You should then delegate the portions that you don't want to be the expert in, and make sure you hire and retain the experts that DO know about that. I think the important thing for companies is to have clear understanding of what abstraction your product provides your customers, and which portion of creating that product are you the expert in. I think this article is bad because it empowers a lot of people to dismiss expertise as unimportant rather than knowing where that expert is. They need an expert that knows about adhesives and gravel and how many years of sun exposure they can handle. That abstraction is provided by the shingle manufacturer. The roofer doesn't have to know everything about the chemistry and material that is in the shingle though. The roofer should definitely understand what shingles are going to provide rain and show protection in the customer's environment. Good products and companies are abstractions that allow a homeowner to not have to learn about shingles.
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