Each month, we review a book selected to both engage and challenge leaders as they seek to make a difference in their organizations.

Our pick this month is The Living Company: Habits for Survival in a Turbulent Business Environment by Arie de Geus. Leveraging his years of experience and contribution at Royal Dutch Shell, de Geus reports on research into what drives organizational longevity.
While the average lifespan of the human race approaches 75 years and beyond, the average life expectancy of a multinational corporation is somewhere between 40 and 50 years. In fact, a full third of the 1970 Fortune 500 had vanished by 1983. Few other institutions -- churches, armies or governments -- seem to have the abysmal demographics of the corporate life form.
According to de Geus, four key factors are associated with the longevity of a corporation. The first is sensitivity to its environment. Companies that survive into their hundreds tend to live in harmony with the world around them. The second factor is a strong sense of identity. Regardless of how large or diversified the durable company becomes, employees continue to feel part of one entity with an overall purpose.
Importantly, the third factor involves staying tolerant of divergent viewpoints. When these companies grow by acquisition, they often avoid the push to centralize, and instead place a premium on experimentation and different approaches, including new processes they bring into the corporation from other companies. Rather than imposing their way as the only way, these companies remain open and tolerant of competing ideas.
Finally, long-lived companies watch their cash. They are conservative when it comes to how they spend and invest their money. As a result, they have options in the future that their competitors often do not because of the availability of capital.
Interestingly, one of the factors not found to be associated with corporate longevity is profitability. While making money is important, these companies make purpose even more important.
For our current reading list, please click here.