The New York Times ran a short opinion piece in last Saturday's Business Day section titled, "Innovate, Yes, but Make it Practical." The author, Steve Lohr, begins his piece as follows:
"BUSINESS is a field not of theory but of practice. The central intellectual inquiry of the science of management is simply this: What works?"
The central intellectual inquiry of business is "what works?" "What works" is a pretty shallow and nebulous question. It can be defined in many short-term, self-serving, spirit-killing, and planet-destroying ways. In fact, all of the problems in and with business can be traced back to that one "practical" rationale, "It works."
Until it doesn't.
Then what? Maybe you can "rebrand" the company? Or perhaps you can try to persuade your people, your clients and the community that you were just kidding, that you really do care -- about fairness, the environment, them? Good luck.
And that's why business is not a field of practice, but rather a field of theory, of philosophy, of mythology even. What's the purpose of business? What's its role in society? What are its moral obligations? What lessons are we teaching our children?
Think about it. Then think about how Mr. Hewlett and Mr. Packard would feel about the symbolism of HP's present narrative, if they were alive today.
Business is philosophy. Brand is philosophy. I'm in the philosophy business. You should be too, because your beliefs determine your direction and your legacy.
Steve Lohr and the crowd are wrong. Please don't follow them.
Posted August 20, 2010
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Tom is timely, thought provoking and all about the new brand vision packaged as a Seinfeld stand up. I went to school on his ideas.
Jeff Taylor, Founder, Monster.com and CEO, Eons.
When Tom Asacker writes, I read. Opportunity Screams is the right message for the right time.
Tom Peters
Super post, Tom. It isn't about "what works", it's about what works *better*. How you define "better" is the theory of the firm.
Posted by: Tom Webster | August 20, 2010 at 09:16 AM
Super post, Tom. It isn't about "what works", it's about what works *better*. How you define "better" is the theory of the firm.
Posted by: Tom Webster | August 20, 2010 at 09:16 AM
Exactly Tom! Thanks for being in the minority. :)
Posted by: Tom Asacker | August 20, 2010 at 09:17 AM
Great post Tom! When your team's philosophies don't align your customers get confusing and inconsistent service. Even misaligned great philosophies. Align the team and the philosophies and magic happens.
Posted by: Mark Martin | August 21, 2010 at 11:39 AM
Thanks Mark. Very true. And today, that philosophy needs to be inspiring and empowering or there's little chance of creating that alignment. It's a new world.
Posted by: Tom Asacker | August 21, 2010 at 07:18 PM
Can you imagine brainstorming starting with the basis of "what works?" "How does it work?" or "How can we make this work?" would be a much better approach. Thanks for this post rallying against small-mindedness.
Posted by: Anthony Mendez | August 23, 2010 at 03:31 PM
Very true Anthony. Thanks.
Posted by: Tom Asacker | August 23, 2010 at 03:34 PM