This website or its third-party tools use cookies which are necessary to its functioning and required to improve your experience. By clicking the consent button, you agree to allow the site to use, collect and/or store cookies.
Please click the consent button to view this website.
I accept
Deny cookies Go Back

Intelligent Management

Deming and Theory of Constraints for CEOs and Executive Teams for the Age of Complexity. Ess3ntial Critical Chain Project Management

  • THE DECALOGUE METHOD
    • The Problem for Every Business
    • The Systemic Solution
    • synchronize competencies
    • How It Works
    • business insight and foresight through systemic cause and effect reasoning
    • Our Education Modules for Systemic Management
  • about us
    • Dr. Domenico Lepore
    • the founders
    • Intelligent Management Success Stories
    • Our Books
    • Clients
    • Expanding Spiral of Positive Systemic Results with Intelligent Management
  • blog & books
    • Blog Theory of Constraints and Deming
    • Our publications
  • ITALIA
  • Contact
You are here: Home / systems view of the world / Purpose and Brand – Can They Be The Same?

Feb 28 2019

Purpose and Brand – Can They Be The Same?

One of the themes that comes up regularly in our work is that of purpose. This is because we generally start a relationship with a new client by analyzing where they are stuck today and how to move forward towards a more sustainable and satisfying future. In order to do this, we help them to verbalize a precise goal that reflects their purpose in the world.

Purpose and goal

Writing a goal in our approach has nothing to do with just slapping on a mission statement or verbalizing wishful thinking. It is a deep process that starts with the ‘raw material’ of all the things that are not right in the current reality of an organization. In the Theory of Constraints these ‘symptoms’ are called Undesirable Effects. That may sound a bit negative, but in fact it provides us with exactly the material we need to dig right down to the core of what’s undesirable about the current reality and what, instead, an ideal reality would look like. With this information, we can move on to help those involved in the process verbalize with precision the two legitimate, unalienable needs that they are trying to protect. These are their deep drivers and one has to do with control (and fear) while the other has to do with desire and vision. It is by identifying correctly these two needs that we can then derive a realistic goal that represents the purpose of the organization.

Where do we go from here?

So now we have a clear idea of purpose and needs, we can follow a structured thinking process to figure out why the organization is stuck and how to break free of that prison, or cognitive constraint as we have come to call it.

This involves surfacing all the assumptions (mental models) that lead the organization to be stuck. Once these are out in the open, we have the material we need to take the next step: find breakthrough solutions by invalidating the assumptions that keep the organization stuck in an undesirable reality so it can move towards a clearly identified desired reality. With the aid of some very robust, systemic Thinking Processes, we then have the opportunity to map out a complete roadmap for transformation to keep the organization continuously oriented towards its goal/purpose. See Building the Core Conflict Cloud by Dr. Domenico Lepore).

What is a brand?

For an organization to be successful in everything it does there needs to be a one-on-one correspondence between its purpose and brand. Anything less will lead companies to make decisions and take actions that are fragmented and even contradictory. This fragmentation is compounded whenever silos dominate. Instead, organizations need to shift towards a whole system approach that allows their purpose/brand to be expressed throughout the flow of all of its activities and interactions in a connected way.

This kind of unity of brand and purpose, when applied through a more holistic, customer-oriented organizational approach, will lead inevitably to more coordinated actions, smoother sales and marketing activities, and a more satisfying customer experience. Indeed, it will benefit the entire value chain.

Image courtesy of http://alphastockimages.com/

Intelligent Management, founded by  Dr. Domenico Lepore, helps leaders in organizations speed up flow, overcome silos, and  shift towards a whole system way of working through a synchronized  Network of Projects. We support our international clients through education, training and the Ess3ntial multi-project software to schedule competencies and unlock the potential of human resources. Based on our proprietary Decalogue methodology .

See our new books  The Human Constraint – a business novel purchased in 37 countries  so far and  ‘Quality, Involvement, Flow: The Systemic Organization’  from CRC Press, New York, by Dr. Domenico Lepore,  Dr. Angela Montgomery and Dr. Giovanni Siepe.

Written by angela montgomery · Categorized: systems view of the world, Theory of Constraints · Tagged: brand, core conflict cloud, purpose, theory of constraints

Search Form

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Sign Up For Our Systems View Blog!

Search Form

Recent Posts

  • Companies that Challenge their Limiting Beliefs Can Thrive April 23, 2025
  • A Method for Breakthroughs: The Theory of Constraints March 31, 2025
  • The Biggest Bottleneck that Blindsides Business: Management March 14, 2025
  • Revealing the inner nature of any organization to create a leap in performance February 14, 2025
  • Dealing with Uncertainty in 2025 January 13, 2025
  • Exponential Thinking for Exponential Growth December 1, 2024
  • Why Physics Matters for Managing Organizations Systemically November 17, 2024
  • Addressing the Cognitive Human Constraint in Organizations October 27, 2024
  • Obstacles, Ambition and Getting to the Goal October 10, 2024
  • The Theory of Constraints: Why Words Matter so Much September 27, 2024
  • Can a Systems Approach Prevent Greed? September 12, 2024
  • The Human Constraint that Frees Us August 30, 2024
  • Optimize Your Company for the Digital Age August 22, 2024
  • Beyond Teams: Build a Systemic Organization August 15, 2024
  • A New Generation of Entrepreneurs and Leaders Facing Unprecedented Challenges July 11, 2024

Social Icons

  • LinkedIn
  • Twitter
  • Vimeo

Archives

  • April 2025
  • March 2025
  • February 2025
  • January 2025
  • December 2024
  • November 2024
  • October 2024
  • September 2024
  • August 2024
  • July 2024
  • June 2024
  • May 2024
  • April 2024
  • March 2024
  • February 2024
  • December 2023
  • November 2023
  • October 2023
  • August 2023
  • July 2023
  • June 2023
  • May 2023
  • April 2023
  • March 2023
  • February 2023
  • January 2023
  • December 2022
  • November 2022
  • October 2022
  • September 2022
  • August 2022
  • July 2022
  • June 2022
  • May 2022
  • April 2022
  • March 2022
  • February 2022
  • January 2022
  • December 2021
  • November 2021
  • October 2021
  • September 2021
  • August 2021
  • July 2021
  • June 2021
  • May 2021
  • April 2021
  • March 2021
  • February 2021
  • January 2021
  • December 2020
  • November 2020
  • October 2020
  • September 2020
  • July 2020
  • June 2020
  • May 2020
  • April 2020
  • March 2020
  • February 2020
  • January 2020
  • December 2019
  • November 2019
  • October 2019
  • September 2019
  • August 2019
  • July 2019
  • June 2019
  • May 2019
  • April 2019
  • March 2019
  • February 2019
  • January 2019
  • December 2018
  • November 2018
  • October 2018
  • September 2018
  • August 2018
  • July 2018
  • June 2018
  • May 2018
  • April 2018
  • March 2018
  • February 2018
  • January 2018
  • December 2017
  • November 2017
  • October 2017
  • September 2017
  • August 2017
  • July 2017
  • June 2017
  • May 2017
  • April 2017
  • March 2017
  • February 2017
  • January 2017
  • December 2016
  • November 2016
  • October 2016
  • September 2016
  • August 2016
  • July 2016
  • June 2016
  • May 2016
  • April 2016
  • March 2016
  • February 2016
  • January 2016
  • December 2015
  • November 2015
  • October 2015
  • September 2015
  • August 2015
  • July 2015
  • June 2015
  • May 2015
  • April 2015
  • March 2015
  • February 2015
  • January 2015
  • December 2014
  • November 2014
  • October 2014
  • September 2014
  • August 2014
  • July 2014
  • March 2014
  • February 2014
  • January 2014
  • November 2013
  • October 2013
  • September 2013
  • August 2013
  • March 2013
  • February 2013
  • December 2012
  • November 2012
  • October 2012
  • September 2012
  • August 2012
  • July 2012
  • June 2012
  • May 2012
  • April 2012
  • March 2012
  • February 2012
  • January 2012
  • December 2011
  • November 2011
  • October 2011
  • September 2011

Recent Posts

  • Companies that Challenge their Limiting Beliefs Can Thrive April 23, 2025
  • A Method for Breakthroughs: The Theory of Constraints March 31, 2025
  • The Biggest Bottleneck that Blindsides Business: Management March 14, 2025
  • Revealing the inner nature of any organization to create a leap in performance February 14, 2025
  • Dealing with Uncertainty in 2025 January 13, 2025

Our Blog

  • Companies that Challenge their Limiting Beliefs Can Thrive
  • A Method for Breakthroughs: The Theory of Constraints
  • The Biggest Bottleneck that Blindsides Business: Management
  • Revealing the inner nature of any organization to create a leap in performance
  • Dealing with Uncertainty in 2025

Recent Posts

  • Companies that Challenge their Limiting Beliefs Can Thrive April 23, 2025
  • A Method for Breakthroughs: The Theory of Constraints March 31, 2025
  • The Biggest Bottleneck that Blindsides Business: Management March 14, 2025
  • Revealing the inner nature of any organization to create a leap in performance February 14, 2025
  • Dealing with Uncertainty in 2025 January 13, 2025

Connect with us on LinkedIn and Twitter

  • LinkedIn
  • Twitter

Sign Up For Our Systems View Blog!

Search Form

  • Home
  • Blog Theory of Constraints and Deming
  • Library
  • How to adopt systemic organization management
  • Knowledge Base for ‘The Human Constraint’
  • Contact Us

© 2025 Intelligent Management Inc. Canada

Privacy Policy