How a Rowing Team's Reorganization Led to Disaster

Beware Management Consultants

How a Rowing Team's Reorganization Led to Disaster

A humorous parable from Iceland supermarket's website illustrates the absurdity of over-management. After losing a race, a team hires consultants who recommend restructuring the losing team with more captains and managers. The next year, they lose by an even larger margin, fire the rower, and outsource the rowing to India. The story satirizes corporate reorganization and the consulting industry.

The consulting company prepared a new analysis of the restructuring activity, which showed that the strategy was good, the motivation was great, the restructuring was executed correctly, but the tool used (which was not included in the original data) was sub-standard and had to be improved.
  1. orf

    This is great: https://about.iceland.co.uk/our-story/the-dark-ages/the-chie...

  2. schnevets

    I smirk and laugh this little slideshow and then remember that my own work involves internal tools to promote governance and productivity while formalizing requirements to two outsourced developers.

    I don't think I'm one of the red team's 7 captains, but I don't exactly have my hands on the paddle every single day. After all, I can find the time to lollygag on HN between 9-5.

  3. yipinwong

    The intentional bad UX made me read the whole thing, instead of skimming through.

    In this day and age, bad UX is great for preventing ADHD users

  4. arjie

    Private firms are entertainingly idiosyncratic in ways only founder-powered public firms barely approach. The other big one I find entertaining is Dr Bronner’s soap which has a massive label full of dense text that is totally stream of consciousness sentences. Amazing.

    Perhaps it’s a characteristic of closed groups. SQLite has its moral code that is the Ten Commandments++. Good stuff.

  5. Taikhoom10

    I think generalizations are usually bad. I genuinely am weirded out by management's fascination with consultants. It really is about incentives, and consultants usually do not have the right ones, at least the big ones. Also, there are management which feel like companies always need change, but really you have to examine the competitve position within the broader industry not just a vacumm. Things honestly stay the same for a long time. IBM had more revenue then Microsoft all the way up to the early 2010s. Switching costs are powerful - https://s-1.vercel.app/posts/why-dropbox-is-a-obvious-pe-tar...

    I think a key takeaway is the human nature to constantly act, and not just sit and do nothing. Lot's of value in sitting around, especially in investing.

  6. zkmon

    And then they came up with a brilliant term called "agile methodology". The word "agile" was a big selling point. Under the new methodology, there will be standup meetings and introspection every 5 minutes during the race.

  7. tedggh

    I spent a few years on and off consulting working for two of the Big 4. I can’t speak for all the teams but the ones I worked with provided good value. Our job was to protect our customers from poor designs and lack of accountability. Some of the projects I worked with were very big involving dozens of suppliers. Our customers didn’t have the capability to coordinate so much work and they also lacked the know-how and expertise in many of the domains. Also many of the big engineering and tech companies out there can be very sloppy. Don’t think because they carry a recognizable name (I don’t want to name them but they are SP500) they always do good work. I have seen stuff that is really really bad, like unsafe bad. That’s where my team would step in and fill those roles on the customer side. Many of the projects I participated were also highly regulated, and that’s a whole additional layer of complexity for which you need people with experience in very particular areas. A bad design that leads to an environmental disaster or even a violation of regulations can be extremely costly.

  8. ang_cire

    Am I misreading something, or was it not in fact the corporate leaders who torpedoed the reorg suggestions they knew were coming, who were at fault?

    This is a classic hierarchy-brain/ bureaucracy problem, where "leaders" think the top is more important to the org than the bottom.

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2026-08-18