Learning for your business?
The dispute between the Football Association (the FA) and John Terry has received lots of media coverage and comment from both the well-informed and the ignorant alike and it is not my intention in this article to add comment on ground already covered. However, unnoticed by (it appears) everybody in the eagerness to report the headlines were a couple of instances of poor practice from the FA which, if other organisations were made aware of, could provide good examples of where common mistakes could (and should) be fixed.
Inward-Facing or Outward-Facing?
On the eve of the hearing John Terry issued a statement that the FA’s case against him made his position as an England player untenable and announced his retirement from international football.
The FA was, apparently, bemused by this decision. The Independent reported that the FA’s General Secretary Alex Horne was interviewed on 24th September outside Wembley by Sky Sports News and told them; “I don’t see how we’ve made it untenable – they’re two very separate processes. It’s something that happened in a match between QPR and Chelsea ….. That’s a very different process, from my perspective, from our England procedures. They sit in different compartments and I could separate the two in my mind. But unfortunately, it doesn’t look like he could.”
This is an attitude which is, frustratingly for many consumers, becoming all too commonplace in companies in all sectors. It is the difference between being an ‘inward-facing’ or an ‘outward-facing organisation.
What does that mean?
The inward-facing organisation understands its own needs, its own processes and its own structures but takes little time to examine how they appear, or even work, for the external party – for example a customer. As long as everything works for them, for their convenience the world is rosy. If the customer doesn’t understand, well then, it’s the customers fault or problem. We can probably all think of examples of this type of company.
The outward-facing organisation, on the other hand, examines all their processes and structures from the end-users perspective. The customer’s experience is at the forefront of all thinking and, as a result, the company is far more likely to be ‘user-friendly’ – a joy to engage with. Sadly, we can probably think or far fewer examples of this type of organisation.
Re-read Alex Horne’s comments to Sky Sports News and you see a typical inward-facing thinking process. What he effectively says is; “We understand our own structure and where one department ends and another begins. It is clear to me.” What he forgets is that outside the FA’s front door what most see is ….. the FA, not its various departments. I wonder how many times FA employees get frustrated with other organisations that operate in the same inward-facing way. Frequently, I’m willing to wager. I also wonder how frequently they equate their negative experience with other organisations with their own. Very seldom, if ever, seems a fair bet.
And what of your company, what of the organisation you work for? Which are you? How often do you look in the mirror and reflect on whether your processes, your structures are designed in an outward or inward-facing way?
Interestingly, given the John Terry case had at its roots a serious allegation relating to an area of equality, the second piece of poor practice from the FA related to their ignorance in an area of ….. equality!
It might seem sensible if handing out a ruling on an equality issue to ensure that the way in which that ruling was published was itself not discriminatory.
The ruling (published here) was written from start to finish in a ‘serif’ font – that is one of those fonts with the little lines above and below letters (like Times New Roman or Courier). I’m sure you are thinking; “yes Jim, just like hundreds of documents I read every day,” and you would be right. But while those documents might also discriminate, they are not publishing rulings on a case relating to equality, the FA was and should have been aware.
In publishing the document in this style the FA had given scant consideration to those who are dyslexic, recognised as a disability under the 2010 Equality Act. The British Dyslexia Association’s style guide suggests using a plain, evenly spaced sans-serif font such as Arial and Comic Sans. Alternatives include Verdana, Tahoma, Century Gothic, Trebuchet.
Not uncommon mistakes but now you are aware (as the FA should have been) you can act to make your own communications far more easily read to a significant minority of the population. Not to do so would be inward-facing, putting your own convenience ahead of your customer and potential customer (is changing font really that difficult?). Not to do so would potentially cut the reach of your communications possibly reducing your sales. Now that you know, not to so would also be discriminatory.
In publishing its ruling in the style that it did, the FA broke its own Equality Policy, it potentially discriminated against a group of people defined by the law as disabled. But then, as an inward-facing organisation, they can read their own communication, what does it matter if some others can’t?
What about you and your business? Are you any better? Have you checked?
(Dyslexia, dyscalculia, dyspraxia and colour-blindness are all closely related. Together, an estimated 10% of the population have one or a combination of them).
© Jim Cowan, Cowan Global Limited, October 2012
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