Are You Managing Demand or Is Demand Managing You?
As I’ve been spending a decent amount of time with my kids at the ball field this summer, it struck me that the dynamic between tech teams and the business is similar to that of a pitcher and a catcher. Is it just me?!? Or, can you relate?
That first year of kid-pitch feels a little chaotic. The catchers are just reacting to the ball when and how it comes. Sometimes it’s right there, sometimes they have to really reach, and sometimes the ball blows right past them. It doesn’t take long to see those catchers look like they’re ready to react to just about anything.
My son is moving into high school ball, and it’s starting to look a little different. The catchers are actually suggesting pitches, and pitchers are shaking their heads ‘yes’ or ‘no’. Once they are in agreement, the catcher assumes a position, and the pitcher throws right to them. It’s downright beautiful when it’s done right.
So, what’s different between that first year of kid-pitch and high school ball?
They have a common goal. Let’s be real - that first year of kid-pitch, every pitcher’s #1 goal is being the best pitcher, and every catcher’s #1 goal is being the best catcher. As they mature, they realize that it doesn’t actually matter if you’re the best at your position, what matters is the team outcome - striking out the batter.
They communicate. Catchers suggest pitches and pitchers respond until they agree on plan. (And seriously, they have it harder than we do because they’re speaking in code. We can actually talk to the other humans.)
They’ve been coached. I’ve never seen a kid figure this out all by themselves. Instead, they surround themselves with people who deeply understand the game and how to play it.
What can we learn from all this?!?
To all the producers of data & insights out there - are YOU managing demand (think high-school ball), or is demand managing YOU (think first year of kid-pitch)? If you don’t have a common goal that’s bigger than what you each bring to the table, you’re stuck in a cycle of activity with no real results to show for it.
And to all the business leaders out there who just need to actually SOLVE A PROBLEM (think strike out the batter), do you interact with your data folks like order-takers? Or do you partner with them to define the problem & solution?
If you each do your part, no doubt you can put up some amazing stats. But bridging the gap between the producers of the insights and the business leaders who need to solve problems is how you win games.
We at Black Antler are passionate about this. If you are, too, we’d love to connect! -KHB
