BUILD ON YOUR UNIQUE ADVANTAGE
Every organization is unique and that uniqueness is a source of competitive advantage - a powerful attractant for the right customers or clients, the right staff and the right partners. But if they are to find you, you must show your true self - clearly, unambiguously and consistently. Our mission is to enable you to do that.
We will be you guide and ally in the quest for the source of your enduring differentiation. Once discovered, we will work with you to implement it - in how you lead, in how you market and attract customers, in how you attract and develop talent, in how you generate intellectual capital.
Your organization's authentic identity - the meaning it seeks to create for everyone it impacts - is the root of your ability to create value. It's a powerful, transformational strategic organizing principle. It is also a mandate: it must be lived.
Click on the links in the navigation bar to the right to learn more about the three phases that we typically move through in our work with organizations (Discover, Embody and Communicate).
How do you know if and when you need us? We have learned over many years of doing this work that the events and symptoms listed below are usually a good indicator that it's time to pay serious attention to your authentic organizational identity.
Trigger Events for Organizations
- Merger or Acquisition – when two or more “tribes” need to develop a credible, common, motivating identity
- Rapid Growth – when you have an influx of new senior players, who need to weave their stories into your organizational narrative
- Prolonged Austerity – when morale is low, promises have been broken and the temptation to deviate from core values is strong
- Changing Value Proposition – when you add capabilities, offerings or markets that alter the organization’s promise to its stakeholders
Symptoms and Signs for Organizations
- You spend a lot of time, money and effort attracting people who don’t fit and don’t stay long, and attracting customers who turn out to be difficult and expensive to please
- Your senior team members tell quite different stories about what the organization is or does, and why it is valuably different
- Your internal beliefs, behaviors and processes do not support – maybe even conflict with – the promises made by your external brand and marketing communications
- Your investment in thought leadership is episodic, hard to focus, and disconnected from your marketing process.
If your organization is going through any of these events or symptoms, then accessing and harnessing your unique value-creating identity will significantly boost its performance. Click here to learn how we can help you.