company scenario archetypes as a tool for …...• the ceo attributed the early successful exit to...

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©2017. All rights reserved. • FormaLifeScienceMarketing.com STEP 1: MEASURE CURRENT PERCEPTIONS These data points were gathered from 186 employees before an archetype was chosen. They show a lack of employee alignment (less than 25% well aligned), the lack of a unified culture, and the lack of a shared understanding about the organization’s position in the marketplace. HERO SOVEREIGN MAGICIAN REBEL CAREGIVER JESTER CITIZEN INNOCENT LOVER EXPLORER SAGE CREATOR ARCHETYPES AS A TOOL FOR EMPLOYEE ALIGNMENT AND PERFORMANCE • $500 million dollar drug development service company with 5 divisions. • In the process of acquiring other companies. • Internal alignment and performance issues impeded employee engagement and performance. • Organization’s position in the marketplace was not clearly defined or unique. • Forma was hired to transition multiple brands to one and align and engage internal teams. COMPANY SCENARIO WHO ARE WE? (<25% WELL-ALIGNED) CULTURE (<1 5% WELL-ALIGNED) WHO WE WANT TO BECOME (~40% WELL-ALIGNED) PRODUCT / SERVICE (<3% WELL-ALIGNED) EMPLOYEE RESPONSES HERE INDICATE “WE DON’T STAND FOR ANYTHING.” (Note: this is typically the largest circle)

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Page 1: COMPANY SCENARIO ARCHETYPES AS A TOOL FOR …...• The CEO attributed the early successful exit to Archetypes, due to: - aligned employees, - improved employee performance, - a di˝erentiated

©2017. All rights reserved. • FormaLifeScienceMarketing.com

STEP 1: MEASURE CURRENT PERCEPTIONS

These data points were gathered from 186 employees before an archetype was chosen. They show a lack of employee alignment (less than 25% well aligned), the lack of a unified culture, and the lack of a shared understanding about the organization’s position in the marketplace.

HERO

SOVEREIGN

MAGICIANREBEL

CAREGIVER

JESTER

CITIZEN

INNOCENT

LOVEREXPLORER

SAGE

CREATOR

ARCHETYPES AS A TOOL FOR EMPLOYEE ALIGNMENT AND PERFORMANCE

• $500 million dollar drug development service company with 5 divisions.

• In the process of acquiring other companies.

• Internal alignment and performance issues impeded employee engagement and performance.

• Organization’s position in the marketplace was not clearly defined or unique.

• Forma was hired to transition multiple brands to one and align and engage internal teams.

COMPANY SCENARIO

WHO ARE WE?(<25% WELL-ALIGNED)

CULTURE(<1 5% WELL-ALIGNED)

WHO WE WANT TO BECOME(~40% WELL-ALIGNED)

PRODUCT / SERVICE(<3% WELL-ALIGNED)

EMPLOYEE RESPONSES HERE INDICATE“WE DON’T STAND FOR ANYTHING.”

(Note: this is typically the largest circle)

Page 2: COMPANY SCENARIO ARCHETYPES AS A TOOL FOR …...• The CEO attributed the early successful exit to Archetypes, due to: - aligned employees, - improved employee performance, - a di˝erentiated

HERO

SOVEREIGN

MAGICIANREBEL

CAREGIVER

JESTER

CITIZEN

INNOCENT

LOVEREXPLORER

SAGESAGEDETECTIVEMENTORSHAMANTRANSLATOR

WITH FORMA’S GUIDANCE, THE LEADERSHIP TEAM CHOSE A CUSTOMIZED ARCHETYPE:

THE DETECTIVE

CREATOR

STEP 2: DEFINE DIFFERENTIATION

STEP 3: TRAIN THE TRAINERS (TO TRAIN ALL EMPLOYEES)

STEP 4: ASSESS EMPLOYEE ALIGNMENT AND ENGAGEMENT

STEP 5: MEASURE RESULTS

Impact

• Employee alignment increased from <25% to ~70% over 20 weeks

• Sales rose from $500 million to $750 million over 18 months

• Company had an early exit and was acquired for $1.4 billion

• The CEO attributed the early successful exit to Archetypes, due to:

- aligned employees,

- improved employee performance,

- a di�erentiated position in the marketplace, and

- increased revenue.

6 WEEKS AFTER EMPLOYEE TRAINING

"I’ve had the pleasure of working with the FORMA team on our re-branding. 

They listened and took time to understand our needs and the value

proposition of our new services company. They utilized a robust process with

surveys and interviews to uncover the core Archetype of our organization,

which was the lynch pin to clarifying our identity, culture and brand. We are

extremely pleased with the results. I also appreciated that they are not afraid to

push back and challenge conventional wisdom to make the complex

compelling – Thank you to the Forma team.." —CEO

RESULTS AFTER EMPLOYEE TRAINING

©2017. All rights reserved. • FormaLifeScienceMarketing.com

To learn more, contact Marty Fitzgerald @ 919.832.1244 x226 or [email protected]

WHO WE ARE (6 WEEKS AFTER TRAINING)(~70% WELL-ALIGNED)