GATHERING INFORMATION

GATHERING INFORMATION
An organization’s preferences for information gathering exert a
strong influence on behavior. Like individuals, corporations tend
to favor different (but equal) information-gathering techniques.
(See Figure 2.2.) Sensing organizations use corporate approximations
of the five physical sensations to gauge market conditions or
the quality and fit of products and services. Carefully observing
real and current surroundings, they value specificity, measurement,
and breadth of research. Companies that rely on their
senses listen carefully to their clients and customers and monitor
minute variations of supply and demand in their given industry.
12 INTRODUCTION
FIGURE 2.1 Organizational focus preferences.
Extroverted
• Learns by doing
• Prefers less intense work with
many customers
• Presents ideas in conceptual
form for discussion
• Frequent brainstorming and
planning sessions
• Employees assist each other
with work
• Internal communication by
talking in person or on the
phone
• May overdo sales efforts
Introverted
• Conducts research before
taking action
• Prefers in-depth work with
fewer customers
• Presents ideas in complete,
well-thought-out form, such
as a presentation or formal
memo
• Rare brainstorming and
planning sessions
• Employees tend to work
alone
• Internal communication by
memos and e-mail
• May undersell in sales
presentations
Groups that favor intuition tend to step back from market data
and concentrate on the bigger picture. Intuitive organizations
excel at making connections—recognizing unheralded relationships
and emerging trends. Preoccupied by the future, intuitive
groups embrace a vision of what could be rather than a commitment
to understanding the world as it is. Information-gathering
preferences shape an organization’s goal orientation, its divisional
structure, and the rhythms of work.While sensing companies pursue
incremental adaptations, market research, and efficient routines,
intuitive types seek out challenges, unmarked territory, and
new methodologies. Employees of sensing organizations earn
points for being thorough and reliable, while their counterparts in
the intuitive groups are rewarded for insight and their willingness
to take risks.