the dachis group

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There are a couple of start-up companies founded by advertising ex-pats focusing on organizational design and strategy.  These companies are convinced the digital economy and digital tools are being overlooked when it comes to evolving organizational efficiency. They are not wrong.

NOBL and The Ready are two such companies whose missions are to assist legacy orgs transition to newer models, the goals being improved agility, aggressiveness, accountability and profit. (The Dachis Group operated in this space 10 years ago, but became a software company.)

I need to study some of these methodologies more before fully commenting, but here’s a quick observation. The going in premise is “the organization is the enemy.” The framework, as I understand it, begins with executive and stakeholder interviews, team workshops, feedback studies and lots of charts. No doubt, if you rub some stem cells on it, I mean add some digital productivity tools, you can move any organization forward. It’s no hocus pocus, it’s a real business and the advice is good.

But, I am a brand planner and for me brand strategy is like penicillin. A cure all. I am of the mind a well-constructed brand strategy can solve organizational problems; perhaps even better than rote org design.

An organizational design framework, can be generic. A templated approach to solving inefficiency. A brand strategy approach, though, does not view organizational structure as the problem. Rather, it studies the disconnects between customer care-abouts and brand good-ats. Organizations can and must change to remove these impediments but those changes are less about pathways and communications occlusions and more about strategy tied to brand value.

No one is arguing organizational delivery can be improved. I am just suggesting it’s better to make a cookie more moist and healthy, than making the formulary more efficient. One can do both…starting from the brand POV is all I am advocating.




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engineers hat

Date-driven is the other new thing.  Find a business category and put the words “data-driven” in front and you have an new and fertile business. Data-driven Social Marketing Solutions for the Dachis Group.  Data-driven instruction for Teq, Inc. and educational development company. Data-driven decision making. Data-drive fill in the blank.

When has any field of endeavor not been data driven?   Data has successfully driven businesses for time immemorial. Como se Sears catalog?

Today, however the web has enabled us to be awash in data. And it is a good thing. Enter the Haggis.  I mean, enter the dashboard. The dashboard has a way of keeping us sane. Then there is the dashboard engineer: the person responsible for looking at all the dials and doing something smart with it. The dashboard engineer will be the new social media manager. A data nerd who reports data, reports patterns and trends, but may not see the bigger marketing picture.

Mark my words, on the job boards of the future we will see data engineer and dashboard engineer titles aplenty. Then the fill in the blank will come before the title.  Peace. 

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