When managers are confronted with a new initiative from on high rarely do they ask why. Instead management executes because those above them gave instructions and often the instructions rarely come with why.
Even when the powers to be think they know why the primary motivation is to produce more results. However leaders fail to take the time to think about why and the people below just execute on an idea and yet they don’t know why.
In a mad rush to produce better results business leaders “push” their organizations to do things they think will produce better results. The irony is that “pushing” for results doesn’t produce results, thinking about and knowing why and how is what produces results.
The problem with thinking is it takes time. Time to acquire the knowledge necessary to “think” and time to formulate a plan to insure everyone knows “how” to do something well. Managing for results requires you to understand why and what produces results. Any shortcut to the process only ends up producing the wrong result.
You Think You Know What You Don’t Know
Every major news outlet, brand and even government institutions are using some form of social media. A day doesn’t go by where “follow me on twitter” or “join me on Facebook” is pushed out by everyone and anyone. Like herds of cattle people react to the proposition and everyone pushes the message without asking why. What everyone ends up with is more distractions, more confusion and an overload of irrelevant media. So why does everyone want everyone to follow them? What do they think they’ll get from following or followers? The answer to this question ought to lead one back to the question of Why?
Everyone seems to think that just because they’re using social media they will eventually get something. What is the something that everyone expects to get? Wisdom of the ages suggest you’ll get what you give so to get something of value you ought to think about what value you can give. Giving the market value is no longer relative to pushing a message that is centric to your product, your news or your service. Giving the market value is centric to sharing information that is relevant and relative to your markets needs.
The market has lots of needs. News fills certain needs but it has limited value. Advertisements fill the advertisers need for market awareness. Market awareness may not be what interest the audience or satisfies their need.
Why Is Everyone Jumping Into Social Media?
Like the trend of the day most people and organization jump in because others are jumping in. No one wants to be left out of something that attracts lots of people. Many times a market is drawn simply because others are drawn without understanding why. When markets are formed around something that attracts lots of people the creation of new value comes from asking and understanding why.
To find out why means you have to learn new knowledge to understand why and how to leverage why to your advantage. Otherwise you are simply following the market without knowing why. Know why is the first question you need to answer. Get it?
What say you?