Jan/100
Who are your anti-clients?
If you’re in any kind of business, you’ll know who your clients are: you deal with them every day. And serving their needs will no doubt take up much of your attention, too.
And you, or someone in your organisation, will know who your prospects are – the people who aren’t clients yet, but who could or should be at some time in the future. Finding them, relating with them and paying attention to their present and future needs will take up a lot of someone’s time and attention, even if it’s not your own.
But do you know who your anti-clients are? Are you even aware that they exist – or how much impact they can have on your enterprise? Because if you don’t – and you don’t pay attention to their needs too – you could well find yourself out of business…
To make sense of who or what those ‘anti-clients’ are, and why they’re so important, you may need to think sidewise for a while, perhaps taking in a more expanded view of ‘the market’ and a broader-than-usual understanding of ‘enterprise’.
The enterprise and the market
The quick summary is that every market is the intersection of at least three very different ‘economies’: transactions, attention and trust. (The trust-economy is also known as the reputation-economy, because reputation is a kind of secondhand trust that we garner from others.) For much of the past century, most organisations focussed almost exclusively on transactions, sometimes barely even recognising the existence of the other economies – or else assuming that they didn’t matter, because large organisations could monopolise attention through mass-media, and ignore customers’ concerns by sheer dominance in the marketplace. But in the past decade or so, ubiquitous access to the internet and mobile-media have changed the game completely. The old days of control and the one-way one-to-many broadcast have gone: welcome instead to a new age of business transparency, where your products, your prices, your customer-services, your mix-ups and mistakes, your honesty (or lack it), your everything, is almost wide open for everyone to see – and you have no control over any of it at all. So that means that the attention-economy and trust-economy come right to the fore, as almost the only choice you have in this. Which means that you now must pay real attention to your anti-clients – or they’ll crucify you. With glee… whether you deserve it or not…
The other key to this is to recognise that the enterprise is always greater than the organisation. Once we understand this, it becomes useful to categorise the people beyond our organisation in five different ways:
- clients
- prospects
- ex-clients
- non-clients
- anti-clients
Clients and prospects are straightforward: they’re people who’ve done business with you, and/or who probably will do so in the future. Every business knows how to work with them, or it wouldn’t be in business – that’s what CRM systems and shops and service-centres are for, for example.They matter a lot, obviously, but we can skip over them for now.
Ex-clients are people who’ve been clients at some point in the past but who, for a wide variety of reasons, no longer engage in transactions with the business; non-clients are people who’ve never done business with the business, and are never likely to do so. They’re not prospects, and they’re not clients – hence in terms of the transaction-economy alone, of no apparent value to the business. Hence many businesses either ignore them, or else try to demand their attention via the scattergun strategies of mass-marketing – those dreaded seven-o’clock-in-the-evening calls that consist of nothing but pre-scripted spiels from the commission-driven klutz at the call-centre. Which is extremely dangerous, because either way it’s a quick way to convert ex-clients and non-clients into anti-clients – and that’s not a wise move in the internet age.
Anti-clients are people who are the active opposite of clients. Your ex-clients and non-clients are merely not-interested: they’ll reject your organisation, but only in the form of a passive non-engagement. But anti-clients are different: not only will they not engage in transactions with you, they will actively reject engagement with your and your organisation – and incite others to do the same. In some cases – such as environmental activists, for example – you may have no direct contact with them at all. Even if you’re not aware of them, they can still destroy your reputation before you know what’s happened. And if you lose your reputation, you’ve lost people’s trust; if you lose trust, you’ve lost people’s attention; if you lose people’s attention, you’ll have lost their transactions, which in turn means you’ve lost any possibility of profit. Without trust, your prospects evaporate, your clients become ex-clients – and unless you’re aware of your anti-clients, you’ll have no idea why.
But the worst part of this is that we convert ordinary people into our anti-clients, through our own actions or inactions. For example, many marketers think that using call-centres and the like is just a numbers-game – which it is, but not in the way that they might expect. Call-centres might make profit if just one cold-call in a hundred converts into a real transaction; with online spammers it can be as low as one in a million. But what they do in the process is annoy a vast number of people who are not interested at all and don’t like having their attention stolen by the spammers – which can turn them into active anti-clients. Would you buy double-glazing from someone who rings you up whilst you’re in the shower? – or are you more likely to avoid doing business with them in future? If the time-wasting phone-calls become more than just annoyance – the seventh time this evening, for heaven’s sake! – aren’t you likey to become an active anti-client for that firm, seeking to do anything you can to stop those darn calls coming in? Now imagine that happening hundreds, thousands, millions of times a day: that’s a lot of anger building up there, and at some point someone is going to cop the lot… That’s what happens when we create anti-clients.
A real example: ‘United Breaks Guitars’
Musician Dave Carroll had been an ordinary everyday client of United Airlines, until the day that careless baggage-handlers broke his very expensive guitar. Quite reasonably, he asked for compensation to cover repairs; but as he explains in a statement on his weblog, just about everyone in United, at every level, gave him the run-around, for almost a year:
At that moment it occurred to me that I had been fighting a losing battle all this time and that fighting over this at all was a waste of time. The system is designed to frustrate affected customers into giving up their claims and United is very good at it. However I realized then that as a songwriter and traveling musician I wasn’t without options. In my final reply to [United's Customer Service representative] I told her that I would be writing three songs about United Airlines and my experience in the whole matter. I would then make videos for these songs and share them on YouTube, inviting viewers to vote on their favourite United song. My goal: to get one million hits in one year.
The first song, complete with catchy chorus and happily satirical video, was duly posted up on YouTube a few months later: United Breaks Guitars. Someone in United Airlines finally realised they had a significant PR problem by the time the video had already had 50,000 hits – barely an hour or two after it was first posted. And there was nothing that United could do to stop it: it was on a popular public website, with no libel or anything else that any lawyer could reach. Three days later, the video had already gone well past the million-hits mark, and had appeared many times on national and then international TV news – with United left floundering in full-on damage-control, their vaunted reputation visibly in tatters. Not trivial at all.
In reality, United’s complicated buck-passing games to avoid paying a customer’s entirely reasonable claim would almost certainly have cost them more money overall than if they’d paid up-front in the first place – a good example of a failure to understand whole-of-system costs. But in this case those games to ’save’ the relatively small sum of $1200 ended up costing the company untold millions of dollars in many different ways, both direct and indirect. That’s the amount of damage that just one committed anti-client can do to a very large, very powerful corporation: just how much damage could your anti-clients do to yours? And what could you do to prevent that from happening?
Take action
Step 1: Recognise that anti-clients will always exist, and that they can cause very serious problems for your organisation.
Step 2: Recognise that your anti-clients are never going to be under your control. (This is where distinguishing between ‘organisation’ and ‘enterprise’ is helpful: an organisation is bounded by rules, and you can control within those bounds; but an enterprise is bounded by shared-commitment, where control doesn’t work – but honest negotiation can.)
Step 3: Recognise that your anti-clients’ grievances are real to them – and that’s all that matters in practice. Whether or not those grievances seem real or fair to you is almost irrelevant – and arguing about it is not going to work.
Step 4: Recognise equally that ‘giving in’ to every complaint is not going to work for you. (Or, ultimately, for the anti-clients either, but they may be too angry to understand that at first). You need to establish common ground where negotiation can take place – preferably before it gets to the level of active anti-client action.
Step 5: Establish the common-ground by identifying the ‘vision‘ and values that provide the common-cause for every player in the extended-enterprise. (See ‘Vision, Role, Mission, Goal‘ for more on how to do this. Note that this is not a marketing exercise! In United’s case the Vision would be something like “safe, convenient, reliable travel”, with United taking a Role of “provider of medium- to long-distance travel by air”.) In effect, these define what quality means within the enterprise – and hence within your own organisation too.
Step 6: Compare and review the organisation and its procedures against those values and the vision – starting with any customer-facing activities, but eventually extending throughout every aspect of the organisation. This needs to be understood as a quality-review in the most fundamental sense: any improvements here will improve quality within the whole organisation and in its relationships with the broader enterprise – which should reduce the risk of creating anti-clients through carelessness.
Step 7: Use the vision and values as a rallying-point to connect with all of the organisation’s stakeholders on their terms, via the various ways in which they they themselves engage with the same vision. In general, this will not and should not be linked directly to the organisation’s marketing. (For an excellent example of how this can work, see The Responsibility Project, created and sponsored by US insurance company Liberty Mutual [more detail here].)
Step 8: Maintain an active watch on social-media, and wherever practicable engage respectfully with all actual or potential anti-clients. One of the most useful tactics to help you in this is to view your anti-clients as allies who can assist in keeping you ‘on track’ towards the ‘vision’ of the enterprise.
Repeat indefinitely. Doing this will not only help to pre-empt any potential anti-client problems, long before they cause serious damage, but will also improve your overall quality – and your bottom-line as well.
Sep/091
Surviving the skills-learning labyrinth
How do you and your staff learn new skills? And what can be done to make it quicker and easier to learn those needed skills? One answer is to explore the patterns in the skills-learning process.
On the surface, each skill is different, and different for every person; yet there are also patterns in the learning-process that are the same for every skill. The most common view, perhaps, is that skills-learning occurs in a linear sequence, with identifiable periods of practice needed to achieve distinct levels of skill:
- pick up the basics (typical: 0~10hrs)
- start out as a trainee (typical: 10~100hrs)
- learn a bit more as an apprentice (typical: 100~1000hrs)
- apply the skill as an independent journeyman (typical: 1000~10000hrs)
- achieve acknowledged mastery (typical: at least 10000hrs)
Whilst that’s largely true, the learning-process within each of those overall stages is nothing like a simple linear progression. Instead, thinking side-wise, it follows a pattern that’s more like the classic seven-turn single-path labyrinth found in ancient Crete and many other cultures around the world.

The skills-labyrinth
There’s only one path in a labyrinth: as long as we do keep going all the way, we’ll achieve the end-point – in this case, mastery of the skill.
In colloquial English labyrinth is generally synonymous with maze, but many contemporary scholars observe a distinction between the two: maze refers to a complex branching puzzle with choices of path and direction; while a single-path (unicursal) labyrinth has only a single, non-branching path, which leads to the center. A labyrinth in this sense has an unambiguous through-route to the center and back and is not designed to be difficult to navigate.
So in principle, “not difficult to navigate”. But despite the simplicity, there are all too many opportunities to get lost along the way… So the following is a brief summary of the various stages in the journey through the skills-learning labyrinth, using traditional names for each respective phase.
(prelude) Beginner’s Luck
Starting from Beginnings, we move almost immediately to a point where we seem to have a kind of mastery – but only for a moment. We often succeed, in fact, because we know so little about what we’re doing – which itself can be a source of many difficulties further down the track. We then have an explicit choice: to back out, avoiding any commitment to the skill; or ask “How did I do this?” – and start on the Journey.
(1: Third loop) Control
This phase emphasises Training, moving slowly towards the Apprentice stage. Much of the time the focus will be on rules – the ‘Simple’ domain, in Cynefin terms – and on analysis – the Cynefin ‘Complicated’ domain. Those rules and analyses do seem to give a sense of control, though it’s nothing like the ‘instant mastery’ we achieved back at the very beginning. Yet every now and then things seem to break down – the ‘best-practice’ rules somehow don’t work for us, in our own specific context – and it becomes clear that we are part of the process. At some point, then, we must change direction, and look inwards. Until this point, everything we’ve done should (in principle, at least) have been the same for everyone; this change in direction is also the moment at which the practice changes to a true personal skill.
(2: Second loop) Self
In this circuit we explore our own involvement in the process – the parts of the skill that are specific to us alone. Often there there’s an new emphasis on patterns, on emergence – the Cynefin ‘Complex’ domain. But despite the increasing excperience, and despite knowing more – and having to face challenges of our own that we now need to address – we find our mastery seems to be getting steadily worse. The further we move along this path, the worse our skill will seem to get – until eventually it seems no better than that of a rank Beginner. At that point, it seems self-evident that looking at self was the wrong way to go: so we change direction, trying to revert to ‘the Rules’ to get our skills back on track.
(3: First loop) Survival
This doesn’t do what we expected. The turn-round takes us outward, not inward; far from bringing us back to Control, it takes us to the Cynefin domain ‘Chaos’… Although ‘the Rules’ haven’t changed, we have – and it’s all too easy here to fall into the dreaded ‘sophomore slump‘. In particular, there’ll have been a key personal shift, from ‘unconscious incompetence’ to ‘conscious incompetence’: but an unfortunate side-effect of that increased awareness is that we can now see that ‘incompetence’ – hence it will often seem that nothing works. Stuck on the outer – in several senses – this can seem like a struggle for survival, an endless cycle of “practice, practice, more #!%*&%*! practice”. And comparisons with others only make it worse: everyone seems better at this than we are. This is the worst stage of the Labyrinth, and by far the longest… and as with the previous loop, the longer it goes on, the worse that feeling gets.
(key-point) Dark Night of the Soul
Then comes a key point – classically the day before the exam, or just before (or after) the presentation to the Board – where we’re brought face to face with our apparent incompetence. We realise we’re further away from mastery than when we first started: seems we’re not just worse at this than a Beginner, some raw recruit, we’re no good at all… Traditionally described as the ‘Dark night of the soul‘. this bleak moment of despair can also be called the “Oh, @#!* it!” point.
- It’s crucial to understand here that this period of despair is a normal and necessary stage of the skills-learning process – a crescendo of ‘conscious incompetence’ that is the gateway to the beginning of ‘conscious competence’.
Whilst the despair is all too real, and may well seem as if it will last forever, there is a way through – if we can find the strength to keep going. The danger here is that if we give up at this point, walk straight on and break out of the Labyrinth – as the steep turn encourages us to do – we lose everything we’ve gained, except for a large dose of disillusion… Instead, the key is to trust – ‘to listen to the heart’ – and choose to care about the skill for its own sake rather than for any extrinsic reason. By accepting that we know we don’t know and can’t know – a return to the Cynefin core domain of Disorder, a “surrender to the ‘cloud of unknowing’ and the ‘cloud of forgetting’”, in traditional terms – there’s a sudden breakthrough, a change as fast as that at the beginning: from Chaos we suddenly find ourselves almost at the centre once more. A brief moment of calm: then the Journey continues, changing direction again.
(4: Fourth loop) Caring
Here, for the first time, our effective skill at last extends beyond the best of training – though it’s been a long haul to get here. It also never falls back below that level, as if at least this level of skill has become ingrained into our very being. But there’s another important twist, because, as indicated by the current scientific research on extrinsic versus intrinsic motivators, the usual external ‘carrot and stick’ motivators – promises of reward, or threat of punishment – that pushed us to succeed at the Training levels not only cease to work here, but often make things worse, damaging the quality of decision-making and the like. (In that sense, banks’ bonus-schemes were almost certainly a primary cause of the current global financial crisis.) What does work is caring: finding value in the work itself, and what it means in terms of personal and shared values. So to go further into the skill, we need to care about what we’re doing and why we’re doing it, and care about the skill for its own sake: in effect, “a commitment of the heart as well as of the head”.
(5: Seventh loop) Meditation
At another key point, the quiet euphoria of the previous stage fades as a new focus comes to the fore. This is a different form of observation and self-observation which could be described as ‘thinking about feeling’ – a kind of meditation, a deep, often intense and personal absorption in the work and its processes, yet at the same time seemingly almost detached from it, as if observing from the outside. This sense of engagement in the context is essential for successful action in the Cynefin domain of true Complexity. For a while – and especially to outsiders – this may well seem like mastery: yet there’s actually still quite a way to go before we get there.
(6: Sixth loop) Mind
In yet another disorienting shift of perspective, ‘thinking about feeling’ becomes ‘feeling about thinking’, as the previous changes in practice become embedded at a much more visceral level. For some skills this will literally be ‘embodied’, as in the development of ‘mechanics’ feel’, or the subtle delicacy of touch so essential to true musicianship. In the ‘knowledge worker’ skills that are more common in the business context, this would be embodied more as the deep-learning expressed in an experienced manager’s intuitive grasp of a complex real-time business process, a product-designer’s ability to elicit customers’ real unspoken needs, a trader’s test and trust in hunches and ‘gut-feelings’ about the subtle ebbs and flows of the market. This kind of awareness and sensitivity is essential to work well in what Cynefin describes as the Chaotic domain – the domain of inherent uncertainty, the salesman’s ‘market of one’, this person, unique, right here, right now. The mind here helps us make the link, back through principles and patterns to everyday practice, though in a way that sometimes seems quite opposite to the way we used the mind when – so long ago – we thought we were in Control.
(7: Fifth loop) Communication
Another mode of thought comes through, to provide reflection and review between sessions of practice – typified by techniques such as the US Army’s deceptively simple After Action Review. Sometimes it may seem as if the skill-level is falling once more – an apparent echo of the struggle back at the Survival stage – but in fact this impression arises solely because we’re paying more attention to the fine-detail of the work. To help us learn more, and also to challenge us to greater competence, we’re also likely to need mutual support from and with our peers – a community of like-minded people with similar skills and similar concerns and interests. The other key theme of communication here is that of helping others to find their own skill. Often this will spring from a kind of altruism: the renewed self-doubt, though much quieter than that in the Survival stage, leads to a sense that even if we ourselves may never reach the pinnacle of mastery, we can perhaps do so by proxy, through helping others to reach it in our stead. Yet this activity of educating others also helps us in our own process of reflection: it’s often said that the last stage of learning is to teach it to others. The result, usually unexpected, unheralded, and without any warning…
(postlude) Mastery
…is that we discover that we’ve reached mastery of this specific skill. Yet here we also find that the skills-learning labyrinth has an even stranger twist: it’s recursive, nested, fractal, in that the same overall pattern occurs simultaneously on many different levels. We can be struggling with the Survival level in one skill, or one part of a skill, whilst also experiencing the elation of Beginner’s Luck, the quiet of Meditation, the information-overload of Control and the despair of the Dark Night of Soul in others, all at the same time. Hence plenty of opportunities for confusion, for losing one’s way even in such a simple structure with only one path.
There’s also a social dimension in this. With each circuit, the path alternates from clockwise to counter-clockwise, with the result that everyone on the immediately parallel path – usually either one step ‘later’ or ‘earlier’ – will seem to be going the opposite direction. On top of this, earlier skill-levels will often seem ‘better’ – closer to mastery – than later ones: things seem to get steadily worse as we go onward yet outward from Control to Self to Survival, for example. So others will often try to ‘help’ by telling us we’re going the wrong way, or that we’re doing the wrong things; and we’ll no doubt do the same for them. And even though our immediate cohort would in principle be facing the same way as us, they’re just as likely as we are to be confused by all of this – so they’re likely to ‘help’ us in the wrong ways, too. Tricky…
Learning each new skill takes us into the labyrinth all over again: the tangled, twisted, tortuous path that at times can seem torturous too. Yet in the end, there’s just one simple rule to help us achieve mastery in any new skill: all we have to do is work with whatever comes up at each moment, and keep going, keep going, one step at a time.
Sep/090
Making continuous-improvement visible
Continuous-improvement is the cornerstone of many recent innovations in the business world – Shewhart/Deming quality-management, Six-Sigma, Agile software-development, kaizen process-improvement and lean-manufacturing, to name just a few. The mantra of “release early, release often” has been a factor in the success of many Open Source software projects. And there many other important advantages to continuous change: improvements take effect much quicker, feedback-cycles are faster, there’s better engagement on the shop-floor, and so on. When applied well, such improvements echo all the way down to a much-improved bottom-line – whatever the ‘bottom-line’ may take for that enterprise.
Yet though we may need to think side-wise somewhat to spot it, there’s also one important catch to continuous-change. Continuous improvement depends on large numbers of small incremental changes; the smaller the change, the faster that all-important feedback/improvement cycle can run. But in perceptual psychology, small changes are invisible – a change has to be of significant size or occur at a significant before it becomes noticeable In a well-designed continuous-improvement process, often the whole point is that each change should be almost invisible, because it can reduce the stress of change, and allows potentially-challenging changes to be introduced by respectful ’stealth’ rather than in a single overwhelming ‘big-bang’. But the more that the improvement-process succeeds in that task, the less anyone will notice each change – which means that the change-team may appear to be doing no work at all. Which is not a good career-move…
Worse, if no-one notices the change, and no-one seems to notice it, then perceptions of product or service may be stuck at first-impressions – which may be long out of date. As ITWorld columnist Esther Schindler put it, in her perceptive article “Why Users Dumped Your Open Source App for Proprietary Software“:
One thing that became apparent is that the lack of features is a perception that may have dated from a previous version. That is, “I tried it a few years ago, and it didn’t do what I needed then, so I chose something else… and haven’t thought about adopting the [software program] since.” If someone tried your app three years ago, back when it was all raw edges and bare metal, how will she know that it might be time to re-evaluate the options? … [She] may not realize that the version she can download today is far improved. Unless she goes out of her way to look, how likely is she to find out?
Sometimes the classic ‘big-bang’ Waterfall-style projects seem successful because their long release-cycles mean that the step-change introduced with each new release is large to be noticed. To quote Esther Schindler again:
One attribute of commercial releases is that major feature upgrades are announced with a lot of fanfare. That happens with open source applications that are household names (assuming an appropriately-geek household), but it’s rare.
…which means that some proprietary projects look better because they use a less-effective change-process. Not exactly a desirable outcome…
Part of this is marketing, of course: a big step-change gives a good excuse for an ‘event’ that’s much more noticeable than a quiet, continuous, stolid, ’steady as she goes’. Yet that is a tactic that’s worth adopting in continuous-improvement processes: invent an ‘event’ of your own, to celebrate change and advertise the improvements that have been implemented since the last ‘event’. That way you’ll make the work more noticeable – and more valued.
There’s a subtle trade-off here. You’ll want every change to be noticed, but if you set the spacing of ‘events’ too close together, not only will the events blur together too much to be noticeable, but you actually run the risk of increasing people’s ‘change-fatigue’. A common practice in open-source software-development is set formal ‘release-events’ at six-monthly or yearly intervals, even though there’ll often be many ‘point-releases’ in the intervening period. Another useful tactic there is to use names rather than numbers to designate each major change.
Some typical themes in a ‘release-event’ might include:
- Summary of key groups of changes – keep this list short, no more than 5-7 items
- Acknowledgement of key people involved in inventing or implementing significant changes
- Linking process-enhancements to key performance indicators at the whole-of-enterprise level
- Celebration of the value of change itself
Keep each change and each change-cycle small enough to enhance improve effectiveness every day; yet also ensure that overall change is large enough to be visible and valued. That’s the balance we aim to achieve here.