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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

PhilTakesSM are distributed twice a week on LinkedIn, Facebook and philyale.com. Review previous posts and locate additional information on the PhilTakes tab on philyale.com, and invite Phil to speak to your business group or service club.​

#promise #premise #morpheme #sidelines #limitations

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