The true value of values
Text: Harald Willenbrock | Reading time: approx. 18 minutesThe true value of valuesThis is the story of a modern Bavarian business with values many centuries old. Told through nine questions put to Benedictine monastery St Boniface's Abbey, it is a tale of values that are just as relevant to business today as they were hundreds of years ago.
CHAPTER 1 – Values beyond finances
CHAPTER 2 – 1500 years of monastery teaching
CHAPTER 3 – Balancing beliefs
CHAPTER 4 – In spite of or because of values
CHAPTER 5 – Similarities
CHAPTER 6 – The rule of Benedict
CHAPTER 7 – What can we learn
CHAPTER 8 – Managers at the monastery
CHAPTER 9 – The journey
CHAPTER 2 – 1500 years of monastery teaching
CHAPTER 3 – Balancing beliefs
CHAPTER 4 – In spite of or because of values
CHAPTER 5 – Similarities
CHAPTER 6 – The rule of Benedict
CHAPTER 7 – What can we learn
CHAPTER 8 – Managers at the monastery
CHAPTER 9 – The journey
What is our real purpose in life? Why do we work? Where is the value in what we do, aside from making money? These questions have vexed the human race through the centuries. But today, in an age in which anything goes, the answers seem all the more important.
“Today’s Generation Y is starting to ask why we do what we do. But most companies are completely out of their depth when faced with this question – and equally, universities are failing to prepare their graduates to tackle it.” Prof. Alexander Brink, Business Ethicist, University of Bayreuth
How do companies perceive values beyond financial value?
ONE // How do companies perceive values beyond financial value? There are many compelling answers to this question, some of which are already centuries old. One path in our search for these answers leads us to the Benedictine monks in the monasteries of Bavaria.
The Benedictine abbey of St. Boniface, Andechs is a monastery currently occupied by 16 monks and led by Abbot Johannes Eckert. From Munich’s Maxvorstadt district, the monastery community runs enterprises such as a soup kitchen for the homeless, serving hot meals to up to 200 homeless people each day. The money that finances this work and covers the maintenance of the monastery and the monks’ living expenses is generated in the municipality of Andechs in Upper Bavaria, an hour’s drive south. The monks of the Andechs Monastery, which was founded in 1455, have been brewing beer at the “Holy Mountain” for centuries.
Today, the pilgrimage church on the Holy Mountain is one of the region’s major tourist attractions. Each year, over 900,000 people make the pilgrimage to the Andechs Monastery. Many of them then pay a visit to the monastery shop to purchase books, images of the Virgin Mary, and other souvenirs, stop off for refreshments at the monastery’s traditional restaurant, or enjoy a beer from the Andechs Monastery brewery – with all proceeds flowing straight back into the monastery. With its team of just over 200 employees, the businesses operated by the Andechs Monastery generate tens of millions of euros in revenue each year for the benefit of the monastery.
The Benedictine monks receive no funding from church tax, but must make their living “by their own hands”, as prescribed by Benedict of Nursia, the founder of their order. Without the revenue generated from its businesses, the monastery would not be viable. It would seem – at least at first glance – that the businesses belonging to the Andechs Monastery are profit-making machines just like any other corporate organization.
However, a closer look reveals that these businesses operate on an entirely different logic. The brothers at the monastery live, work, and do business following the teachings of Benedict of Nursia, the founder of the order, who lived from 480–547 AD.
In today’s world, how relevant are monastery teachings that date back 1500 years?
TWO // In today’s world, how relevant are monastery teachings that date back 1500 years?
Benedict of Nursia was an Italian hermit, abbot, and intellectual pioneer who wrote the Regula Benedicto on which the Benedictine Order is based. His rules are based around the central precepts of renouncing personal possessions, silence, humility, chastity, obedience, and leading a moderate and restrained life. The rules were written around 1570 years ago, yet some of them are just as relevant today as they were then.
“The terminology used to describe the Benedictine Rules – humility, obedience, respect for others, serve rather than rule – may sound a little outdated to some. But what they actually represent are flat hierarchies, collaboration, and an agile approach to work – all of which are in vogue in business today. ”Prof. Alexander Brink, Institute for Philosophy, University of Bayreuth
How does a monastic company balance its traditions and beliefs with the demands of today’s – and tomorrow’s – business world?
THREE // How does a monastic company balance its traditions and beliefs with the demands of today’s – and tomorrow’s – business world?
This “other path” is not set out in writing for any of the people who work at the monastery. The employment contracts used at the Andechs Monastery businesses are just like those at other companies. You don’t have to be a member of the church – or even a Christian – to work for the Andechs Monastery. In fact, the team includes atheists and Muslims.
What unites the 230-strong team at the Andechs Monastery is a common set of values, a kind of unspoken vision. In a nutshell: Like other companies, we aim to generate a profit. But this is by no means the sole objective of our business. This added value is what makes the difference.
One example is the Andechs Monastery brewery at the foot of the Holy Mountain, the monastery’s highest-revenue business. The monks brew around 100,000 hectoliters of beer here each year, encompassing eight different varieties. 95 percent of what the company produces is sold outside of Andechs.
Alexander Reiss is the Operations Manager at the brewery. The trained brewer worked for a string of brewing companies before making the move to the Andechs Monastery brewery. For him, the monastic business model is characterized by moderate, steady growth.
One of the most important Benedictine rules is to give things time. With this in mind, the monastery brewery may sometimes spend a little longer on a product before introducing it to the market.
Even in the control room of the monastery brewery, a crucifix watches over the employees. Does faith play a significant role in the day-to-day lives of the brewers?
Some of the main differences between the monastery businesses and conventional corporate businesses are in the things – both small things and major things – that the Andechs Monastery businesses do not do. For example, the monastery rules prescribe complete silence at night time. For this reason, the last beer is served in the brewery restaurant at 8 pm on the dot – just when a normal pub would be starting its happy hour.
The marketing concept for Andechs beer is another example. The monks are selling to a shrinking market, and even large brands are slashing prices in an attempt to boost sales – at the cost of their brand image and profit margin.
The Andechs businesses follow a different path. Wolfgang Schäff, Sales Manager at the monastery brewery, explains.
A refusal to engage in strategies to make money quickly has paid off at the Andechs brewery.
Do value-oriented companies make money in spite of or because of their values?
FOUR // Do value-oriented companies make money in spite of or because of their values?
“Values do not always improve the performance of a business, but they do protect it against damage to its reputation and financial penalties. Doing business while upholding specific values and in accordance with an overarching vision acts as a kind of insurance premium to protect the business against complete economic loss.” Prof. Thomas Schwartz, Business Ethicist, University of Augsburg
What do global companies and a monastery like Andechs have in common?
FIVE // What do global companies and a monastery like Andechs have in common?
There’s one common feature that immediately springs to mind: Both business types have their conflicts. For many years, the monks at Andechs were involved in a legal dispute with a local organic dairy producer over the rights to the Andechs brand. There were also many differences of opinion between Abbot Johannes Eckert and Anselm Bilgri, the well-known and liked cellerar of the monastery. Bilgri left the monastery in 2003 and since then has been a persona non grata.
What specific lessons can we take from the Rule of Benedict?
SIX // What specific lessons can we take from the Rule of Benedict?
On the flip side, can monasteries like Andechs learn anything from “normal” companies?
SEVEN // On the flip side, can monasteries like Andechs learn anything from “normal” companies?
Prior to joining the Benedictine monastery in 1993, Abbot Johannes Eckert completed an internship lasting several months at the BMW plant in Munich. In his doctoral thesis entitled “To Serve Rather than Rule”, he proposed a “learning partnership” between monasteries and secular companies. His idea has not yet been put into practice. However, in Eckert’s opinion, there would certainly be something for monasteries to gain from the business models of their corporate counterparts.
The Andechs Monastery is already a source of inspiration for individual managers – although only of the male variety. Executives turn to Andechs as a spiritual retreat when they need to take a few days away from their normal routine.
What can managers learn from monasteries?
EIGHT // What can managers learn from monasteries?
Christian Rieger, Commercial Director, was employed by a Munich-based publishing company before he moved to the Benedictine monastery. For him, the main difference lies in the importance of values in the workplace.
Where is this journey headed?
NINE // Where is this journey headed? Will values really continue to grow in importance? Or are we clinging on to them solely for guidance in our uncertain world? Will we really change how we work and do business in the long term?
We don’t yet know the answers to these questions. What we do know is this: Over the course of history, humankind has consistently sought out points of reference to guide its way. Some experts believe that our economic activities will inevitably become more oriented towards values for one simple reason: pure self-interest. “The scandals of recent years – in the automotive industry and in other sectors of the economy – demonstrate how much money companies can lose when they don’t give enough thought to doing business by decent values. If you don’t have values, you lose out. (... ).” Prof. Thomas Schwartz, Business Ethicist, University of Augsburg
“We are transitioning from an era of shareholder value orientation to an era of shared value; the value that a company creates for itself and for the society in which it operates.” Prof. Alexander Brink, University of Bayreuth
The monastery as an example for othersFor many, the path to shared value – working together with and for others – leads up the Holy Mountain.
Conclusion: This story shows that new is not necessarily better. To progress in a way that protects the common good, we need a map with a clear destination. The traditional values that cultural circles offer us can act as coordinates to guide our innovation processes and help us identify our goals.
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The true value of values
What is our real purpose in life? Why do we work? Where is the value in what we do, aside from making money?
“Today’s Generation Y is starting to ask why we do what we do. But most companies are completely out of their depth when faced with this question – and equally, universities are failing to prepare their graduates to tackle it.”
ONE // How do companies perceive values beyond financial value?
Today, the pilgrimage church on the Holy Mountain is one of the region’s major tourist attractions.
Without the revenue generated from its businesses, the monastery would not be viable.
However, a closer look reveals that these businesses operate on an entirely different logic. The brothers at the monastery live, work, and do business following the teachings of Benedict of Nursia, the founder of the order, who lived from 480–547 AD.
TWO // In today’s world, how relevant are monastery teachings that date back 1500 years?
The rules were written around 1570 years ago, yet some of them are just as relevant today as they were then.
THREE // How does a monastic company balance its traditions and beliefs with the demands of today’s – and tomorrow’s – business world?
Like other companies, we aim to generate a profit. But this is by no means the sole objective of our business.
Alexander Reiss is the Operations Manager at the brewery.
One of the most important Benedictine rules is to give things time. With this in mind, the monastery brewery may sometimes spend a little longer on a product before introducing it to the market.
Even in the control room of the monastery brewery, a crucifix watches over the employees. Does faith play a significant role in the day-to-day lives of the brewers?
Some of the main differences between the monastery businesses and conventional corporate businesses are in the things – both small things and major things – that the Andechs Monastery businesses do not do.
The marketing concept for Andechs beer is another example.
The Andechs businesses follow a different path.
A refusal to engage in strategies to make money quickly has paid off at the Andechs brewery.
FOUR // Do value-oriented companies make money in spite of or because of their values?
“Values do not always improve the performance of a business, but they do protect it against damage to its reputation and financial penalties. Doing business while upholding specific values and in accordance with an overarching vision acts as a kind of insurance premium to protect the business against complete economic loss.”
FIVE // What do global companies and a monastery like Andechs have in common?
SIX // What specific lessons can we take from the Rule of Benedict?
SEVEN // On the flip side, can monasteries like Andechs learn anything from “normal” companies?
EIGHT // What can managers learn from monasteries?
Christian Rieger, Commercial Director, was employed by a Munich-based publishing company before he moved to the Benedictine monastery. For him, the main difference lies in the importance of values in the workplace.
NINE // Where is this journey headed?
Over the course of history, humankind has consistently sought out points of reference to guide its way. Some experts believe that our economic activities will inevitably become more oriented towards values for one simple reason: pure self-interest.
The monastery as an example for others
Conclusion: This story shows that new is not necessarily better. To progress in a way that protects the common good, we need a map with a clear destination. The traditional values that cultural circles offer us can act as coordinates to guide our innovation processes and help us identify our goals.
The true value of values
What is our real purpose in life? Why do we work? Where is the value in what we do, aside from making money?
“Today’s Generation Y is starting to ask why we do what we do. But most companies are completely out of their depth when faced with this question – and equally, universities are failing to prepare their graduates to tackle it.”
ONE // How do companies perceive values beyond financial value?
Today, the pilgrimage church on the Holy Mountain is one of the region’s major tourist attractions.
Without the revenue generated from its businesses, the monastery would not be viable.
However, a closer look reveals that these businesses operate on an entirely different logic. The brothers at the monastery live, work, and do business following the teachings of Benedict of Nursia, the founder of the order, who lived from 480–547 AD.
TWO // In today’s world, how relevant are monastery teachings that date back 1500 years?
The rules were written around 1570 years ago, yet some of them are just as relevant today as they were then.
THREE // How does a monastic company balance its traditions and beliefs with the demands of today’s – and tomorrow’s – business world?
Like other companies, we aim to generate a profit. But this is by no means the sole objective of our business.
Alexander Reiss is the Operations Manager at the brewery.
One of the most important Benedictine rules is to give things time. With this in mind, the monastery brewery may sometimes spend a little longer on a product before introducing it to the market.
Even in the control room of the monastery brewery, a crucifix watches over the employees. Does faith play a significant role in the day-to-day lives of the brewers?
Some of the main differences between the monastery businesses and conventional corporate businesses are in the things – both small things and major things – that the Andechs Monastery businesses do not do.
The marketing concept for Andechs beer is another example.
The Andechs businesses follow a different path.
A refusal to engage in strategies to make money quickly has paid off at the Andechs brewery.
FOUR // Do value-oriented companies make money in spite of or because of their values?
“Values do not always improve the performance of a business, but they do protect it against damage to its reputation and financial penalties. Doing business while upholding specific values and in accordance with an overarching vision acts as a kind of insurance premium to protect the business against complete economic loss.”
FIVE // What do global companies and a monastery like Andechs have in common?
SIX // What specific lessons can we take from the Rule of Benedict?
SEVEN // On the flip side, can monasteries like Andechs learn anything from “normal” companies?
EIGHT // What can managers learn from monasteries?
Christian Rieger, Commercial Director, was employed by a Munich-based publishing company before he moved to the Benedictine monastery. For him, the main difference lies in the importance of values in the workplace.
NINE // Where is this journey headed?
Over the course of history, humankind has consistently sought out points of reference to guide its way. Some experts believe that our economic activities will inevitably become more oriented towards values for one simple reason: pure self-interest.
The monastery as an example for others
Conclusion: This story shows that new is not necessarily better. To progress in a way that protects the common good, we need a map with a clear destination. The traditional values that cultural circles offer us can act as coordinates to guide our innovation processes and help us identify our goals.
