The subject matter of this essay emerged following a search for an interesting article or two to tag in del.icio.us as part of my MSc in e-Learning. I found myself on elearningpost, a blog whose espoused mission is to “provide quality e-learning and knowledge management content that attracts a diverse and emerging audience”. Whether I qualify as diverse or emerging is a matter for debate, but elearningpost pointed me towards PebbleRoad a design consultancy based in Singapore that was founded by Maish Nichani, the editor of elearningpost. To cut a long, online story short, I noticed a blog entry about mapping your website redesign strategy. What caught my eye was reference to a strategic analysis tool called the “Eliminate, Reduce, Raise, Create Framework”, developed by Professors W. Chan Kim and Renée Mauborgne at Insead Business School in France. They’ve written an entire book about this technique called Blue Ocean Strategy. My business partner and I had been searching for a strategy framework that we could recommend to a client organisation, which was unsure about its future strategic direction. And voilà – there it was.
The question now bothering me is this: was this sheer
serendipity? On one level, I suspect the answer is yes, but
on another level the answer may also be no. Admittedly, I
wasn’t looking for a strategy development tool at the time,
but how did I find it? I suspect web surfing may have
something in common with free association, a technique used
by psychoanalysts. The technique assumes that all memories
are arranged in a single associative network, and that
sooner or later the patient will stumble across the crucial
memory. I hadn’t thought of this concept in relation to
browsing before, but it intrigued me enough to investigate
this hypothesis further.