Ever since economic thinking captured the public mind in the 18th century, efficiency has been a prime preoccupation of nearly every organization. As Americans were declaring their independence in 1776, Scottish economist Adam Smith was explaining how pin makers would be vastly more productive by dividing the manufacturing process into separate steps performed by different workers, than by having each worker construct a whole and finished product. Smith popularized the idea of efficiency which was quickly enshrined as a preeminent goal for business, government and eventually for the nonprofit sector. Much of what we do in campaigns is driven by the demand for increased effici
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