Getting the best from norms and practices requires a different focus to most daily work. Norms and practices are embedded in the two key attributes of an organisation, its technical content and its organisational context.
Organisations have a technical content, which is about the knowledge, skills, resources, systems and actions they use to produce their products and services. The technical content of a construction firm lies in engineering, project management, tender submissions, safety and contract management. For a restaurant the technical content would include hygiene, customer service, safety, food handling, hospitality and many other skills. All organisations have corporate technical content, dealing with human resources, finance, communication, legal, marketing and governance. The technical content is part of what makes an organisation unique, locates it in a sector and creates its products and services.
The organisational context is how the organisation, specifically the people in it, thinks, feels, processes, learns, engages issues and opportunities or avoids them. No matter how high the quality is of its technical content, the organisational context will enhance or diminish the performance of the organisation.
It is tempting to just focus on the technical content. It is very important, obvious, usually measurable and at arms length. The organisational context involves our feelings, relationships, egos, rivalries, corporate politics, status and reputations. Engaging these can be personally confronting. It requires maturity, respect, open mindedness, tolerance and a willingness to learn and relinquish existing convictions and comfortable assumptions.