Monday, July 10, 2006
Bob
The difference between process and procedure seems to have struck a chord. The former can help to liberate, while the latter can imprison. One can unleash, and the other can confine. Process is critical – procedure (in our business) is a killer.
Yet we still get it confused. Sometimes we think that there is only one answer, just one way to look at problem solving. If we follow the path, it will lead us to the one and only inevitable solution.
The distinction between process and procedure: "a process is any series of actions or operations viewed as a whole, with a start and a finish. A procedure is a series of actions or operations viewed as discrete steps." In the context of the discussion I feel that the semantics of process and procedure are subtle. I see things differently and from my somewhat brief experience in agency I feel that a lack of process and procedure can leave people scrambling to piece together the puzzle in an ad hoc and dislocated manner. Indeed process and procedure where carefully implemented can free time and resources in all areas of an organisation to focus on the creative elements required in a truly innovative environment. An alternate question might be not how to avoid the constraints of process and procedure at the expense of creativity, but how to refine it to allow creative thinkers to focus on adding value without being constrained by its implementation. I believe this is crucial in an Interactive agency looking for an edge in a rapidly diversifying cross-media environment with players that generally do process and procedure very well.
Posted by Nathan Maguire on 2006-07-11 01:36:14
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