In my previous post, I talked about how important it is for companies to find their excellence and how people expect authenticity.
To help companies (and this applies to individuals as well) find the source of their excellence, Jan Ardui (a recognized NLP trainer) and I have created the Archestasis Model. The model, along with a series of intensive workshops, provides a framework for guiding organizations facing identity crises; marrying different corporate cultures within mergers; providing differentiation in competitive environments; and developing disruptive communication strategies, or mapping out journeys for brand development to ensure a stronger and more sustainable positioning over time.
The Archestasis Model is comprised of 12 core components that determine the essence of an organization. By a process of in-depth interviewing, modelling and the establishment of links between each component, we gradually reveal the essence of an organization’s identity – what’s unique about it, its core strengths and organizing principle.
It is our belief that corporate excellence is grounded in the ability to manage and harness an organization’s paradoxes: in the capacity to maintain a balance between strengths and weaknesses, creativity and structured productivity, old and new processes.
Rather uniquely, the Archestasis Model actively seeks out the paradox within organizations as a resource to be exploited. The model can help develop a clear and single-minded strategy to guide all future decision making.
Take for example the case of Vaccines Europe, one of ZN’s client’s. Formerly called European Vaccines Manufacturers (EVM), the group wanted to reinvent themselves and change the perception of the industry. Altogether, we worked to crystallize who they are (by using the Archetasis Model and a series of workshops), find their promise, come up with a new visual identity, and reposition the industry. The results? An industry redefined: one that has a more outreaching role; one that highlights its passionate group of people who are dedicated to a cause and work relentlessly to find solutions; and ultimately, an industry for healthy lives.
For us, the key to understanding a company is in knowing what its particular paradoxes are and where they lie within the organization. Unusual, we think, at a time when most corporate entities have little time for introspection, and are more concerned by profitability and short term tactics.
