The Ethical Tensions Between Bureaucracy and Digital

We live in an era of competing value systems—the lingering influence of impersonal, productivity-maximizing bureaucracies and the rise of authentic, relationship-focused digital ecosystems. Mark Schwartz, an enterprise strategist with AWS and author of the book Adaptive Ethics for Digital Transformation, takes us on an insightful journey examining the ethical implications of this clash through the lens of a mysterious envelope. In his 2023 DevOps Enterprise Summit presentation, Schwartz highlights the everyday dilemmas leaders face in balancing bureaucratic control with digital meaning, especially in building relationships, including:

• The Rule-Oriented Bureaucratic Legacy
• Digital Relationships: Personalized yet Untrustworthy   
• Cultivating Virtues Over Chasing Rules
• Forging Caring Rather Than Superficial Bonds

The Rule-Oriented Bureaucratic Legacy

Schwartz traces how the industrial revolution birthed bureaucracies—steep hierarchies focused on consistency, productivity, and control. With impersonality and deference to superiors’ key virtues, these systems prized obedience to rules and roles over individuality. Formal policies and ethical codes reigned supreme as the guiding compass. 

While seeking refuge in rules is comforting amidst uncertainty, bureaucracies struggle with change. Gaps abound on emerging issues like AI ethics, where new dilemmas regarding automation, bias, and transparency constantly appear. Bureaucratic policies also falter in addressing informal unethical behavior that strictly abides by the letter of written doctrine. Rules are necessary but insufficient.

Digital Relationships: Personalized yet Untrustworthy

Today’s organizations attempt to build digital relationships using legacy bureaucratic toolkits. Customer data fuels hyper-personalization across channels to mimic intimacy. Yet this masks underlying detached, uncaring mindsets that are still worried about productivity rather than meaning or humanity. 

As Schwartz suggests, these inauthentic, superficial bonds stretch the notion of trusted relationships. Friendships and caring partnerships require ethical obligations that transaction-focused institutions shy away from. There is a difference between personalization for manipulation versus understanding needs. Going beyond data to respect users as humans with agency remains a key digital ethics frontier. Leaders must align the experience with underlying values.

Cultivating Virtues Over Chasing Rules

Schwartz advocates shifting focus from micro-rules to macro-principles, from choreographed behaviors to cultivated character. What mindsets and virtues distinguish an ethical caring company versus a self-interested contractually bound entity? This lens helps tackle new digital dilemmas better than defined policies.

Rather than asking what rules apply regarding AI transparency, a virtues-oriented leader may ask: How would an intellectually honest organization communicate algorithmic decision-making to stakeholders? Rules certainly cannot be abandoned but can be complemented with principles guiding everyday choices.

Forging Caring Rather Than Superficial Bonds 

Navigating between bureaucracy and digital requires reexamining the bonds companies build with stakeholders—employees, customers, and society. Sliderule policies must become living documents imbued with care. Constructing caring systems where people bring their whole selves to work may better unleash meaning and innovation too. 

Beyond surface personalization, digital experiences reflecting true understanding and respect can create substantial long-term value. A steady moral compass matters more than strictly following prescriptive rules in increasingly technology-infused environments. Virtue-focused leadership can point organizations where they need to go.

To view the full presentation, please visit the IT Revolution Video Library here: https://videos.itrevolution.com/watch/873133112

- About The Authors

Leah Brown

Managing Editor at IT Revolution working on publishing books and guidance papers for the modern business leader. I also oversee the production of the IT Revolution blog, combining the best of responsible, human-centered content with the assistance of AI tools.

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