“It isn’t what we don’t know that gives us trouble, it’s what we know that ain’t so.”
~ Will Rogers
How many times per minute do you see someone claiming their approach / service / idea / book / snake-oil offers “business benefits”?
So often, I’ll wager, that the phrase has just become meaningless noise. I mean, It’s hardly something to distinguish one from the masses, is it?
It’s not even as if “business benefits” are what business people are looking for. No, really. Go take a look at Core Group Theory (Kleiner) or read through Dirty LIttle Secrets (Sharon Drew Morgen) if you’re in any doubt about that.
Deming’s First Theorem: “Nobody gives a hoot about profit.”
~ Bill Deming
What do you feel when you see the phrase – or one of its related, fatuous, kin (profit, business success, growth, …)?
It’s easy to fall for the “groupthink” that leads to the fallacious assumption that business people are driven by these kinds of thing. Hint: Try asking a “business person” what they themselves, personally, feel – and need.
You might be surprised. And they may be, too.