1Independent organizations that have not developed partnerships have systemic paradigms. If one part of the organization’s culture—especially the leadership—is based on a paradigm of independence, then it’s probable that other parts of the organization are driven by a similar dynamic. Organizational structures tend to replicate themselves.

Like families that are influenced by the beliefs of the parents, organizations incorporate the values of their leaders. If the leadership is afraid to establish a partnership based on trust and mutual benefits, other parts of the organization will reflect that fear. Leadership’s values determine the organization’s past or future orientation as well. Within that orientation lies a collection of attitudes and behaviors that reflect the company’s culture. Owners and managers set the company’s policies and establish independent or interdependent systems. If your company has a past orientation, it’s hard to change direction. Even with an awareness of the problems, an intellectual understanding of the need for interdependence, a determination to undertake a fearless self-assessment, and a desire to change, most companies find changing a culture a slow and arduous process.

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In the early 1990s, I was consulting with a large telecommunications company. I was part of a team that developed a partnership between management and the union to improve the quality of work processes. When I asked the management and union representatives to describe the company’s culture, I heard: “It’s like living in the old Soviet Union.” The number of times I heard that analogy made an impact on me. Since I knew none of these people had lived in the Soviet Union, I asked them to elaborate. They gave me this list:

  • Autocratic management style
  • Dictatorial decision making
  • No meaningful input from employees
  • Closed access to information (secretive)
  • Mistrust among employees
  • Resistance to change
  • Motivation based only on self-interest
  • Favoritism

Now contrast that list with the list of positive components of interdependence given to me by Jack Stack, general manager of Springfield Remanufacturing:

  • Embracing change
  • Development of trust
  • Meaningful contributions to decision making by employees
  • Open management style
  • Fewer employee problems
  • Win-win conflict resolution
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Computer systems are used widely to record and analyse every part of the transaction between businesses and their customers. In using technology in this way, the following principles should be followed.

Decide what information to collect. It is important to avoid drowning in information about customers that is of little or no real use. Work out what information is desirable and focus on collecting it in order of importance. For a shoe firm, shoe size will be crucial, whereas head size will be of no use at all unless the shoe firm is planning to diversify into hats. Work out where more than one set of data needs to be assessed before a conclusion can be drawn. This interrelation of information is important when analysing data that has been aggregated from a range of sources. The focus for information collection needs to be on building better one-to-one relationships with individual customers. With data mining, the objective is to provide an information engine that will drive the organisation so customers receive a continuously improving service.

Data mining is the gathering of information about customers, with the aim of analysing and then using it in the most effective ways. Scientifically accurate market segmentation depends on data mining. One of the values of the internet is the ability to capture and use information relating to every customer transaction made through it. For example, internet retailers such as amazon.com use data to customise their business services. Dell.com uses information from sales to ensure future offers are appealing and competitive; and during the technology boom of the late 1990s, Dell reported industry-leading revenue from its website of $15m per day.

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