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Part 2: A good and generous king
Sep 27, 2006
(This continues A good and generous king, one of the most popular columns in recent months. A number of readers posted responses that showed an impressive range of interpretations. So to mix things up a bit more, I thought I'd continue the story. -mh)
- - -
...continued:
A few years later, the cathedral stood completed on top of the palace hill. Peasants across the countryside could see the tall, gleaming spires whenever they looked up from their work in the fields. The king, in turn, had a commanding view of the entire region, whenever he climbed the spiral staircase to the topmost turret. There was no question in the king's mind that the cathedral was projecting strength and power for miles around. "And," the king often thought, "this all came from asking my subjects their opinion."
One day, as the king held court in the throne room, he summoned his three advisors. "Wise men," the king said, "the cathedral is complete, and your king is shown to be strong - all because I asked my subjects." The advisors bowed.
"What is my greatest opportunity today? I ask you only to name one thing I must improve in order to make the kingdom yet stronger."
The first advisor said, "You are the kingdom, lord. And so whatever you desire, to be happier or live longer, should be your command."
The second advisor said, "Stained glass would make the cathedral much more beautiful, if we hired the finest artisans to create it."
"Intriguing ideas," said the king. And turning to the third advisor he said, "What do you say, magician? As you know, I've already asked my subjects, so now you must give me other wisdom."
The third advisor thought for a moment and said, "King, I have researched the kingdom by talking to some subjects myself" - here the king raised an eyebrow - "and have determined that iron, lord, can make the kingdom stronger. If more of your subjects had access to iron, they could -"
"Enough," the king said, waving off the magician. "I know the rest. Stand aside while I ask my subjects. Guards!"
The three wise men stood aside, watching, as the king's guards brought in several subjects: the cathedral architect, the armorer, and the blacksmith.
The king addressed the subjects. "Men," he said, "I brought you here because you all make use of the iron brought into the kingdom. I ask each of you: how much better would you operate if you had better access to iron supplies?"
The architect, armorer, and blacksmith all said they were satisfied with the iron they were allocated. "The cathedral was made strong by many wagonloads of iron," the architect added.
After dismissing his subjects, the king addressed his advisors again. "I have conducted my survey of those who use our iron," he said, "and they are all satisfied. I hear no one asking for more iron." Now the king looked at the third advisor. "Beware," the king said. "Do not advise me falsely again. I will demand much better words next time. In the meantime, I will consider stained glass for the cathedral."
The advisors bowed and departed.
Nice story about audience bias.
This is also a good allegory of the Innovator's Dilemma - Clayton Christensen. Good and strong kingdoms missed disruptive changes by listening to their customers, and ignoring trends and needs of potential customers, which the seeming barbarians won over with relative ease...There was no direct attack on the kingdom, their economy simply withered as subjects found alternatives and moved away.
I had a similar thing with an insurance client doing a CRM transformation. The point was to provide web and phone channel access to a business driven primarily by its face-to-face or direct phone contact with agents. So when we told these agents that clients want access in different ways and times, their response was "none of my clients do." If the CEO had listened to that, the much larger potential market of clients who do want and need that, as well as anticipating the changing need of the exixting base, would have been missed. Not to mention the ability to offer the same great service at even bigger relative margings (assuming a lower cost to serve/sell per client in the new model).
Poor misguided king. How to get him to actually pay heed is the challenge...
I think this story exemplifies the challenge of developing and executing effective market research.
a) We often start with a comfortable hypothesis ("make my kingdom stronger") and look for what validates rather than opposes our assumptions.
b) There's frequently a failure to define the question accurately (what is meant by "the kingdom"?)
c) We'll rephrase questions on assumption. Example - "more subjects with access to iron" does not mean we should ask iron workers if they need "better access to iron"
d) Finally we'll glance over the results of this research, ignore the deeper revelations and make erroneous conclusions with no basis of popular vote.
Overarching all of this is a kingdom where there's a general lack of honest opinion, constructive opposition and true consensus. Ironically this is part of what is required for a "strong kingdom". The saga continues...
Excellent! Very well put, James.
The king should take off his robes...put some plain clothes in and go walk around common people. He should listen to their everyday problems and concerns without intimidating them. Then he should make some use of his cathedral...
Instead of spending money on showing everybody his strength, he should spend money on educating his people and raising his economy.
Long live the king :)
Actually just now (and not until having read the second part) do i see the similarity to what we in the USA are dealing with. I know this going to bring some heat but thats what were here for some good discussion. Im choosing not to take a position here because I just dont care for or have the patience for politics however I think Mr. Bush is putting his kingdom so to speak in a similar situation. Just replace the cathedral with the hunt for terrorism and the advisors for the House and the Senate and "subjects" for us ie a group that isn't really being listened to nor seems to be having any profound effect on the kingdoms need for strength.
Ah, the king is also a wise man, right?
He does not want his peasants to have iron -- they would threaten his reign. And, by no coincidence, the peasants he summoned were the ones most likely to threaten him (or to really appreciate those stained glass windows). And, he deliberately posed an intimidating question and the peasants knew the safe answer was to say, 'No' to the iron.
If the third advisor had said the peasants wanted banquets or baths at the cathedral -- something less threatening (but useful) -- the king may have listened.