By Bruce W. Marcus
Improving Productivity
What can the professional or the marketer do in a realm that's grounded in uncertainty, that depends upon imagination and talent rather than machinery and raw material, that relies on the action or reaction of others to define its efficacy?
The problem is made more complex by the dynamics of economic change. The changing nature of professional services firms means that the problems and situations faced by the professionals yesterday are different today. Witness the shift from, for example, pure accounting and law firms to business consultancies. Look at the added processes engendered by Sarbanes-Oxley and other new regulations.
There is a paradox here. Can we improve productivity if we can't measure it, as is possible in a production process? And if we can't measure and quantify it, how do we know when we've achieved it?
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