When is a DeepDive not a Deep Dive

So When is a deepdive not a deep dive? It is interesting how the use for a name in a given field changes over time. Or to be more realistic how a sexy name for an interesting subject gets hijacked by others without really understanding or respecting difference?

In innovation, marketing and management the term Deep Dive was a methodology originally made popular by Ideo. It was a brainstorming or idea creation methodology.

Then came along Stanford with their DeepDive ( http://deepdive.stanford.edu/ ) which is a methodology. Or more accurately a software app to look at data.

DeepDive is said to be a trained data analysis system. The software allows developers to perform data analysis. Data analysis on a deeper level than other systems. DeepDive is targeted towards developers who are already familiar with Python and SQL

When is a deepdive, not a deep dive?

Common Terms around Deep Dive

Lets take a quick walk through some of the common terms and meanings.

Deep dive analysis definition

Harvard define this as something only senior leaders can do. They claim it is a “pattern of high-impact managerial behaviour”, or a new approach to change management. Quoting a list of references akin to an MBA paper without saying much! – Source: http://www.hbs.edu/faculty/Publication%20Files/09-109.pdf

Deep dive definition business. Is in essence an in-depth exploration (or review) of an environment or situation.

Deep dive analysis. Originally an IDEO brainstorming methodology

Deep dive business jargon. One of those phrases that is used my many, and understood by few!

Deep dive methodology –  Deep-Dive™ is the name of a technique used to rapidly immerse a group or team into a situation for problem solving or idea creation. This approach is often used for brainstorming product or process development.

Confusion around DeepDive

So many people have heard the jargon, the words, the language. It sounds sexy. It seems credible. It seems relevant and leading edge.

Go back 5 years and IDEO and deep sea divers were the only people using the language. Today much like a lot of “jargon” or terminology in the business word, it has been hijacked. Miss understood and applied to become common terminology.  It means something to everyone, and nothing to all.

Fad surfing

Why do the business world like new and shiny things? In particular those in the elite MBA establishments. They have made an art out of taking a phrase that is “interesting”, applying some new meaning to it and publishing a new book or theory. It seems that we all like to think of ourselves as innovators. As magpies if you like chasing the shiny new things.

Of course if people (customers) do not understand the jargon, but want to be seen as “leading edge” we buy-in to the consultant’s or suppliers rhetoric.

We live and breathe the “new toy”. Missing on the basics. Not delivering what our employers really need us to do. We stop listening to our customers and start to believe our own propaganda – or at least that of our profession.

So there you have it. Deep Dive was originally in the business world a marketing/ brainstorming tool. But now it is what it is. Meaningless and used in every situation. So before you assume and rely on google (other search engines are available) and articles like this – ask the person who used the phrase….

1.       So what do you mean by Deep Dive [or insert jargon of choice] exactly?

2.       What does it look like?

3.       How does it work?

4.       And how will we know when it has been successful.

And for (3) above say:

“Pretend I know nothing about Deep Dive [or insert jargon of choice],
how would you explain this,
step by step to an undergraduate student?”

So when is a deepdive not a deep dive? It is interesting how the use for a name in a given field changes over time. Or to be more realistic how a sexy name for an interesting subject gets hijacked by others without really understanding or respecting difference?