Deeds not words

Nowadays there is always a risk in sending a message to the world under the title ‘deeds not words’. Many of you will be aware that this is the refrain in Rotterdam football club Feijenoord’s club song. And that the club is not having an easy time at the moment.
Yet I dare to take the risk and would like to make a case for the slogan ‘deeds not words’. It is also relevant to academic work. I shall explain.
One of the challenges inherent to management, with a view to achieving an end goal, is to come up with concrete actions, measures and results. Careful consideration of the end goal and which course to adopt, large-scale investment in creating a sound basis for that course and the subsequent final push to the level of human activities and actions.
Translating strategy into concrete activities in organizations can be hugely time-consuming. Much time and energy is wasted in the interim phase of policy, regulations, structures and procedures. Many discussions are replayed in this interim phase. Repeat moves, delaying tactics from those who prefer to maintain the status quo, and the identification of problems rather than solutions.
Powerful organizations are capable of moving quickly, of smoothly adapting their course to changed circumstances and of immediately converting this into actual human behaviour.
Within the framework of Tilburg University’s new strategic plan, I hope very much that we have many deeds ahead of us.