This column appears in the February 2010 issue of Connecting Rochester magazine.
Alan M. Webber is the co-founding editor of Fast Company magazine, one of the fastest growing business magazines ever published.
So when my cousin Doug Miller of Fishers Development Group recommended Webber’s book, he knew it would get my attention.
Before Fast Company, Webber was the editorial director and managing editor of the Harvard Business Review. He also swam in the deep waters of federal, state and local government contributing to the progressive transformation of Portland, Oregon in the 1970s.
I’ve just finished Webber’s Rules of Thumb: 52 Truths For Winning at Business Without Losing Yourself. The lessons he’s documented could serve as a textbook for every size business, and save many of us from self-inflicted wounds caused by an inability to see through to accepted truths.
The rule that speaks loudest to me about our information age is Rule #32 – Content isn’t King. Context is King. My need to have clear, comprehensible information has grown almost as fast as my ability to gather more and more information about any topic imaginable. I have an intense desire for resources that will help me make sense of the piles of data that I can summon in just a few minutes with my fingertips.
Context, Webber explains, was why an article in the Harvard Business Review carried more weight than one in most other business magazines on the rack. And Context was why Fortune 500 companies paid more for advice from McKinsey than from the thousands of new, untested consulting firms. “Information is a commodity,” Webber writes. “Context creates value.”
In journalism, objectivity is a goal to which many say they aspire. But Webber says the notion is illogical, and I agree. We can have rules to guide us through source confirmation and fact checking, but they don’t really impact the deep decisions that steer our minds to the finished product.
How do we decide what to leave in a story, and what to leave out? What do we start with and what do we bury at the end? What descriptive words do we use to color the facts as we report them?
While working on a piece for HBR with Citibank’s legendary Walter Wriston, Webber was given a quick lesson on content versus context. “Every day I’m presented with three types of information,” Wriston said. “Facts, wrong facts, and damned lies. My job is to know which is which.”
That should be our job too in business, whether we’re looking at performance metrics or customer feedback. “What we value most is a trusted point of view,” Webber writes.
That’s what we pay our top people to do, and it’s what the best bosses want their “value-adding employees to be doing – evaluation, interpretation, analysis, synthesis, perspective, judgement – context.”
Information is cheap and bland, Webber says. “What we should hone as our own capability – is a convincing, compelling vision of how the world looks. What’s valuable is having your own point of view and having the confidence to express it,” he continues. “Anything else is available 24/7 on the Web and everywhere else – which makes it worthless.”
Webber’s 52 Rules are catalogued in a way that makes this book a great daily or weekly business reader. Very digestable chunks of context, worthy of your time.
Rules of Thumb: 52 Truths for Winning at Business Without Losing Yourself
By Alan M. Webber (Harper-Collins, 270 pp., $24.99)