Four types of businesses and the challenges of each -- plus how to leverage your brand internally to address those challenges

1. What Business Are You Leading?
Start-up Turnaround Realignment Sustaining
Success
objective Get a new business,
Get a troubled unit or
Revitalize a unit,
Preserve the vitality of a
product, or project off product, process, or
group back on track project that is drifting successful organization
the ground
into trouble
strategy Build structures and Identify and implement Deal with deeply Find ways to take the
challenge systems from scratch solutions with a quick ingrained cultural business to the next
without a clear and significant impact norms and systems that level
framework or no longer contribute to
boundaries high performance
organization Weld together a Make difficult Live in the shadow of a
Convince people that revered leader and
challenge cohesive high- personnel choices and
change is necessary
performing team re-energize deal with the team
demoralized he/she created
employees and other
stakeholders
brand-building Generate brand Prompt consumers to Stretch existing brand
awareness and trial re-consider the brand equity to increase
challenge with limited marketing and embrace new
Cultivate brand loyalty
adoption of new
investment attributes and value offerings
internal brand Use the brand as a Use the brand vision to Implement brand filters Use the brand platform
to focus the
leverage compass to navigate re-ignite people’s
organization
to identify new
new opportunities passion opportunities
opportunity
an adaptation of Michael Watkins’s “STARS” Model as outlined in The First 90 Days. Boston: Harvard Business School Publishing, 2003
© 2012 Denise Lee Yohn, Inc.