Sangeet Paul Choudary, my friend from business school, became a global business guru essentially based on one idea – that businesses can either be “platforms” or “pipes”, and that a business that is a platform can add far more value than a business that is just a pipe.
If I think about it, I currently work for a company that can be best described as a pipe (rather than a platform) and I think it’s doing quite well. From that perspective, though a platform business can be more successful it’s possible to build a good pipe business as well.
All that aside – one random thought I’ve got in recent days is that – pipes and platforms don’t apply to businesses alone. Even people can be “pipes”. Rather certain peoples jobs make them pipes. In other words they are pipe jobs.
What are pipe jobs? These are jobs where the persons responsibility is to act as a pipe between two other people. The pair of people they connect can vary over time – but this is the essence of the job. Essentially the job is about acting as a bridge between two people.
The classic pipe job is the translator or interpreter – whose job is to literally ensure that two people who might otherwise find it hard to communicate can communicate.
However there are more such jobs. For example you must have come across people in your company who – irrespective of what you as them, ask someone else for the answer. And then convey that answer to you. In other words – they are a pipe through which the question and answer flows.
That said, they need not ask the same person for the answer each time. Instead they might decide based on the question who the right person to ask might be. In fact that is a classic way in which they add value – by determining which two ends to connect themselves to.
Spokespersons and envoys, of course, are again classic pipes. They lack independent authority but represent their masters/mistresses, and act as a pipe between them and the rest of the world. Unlike the corporate pipes mentioned above, theee people usually don’t add the additional value of figuring out which ends to connect.
So in a corporate context, how do you go from being a pipe to a platform ? A risk averse way is to be a connector – to determine which two ends to connect each time you are asked something. I thjnk there are several titles for this kind of role – seen a lot in software companies.
A more risky but much more rewarding way to get out of pipedom is to develop an opinion – you might still connect and represent people but over a period of time you learn and develop an opinion. So not every question needs to be forwarded to the other end of the pipe. However your years as a pipe would have helped you build credibility among the ends of the pipe. And so you can be a better pipe.
I think this theory is genetic enough – most of you who work for companies should be able to think of several roles whose jobs essentially involve being a pipe!
What have I missed out on here ?