The myth of total control

I wanted to write briefly about the illusion of control and the false comfort that it brings. First, let me say that anyone that has ever worked with me knows that I am obsessive about preparation.  So, this blog post is in no way endorsing a lack of planning or preparation.

Instead, for me, it is about honesty and about truly being able to face fear and uncertainty.

Project Managers and Marketers seem to always want to project the image that everything is totally planed in the most minute detail and under control. To some extent it is part of the job.

But the reality is that nothing is truly under control.  Without going too Zen here, we are riding the wave.  Life is inherently not in our control.  Every adult learns that the first time tragedy strikes.  It is random, it is unfair, and most of all, it is unpredictable.  Tomorrow is unknowable.

We all know this, but yet in spite of this (and perhaps ironically because of the fear in this knowledge), we feel we must know all the answers and we must know them now. It is terrifying and paralyzing in the extreme.

My personal belief is that this limits my ability to accurately see, and respond to, the world.  I now try my best to say "I don't know" when I don't know something without any shame or defensiveness.  I also try to stop myself when I find that I am doing detailed planning based on too little information. When this occurs, I either get more information to support that detailed plan, or I accept that there will be a certain amount of uncertainty that needs to be accepted and I analyze what that really means in terms of risk.

What I don't do is let it stop me.

So, what does this have to do with New Media Channels and Technologies and Pharma Marketing? 

Everything I think.  Once you accept that the future is unknowable and that perfect planning is always impossible, it becomes much easier to feel comfortable that we can prepare based on scenarios and risk and take a few baby steps into social networking or blogging - or any other project for that matter.  We don't need all the answers first. 

We just need the foresight and determination to prepare as best we can and the courage to face the future.

Thoughts?

Comments

[Wendy B]

Loved this well-thought-out post Rob. You're so right. A few quotes I caught at the EyeForPharma conference last week supports your outlook:

> "You can choose to engage ... but you can't know what all of your outcomes will be." From Abbott's Simon Goldberg as he was discussing some of his company's Facebook and YouTube efforts.

> "Do it wrong - quickly." - Bayer Schering's Len Starnes quoting Mike Moran. In fact you might like this book if you haven't read it already: http://www.doitwrongquickly.com/ -- Do It Wrong Quickly: How the Web Changes the Old Marketing Rules

When it comes to project management, we can plan based on experience and do all the advance-work needed, but yes - some things are still out of our control.

When it comes to social and emerging media, the path for pharma has not yet been paved -- so the unknowns are many.

[Jon Moss]

Personally, I think you're right. If you always want to be "in control" and you feel comfortable when you are, this is not going to be a feeling you get very often.

Unfortunately, in Pharma / Healthcare / Medi Devices, the powers that be reside in times long gone, when they stipulated 110% total control. A modern, evolved brand / company, when leveraging the web, must be at peace with itself about the loss of control.

This is far from being a bad thing, with all the subsequent benefits of engagement, input and communication et al.

Preparation is key, but we have no crystal balls. If something happens, the proverbial you know what hits the fan on 10 speed setting, then deal with it in an honest way, and deal with it quickly. No faffing about. People will thank you for this.

When the board, HR, Medical Sign off, the slightly "dustier" departments realise this, then the Pharma companies will be able to function in the online world.