Only 1 in 9 companies succeed in building a durable business. TwoBRAIN® Diagnostic offers a systematic procedure to ask and answer the most critical questions confronting a management team, providing confidence and clarity.
Using TwoBRAIN® Diagnostic, we work with clients to make their ideas actionable and deliver predictable outcomes by combining creative strategy and technology. As the business world goes digital, Altima Business Solutions research shows that a leadership strategy that successfully couples human creativity with objective technology produces better decision-making, performance tracking and risk assessment.
TwoBRAIN® Diagnostic analyzes 9 critical areas of the organization: Operation, Systems, Strategy, Execution, Brand Promise, Customer Experience, Innovation Capacity, Metrics and Goals, in order to identify if they are healthy, effectively aligned and allow organizations to achieve their objectives.
Examples of benefits of TwoBRAIN® Diagnostic
Strategy is the roadmap developed to successfully bring products or services to market and achieve sustained competitive advantage. It explicitly articulates the business’ objectives, actions and resources required to achieve them.
Structure defines how resources are organized and operated, including roles, responsibilities and accountability relationships. Our diagnostic helps companies understand where their operation is strong, where it is weak, and most critically, if it is built to achieve their strategic priorities.
Systems are the processes and procedures which provide a clear and consistent blueprint for how business is done on a daily basis and how decisions are made. It helps strengthen weak elements of the organization and embed good decision making and execution in the everyday activities.
Execution is the ability of both the management team and employees to perform. It also includes capabilities, competencies, attitudes, beliefs and motivation. More than just the skills needed to support an organization’s growth and next step, this element reveals the unwritten rules that define how work is really done.
Brand Promise is the company’s commitment to their audience on how they will consistently deliver their unique value. It drives all of the company’s actions and investments in people, processes, products, technology and delivery channels. For that reason, creating a catchy slogan to appeal to customers is not enough since its main audience is internal.
Customer Experience is the customers’ perception of their rational, physical and emotional interaction with any part of an organization. It is this perception that drives their behavior and creates loyalty. Gauging customer loyalty and clients’ perceptions allows the business to single out those that tie back to the most valuable growth.
Innovative Capacity is the capacity to move beyond the current ways of doing things and the current ways running companies. All industries use information technology, new kinds of materials, new kinds of technology, etc. There are no low tech industries anymore, only low tech companies that have not awaken to how to get the most value and productivity from their activities.
Metrics are important because they offer feedback. However, more critical than just having metrics is implementing the right metrics that drive success in the right direction, otherwise a business is just working faster in the wrong direction.
Goals articulate a company’s mission statement, bringing its vision to fruition. Their inherent values determine how a business is steered in the right direction. Unfortunately, figuring out exactly what the right direction is, and the road map to get there, is not a no-brainer.
It is easy to understand what effective and ineffective elements look like. Yet, separate elements that are effective on their own do not necessarily lead to optimal organizational alignment.
TwoBRAIN® Diagnostic helps companies outline gaps, inconsistencies and weaknesses between the relationships of the elements and decide where and what changes should be made to realize maximum alignment and achievement of their goals.
How to use TwoBrain® DIAGNOSTIC
TwoBrain® DIAGNOSTIC will be very valuable to you by:
- Improving performance
- Implementing a new strategy
- Aligning departments and processes
- Facilitating merger or acquisitions
You can use the tool to analyze a project, the company current situation, a proposed future situation, and identify gaps and inconsistencies between them. It is then a matter of tuning and aligning the 9 areas to ensure that the organization reaches its goals in an effective and sustainable fashion.
TwoBrain® DIAGNOSTIC is a great framework to help you ask the right questions, but it will not give you all the answers. However; with the right talent, experience knowledge and execution the impact and results can be measured immediately.
Here is a sample of the questions you will need to explore in order to understand the true health of your company:
- What is your strategy?
- How will you achieve your objectives?
- How do you handle competitive pressure?
- How do you stay ahead of the trend?
- What is the corporate structure?
- What is the hierarchy?
- How is the company divided?
- How do departments coordinate activities?
- What internal processes does the team use to keep on track?
- What are the controls in place?
- How are the controls monitored and evaluated?
- How effective is leadership?
- How well are teams functioning?
- What are the core values?
- What need/pain does your product/service satisfy?
- What feature does it need to do it?
- How are you different from the competition?
- Do you know what customers say about your brand?
- Why customers buy your service/product?
- Where do they preferably get your service/product?
- What changes for your customers when they experience your service/product?
- What are your industry trends?
- What is the next technology, new material, etc., to incorporate?
- Looking closer at the problem solved, which steps of the solution can be simplified?
- What metrics are you using?
- Do they all have the same weight?
- What are the short terms goals?
- What are the long-term goals?
- How are they communicated to the entire organization?
Using the information you have gathered, look at gaps and inconsistencies between the areas. Click here to download the TwoBrain®DIAGNOSTIC Matrix to check off alignment as you go through the following steps:
- Are your goals consistent with your strategy, structure and systems?
- Do your structure, systems and execution support each other? Identify where changes need to be made
- Is your brand promise, customer experience, innovative capacity and metrics aligned? Do they support each other? Do they support your structure, your goals and execution? If not, what needs to be adjusted?
- As you tune and adjust each element, repeat the steps to evaluate the new iteration