Dec 12, 2019,03:40pm EST from Forbes
The recently competed merger of SunTrust and BB&T is being billed as a “merger of equals” and described with bromides that appear designed to calm the predictable concerns of investors, customers, employees, and communities. Andrew Hill, writing in The Financial Times, called the deal a bromance. While it’s not a bad thing for leaders to like one another, when personal feelings are the foundation of a deal, a collective distaste for contradictory information may obscure the truth. Herein lies risk of the most damaging sort – strategic risk.
One might wonder if the decision to keep all board members of both SunTrust and BB&T (other than four who opted for retirement) was a decision or a way to avoid a hard decision. An article in The Atlanta Business Chronicle quoted the chairman and chief executive officer of the newly formed bank, “We had four of our 15 who chose to retire so we could make it even,” said Kelly King, CEO of the new entity now named Truist. He refers to the new bank as a true merger of equals but a twenty-two member board is both unusual and probably unwieldy.
The business news is filled with stories of failed mergers or acquisitions, yet they remain appealing, not because leaders are unaware of the risks but because they don’t believe their deal with fail. The estimates of rate of failure (failure to deliver the value described in the investment thesis) vary from 50 to 90 percent. This is no secret. So why do some companies seem so eager to do deals?
Growth through organic means is hard.
· The lure of a deal can be tough to resist.
Challenges are distant and easy to ignore or minimize.
· Top leaders may be pressured to pursue a deal.
The first reason is one endorsed by many leaders, successful and unsuccessful alike. The second, third, and forth are all more personal involving perception, cognition and emotion, a fact emphatically denied by many. In the extreme, leaders completely ignore the forces that influence their decision-making, though doing so risks driving the corporate bus into a ditch.
Sometimes in deals billed as “mergers of equals” there is too much emphasis on keeping things equal and too little on what constitutes strategic risk.