Bob Stack |
on July 23, 2010 |
category: a look into agency life |
Process or results? Pick both.
Some personality tests would tell you that people tend to either be process-oriented or results-oriented. I find that a little amusing. Around here, we’re process-oriented because we’re results-oriented. But we try to never let our processes get in the way of the results.
I’m a problem-solver by nature. I’ve learned there is no silver bullet or one method or one process that applies to every solution. We establish procedures but use them as guidelines for the areas that need to be addressed. They aren’t law: Too many unneeded procedures can keep a staff member from fully contributing to the success of the team.
I believe there is an assumption in the corporate world that printing and mailing work is easy, any monkey can do it. This results in an organization attempting to commoditize the work, break it down to simply numbers and parts and forget there needs to be an experienced person that adapts the process to the specific project ensuring all of the parts work together and proactively evaluates the challenges.
My approach to direct mail production is kind of negative. I look at the project, figure out what can go wrong, what are the challenges. Then I seek to minimize the risks, while thinking about back-up plans and options in case things do become challenges. It takes a group of people to be successful in direct marketing. You have to have experts in each area, but most important, the team as whole must take ownership and responsibility for the entire project, not just their area of expertise.
To be successful, each team member needs to appreciate and understand, to varying degrees, what happens before the project comes to them, and how the work they hand off is going to be utilized next. Then they can propose solutions that are truly effective – not just something that fits with the process and facilitates their immediate tasks.
I think each person should inspect what the previous person provided and anticipate what the next person is going to need to be successful. I believe in teams and trust. I have to trust my co-workers that they are going to look at my work, challenge me and allow me to challenge them on their work. I have been successful because I am a risk-taker and push the boundaries. But most important to that success is having a good team of people to work with who understand each other’s strengths and weaknesses. And maybe even more important than that is a corporate climate and culture that allows diversified approaches to success.
