In a very conservative company, if you don’t have, if you don’t see that your operating effectiveness is a factor in your competitive success, you’re in a very strange industry. So… to a certain extent, I think this is a reflection of where things are in a sort of crossing the chiasm sense that… for social software, enterprise software in business we’re now in the early majority, which means there gonna be people out there who are not enthusiasts or innovators, but are looking… what is the practical reason why I should be paying attention to this. And… one of the most practical is now this… I did the… I talked with Ron Miller, and he asked me what are the benefits.
I said the primary benefits are reducing friction across the core business activities while simultaneously opening the door to innovation, based on broader awareness on what’s going on in your business, who knows what and what they learned. So, those are pretty practical sorts of words that I feel it’s easy to back up. So there is the underline theory and the underline … now all these up things like that, depending from who you’re talking to, they may or may not be receptive to the sort of… understanding at the deeper level, but they understand the results, the outcome, and they have reference cases they can look at, understand and compare to their own business circumstances, then I think… very conservative companies can… I mean… The thing that I think is important, very conservative companies may be conservative in terms of this is the market we serve. These are our products, these are our services, we know them very well, and please don’t suggest that we become an internet grocery company. Ok?
You’re conservative in terms of what you do, what you know and what is your primary value. Here we’re talking about things which can amplify that. They can improve your ability to do what you believe is your core business and enhance your core capabilities. So even a very conservative company in terms of business, in what services and products they offer, I think can see value and say “ok, Herman Miller is a furniture, and office furnishings company, we’re not building groceries, we’re not building web delivery services. But can we be better at leveraging the experience and intelligence of our own people… deeper, with our suppliers. Come up with ways to produce products that are not only sort of top line, the most expensive armchairs imaginable, but come up with ways of manufacturing things economically to bring these benefits to lower cost products and expand our markets”.
Conservative companies wanna be more effective in their core business processes, and core business activities as well, and newer competitors in conservative companies are I think open to innovation in terms of how they do business. You end up simply not going round for well or in a very protective industry.