Quite a few years ago, I briefly joined a subcommittee of a national telecommunications managers association. The subcommittee’s issue: Telecommunications as a Strategic Resource. (“Telecommunications, in this context, means voice communications technology.)
The first twenty minutes of the meeting consisted of a bunch of telecom managers explaining how important telecommunications is to the organization, and on techniques for communicating this fact to senior management. The short version: if a company loses dial-tone it has a big problem, so telecommunications is strategic.
Because I doze off in meetings if I don’t occasionally speak, I offered a suggestion: “If we want to be viewed as a strategic resource, maybe our first step should be making sure we are a strategic resource.”
As I said, I joined only briefly. They never told me the time and place of the next meeting.
As a character in E.E. “Doc” Smith’s science fiction novels used to say, “We can’t all play first-chair violin. Some of us have to push air through the tubas.” Not everything we do is strategic. Sometimes we have to settle for importance.
IS has three distinct, important roles to play. Borrowing from military and game theory, we can call them Strategic, Tactical, and Logistic contributions to company success.
Logistics is the art of making sure the troops have everything they need to win. It includes getting them to the battlefield on time, making sure they have food and ammunition … all those little details that matter so much when two armies are trying to kill each other.
Translated to the business world, logistics includes everything that supplies employees with the basics they need to do their jobs – telephone service, voice and electronic mail, perhaps a word processor and spreadsheet. Stuff like that. Logistic services don’t add value so much as their absence subtracts value. They’re like plumbing – it’s not strategic, but if the pipes break you have a big mess on your hands.
Tactics covers the detailed maneuvers that have to be orchestrated to win a particular battle. Napoleon, for example, was a master tactician, noted for his ability to pin an opposing force in place through a feint to the front while having his cavalry attack from a different, unexpected direction, confusing his enemy and ultimately destroying it.
In business, tactics includes all core processes and the applications that support them. Do you have an order-entry call center? Improving how you run it gives you a tactical advantage. Do you use a workflow/imaging/document management system? If so, you’re probably using it to tactical advantage. In fact, everything you do to improve the business you’re in today has to do with either logistics or tactics. IS expends most of its time and attention in pursuit of its logistic and tactical roles in the organization. As it should. You have to survive until the future gets here, after all.
How about strategy? That deals with larger-scale objectives. Is your company market, product, or competency driven? That’s a strategic decision. Does it try to define market dynamics, or does it look for unexploited market niches? Does it compete on price or does it try to support high margins through exceptional service? Does it innovate, or perfect and integrate the innovations of others? All of these are strategic issues, as are decisions regarding what new product categories, markets, or competencies will be needed to thrive in the future.
IS has a vital role in helping companies achieve strategic goals. You take the first step, of course, when you understand the difference between IS’s strategic role and its logistic and tactical roles. You take the second when you take the time to understand and internalize the company’s strategy.
That’s when you’re ready to engage in a dialog with your company’s leadership to mutually decide what new technologies, technical capabilities, applications and infrastructure the company will need to achieve its strategic goals.