Our CEO is fond of saying, “Logic has one way” and I politely smile and agree. Logic is useful for project and process management. But that has little to do with how life or even business really proceeds. Innovation in medicine and science is rarely linear or even logical. Innovation, like life, weaves and bobs and turns back on itself like a tenuous road trying to make its way over a rough mountain terrain. The road must follow the contours of the natural topology. And so it is with business – it must follow the contours of creativity and imagination and intuition.
Great businesses are born in the moments where you begin to harness the power of the blink decision in the way we humans make decisions about what we buy and where we buy it. And only after we have decided what we want to do, do we then look to rationalize those blink decisions with facts.
And this why, I believe, social media seems to have exploded onto the business psyche. It is the subtle perhaps even unconscious recognition by business to harness the power of the blink business. While logic based marketing is the foundation of most marketing programs – it is limited. Sure business executives like facts and logic – but it can be misused as a crunch for making decision. When asked to rationalize their decisions, they can pull out a presentation and very easily explain their decisions. To most business leaders intuition based decisions seem too risky to trust (note the irony in that – logic feels good and intuitive decision are uncomfortable).
And yet I notice what separates the visionary CEOs from the pack is the ability to appreciate blink thinking that is expressed by customers in their forums, communities and social networks. . Visionary CEO make intuitive decisions and then back it up with facts whereas most other CEO look for facts to help them make decisions and then they try and make themselves feel good about the decisions.
A simple example. Comodo makes available for free a slew of desktop solutions including an award winning firewall. Lots of time and development resources were spent on this initiative. Many people wondered, “Why do it? Where’s the money in it?” All logical questions — well aimed. Yet the CEO kept saying, “We are doing this to grow our business. People will know us for our free products and then they will buy from us.” Logical hardly, visionary you bet. And you know what he was right. Our brand is now more searched than the some of our biggest competitors. And this was because he understood how to use social media at its best. Promote a great free product and word of mouth stimulated our whole business.
So next time you are tempted to make business decisions with logic and facts, think again – better yet – feel again. Look to social media to help guide how you feel your way through business decisions. Answers are in the social networks – in the blink moments that are expressed in there. And yes, sometimes following creative business leaders is hard on the team around them. These CEOs often look like they on the edge of falling off the deep end. It is hard not to try to get them off that damn ledge. But this is where faith and intuition again asserts itself. You have to believe that their instincts are well honed.
But if you can endure the ride, the rewards mean the difference between a “just so” business and one that flies. I, for one, like life in the heights. The view is much more fun.