Tag Archives: conceptual

The Conceptual Game

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“So, if you understand timespan as the metric for thinking about the bigger picture, if it is only a matter of context, how well do you understand the bigger picture for your company? You said you may not be able to articulate it, you just know that it’s there.”

“I think the bigger picture requires some translation,” Andrew replied. “I think, when you push beyond 3-4 years in the future, things become fuzzy. My CEO says she doesn’t believe in five year planning, waste of time.”

“Can I substitute a word for you. Can I substitute the word fuzzy with the word conceptual?” I asked.

Andrew repeated. “When you push beyond 3-4 years in the future, things become more conceptual.”

“And your CEO’s observation related to five year planning? Five year tactical planning is a waste of time, but what about five year conceptual planning.”

Andrew looked to the left, then up, as if something were written on the ceiling. “I remember buying a Zune MP3 player, you know, the one that Microsoft built. I thought it was cool. I thought it was the wave of the future. But, Microsoft was playing a tactical game. They thought they were building an MP3 player, and Zune was a market failure. But, Apple was playing the conceptual game. They weren’t building an MP3 player, they changed the music industry.”

Land of Tangible, Land of Conceptual

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Time frame sets the context. Near term target completion time requires the elements of the project to be concrete, tangible and known. The project due tomorrow afternoon has a team and we can call each member by name. The materials are quantified, we know how much. We know the vendor, we know the price point. We know the delivery time, we know the schedule. Every element is concrete, tangible and known. Why?

Because the project is due tomorrow afternoon.

A long term target completion is more conceptual. If the project will not be complete for five years, we know we will have a project team, but over the term of the project, some may quit, retire, get picked off by a competitor. We have an idea about materials, but over the term of the project, a new material might become available (better, faster, stronger) and we might have to adapt. Our supplier may not be in business in five years’ time or may no longer be serving our needs. We might need an alternate vendor.

We need both tactical thinking and strategic thinking. Our five year conceptual plan, in four years, must transform into a one year tactical plan.

Some people think short term. Some think long term. Some think both.