Each of these four sources of value reinforces the others. Alignment makes it easier to integrate people across the company, which leads to greater effectiveness as colleagues learn from colleagues. An ethic of careful investment leads people to find ways to use their capabilities in more parts of the organization. Before too long, your company can grow at a faster pace, and at lower cost, than it ever could before.
One final note: Although the Coherence Profiler is focused on the performance of individual companies, the results will also help test a hypothesis about the evolution of industries. The authors believe it will help show the ways in which specific segments reward their most coherent competitors. When you answer the questions and provide us your contact information, you will gain access to this research, which may ultimately reveal the underlying forces that separate short-lived from long-lived companies in your industry.
- Art Kleiner is the editor-in-chief of strategy+business and the author of The Age of Heretics (2nd ed., Jossey-Bass, 2008).