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by Carlo M. Cipolla
illustrations by James Donnelly

THE FIRST BASIC LAW of human stupidity asserts without ambiguity that:

Always and inevitably everyone underestimates the number of stupid individuals in circulation.

Stupid Person No. 1

At first, the statement sounds trivial, vague and horribly ungenerous. Closer scrutiny will however reveal its realistic veracity. No matter how high are one’s estimates of human stupidity, one is repeatedly and recurrently startled by the fact that:

a) people whom one had once judged rational and intelligent turn out to be unashamedly stupid.

b) day after day, with unceasing monotony, one is harassed in one’s activities by stupid individuals who appear suddenly and unexpectedly in the most inconvenient places and at the most improbable moments.

The First Basic Law prevents me from attributing a specific numerical value to the fraction of stupid people within the total population: any numerical estimate would turn out to be an underestimate. Thus in the following pages I will denote the fraction of stupid people within a population by the symbol å.

THE SECOND BASIC LAW

Stupid Person No. 2Cultural trends now fashionable in the West favour an egalitarian approach to life. People like to think of human beings as the output of a perfectly engineered mass production machine. Geneticists and sociologists especially go out of their way to prove, with an impressive apparatus of scientific data and formulations that all men are naturally equal and if some are more equal than others, this is attributable to nurture and not to nature. I take an exception to this general view. It is my firm conviction, supported by years of observation and experimentation, that men are not equal, that some are stupid and others are not, and that the difference is determined by nature and not by cultural forces or factors. One is stupid in the same way one is red-haired; one belongs to the stupid set as one belongs to a blood group. A stupid man is born a stupid man by an act of Providence. Although convinced that fraction of human beings are stupid and that they are so because of genetic traits, I am not a reactionary trying to reintroduce surreptitiously class or race discrimination. I firmly believe that stupidity is an indiscriminate privilege of all human groups and is uniformly distributed according to a constant proportion. This fact is scientifically expressed by the Second Basic Law which states that

The probability that a certain person will be stupid is independent of any other characteristic of that person.

In this regard, Nature seems indeed to have outdone herself. It is well known that Nature manages, rather mysteriously, to keep constant the relative frequency of certain natural phenomena. For instance, whether men proliferate at the Northern Pole or at the Equator, whether the matching couples are developed or underdeveloped, whether they are black, red, white or yellow the female to male ratio among the newly born is a constant, with a very slight prevalence of males. We do not know how Nature achieves this remarkable result but we know that in order to achieve it Nature must operate with large numbers. The most remarkable fact about the frequency of stupidity is that Nature succeeds in making this frequency equal to the probability quite independently from the size of the group.

Thus one finds the same percentage of stupid people whether one is considering very large groups or one is dealing with very small ones. No other set of observable phenomena offers such striking proof of the powers of Nature.

The evidence that education has nothing to do with the probability was provided by experiments carried on in a large number of universities all over the world. One may distinguish the composite population which constitutes a university in five major groups, namely the blue-collar workers, the white-collar employees, the students, the administrators and the professors.

Whenever I analyzed the blue-collar workers I found that the fraction å of them were stupid. As å’s value was higher than I expected (First Law), paying my tribute to fashion I thought at first that segregation, poverty, lack of education were to be blamed. But moving up the social ladder I found that the same ratio was prevalent among the white-collar employees and among the students. More impressive still were the results among the professors. Whether I considered a large university or a small college, a famous institution or an obscure one, found that the same fraction å of the professors are stupid. So bewildered was I by the results, that I made a special point to extend my research to a specially selected group, to a real elite, the Nobel laureates. The result confirmed Nature’s supreme powers: å fraction of the Nobel laureates are stupid.

This idea was hard to accept and digest but too many experimental results proved its fundamental veracity. The Second Basic Law is an iron law, and it does not admit exceptions. The Women’s Liberation Movement will support the Second Basic Law as it shows that stupid individuals are proportionately as numerous among men as among women. The underdeveloped of the Third World will probably take solace at the Second Basic Law as they can find in it the proof that after all the developed are not so developed. Whether the Second Basic Law is liked or not, however, its implications are frightening: the Law implies that whether you move in distinguished circles or you take refuge among the head-hunters of Polynesia, whether you lock yourself into a monastery or decide to spend the rest of your life in the company of beautiful and lascivious women, you always have to face the same percentage of stupid people – which percentage (in accordance with the First Law) will always surpass your expectations.

THE THIRD (AND GOLDEN) BASIC LAW

The Third Basic Law assumes, although it does not state it explicitly, that human beings fall into four basic categories: the helpless, the intelligent, the bandit and the stupid. It will be easily recognized by the perspicacious reader that these four categories correspond to the four areas I, H, S, B, of the basic graph (see below).

Figure 1

If Tom takes an action and suffers a loss while producing a gain to Dick, Tom’s mark will fall in field H: Tom acted helplessly. If Tom takes an action by which he makes a gain while yielding a gain also to Dick, Tom’s mark will fall in area I: Tom acted intelligently. If Tom takes an action by which he makes a gain causing Dick a loss, Tom’s mark will fall in area B: Tom acted as a bandit. Stupidity is related to area S and to all positions on axis Y below point O. As the Third Basic Law explicitly clarifies:

A stupid person is a person who causes losses to another person or to a group of persons while himself deriving no gain and even possibly incurring losses.

When confronted for the first time with the Third Basic Law, rational people instinctively react with feelings of skepticism and incredulity. The fact is that reasonable people have difficulty in conceiving and understanding unreasonable behaviour. But let us abandon the lofty plane of theory and let us look pragmatically at our daily life. We all recollect occasions in which a fellow took an action which resulted in his gain and our loss: we had to deal with a bandit. We also recollect cases in which a fellow took an action which resulted in his loss and our gain: we had to deal with a helpless person. We can recollect cases in which a fellow took an action by which both parties gained: he was intelligent. Such cases do indeed occur. But upon thoughtful reflection you must admit that these are not the events which punctuate most frequently our daily life. Our daily life is mostly made of cases in which we lose money and/or time and/or energy and/or appetite, cheerfulness and good health because of the improbable action of some preposterous creature who has nothing to gain and indeed gains nothing from causing us embarrassment, difficulties or harm. Nobody knows, understands or can possibly explain why that preposterous creature does what he does. In fact there is no explanation – or better there is only one explanation: the person in question is stupid.

FREQUENCY DISTRIBUTION

Most people do not act consistently. Under certain circumstances a given person acts intelligently and under different circumstances the same person will act helplessly. The only important exception to the rule is represented by the stupid people who normally show a strong proclivity toward perfect consistency in all fields of human endeavours.

From all that precedes, it does not follow that we can chart on the basic graph only stupid individuals. We can calculate for each person his weighted average position in the plane of figure 1 quite independently from his degree of inconsistency. A helpless person may occasionally behave intelligently and on occasion he may perform a bandit’s action. But since the person in question is fundamentally helpless most of his action will have the characteristics of helplessness. Thus the overall weighted average position of all the actions of such a person will place him in the H quadrant of the basic graph.

The fact that it is possible to place on the graph individuals instead of their actions allows some digression about the frequency of the bandit and stupid types.

The perfect bandit is one who, with his actions, causes to other individuals losses equal to his gains. The crudest type of banditry is theft. A person who robs you of 100 pounds without causing you an extra loss or harm is a perfect bandit: you lose 100 pounds, he gains 100 pounds. In the basic graph the perfect bandits would appear on a 45-degree diagonal line that divides the area B into two perfectly symmetrical sub-areas (line OM of figure 2).

Figure 2

However the “perfect” bandits are relatively few. The line OM divides the area B into two sub-areas, B1, and B2, and by far the largest majority of the bandits falls somewhere in one of these two sub-areas.

The bandits who fall in area B1 are those individuals whose actions yield to them profits which are larger than the losses they cause to other people. All bandits who are entitled to a position in area B1 are bandits with overtones of intelligence and as they get closer to the right side of the X axis they share more and more the characteristics of the intelligent person.

Unfortunately the individuals entitled to a position in the B1 area are not very numerous. Most bandits actually fall in area B2. The individuals who fall in this area are those whose actions yield to them gains inferior to the losses inflicted to other people. If someone kills you in order to rob you of fifty pounds or if he murders you in order to spend a weekend with your wife at Monte Carlo, we can be sure that he is not a perfect bandit. Even by using his values to measure his gains (but still using your values to measure your losses) he falls in the B2 area very close to the border of sheer stupidity. Generals who cause vast destruction and innumerable casualties in return for a promotion or a medal fall in the same area.

The frequency distribution of the stupid people is totally different from that of the bandit. While bandits are mostly scattered over an area stupid people are heavily concentrated along one line, specifically on the Y axis below point O. The reason for this is that by far the majority of stupid people are basically and unwaveringly stupid – in other words they perseveringly insist in causing harm and losses to other people without deriving any gain, whether positive or negative.

There are however people who by their improbable actions not only cause damages to other people but in addition hurt themselves. They are a sort of super-stupid who, in our system of accounting, will appear somewhere in the area S to the left of the Y axis.

THE POWER OF STUPIDITY

It is not difficult to understand how social, political and institutional power enhances the damaging potential of a stupid person. But one still has to explain and understand what essentially it is that makes a stupid person dangerous to other people – in other words what constitutes the power of stupidity.

Essentially stupid people are dangerous and damaging because reasonable people find it difficult to imagine and understand unreasonable behaviour. An intelligent person may understand the logic of a bandit. The bandit’s actions follow a pattern of rationality: nasty rationality, if you like, but still rationality. The bandit wants a plus on his account. Since he is not intelligent enough to devise ways of obtaining the plus as well as providing you with a plus, he will produce his plus by causing a minus to appear on your account. All this is bad, but it is rational and if you are rational you can predict it. You can foresee a bandit’s actions, his nasty manoeuvres and ugly aspirations and often can build up your defenses.

With a stupid person all this is absolutely impossible as explained by the Third Basic Law. A stupid creature will harass you for no reason, for no advantage, without any plan or scheme and at the most improbable times and places. You have no rational way of telling if and when and how and why the stupid creature attacks. When confronted with a stupid individual you are completely at his mercy. Because the stupid person’s actions do not conform to the rules of rationality, it follows that:

a) one is generally caught by surprise by the attack; b) even when one becomes aware of the attack, one cannot organize a rational defense, because the attack itself lacks any rational structure.

The fact that the activity and movements of a stupid creature are absolutely erratic and irrational not only makes defense problematic but it also makes any counter-attack extremely difficult – like trying to shoot at an object which is capable of the most improbable and unimaginable movements. This is what both Dickens [sic.] and Schiller had in mind when the former stated that “with stupidity and sound digestion man may front much” and the latter wrote that “against stupidity the very Gods fight in vain.”

THE FOURTH BASIC LAW

That helpless people, namely those who in our accounting system fall into the H area, do not normally recognize how dangerous stupid people are, is not at all surprising. Their failure is just another expression of their helplessness. The truly amazing fact, however, is that also intelligent people and bandits often fail to recognize the power to damage inherent in stupidity. It is extremely difficult to explain why this should happen and one can only remark that when confronted with stupid individuals often intelligent men as well as bandits make the mistake of indulging in feelings of self-complacency and contemptuousness instead of immediately secreting adequate quantities of adrenaline and building up defenses.

One is tempted to believe that a stupid man will only do harm to himself but this is confusing stupidity with helplessness. On occasion one is tempted to associate oneself with a stupid individual in order to use him for one’s own schemes. Such a manoeuvre cannot but have disastrous effects because a) it is based on a complete misunderstanding of the essential nature of stupidity and b) it gives the stupid person added scope for the exercise of his gifts. One may hope to outmanoeuvre the stupid and, up to a point, one may actually do so. But because of the erratic behaviour of the stupid, one cannot foresee all the stupid’s actions and reactions and before long one will be pulverized by the unpredictable moves of the stupid partner.

This is clearly summarized in the Fourth Basic Law which states that:

Non-stupid people always underestimate the damaging power of stupid individuals. In particular non-stupid people constantly forget that at all times and places and under any circumstances to deal and/or associate with stupid people always turns out to be a costly mistake.

Through centuries and millennia, in public as in private life, countless individuals have failed to take account of the Fourth Basic Law and the failure has caused mankind incalculable losses.

THE FIFTH BASIC LAW

Instead of considering the welfare of the individual let us consider the welfare of the society, regarded in this context as the algebraic sum of the individual conditions. A full understanding of the Fifth Basic Law is essential to the analysis. It may be parenthetically added here that of the Five Basic Laws, the Fifth is certainly the best known and its corollary is quoted very frequently. The Fifth Basic Law states that:

A stupid person is the most dangerous type of person.

The corollary of the Law is that:

A stupid person is more dangerous than a bandit.

The result of the action of a perfect bandit (the person who falls on line OM of figure 2) is purely and simply a transfer of wealth and/or welfare. After the action of a perfect bandit, the bandit has a plus on his account which plus is exactly equivalent to the minus he has caused to another person. The society as a whole is neither better nor worse off. If all members of a society were perfect bandits the society would remain stagnant but there would be no major disaster. The whole business would amount to massive transfers of wealth and welfare in favour of those who would take action. If all members of the society would take action in regular turns, not only the society as a whole but also individuals would find themselves in a perfectly steady state of no change.

When stupid people are at work, the story is totally different. Stupid people cause losses to other people with no counterpart of gains on their own account. Thus the society as a whole is impoverished. The system of accounting which finds expression in the basic graphs shows that while all actions of individuals falling to the right of the line POM (see fig. 3) add to the welfare of a society; although in different degrees, the actions of all individuals falling to the left of the same line POM cause a deterioration.

Figure 3

In other words the helpless with overtones of intelligence (area H1), the bandits with overtones of intelligence (area B1) and above all the intelligent (area I) all contribute, though in different degrees, to accrue to the welfare of a society. On the other hand the bandits with overtones of stupidity (area B2) and the helpless with overtones of stupidity (area H1) manage to add losses to those caused by stupid people thus enhancing the nefarious destructive power of the latter group.

All this suggests some reflection on the performance of societies. According to the Second Basic Law, the fraction of stupid people is a constant å which is not affected by time, space, race, class or any other socio-cultural or historical variable. It would be a profound mistake to believe the number of stupid people in a declining society is greater than in a developing society. Both such societies are plagued by the same percentage of stupid people. The difference between the two societies is that in the society which performs poorly:

a) the stupid members of the society are allowed by the other members to become more active and take more actions; b) there is a change in the composition of the non-stupid section with a relative decline of populations of areas I, H1 and B1 and a proportionate increase of populations H2 and B2.

This theoretical presumption is abundantly confirmed by an exhaustive analysis of historical cases. In fact the historical analysis allows us to reformulate the theoretical conclusions in a more factual way and with more realistic detail.

Whether one considers classical, or medieval, or modern or contemporary times one is impressed by the fact that any country moving uphill has its unavoidable å fraction of stupid people. However the country moving uphill also has an unusually high fraction of intelligent people who manage to keep the å fraction at bay and at the same time produce enough gains for themselves and the other members of the community to make progress a certainty.

In a country which is moving downhill, the fraction of stupid people is still equal to å; however in the remaining population one notices among those in power an alarming proliferation of the bandits with overtones of stupidity (sub-area B1 of quadrant B in figure 3) and among those not in power an equally alarming growth in the number of helpless individuals (area H in basic graph, fig.1). Such change in the composition of the non-stupid population inevitably strengthens the destructive power of the å fraction and makes decline a certainty. And the country goes to Hell.

(There is genius at work in this thesis. It came round about by way of reader Sam Keen, who sent us a thin gray monograph printed in Bologna, Italy. The trail eventually led to Carlo M. Cipolla, the author, who is currently Professor of Economics at UC Berkeley.Kevin Kelly, Whole Earth Review, Spring 1987, pp. 2-7.)

THE BASIC LAWS OF HUMAN STUPIDITY

formulated by Carlo M. Cipolla in The Fundamental Laws of Human Stupidity

THE FIRST BASIC LAW of human stupidity:

Always and inevitably everyone underestimates the number of stupid individuals in circulation.

THE SECOND BASIC LAW of human stupidity:

The probability that a certain person will be stupid is independent of any other characteristic of that person.

THE THIRD (AND GOLDEN) BASIC LAW of human stupidity:

A stupid person is a person who causes losses to another person or to a group of persons while himself deriving no gain and even possibly incurring losses.

THE FOURTH BASIC LAW of human stupidity:

Non-stupid people always underestimate the damaging power of stupid individuals. In particular non-stupid people constantly forget that at all times and places and under any circumstances to deal and/or associate with stupid people always turns out to be a costly mistake.

THE FIFTH BASIC LAW of human stupidity:

A stupid person is the most dangerous type of person.

Originally published by Kevin Kelly, Whole Earth Review, Spring 1987, pp. 2-7.

Wells Fargo.com

Jason Fried articulates something I’ve suspected for a long time; that an office isn’t the most effective place to work. At TEDxMidwest, he makes the case and offers three suggestions to remedy the issue.

Jonathan Adler meets Liberace...

Lather, rinse, repeat...

Um, about the new cover sheet on the TPS report... (In my best Bill Lumbergh voice) Pretty much sums it up.

or: How to deal with a bad choice and still be a hero

“We shape our tools and afterwards our tools shape us.” –Marshall McLuhan

Your CMS: With any luck you’ll outgrow it and need to replace it. But there are some companies who have to replace theirs long before that point. In fact, they’ll never outgrow it because they never got it to work to begin with. I find these to be the most challenging and interesting projects, and I’m lucky to have reached a point in my career where I’m usually only asked one question, “can you turn this failing project around and deliver a successful CMS?”.

Deciding to pull the plug on a moribund CMS may seem simple, but for most businesses deciding to stop fixing and start replacing is a difficult and painful process. And consultants are not always comfortable with telling a client their baby is ugly, or even able to do so early enough to head off disaster. But after a year or two of struggling to make a failed system work even the most irrational businesses are usually ready to cut their losses. And when they are there are some often overlooked concepts that make the bitter pill go down a bit more easily. The first of these is the concept of sunk costs, or specifically, avoiding the sunk cost fallacy.

In both economics and business decision-making, sunk costs are retrospective (past) costs that have already been incurred and cannot be recovered. Once a decision-maker has irreversibly committed resources, sunk costs become an unavoidable cost and should be included in any decision-making processes. For example, if a business is considering purchasing a new CMS system, but has not actually purchased it yet, the cost remains avoidable. But in the case of a failed CMS, a business must choose between the following two end results:

  1. Having paid the price of the system and continuing to suffer with a system that does not address their needs, or;
  2. Having paid the price of the system and having changed course to buy and build something more suitable.

In either case, the business has paid the price of the system so that part of the decision no longer affects the future, meaning the current decision should be based on whether it can be made to work at all, regardless of the price, just as if it were a free system. Since the second option involves suffering in only one way (spent money), while the first involves suffering in two (spent money plus wasted time), option two is obviously preferable. But complicating this is the fact that managers and CTOs have a strong aversion to “wasting” resources, called “loss aversion”. In this example, many managers would feel obliged to continue with the project despite not really expecting any success because doing otherwise would be wasting the cost of the CMS and the time and cost of the teams implementing it; they feel they passed a point of no return. This is the sunk cost fallacy, and it’s flawed reasoning. Because the first option misallocates resources by depending on information irrelevant to the decision, it is in truth more wasteful than the second while superficially appearing to be less so.  The more quickly decision-makers decide to go with the second option the better it will be for both them and the business as the costs associated with time are reduced or avoided completely. Understanding why people ‘throw good money after bad’ helps decision-makers avoid this flawed thinking and make effective decisions faster.

Managers often make a subjective decision that by purchasing a CMS they are making a public and professional commitment to launching and running it successfully. To abandon the chosen system is to make a lapse of judgment obvious to the business, an appearance they may rationally choose to avoid. But a more effective line of thinking and approach is to stress the positive aspects: Though they may have comprehended the flaws of the first choice later than ideal, they still recognized the opportunity cost early enough to change course. Obviously the sooner the decision to re-platform is made the more effective this approach.

Which brings us to another useful notion from economics: Opportunity cost. Opportunity cost is the next-best choice available to someone who has picked between several mutually exclusive choices. Opportunity cost is assessed in terms of anything which is of value such as money, time, and material. For example, a business which desires to launch a CMS and a DAM simultaneously and does not have the resources to execute both can launch only one of the desired systems. Therefore, the opportunity cost of launching the CMS could be launching the DAM. But if a business delays one program while launching the other, the opportunity cost will be the time that that business spends launching one program versus the other. One case I was involved in was a project that decided to devote a period of time to conducting more integration testing rather than spending it on UI design. The opportunity cost of having a more stable system was therefore a prettier and friendlier UI, a decision that made sense for this business. In the situation of deciding what to do about a refractory CMS, the opportunity cost to a business of struggling with fixing CMS A would be implementing CMS B. For the team making that decision, the opportunity cost of staying with the wrong system could be twofold – the extra costs of struggling to fix the first system, and their reputation within the company and their field. This has a lot of explanatory power when trying to understand why companies press forward regardless trying to make the wrong system work.

Fundamental to assessing the true cost of any business decision or course of action is assessing opportunity costs. Ignoring opportunity costs results in the illusion that benefits cost nothing at all where there is no explicit cost attached to the course of action, or the cost is negligible. The unseen opportunity costs then become the implicit hidden costs of that decision. Keep in mind that opportunity cost is not the sum of the available alternatives when those alternatives are mutually exclusive to each other. The opportunity cost of a business’ decision to dedicate a server to a CMS is the loss of the server for a DAM instance, or the inability to use the server for a backup, or the money which could have been made from renting space and time on the server to a partner, as any one of these would preclude the possibility of the others. Most opportunities are difficult to compare but it remains a crucial exercise in the end.

And there are another set of commonly ignored costs that impact re-platforming decisions: Switching costs. Switching costs are any impediment to a customer’s changing of suppliers. Simply put, switching costs are barriers  to making a switch to another vendor, platform, framework, anything, really.

Types of switching costs include: search costs, learning costs, cognitive effort, emotional costs, equipment costs, development and operations costs, financial risk, psychological risk, and social risk. Some of these costs are easy to estimate. The more tangible of these to a business, search costs and learning costs; the effort and expense required to find an alternative vendor and learn how to use the new product, are usually expected in these situations, as are the costs of developing and integrating the new system, training users, and supporting it in production. But chronically underestimated or overlooked by businesses are the psychological, emotional, and social costs of switching. These switching costs go a long way to explain the reluctance of some managers to cut their losses when it becomes obvious a system is never going to meet the business’ needs.

Conversely, you can use switching costs to your benefit when soliciting a new project by employing the 10x rule business strategy. It states that order-of-magnitude improvements in costs, efficiencies, and benefits to the business will overcome most reluctance arising from switching costs. If you can show that a new system delivers improvements in most aspects on the order of 10x, you’re much more likely to secure approval, funding and have the project be deemed a success.

Assuming you launch it successfully.

“Why laugh and grow fat when you can experience anguish and success in a straight jacket?” –Marshall McLuhan

I wrote the passage below as a reply to the question “Open Source vs Proprietary [enterprise] CMS: why go either way?” in a discussion at LinkedIn on this topic. I’m re-posting it here after requests from some who do not belong to the group and have no interest in joining.

It has been my experience that in every vendor selection I’ve participated in at the enterprise level proprietary CMS have always won out over Open Source CMS. OS CMS tend to suffer from absent the robust sorts of functionality that are found in proprietary enterprise-level CMS that these customers seek: Easily and highly configurable workflows, group management, search, deployment, multichannel support, and scaling and performance. I’ll expand on each of these specifically, below. Before the OS fans rush to point out that there are add ons/modules/plug ins for their preferred OS CMS for each of these, let me acknowledge that yes, they exist and point out that they are not as integrated and/or configurable and feature-rich as enterprise customers expect and need.

Workflow and group management are two sides of the same coin: Enterprise customers need a robust and configurable workflow and configurable with meaningful group management to automate complex business processes across teams through the workflow.

Search: OS CMS search is good enough for their intended use, but not for the sort of searches and indexing across millions of records that is needed at the enterprise-level. TeamSite’s Idol search engine is considered state of the art at the moment at the enterprise level.

Deployment and multichannel support are also two sides of the same coin: Enterprise ecommerce sites often need to publish the same content, maintained as a single source, to different targets simultaneously in different formats based on business rules that are baked into the CMS. The transformations that need to take are not something easily accomplished with Drupal, Joomla, or even Alfresco, nor is publishing to multiple targets in different domains without some crafty tweaking. Whereas this is native functionality in an enterprise CMS like Ektron, SiteCore or TeamSite.

Scaling and performance are critical: My current employer has over 8 million records active in its CMS. Joomla is limited by it’s own code to around 70 thousand articles. Drupal is somewhat better, and only Alfresco can support numbers like ours we found. This brings up another OS limitation: IA. The two OS CMS you mentioned, Drupal and Joomla, were intended to manage content as ‘articles,’ such as a blog. Enterprise content tends to be far more rich and have complex relationships that demand substantial and meaningful information architectures. Something that those OS CMS are fundamentally unable to accommodate without extensive modification, yet again is present and native to enterprise CMS. Yes, you can customize your OS CMS to meet business requirements, but therein lies a huge risk: customizations can take your application off the upgrade path. And once off the upgrade path you’re forced either into very, very costly development and QA efforts in order to port your customizations to the new point releases or just muddling along with the version you have which inevitably will become unsupported without an additional support contract. Either way is costly and ultimately unnecessary in enterprise CMS. I’ve seen this issue happen many, many times, and it never ends well for those who made these decisions.

The trope ‘Free Like A Free Puppy’ sums up another concern that many large enterprises have that OS CMS may have a lower upfront cost, but greater total lifetime costs due to lack of adequate pre-release QA and post-release support. Large ecommerce businesses find it very compelling that proprietary CMS have dedicated support and engineers on staff whose sole role is to help you integrate and write code as well as an active QA team and a genuine, meaningful engineering cycle.

Again, I understand that OS CMS can be extended to cover these cases, but it’s risky and expensive. Large ecommerce businesses often ask why bother when you can buy a CMS that was designed with the same functionality baked in and is fully tested and better supported.

I noticed several interesting trends in the various responses. Most notable (and alarming) was a lack of understanding of the term ‘enterprise.’ Another was the total denial in partisans that the lack of enterprise features in their preferred OS CMS would have anything to do with it not making an enterprise’s short list. Benford’s law of controversy tells us that passion is inversely proportional to the amount of real information available, so perhaps the latter is driven by the former.

Link to the original discussion

I recently presented a deck on content governance for improving efficiency and velocity of large projects: http://bit.ly/abIu7Y One of the most valuable contributions content governance can make I’ve found is in the realm of enforcing good information architecture practices, particularly by establishing domain object models for each content type and then enforcing them across projects.

Also, instituting content governance presents organizations an opportunity to conduct some meaningful knowledge management by sharing knowledge across teams while creating and spreading consensus. Since most people bristle at the idea of suffering through compliance reviews and spend far too much time striving to pass audits and not adding more meaningful value like improving content integrity and time to market, I feel it’s the responsibility of those conducting content governance to ensure the success of those who must comply. Provide users the tools they need to comply, don’t leave them to their own devices. A user-maintained visual style guide on an intranet is a must-have. Smart organizations will leverage native talent and use crowdsourcing here.

The first issue listed in this topic, findability of content, touches on this but is but one facet of a content model and not necessarily the most critical, though some frustrated content managers would no doubt disagree. Other IA facets that need you should keep in mind in both governance and content modeling are content reuse, multichannel, personalization, and regulatory compliance. Since this discussion is about content governance I won’t get into the IA aspects here, but without proper IA at the beginning content owners will likely find themselves hamstrung on one or more of these and all the governance in the world won’t solve the mess.

Done together, proper information architecture and a sufficiently empowered content governance mechanism in place to ensure compliance through enforcement are a powerful but inexpensive tool that can yield meaningful, noticeable and recurring results to a company’s bottom line.

How so? By making content governance a part of a company’s organizational learning. The knowledge represented in the content standards can be leveraged as a strategic asset by sharing the knowledge via the before mentioned visual style guide. This helps people and groups to learn and share valuable content insights to avoid redundant work, to avoid reinventing the (content) wheel with each project, to cut training time for new employees, to keep intellectual capital as employees turnover, and to more quickly adapt to changing technologies and markets.

Just as there’s more related to content management than pushing content to the site, there’s more to content governance than enforcing content models. If content management is truly 20 percent technology and 80 percent process as they say, then modeling and governing your existing workflows, practices and infrastructure and maintaining that information where people and groups can access and easily understand is just as crucial. Being able to explicitly see how changes to tools, content models, and process are likely to affect people’s jobs and impact projects and the business is powerful and saves money. Only when you can see across the full spectrum of content, workflow and systems can you genuinely streamline workflows and do any true  optimization for time to market. Remember, optimize the whole, not the parts.

I’ve seen companies not just turn around failing content management teams and systems but make their content and the systems and processes supporting it a competitive advantage by embracing content governance coupled with sound information architecture as its foundation. And I’ve seen content and its management become a burden and hindrance to success when they governance and architecture.

Three Minds On Digital Marketing @ OrganicThreeMinds is about marketing strategy, consumer trends, and the customer experience, viewed through the lens of digital innovation. We want to engage in a dialogue about the design of exceptional experiences. ThreeMinds is a collaborative project of the minds at Organic, a leading digital marketing agency.

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Again, let me repeat that: “sentiment analysis won’t ever be enough, and not because of sarcasm or industry specific slang, but because we are measuring the WRONG thing. It’s about the effect, not the content of the message.”