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Assess Your Company

Learning Objectives

After completing this unit, you’ll be able to:

  • Utilize the tool and explain the results.
  • Determine next steps after the assessments.

Assess Your Company

We designed a diagnostic tool to help you assess the degree to which your organization is customer- and market-driven, and the extent to which it performs the essential activities we’ve outlined. Take a moment to complete the diagnostic tool in Figure 6 to find out how your organization is doing.

DIY: Assess your customer- and market-driven status

Figure 6. DIY Tool to Assess Customer- and Market- Driven Behavior

Next Steps

Take a moment to reflect on your scores. Are there any patterns that emerge? For example, is your organization good at gathering information—but not so good at analyzing or sharing it?

If your scores are not good—don’t fret. It’s always a good idea to resist the temptation to judge the organization or others, or to attempt quick fixes. There are often contextual factors (that is, situational factors) that influence results that need to be understood. Consider this exercise to be an opportunity to find out more about your company.

For example, it’s often a good idea to review the results with an appropriate manager or executive, then write down the results of your conversation to help organize your thoughts. This step is highly recommended since the results of the diagnostic tool likely only include your own perceptions, and some of the activities might be happening at your organization, but are not visible (for example, the executive team performs the activities at retreats).