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PROCESS
FOR CREATING AN ASPIRATION-DRIVEN BUSINESS STRATEGY™
Identify
the company’s key constituencies. Who are your customers?
Investors? Employees? Suppliers? Community leaders? Those may
sound like easy questions, but many leaders may be surprised at the
diversity of opinions given by colleagues and others asked those
questions.
Begin by enriching your understanding of what each of the constituencies identified above aspire to in their relationship with your organization from the many sources at your disposal,
e.g., customer satisfaction surveys, meetings with investment analysts, investor profiles, employee satisfaction surveys, exit interviews, culture assessments, meetings with suppliers, supplier relations councils, market research, community forums, meetings with community leaders, etc.
Ultimately, however, you must change the nature of the conversation you have with each one of your constituencies to focus on the formula for growth: His or Her Hope (emotion) + His or Her Aspiration (vision) + a relationship with your organization = Transformation and Growth for Everyone.
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Example of how Boeing fulfilled the aspirations of a key supplier: "Research and development spending on the 787 is about the same as its work on the 777, 747-400, 757 and 767. Staying on budget, however, is far easier because we have more control over the production plan, saving both time and money. There is less hands-on micromanagement by Boeing on how we do everything we do -- it's more a functional design requirement."---Clay Jones, CEO, Rockwell Collins, CBS MarketWatch, 12/19/05
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each constituency relationship with the business process(es), if
any, dedicated to serving them.
Evaluate
how well each of these relationships is being fulfilled by the
business process(es), if any, dedicated to serving them, and…
Develop
action steps to further enhance your organization’s capability
of fulfilling each constituency’s aspirations. Such actions
may include adapting your organization’s business
processes, structure and culture to better fulfill the aspirations
of your organization’s key constituencies in a balanced and
equitable way.
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