True Alignment

Edgar Papke

• Publisher: AMACOM
• Year: 2013
• ISBN:
  9780814433379
• Topic: Business
• Subtopic: Cultura aziendale
• Index: Business

It cannot be overemphasized how important it is for leaders to ensure the company's mission is manifested in the roles, expectations, and goals of every member of the organization.

Companies live or die based on their ability to communicate and deliver on the promise their brand makes to its customers. But if that message is varied, or added to, or even unknown by a single member of the team, the resulting inefficiency, conflict, and disengagement will cripple a company's ability to provide value to its customers.

True Alignment reveals the blueprint for businesses of all types and sizes for creating a company culture where everyone is aligned to the vision and strategy behind the brand intention and responsible for living out the brand promise. You will learn how to:

• Decipher customer expectations
• Define the brand as a solution to the customer's needs
• Turn the unique selling proposition into the mission
• And much more

You can replace the tires on a car, but if you don't fix the alignment, you still won't drive straight. The same goes for your company. Nothing else matters until the entire organization is aligned.

The index that appeared in the print version of this title was intentionally removed from the eBook. Please use the search function on your eReading device for terms of interest. For your reference, the terms that appear in the print index are listed below

A

Aardsma, Mark

Acceptance

aligned with brand intention

aligned with customer motivation

aligned with leadership

cultural context of

Acquisitions

Advertising, truth in

Aeropostale

Aldi

Alignment. See also Culture alignment

actions for

Almonds

Amazon

American Eagle Outfitters

Apple

brand intention of

as expertise culture

realignment of

versus Samsung

Steve Jobs and

Ashland

ATS Acoustics

Attention

aligned with community

aligned with leadership

brand intentions as response to

cultural context of

customers’ need for

in ideal cultures

participation as fulfillment of

in social media

Australian Business Awards

Authenticity cultures

Authoritarian cultures

Authority

Automobile sales

Availability, of products and services

B

Baby boomer generation

Bacon

Bain and Company

Bain Capital

Bath & Body

Beech-Nut Packing Company

Behavior

culture-based definition of

reinforcement of

Beliefs

Bennis, Warren

Bernays, Edward

Big-box retailing

Blue Diamond Almonds

BMW

Bose

Bose, Amar

Boston Consultative Group

BP

Brainstorming

Brand clarity

Brand identity, successful

Brand intentions. See also Community; Customization; Low price; Personal actualization; Physical wellbeing; Preeminence

aligned with brand loyalty

aligned with culture

aligned with customer experience

aligned with customer motivation

aligned with leadership

aligned with organizational structure

aligned with pricing

as Business Code element

customer’s perspective on

definition and purposes of

employee alignment to

extraordinary

multiple

new

unique “recipe” for

Brand loyalty

aligned with brand intention

definition of

example of

honesty-based

trust-based

Brands

expansion of

great

purpose of

Branson, Richard

Breakfast

Budweiser

Buffet, Warren

Burger King, versus McDonald’s

Burt’s Bees

Business, as art

Busine...

Table of contents

• Cover
• Half title
• Title
• Dedication
• Contents
• Preface
• Acknowledgments
• Introduction It’s All About Alignment
• One The Human Art of Business
• Two The Business Code
• Three The Customer
• Four Brand Intention
• Five The Six Brand Intentions
• Six Extraordinary Brand Recipes
• Seven Aligning the Company and Team
• Eight Decoding Culture
• Nine Aligning Culture
• Ten Aligning Leadership
• Eleven Actions for Alignment
• Appendix True Alignment Assessment
• Index
• About the Author
• Free Sample Chapter from the New Corporate Facts of Life
• Copyright