There’s a lot of chatter out there these days about the benefits of crowdsourcing and use of best practice.
On the one hand, this is a good thing. Technology has helped us shrink the world, allowing us to connect to each other more easily. Because of this, we can learn from each other through case studies, experiences, and measured benchmarks.
On the other hand…just because we can, does it really mean we should?
The answer to this question is best illustrated by a a post on LinkedIn that I’ve been following (and commented on). The post’s subject isn’t terribly important – someone shared that they’d had a unique request from a potential applicant and wanted to know if anyone had ever had the same thing happen to them. What is fascinating to me, though, is the variety of responses and the emotional investment some respondents displayed. Some thought the request was normal, others didn’t. And some were VERY judgemental about a potential candidate having the gall to make such a request. If you do read the comments in the LinkedIn post, pay attention to the language used – it’s incredibly eye-opening. And I can’t imagine it was very helpful for the person who posted the question in the first place.
This example is not unique. You’ve all probably heard similar examples of people looking for input to figure out the best thing to do. Industries regularly publish benchmark data on all sorts of KPIs. Experts write whitepapers. Speakers deliver keynotes about their success. But for every published benchmark is a person saying benchmarks make you average. For every whitepaper on “best practice,” there’s a pundit calling you behind the times for going after those. And for every keynote talking about their personal success, there’s me saying, “I’m glad that worked…FOR YOU.” The noise of opinion is loud and contradictory.
So what is a person to do? Honestly, it kind of depends on what you’re trying to accomplish and where you are in your business.
Are you just starting out in a certain area? Benchmarks and best practices may help you set a baseline from which you measure your progress. It may also help provide a framework for you as you build out your process and dashboard. The trick is to make sure you know the limitations of benchmarks and understand what they’re actually telling you. If you don’t understand a number or what the best practice results in, ask questions or don’t use it. Simply hitting a number because it’s a “benchmark” may not get you anywhere.
Are you being challenged on the prevalence of a certain problem, or are looking for anecdotal evidence of an emerging trend that hasn’t hit research yet? Crowdsourcing within trusted groups can be a helpful approach. Just be aware that the quality of answers is only as good as the group from which you seek input. Throwing a question out on Twitter will get you a MUCH different response than asking a closed group of experts on Facebook. Yes, both methods run the risk of sarcastic responses, but honestly that’s just spice that keeps the flavor in your life.
My point is, you’re going to get potentially crappy data no matter what approach you take. The key is understanding what it is you’re trying to accomplish with this data – what works for YOU in YOUR business RIGHT NOW? If you can’t define those parameters, you probably shouldn’t even be asking the questions in the first place.