In just about any human endeavor, there are two dimensions at work. One is objective—elements that are black/white, yes/no, 1/0, and are easily measured and managed—while the other is subjective—these are the elements that are not easily measured like emotions, feelings, and behaviors. 

This set up fits with how our brains work. As Daniel Kahneman discussed in his work, in our brains, there are two systems constantly at work. One is slow, methodical, and calculating. This is the land of objective yes/no. The other system is fast, reactive, and emotional. This is the land of subjective love, hate, flight or fight. Both systems are constantly at play and providing influence. 

With this in mind, it would seem clear why addressing both dimensions is important. Think about our businesses, there is, on one hand, what we do, the delivery—the objective side. While on the other hand, there is how we do it, the concern we show for the people we do it for—the subjective side. Our brains consider both and so should we in the work we do.

Unfortunately, too many businesses put most of their focus on objective delivery. It makes sense, right? Delivery is easily measured. You did it or you didn’t. No unicorns, no rainbows, just cold, hard numbers that can be studied and plugged into processes that are predictable and repeatable. 

But what about the subjective element? Like it or not, in line with how our slow/fast brain works, it’s simply not enough to objectively deliver, even if the delivery is good and gets the job done, you must subjectively do it with a smile and some TLC. Here’s proof. Two doctors have complimentary schooling and qualifications. One is kind, listens, and shows concern for their patients’ fears while the other is all business, talks in medical language, and doesn’t show any concern for how their patients feel. Who would you rather have at your bedside? I’ll bet it was doctor 1. And if you can make this choice, you better believe your customers make similar choices about you and your business. 

So, what do you need to do in your operation? 

You need to pay attention to the subjective dimension as much as the objective one. You need to make how you make people feel as much a part of how you operate as all those details surrounding your delivery. You need to infuse those subjective rainbows and unicorns into what you say and do in every meeting and interaction internally and externally because making the subjective dimension come to life requires everyone doing it from top to bottom. 

And if you are a naysayer and can’t be bothered with this touchy-feely stuff, just keep this in mind, while what you can measure is easy to show, what’s difficult to measure might be easiest for your customers to remember. 

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