How to Build a Business Others Want to Buy

Chapter 22Beware of the Brown Cardigans

When I was 29 and starting out in the audit and accreditation sector, I was ambitious, hungry to learn and eager to meet the legends of the industry. I attended all the conferences, read the books and turned up to all the association events. I wish I hadn't. I thought I would come away inspired, uplifted and motivated. I came away demoralised.

These ‘giants’ of the industry — men I had looked up to, read about and seen on stage — were nothing like I imagined. They were small-minded, big-bellied buffoons, uniformly attired in beige chinos and fawn sports jackets with patches of leather at the elbow. (Some of them even wore socks and sandals.)

These Brown Cardigans, as I called them, would stand around at their industry conference, a blueberry muffin in one hand, a coffee in the other, flicking the crumbs off their shirts while whingeing to whoever would listen about the state of ‘the industry’. Their grievances were around how little the government did to help the sector along, and why the authorities should make the various codes mandatory. When a new innovation emerged, they whinged about that too because it meant they now had to work harder to win the contract.

I really set the cat among the pigeons when I introduced ‘fixed price’ accreditation contracts. The Brown Cardigan–style pricing strategy was to submit a low-ball quote, get the job and start work. Once the job was underway, the price mysteriously increased due to an ‘unforeseen’ ...