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Guest post by: Michael Gerber Become an Author

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It has been a long time since I read the most extraordinary business book I have ever read, Organizing For Growth by Theodore Levitt.

For whatever reason, I find myself revisiting it now (I no longer have a copy of the book, but the theme still lives within me) as I begin to create a more simplified, but more holistic approach to working with organizations to do just that…organize for growth.

There are three components to this newly defined process of mine…The Organizing For Growth Process®

The first component is called Intentional Dreaming®. It is the process I have invented in The Dreaming Room. The form it takes in the creation of a venture worth pursuing comprises four distinct steps: creation and realization of The Dream, The Vision, The Purpose, and The Mission of a meaningful venture. These four steps move the awakening entrepreneur through the four psychological and pragmatic Divisions of the entrepreneurial personality: The Dreamer, The Thinker, The Story Teller, and The Leader. Component One is completed with the creation of a White Paper which clearly articulates the Great Result® the new venture is intended to produce (The Dream, The Vision, The Purpose) and the process by which it is built and realized (The Mission).

The second component is called Intentional Organization®. The Structure or Architecture of the Business Model, what it looks like, how it works, the fluency of performance, and the documentation required so as to produce scalability of its unique, highly differentiated performance. Once Intentional organization is complete, the Venture is ready to grow. One does not organize people, one organizes Work. Projects. Programs. The Work of the Organization. The Projects of the Organization. The Programs of the Organization. The Work of the Organization is that which goes on repeatedly in the Key Functions of the Organization…financial work, marketing work, administrative work, technology work, and so forth. The Projects that go on in the Organization have a beginning, middle and an end. The arise with an objective in mind, and end once that Objective is successfully or not so successfully completed. The Way one Organizes a Project determines the likely success or failure of that Project. The Organization of projects is a critical competency of the Organization. The Programs that go on in the Organization, are best described as repeating Projects. We do a Program again and again and again. A Program is designed to produce long term results. A Program provides the Organization with the potential for scale. The Programs of an organization are essentially the Products of a Company, while Projects are the means to create Programs. And Work is what we do while we are completing Projects and delivering Programs. Once the seminal Intentional Organization initiative is complete, the Organization is ready to grow. The seminal Intentional Organization of an Organization is that which creates the essential components of its Operating System, its ability to be called whatever it’s Dream, Vision, Purpose and Mission have designed itself to be.

The third component is called Intentional Growth®. Intentional Growth is the product of Direct Response Marketing. Direct Response Marketing is the methodology through which the Organization makes its promise to its prospective customer in order to elicit a response from its prospective customer, and converts that response into a sale. The promise is that which the organization has intentionally organized itself to deliver, the Dream, Vision, Purpose and Mission the organization has set itself out in the world to fulfill. The raison d’etre of the Organization, its reason for being. The zeitgeist of the entrepreneurial mindset; the meaning of it all.

So it is that the creation and design of a company worth pursuing is a continuous process of Intentional Dreaming®, Intentional Organization®, and Intentional Growth®.

The Process for proceeding with the development of your Company is straightforward.

Any questions?

Thanks for listening

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