There is a quotation attributed (I believe) to Henry Ford, which simply stated that if he had asked people what they wanted in mobility – they would have just wanted a faster horse. And more recently, unless you are in Steve Job’s inner circle at Apple (AAPL) if you were to describe your perfect idea for an MP3 music player, your description would not likely have been the iPod.
Quite simply, we cannot describe things we have not seen or imagined, and secondly, we cannot describe things for which we do not have the vocabulary. And I am not disparaging anyone’s intelligence with that term – a PhD in Mathematics and a PhD in Economics will have different uses of language and differences in vocabularies.
And this is an issue that we live with frequently in the technology field – it is too easy to fall into this vocabulary or unknown unkowns trap.
In IT?
We call them Requirements Sessions or Business Analysis sessions. Somebody in a technology field attempts to pin down the steps or processes that your top sales folks use in an attempt to improve software work flows, generate requirements etc.
And this lack of a shared vocabulary or end state vision is where the problem can lie. The IT folk have a difficult time understanding the sales teams vocabulary, and the sales teams eyes glaze over when IT tries to paraphrase it technical or process lingo.
Heaven knows that I have run into this more than once, So let me demonstrate how easy it is to fall into this trap, while avoiding technology completely.
Our Story
My dearest spouse was doing some shopping. At one point she called me on the phone and asked me to measure the box spring in our bedroom, in her words; ‘measure it from one side to the other‘. I explained that our box spring was King Sized, so the size should be standard. My wife insisted that this measurement of the width of the box spring was required, I asked her to give me a few minutes, I would grab my trusty tape measure and get the measurement. (it was 75 inches)
As scheduled, my wife called back a few minutes later and I gave her the results.
Ahh! But then she made a comment that she was looking at purchasing a new duvet for our King Sized bed.
And the light went on.
You see, my wife did not need that measurement of the width of the box spring.
We have a problem with our bed. And it is not the box spring. It is actually the mattress that sits on top.
Our mattress is a pillow top style mattress that is several inches higher than a regular mattress, making it difficult to purchase linens, duvets or other accessories that fit it properly.
The measurement that my wife actually needed, but was unsure how to articulate, was the full width of the bed, plus the height of the mattress multiplied by two. (in our case the height is 15 inches)
Except her vocabulary was for me to measure from the top of the box spring on one side, travel upwards over the top of the mattress, then back down to the box spring on the opposite side. Comparatively my vocabulary was one side to the other must mean the width.
See how easily I assumed that.
Our Vocabulary
In this case, we did have a shared vocabulary based on the issues that we have in fitting this bed with linens that we could build upon. This allowed us to overcome these assumptions.
In our businesses we may not have much shared vocabulary at all.
When we don’t have that shared vocabulary – all we can do assume, or to fill in the blanks with our personal understanding. Which may not even be close to accurate.
And Second?
When it comes to technology or processes, I advise people to temporarily ignore the measurement or statistics long enough to tell the story first! I think you would be surprised how incredibly powerful stories are in getting us into a shared vocabulary.
In our mattress case, the story could have been my wife stating; ‘I’m shopping for new bed linens for the pillow top….’
Knowing the end result being looked for before diving into the weedy details and measurements can put you on track to using the same vocabulary.
In our business, this story taken from beginning to end will provide a road map, or framework that we can refer to when we get tangled up in these different vocabularies. As an example, a story in a distribution warehouse may be ; ‘when this comes in here, we need to separate them, repack, and label them to ensure that they accurately get to there…’
Then later on, when you are knee deep in process flows or maps trying to determine the ‘what about when…‘ or ‘what if…’ issues that invariably crop up. Go back to your story. That can give you back a shared vocabulary, and a shared vision of what your end result will look like.