The SHIFTPOINTS Blog

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10-31-16

WISDOM FROM GALLUP - DELIVER YOUR BRAND PROMISE

According to research from Gallup, only 50% of companies deliver on their brand promise.

You don’t need a Harvard MBA to figure out that 50% of companies don’t.

How about your organization… which half are you?

If you are not sure, perhaps you should start by taking a fresh look at your brand promise. Is it crystal clear? After all, you can’t deliver on a brand promise that no one understands.

Next, take a hard look at your company from the outside in. Put your executive team in your customer’s shoes. Try ordering your own products. Try using them. Try calling your own help desk.

These two activities are just a start, but for most organization, they are very revealing.

And often quite humbling.

SHIFTPOINTS® helps companies unleash the accelerating power of alignment.
10-24-16

WISDOM FROM MARC BENIOFF, CEO OF SALESFORCE

One of the companies I admire most is Salesforce.com.

I especially appreciate Marc Benioff’s perspective on the importance of alignment.

“I've always thought that the biggest secret of Salesforce.com is how we've achieved a high level of organizational alignment and communication while growing at breakneck speeds. While a company is growing fast, there is nothing more important than constant communication and complete alignment.”

We advise companies to develop a unique, one-of-a-kind way of creating alignment. Theirs is called “V2MOM,” an acronym that stands for vision, values, methods, obstacles, and measures.

Benioff infused this into their DNA from the beginning, and clearly it has worked. Salesforce has reached $5 billion in annual revenue faster than any other enterprise software company.

SHIFTPOINTS® helps companies unleash the accelerating power of alignment.

Quote is an excerpt from Marc Benioff's book "Behind the Cloud.”
10-17-16

WISDOM FROM GEICO - EVERYBODY KNOWS THAT

“Fifteen minutes can save you fifteen percent or more on car insurance.”

Everybody knows that.

GEICO started running the fifteen percent campaign (developed by The Martin Agency in Richmond) in 1999.

Fifteen years later, they are still at it.

In 2013, they even added a parody campaign where someone reads a "fifteen percent" ad and a second person says, "Everybody knows that."

One message. Fifteen minutes. Fifteen percent. Fifteen years.

That’s the kind of discipline it takes to build a winning brand.

SHIFTPOINTS® helps companies unleash the accelerating power of alignment.

10-10-16

WISDOM FROM AMERICAN PHARAOH, WINNER OF THE TRIPLE CROWN

Congratulations to American Pharoah, the first horse to win the Triple Crown in 37 years.

Similarly, winning companies win because they create a “triple crown of differentiation.”

First, winners create differentiation at the corporate-level. This is the basic premise of Decide One Thing… winning companies have ONE overall, unifying Differentiating Competitive Advantage (DCA).

Second, winners create differentiation for every product or service they sell. The product/service differentiation is aligned with corporate DCA. (Every BMW is an Ultimate Driving Machine.) In addition, products and services have unique and differentiating features or capabilities that add value.

Finally, winners create differentiation for every proposal they submit. Every proposal clearly articulates the corporate DCA, the product/service DCA, and adds specific differentiation that is tailored for that customer.

Doing all three is the corporate equivalent of winning the Triple Crown.

And like American Pharoah, those who do are in rare company.

You’ll find them in the Winner’s Circle.

SHIFTPOINTS® helps companies unleash the accelerating power of alignment.
10-03-16

WISDOM FROM BAIN AND COMPANY

Bain and Company is a leader in strategy consulting.

The people who work there are, as they say in Boston, “wicked smaaart.”

So, when the leaders of Bain’s strategy practice validate the advice we’ve been giving, it feels especially good.

Here is an excerpt from a Harvard Business Review article written by Chris Zook and James Allen:

“Differentiation is the essence of strategy, the prime source of competitive advantage. You earn money not just by performing a valuable task, but by being different from your competitors in a manner that lets you serve your core customers better and more profitably.

The sharper your differentiation, the greater your advantage.”

Or, as we would say, Decide One Thing, Align Everything, and Win!®

SHIFTPOINTS® helps companies unleash the accelerating power of alignment.

You can read the article, entitled The Great Repeatable Business Model here: http://hbr.org/2011/11/the-great-repeatable-business-model