“The Three-Minute Rule” by Anthony Tjan (Harvard Business Review, 22 January 2010). Let’s look past the trying too hard title and focus on bottom line — context. Nearly everything from web design, ad design or a phone conversation, to buying a product or using service – exists within context. Furthermore, it’s crucial to keep in mind that the context is often not yours but theirs. So, as has been mentioned here quite a few times before, be sure to add Context’s twin Empathy to your checklist.

Essential pull quote:

These situations illustrate the narrow-mindedness to which it is easy to fall prey. In the Thomson example, we were thinking of ourselves as a data provider, though we were really part of a broader workflow solution. We failed to realize the importance of customer context over our own product capability. In the cross-selling and shopping-basket examples, the three-minute rule reminds us that rearranging the context of a shopping experience to better meet customer patterns can be extremely effective. Customers seek solutions, but it is likely that your offering is only part of one. The three-minute rule is a forcing mechanism to see the bigger picture and adjacent opportunities.

Understanding context is certainly important, but to truly interpret it correctly one must also have a healthy supply of empathy.

“Using Checklists to Prevent Failure – Interview of Dr. Atul Gawande” by Harvard Business IdeaCast (Havard Business Review, 22 January 2010). This 15+ minute audio interview is going to save you hours, if not days as well as avoid excessive stressful moments. A classic case of what should be obvious and second nature is really a handy reminder. Thanks doc!

In a nut shell: Think ahead, develop a plan, keep it simple, write it down,  communicate, get and keep the rest of the team on the same page, avoid getting bumped off track by refering to the plan but be flexible.

Further proof that more often than not best practices are not rocket science.

“Has IT process standardization gone too far?” by Kathleen Melymula is actually a Q & A with M. Eric Johnson (Computer World, 9 March 2009). Mr Johnson and Joseph M. Hall have an article published in this month’s Harvard Business Review. Maybe you’d also like to check out “When Should a Process Be Art, Not Science?”

While “artistic” has a nice buzz word-esque ring to it better words might be: agile, pragmatic or versatile. The truth is, if your company / brand is truly guest-centric then it is no surprise to you that  having too much standardization is often counterproductive. To say nothing of the fact of how it might effect the morale of your co-workers. More companies would benefit from putting more effort into “standardizing” the (internal) perception of their vision. When everyone shares a vision making the right decisions for the right reasons becomes second nature. Unfortuately too often management would rather push memorization over actually growth and learning.