Optimized Business

Companies devote lots of time and money to increasing the efficiency of their business process. But do they know how the work really gets done? What if they are reinforcing the wrong thing?

The Procedural TruthSM1

Many elements influence the decisions people make and the actions they take. If people feel defeated or neglected by the processes or technology at their disposal, they will avoid the work or create workarounds. That’s just The Human TruthSM.

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The Human TruthSM3

Companies assemble hardware and software in support of The Procedural TruthSM. But do these tools truly serve those that need them day in and day out? Features and functions may go unused or even undiscovered, introducing inefficiency or error into the work.

The Mechanical TruthSM2

The age of ubiquitous computing is upon us. People can use

computers to perform a seemingly infinite number of tasks

anytime, anywhere. As industry leverages the opportunities that

come with this era, it needs to reintroduce a deep understanding

of the human context. Ignored for decades while technological

advances drove innovation, The Human TruthSM of business

operations represents a relatively untapped resource for advances

in business. We provide the human-focused leadership that has

been missing since the early days of computing.

Human workers have a way of complicating business. Unlike

diagrams and computer programs, people change their behavior

in unpredictable ways. No two people have exactly the same

abilities or work equally well with the same tools. In the world

built on procedural and mechanical truths, these gaps exposed by

humans are addressed by training, change management efforts,

or not addressed at all.

Unlike their business consultant / business analyst counterparts

who have spent decades understanding the sequence of tasks

and behaviors, designers have always found human beings to be

the most reliable source of information for defining and solving

problems or proving the efficacy of a given strategy. Those

business consultants who have historically been charged with

defining business operations have seen people as the recipients

of their plans, strategies and systems. Designers see people as

integral to understanding opportunity, exploring possibilities and

defining solutions.