Andrew McAfee and Erik Brynjolfesson started writing about the impact of AI and machine learning (ML) almost a decade ago. They teach at MIT’s Sloan School of Management and their early books, “The Second Machine Age: Work, Progress, and Prosperity in a Time of Brilliant Technologies,” and “Race Against the Machine: How the Digital Revolution is Accelerating Innovation, Driving Productivity, and Irreversibly Transforming Employment and the Economy,” provided deep insights into how the era we live in would unfold. We saw a lot of their ideas on display recently at TrailHeaDX Salesforce’s developers’ conference in San Francisco.
In a recent interview with McKinsey, McAfee says that few executives, even the ones pursuing digital futures for their organizations, have sized up the potential impacts,
Even though they see a lot of disruption coming, I still think that many really smart, well-managed companies are underestimating the scale, scope, and speed of disruption this time around.
Perhaps the greatest challenge all leaders face is better separating the threats from mirages or the things that will and won’t change about running a business in light of advanced technologies, for instance,
Articulating a compelling vision that will attract talent, customers, and stakeholders; being true to that vision; and managing the culture that you’ve created to go tackle those visions. Those are deeply human skills, and leaders who are good at them are going to become even more valuable.
The clear implication is that machines are doing the rote work and humans have to gravitate to the higher value add activities. That’s what makes Salesforce and TrailheaDX so interesting. From the outset the founders, Marc Benioff and Parker Harris, intuitively understood the importance of culture-building. They’ve always strived to make the business about something bigger than making money or even building a great company.
We all know about the company’s famous 1:1:1 business model in which it donates one percent of its profit, product, and time to charitable causes. While the fundamentals of the model haven’t changed, perhaps in a nod to Brynjolfsson and McAfee, Salesforce has broadened the culture quest to encompass as much of the outside world that’s relevant to its mission as possible.
They now talk about the Ohana, a Hawaiian word for family and like any well functioning family, they concentrate on the success of their members. This translates into the vision of Salesforce’s Trailhead as a training vehicle for users but more broadly as an approach to helping people develop the skills needed to secure good paying middle-class jobs.
Fundamentally, Salesforce may be a very successful technology company but it is also a strong culture play. In fact, the company and its products apply McAfee’s digital disruption analysis well. Products like Einstein and the Analytics Cloud help customers to grow into a world of relationships dependent on analysis and statistics rather than gut instinct while simultaneously offering a vision of a culture focusing on the customer and the employee.
All of this came into focus at TrailHeaDX conference in San Francisco. Trailhead, the product, is a self-paced learning and certification environment that teaches all levels of users about the Salesforce platform, Lightning. The platform offers users ways to develop and maintain systems based on no code, some code, or a lot of code depending on the task and the user’s ability.
But more than this, the digital disruption has enabled app developers to take much of the work out of being a customer. We used to talk a lot about the customer experience until we learned that customers value plain old vanilla competency in their dealings with us and not a grand show. It was a subtle change and we discovered we can only be really good at the blocking and tackling if we can anticipate customers’ needs which exposed the need for AI and ML. By successfully anticipating customers we can shorten the interaction time and demonstrate our competency.
But note that this change requires building capabilities into software which is not trivial and is, frankly, best done by the software itself and not a coder. That’s why the platform has become such an integral part of any software vendor’s arsenal. It’s also why something like Trailhead has become a vital part of Salesforce’s overall offering.
My two bits
It all fits together but we aren’t at our destination yet. The digital disruption should be considered as the mountain we need to climb before we get to the promised land. Platform technology frees us by generating running code and splicing together analytics, process flow, and quite a bit more. With our new freedom we can devote more resources to dealing with the interpersonal parts of customer relationships that people are good at and machines are not. It would be a mistake to think that we can reap a technology dividend by simply removing people from all of our processes. That’s why, to do the people part we need a people focused culture within a business and this includes the people we call employees.
So, in my mind, TrailHeaDX was a lot more than a developers’ conference. It certainly was that but if that’s all you got from it, next time bring your boss and culture visionaries because even if they can’t write a line of code, the culture part is large.
(Cross-posted @ Beagle Research Group)