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The Problem with Removing Humanity from Business Models

ROGER L. MARTIN

ONE FOR THE BAFFLING ITEMS BIN

In August 1984, I got a call from a friend to let me know he had just fired my youngest brother about three weeks before the planned end of his summer job doing research work for my friend’s startup consulting company. At the end of the call, in what appeared to be a bid to reassure me, he told me, “This isn’t personal; it’s business.” The attempted reassurance baffled me. Apparently, I was supposed to feel better that it wasn’t “personal.” As with many such things, I simply file them away in the back of my brain waiting for sense to emerge. ...

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