A good friend of mine who is a regular reader of my blog and keeps asking me what’s serendipity got to do with what I write sent me the blog post which published extracts of the new book by John Seely Brown and John Hagel III titled The Power of Pull. The extract mentions the role of serendipity in creating new paradigms;which was one of the reasons why the blog post was sent to me.
I have been mulling over the push and pull models for several years. Apart from what is mentioned in the blog post, I reckon the following:
A push based thinking is at best an eclectic mix of intellectual sloth and arrogance. It starts with the premise that the “pusher” knows what it is in the best interest for the recipient. Push further accentuates the efficiency syndrome and believes that the right mechanisms and triggers will ensure success. It invariably tends to replicate the past, making just minor tweaks to current environment. The more different the reality, the greater is the research and more diligent is the design of the mechanisms and “push” messages. The arrogance of the past success ensures that they remain in continuous denial about the new world and push outmoded things with greater vigor. The perpetuation of the past is sadly created by the elite at the top who often believe that they are the sole owners and arbiters of the reality. The role of conceiving and creating new offerings gets considerably devalued over time. Tactical thinking gains ascendancy often at the cost of strategic thinking and innovative approaches. Such thinking has led to a slow but sure decline and eventual death unless a radical thinking ensues.
A pull based thinking on the other hand forces people to be humble as they necessarily have to be clued to the environment and listen constantly. A pull based thinking essentially harnesses the power of many different entities and creates possibilities and scenarios that were not conceivable in the first place. It does create chaos and confusion, but slowly there’s a defining fluidity which lends itself to constant learning and innovation. Further a force of serendipity acts as a regular glue helping people make connections and improvisation. It is an open mindset that constantly calibrates itself.
Tell me a successful innovation or a major breakthrough and I can demonstrate how pull based thinking contributed to the phenomenon.
Sharing has becoming second nature (thanks to social networking and Facebook) in the world that we live in. Facebook’s open graph in fact is perhaps the biggest opportunity for pull based thinkers and marketers as they can participate in the conversation. It will force people to conceive not just value propositions but every attractive value propositions as they compete for attention in a rapidly attention deficit mental state. The digital native should have had a natural advantage here. Yet most digital natives are content with pulling data and information from the Web and not creating value out of them. Worse still, many impose their own pull based thinking into this push based environment and are none the wiser.
Hence I am tempted to conclude that notwithstanding the environment it is one’s thinking model that needs examination and scrutiny.
While the sort of pull based thinking described above is externally directed, there is an internally directed pull based thinking that is equally potent. It transforms passive observers and learners into performers. I have often noticed that pull based thinkers are natural performers as they constantly attempt to pull new information, concepts and thinking into something meaningful to them. All that is needed is persistence, the willingness to experiment and occasionally fail and constantly call upon themselves to be curious and seek out new things.