Wednesday, September 07, 2005

Transforming Culture to Support Customers

David Wolfe at Ageless Marketing has taught me a new word, and I love it.

Concinnity
.
Has a bit of a ring for my hometown, Cincinnati. But it's meaning comes to the heart of attitude needed if companies are to make the transition from corporate-centric to customer-centric. This is the transformation I frequently write about because without it you cannot likely be a successful contextual marker.

David notes in his post "The Self-Actualizing Company" that concinnity means, “a skillful blending of the parts achieving an elegant harmony.” While the term usually refers to well crafted artifacts, there are also organizational concinnities – entities reflecting skillful blending of their parts achieving an elegant harmony.

You might refer to my previous post on "7,000 Moving Parts that Do Nothing." We can build Rube Goldberg machines or we can build companies that deliver value to customers so we can gain profitable revenue ... the choice sounds easy, but if so, why are so many companies still clinging desperately to traditional self-serving marketing?

David ends his post with a description of what a company built with concinnity looks like to outsiders:

"Then there are companies that seem to have it all together. They carry themselves with an engaging élan. A will for continuous innovation secures their adaptability to new challenges. They conduct their operations with a surefootedness that is the envy of their competitors. Stakeholders look up to these companies and hold them in their gaze with great esteem. Call these companies developmentally mature. They have achieved organizational concinnity. They exist and operate in elegant harmony internally and with all their stakeholders."

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