Beyond Command and Control - Deepstash

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Experience Customer Pain

Experience Customer Pain

  • Managers must directly feel customers' emotional pain to be inspired to change.
  • Abstract data doesn't inspire action. Leaders should spend significant time immersed with customers.
  • Only through first-hand experiences of flaws will they understand the need for change.
  • Remove management from offices into the field.


96 reads


Learning how to see is a critical skill management need to learn



93 reads

Focus on Customer-Driven Measures

Focus on Customer-Driven Measures

Track ability to meet customer demand (capacity) and satisfy customers (capability). Not costs.

Define capability through timeliness, right-first-time etc. Optimize the work system around customer purpose using demand, value and flow measures.

Abandon productivity and utilization metrics. 


65 reads

Change Through Normative Learning

Change Through Normative Learning

Rational change strategies fail. Presentations don't change mental models. Leaders must experience systemic flaws first-hand to be open to new assumptions. This normative learning is emotional and personal.

Logic alone causes defense mechanisms. Help leaders feel customer pain directly. This anchors the outside-in perspective.


60 reads

Study Demand to Improve

Study Demand to Improve

Studying demand patterns reveals treasure - a lever to improve. Gain deep knowledge of how your system attracts and retains customers. Listen, understand and clarify customer priorities.

Redesign work by value and flow, not function. Demand holds a mirror to system dysfunction invisible to managers.


51 reads

Manage Value, Not Cost

Manage Value, Not Cost

Managing costs drives costs up. Value and failure demand get hidden. Instead, manage value - design services to meet customer needs efficiently.

Cost focus causes dysfunction. Value focus aligns work to purpose.


51 reads

Improve How Work Works

Improve How Work Works

The system beats the individual. Work design limits or enables performance. Improve how work works together through cross-functional coordination guided by demand, value and flow.

Don't just develop individual skills. Optimize the environment.


46 reads

Leaders Must See the System, not Departments

Leaders Must See the System, not Departments

Learning to see system dynamics is critical but lacking in leaders.

Leadership expertise required is competence to deeply listen to demand signals. 

Study end-to-end processes. Diagnose demand, value and flow.


46 reads

The Back Office: Design Services for Customer Value

The Back Office: Design Services for Customer Value

Back office functions often optimize for cost and standardization, not customer value.

This damages customer experience. Design all services - front and back office - based on understanding customer demand and their definitions of value.

Let customer priorities guide how work is designed and coordinated to deliver maximum value.


41 reads



Education officer at museum


Beyond Command and Control is a book written by John Seddon. It was published in 2019. The book offers solutions to the UK productivity conundrum and is about business transformation and efficiency. The book received positive reviews and is considered to be one of the first books that can really bring about significant improvement in this field.

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