3.Lesson Learned: There’s No “The Company”
This one is still in the space of EA customers (although I thought there’s not much more to say:). I had a déjà vu recently – discussion about EA being primarily for “the company”. Please, should you be the one that still thinks that what you are doing is for the good of “the company” and that “the company” cannot see your value, wake up or you are history.
There’s really no such thing. “The company” cannot be your customer and you cannot deliver value to “the company”. You do need to find a human customer – an individual – and address his needs and find a vocabulary that resonates with his mindset. If you believe in a “higher good”, you need to find a stakeholder for whom it is his goal. A challenge here is to distinguish wishes from needs. Many stakeholders can wish the same you do, but won’t be ready to give their hand in. All this might sound too obvious and I would not even mention it if I didn’t experience a lot of frustration around exactly these lines.
“The Company” can be used also in a different context – as an excuse. “The company is not ready for …”, “The company is not interested in…” In that case try to gently uncover who is supposed to be represented by “the company” so you can address individuals, not an abstract construct.