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