Recently, I heard this term; "strategy at the pace of culture". I was immediately intrigued. Is this possible? Can you willingly
create a strategy that keeps pace, or as I explain a later, outpaces culture? Because, if you don't, what good would a strategy be of catching up to culture when your original intent was to at least match it?
In looking
around for information on this concept I came across this quote attributed to Peter Drucker; "Culture eats strategy for breakfast". I believe he said it to describe what happens to an organization that focuses too much on it's strategy for success while ignoring it's culture at its own peril. I think a more interesting interpretation would be to look at it through the lens of who and where culture is created. Perhaps if you knew that, and understood culture creation processes, you could be successful at this strategy.
For that you have to be prepared to focus your energies in a fairly narrow space, while creating a strategy that can foster and guide ideas through the whole spectrum.
Check out my quick diagram on this below. As you fall through the concentric rings to the center, acceptance is obviously higher. The returns on your idea, product, design, investment can also be exponentially magnified. Take Google for instance. It can be seen in this structure through many lenses; technological, business, and even culturally. It is obviously at the very center of this diagram given it's broad acceptance on all those levels. It started out at the fringe. It's reward for moving through to the center and becoming established is enormous.
You don't have to think of this as only the "big ideas". It could be small, and only have a small impact. A good example might be the invention of a new word. It could also be small, and still have a large impact. It's hard to predict, but a strategy that understands the processes from fringe, to adoption, to acceptance can amplify impact. Imagine being able to do that for your clients? It would be hard to find one that would trust you enough to hand over the whole process, but even having a small involvement is exciting.
I find thinking this way very liberating. This lifts the sense of what we do as "creatives" to another level. It's quite powerful to be a Culture Creator. I guess part of the excitement is knowing that a certain part of it has to involve some culture destruction.
This is obviously an unending process of making and re-making. Arriving at the center doesn't guarantee that you will stay there. You have to work hard at it. Even cultural norms come and go. The very things we may have at one point exclaimed to be absolute truths may be overturned. Might be one reason I despise anything described as such.
So, what does it take to do this? What kinds of things do we need to do to unleash this type of creation activity? Here are some thoughts I have been gathering for a while. Maybe some day they will make it into some more formalized list or manifesto. I like them loose like this for now though.
- Keep it fluid - remove the constraints of strict methodologies from your process
- Inspiration will, and should come from everywhere.
- Engage in your work on the level of a philosophy and even lifestyle
- Try something different
- Provide your teams with the tools needed for experimentation
- Remember, that "big" and important work usually starts "small"
- Sometimes Content = Design
- Work can equal Play
- Design not only communicates, but can spread knowledge
- Technologies, mediums, formats, and techniques on the edge offer the greatest opportunity to break through
- Open and invite collaboration across disciplines
- An interaction with a user/consumer/another can be an act of creation
- Data generation is outpacing human/culture's
Would love to hear your ideas on any of this stuff. Maybe you don't agree? Maybe you are excited by this too?
Thursday, March 11, 2010 at 01:01PM 
