation’s circumstances; and
(b) occupied the office held by, and had the same responsibilities within the corporation as, the director or officer.

Note: This subsection is a civil penalty provision (see section 1317E).

Business judgment rule

(2) A director or other officer of a corporation who makes a business judgment is taken to meet the requirements of subsection (1), and their equivalent duties at common law and in equity, in respect of the judgment if they:
(a) make the judgment in good faith for a proper purpose; and
(b) do not have a material personal interest in the subject matter of the judgment; and
(c) inform themselves about the subject matter of the judgment to the extent they reasonably believe to be appropriate; and
(d) rationally believe that the judgment is in the best interests of the corporation

The director’s or officer’s belief that the judgment is in the best interests of the corporation is a rational one unless the belief is one that no reasonable person in their position would hold.

Note: This subsection only operates in relation to duties under this section and their equivalent duties at common law or in equity (including the duty of care that arises under the common law principles governing liability for negligence)–it does not operate in relation to duties under any other provision of this Act or under any other laws.

(3) In this section:

“business judgment” means any decision to take or not take action in respect of a matter relevant to the business operations of the corporation.

Skill – a common law requirement

The sharp-eyed reader will have noted that neither the State nor the Commonwealth legislation includes the word ‘skill’ in their requirements. That additional requirement arises from common law, where courts have ruled that in performing the ‘duty of care and diligence’, a reasonable person will exercise a level of skill or expertise commensurate with their responsibilities. This in turn leads to such governance activities as preparation of a director skills matrix to inform succession planning, and implementation of director development and training programs.

In commenting on Section 180 of the Corporations Act, Dennis Martin, Director of Snedden Hall & Gallop Lawyers, highlights that while all directors need to share a basic set of skills, where a director is recognised as having a special skill, they are held to a higher standard in exercising that skill (see especially the underlined portion below):

“… requires a director to act with a degree of care and diligence that a reasonable person might be expected to show in the role. Common law places great weight on this duty with respect to approval of financial statements [Centro, 2011] and statements issued by a company [James Hardie, 2012]. Further, risky transactions without the prospect of producing a benefit, or failure to inform board members of significant issues can create a breach of this duty. The extent of this duty is dependent on a range of circumstances. These include the type of organisation, the size and nature of the business and the composition of the board [ASIC v Rich, 2009]. Also, if a particular director holds out to possess certain expertise to obtain the directorship, the director’s exercise of care and diligence will be assessed against that expertise. For example, if a director holds out that she has specialised financial knowledge and she occupies a financial role, her accountability for the organisation’s finances will be higher compared with an ordinary director [ASIC v Adler, 2002]. Moreover, non-executive directors still have a duty to acquire at least a rudimentary understanding of the business of their organisation. Even if it is practice for a non-executive director to be unaware of the organisation’s circumstances, the position of a director comes with the responsibility of a core irreducible standard [Daniels v Anderson, 1995]. There is, however, the business judgment rule which could protect a director in relation to a claim for breach of this duty. This essentially requires directors to make a judgment that they rationally believe is in the best interests of the organisation. A judgment is considered to be rational unless no reasonable person in the director’s position would consider it rational.”

Where a board considers that it does not possess the skill or knowledge required to address a matter internally, it has an obligation to obtain expert advice to aid its decision-making processes.  This was illustrated in my previous post regarding the solvency question, where consideration of a potential restructure or wind up is likely to require external legal and financial advice.

A future post will offer further reflections on the skills required of directors. 


“First do no harm”

We can thank Hippocrates for the ethical injunction to “First do no harm”, and this is a core commitment in all health professional codes. 

Avoiding harm is also the objective of the duty of reasonable care, skill and diligence.

In achieving that objective, directors and officers are expected to be proactive in the performance of their roles, ensuring that strategic and operational activities are subject to suitable systems of control and risk management.  The schematic header image above emphasises that in each of the financial, commercial and legal dimensions, directors need to adopt a risk-based approach, involving governance, technical, and behavioural competencies, and referencing standards of care.

Giving ‘diligence’ its due


The term ‘due diligence’ is most often used to describe a detailed appraisal of a business undertaken by a prospective buyer, with a key focus on confirming its assets and liabilities and evaluating its commercial prospects.

In the context of non-profit directorial duties however, its more generic meaning relates to reasonable steps taken by a person or board to avoid committing a tort or offence.

The antonym of ‘negligence’, ‘diligence’ can also be understood as steps taken to avoid an allegation of negligence, usually involving careful examination or inspection of the matter at hand. The attention to detail involved suggests directorial focus, mindfulness, risk aversion, and effort.  (See also comments on the Law of Negligence here).

Due diligence for a merger or acquisition (M&A) involves looking at numerous matters in each of the legal, financial and commercial dimensions of the other party’s operation. Analysis of key data looks to determine whether the entity is able to add value to the future operations of the merged organisation.

Assessment of the value proposition is of course the central focus of most board decisions – at least, it should be.  The trade-off between benefits, risks, and costs needs to satisfy the directors that ‘on balance‘, adopting the recommendation under consideration will add value. Parallels can therefore be seen between director due diligence and M&A processes.

The chart below uses the three M&A dimensions (legal, financial and commercial) to catalogue some of the considerations non-profit directors will bring to their regular governance deliberations.


Diligent or Negligent?

Directors who fail to read their papers before the meeting, who neglect to ask probing questions during debate, and who defer to the loudest voice in the room because they don’t really have a view of their own, are not being diligent.

Board that spend less time on strategic issues, preferring to probe the details of low priority operational or procedural matters, can also be accused of failing to be diligent.

As with good diary management, the time budget for a meeting needs to be skewed towards strategically significant matters. The ‘Rocks, pebbles, sand‘ metaphor usually applied to personal time management can also usefully be applied to board agenda planning and ‘time governance’ during the meeting, as illustrated below.


Those familiar with this metaphor (popularised by Dr Stephen R Covey’s 7 Habits of Highly Effective People – Habit 3: Put first things first) recognise the importance of putting the rocks in the jar first and the sand last.  If the sand is added first there won’t be sufficient room for the rocks later.

The same principle applies to the time budget for your board meeting.  Don’t let procedural ‘sand’ use up valuable time required for your strategic ‘rocks’, and ensure that your operational ‘pebbles’ are also allocated their due before remaining time is provided for low priority procedural items.  Scheduling more time, early on your agenda for strategic matters, recognises their high priority status, and is one way to improve the diligence of your board.

Part 3 in this series will reflect on the skills aspect of the ‘Duty of care, skill and diligence’.

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How effective is your digital media?

 

Audit your digital media effectiveness to build stronger campaigns and an efficient marketing funnel in 2023

Reviewing your use of digital media is a crucial starting point for creating or optimizing your digital marketing strategy. But how do you tune in and prioritize what's working, and what isn't, without getting lost in vanity metrics?

At Smart Insights we recommend using VQVC to consolidate and streamline how your measure your digital media. This mnemonic shows how volume, quality, value, and cost help you pull out different elements of your marketing activities. Read on to find out more about VQVC and other important digital media planning techniques

Moreover, do you really understand how and when each of your key marketing communications is being received by your target audience? Our RACE Framework helps thousands of marketers around the globe track and optimize their key digital media, to get the best results possible, without breaking the bank. That's why we recommend structuring your plan around RACE.

In this practical and actionable article, we'll explore some quick and simple ways of reviewing your digital media channels and strategy.

1) Reviewing digital media channels across your customers' lifecycles

It all starts with reviewing each of your channels! In this article, we will talk through the aspects of reviewing your digital marketing effectiveness and we recommend doing this for each of the following digital channels:

  • Search marketing/ organic search
  • Online PR
  • Social Media Marketing including optimizing your presence
  • Online partnerships including affiliate marketing and sponsorships
  • Online display advertising, for example, ads you may have running on the AdWords display network and well as retargeting and social media ads
  • Opt-in email marketing

Use the RACE Framework to plot your use of digital media across your customers' lifecycles through reach, act, convert and engage. Our 'structure a plan using the RACE planning Framework' module in our RACE Practical Digital Strategy Learning Path will guide you through the step-by-step process of implementing the RACE Framework.


2) Review VQVC measures across all channels

The best way to get started is to include VQVC measures for each channel, VQVC is:

  • Volume: Number or % share of site visits
  • Quality: Dwell time or conversion rate to lead or sale
  • Value: Revenue per visit (Ecommerce) or Goal value per visit (if goals set up for non-Ecommerce site)
  • Cost: Cost per visit/lead/sale

It takes time to accurately pull together these figures, but if you don't know the figures how can you improve? VQVC can be very helpful for comparing digital media activities, or for channel benchmarking against competitors, for example, those with similar media budget spend. If you don't invest in digital marketing, you may find yourself losing customers to competitors who do.

3) Opportunity Strategy Action

This section, for each of your channels, is all about understanding exactly what your success factors are for each of your channels. What are your opportunities? What strategies will achieve your goals? What action is needed? It's best to include:

  1. What would you like to change? What is to be changed and what does change like? remember this is just a high-level view, specific detail and campaign aspects are not required at this stage.
  2. What does success look like? It's good to know this to understand at the end of the year whether you're strategy has been successful, this is hugely helpful for when you're doing this audit all over again next year.

4) Overall priority and value compared to other channels

This section is all about reviewing how successful each channel is compared to each other, but specifically about how big of a priority this channel is for meeting your business objectives.

For example, you may feel in the year ahead you really want to expand retargeting and display advertising but cut back on Facebook Ads as ROI has been low. The value aspect allows you to explore how much value you feeling you're getting from this channel. Ask yourself:

  • Is your SEO delivering or does it need improvement?
  • Maybe your keywords are too specific and competitive and therefore paid media performs better?
  • Which channels should you prioritize for growth?

The state of digital media in 2023

Thousands of Smart Insights members around the globe are using their membership to upskill and improve their digital media strategies and tactics. Our premium marketing solutions empower marketing leaders to stay up to date with case studies, best practice advice, and actionable marketing tools.

By Gabrielle Wright

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понедельник, 26 декабря 2022 г.

Какие сотрудники приносят больше пользы: 7 уровней эффективности

 


Normative and Positive Economics

 A positive economic statement is a statement that can be verified true or false.

A normative economic statement is an opinion. It is a view that others may disagree with.


Postive economics

  • In the UK, Dec 2017 CPI inflation is 3.0%
  • In the UK the rate of unemployment has increased by 50% in the past three years.

Normative Economics

This is the expression of an opinion.

  • The MPC should not be concerned about the rise in CPI inflation because it is due to temporary factors.
  • Unemployment is more important than inflation in the current economic situation
  • The MPC should increase interest rates to deal with the rise in inflation.
  • The government should try to reduce inequality
  • Privatisation leads to a more efficient allocation of resources

Both the above statements are value judgements, you can’t prove it right or wrong by merely looking at statistics. Some economists believe the first statement, others believe the second statement is more valid.

Economics is part science part art. The science is the positive economics – finding data such as inflation and unemployment statistics. However, with this data, you can make very different judgements.

The rise in inflation is a good example of how economists can reach very different conclusions from the same data.

Other examples

  • UK public sector debt is 60% of GDP. – positive
  • An increase in GDP per capita leads to an increase in living standards – normative. Higher GDP doesn’t necessarily lead to higher living standards.
  • Mixed economies are the best form of economic system. –   normative  (even though the vast majority of economists would agree.)

On a recent visit to New York, my friends took me to a popular part of Queens to an Indian restaurant. Because it is a popular area it was very difficult to find a car parking space. We ended up driving round in circles for 15 minutes before a space finally became available. When we finally parked, I was surprised to see there was no charge for parking in this busy area.

Diagram showing Excess Demand when Price is Zero


If price is £0 demand (Q2) is greater than supply (Q1)

I suggested to my friend it would be more socially efficient if there was a charge for parking.
Because it was free to park, demand was greater than supply. This shortage caused:

  • Time wasted
  • Stress of looking for car parking space
  • Congestion on the roads as many drivers are just driving around looking for a parking space.
  • More pollution as drivers create more fumes driving around looking for a space.
  • It can put people off visiting restaurants because a perceived lack of parking can become a disincentive.

Advantages of charging for parking

  • It would encourage people to consider other forms of transport for getting into the area.
  • People might use public transport or even cycle.
  • Lower emissions from cars driving into centre
  • The money raised from car parking charges could be used to offset other taxes or spend on improving public transport/bicycle lanes e.t.c.
  • People might walk or cycle a bit more. This would be one way to deal with obesity issues in the West.

Yet, the response of my local New Yorker friends was that ‘they didn’t want to pay another tax’.  They expected free parking and think of free parking as an entitlement. They didn’t really like driving around looking for a car parking space, but they definitely don’t want to pay.

Equity issues

Some might say car parking charges would favour rich people who would be able to afford to park in the city centre. Certainly, rich people wouldn’t be discouraged by a small parking charge. But, concerns about equality should not be dealt with through the price of car parking. We don’t reduce tax on cigarettes just because cigarette tax is highly regressive.

Amsterdam pedestrianised many areas of their city centre and made car parking very expensive. As a result, 40% of people cycle within Amsterdam, and they seem to enjoy it. (cycling Holland)

In a way car parking charges can be an effective ‘mini congestion charge’ By raising the cost of driving into city centres it makes people pay the full social cost and not just the private cost.

The high cost of free parking

“Who pays for free parking? Everyone but the motorist.”

– Professor Shoup

Professor Donald Shoup wrote a book The High Cost of Free Parking which examines the social cost of free parking in the US.

He noted that land reserved for car parking space has a very high value, yet we give it away for free. He measures the value of a Los Angeles parking space at over $31,000. As Tyler Cowen notes in a review of Professor Shoup’s work. “If we don’t give away cars, why give away parking spaces?”

Professor Shoup estimated that the value of the free-parking subsidy to cars was at least $127 billion in 2002

Trade off between unemployment and inflation


A look at the extent to which policymakers face a trade-off between unemployment and inflation. The Phillips curve suggests there is a trade-off between inflation and unemployment, at least in the short term. Other economists argue the trade-off between inflation and unemployment is weak.

Why is there a trade-off between Unemployment and Inflation?

  • If the economy experiences a rise in AD, it will cause increased output.
  • As the economy comes closer to full employment, we also experience a rise in inflation.
  • However, with the increase in real GDP, firms take on more workers leading to a decline in unemployment ( a fall in demand deficient unemployment)
  • Thus with faster economic growth in the short-term, we experience higher inflation and lower unemployment.

Increase in AD causing inflation


This Keynesian view of the AS curve suggests there can be a trade off between inflation and demand deficient unemployment.

If we get a rise in AD from AD1 to AD2 – we see a rise in real GDP. This rise in real output creates jobs and a fall in unemployment. However, the rise in AD also causes a rise in the price level from P1 to P2. (inflation)

 

Phillips Curve Showing Trade-off between unemployment and inflation


In this Phillips curve, the increase in AD has caused the economy to shift from point A to point B. Unemployment has fallen, but a trade-off of higher inflation.

If an economy experienced inflation, then the Central Bank could raise interest rates. Higher interest rates will reduce consumer spending and investment leading to lower aggregate demand. This fall in aggregate demand will lead to lower inflation. However, if there is a decline in Real GDP, firms will employ fewer workers leading to a rise in unemployment.

Empirical evidence behind trade-off

The Phillips Curve is based on the findings of A.W. Phillips in The Relationship between Unemployment and the Rate of Change of Money Wages in the United Kingdom 1861–1957. Note: originally Phillips looked at the link between unemployment and nominal wages

This graph shows unemployment and inflation rate for the US economy.


There are occasions when you can see a trade-off.

  • For example, between 1979 and 1983, we see inflation (CPI) fall from 15% to 2.5%. During this period, we see a rise in unemployment from 5% to 11%.
  • In the late 1980s, inflation falls from 6.5% to 2.8%. But unemployment rises from 5% to 8%
  • In 2008, we saw inflation fall from 5% to 2%. During this time, we see a sharp rise in unemployment from 5% to over 10%.

This suggests there can be a trade-off between unemployment and inflation.

However, equally you can look at other periods, and the trade-off is harder to see.

UK Evidence – Unemployment v Inflation


% annual change in inflation and unemployment.

Monetarist View

The Phillips curve is criticised by the Monetarist view. Monetarists argue that increasing aggregate demand will only cause a temporary fall in unemployment. In the long run, higher AD only causes inflation and no increase in real GDP in the long term.

Monetarists argue LRAS is inelastic and therefore Phillips Curve looks like this:

Monetarist Phillips Curve Diagram


Rational expectation monetarists believe there is no trade-off even in the short-term. They believe if the government or Central Bank increased the money supply, people would automatically expect inflation, so there would be no improvement in real GDP.

Falling Inflation and Falling Unemployment

In some periods, we have seen both falling unemployment and falling inflation. For example, in the 1990s, unemployment fell, but inflation stayed low. This suggests that it is possible to reduce unemployment without causing inflation.


However, you could argue there is still a potential trade-off except the Phillips curve has shifted to the left, because there is now a better trade-off.

It also depends on the role of Monetary policy. If monetary policy is done well, you can avoid some of the boom and bust economic cycles we experienced before, and enable sustainable low inflationary growth which helps reduce unemployment.

Rising Inflation and Rising Unemployment


It is also possible to have a rise in both inflation and unemployment. If there was a rise in cost-push inflation, the aggregate supply curve would shift to the left; there would be a fall in economic activity and higher prices. For example, during an oil price shock, it is possible to have a rise in inflation (cost-push) and rise in unemployment due to lower growth. However, there is still a trade-off. If the Central Bank sought to reduce the cost-push inflation through higher interest rates, they could. However, it would lead to an even bigger rise in unemployment.

In 1970s, a period of cost-push inflation led to breakdown of Phillips Curve – or at least gave a worse trade-off.

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