Department of Geology

B-S 4th principles of management

By: Nazish Noreen

Directing
Directing: Is said to be a process in which the managers instruct, guide and oversee the
performance of the workers to achieve predetermined goals. Directing is said to be the heart of
management process.Planning, organizing, staffing have got no importance if direction function
does not take place.

In simple words, it can be described as providing guidance to workers is doing work. In field of
management, direction is said to be all those activities which are designed to encourage the
subordinates to work effectively and efficiently. According to Human, “Directing consists of
process or technique by which instruction can be issued and operations can be carried out as
originally planned” Therefore, Directing is the function of guiding, inspiring, overseeing and
instructing people towards accomplishment of organizational goals.

Direction has got following characteristics:

1. Pervasive Function - Directing is required at all levels of organization. Every

manager provides guidance and inspiration to his subordinates.
2. Continuous Activity - Direction is a continuous activity as it continuous
throughout the life of organization.
3. Human Factor - Directing function is related to subordinates and therefore it is
related to human factor. Since human factor is complex and behaviour is unpredictable,
direction function becomes important.
4. Creative Activity - Direction function helps in converting plans into performance.
Without this function, people become inactive and physical resources are meaningless.
5. Executive Function - Direction function is carried out by all managers and executives at
all levels throughout the working of an enterprise, a subordinate receives instructions
from his superior only.
6. Delegate Function - Direction is supposed to be a function dealing with human beings.
Human behavior is unpredictable by nature and conditioning the people’s behaviour
towards the goals of the enterprise is what the executive does in this function. Therefore,
it is termed as having delicacy in it to tackle human behaviour.

Importance of Directing Function

Directing or Direction function is said to be the heart of management of process and
therefore, is the central point around which accomplishment of goals take place. A few
philosophers call Direction as “Life spark of an enterprise”. It is also called as on
actuating function of management because it is through direction that the operation of an
enterprise actually starts. Being the central character of enterprise, it provides many
benefits to a concern which are as follows:-
 1. It Initiates Actions - Directions is the function which is the starting point of the work
performance of subordinates. It is from this function the action takes place, subordinates
understand their jobs and do according to the instructions laid. Whatever are plans laid,
can be implemented only once the actual work starts. It is there that direction becomes
beneficial.
2. It Ingrates Efforts - Through direction, the superiors are able to guide, inspire and
instruct the subordinates to work. For this, efforts of every individual towards
accomplishment of goals are required. It is through direction the efforts of every
department can be related and integrated with others. This can be done through
persuasive leadership and effective communication. Integration of efforts bring
effectiveness and stability in a concern.
3. Means of Motivation - Direction function helps in achievement of goals. A manager
makes use of the element of motivation here to improve the performances of
subordinates. This can be done by providing incentives or compensation, whether
monetary or non - monetary, which serves as a “Morale booster” to the subordinates
Motivation is also helpful for the subordinates to give the best of their abilities which
ultimately helps in growth.
4. It Provides Stability - Stability and balance in concern becomes very important for long
term sun survival in the market. This can be brought upon by the managers with the help
of four tools or elements of direction function - judicious blend of persuasive leadership,
effective communication, strict supervision and efficient motivation. Stability is very
important since that is an index of growth of an enterprise. Therefore a manager can use
of all the four traits in him so that performance standards can be maintained.
5. Coping up with the changes - It is a human behaviour that human beings show
resistance to change. Adaptability with changing environment helps in sustaining planned
growth and becoming a market leader. It is directing function which is of use to meet with
changes in environment, both internal as external. Effective communication helps in
coping up with the changes. It is the role of manager here to communicate the nature and
contents of changes very clearly to the subordinates. This helps in clarifications, easy
adoptions and smooth running of an enterprise. For example, if a concern shifts from
handlooms to power looms, an important change in technique of production takes place.
The resulting factors are less of manpower and more of machinery. This can be resisted
by the subordinates. The manager here can explain that the change was in the benefit of
the subordinates. Through more mechanization, production increases and thereby the
profits. Indirectly, the subordinates are benefited out of that in form of higher
remuneration.
6. Efficient Utilization of Resources - Direction finance helps in clarifying the role of every
subordinate towards his work. The resources can be utilized properly only when less of
wastages, duplication of efforts, overlapping of performances, etc. doesn’t take place.
Through direction, the role of subordinates become clear as manager makes use of his
supervisory, the guidance, the instructions and motivation skill to inspire the
subordinates. This helps in maximum possible utilization of resources of men, machine,
materials and money which helps in reducing costs and increasing profits.

Directing principles:
Providing good and effective directing is a challenging task as it
involves many complexities. A manager has to deal with people
with diverse background, and expectation, this complicates the
directing process. Certain guiding principles of directing may
help in directing process. Certain guiding principles of directing
may help in directing process.

Principle1. Minimum Individual Contribution:

This principle emphasize that directing techniques must help
every individual in the organisation to contribute to lies
minimum potential for achievement of organisation objectives. It
should bring out confuted energies of employees for the
efficiency of organisation.

For example – A good motivation plan with suitable monetary

and non-monetary rewards can motivate an employee to
contribute his minimum efforts for the organisation as he or she
may feel that their efforts will bring them suitable rewards.

Principle 2. Harmony of Objectives:

Very often, we find that individual objectives of employees and
the organisation objectives as understood are conflicting to each
other. This principle explains that there should be cordial
relationship between all the stake holders of the organisation.
The different objectives should not be the barrier of the
organisation, but they should be complementary to each other.
For example – An employee may expect attractive salary and
monetary benefits to fulfill his personal needs. The organisation
may expect employees to improve productivity to achieve
expected profits. But good directing should provide harmony by
convincing that employee rewards and work efficiency are
complementary to each other.

Principle 3. Unity of Command:

This principle insists that a person in the organisation should
receive instructions from one superior only. If instructions are
received from more them one it creates confusions, conflict and
disorder in the organisation. Following this principle ensures
effective direction.

Principle 4. Appropriateness of Direction Technique:

According to this principle appropriate technique should be used
while directing the people based on subordinate needs,
capabilities, attitudes and other situational variables.
For example – for some people money can act as powerful
motivator while for other promotion may act as affective
motivator.
Principle 5. Managerial Communication:

Effective managerial communication across all the levels in the

organisation makes direction effective. Directing should convey
clear instruction to create total understanding to subordinates,
through proper feedback, the mangers should ensure that
subordinate understands his instructions clearly.
Principle 6. Use of Informal Organisation:
A manger should realize that informal groups or organisation
exits within every formal organisation. He should spot and make
use of such organisations for effective directing.
Principle 7. Leadership:
While directing the subordinates mangers should exercise good
leadership as it can influence the subordinates positively without
causing dissatisfaction among them.
Principle 8. Follow Through:
Mere giving of an order is not sufficient. Mangers should follow
it up by reviewing continuously whether orders are being
implemented accordingly or few problems are being
encountered. If necessary suitable modifications should be made
in the directions.