The Map is not the Territory

Running a business is of course a complicated business.  To deal with the complexity, most businesses set up systems to generate feedback so that decision makers can see at a glance, which parts of the business are performing well, or poorly, and overall how well the profit-generating system is working.  They have a map. 

The map, or scorecard, may be subdivided for different teams so that sales get their map, brand managers get theirs, category and product teams see their performance and finance see the overall impact on costs and profits.

In the eyes of business owners and employees, their map becomes the focus of their work and the map drives strategic and day-to-day decisions.

But the map is not the territory.

This map of Kerala in India gives no feel for the beauty and sensory richness of this part of the world, and how people there live their lives.  Just as a business scorecard, no matter how beautifully thought out and detailed can give a businessperson an insight into the lives of the people who buy their products.  

No numbers in spreadsheets can relay how it feels to hit the sweet spot on the golf club, how frustrating it is when you can’t open the packaging on the milk carton or the rush of pleasure from seeing your kids’ faces light up on Christmas morning.  When you gain this level of insight and connection with your customers, the context and emotional richness of their lives, then you know what needs to be done.

The map is a poor abstraction of real life and the danger is that businesses that only focus on the map will lose touch with the reality of their customers’ lives.

And then it is very easy to get lost.