Does your company worship at the altar of process optimization? Are they rolling out a new way to do things every six months? Does leadership proclaim this new tool, meeting, principle, etc. will finally solve all our problems? Look… while processes are undeniably important, they are not the end-all and be-all of what makes you a success or a failure. More often than not, startups do not need a lot of processes.
It’s never made sense to me that a small scrappy company would strive for a process so rigid that they only end up going through the motions and ultimately falling short of delivering on their true potential. Really all this is doing is giving up your competitive advantage to the bigger more established companies you are working against. Being small has its benefits, and one of them is less red tape to get things done. I’ve seen too many small companies, think they need to act like a “big” company with “big” processes. The sad reality is that most small companies follow the processes, but aren’t even close to living their principles. In other words, they forgot what got them here… and in many cases have no clue how to get to where they want to go next. At the heart of truly innovative and user-centric products lies a focus on people – both the teams creating the products and the users interacting with them.
The Pitfall of Process Overload
When companies become slavish to processes, they risk stifling creativity and slowing down innovation. Rigid adherence to established procedures can lead to a culture where employees are more concerned with following steps than thinking critically about how to solve problems. This environment can become a breeding ground for mediocrity, where groundbreaking ideas are overshadowed by the need to tick all the boxes.
Companies that focus too heavily on process often find themselves lapped by more agile competitors who prioritize flexibility and adaptability. These competitors understand that processes should serve as guidelines, not shackles. They are willing to bend or even break the rules when necessary to create products that resonate with their users.
The Essence of People-Centric Approach
For small companies and startups, the journey of growth involves constant evaluation of what strategies have been successful and what needs to change to achieve future goals. This requires a mindset that values people over process. Here’s why this approach is crucial:
- Fostering Innovation and Creativity: When team members feel valued and empowered, they are more likely to think outside the box and come up with innovative solutions. A people-centric approach encourages collaboration and open communication, creating a fertile ground for creativity.
- Enhanced User Understanding: Product managers and UX/UI designers must keep the end user at the forefront of their minds. This means going beyond user personas and analytics to truly understand the needs, frustrations, and desires of real people. By prioritizing user feedback and iterating based on real-world use cases, teams can create products that offer genuine value and satisfaction.
- Adaptability and Agility: The ability to pivot quickly in response to market changes or user feedback is a hallmark of successful companies. A people-first approach fosters an agile mindset, where the team is not bogged down by rigid processes but is instead focused on finding the best solutions to meet user needs. This flexibility can be a significant competitive advantage in fast-moving industries.
The Balance Between Process and People
This is not to say that processes should be abandoned altogether. Well-defined processes can provide structure and clarity, helping teams to stay organized and focused. The key is to strike a balance where processes support, rather than hinder, the people involved.
- Evaluate and Iterate Processes: Regularly assess whether your processes are still serving their intended purpose. Are they helping the team to be more productive and innovative, or are they becoming a hindrance? Be willing to iterate and refine processes based on feedback from the team.
- Empower Teams: Encourage team members to take ownership of their work and trust them to make decisions. This empowerment can lead to more engaged and motivated employees who are invested in the success of the product.
- User-Centric Development: Maintain a laser focus on the user throughout the development process. Use qualitative and quantitative data to inform decisions, and don’t be afraid to pivot based on user feedback.
TL;DR
Hire the right people, give them the right vision, and get out of the way. Of course you need guard rails within reason, but don’t make it bloated if it doesn’t need to be. At tech companies, particularly late-stage startups, putting people over process can be the key to sustained success. In my experience, there is no one-size fits-all solution here. We need to understand our teammates, as much as our goals, so that we can plan the best course of action for the company’s current situation. By fostering an environment that values innovation, user understanding, and agility, companies can create products that not only meet but exceed user expectations. Remember, processes are tools to aid people – not the other way around.