O poder de apostar na eficácia

Caro "notes" excelente contribuição (BTW, ainda ando a namorar aqueles textos sobre o têxtil no Canadá e Birnbaum):

"“doing things right” results in more efficiency, or improving a certain solution, while “doing the right thing” is a matter of effectiveness, or questioning the problem statement. (Moi ici: Recordar "A libertação", "Onde podemos ganhar?" e "Widen Your Options. How can you expand your set of choices?" sempre o ponto de não nos deixarmos aprisionar mentalmente pelo problema, qual elefante preso por um cordel, mas o de procurarmos fazer o reenquadramento do problema)
...
The vendor has two alternatives: support the customer’s (potentially erroneous) view of the problem, or educate the customer. Since customers are human and likely risk adverse, it’s also likely that the envisioned solution is closely related to what has been tried before. This corresponds to “doing things right”, a focus on efficiency, same as before but better or more of. On the other hand, educating the customer may uncover that he has been working on the wrong problem all along, i.e. tackling the “wrong thing”, which is ineffective no matter how efficient the specific approach.
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The prevailing vendor thinking is “if the customer says this is the right problem, then who are we to question that, especially if he is willing to pay?”. I propose that is a very detrimental business philosophy that compromises long term financial revenue potential for the vendor. Unfortunately very few vendors are immune to it.
I contend that educating the customer is much more financially profitable in the long run. Shifting the problem type has the potential for generating “step functions” in terms of revenue. That is because efficiency is quantitative in nature and therefore amenable to linear growth (there is a limit to “how much”), while effectiveness is a qualitative function that can generate non-linear growth. The risk for not challenging the customer on “the right thing” to be working on is that “doing things right” may not  generate results, and ultimately lead to a loss of the contract."

Este é o meu Evangelho nas empresas, o Evangelho do Valor, o Evangelho da Eficácia, o fugir das algemas mentais que nos aprisionam a uma visão do mundo que nos remete para esta posição e situação:

Basta estudar Marn, Rosiello ou Baker para perceber aquela função "que dá saltos" e não progressões lineares.

Trechos retirados de "Drucker’s “doing the right thing”, Superman’s Lex Luthor and sales strategy"