Using bits and bullets versus telling a story inside an organization is like trying to communicate with automated directory assistance. In order to squeeze more costs out of our business units, we talk more often to technology than we talk to humans. Consider dialing directory assistance. Instead of just asking a person to look up a number for us, these systems rely on our ability to pronounce the name correctly. Indeed, this is powerful technology that saves a lot of money, but what these systems don't take into account is your "context" when you are placing the call, such as background noise. When you are sitting in Starbucks and you call 411 (or an airline, rental car company, etc.) from your cell phone, the automated voice says, "What listing?" You reply, "Avis Rent A Car," while in the background the barista shouts "DOUBLE SHOT HALF-CAF SOY VANILLA LATTE--RECALL! ADD SPRINKLES!" The automated voice says, "I'm sorry. I didn't get that. Could you say that again?" It's funny; we build these systems to sound human and they end up sounding confused. All you really want is a real person who can say, "Wow, you must be in Starbucks or something. Did you say 'Avis Rent A Car' or 'Ava's Tent Bizarre'?