It's like Lean Six Sigma, only simpler, and much more fun.
Lean Six Sigma is about looking at how you currently do what you do and taking out variation and waste.
You have to start by recognising that your business is inefficient, inconsistent and wasteful. And you have to go though a lot of detailed analysis on where that waste comes from before you can start changing things.
The point is that ‘waste’ is simply what the customer isn’t willing to pay for, because it doesn’t contribute to the promise they’ve bought from you.
So I come at it from a different angle.
Instead of making you feel bad about where you are now, I help you uncover and make explicit the promise you make to your customer – which is always bigger and better than you think it is.
Then, instead of looking for waste and inefficiency in what you do now, I help you and your team imagine how it could be if everything you did contributed to keeping that promise, and work on putting that in place.
The end result is the same as Lean Six Sigma – a business that makes and keeps its promises excellently, consistently and much more profitably.
The difference is that getting there is quicker, easier and much more fun for everyone.
Building an autonomous enterprise starts with understanding the true value you deliver to the people who buy from you – the Promise you make to the people you serve.
We call this your Promise of Value, and in it we capture everything that makes your business unique and brilliant.
And it’s always bigger, better and deeper than you think it is.
Out of your Promise we find a Metaphor that captures the heart and soul of your relationship with your customers.
The result is a set of words and phrases you can use to explain how your business is remarkable, and against which you can judge everything you do.
With your Promise of Value and Metaphor clearly articulated, the next step is to design ways to deliver on that Promise that satisfy the needs your customers have now.
We help you to design what you do for your customers and how you do it so that the packages are easy for the right people to buy at the right price.
We find that the most common result of this exercise is that businesses simplify their offering and find it easier to attract the right clients.
At the same time they often find that both new and existing customers are willing to pay them more.
Next, we work on how you Share your Promise with the world – what most people would call your marketing and sales process: how you show up wherever the people you wish to serve will find you; how you present your Promise so that the right people will ‘get’ what you are about and want to go further, and how you help those people to decide whether or not you are the means to the end they seek.
The result is a tap that you can control – turning it up or down in line with your desire for growth and your capacity to deliver.
Everything we produce together is recorded in your own Marketing Playbook so you can carry on by yourself if you want to.
How you keep your Promise once a customer has bought from you is unique to every business – even those in the same industry. This is what creates delight and loyalty in the people you serve. This is what makes your business remarkable.
We take that remarkableness and use it to design a system that is structured around the experience you want your customers to have and that supports and empowers your people to lead the delivery of that experience on behalf of everyone who works in the business.
The result is a business you can rely on to keep the promises you make – even when you are not there.
The world changes, technology changes, customer needs change, and that means your business system will need to change too.
We help you build continuous improvement into your business system so that it can evolve, but always stay true to your Promise and to the people you seek to serve.
The result is a business that will last much longer than you, but which will have you in its DNA forever.