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APPENDIX
Case 16: Dotsworth Press
Teaching DOTSWORTH PRESS
This case provides an opportunity to discuss and practice the principles of effective feedback in a
one-to-one situation. As we say in Chapter Nine, giving and receiving feedback is perhaps a
manager’s most frequent and important task. Doing it well means that one’s subordinates are well
informed about what’s expected of them and motivated to produce excellent work. Doing it poorly
often results in low morale and low productivity, which reflects adversely on the manager of the
group and hurts the organization. Since most people do not relish either evaluating or being
evaluated, students welcome the chance to practice and improve their skills in a safe setting.
The case lends itself to both writing and speaking assignments. Students may be asked to complete
the formal evaluation, with or without a cover memo inviting Mary to a meeting to discuss the
evaluation and the issues that have arisen between them. A role-play in which the two air their
differences and try to resolve them is also an effective class activity. Alternatively, students might
wish to role-play actually firing Mary. What does one say? How can one at least attempt to maintain
a climate of mutual respect and a civil tone in such an explosive situation?
Maintaining control of style and tone comes to the fore in writing or speaking about this case, so it is
a good opportunity to review these topics. All performance evaluations require a high level of
objectivity and professionalism. This is especially true in a situation such as the one at Dotsworth,
Companies vary in their handling of performance evaluations, so students may come with a variety
of experiences and presuppositions. Some companies require that criticism be painstakingly
supported with specifics; others only require that evidence be available to support a criticism if it is
challenged. Good general advice about writing evaluations (especially negative ones) includes:
Avoid petty complaints, but don’t duck important issues.
A technical note: It is illegal in a performance evaluation to refer to charges Mary may have lodged
with Affirmative Action. Students may need to be forewarned of this. Further, since Dick won this
battle, there may be no reason to raise the issue at all. Incidentally, in this company, it was also the
case that a “Conditional” rating was a signal that a supervisor wanted to fire an employee. This
custom might be mentioned to suggest how negative even a “Conditional” rating can be. Novice
students sometimes commit overkill in criticizing Mary, unaware that even modestly stated criticism
is potent in such a document. On the other hand, if one intends to be critical, the substance of the
criticism must be unmistakably clear. An employee who is not given a clear message, and is then
fired, can bring a grievance if his or her evaluations gave no warning or directions for improvement.
Thoughts on selected study questions at the end of the case:
1. How would you define the problem that has arisen between Dick Garanti and Mary Wilson?
Who’s responsible?
Dotsworth Press can be seen as an instance of good intentions gone awry. Garanti seems to
2. Evaluate Dick’s formal and informal appraisals of Mary so far. Has he provided clear and
effective feedback? Has Mary responded appropriately to his comments and direction?
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3. What action should Dick take regarding Mary’s recent performance? Should he talk to her and
try to repair their relationship? Should he request that she be transferred to another editor?
Should he consider firing her? Should he simply fill out the performance appraisal and await
further developments?
If Dick does nothing, the situation is likely to degenerate further. He’s the manager; he should
take responsibility for bringing matters to some reasonable resolution. The context of the formal
4. If you were Dick Garanti, how would you evaluate Mary’s performance? In filling out the
appraisal form, what would be your primary and secondary goals?
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Possible Assignment on Dotsworth Press
Prepare the case. Choose one of the following:
A. You are Dick Grant. Based on your perception of Mary Wilson’s performance and on your view
of an appropriate and desirable outcome to the situation, compose the following documents:
1. Complete the appraisal form on page 441. Photocopy the form, if you like, and indicate
your “ratings” on the four categories at the top of the form.
2. Attach the one-page assessment requested in paragraph 2 of the form, covering the topics
mentioned in a professional and dispassionate manner. In developing the structure, style,
3. Compose a memo to Wilson, inviting her to a meeting to discuss the appraisal (she must
sign it) and any other matters you think should now be discussed. Whatever your desired
B. You are Mary Wilson.
1. Assume that the case presents Grant’s view of the particulars (e.g. that you have been
spending “an inordinate amount time” in another office during working hours, and so on),
2. You have also received the response of the affirmative action office, and you now wish to
resolve the situation with Grant. In particular, you would like Grant to revise the harsher
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Exercise on Style and Tone: Handout
The sentences below illustrate how intensifiers (extremely, very, even, drastically) and loaded,
ironic, or emotional words (stellar), condescending or self-serving language (personally, frankly,
Mary should realize) and second-person pronouns (you, your) can color the tone of a sentence.
Removing them makes the tone more objective.
Style and Tone: Maintaining an Objective Tone
Some passages to consider (from “Dick Guaranti,” Dotsworth Press Assignment). What words
create an emotional rather than an objective tone?
2. She seems unwilling to take direction at all.
4. I personally enriched her job responsibilities at her request and wrote recommendations for her.
5. Currently, the company feels there is no need for an assistant editor in this office. This did not
7. Mary should realize that all positions have certain clerical and mundane functions that must be
From the cover memo to Mary Wilson:
1. Frankly, I am surprised and disappointed that you made this allegation against me.
3. Furthermore, you have found it necessary to go beyond myself and the Personnel Department
and file a complaint with the Affirmative Action Office.
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Evaluation Sheet: Dotsworth Press
Point of view
Clear position taken on the main issues; framework provided; priorities explained
________________________________________________________________
Argumentation
Arguments clear, well developed, logically coherent
Arguments well selected, persuasive for audience(s)
_________________________________________________________________
Structure
Consistent, efficient, logical structure; persuasive structure for this audience
________________________________________________________________
Style and Tone
Clarity, precision, and economy of style
_________________________________________________________________
Additional comments Grade: