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PhilTake #33 - The Guidelines, Part 3

Every business has six critical elements called Morphemes. Morpheme #1 is the Premise (covered in PhilTakes #16-20). Morpheme #2 is the Promise (PhilTakes #21-25): What is the company’s behavior delivering on the Premise?

In PhilTakes #23-25, we discussed the Promise’s tie to an organization’s brand, and in the last PhilTake (#32), we introduced the importance of measurement, which must be tied to the Premise. In other words, it needs to be memorable.

Let’s say a passenger airline’s Premise is on-time arrival, which it believes to be travelers’ number one consideration in choosing an airline. The metric measured is on-time arrivals; this might be the same Premise for a florist delivery service while McDonalds’s may decide its drive-thru Premise is speed of service. (Ever notice a digital clock on the inside of a McDonald’s drive thru)?

“Selecting the right measure and measuring things right are both art and science. And KPIs (key performance indicators) influence management behavior as well as business culture.” ― Pearl Zhu, CIO Master: Unleash the Digital Potential of It

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#promise #premise #morpheme #sidelines #limitations