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October 13, 2004

outsourcing - a beyond branding subject 

I accidentally participated in a confernce which had a section on outsourcing yetserday. The very inhuman process perspective taken by gurus of outsoucing convinced me this is a human relationhip trust issue that urgently needs connecting with Beyound Branding's leadership scope. If interested please contect me at or blog below

To clarify more on why questions about outsourcing fascinate me and should be one of the big democratic debates of our time

If we take a worldwide map of making the most of the productivities and needs of 6 billion people, then of course we should help connect the disconnected by matching work where its cabilities are most sustainable from every different persective of developing value over time. That's part of what can make a networked world completely different in progressing the human condition.

But it is also abundantly clear that many corporations make a blindingly stupid mistake (one which as makes clear arises from having no systemically true measures of most of the value you compound). The leadership mistake is to separate the business case as if outsourcing is separate from everything else the company connects, and furethermore to do so in ways that show such disregard for human relationships that sensible people would feel that organsiation isnt worth trusting so much in the future. One of the biggest disconnecting mistakes a corporation can make with its own idenetity (and future relationship permissions) is in believing that marketing is an image thing we just pump advertising in rather than a realty thing. Global accountants must take a lot of blame/credit for this error because they were the ones who licensed out brand valuation as a number that goes up or down primarily on how much ab dugdet is spent.

True value appreciation models of marketing/branding show that any large corporation always needs the trust of some societies, otherwise it develops a fortress mentality of us against the world (and spins badwill until it is utterly worhless). So those societies where an organsiation has traditionally employed the most people, need evolving with great care (and not a 90 day fix) if a company really has to embark on major outsorcing. I would love to benchmark some cases where local societies believe a corporation did do outsourcing withy as much care for all involved as possible. And if politicians were to fully grasp this nettle they would be using media etc to encourage such a hunt and develop a transparent understanding of this globalisation issue from all sides.

human KM of outsourcing
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