Circumstance-Contingent Thinking

I read The Innovator’s Solution (not trying to be redundant I know that I wrote that in a previous post) and I wanted to share a point that stood out (many other points I confess went straight over my head). In the chapter "The Growth Imperative" the authors, Christensen and Raynor, C&R discuss theory and the forces that shape innovation. Theory is the process by which managers or people in decision-making positions make decisions. According to the C&R, “The problem is that managers are rarely aware of the theories they are using- and they often use the wrong theories for the situation they are in.”

I, at first, thought of my previous managers and their decisions and I personally understood C&R’s statement. But then I applied that statement to myself. I am not managing anyone but the thought that I am not aware of what theory I am using when making decisions about Interlogues resonated in me.

C&R don’t leave you out there, hanging. They give you the steps to build a solid theory, which they state requires three stages. I won’t reiterate here what those stages are, but refer to page 12&13 when (or if) you read that chapter. The second stage of categorization impacted me the most: Defining the right and relevant categorization of circumstances. “It is the ability to begin thinking and acting in a circumstance-contingent way that brings predictability to our lives.”

Wow and Wow! Circumstance-contingent thinking! For me that was huge. At first I was thinking about another way to position the tool but after a day of processing the information it hit me – bang – in the forehead. The decisions I have made in defining Interlogues have gotten too layered. My vision is big, but the tool and idea are really quite straight forward. I have a business plan and marketing plan that is too top heavy. It is not based on a circumstance-contingent type of thinking and decision making.

So, last week I removed a layer of complexity from Interlogues which opens it up to bigger possibilities for its customization and personalization. I tell you I was excited. It took a day or so after reading that chapter for me to reach this AHA! moment, but when I did reach it, I celebrated (in my own no party-like way)! I thank BTLE (the investor I introduced in a previous post) for gifting me the book. I read it and I hope you do too.