Peter Drucker said that “the aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” He uses a similar maxim, quoted by former pupil William A. Cohen, to the effect that good marketing makes sales unnecessary. In the first case, he is discussing knowing the customer well enough to know his need, and then apply innovation and find a way to meet that need. In the second he is speaking of knowing the customer well enough to understand whether or not one’s product or service meets his need, and if so, the product is displayed in a way that is attractive to the customer.

In neither case does Drucker advocate trying to persuade someone that they need something that they do not, or even something they may need but are unaware they need. To Drucker, the goal is simply two-way communication. The provider seeks what is needed by the customer and makes it available in a manner of which the customer is aware. It then is up to the customer to take advantage or not, and if the product is good enough and the communication about it good enough, no persuasion will be necessary.

Too many times I have gone to a repository where the archivist or reference person failed to discover my needs. Too many times they have tried to persuade me that I wanted something other than I really wanted. Too many times the staff never really attempted to meet my research needs because they didn’t explore what they really were. As professionals, they were in the position of authority and saw no need to “market” their product by determining what I needed and let me know what they had. And too many times I, being fairly intelligent, found other sources for my information and returned to the repositories either only as a last resort or never.

I cannot count on my two hands the number of these places that have had major staff reductions and lack the resources to do their jobs well. I know of several that have been transferred to the control of other institutions. They remind me of the folks I know at churches that stick to their guns as the ship sinks for lack of anyone who cares. They are not standing on great principles. They are obstinately refusing to even consider that they do not know best and ask others what might be best. They refuse communication because they are not interested in it. In the end, I expect they are afraid of loss of control. In the end, I suspect they will change or lose more than control.

One of the easiest ways I have discovered to get people at either church or in the archives profession to leave a room is to mention theories of someone from the business field with respect. Forgetting, ignoring, or denying that business requires the study of people, their desires and their needs, and successful business requires finding ways to fulfill those desires and needs, most of the people I know in the church and archives (we’ll leave allied professions out for the moment) feel themselves above anything having to do with business. Want to see them really go nuts? Make the business subject marketing! (This is not the same thing as sales, by the way.)

I find this situation a bit sad, as the goal of good business is to connect a person or persons with what they need or desire, while the goal of a church or someone who seeks to provide records for a researcher is…. Well, I guess you get the picture. Profit, of course, is the motivation for this activity in business while there are a number of motivations in the other areas, but the actual goal is the same. So if a business is successful and a religion or profession is beginning or continuing to loose relevance among people, would it not be sensible to at least look at the methods of the business? Alas, that has been one of my heresies. Yet, I repent not.

Peter Drucker is one of my favorites. He was thought a kook at one point, but eventually became a sort of guru of management, winning many awards. He is often called the father of modern management. A prolific author, and I an avid reader, there is a place where our interests naturally cross and I have read quite a bit of his material. Although my explanation of who he is sends many of my colleagues across the room at a rabbit’s pace, he actually spent many of his business years in non-profits and much of his theory is targeted at managing one’s life, not just one’s business. He has been quoted often in my small essays and will likely appear here more and more. So if the thought of business mixed with archival management (Hey! Drucker is a “management” guru and “management” is part of what we archivists do! Maybe I’m on to something here!) turns you off, but you haven’t yet stopped reading, you may wish to. Or, as always, the comment section is available for rebuttal.

The Heretic

[The following is a re-posting of a blog post I made on another blog some time ago. I have promised an update to answer questions sent to me by e-mail, but would rather see some comments that could give points of view of readers. As you will.]


When you’re low man on the totem pole in a large organization, you don’t have to worry about whether the decisions made several levels up make sense in light of your training and experience. You don’t have the choice. But when you are low man of only two full-time professionals, and the only one of the two who is specifically trained in the profession, you often have more difficulties. This is the situation I find myself in. But it is not just that my boss is not an archivist, it is that he (I am using general pronoun, not wishing to identify the gender as I am incognito here) is a historian. This means he is familiar with archives from a user’s perspective. In other words, he knows enough to be dangerous.

I have read many posts by people who are frustrated by having to work for bosses that have no experience with archives but refuse to accept the advice of their professional underlings. It gets worse if the person has experience in a related field, but not from the archives perspective, such as when the director is a librarian who insists on arranging everything by subject rather than original order. My experience is with a boss who has studied in archives and worked as a volunteer for years at a library and archives. He has been exposed to things he does not understand, but thinks he does. he readily admits that he is not an archivist, and does frequently ask my opinion as a certified archivist, but he will just as quickly override my decisions based upon his understanding of things.

An example was when he told a student processor to discard original material that was acidic and keep just copies because that has been done with newspaper clippings at the place he volunteered. In this case, the acidic material was original notes by the creator of the collection. He also insists on structuring finding aids based upon what he considers the easiest way to find the information, regardless of standard formats or language usage of the profession. (I give him leeway her as I am a user advocate, of course.) There are many examples of his frustration with the stupidity, as he sees it, of archival best practices.

This is not a gripe session. This is actually a consolidation/reposting of some comments I made in the past in response to cries of frustration from colleagues. I cannot advise, but can tell you whaat I do:

  • I pick my battles. Often the issue is one where there is no consensus in the archival community, although there may be an “official” stance or a majority opinion. Although not standard, there are many practices that might be acceptable just the same.
  • That being said, also go with “First, do no harm.”
  • I voice my opinion when asked, but remind myself that he is the boss. There are reasons from the institutions point of view as to why this is so. I have no moral, legal, or ethical authority to assume the role of advocate for the records beyond what I do.
  • I look for chances to subtly point out advantages to doing things “the archives way.”
  • I remember that my successor will likely disagree with many of the decisions I make as much as I disagree with the boss’s.
  • I try to explain why archivists do what they do, drawing on my background as a researcher (my degrees are also in history) to show that I can see both points of view. I respect the view of the researcher and think that we, as a profession, often fail to give enough credence to those views.
  • I look for chances to do things the way I would if the decision were mine and do them when I can. Often I find that, although he may not be happy with my methods, he will leave things as I have done them.
  • I always try to be respectful to his opinion. I explain to other staff members that work for me the way I would do it, but always try to present this as an alternative rather than a “better” way. I try not to undermine authority. I try not to let personality issues affect my decisions.
  • I am always ready to refuse to do something if I find it unethical and I can find no way out short of refusal. I understand that this may mean looking for employment.
  • I recognize that compromise, although not always desirable, accomplishes much. I have a line (see above) which I will not cross and it is firm. Fortunately, we have never approached it.


There are serious communication and personality issues involved in the way the repository runs, but this could easily be the case regardless of the professions involved. I am in a personnel management position as well as that of a collections manager, so I have to treat those issues as I would in any profession. Fortunately I have a fair amount of management experience apart from my work as an archivist. It is often difficult to separate the two, archives v. non-archives and general office issues. Yet doing so is part of my key to survival. I know that there are often ways to get done what needs to be done, even if there are communication roadblocks or inconsistent policies, with patience and time. I hope that I will have the opportunity to help break some of the roadblocks and inconsistencies. I suspect the dichotomy of professions will always be there, though. You see, it exists inside me as well as in the interactions of personnel at the repository. Such is life.


The Heretic