Bulldozer00's Blog

The figure below is intended to show a successful and profitable company operating in an external environment that’s changing over time. Since the corporation achieved its current successful state by employing strategies and practices that worked well to get it there, it naturally employs the same techniques over and over again. This causes the corpo walls to harden and protect those inside of the org from the forces of external change.

If the external winds of change are characterized by a low velocity (more like a breeze than a tornado), then the company’s success may last for quite a long time even though it’s unconsciously stuck in neutral and not adapting to the external environment. However, as the breezy external environment transforms into a maelstrom of tornadoes as a result of new competitors appearing and the sudden emergence of game changing technologies like the internet, company revenues/profits and the corpo pyramid may come tumbling down. Conscious and enlightenend company leaders know that stasis is a corpo killer, but textbook spreadsheet managers don’t.

One way to “sense” when change is needed is to formally designate a cadre of “scouts” at all functional levels of the org, from marketing all the way down the corpo steps to engineering and customer service. I first heard about the concept of scouts from Steve McConnell many years ago, before the internet and the exponential rise of third world engineering know how. At the time, I thought it was a novel idea and now I think it may be essential for survival.

As the picture below illustrates, scouts can serve as external sensors/probes that monitor and make meaning of the rapidly changing external environment. They separate the wheat from the chaff and, if they’re paid attention and nurtured, they can provide accurate information to corpo decision makers regarding which new technology and practices to embrace, and which new products to prototype and try.

Of course, dysfunctional org executives who think highly of themselves but don’t think much of their people (while simultaneously praising them as the company’s most valuable assets), will get what they deserve. They won’t create the role of a “scout” and they’ll ignore or subtlely berate self-motivated people who voluntarily perform the role of a scout. In their minds, they think they are the only ones who are capable of steering the company toward the future – using the same worn out , obsolete thinking that used to work but is virtually useless. Bummer.