Balance is extremely important in life and running a business. When we set goals we can concentrate so much in one direction that something extremely important gets lost or eroded in the process. At one time Delta Airlines worked hard to get their planes to arrive on time. The consequence of their focus on delivering this outcome resulted in countless passenger bags not reaching their destination on time. One obsession hurt performance in another aspect of the business, customer service. It’s like a tug of war. If there’s no one resisting on the other side there’s a loss of balance.
There is no more important place for business to balance then subjectivity and objectivity in operating your company. You need both to run a successful business, yet too frequently the business is off balance, relying on one over the other. It’s a high level aspect of business that I feel too frequently business owners and managers overlook or simply don’t recognize.
Subjectivity is the emotional aspect of your business. It’s the squishy part that propels you forward. It’s your commitment to a cause, quality, production, BHAG, Brand Promise, the reasons you are in business, including your core values and purpose.