“Wisdom is welcome wherever it comes from” – an old Viking saying
The Viking series on TV has become a very popular program with tales of murder, treachery, and intrigue. In real life the Vikings were the first recorded explorers to set off into the unknown with colonial ambitions. This is distinct from empire builders such as the Persians and Romans who massed large invading armies. The Vikings originated in Scandinavia and plundered their way through Europe, into the Middle East and through to the edge of Asia. They also explored and settled in the north Atlantic from Iceland, then Greenland through to North America.
The Vikings were primarily feudal farmers, where the ownership of land and animals was important. As the population grew in the settlements along the Scandinavian fiords, this placed a strain on resources. Combined with harsh winters there seemed little alternative but to search for further settlement elsewhere. In the north Atlantic, the first place settled was Iceland, followed by Greenland and then North America. This was over 500 years before Columbus “discovered” America.
The Viking settlement in Greenland provides some lessons for managers today. Greenland was settled in the 10th Century by Erik the Red. Apparently a violent man, Erik was initially banished from Norway to Iceland for unlawful killing, then banished again from Iceland for the same offence. The long winters, anda propensity to drink in excess, combined with a violent temper were clearly a recipe for disaster. Exiled from Iceland, Erik sailed west and “discovered” and settled in Greenland. It was called Greenland as initially it could sustain traditional Viking farming, having been settled in the Medieval Warm Period. The colonies in Greenland continued for another 400 plus years, then disappeared.
So, what happened?
The Norse colonists failed to adapt to the changing climate. With the beginning of the Little Ice Age in the early 14th Century, their farming techniques did not change. Cattle were preferred, but sheep and goats were better suited to the climate. Forests were felled for heating and to smelt iron. Like Iceland where the Vikings settled earlier, the soil proved shallow and was prone to erosion. Timber and iron were critical in maintaining their lifestyle and technological superiority over the local Innuits.
Furthermore, as the climate cooled the annual trade ships from Norway were abandoned as the pack ice prevented the longboats from reaching Greenland. At the same time a more aggressive Innuit tribe arrived in Greenland, armed with bows and arrows. Competing for the scarce resources they were able to hunt seal and whale more efficiently in kayaks than the Vikings, who failed to adjust to the changes. Inevitably fighting ensured, crops failed, the soil eroded, trade with Norway ceased and by the 16th Century the Greenland colony disappeared.
What are the management lessons?
- Adapt or Die: The Vikings failed to adapt to the multiple challenges posed by the climate and the Inuit threat. As a consultant, I once had a client whose business was based on supplying engineering services and products to the Australian motor vehicle manufacturing industry. Despite my protestations that he had all his eggs in the one basket and there was a high risk that vehicle manufacturing was likely to cease in Australia he refused to change his business plan. Their largest customer ceased manufacturing in 2017 and the business folded.
- Know your Competitors: The Vikings failed to understand the threat the Inuits posed as competitors, and either ignored them, or failed to accommodate them through trade and technology transfer. There was a sense of European cultural superiority As noted earlier with the example of the auto engineering business who supplied a major auto manufacturer in Australia, the owner refused to acknowledge that the competitors to his business were offshore.
- Isolation is Bad Practice: As the climate cooled the trading ships from Iceland and by extension, the rest of Viking Europe failed to arrive due to the Arctic ice. The trade ceased and the Greenlanders became isolated and inward looking. They eventually disappeared. Just like the example of the engineering company who cut themselves off from the real world and went out of business, the Vikings of Greenland were no different.
Can you think of any other management lessons from the history of the Vikings?
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