I just read an interesting article titled, “The Service Dominant Mindset,” describing the demands and risks faced by marketing professionals because their industry is evolving from “product logic” towards “service logic.” I wasn’t far along before realizing the same story fits process professionals facing a similar shift from “production logic” to service logic. In both cases customers are driving change, and in both cases that’s forcing a new perspective and a new way of thinking.
The big question is, can the same people see and think differently?
I’ve watched the marketing transition from both inside and outside perspectives – and as I predicted early on, the answer is largely “no.” And watching the process world struggle with change now, I’m coming up with the same answer.
Why? Because brain wiring is hard wiring. While process approaches can be torqued around to do what they were not designed to do, the people implementing them aren’t nearly as malleable. The traits that make someone adept at dealing with process statistics, algorithms, sophisticated models and the like are not the traits that make someone effective intuitively understanding how to design work based on customer needs, wants and aspirations. In fact, the thinking comes from opposite lobes. Not many of us have ambidextrous minds, and definitely not me.
Are you seeing the same?