No item is more over-used in analogies than the humble Lego brick (I refused to call them ‘Legos’). I acknowledge that as a pre-emptive request for forgiveness for the cliche that follows. Because I have yet to find a better way of explaining the difference between being adaptable, and being optimal, than the comparison between a die cast toy car and a Lego model of the same vehicle.
Before I get to that though, some context. I believe we live in an age of high frequency change. This is distinct from more general accelerated change in that it acknowledges the big technological changes of the last century: the shift from horse and cart to car, the advent of international air travel, and the rise of domestic automation, to name but three. These were massive economic and cultural changes.
The internet may prove to be a change on the same order, but perhaps we don’t yet have the perspective to see it. What we can see is a rapid series of shocks that may not drive change on a global scale but that can individually disrupt whole industries. These generally result from the continuing rise in accessibility of new technologies and their subsequent application to new verticals.
In the context of this age of high frequency change, companies need to play the game of business rather differently. The longevity of a product, service, or operating model may be significantly shortened. Investment in optimising for that operation, beyond a certain point, may be wasted. Worse, it may lock the company into that particular operation. I call this ‘polishing the rut’. You may be able to move within that rut with ever less friction, but it will be damned hard to get out of it.
No excuse for friction
This isn’t to say that companies should be deliberately inefficient. I have had a few chats with web design and build agencies recently about licensing the Applied Futurist’s Toolkit. Many of them are being drawn from traditional design and build projects into digital transformation programmes for their SME clients. And they believe the Toolkit may help them. What’s shocking is that the challenges they uncover inside their clients are exactly the same as those I was coming across when I ran a digital agency a decade ago. There is still a massive deficit in the application of technology across UK business. Addressing this could have a dramatic impact on productivity.
But an excessive focus on efficiency, something we have seen in both public and private sectors over recent years, is antithetical to agility. There is such a thing as being too lean, too specialised.
And so companies and their leaders have a choice. Do you want to be hyper-optimised for today’s environment? Or do you want to build be agile so that you can adapt to tomorrow’s? You can’t be both.
Like this? Get more when you subscribe at subscribe.bookofthefuture.co.uk.