THE VALUE OF "ISH"

To us, vacations* are times to experience the new and novel.  To explore unfamiliar territories.  And to kick back and relax (a hard thing for us to do).

Africa was our destination.  A trip we’d been salivating over. 

We witnessed fighting-to-the-death hippos (over a girl, no less). 

Saw painted wolves, fur dripping with blood after a kill, and no cares in the world, except for their pups. 

And watched baboons monkey around with all things human.

That same trip connected us with villagers and townies in the big and little places in South Africa, in Botswana, and in Zimbabwe.  Out our train windows we negotiated with Africans selling hand-crafted items.  After Victoria Falls they descended en masse.  And in a little Zimbabwe community, all 20 citizens greeted our bus – and proudly showed us their cell phone, their homes … and their beer-making hut.

At every stop, at every pause, we heard the word “ish.”  To them, it meant sort of, or around the time.  There could be delays – unavoidable due to nature.  There might be some variance in getting together, depending on other people.  The “ish,” to them, was truth.  They would absolutely stick to the agreement, to the meeting.  But “ish” might intervene to make them miss the exact time.

That’s alien to our work worlds.  At many companies, “ish” might be anathema … even a few minutes off might spell an issue, even some sort of warning.  On the dot, after all, means punctuality.

Yet:  Is it time to re-think our clocks, and savor the minutes we spend waiting – and, perhaps, dreaming? 

 

*That’s the reason for our month-long blogging silence.  We’re back!

 

SPEED KILLS!

Okay, our headline was a cheap trick … but we hope we grabbed your attention.

When we talk “speed,” it’s referring to the amazing work sprint, the time spent, from start to finish, on any one project, any one deliverable.   That race applies to those of us in creative and consulting fields as well as our colleagues employed in manufacturing and retail positions.

The question then becomes:  Why?  In our humble opinion, it’s caused by what researchers call the confluence of events.  Think about it:

  • Quite simply, digital means fast.  We’re accustomed to orders acknowledged in nano-seconds, to 140-character tweets, to FourSquare apps that immediately email receipts.  Why not for work?
  • Industry and competitor pressures don’t help.  “First to market” seems to be the bible for many CPG and tech companies, with “fast follower” a close second.  [And you know what that means for all department heads and executives.]
  • Business quicks.  A number of years ago, the giant SAP released its ASAP program … yes, shortcuts to implementing enterprise resource planning software (which typically eats money, and time, and resources).  Beyond IT, everyone is looking for the immediate or near-instant solutions, from home plumbing issues to worker productivity tools.

But what fast doesn’t allow is the ability to plan, to think, and to go with your gut.  In the creative biz, agencies are now competing against briefs completed in less than a day.  The time-honored RFP process is being shortened, not by days, but by weeks.  Sure, there are ways to stave off the speedy wolf at the door, but at what cost?

Here’s our call:  Set reasonable timeframes, realizing that everyone has his/her own pace.  Allow space for quality thinking … which can happen at any time, individually and in groups.  And recognize that the “Eureka!” moment, whether for product innovation or a campaign, works best in association with a multitude of other activities and thoughts.