Process Before Speed
By James Orsini, Chief Operating Officer of VaynerMedia
I can’t help but feel we are experiencing a culture of impatience. We’ve grown accustomed to hating process and the desire to quickly advance to the result. It is challenging the very core of our society in so many ways: Do we really need to go through the process of collegiate learnings? Can’t we move right to being successful businessmen and women? Why not just genetically modify our foods to grow faster? Do major league baseball players really need to mature through their college years? Can’t we just grab high school players as our top draft picks? Sound familiar?
We are all seeking quicker ways to a shorter route. “Patience is a virtue,” has fallen by the wayside. I blame some of this on the lack of interruptions in our lives. Interruption by its nature breeds patience. Think of the traditional media landscape built on disruption: TV, radio, magazines… all interrupting us. Interrupting our schedule to make sure we tune in at a date and time to a favorite TV show, interrupting our dancing or singing with a radio commercial, interrupting an article we were reading with an ad insert. Today, we’ve birthed workarounds to remove these interruptions, like Netflix, podcasts and website ad blockers. In so doing, we’ve removed patience from the equation entirely. Where is the quick fix?
Maybe I’ve always wanted to look like a body builder without spending 4 hours in the gym daily or eating my kale. I’m still hoping to get this same result by taking a pill which I can wash down with a donut and soda daily. Recently, I’ve seen so many folks bail or jump ship because they just can’t handle the process required.
Coming off this long holiday break with my children, I’ve been demonstrating how a proven track record allows us to speed up the process. Driving routes become faster because shortcuts are known, lines shorten when we know how to apply fast pass, vendors answer my calls quicker when you’ve established a track record for paying on time. I’ve tried to demonstrate process and proven track record has in fact lead to greater speed. Isn’t that oxymoronic?
I work for Gary Vaynerchuk, a world-renowned entrepreneur and business leader. He is ALL about speed. That said, his speed comes from years of process and a proven track record. He’d be the first to tell everyone he was stealth in his early years, going through the process. It involved years of learning, observing, listening, and testing before doing, but it eventually led to preaching and imparting his knowledge to others. That honed process has enabled him and his companies to move faster than most today. With each success and proven track record, his ability to make decisions and execute speeds up even further. In a brilliant move, he has recently begun hiring folks who have gone through their own process. He leverages their proven process and track record to speed his even further. In hindsight, it is an appreciation of process (his or others) that he leverages to speed his own decisions and executions.
Remember even the fastest race car drivers today had to go through the process of learning to drive, passing a test, and getting a license. Process improves speed. Speed without process is nothing more than reckless.