“Alignment”–Not Just For Tires Anymore
Ann posted this video about a year ago, but I just stumbled across it again and had a different series of issues pop up for me. First, I suggest watching it–it’s less than four minutes, and jumps around enough to keep it interesting. Second, I dislike how she introduces the customer: the customer seems to come almost last in how she describes creating products, as opposed to beginning with what would create value for the consumer and letting that guide actions. Third, I’m curious to hear your thoughts on what she’s talking about here: is the “alignment” she describes alignment with vision? Or is it more like the various pieces of the business are aligned, à la using knowledge processes to coordinate a system? Other interpretations?
[Note--after this was originally posted, Janice Fraser--the woman featured in the video--left a great clarifying statement in the comments section below. Check it out! It definitely helped me better understand her thinking on alignment.]
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- Posted in Decision Rights, Vision
Hi Andy — That video is a short clip from a 1-hour talk about starting and building a company, so some of the comments don’t make sense out of context. Customers don’t actually come last — adaptive path is a user-centered design shop, where we do a lot of user research & empathy-building in advance of creating products. I believe that earlier in the talk I discussed what kind of customers are right for Adaptive Path (hence my emphasis on “right” customers). And immediately prior to the clip, I discuss the mission of the company, and a set of “first principles” that guided all of our actions. In the clip, I’m describing how the structure and operating systems of the company create an inevitable outcome of success (or at least that was our goal), and the “alignment” I emphasize is alignment around that set of principles, so that everything is working in concert. I hope this clarifies. Thanks for your feedback. I’m happy to talk with you or your community directly. You can reach me on twitter @clevergirl.
Best regards, janice
Hi Janice–thanks for clarifying! This context helps us better understand your thinking here. Would love to hear more about the principles you and your company opperate off of. We as well put a lot of stalk in defining principles ~first~ and then using those as a guide for value-creating action, so it sounds right up our alley. Specifically, one of our principles is Customer Focus, which suggests that we all understand and develop relationships with those who can most effetively create value (either advancing a non-profit mission or increasing profit, depending on what type of organization you work in); I’d be particularly interested in any thoughts you have there.
Thanks for contributing!