Right on the money (no pun intended). If we can’t explain how what we might want to promote (process) is simply the vehicle to deliver on their objectives then we will keep failing.

One thing successful people do is to look at a company’s annual report, read the key strategies and objectives, as told by the execs and then relate how what they can do (process wise) is simply a more effective way of the execs delivering on their stated objectives to the market.

As an aside I have been meeting a number of CEO’s over the past 12 months, and every one has told me that BPM is of no interest to them! When one digs further every one of them has been interested in what BPM can do for them, they just felt that it was another TLA and another fad, hence they said, they were not even listening when BPM ideas were pitched at them.

I guess it is the old story of selling features instead of benefits and using the language of the seller instead of the buyer. As you say in theory easy to fix but requires a culture shift in the way process people pitch their thoughts and ideas, either as vendors or internally within organisations.