A few years ago, during a productive session with a consultant, she suggested a way to approach our challenge of “conquering social media” using the following sequence:
“Issue > Solution > Technology”
Boom shaka laka! Interesting. Within my battered memory, there are moments that remain etched in my mind, and this is undoubtedly one of them. In fact, I recall that moment with utmost clarity. I remember the whiteboard filled with all our ideas, and the phrase that led the discussion. These are the moments when someone presents a new perspective that you hadn’t considered before, and that, of course, you need to adapt, translate, and incorporate it into your daily routine.
For some time, the approach held up well. However, like most syntheses, as we faced challenges in different projects and sectors, there were situations where the framework didn’t quite fit. It felt as if it fell short.
Don’t get me wrong; since that day, it has been crystal clear to me that every time the recurring topic of what technology to use comes up in a conversation, I take a couple of steps back and start by clarifying the two variables (first the problem and then the solution). It’s crucial to have a consensus on what we need and how to address the challenge, problem… or opportunity.
To avoid misunderstandings and prevent anyone from being shocked, here’s an example unrelated to anything I’ve done professionally in what we could call “Digital Marketing.” So, please note:
1. The following example is just that – an example.
2. The people and figures in it belong to the world of fiction.
3. If in doubt, ask AI, she knows everything.
Let’s meet Don José Fernández López, known as “Pepe” to his friends and a plumber by profession. He’s been working as a self-employed individual for 20 years and needs a means of transportation to respond swiftly to urgent plumbing emergencies. I won’t dwell on the value of Pepe’s survival as a self-employed individual for two decades, but my respect goes out to those who continue to strive in this manner.
Pepe needs a transportation option with 1 or 2 seats, and his toolbox is more than enough for urgent repairs. Plumbing emergencies often involve stopping a leak at 3 AM on the 5th floor without an elevator to spare the downstairs neighbor from a rain-like shower. Major renovations can wait for a better 9 to 5 more standard hours.
In Pepe’s imaginary world with an extremely limited market, he has only three options to choose from:
1. Ferrari LaFerrari Aperta – I simply looked up the most expensive Ferrari on Google, and that’s sufficient.
2. Dacia Dokker (van) – the best value for money among new vehicles.
3. Renault Express (another van) – second-hand, registered 18 years ago, and priced at €1,000, “in good condition.”
With this example, most of you (if anyone gets reading this far) will likely agree that the Ferrari… well, it’s not the best choice, right? With the information provided in the example, it’s clear that the most suitable solution might be either a brand-new commercial van like the Dacia Dokker or an alternative in the thriving market of second-hand vehicles like the Renault Express.
Obvious, right?
Maybe not groundbreaking, but the intention of this example is for you to take it to your work and daily situations (challenges, opportunities, all of them fun). Replace Pepe with “Company” or “your project” and then see if the options in the market and the decisions are as clear-cut.
I don’t think I’m the only one who has seen people like Pepe with Ferraris or companies with much more complex challenges who opt for the cheapest solution because “it’s an expense” (wink). Or even worse: “We thought buying a Ferrari would effortlessly-auto-magically solve everything” (wink-wink).
Now, let’s focus on that element that will revolutionize the concept and perception of how we understand companies as a group of people (s-a-r-c-a-s-m):
PEOPLE! There was the invention of the wheel, and now this.
And since I’m at it, let me try to summarize what People, Issue/Opportunity, Solution, Technology mean, or at least what I understand by them. Get ready.
PEOPLE > Issue > Solution > Technology
1. People: The very begining. Your step 0 or even your step -1.
Professionals with whom you must collaborate to get the work done. At least for now, it’s people who lead, coordinate, work, and create. Until Artificial Intelligence reaches the level of Skynet, this is an undeniable truth. Trendy words and articles talk about “talent retention,” but what they truly imply is that without human involvement, things are as fragile as a soap bubble.
2. Issue: Problems, challenges, opportunities… The hurdles, fires, and fun we have to deal with daily to keep projects moving forward.
3. Solution: It can be reactive or proactive, but it’s a response to a specific scenario we face. It’s the treatment applied after the diagnosis.
An intriguing and captivating component for materializing solutions is strategy, which creates the magical cocktail that bridges our challenges and actions, taking into account available resources and the context we find ourselves in. “If life gives you lemons…” Or, alternatively: “I need a vehicle, but I don’t have a dime.” You think, search, and get moving.
As for how solutions can be improved, innovation and autopoiesis will be discussed at another time.
4. Technology: IT’S NOT JUST SOFTWARE. Far from it. It’s more like an endless toolbox with all the tools and talent at our disposal to do our job.
A few centuries ago, if you worked in a quarry chiseling stone with a hammer and chisel, that’s how you spent your day. Nowadays, you have hydraulic hammers, heavy machinery, mega saws with diamond threads… (insomnia + YouTube… what a time to be alive).
In the field of digital marketing, technology is often incessantly referred to as (only) software (hammer and chisel). And I believe that response is much poorer than considering the wealth of many other elements that can help us make the most efficient use of technology. No wonder how, on an ectic pace economy we live in, this could be the quid to how you get a permanent advantage.
People inject commitment, passion, personality, intelligence, skills, needs, and much more into your company and your project. In addition to their expertise, they are part of your environment and also define your scenario.
Don’t underestimate the potential of putting good people to work together.
The importance of people increases with the size of the project. It’s evident in small teams, but it becomes brutally obvious in complex organizations. People form teams, departments, hierarchies… Nowadays, there are even “People Departments.”
I don’t know if I’m the only one, but I’m somewhat bored with content that makes tautological references to being “customer-centric.” I’m eagerly waiting for us to start seeing projects, reading, seeing, and learning about being “people-centric.”
In the balance, and the dialogue continues, it’s your team that will have to deal with the fun (= problems + solutions + and tools + …).
Ignoring them in this ongoing chain of steps to respond to the challenges of your company is a risk. Organizations that understand this have a definite advantage.
If you happen to reach this point, my apologies if it was useless. Regardless, I’m quite keen on hearing your thoughts on it in a comment or via message.
Have fun.
J