I have written about the Business Compass tool in a number of blog posts recently. The Business Compass is a tool that can be a very powerful way of communicating your organization’s;
1) Vision
2) Mission
3) Values
4) Strategic and Operational Priorities
6) Leadership behaviors
I have defined all the components of the Business Compass except for Leadership Behaviors in past blog posts. So, what are Leadership Behaviors?
I am an avid mountain biker and recently went on a ride that I have done many times in the past. It is a 28 mile single track ride in the Canadian Rockies that climbs and then descends over 4300 feet. In good weather I typically complete this trip in 3.5 hours. This time, however, it took me 5.5 hrs as I did not see the warning sign at the train head (picture above) until after I was finished! Due to significant flooding the previous year, the trail was literally destroyed in many places and required a lot of detours and carrying my bike while dealing with washouts, rock avalanches, mountains of debris and missing bridges.
I could not help thinking about the parallels between mountain biking and business as I was fighting my way through these obstacles. I have listed some of them below;
A few weeks ago I introduced a tool called the Business Compass. This tool provides the means of visually communicating your organization’s vision, mission, values, brand promise, leadership behaviors and strategic and operational priorities. I have previously blogged about vision, mission, values and strategic and operational priorities but what about Brand Promise?
Brand Promise is simply what the company promises to the people who interact with it. Companies that are able to follow through on their brand promise, create real brand value with their customers. This brand value can be measured in a number of different ways (see the Forbes article “Worlds Most Valuable Brands – Behind the Numbers” for one example) but essentially it comes down to how well known and respected the organization is and how much revenue this notoriety brings in. Forbes also rates the Valuable Brands with Apple, Microsoft and Coca-Cola right at the top of the list for last year.
The important thing to remember is that a brand isn’t what you say it is unless your corporate actions, services and products align with the brand promise. The litmus test for this is to ask your customers. They are the ultimate judge for a brand. Ask your customers what your organization means to them and you will get a excellent picture of what your brand is outside the walls of your organization.
In his book The Future Arrived Yesterday: The Rise of the Protean Corporation and What It Means for You
According to Malone, the Protean Corporation “must find a way to continuously and rapidly change almost everyone of their attributes – products, services, finances, physical plant, markets, customers, and both tactical and strategic goals – yet at the same time retain a core of values, customs, legends, and philosophy that will be little affected by the continuous and explosive changes taking place just beyond its edges.”
How can the Protean Corporation do this? By structuring itself into three distinct groups;