Doing the Right Things is More Important than Doing Things Right
bothsidesofthetable.com
bothsidesofthetable.com
However, I believe that he implies a false dichotomy. I believe that both "do the right thing" and "do things right" are important. I believe that one of the keys to success is to synthesize top-down and bottom-up thinking together.
I believe that you need a supple mind or organizational culture that can ping-pong between the "big picture" and the "devil is in the details" repeatedly and quickly. By doing so, I believe you can do quick sanity checks to ensure that the big picture is practical. It also allows ensures that you don't waste time on unimportant details.
I have no proof this beyond of own experience. :-)
If A, B, and C are the keys to success, I may be able to succeed by doing a mediocre job on A, B, and C, but there's no way I can succeed by not doing A, B, and C, even if I do an excellent job on D, E, and F.
This deserves more attention. While it is certainly critical to the point the author makes, I think it goes beyond far that. With every employee being able to answer the question "why am I doing this?" clearly you can achieve a far greater sense of accomplishment among your staff. This has positive side-effects for much more things.
Reminds me of the Jack Nicholson line in the movie "As Good as it Gets" - "I'm drowning here, and you're describing the water!"
If you are interested in solving the problem described, check out Steve Blank's entry on "Mission, Intent and Values":
http://steveblank.com/2009/04/09/supermac-war-story-6-the-jo...
If you pick something else with a much larger upper bound (like a game or so), when you spend all the time optimizing, you'll expand and expand your audience, and make more and more money.