Upheavals
Search vs find
Search engines are an example of redundant excellence. Anyone can search. For anything. And once, when the internet was a big, expanding and mysterious mass, that was enough. It was exciting just to see what showed up - right or wrong, good or bad. And to witness the sheer volume of possibilities.
But the challenge now is to be able to operate a successful find engine. Because finding is the real determinant of success. If I search but don’t find, there are two results, both of which are undesirable - the first is I’ve lost (in the sense that I didn’t find what I was looking for); the second is that I’ve wasted time, which might make me less inclined to try next time.
Search is actually just a process - but it’s a process built around trying to do something. Find is an outcome. And it may or may not be what the seeker thought they were searching for. That’s because “find” is also highly subjective. Success is far from absolute. One person’s find is another person’s disappointment.
So it seems to me that the next challenge for Google, Bing et al is not just more intelligent technology, it’s more empathetic technology - judged not just by what it can deliver, but by what it can make the seeker feel about what is delivered to them.
Expand that premise and you get to this. Innovation programmes should focus on advancing relationships not just products. In other words, their premise should be emotional not just practical. Don’t just make it faster, better, more reliable - because those changes are quickly matchable. Change how people respond, not just what they can do. Surprise them - in a good way.
Continuous improvement in most industries is like searching. It’s a process that masquerades as the goal. But the real finds are the things that dramatically increase inclination - the changes that motivate your customers to give you sustainable, proud and profitable loyalty.
The contrast is as stark as tinker vs touch.
Which are you funding? Improvements or surprises?
POSTED: Saturday, 16 January 2010
Suggest your own upheavals by writing to us with your thoughts on a critical issue facing business today. Reach Mark directly at mark@markdisomma.com
