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Guest post by: Roger Ingbretsen Become an Author

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Most organizations, for profit and non-profit want to enjoy a certain level of success. If the organizations desire is to be a good and solid entity it must at the very least orchestrate a basic transformation. The elements of that transformation should include:

• The articulation, and frequent re-articulation and refinement of a strategy.
• A cultural analysis with multi-faceted statements of the values that supports your strategy.
• An organizational structure that facilitates accountability and customer value focus.
• The implementation a “process” to measure attainment of stated objectives.
• The development of a “brand” that is lived internally and externally, which ties the vision and strategy into your cultural values.
• The selection of excellent people who are “on the same page” in support of organizational objectives.

All six elements are necessary to change the fabric of who you are and how you operate, so the organization can realize a breakthrough in performance. The breakthrough does not happen by focusing on prior poor performance but rather the breakthrough comes from focusing on all six of the elements required for transformation.

The transformation necessary to achieve world-class performance and the satisfaction all stakeholders’ desire is not easy — and it is never over. Going from a good organization to a great organization is not a quick trip, but rather a steady journey. Reaching the next level or breakthrough takes exceptional leadership at all levels, teamwork, along with a strong talent pool to draw from. You cannot have a world-class organization without world-class people. It is also necessary to continually reinforce and apply your stated cultural beliefs, which are fundamental to your performance. You must collectively “raise the bar” by living the essence of your organizational cultural beliefs, and by continuously adopting new ways of “seeing,” “being,” and “thinking.”

Collectively the organization must build a solid business foundation and win the hearts of customers and investors alike. One of the ironies of success is that the better you become, the higher the expectations become for the organization. You must focus on what is good and make it better. You must play off your strengths and make them stronger. It is often hard to think of improvement when things appear to be going well; however, that is exactly what you must do to go from a good organization to a great one. You need to continually foster a sense of urgency and be open to change and growth, because the market place will continually test you and challenge you to move to a new level of possibilities.

You must continue to create “the standard of excellence” and be the organization with the knowledge to shape your future and the future of your customers. You must continue to build, demonstrate, and communicate your knowledge to all those you come into contact with. You must continue to focus on reinforcing your brand and surround the organization and your customers with that brand through innovative new products and services. You must continue to transform your brand into a corporate “lifestyle” that all employees live and believe. You must continue to create products and services that solve real problems. You must continue to demonstrate your advantage over any other competing methods of doing business. Your organization must be perceived as “the” organization that the leaders in competing organizations and their customers see as the best resource of knowledge, products, services, and information to help them the most. You must be the sought after leader in your field.

Going from good to great requires hard work and dedication at all levels within the organization. You simply cannot just show up. You must show up on top and be perceived as the best possible solution to your clients/customers problems. Concentrating on the six elements cited in the first paragraph with a true focus for continually improving in these areas is a solid process which can drive your organization in the right direction.

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