Let’s take a giant, theological step back in time to when the earth began. Two obvious questions come to mind. Is earth and life as we know it, the result of a single, spectacular event…a divine intervention? Or, have we evolved to this point over many millions of years?
Which side of this often heated debate you are on depends largely upon your theological perspective. Each side (the creationists and evolutionists) can bring substantial bodies of evidence to support their cases and argue them ad nauseam.
Suppose we take those two controversial questions and apply them to the world of business process management. Are great businesses, those leaders of industry emulated and admired by others, a result of an evolution that has taken place over many years? Or, have they achieved their place at the front of the pack, through a spectacular change that has left the competition in their wake?
Once again we find ourselves in the midst of a great debate. Should we undertake dramatic, often radical change within and across our organization? Or, should we move forward more slowly, taking care not to upset the status quo, satisfied with incremental improvements? While not theological in nature, this debate can be every bit as robust and emotional.
Let’s take a look at the two sides and see if we can draw some conclusions.
Business Evolution
Most organizations tend to follow the evolution path, focusing on continuous process improvement within the confines of traditional organizational structures. And certainly this approach has its merits. It makes us feel like we are accomplishing things; changing, restructuring, even introducing innovation, all the while taking care not to cause too much commotion with management and co-workers.
The evolutionary approach can provide business improvement. No argument there. Much of the change can come from grass-roots efforts with little or no executive management involvement. There is no need for lengthy project approvals or finely honed slide presentations justifying the work. Changes can be safely slipped in beneath the corporate radar.
Business moves along, everyone busying themselves with their departmental initiatives, content in their belief they are helping to ensure their companies future and their own job security. Even the occasional departmental restructuring and organization chart redesign can give the impression that big things are happening, boost morale (at least temporarily) and shake up the daily routine.
When business is good, or perceived to be good, evolution can appear to make perfect sense. Why risk mucking around with compensation, department hierarchies and silos of disjointed work activities when it does not really seem necessary? Just focus on improving what we currently do.
But what happens when things are not so good? What if market share starts slipping, customers become less satisfied and worker morale is not where it should be? Is evolution still the answer, or is it time for a more dramatic approach with the help of some ‘divine intervention’?
In today’s economy of rapid product innovation, increased competition and greater customer demands than ever before, it is unlikely any business, no matter how good, has the luxury of waiting for evolution to run its course. It is much more likely the evolutionary enterprise will find itself lost in the dust of time while innovators charge forward with new and creative ideas that dazzle and excite their customers.
Business Creation
It has often been said, especially when it comes to information technology, “We don’t need bells and whistles. We just need a system that works.” Any longer, simply having only a system that works is not enough. Customers are demanding so much more from their products and services that now all those bells and whistles, once avoided, are becoming essential to help ensure differentiation in a market of sameness. The challenge with bells and whistles is they require considerable creativity and innovation to make work. Not only are they difficult to come up with, they take significant project management discipline to bring to market.
In his book, A Whole New Mind, Daniel Pink points out the significance of creativity, or right-brain thinking in the changing business landscape. His point is that as we move beyond the information age, the age of the knowledge worker, concept and creativity will become much more a significant component of business success. He notes “The main characters now are the creator and the empathizer, whose distinctive ability is mastery of R-Directed (right-brain) Thinking.”1 In this new customer-centric world, it is clear that without creation and the resulting innovations, businesses that continue to practice incremental, evolutionary change will find it increasingly difficult to maintain a competitive edge; no matter how good things might seem at the moment.
Merriam-Webster defines ‘create’ as to bring into existence, to produce through imaginative skill. Creation is dramatic and artistic. Producing something that previously did not exist is a challenging but exciting endeavor. And the results can be dramatic. Remember when you first held an MP3 player in the palm of your hand and marveled at its size and the innovation of its creators. How marvelous it is to now be able to so easily edit our own digital photographs, no dark rooms, no messy chemicals.
MP3 is not an evolved vinyl record. Digital photography is not made possible by advancements in celluloid film. These are new creations, based on knowledge and past experience certainly, but not evolved versions of the same things.
Industry leaders do not rely solely upon improving existing processes. They succeed because of their innovation. While others, most others are focused on improving and optimizing the same processes they have always executed, the innovators are at work challenging the norm, shaking up their organizations, creating something which previously did not exist.
Incremental change rarely generates much excitement or fanfare at the corporate level, particularly when business is not so good. Seldom do customers rally around a product or service merely because its provider has made subtle, incremental improvements to their internal processes, or modified their organization charts. They do get excited however when that provider offers something different, something never before available which can’t be found anywhere else. And the service they receive is so spectacular they leave wanting more.
Divine Intervention
Business process management is about change…changing the way we view our business, our customers, and our world. Business change, significant, creative change requires powerful forces within an organization willing to mobilize, encourage, and empower its people to use right-brain thinking to break from the norm.
Fundamental organizational change, changing the core business processes, will not likely succeed as a grass-roots effort. Senior level management commitment will be necessary to mobilize the enterprise and foster an environment of creativity and innovation.
Without intervention ‘from above’, creative change of any significant magnitude will not likely happen. Creation and creative thinking is not easy. It takes practice, effort and right-brain aware senior management willing to support and nurture it. But the rewards are great. Look around, who is creative and who is not? The innovators are easy to spot by their produces, services and efficient customer-sensitive business processes.
Conclusion
Dramatic business change requires dramatic actions. Dramatic actions can only occur when current business processes are challenged, when creativity and innovation are encouraged and when management makes a commitment to intervene and become the ‘divine’ agents of change.
Good times or bad, no business or industry is immune from competition. The good times, when resources are available are perhaps the best times to look beyond evolution, business as usual, and consider the reward possibilities afforded the creative enterprise.
Business process management requires reexamination of how businesses operate and most significantly, how products and services are viewed by customers. Put on your thinking caps and kick that right brain into gear. It is after the creation of new business processes, products and services our efforts should be focused on evolutionary, continuous improvement, not before.
Howard Webb, Bizappia