So, What Is Your Job?

Adaptive Path (an interface design consultancy) struggles with the issue of explaining what it is they actually do. It's a topic familiar to VARs, and one I've discussed before. But they've come to realize that difficulty is a strength, not a weakness:

"Most organizations are stuck in classic mid-19th to 20th century thinking, borne of a manufacturing economy, where optimization arose when people were as interchangeable as the parts of the machines they built.

21st century work is going to have to be much more synthetic, mixed-up, and uncertain...

As Bruce Sterling said on his blog... 'this is the enterprise of the future: if you can explain what you are doing with any conventional terminology, you’ve already been outsourced to India.'"

Posted by Joe Caponi at 11:22 AM, May 10, 2007

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