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Learning Business Lessons From Computer Geeks

Written by: Steve Wilkinghoff

Article Overview: A business lesson from the "computer geeks"! Computer science has a concept that deals with Real Dependencies versus Artificial Dependencies. The ugly-sounding concept attempts to determine where computer systems have been made needlessly complex causing the end result to be more difficult to achieve than it needs to be. Chances are that you can learn a business and marketing lesson from this concept from the "computer geeks" that can help you improve the performance and profit of your business, and make your customers happier.

Learning Business Lessons From Computer Geeks

I recently came across some articles about an emerging trend in computer science that is shaping up to be the “next big thing” called Service Oriented Architecture (SOA).

Don’t worry. We’re not going to really talk about how great this technology could be. The reason I mention it is because I was struck by one of the key concepts of SOA – the difference between what are called Real Dependencies and Artificial Dependencies. I was struck by the concept because I realized it could be a powerful concept for helping run better, more profitable businesses (in addition to being a useful IT concept).

A Real Dependency is where one computer system depends on the output (features and functions) of another system. The second system truly needs whatever output the first system creates. And if it doesn’t get it, then the whole process grinds to a halt. It is a basic reliance of one system on another system that can not be eliminated.

An Artificial Dependency is basically any restriction or limitation placed on a system by another system where the restriction was created by the system architects. It is only a barrier because someone made it one.

Here’s a “non-computer” example to demonstrate the difference.

Suppose you travel to a foreign country. Depending on the country, you may need to take along a “power adaptor” so you can operate your computer, hairdryer, etc. given a particular country’s size and shape of electrical plug. Not every country has the same shape and size electrical outlets that all our appliances use.

In this case, the Real Dependency is your need to get power. That is the actual end result that you want.

The fact that you need various adaptors to fit various size outlets is an Artificial Dependency. It is a restriction created by the “provider” of the solution that limits your ability to get the end result.

Now think about your business.

Are you, your team, and your business creating any Artificial Dependencies for your customers and prospects?

It’s almost a sure thing that there are some (often many) Artificial Dependencies lurking in your business. You just may have never realized them for what they are before.

Try this exercise with your team members to identify and eliminate as many Artificial Dependencies as you can.

On a blank piece of paper, identify each major element of your business process. Think about how a customer or prospect first comes into contact with your business, and the journey they take toward becoming a valuable repeat customers.

On the left side of the paper, for each of those elements, identify the Real Dependency. What is the actual “end result” that particular element of your business is supposed to create? Be prepared. Although it sounds easy, sometimes this seemingly simple step actually turns out to be really tough.

And then on the right side of the page, list ALL (and I mean EVERY – because there’s likely to be a bunch) of Artificial Dependencies. List all the things that “get in the way” and slow down or complicate the achievement of the Real Dependency you’ve identified for each element.

Once you’ve slugged it out that far, pick a few Artificial Dependencies and develop some plans and action steps to eliminate them. As you eliminate them, pick more from your list and get to work on eliminating those ones. Keep going and see how many you can eliminate.

You’ll have a better business.

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Article Tags: appliances, br, computer science, computer system, electrical outlets, electrical plug, end result, key concepts, nbsp, output features, power adaptor, profitable businesses, reliance, restriction, rsquo, service oriented architecture, service oriented architecture soa, shape, system architects



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