Entropy is the enemy.
Entropy is the tendency for a system’s outputs to decline when the inputs have remained the same.
In our law firm, we get hit with a double whammy:
- First, we’re unlikely to maintain the same level of input into our systems, and
- Second, we’re suffering from the impact of the second law of thermodynamics: “the entropy of an isolated system never decreases.”
Unfortunately, we have no isolated systems in our law firm: they’re all wide open and constantly being ripped apart.
You see, we build systems, and then we “hope” they run themselves. We do our best to manage the systems, but way too often we’re busy focusing on the next systems we need to build, maintain, and repair. We lose track of existing systems because we’re distracted.
Now, you’re thinking:
- What’s the point? Get to the point, ROSEN!
- Has he gone off the deep end (thermodynamics?) and totally lost it? Probably so; I’m writing this in Seattle, and the government recently legalized marijuana here.
- Should I keep reading this crap? Yes, because there will be cookies (seriously—they’re coming soon).
What Happens When You Take Your Eye Off All the Balls
The latest example of us losing track of our systems happened with respect to our online review process.
We like it when happy clients write reviews online. We encourage them (when it’s permitted by the site owners) to say nice things about us online if they were happy with our service. Of course, the unhappy clients don’t need encouragement.
We have a written system for soliciting client reviews. It’s a detailed, step-by-step process that we’ve been using for some time.
At some point, recently and spontaneously, a key step in the process changed. I’m not sure how it happened. I’m guessing it occurred when we had a shift in who was handling the task.
Previously, we sent cookies (see, I told you cookies were coming) out immediately upon a client agreeing to write a review. The cookies went out via overnight delivery from a cookie service. They typically arrived before the client had a chance to write and publish the review.
See the magic?
The cookies were sent immediately upon the client agreeing to write the review. Some emotional forces were immediately put into play. The need to reciprocate entered the picture. Guilt? Yes, guilt came into play. I’m not sure exactly how the emotions worked, but I know people getting cookies are suddenly highly motivated to do what they promised to do.
But the cookies stopped shipping: they suddenly stopped going out immediately upon the client committing to write the review. How did it happen? I’m just not sure.
What did we do instead of mailing cookies? Nothing. We waited to see if the clients did what they said they’d do.
Then, if they didn’t write the review, we’d follow up. We’d ask if we could help. We’d offer to assist.
But no cookies. Our system went from “proactive cookies” to “no review, no cookies.” F*@king physics!
Then I heard about it and went psycho. I mean, I put new energy into the system and brought it back to life—yes, that’s what I meant to say—“new energy.”
Now, the system is functioning properly. We shipped five boxes of cookies yesterday. The chocolate chips are flowing.
Unfortunately, while we’re fixing the cookie issue over here, we’re not noticing that the laws of physics are hard at work over there.
Nothing Is Ever Finished
Nothing can ever be left alone.
If we fail to revisit the system, if we fail to add to the system in some way, it’s going to fail, break down, and change. Systems aren’t fixed. They’re always a work in progress. You’ll never be finished.
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