Think + Do » an exploration of nonprofit marketing and design

Cooperation vs. Collaboration

close-up photo of men rowing in a boat raceEveryone has watched classic courtroom dramas unfold. The prosecution believes the defendant is guilty, but needs testimony from someone with direct knowledge of the crime. They need a witness to cooperate. They need a stool pigeon.

Questions and answers are practiced. The witness is called to testify. But maybe the witness received a better offer (or threat) from representatives of the defendant. Suddenly, to the prosecutor’s surprise, her questions are being deflected and statements contradicted. The courtroom murmurs. “Your honor, I request permission to treat the witness as hostile.” Our stooly isn’t cooperating any more.

Tentative buy-in
Most co-workers and managers are pleasant enough and could be considered cooperative. Cooperation is “nice” in the same way that a blind date might be described as nice. You may well have a pleasant evening together, but it’s not like you’re going to be sending out wedding invitations any time soon. To make rapid progress toward more substantial goals, it isn’t enough to bring a bouquet of flowers to your next meeting.

True collaboration – across functions and departments – is more difficult to achieve. It requires the ability to align goals and resources, and the flexibility to make adjustments on the fly. It involves setting priorities, deciding what to do now, and what can wait – and communicating all of that clearly. Even with the most cooperative people, this is where collaboration can break down.

Why does this matter in marketing and design?

Let’s examine definitions. Cooperation is the process of working together to the same end. Collaboration is the action of working with someone to produce or create something. The difference is subtle, but meaningful.

Shared goals
Goals come and go. Some are important today, but less important a year from now. If a goal is missed – or met – a new one will be set. In a cooperative workplace, the focus easily turns to tactics over strategy. Colleagues may be friendly and willing to share information, but become misaligned depending on short-term goals. Progress slows.

In this kind of environment, design and marketing are often considered “add-ons.” Little is expected and rarely, if ever, is it considered important in the executive suite.

Shared vision
An organization’s vision doesn’t change whether business is booming or headwinds are strong. It reflects the reason for being – the core promise made to its customers. In a collaborative workplace, the focus remains on strategy even as different tactics are implemented. Colleagues use their common vision as a filter to prioritize work, knowing that long-term results require everyone pulling in the same direction. Progress accelerates.

In this type of workplace, design and marketing are more fully integrated into operations. Their expertise and insights are considered vital, even at the earliest stages of an initiative.

Everyone has a role to play
The most important thing I have to do this week is …? Chances are if you ask six people working for the same organization to fill in the blank, you will get six different answers. Naturally, you say, they all have different responsibilities.

Big picture goals are rarely as clear as leaders believe them to be. More often, for people being asked to collaborate across departments, it’s as if someone dumped a pile of jigsaw pieces on the table and asked them to solve the puzzle – without a picture … or all of the pieces.

Take the time to be clear – and a memo won’t cut it. Get everyone in a room together to hash out the sequence of activities. Honestly assess both the time and people necessary for the outcome you want. In creating a mutually agreed-upon framework, you create the clarity to move forward with confidence – a model for collaboration.

Make adjustments
Cooperation means working together independently. Collaboration, on the other hand means working together dependently.

In science, when human behavior enters the equation, things go nonlinear. That’s why Physics is easy and Sociology is hard. – Neil deGrasse Tyson

Any ambitious project takes time. Over time, availability, workloads, and priorities can change. Project leaders must maintain the flexibility to adjust on the fly, aligning their goals and resources with others in real time.

The world is integrated. Disciplines aren’t – but need to be.

Collaboration by design
Why do designers need to collaborate? Though they may grumble about them from time to time, designers need clients. They need problems to solve. At its core, design is most valuable when it serves a larger purpose. A designer interested only in pursuing personal interests is a fine artist.

Maybe more importantly, why do non-designers need to collaborate – not just cooperate with – designers? The more context a designer has the more likely your project will be successful. We are skilled at synthesizing a variety of inputs into a cohesive whole. We are able to consider a problem from many different points of view. And we can visualize and present options so that others are able to see the possibilities.

Cooperation is pleasant. Collaboration is more difficult, but more effective.


Related content:

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Strategy falls on deaf ears

Design for action





There’s Only One Best Practice

network of dotsSitting in a conference room, answering questions from my client about an impending website redesign, it dawned on me that what they really wanted to understand was best practices. What steps do we need to take to mitigate the risks of initiating this project? What must we do to increase the certainty of a successful outcome?

It’s my job to know these things, to guide them from point A to point B, and help them meet or exceed the project’s objectives. And it’s prudent for the client to adhere to best practices in many facets of the organization’s operations. It assures an acceptable standard of performance, a threshold of competency.

What best practices won’t do – what they often inhibit organizations from doing – is encourage people to set their sites higher. Scaling up the impact of nonprofit organizations requires a mindset that leaves best practices for those who wish to blend in, to be as good as – but not better than – what already exists.

Just do it
Nike’s longtime tagline leaves no wiggle room for the impassioned athlete. There are no excuses. For the vast majority who fall short, there is honor in putting forth one’s best effort in pursuit of the pinnacle.

Back at the office, we’re more often encouraged to hold our passions in check. Curiosity killed the cat. Look before you leap. Don’t reinvent the wheel. There’s no shortage of wisdom devoted to avoiding unnecessary risks.

Imagine what our world would be like if there weren’t dedicated individuals with a passion for helping others? Over the past ten years, the nonprofit sector has grown faster than both the business and government sectors, yet problems of poverty, education, the environment, and public health are as vexing as ever. We don’t lack passion. We lack alignment.

If you start with the premise that most everything we know is out of date, then the need to reach beyond conventional approaches – to discard “best practices” – becomes imperative.

Connect the dots
Imagine a symphony orchestra. Before the lights dim, before the conductor raises the baton, a discordant blend of strings, percussion, and woodwind instruments squeaks and groans from the stage. It is only when the musicians begin playing in unison that we can appreciate their talents.

For maximum impact, we need more people, departments, and organizations working better together. We need to be playing the same tune.

The most valuable skill set today is the ability to connect the dots. Collaborators will inherit the earth, or at least improve it. People (and organizations) that can assemble and marshal diverse resources – ideas, agendas, funding – have the best chance of enacting systemic change.

There are no marketing secrets or shortcuts. Creating remarkable products and services is the only best practice worth pursuing. And the best way to do that is through more frequent and effective collaborations.

Related content:
How Do Nonprofits Get Really Big?
Measuring Nothing (with Great Accuracy)