The Next Next Common Sense
Effective guiding principles for mental models share several characteristics:
• Simplicity : They can be expressed in straightforward language that everyone can understand • Memorability : They're easy to recall, especially in high-pressure situations • Flexibility : They provide direction without dictating specific actions • Authenticity : They align with the organization's genuine values and capabilities • Actionability : They can be applied to concrete decisions and situations When SmithKline merged with Beecham, the newly combined phar- maceutical company faced integration challenges. Their solution was a pro- gression of simple guiding principles that evolved with the organization: First: "The new and better healthcare company" Next: "Now We Are One" Then: "Simply Better" Finally: "The Simply Better Way" Each phrase served as a mental model anchor during a specific phase of the company's evolution. They weren't complex strategic plans but rather simple touchstones that guided how people thought about their work and relationships. In your own organization, identifying and articulating the simple rules that guide your mental models—both individual and collective— can transform how decisions are made and how change is navigated. Mental Models as Toolsets Mental models function as powerful cognitive tools that allow us to navigate complexity. Like any toolset, they're designed for specific pur- poses. A hammer is excellent for driving nails but terrible for tightening
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