A Real World Example of Strategic Intuition (Part 2)

In my last post, I attempted to describe Kevin Kelly’s approach to problem-solving, using Strategic Intuition. In this post, I will describe another example of Kevin’s problem-solving in his work with New York City government. Before I do, I’ll provide Kevin’s four step problem-solving approach (you can read my last post for more detail on each step):

1. Problem Identification
2. Determine What Is Needed
3. Search For Solutions  
4. Create the Solution

Kevin’s Second Example: NYC Business Express
Kevin Kelly’s second project was much more difficult than his first, yet, if he were to succeed, it would revolutionize how small businesses operate in New York City. Mayor Michael Bloomberg assigned Kevin to the task of creating an online one-stop place for small business owners and operators to take care of permit applications, make payments online, etc.

For small business owners, navigating the maze of applications, permits, and regulations for the more than 20 city agencies (plus the state and federal agencies) was a daunting, costly, time-consuming task. Businesses wanted a process that was predictable, easy, consistent and clear, but what they had was the opposite--a Byzantine labyrinth of agencies, applications, permits, and regulations with no clear path to navigate them. It was a manual system with lots of paperwork needed, not to mention the time spent at agency offices, plus the cost and hassle of fines for omitting even one step in the process.

The Problem Identification Step (Kevin’s First Step) is too complex to recount here, but his second step, Determine What Is Needed, provides a clear road map to where Kevin would ultimately look for his solutions. Here is what Kevin determined his needs to be:

• Provide Simple Information and Instructions: These would be interactive and customized to the needs of the small business owner (the customer).
• Allow Multiple Permit Applications: The online system would support the ability of business owners to simply and easily apply for multiple permits from different agencies.
• Permit Online Payments: Business owners could pay for permits, application fees, and even fines online.
• Manage Online Accounts: Business owners could create an online account that would save pertinent information about their business, would allow for multiple sessions, and would automatically update their status and balances.

Once Kevin had determined what was needed, he began his search for solutions components (his third step). He found three solution examples that contained the elements he needed to stitch together his ultimate solution. They were:

• Turbo-Tax: Turbo-Tax guides online users through the quagmire of the Federal Tax Code with simple interactive questions. The same technique and technology could be harnessed to guide small business owners through the maze of permits and applications in an online system.
• Online Banking and ATMs: Bank customers are able to remotely access their accounts, check on balances and activities and also manage their accounts.
• Common Online College Application: Known as the Common App, prospective college students fill out a single online form with basic personal and demographic information. This can be used by the applicant to apply to any of the 414 colleges and universities using the system. Some schools may require additional information but the student only has to fill out the basic information one time and then update it as needed.

These three solution components were used by Kevin and his team to create NYC Business Express, an online that is “a one-stop website that makes starting, operating, and expanding a business in New York City clearer, faster, and simpler.”

In my phone conversation with Kevin Kelly, he adds this important advice in creating a solution:

• Be concrete in working through each step. “What does it mean to do X, Y, or Z?”
• Be ruthless in pushing to break down complex processes into useful and discreet components.
• Focus on creating something useful, not perfect.
• Create a mechanism for feedback from customers. NYC Business Express uses customer focus groups and input from their online “Feedback” button to continually solicit feedback from their customers.
• Create an open architecture so that the processes and products can be continually upgraded and improved as needed, based on feedback.

Thanks to Kevin for presenting to our group at Columbia U and for taking time out of his busy schedule to talk to me by phone. I hope I have accurately captured at least some of his approach in using Strategic Intuition to find creative and workable solutions.