For every action, there is an equal and opposite reaction.
– Newton’s Third Law of Motion

Forward motion, then, comes from seemingly opposing forces. In the business world, opposing forces can mean conflict. Multiple points-of-view, different approaches, opposing priorities. All coming together, hopefully, in the name of progress and a common goal.

A few weeks ago, I saw futurist David Zach speak at the Wisconsin Governor’s Conference on Tourism. One of his topics was the “battle” between design and measurement. I see these forces collide on a daily basis.

Depending on who you talk to, each is the future of marketing and is only increasing in importance. The reality is that both perspectives are right. Design and measurement are both the future. Design and measurement are only increasing in importance. Both are essential. And Zach provided an interesting framework within which to think about this friction when he pointed us to a memorable quote from 1949’s The Third Man, starring Orson Wells…

“In Italy for 30 years under the Borgias they had warfare, terror, murder, and bloodshed, but they produced Michelangelo, Leonardo da Vinci, and the Renaissance. In Switzerland they had brotherly love – they had 500 years of democracy and peace, and what did that produce? The cuckoo clock.”

Conflict doesn’t have to be bad. It can even be “worth it.” Seemingly opposing forces coming together can create great gains.

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