I’ve been a fan of Dave Snowden for a while. Every so often I peek in on his work at Cognitive Edge and am often blown away by his insights. Here’s his take on best practices:
Now when you say that we should prepare ourselves to handle an uncertain future most people agree without a problem, the trouble comes when you try and explain just how major a shift in thinking this is going to be. For starters you don’t prepare for future uncertainty but following recipes based on case studies of what has succeeded in the past. Best practice is generally past practice and suffused with the seductive opiate of retrospective coherence and apparent safety. Many a reader of the airport Management how it was done books has fallen for the charms of the lotus eaters. I often see these books as examples of detective fiction, the author can decide who did it, while scattering multiple clues to mislead the curious reader. With the benefit of hindsight the final denouement allows the hero/heroine to show their genius by connecting the dots. Being wise after the event is only too easy, seeing patterns of causality in past case studies is too often an example of fundamental attribution error, confusing correlation with causation.
Indeed, there is quite a seductive quality to adhering to best practices. This is the introduction to a series talking about his three principles of complexity based management.
When is a marketing lead really a lead? Once he or she has given you their name or email or phone number? Well, not so fast there. Vince Giorgi at Touch Point City worked a hunch that most of us marketers have (though I wager some of us try to sweep this under that dark corner beneath our file cabinet). We’ve all gotten leads that – when called – turn out to be crap or emails that hard bounce.
