Community care: fracturing managerial frames.

Abstract

Managers come to their task with their frames of reference--certain assumptions--a mind set. They wish to be seen as rational and consistent; to live rent-free in their comfort zones. There is the lure of 'Social Proof'; to act like others placed in a similar situation. Deviance is seen as counter-cultural. This approach is no longer tenable; the antiquity of an error is no reason for its continuance. The entrepreneurial manager must move from the concept of 'fit'--resources to match objectives--to one of 'stretch', which argues for a misfit between strategy and resources; between funding and aspirations. One must do more with less.