(FORTUNE Magazine) – Talk about perestroika! As Russians trudge ever deeper into capitalism's strange terrain, who should appear but Western management consultants to serve as their guides. The Soviet government is joining in a venture with TMI, a Danish firm, to teach officials and factory workers such alien concepts as customer service (see box). Mikhail S. Gorbachev, who emphasizes what he calls ''the human factor'' in economic reform, shares TMI's belief that you can't upgrade an organization without changing attitudes. Gorby apparently hopes Russians will develop the kind of customer focus and teamwork that TMI has helped instill at such clients as American Express, British Airways, and Scandinavian Airlines System. At TMI's first seminar, the attendees -- including foreign trade ministers and central planners -- arrived late, explaining that snow had delayed them. The instructor lost no time in working on attitudes. ''You are late because you left home too late,'' he shouted. ''The responsibility is yours!'' Everyone arrived on time the next day.

BOX: The DAs of management in the U.S.S.R -- Inspire your comrades. Encourage them by saying, ''I know you can do this.''

-- Base promotions on workers' demonstrated competence and performance -- not their political ties.

-- Explain to subordinates your plans and goals. They need not be state secrets.

and NYETS of management in the U.S.S.R -- Don't manage by fear. Never say to a subordinate, ''Do this because I'm the boss.''

-- Don't criticize workers publicly. Instead, try to acknowledge their good work.

-- Don't get stuck in confining routines. For variety, try entering your home through a window.