I was a little reluctant to click on Greg Satell’s How Wells Fargo Learned To Innovate Around the Customer. First, it’s on Forbes, which has become virtually impossible to read on mobile devices because there’s so much blegh on the page that’s not related to the article. Second, whenever you see people talking about “The Customer”, you should be sceptical. There is no average “user” or “customer”, so this kind of thinking usually results in defining an impossibe target market:

Image source: Tom Fishburne.

That said, despite my fears, the article is quite good. It discusses how Wells Fargo uses ethnography in their business, and there are also signs that they don’t operate like a large, slow-moving corporation at all:

However, it is not just internal processes that have changed, but the culture as well. Ellis’s bankers don’t sit in cozy offices, quietly examining financial statements (nor does Ellis himself), but work in open cubicles designed to promote collaboration. They are constantly iterating, experimenting and testing.

This part, especially, surprised me:

Perhaps most importantly, they are not limited by a long range plan. There is no “five year death march” toward a transformation that will never happen—or be outdated by the time it does. Instead, their purpose is to improve their customers’ businesses and adapt quickly to shifts in technology and the marketplace.

I’d love to see more detail on how Wells Fargo remains lean despite being such a large company. If this is really how they operate, it’s encouraging proof that big doesn’t have to equal slow and tired.