Verbing the Noun

Although this isn’t surprising, it’s a tad disappointing. Most of us joined the industry because we liked doing things. We get pleasure from the act of creation and from activities that surround the creation process. But as time goes on, we start to lose sight of this. Companies aren’t interested in the process as much as the product. Managers can’t measure the thought that goes in to a specification; they only see the document. In a previous company, Andy used to have a sign on his desk: