The Business is our Business

When scientists study animals and plants in the laboratory, they get some understanding. It's not until they live in the environment with these that they really understand. You don't get bit by a mosquito when you're staring at a Tiger behind the glass at the zoo. I say this because we seem to spend a lot of energy claiming that the processes that we use 'involve' the business. I think that before we can be a tool for the business, we need to see the business problems from their perspective. You can't see that when you're looking in.