Strengthening the Commercial Ethos

The Map

The approaches contain immediately recognizable imperatives and principles for businesses that, when taken together, define a viable commercial ethos.

This ethos evolves conceptually and practically through distinctive Stages in the framework. Each Stage is a system of thoughts inside the mind of employees and customers that is ready and waiting to be effectively activated.

Plotting progress on the standard TET diagram reveals a Spiral trajectory of distinct Stages through time.

The Drivers

Progress through the Spiral is primarily driven by competitive pressures. However, there are other forces for greater commerciality: internal, external and situational … see details:

• Internal—management ambition, shareholder demands.
• External—social pressures, customer complaints, regulatory requirements.
• Limitations of the principles at each particular Stage, and the emergence of danger situations, may serve as a stimulus to move to the next Stage.
  

Natural End-Points

The ideal end-point for maximum success is Stage-7, However, it may not be targeted if there are other viable end-points e.g. Stage-2 or Stage-4.

Stage-2: Market circumstances (e.g. government subsidies, an effective monopoly or a stable duopoly) may mean that companies do not need &/or will not choose to progress any further. Customers suffer.

If competition is present, then Stage-4 should be reached to ensure survival. Current literature suggests that many large and admired companies may be having great difficulty in embedding the final three Stages. These demand the company focus more on the market and its customers than on itself. It is radical, but it seems to be more acceptable in relation to new software and communication technologies.

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• If you are ready to start this journey, go now to Stage-1.

Originally posted: July 2009