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BUSINESS ALIGNMENT

There is unbeatable strength in organisation that is focused on its Value Proposition and is totally aligned to that Value Proposition. This is a strength that gives lasting competitive advantage in the market because it is almost impossible to imitate

To be world-class all aspects of an organisation, including the Brand, Customer service, Culture and Leadership style, need to be aligned to the Value Proposition.

Alignment is like the focussed beam of light generated by a laser. Ordinarily, incoherent light consists of waves of many frequencies, in all phases, and moving in all directions. Light waves in a laser beam are coherent, organised in the same frequency in phase, and travelling in the same direction. This gives the laser the power to cut through even very dense materials.'''

You have the same power available to you through Alignment.

The diagram shows how these are related:

1. The relationship between the customer and the organisation define the Brand

2. The relationship between the staff and customers define the Customer Service

3. The relationship between staff and the organisation define the Culture.

Our Product

Our product is based on the foundation that there is no such thing as a universally 'best' setting for these aspects. The best settings will be VERY different depending on which Value Proposition is chosen. These differences are shown in the Chart below.

Settings For Customer Intimacy

The settings for Customer Intimacy have a shape of 2243 as shown in Chart 2:

 Chart 2 

The generalised shape of 2243 relates to a setting of 2 for quadrant A, 2 for quadrant B, 4 for quadrant C and 3 for quadrant D. Quadrants A, B, C, and D are references to Herrmann's Thinking Preference quadrants as shown in Chart 3 below.

In other words, Customer Intimacy needs to be world class in the C quadrant (relationships), very good at D (creatively solving the client's problems) and at least competitive in A (analysis) and B (systems).

Product Leadership

The settings for Product Leadership are a quite different shape than those for Customer Intimacy.

Settings For Operational Excellence

The settings for Operational Excellence are different again.

Read a living Case Study on Alignment.

The benefits of the process

1. Total clarity by all people in the organisation about what matters
2. Customers receive service which is consistent with the chosen Value Proposition
3. Customers and other external parties have a clear and self reenforcing image of the organisation, its brand and what stands for
4. Each part of the organisation reinforces the other parts with no parts fighting against or rejecting other parts of the organisation
5. Less Waste, Better quality, More profit.

Probable outcomes of Alignment

1. Customers become far more loyal because they understand exactly what the organisation stands for and can see this being put in place
2. All parts of the organisation work to the same agenda and reinforce the value proposition
3. Far less confusion and more focus on what really matters
4. All people (Tops, Middles, and Bottoms) contribute more effectively to the organisation's goals
5. Communication and decision-making is significantly faster
6. People are happier and more fulfilled because they are doing useful work
7. All staff have a greater commitment to the organisation and its goals.

In a word ...The whole organisation becomes as sharp and focussed as a laser.

Support

This product is supported by Bruce Holland who is a specialist in business strategy Wellington, nationally and internationally. He specialises in public sector strategy and other large private sector organisations.

Key words: strategy, strategies, business strategy, business strategies, strategy management, strategic management, strategy development, implementation.