A little double entendre to start your Thursday.
First, an op-ed by Jacques Gansler in the NYT, “To Save on Defense, Hire Rivals.”
If monopolies are created in a quest for short-term savings, taxpayers eventually pay more and our country is less safe.
This is a favorite theme of mine, expressed as “If you can’t afford two suppliers, you certainly can’t afford one.” The question would be, “Who really wants to save on defense?”
And then there’s a short piece on LinkedIn by David Edelman on a favorite theme of Boyd’s, “Don’t be ruled by rules.”
And in a world of rule-based contacts, there is still important space that needs to be made for two people just being allowed to discuss a customer’s need and develop a solution. No one likes to sit through a canned set of questions when they agree to enter a chat window on a site or when they call a representative. We want a human, free-flow interaction. Many clients of ours have actually found that they resolve issues faster on the first round, cut call times, and have happier customers when they loosen the rules and give smart reps more leeway.
Slavishly following rules makes you predictable. This can be fatal in a conflict, and boring, and hence also fatal, in sales & marketing. It’s worth noting that a lot of this argument goes away if you replace most of your rules with an EBFAS-type culture.
I’m off to the Boyd conference in San Diego. More on that as it happens.