The problem with professionalism is that there’s only one way to get a job done right. For example, if you’re a DBA working from a relational background there’s no way that you could ever professionally suggest a NoSQL solution to a problem.
The great thing about professionalism is that you can get paid for your detachment to reality and by following “The Process.” The process is something that’s hard to argue with, has authority, and won’t ruin your career. But the process can ruin a business.
A good example of the process ruining a business is the current shakedown in advertising.
There used to be a process where creative output was cheap and what was treasured was the global reach of a global agency.
By following this process of client close, account executive direction and creative output through various channels, advertising turned a blind eye to the rise of the Internet.
Global companies no longer need the global reach of an agency. Global companies need social media experts who can leverage nodes of attention in form of Google, Facebook and Twitter.
Professionally, a creative steeped in radio or print cannot suggest that the solution is something Internet-based. By the same logic a social media expert, enjoying the zenith of the social media frenzy, cannot suggest professionally a non-social solution.
How do we escape such professional straight jackets?
The solution seems to be that being less focused leads to more insights:
“People who seem to have frequent insights do not do so by focusing harder on the problem, instead they have learned to switch off their thinking – to access a quieter mind on demand. Having insights involves hearing subtle signals and allowing loose connections to be made by quieting the mind – letting the brain idle with minimal electrical activity.” — David Rock