Are Best Practices Really Best?
best practice; noun: a procedure that has been shown by research and experience to produce optimal results and that is established or proposed as a standard suitable for widespread adoption (Merriam-Webster Dictionary).
A few years ago, I read Stephen M. Shapiro’s boldly titled book Best Practices Are Stupid: 40 Ways to Out-Innovate the Competition. Having wrestled with the potential pitfalls of best practices, I was curious to understand a considered perspective on the subject.
Shapiro asserts, “Innovation is the key to long-term growth. Although many companies are enamored with utilizing best practices … duplicating what others are already doing relegates you to a continuous game of catch-up. Following in the footsteps of others is the fastest way to irrelevancy. Instead, create your own path.” Ultimately, Shapiro’s book is practical, offering 40 tips on creating a culture of innovation and avoiding reliance on best practices.
I know best practices have their place. They can help with benchmarking, inform technical processes, and ensure safety and precision. Specific industries, processes, and job functions require strict adherence to best practices.
But, when it comes to excellence in consultative sales, reliance on best practices falls short. As consultative sellers, thinking creatively and looking beyond the tried and true to solve our customer’s unique problems is essential. If we depend on best practices in our sales approach—we miss the potential to break through, deliver original ideas, and provide outsize value.
Here are 3 reasons to rethink the pursuit of best practices.
Best practices can be limiting. Best practices are often based on past experiences or industry standards, which may only apply to some situations or contexts. By adhering too strictly to best practices, individuals and organizations might miss opportunities to find more innovative ways to achieve their goals. Salespeople differentiate themselves by knowing the relevant best practices yet challenging the status quo to encourage customers to think differently about solving their problems.
Best practices stifle innovation. By its very definition, a best practice is widely adopted. If everyone else already uses the best practice, it’s no longer an original approach. Experimenting with a new approach may lead to discoveries that wouldn’t have been possible by following best practices.
Best practices inhibit creativity. As salespeople, our job is to create long-term value for our customers, help them solve problems, and generate revenue for our organization. Leading with best practices hamstrings our inclination to think creatively and take risks. While trying uncharted practices is not guaranteed to deliver results, it will foster creativity and risk-taking—essential ingredients for growth and innovation.
Shapiro suggests, “Don’t think outside the box; find a better box … to innovate inside of.” So the next time you’re seeking best practices, try reframing your quest as one for “better practices,” “next practices,” or “different practices.” This slight shift in language and perspective is bound to pay off.