The bullshit of digging deep
When planning interactions, we often instinctively jump straight into action. It feels productive. But without first understanding who we're engaging with, their needs, and their expectations, our efforts may miss the mark entirely. The same applies to businesses. A deeper exploration lays the foundation for better, more effective actions that resonate authentically and drive results. Digging deeper is about the willingness to uncover your full potential, and use everything you have got to reach your goals. It requires a growth mindset, a willingness to get uncomfortable in order to change and improve. But why is it that many of us still do not understand or see the transformative power of this profound self-discovery? Why is it that so many call it "bullshit"?
Overly focus on prompt success
It has been proven that the most successful individuals and companies are the ones who understand that true potential is only unlocked through deeper exploration, be it personal or organizational. It's not about shortcuts, easy answers, or quick fixes. It is about the journey of discovering who we truly are, what we can achieve, and how we can connect in a meaningful and authentic way.
Many companies today still focus only on the prompt success within their organization. Which is very understandable. We are experiencing unsteady times after all. And thus, the idea of "digging deep" often gets dismissed as fluffy or airy-fairy. Something vague or overly subjective. Something unimportant and irrelevant. They fail to see the relevance of the deeper customer experience work. They call it "personas and customer journeys and all that stuff". On the grounds that it does not bring the tangible and immediate results.
The fear of imperfection
Throughout my career, I have experienced the short term actionable approach on multiple occasions. The "let's focus on the existing touchpoints and improve those first". The "communication to the board about our efforts must lay out our achievements, so let's stick to a positive narrative and not talk about optimizations".
We are properly scared to talk about our flaws. About our gaps to meet the customer's expectations. The true reluctance often stems from discomfort of addressing underlying truths. Of fear of commitment in terms of budget, time, and active involvement. And not in the least the dread of being overwhelmed by a vast amount of optimizations which might be uncovered and would lead to heaps of work. That journey can seem intimidating.
And what's more, there are always the questions after the exploration phase. After discovering the gaps. "How do I fix this?" and also "What is the right order of tackling all these issues"? It is certainly so that a deeper exploration needs to be translated into a step-by-step optimization plan, properly weighed on business importance, budget, and operational readiness. These personas and customer journeys "and all that stuff" need to lead to something, right?
The real digital transformation
It is my strong belief that, instead of being a waste of time, digging deep is the very thing that differentiates those who succeed from those who stand still. And, although I am quite pragmatic and result driven myself, for me a short term action plan needs to be completed with more in-depth strategic work. That is if you want your business to stay relevant and successful for the years ahead. Because it is exactly the deeper exploration that leads to the real transformation much needed to meet the ever changing customer needs and the rapidly evolving technological opportunities.