“The outstanding pro is , if you can adequately explain your decision – if you can fully explain your thought process,” he says. “He is making it look like an ethical decision, and if you can outline the logical process of your decision-making, people may not necessarily agree with you, but they will respect the process.”
This is now Joyce’s high-stakes challenge: to convince the public that it was not just matter of retaliation against a former champion whose support he has lost. Posus warns: “When people haven’t followed the logic of the process, if it not properly explained and opened to other to engage in the discussion during that process, then issue opens up around the content.” In other words, Joyce needs to explain his reasoning in making the decision, and not focus on justifying the content.
It will be harder for Joyce to sell this decision because it has the potential for long-term downsides for the company and the community. Dr Hilary Armstrong, clinical psychologist and director of education at the Institute of Executive Coaching, says: “There is a fall-out, and my question is how big is this legacy going to be. It is not just him and organisation that is affected – it is the whole community.”
Armstrong says that changes to the operations of Tourism Australia have the potential to affect other government departments and tourism operators, with a potential flow-on into the broader community. “It is such a dramatic decision. I am hoping he thought it through,” Armstrong says.
Puig believes the decision would have been very appealing. “It looks like he’s very angry about some of [Tourism Australia’s] activities. So, what is the best way to hurt them? He would have thought this was an exquisite way to do it.
“Tourism Australia is a commonwealth statutory body, and taking back $44 million is a strong signal you are incredibly angry. Some people would say he is being rash, but if that kind of retaliation was available to you, you would take it.”
And Qantas would welcome the opportunity to return $44 million to its own coffers, which have been hard hit in the past year. “I can’t believe it is only about the political payback. He would have had financial considerations in mind, given the state of Qantas … $44 million buys quite a bit of brand promotion.”
Kath Walters is the editor of LeadingCompany and an award-winning journalist of 15 years’ experience. Kath was previously a senior writer and editor at BRW magazine covering management, strategy, finance, entrepreneurship and venture capital across all industry sectors. In 2006, Kath won the Citibank Award for Excellence in Journalism (General Business). Follow her on Twitter.
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