Pictures At An Exhibition: Michael Maoz Kicks Some Intent-Driven Butt Into Gear
- 24/7 availability of services
- want to be needed, recognized
- Dialogue, experience control
- Give them, show them you have domain expertise
The optimal enterprise here would not be the current one which he called the function driven enterprise, but instead the "Intent-driven Enterprise." That is a company that knows not just what I want, but knows my intent - what are the reasons I want what I want, and what WILL I be interested in down the road - the knowledge of which they got from me, senor, senorita, senora customer. He then identified the top "functionality" requirements for the Intent-driven Enterprise:
- It is in sync with evolving needs (key here is evolving)
- It engages community opinions
- It is reliable & trustworthy
- It allows independent ratings and
- It uses "like type" comparisons (similar here to the Edelman Trust Index findings - the most trusted person I know is someone like me).
He (almost) closed with what I would call a perceptual model for the future customer. He said the customer had to have the illusion of free will, of the availability of multiple paths for exploration and of the means to achieve several goals with the business. While the business is needed to provide it, the business reality is that the paths are probably pre-determined, that there is one process that is truly available and that one goal is there for the customer. Michael wasn't advocating this, he was saying that's what the business reality is and probably will be. This is very much the same concept in a somewhat different framework that Joe Pine 2 advocates in "Authenticity" which is fake real in a manner of speaking. My take on this has been more benign since I don't think that fake ANYTHING is what needs to happen but I do think that you don't need to own luxury, you need to "feel luxurious." You know the old saying, "whatever floats your boat?" That is what I mean, but the business has to see it from what it costs them to make the boat that the customer wants to float, and no one in their right mind can argue this is wrong. I do think there is an optimal state possible, though. I think that the engagement of the entire ecosystem of the company for the customer opens up options for the customer that give them increased degrees of freedom while at the same time allowing the enterprise to execute its business plan successfully. Meaning a "real real" collaboration. Primarily because there are a lot of forces involved in an ecosystem - not just one company and one customer but multiple value chains associated with either the customer or the enterprise. What Michael (though not in this presentation, more in discussions) and I make abundantly clear in our own inimitable styles is that business value and customer value while sharing the word "value" are two very different ideas that have to work in conjunction for both the customer to get what he/she wants & the business to get what it wants.
Pay attention to this "intent-driven enterprise" thing - its important and this is the first I've seen it. I hope that Gartner gets on board with Michael's thinking here. It would do them well to be more than cursory about it. This is really good stuff.



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