In 1992, Bill Clinton's presidential campaign faced a critical decision. Their challenge was clear: Americans were focused on numerous issues, but one stood out above all—the struggling economy. To maintain clarity, campaign strategist James Carville famously declared, "It's the economy, stupid." 

Carville’s reminder anchored the campaign's focus, avoiding distractions and leading Clinton straight to victory. Ever since, in every election, this statement is regurgitated on one side of the political aisle or the other, and sometimes both. That is because it is true. 

Today, as we are witnessing another massive technological wave—Agentic AI, Generative AI, and countless other buzzwords—we find ourselves again needing that same clear voice and compass for our businesses. 

This time, though, the mantra must shift slightly: 

"It's the process, stupid." 

The simple truth is, no matter how revolutionary the technology, without clearly defined, well-managed processes, innovation becomes mere noise. Historical patterns repeatedly show us that process maturity, not technological novelty, determines sustained success. 

Think back to the ecommerce craze of the late 1990s (aging myself here). Companies poured millions into flashy websites, prioritizing technological allure over fundamental business processes. Retail giants like Pets.com soared to multimillion-dollar valuations, yet quickly collapsed because their backend processes—inventory management, order fulfillment—couldn't handle real customer demand. Amazon, on the other hand, thrived precisely because it built its technological innovations around strong, resilient processes, integrating real-time inventory management and logistics at every stage. 

The same was true with Robotic Process Automation (RPA). During its hype peak around 2017, quick-fix implementations were widespread, yet 62% failed precisely because organizations overlooked underlying processes. Contrast this with healthcare companies that first redesigned workflows—cutting claim submission times by up to 70% through coordinated automation. 

Similarly, the SOA wave of 2008 saw massive initial investments squandered as companies neglected the integration of robust business processes, resulting in bloated costs. Cisco's turning point was simple yet profound: by embedding services into clearly defined processes, they saved $180 million annually. 

Generative AI is currently riding this hype wave, with 76% of marketers focusing purely on flashy, standalone content creation. Meanwhile, smarter players like Michaels Stores integrate AI directly into their personalization workflows, achieving 41% higher click-through rates. 

What should this teach us about Agentic AI? 

Agentic AI, which promises autonomous decision-making capabilities, risks repeating these familiar mistakes unless it's rooted in strong processes. Insurers leading in this area aren't merely deploying autonomous AI; they're embedding it into structured, predefined workflows—from damage assessment to policy validation, ensuring accuracy and accountability at every step. 

 
The Process-Value Correlation  

Data across hype cycles confirms that process maturity predicts technology success:   

• SOA: Firms with BPMN-based service designs achieved 40% faster integration (IBM, 2008) 

• RPA: Process-mapped automations yield 67% higher ROI (Nividous, 2024) 

• Generative AI: Marketing campaigns linked to CRM processes show 25–41% performance lifts (McKinsey, 2023)   

Gartner analysts explicitly warn against "hype-driven amnesia," noting that every disruptive technology since 1995 has followed the same adoption curve where Plateau of Productivity arrives only after process realignment. Field data validates this: Manufacturers using generative AI for predictive maintenance achieve 90% accuracy only when AI recommendations feed into technician dispatch processes, unlike standalone fault-detection systems.  

Conclusion: The Immutable Hierarchy

Technological hype cycles persistently obscure a non-negotiable hierarchy: robust processes enable technology value, not the inverse. From SOA's governance renaissance to generative AI's personalization breakthroughs, sustainable innovation occurs when organizations:   

1. Map value-chain processes before technology deployment   

2. Design technology as process enablers, not replacements   

3. Embed guardrails for iterative process-technology co-evolution   

As Agentic AI advances, enterprises ignoring this hierarchy risk repeating historical waste cycles, while those anchoring it to process excellence will accelerate through the Slope of Enlightenment. The data suggests a 43.9% CAGR for RPA and $30 billion generative AI market by 2030—but these figures will only materialize for organizations respecting process primacy. 

The lesson spans industries and decades: technology amplifies, but it never replaces the foundational need for robust, well-designed processes. Sustainable growth always comes back to clear workflows and structured approaches, ensuring technology doesn't just dazzle temporarily but drives lasting, meaningful results.

It's the process, stupid. Make it the mantra of your business, and you can ride to victory like Clinton did. 

What's been your experience? Have you seen technology succeed without strong processes? Or does success always come back to clear workflows and structured approaches? 

Curious to hear your take. 

 
P.S. If you are a true believer in process, you'll want to try out Business Compass. It lets you model, simulate, and capture process improvement opportunities all in one easy to use SaaS suite. Contact us.

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