The Easy Answer

The easy answer, the acceptable answer, the answer everyone knows and agrees upon—is wrong.

It’s almost always wrong.  It’s almost guaranteed to be wrong.  Because if the answer to the problem is so well known, so easily grasped, why does it still persist?  Most intractable problems, the ones that we blame on politics or differences of opinion, are problems only because most of us are so sure of the answer.  

This particularly hit home a few years ago, when I was sitting in a lecture-style conference room listening to a presentation on technology and money.  The speaker was a high-ranking government official who was speaking with some passion about the issue of fraud—$60 billion of it.

At least, we had been told it was fraud.  Like everyone else in that room, I had heard politicians on both sides of the aisle beat the drum decrying the $60 billion of Medicare funds that—every single year, without fail—seem to be tossed away without much care: given to those bent on defrauding the government, or mailed out in checks to people who had already died, or were already sitting behind bars.

The easy answer to the problem was technology.  If we just shared our information better, between hospitals and prisons, between Medicare and law enforcement—if we digitized our records and used big data analytics, we could stop fraud in its tracks.  We could return that $60 billion to those who needed it most.  It was as simple as flipping a switch.  Except, if it was that simple, why hadn’t it been done already?  $60 billion mailed out to dead people?  I don’t think enough people in the U.S. die every year to even scratch the surface of that number.  The speaker I was listening to was skeptical, too—so he set out to investigate.  

It turned out that dead people, prison, and fraud were just a small portion of that $60 billion.  So what was it?  How were there $60 billion in improper payments?  To help us understand, he walked us through a typical scenario:  

Imagine a man is at home, taking some boxes off a shelf when he falls to the floor in pain.  His family rush him to the hospital.  Everyone suspects it’s a heart attack, but the doctor’s not so sure.  He runs a number of tests, but the tests aren’t conclusive.  The doctor and family make a determination on the spot: the man will stay overnight, just to make sure that everything’s okay.  The stay is billed to Medicare and the man recovers.      

Now, flash forward a week.  An examiner at the Medicare office is reviewing the payment from an objective standpoint.  It turns out that the symptoms and circumstances didn’t quite warrant an overnight stay according to Health and Human Services (HHS) regulations.  The doctor’s choice was in error, and so the examiner adds the payment to the stack of other improper payments—$60 billion tall.  

Well.  That’s not an error you can fix with faster computers.  It’s a subjective judgement from a doctor.  To fix it, you might have to actually step in between doctor and patient before they decide on the overnight stay.  It wouldn’t be the first time, because that’s exactly what many private insurance companies do.  They pre-certify, sending the auditor in before the decision is made.  While the family is gathered in the waiting room, behind the scenes, someone is validating whether a procedure or hospital stay is necessary.  The result: private insurance companies have far fewer errors and improper payments.  

This was all news to me, but the speaker didn’t leave it there.  Going the way of the insurance companies might not solve the issue, either—that was the easy answer.  Instead, the speaker called for a kind of analytics that could lead us in the right direction, one that linked policy changes to error reduction.  It was strikingly simple: just assemble a list of policy proposals to deal with the situation, and then determine how each idea might drive down the error rate.  This model would present options for policymakers, a kind of equation for them to balance.  For example, if you could drive down costs five percent, would it be worth delaying medical coverage?  Was it worth complicating logistics?  Was it worth adding paperwork to save $3 billion?  “What’s the right equilibrium in terms of pain points we’re willing to live with and the error rate we’re willing to live with as a trade-off?”  He asked.  “That’s the kind of analytics that we need to elevate the debate.”  

Debates in Washington could use a little elevating.  Not because everyone seems to be talking past each other, but because everyone seems to agree on their own version of the same easy answer.  And easy answers are rarely the right ones.  Yesterday, we awoke to the news that President Obama had fired the Commissioner of the Internal Revenue Service.  Pundits across the spectrum praised the decision, since firing someone is an easy answer to any crisis.  But no crisis is so easy to overcome.  Nobody knows that better than Danny Werfel, the speaker I heard discuss Medicare’s $60 billion problem back in 2011.  He understood the problem with easy answers back then and he probably understands the problem now.  Which is why it was so fine to see the newspaper headlines this morning announcing Danny Werfel as the new Commissioner of the Internal Revenue Service.  Let the solving begin.

 

The Responsibility to be Bold

What can we learn about decision-making from the Supreme Court?

Discovery is expensive.  To gather a team and procure a boat and set sail across the seas.  To hack through the jungles of the Amazon, swatting flies and taking samples of plant leaves.  To return and synthesize the enzymes of those leaves, testing them against a host of maladies and hoping—just hoping—that one out of a hundred, one out of a thousand, even—is effective at treating a disease.  It’s an expensive and time-consuming proposition, so it makes sense that once you actually do discover something—a plant that treats breast cancer, for example—you’d want to protect your right to turn all of that work into some measure of success and profit.  Surely you can patent the drug, maybe even the method of treatment and delivery, but can you patent the plant leaf itself?  

That’s the question justices at the Supreme Court have been mulling over this month in a trial on gene patents that’s expected to define the future of the medical industry.  Are genes “a product of nature” or a “human-made invention”?  According to current law, companies can and do patent genes, meaning that any researcher who wants to explore this aspect of the human condition must first pay a price to the discoverer of that gene.  This makes basic research expensive for general scientists, retarding other discoveries—but as one Justice asked: “Why would a company incur massive investment if it cannot patent?”  

It’s a complex issue, with broad-reaching effects on the future of science, medicine, business, and basic health—just the kind of issue that the Supreme Court was designed to decide.  The problem, though, is that it doesn’t seem to want to decide.  The New York Times headline says it all: “Justices Seem Wary of Bold Action in Gene Patent Case.”  As a result, the court could very well make a narrow ruling, one that applies to this specific case, rather than to the industry as a whole.  It’s not an uncommon tactic for the court to take.  Just a few weeks ago, similar headlines swirled around the court’s gay marriage cases, with some observers noting that the court looked like it might lean towards a narrow ruling that applied only to California.  What can we make of this wariness for bold decisions?  

If they have this unprecedented power to affect change, to shape the future, to actually be heard in the debate—why would they shudder from boldness?  After all, isn’t boldness not only the special privilege, but the special responsibility of the court?  To get to the answer, it’s worth looking at how the court comes to its decisions:  

Courts represent some of the oldest decision-making bodies in society, and the way that they operate is very distinctive: researching issues, gathering multiple perspectives, listening to competing arguments, debating amongst themselves, and then finally voting and explaining their particular reasoning.  It’s a process of discovery—just like the scientific method; only instead of discovering scientific truths, it’s aimed at discovering legal truths, moral truths and ultimately, personal truths.  A process for discovering what they think about an issue.  In a recent interview, Justice O’Connor noted just how unique the court was as a government branch—not because of the wisdom of its decisions, but because of the honesty: every decision it makes has an explanation that says ‘here’s what we were thinking on this.”  The President isn’t required to explain the step-by-step reasoning of every decision, nor is Congress.  Nor, for that matter, are most executives, or journalists, or individuals.  

It makes you wonder what the world would look like if everyone did.  Show me your thirty page ruling on why you decided to go to college.  Or why you decided to buy a new car.  Or why you decided to go out on your bike this Saturday instead of meeting up with friends.  Show me your ruling on getting married.  So many decisions don’t lend themselves to 30 pages of meticulous reasoning, or 30 hours of reading briefing books and months of discussion and debate.  But that doesn’t mean that many decisions wouldn’t benefit from this level of scrutiny.  How much better might our choices be, and how much more comfortable would we be with them?  

It’s easy to scoff at the thought: who would want to look at life through such cold, calculating eyes, reducing matters of passion and preference—matters often of the heart—to this academic exercise?  Except a quick look at any courtroom will show that the process is anything but cold and passionless.  Though rulings strive for fairness, they are far from the ideal of objectivity we call for in “fair-and-balanced” reporting.  A judgement by its very nature is unbalanced, it’s a decision, a choice—and often a binary one: guilty or not guilty, plaintiff or defendant, right or wrong.  Just because you write down the factors that influenced your decision doesn’t mean those factors are cold and passionless—or even that they would make sense to someone else.  What matters is that they make sense to you.  

It’s not an easy process.  If you applied it to every decision, you might be frozen in indecision.  Burdened by the complications of competing arguments, you’d have trouble even getting out the door in the morning.  Last month, when Sandra Day O’Connor said that all of the justices have lunch together, Jon Stewart joked about what it must be like trying to get everyone to decide on take-out: Italian or Chinese food, pizza or egg rolls?  It’s clear that the court’s decision-making process isn’t designed for these kinds of everyday choices—instead, it’s built for the bold decisions, like gene patents and gay marriage.  But there’s an inherent problem here, too:  

The process is too good.  It’s so thorough, so adept at uncovering complications and competing interests and factors, that it brings to attention the fact that every issue is unique.  Every question is its own equation.  And few—if any—should be decided by broadly-defined, boldly-declared blanket principles.  This is the fundamental paradox of the Supreme Court.  Their job is to make bold decisions.  But their process for discovering issues is so good it calls into question the wisdom of bold decisions.  This sucks for the court, but it’s a useful revelation for the rest of us.  

It suggests that every decision has so many complicating factors that we should—at the least—list them out, understand where they came from, engage competing perspectives and try to build a working model for how they interact.  It also suggests that broad principles like: “I never like to wake up early on Sundays” or “I’m never going to purchase a foreign car” or “I will always vote Democrat” probably won’t serve every occasion well.  In fact, they may actually blind us to more meaningful choices.  

Broad principles are useful in organizing our values, but we shouldn’t confuse them with the values themselves: they’re really just shortcuts that take the place of actual thinking.  Oh, which color car do I want?  Well, red is my favorite color so I’ll buy a red car on principle.  Should we get married?  Well, I always liked blondes, so yes, let’s tie the knot.  Should I go out on the boat today?  Well, I enjoy thunderstorms, so why not?  Broad principles poorly applied have led to plenty of poor choices, from used cars to divorces to Coast Guard rescues—and the more broad principles you have, the more likely you are to apply them in the making of poor choices.  But having too few broad principles isn’t good either.  It can paralyze you, leading you down a road of endless research and discovery, unable to take decisive action.  

So what’s the proper balance?  Something in between the Court’s 30 page decisions and our 30 second ones—between carefully considering every choice and following the familiar path of precedence.  After all, discovery is expensive and time-consuming, whether you’re hacking through the jungles of the Amazon or Amazon.com.  How, then, should the court rule?  Like the rest of us, it has to be bold and considered...but not all the time.  Yes or no, plaintiff or defendant, guilty or not guilty—these decisions are secondary.  Ultimately, the most important question is: is this one of those times?

 

Steve Jobs and Values

Steve Jobs stands looking at a heap of old laundry.

Inside are shirts with stains around the collar, yellowed by long walks up and down Waverly Drive near his home in Palo Alto, or strolling along the paths just outside of Pixar, where he’d step into the sun with John Lasseter or Ed Catmull and discuss the latest iterations in RenderMan — the computer animation software engine — or character development. 

Inside, also, are the world-famous black mock-turtlenecks designed by Japan’s famed Issey Miyake; an emblem now as much as a style.  Steve has a closet full of them—or did; now that closet is mostly empty and the clothes are here, piled high in a hamper with the usual dirty socks and worn jeans.  In need of a wash.  But— 

Steve Jobs needs a washing machine.  And NeXT, his software company, doesn’t make washing machines.  Neither does Pixar.  He’ll have to buy someone else’s product.  At first glance this is an easy choice.  Find the proper balance between price, features, and reliability. 

But to Steve Jobs, nothing is an easy choice. Here’s just a handful of factors:

  • How much water it uses
  • How much detergent it uses
  • How much power it takes
  • How long it takes
  • How rough — or easy — it is on clothes

Using these criteria, Jobs narrows it down to two basic options: a more standard washing machine available on the American market, or something a bit different from Europe. Different would seem the most natural choice for this most unnatural of choosers, but it’s not that easy.

Jobs sits his family around the dinner table, a long wooden plank obliquely jammed in the kitchen, and over spare plates of pasta and fresh herbs from the garden, he dissects the case: 

The American washing machine is faster at getting the job done, but the European one is more efficient — using less water and less detergent.  In fact, its efficiency pays off; the machine is much gentler on clothes, so in theory they’d last longer.  Fewer edges frayed and less lint to clean out of the dryer filter.  Jobs looks around the table; one child under ten and in a few years, two more to come.  What do they value?

Kids dirty their clothes pretty fast, so a fast washer might be a good choice.  But kids also climb trees, fall off bikes and play in the mud: kids are harder on clothes — so a gentler washer may make the garments last longer. 

Then again, kids grow out of their clothes in just a few months—fewer months than it might take for even a rough washer to wear those clothes down.  But, of course, clothes don’t end their journey at the first child; sometimes they’re passed down to a younger sibling or dropped off at a clothing drive.  

The issue of detergent raises more questions.  Less chemicals to damage the environment is a good thing when you have kids.  And less wasted water matters a great deal in a state—California—that suffers frequent water shortages. 

Jobs and family run down the options over dinner, night after night—for weeks.  What’s the argument for either side?  What’s the argument against?  What are our values? Finally, they settle on an answer:

  • We value quality over speed
  • Conservation over price
  • Design over immediate convenience

 
German Flag Jobs.jpg

But it wasn’t just about how they looked or even how they worked that made the difference: “We ended up talking a lot about design,” Jobs said, “but also about the values of our family.” 

Values motivated Jobs and his family and the choices they made on a washing machine back in the mid-1990s.  And it’s driven the success of Apple through its remarkable turn from near-bankruptcy to the most successful company in the world.  Values underlie our decision-making, and in turn they underly the decisions of creators and innovators like Jobs and John Lasseter and Jony Ive.  

Ive, Apple’s Senior VP for Industrial Design, furnishes a classic example.  In designing the first iMac, he took the value of approachability seriously.  He recognized that the boxy, server-like towers used in desktop computers at the time—and their jungle of wires and peripherals—made the entire desktop experience intimidating.  Computers back then seemed like complicated and fragile devices that at the sound of one wrong keystroke or tap might self-destruct.  This intimidation and fear was an emotion, and emotion was something usually left to marketers writing advertisements.  Tell people it’s nothing to be afraid of and your job is done.  It made for compelling ad copy.  And that was that. 

But for Ive that wasn’t that.  Because fear is a corrosive emotion, and the idea of approachability is more than an idea, it’s a value.  Something that should be expressed in the design itself.  Ive decided that everything was on the table.

  • Shape. 
  • Size. 
  • Color. 

He toured candy factories to select just the right shade.  He exploded the idea of the old PC tower and realigned the circuit-boards to fit inside the CRT display.  But still it wasn’t enough.  A computer might be the same color and even suggest the same shape and smoothness of candy, but a bulky piece of hardware just wasn’t something you could snatch up off the table like candy.  Until it was: Ive added a handle.

The handle on the iMac wasn’t there to be functional; in fact, it was a headache for Apple’s engineers to manufacture.  The number of customers who carried the iMac from room to room as they went about their day could probably be counted on one hand—but the handle wasn’t meant for their hands or the hand you counted them on. 

It achieved the value of approachability so well that Apple sold 800,000 in the first 5 months—a third of them to first-time buyers who for the first time, weren’t intimidated by the idea of a desktop computer. Jony Ive was once one of them.  

Values underlie the best innovations, even those that seem like incredible leaps:

Why do you put a handle on a desktop computer?  Why do you design a car with three doors?  Why do you fund a space program?  The standards we usually measure things by break down:

Is it profitable, the businessman asks?  Is it going to get us votes, the politician asks?  Will it sell tickets, or books?  Will it sell at all?

These standard measures fail to explain exceptional cases.  But the application of values suggests that every success is an exception.       

And yet, values are rarely quantified in theories of innovation and creativity.  Here, in this realm, discussions of brain science by writers like Jonah Lehrer or concepts from psychology by Malcolm Gladwell dominate the field.  In the arts, muses and medication—or spirituality and meditation—are the supposed fountainhead. In the business canon, influential thinkers like Clayton Christensen focus on disruptive innovation and its effect on industry entrants vs. incumbents.  Where do values appear in these contexts?  Perhaps the closest comes in fact from Christensen, whose theory predicts that all great innovations fulfill specific jobs-to-be-done.  To be successful, he suggests, a business shouldn’t slice its customers into segments like soccer-moms, it should find out what job it’s helping them to get done. 

Values go one step higher, asking not just what job needs to get done, but why; what’s the core belief or concept motivating that need?  Because when values change, it’s usually more than a few features that need to be refined; often, an entire category of life must be re-imagined.

 
Farm Quote.jpg

Air travelers are more interested in convenience and price than they are in speed, and yet the airline industry is still based on relatively fast aircraft operating in an inconvenient and aging infrastructure.  Grocery store shoppers measure value by food quality and ease of purchase, and yet maximum variety still dictates the basic store as a sprawling metropolis of aisles and checkout-lanes.  

These gaps still remain between what people could—and should—have, and what currently exists.  Few have ever had a really good bank.  Or a really good wireless service provider.  Or a really good public transportation system—even a really good commute.  What about a good government?  Most of the time, these areas aren’t broken, they just fail to “delight” the customer, as Apple is apt to say.  When was the last time you were excited by an announcement from your car insurance provider?  This isn’t failure, it’s just less than optimal—and will continue to be as long as businesses, management, and citizens and consumers alike accept incremental innovation as improvement.     

Comcast introduces new cable channels and DVR interfaces all the time; these innovations sustain the business, but they’re not the kind that have people excited about Apple’s rumored TV.  That product is repeatedly said to be “revolutionary.”  Of course this gets people excited, as anything new does; but the goal of innovation is not revolution, which generally changes the way we see the world.  

Instead, innovation is about re-imagining the world to better align with the values that already mean the most to us.  “Better” can mean faster.  Cheaper.  More efficient.  But sometimes it can mean slower.  Expensive.  And less capable.  Just like Steve Jobs’ washing machine.  Both options would have cleaned that dirty laundry.  But only one put a spring into his step: “They did such a great job designing these washers and dryers. I got more thrill out of them than I have out of any piece of high tech in years.” 

 

Notes and Sources

For more on John Lasseter’s innovations, listen to this compelling interview Charlie Rose conducted late last year:http://www.charlierose.com/view/interview/12024  

For more on Ed Catmull as a business leader — and computer scientist — watch this lecture he gave via Stanford U.: http://www.youtube.com/watch?v=k2h2lvhzMDc  

Steve Jobs discusses his washing machine selection in this interview from Wired (at the time known as HotWired) by Gary Wolf.  See the last question: http://www.wired.com/wired/archive/4.02/jobs_pr.html  

Quotes from Jony Ive appear in this interview in The London Evening Standard by Mark Prigg:http://www.thisislondon.co.uk/lifestyle/london-life/sir-jonathan-ive-the-iman-cometh-7562170.html Ive: "Our goals are very simple — to design and make better products. If we can’t make something that is better, we won’t do it.  Most of our competitors are interested in doing something different, or want to appear new — I think those are completely the wrong goals. A product has to be genuinely better. This requires real discipline, and that’s what drives us — a sincere, genuine appetite to do something that is better.”

For more on the state of California’s water debates, visit a 2009 report by the Public Policy Institute of California on water myths (http://www.ppic.org/main/publication.asp?i=890) or read this concise history that describes LA’s search for water led by Superintendent William Mulholland, a driven innovator in his own right whose innovations included the construction of the world’s most advanced aqueducts.  This later led to the bombing of those aqueducts by legitimately irate farmers and to dams that failed and flooded whole communities.  http://www.laalmanac.com/history/hi06de.htm       

The story of the design of the iMac comes from a variety of media reports and programs, but its rendering in Isaacson’s “Steve Jobs” has a great dissection of the handle argument in Chapter 27: http://books.simonandschuster.com/Steve-Jobs/Walter-Isaacson/9781451648539   

Jonah Lehrer’s approach has been soiled by the author’s own undoing, or perhaps it was the source of that undoing, as documented in detail here: http://nymag.com/news/features/jonah-lehrer-2012-11/    

Clayton Christensen’s theory of disruptive innovation is best presented in his second book on the subject, The Innovator’s Solution: http://www.claytonchristensen.com/books/the-innovators-solution/  The discussion of how a restaurant redefined its milkshake offering by looking at jobs-to-be-done is worth the cover price.  His further concepts of integrated vs. modular approaches, his insistence that industry entrants focus on non-consumption, and his framework for understanding companies through their resources and values earn him current standing as the number one most influential business thinker by Forbes. http://www.forbes.com/sites/frederickallen/2011/11/15/the-worlds-most-influential-business-thinkers/