"Everyone can do 'OR' but you can't win in a trade-off game" (A.G. Lafley from P&G)

Integrated Thinking Class Mantra - Everybody models and all models are wrong.

What is my model of Integrated Thinking? Part psychology, part philosophy, part imagination, but in the end, it’s all wrong because all models are wrong. The class material is fascinating with examples that are designed to make you THINK. I have noticed that unlike other classes, our discussions never end with the correct answer – or any conclusion at all. It is about thinking, not about concluding. This is a class in which you will get out what you put in.

In the very first class Dean Roger Martin introduced the concept and his research in a thoughful and inspiring lecture. He used examples that caused me to self-reflect. Who hasn't been guilty of choosing the lesser of the evils and moving on? The point of integrated thinking is not falling into this trap. A.G. Lafley indicated that he does not make an important decision or recommendation if everyone agrees. Consensus is an indication that they're missing something.

Interesting.

Today in class: Descriptive models versus Explanatory models – example was Mac’s market growth of 2% to 8% over the time it has been running the ‘Mac Guy’ ads. Was it due to advertising or was there other factors that played in?

- Vista launch made people frustrated with PC
- Better technology – Windows compatibility, better O/S, switch to Intel chips
- I-pod effect
- Apple Stores opening, therefore easier to buy
- Some PC manufacturers left the market

The point of the discussion was not to come to any conclusion, but to remind us to consider ALL of the models rather than the obvious.

As an ex-Advertising person, I have to say that I still think that Advertising was the MAIN reason for the market share growth. My model holds that while many of the above examples are true, the vast majority of people wouldn’t have known about them:

1. Vista --> Mac / PC joke about the Vista frustrations
2. Mac launched an ad a few years ago to announce the change in technology
3. I-Pod --> Cool ads, ‘nuff said

Remember though, everyone models and all models are wrong so my opinion is in no way right. What my classmates think is also not right. The point of the example was not to get a rise out of people like me, but to warn us against taking assumptions at face value.

A quotes from class that made me think: You can’t predict the shape of Jello until you’ve seen the mould (H. Simon, 1992).