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Q & A

How would you compare Pandora to Business Genome?

Technology has reached the point where you don't need to know exactly what you're looking for to be able to find it. That ability gives business leaders a chance to make breakthroughs with the Business Genome process by discovering a new strategy that will drive revenue growth. Pandora can help you discover a song you'd like to listen to next based on musical patterns. You might never have heard of a particular song, but Pandora's music repository can identify exactly the type of song that fits the bill. The Business Genome process can help you circle in on business opportunities that you could never predict if you only had access to conventional predictive models or scenario planning. With Business Genome, you can connect the dots in new ways.

How does the process of creating the genetic structure of a business compare to the Human Genome Project?

Each business has a history, a philosophy, a progressive series of business models, a corporate culture, a market sweet spot, and unique approaches to distribution and product development. This represents what we call the "business genome" of each company. Our engine makes comparisons across different regions of this genome to find specific gene clusters that are more likely to lead to success. The Human Genome Project catalogued a huge amount of information over years, leading to new capabilities in medical diagnostic techniques and drug development. That is the vision for the Business Genome--to develop a repository of business data that can lead to innovation over the coming years.

How long does it take to map the DNA of a company?

The customized mapping combines hard data and qualitative information. Depending on the size and complexity of the business model, it takes between three to six months.

Have you seen any common patterns emerge in the large number of businesses you've studied, regardless of the industry?

The eight categories that filter the Business Genome success stories apply, no matter what the industry. And, the common pattern for every company is that complacency forces business leaders to miss changes in their market, their customer preferences, and their business fundamentals. That's why the Business Genome is less concerned with PREDICTION and more focused on RESPONSIVENESS. Business Genome is designed to keep business leaders on their toes, looking at patterns in their early stages. It's a discipline that keeps any company ahead of their competition.

Can you give an example of a next step that was especially creative or innovative?

A large telecom company asked us to help them enter a new market, focused on a new demographic group. But, the patterns in the market showed that the investment required to develop those offerings wouldn't be profitable, so we looked at the market in a new way and found a big win by offering new services to their existing customers. Huge success resulted based on reading the market differently.

Most organizations, and people, resist change. How does a company employ Business Genome and get beyond that mentality?

The beauty of Business Genome is that it trains people to notice things much more quickly and to do something about them. People resist change when they discover they're behind the eight ball and it's too late to succeed. If you can see shifts in your competitive arena early, you can follow the opportunity. It makes it easier to be profitable, so people welcome the change.