Return on Brain Waves (ROBW)
We’re all in the same business.
We may produce different things, but that doesn’t change anything. With off-shoring and 100-years to optimize the process, production is a commodity. Everyone can tap into efficient, quality production (lead-laden toys notwithstanding).
In fact, we’ve been in this business for a half-century and we aren’t getting any better at it.
We are all in the people business, of course.
Your job is to turn brain waves into cash (hat tip). If you thought you’d misplaced your competitive advantage, you’ll find it there.
photo by gilles chiroleu
In 1957 the U.S. hit the inflection point whereby we started thinking more than producing. White-collar workers outnumbered blue-collar workers for the first time. Since then the spread has only increased, but we haven’t changed our mindset about how we work.
We are still trying to get more from less by using the same approaches we used 100-years ago. Basically, work longer then work smarter then finally give up and off-shore everything.
But we’re left with an economy and business scenario that is entirely different. The job today is to optimize people’s thoughts.
Optimizing people is far different than optimizing people operating machines.
A couple starting points to keep in mind to make the transition from acting like a production line manager to a brain wave herder.
- How, not what. Anyone you’ll consider hiring is going to be smart. The difference in a few IQ points at the top end of the spectrum isn’t going to make a damn bit of difference in accomplishing your goals. The difference is how they put those smarts to use, not what they know. Is it in a way that aligns with how your company does business? Does it inspire conversation and even more brain waves?
- People aren’t independent. Our working systems are so intermingled that the lone wolf is indeed an endangered breed. When assembling your team look at it holistically. You don’t just need a marketer who has previously hawked your competitors product. You need a markter who knows how to communicate with the prima donna sales guy and knows how to extract good ideas from the introverted engineer. You need a marketer that raises the game of everyone on the team.
- Redefine ‘management.’ You’re job is to take seemingly disconnected thoughts and focus them in a way that a) makes money and b) doesn’t shut down future thinking. You’re job is actually far harder than you thought. You have to keep energy high, focus it, be able to recognize great ideas and keep the momentum going when conflict arises. You’re less a manager than you are a cowboy / cheerleader / psychologist.
- Rethink your relationship. Stop thinking that people are cogs in the wheel and are easily replaceable. Though it’s easy in this economy and it could be argued that it’s partially true (see above: there isn’t much difference in knowledge and skill levels between smart people), there is no faster way to shut down the brain waves you need to harness than to not appreciate what one brings to the table. You may not agree with what they’re bringing, but if you want the spigot of knowledge to continue to flow you don’t gum up the pipes with your archaic, century-old thinking that people a natural resource to continue to be exploited.
I could go on, but then I’d have nothing left to write about. Please add your own or challenge me on any of these. My thinking is always a work in process and it’s hard to do alone.
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- The Worst of Times
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One Comment
hmmm, great post