One week ago, the International Astronomical Union, the collegial body that gathers the largest number of astrologers worldwide, voted to redefine the concept “planet”, a decision that demoted Pluto to the category of dwarf planet. As such, the decision is the result of a conceptual shift, caused by a deeper understanding of the universe and the discovery of other dwarf planets, but the decision has generated intense reactions in many different quarters, including the emergence of Pluto fan clubs. The intensity of the debate is reflected in the fact that “Pluto” has been a dominant tag in Technorati in the past days and it still is.
Interestingly, social reactions caused by the astrologers’ decision on Pluto is analogous to familiar episodes in business, like Volkswagen’s former decision to stop producing the “Beetle” or the intention to change the original formula of Coca Cola, attempted by Roberto Goizueta, CEO of the Atlanta based company two decades ago. We know how this two cases ended. Volkswagen produces a revamped Beetle, still popular both among nostalgic or avant-garde design customers, and Goizueta reverted his decision to change the formula of the product with the highest brand value worldwide, as reported in Mark Pendergrast’s enjoyable book “For God, Country and Coca-Cola”. In fact, some people speculate whether Goizueta’s announcement to change the Coca-cola original formula was aimed at getting a stronger support from customers and the public, a sort of masterly marketing initiative. I wonder whether the astrologer’s decision on the status of Pluto is also -at least partly- aimed at achieving wider recognition and visibility.
Pluto will be out there in the same shape for millions of years, but the way we see it and conceptualize it has changed. The same happens with the rest of the body of our knowledge, which keeps changing as science and culture evolves. When I did my MBA, 15 years ago, few people spoke about stakeholders (*) or EVA –Economic Value Added- and the prevalent preached business-strategy was non-related diversification. After these years, some of the basic propositions I learnt have changed or being questioned and the different management disciplines have developed in consonance with a better understanding of business and organizations, a fact that confirms the need for managers to constantly update their business knowledge and skills.
One of my favorite philosophical proverbs is “Panta Rei” (Παντα ρει, everything changes). As you
remember, Heraclitus, its author, explained that in the same way that the waters of the river where you bath are never the same, the rest of the things in the world keep changing constantly. Despite most of Pluto’s matter will remain the same for million years –it is a frozen planet- our knowledge of it has changed and our vision of the universe too.
(*) An interesting debate on the stakeholder theory of the firm can be found at
http://orgtheory.wordpress.com/2006/08/18/corporate-social-responsibility/





W.A. Mozart, whose 250th birth anniversary is commemorated this year, worked basically as a freelance composer, a fact that forced him to accept almost any order received from friends or strangers. He was once approached by Friedrich Wilhelm II, King of Prussia, and offered the position of conductor of his court’s orchestra, an offer that he declined since he felt very close to Joseph II, the Emperor: “I enjoy living in Vienna, the Emperor loves me and I don’t care about money”, he is supposed to have told a friend. Later, the Emperor heard about this and asked Mozart to become his Chamber Composer, although the retribution was not substantial -800 florins. When he was asked about his honoraries at the court he responded that they were “too much for what I do; too little for what I could do”.

Most countries across The Americas celebrate Columbus Day every October
12, commemorating the landing of Christopher Columbus’ expedition,
supported by the Castile Crown, at San Salvador (currently the Bahamas)
on that same day in 1492. According to different historical sources,
the event did not represent the actual discovery of the continent,
since the Vikings had reached Labrador Island in previous epochs, but
the credit went to the enigmatic Admiral given the subsequent conquest
and a successful marketing initiative:
An old father wishing to retire summons his descendants to announce how
his properties will be distributed. His plans consist of transferring
his businesses, achieved after a long and laborious existence, while he
is still alive. The beneficiaries will be his children, who -he is
convinced- will continue his legacy and further expand it. In doing so,
he acts according to his own principles, respecting tradition and
trying to being fair to each but without prior asking his successors
about their wishes and aspirations. To his surprise, he learns that one
of his daughters rejects her assigned inheritance and rather prefers to
look after her ailing father. Shaken by the news, he reacts angrily and
not only strips her of everything but even expels her out of the family
domains.