THREE CORNERSTONES
B2B marketplace-dominant Demand Creators share three primary attributes – executed at the front end of the business design process – that shapes their belief system and liberates them from Sameness, the business disease that’s reached epidemic proportions.
FIRST, they comprehend and embed on a deep, critical thinking level W. Edwards Deming’s philosophy. When leadership truly understands what a “system” is, only then can widespread variation—think “organizational chaos” and “costly waste and rework” – be rooted out. It is this wisdom that allowed war-torn Japan to become an economic superpower.
SECOND, they possess organizational purpose that transforms their productivity, efficiency, and overall profitability in significant ways. And when clear expectations of how the organization should behave and what it obsesses over emotionally and operationally are added, system-wide clarity and alignment materializes. As a result, virtually all KPIs improve.
THIRD, design thinking becomes paramount in developing “unprecedented” customer value. Not incremental value, or mere value add. Rather, the type of value that allows the company to become a Category of One; to effectively Break from the Pack—the competitive herd. The kind of value that attracts ideal, target customers without much help from the Sales organization.
Create Organizational Fitness
- Discover your corporate purpose, aka the “Higher Calling”
- Identify Core Behaviors and Obsessions
- Determine your most important, current Mission
Lower Operating Costs
- Identify and reduce systemic waste and rework
- Harness and improve process variability
- Learn how data produces superior decision-making
Design Unprecedented Value
- Learn how to “take customers to an impossible place”
- Master how to “see what others miss”
- Pinpoint your Dream Customer and their “unspoken” needs