By focusing on being better instead of getting more, an institution has grown over less than 50 years. The speaker emphasizes that management changes the world and practical steps taken by organizations lead to real impact. The example of Coca-Cola and Pepsi's focus on increasing product consumption and car companies' focus on getting people to drive more is used to illustrate the concept of managing towards a specific direction. The 'Ratchet of Management' concept suggests that once an industrial system is built, it can be continuously improved over time.