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The Group Partners and Purposelinked joint approach to fresh thinking, developing visions & strategies and managing change.
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G R O U P P A R T N E R S A N D
P U R P O S E L I N K E D C O N S U L T I N G
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Passion is energy. Feel the power that
comes from focusing on what excites you.
Oprah Winfrey
A small body of determined spirits fired by an unquenchable faith in their mission can alter the course of history.
Mohandas Gandhi
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Thriving in today’s economy requires that leaders engage in fresh thinking and develop visions and strategies that resonate with customer priorities. Navigating an ever-changing landscape and establishing a global presence that distinguishes a company in the market requires building and equipping a skilled workforce and igniting the passions of the teams charged with accomplishing results.
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It’s not about Change.It’s about Possibilities.
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At Purposelinked Consulting and Group Partners, we view change as a conduit to possibilities – one that
opens our minds to new and better questions, more effective
solutions, and a wealth of opportunity to create a better
tomorrow. We believe that managing change, envisioning
possibilities and creating strategies, should not be something
great leaders and their teams address as an occasional
exercise – it should be a part of their daily diet.
Unfortunately, research indicates that 90% of strategies for
change and growth fail to live up to expectation. In hindsight,
many of these failures could have been avoided had a better
approach for planning been utilized.
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Achieving effective change and developing innovative strategies – ones that place outstanding companies deep within the possibilities – require a robust planning and execution process. But, unlike standard approaches to strategy and change planning, the process must adopt a holistic view of the business – all of its integral parts and people – and be designed to reveal how to best mobilize the organization’s full resources to achieve meaningful results.
Purposelinked Consulting and Group Partners have joined
forces to create a process that accomplishes just that.
We work synergistically to support clients in achieving their
goals by utilizing our proven approach to vision and strategy
development, coupled with robust tools for talent management
– all underpinned with deep knowledge and expertise in
global marketing, leadership and organization development.
Our collective approach addresses the context, content and
cultural requirements for the business success by guiding the
organization through the phases of work shown opposite.
Even Robust Plans Fail
When The “Framework”
And “Energy” Required
To Achieve Aggressive
Goals Is Not Addressed.
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OUR APPROACH
PHASE I: CREATING THE FRAME
In order to add value, a framework must ignite the
organization’s energy and expand thinking. It must allow
teams to examine the horizon, understand the new questions
to be asked, establish an innovative vision, solve the right
problems really well, and create an organizational culture
in which individuals can thrive within today’s constantly
evolving paradigm for success.
There are three critical questions that senior leaders of every
company should be asking:
• Are we positioning our organization to create the best
possibilities for our business, our customers and our
community?
• Do we have a clear and shared sense of the direction our
business is taking?
• Are we igniting and applying the very best thinking that our
workforce can generate so that we can move our business
from success to significance?
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It All Begins withThe Question
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If you’re not investing in establishing a visionary focus for your organization, its functions and products, then it is likely that the future needs of your customers will be met by your competitors.
Developing that vision, establishing the future state that will
fuel success, requires the courage and tenacity to ask new
questions about your business and its value proposition.
It requires examining the landscape as it is now in order
to understand the current reality – but moving beyond to
imagine and achieve new possibilities for the future. In short,
it requires being able to envision in multiple dimensions and
from multiple perspectives.
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We begin Phase I with a visioning process utilizing the 4D™ Framework method and the philosophy of Structured Visual Thinking™.
4D™ is Group Partners approach to solving complex problems,
working with the senior teams to explore an agreed upon
“Exam Question” for the business. Through our proprietary
process and technology for building a “Structural Thinking
Framework”, we guide teams through strategy visioning and
design as a real-time, co-creative, visual exercise, which
ensures the business – and each leader within that business
– has the ability to think (in the widest possible context) about
the future aims and ambitions of the business and every major
question, issue or opportunity that may arise within it.
Imagine the impact of working with a Structured Visual
Thinker who facilitates robust discussion with the team and
captures their ideas about the challenges, complexities and
solutions for the business graphically and in real-time on
50-foot wall panels. A Contextual Analyst working in parallel
translates the discussion and ideas into a narrative format,
building the platform for the team’s vision of the future. That
is the power of our process.
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4D™ includes the following phases:
1. Discovering what we could do – By alignment of the key
stakeholders we create the right context for discovering what
is happening now in the business and what is possible – a
vision for the future. We establish a common ground and
define the possibilities of what the organization can do.
2. Developing what we should do – Based on what has
been revealed in Discovery and what we understand is
required for success, we work with the team to begin to
create strategies, change scenarios and develop hard
plans for the future.
3. Deciding what we will do – At this point in the process
we are able to sort all of the choices into a coherent set
– creating the template (guide-rails) for the journey, a
roadmap that leads to the outcomes; and finally
4. Deploying what we have agreed we will do – By
now we have identified what is required to sustain the
transformation and to fully support the strategies that will
achieve the vision over the long-term. This prepares the
organization for effective execution of its strategies so
that the vision becomes realized.
Teams will naturally engage around the conversations during 4DTM because they address the burning questions – Where are we going? Why? And how will we get there?
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Structured Visual Thinking™ supports the conversations by manifesting the teams own ideas and concepts visually and in real time, creating a framework for the future. The effect of getting a group
of people together to have a series of open conversations
about something that unites them (or needs to unite them)
without burdening them with process, opinions, endless
pages of strategy and theory is more than a little liberating.
When their ideas materialize on the walls in front of them, it
fosters ownership, builds commitment and sparks desire to
deliver on those ideas.
Helping senior teams to frame strategies and deal with their
complex environment is Group Partners particular brand of
expertise. Purposelinked Consulting’s sweet spot is creating
high performing cultures by leveraging employee passions
to generate great results. The combination of these two
dimensions is therefore of significant value.
We deliver by applying deep knowledge of talent
management coupled with expertise in global marketing
and the vital context within which it creates the value
required to succeed. Together, our synergistic partnership
helps clients solve the right problems really well, engage
and ignite the organization and build a framework for
ongoing success that everyone embraces.
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“The Planning is Tough. The Execution is Tougher: Finding the DNA of Success.
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PHASE II: ENERGIZE THE WORKFORCE
It has been our experience that most large-scale transformation or strategy setting initiatives are designed to focus on internal processes, products and customers – all of which are important.
But the result can be that the visioning framework
overlooks the significant impact each individual will have
on the success of the transformation. At Group Partners
and Purposelinked Consulting, we understand that most of
these same initiatives are likely to fail if the organization
doesn’t define the qualities of the individuals who will be
charged with executing that vision.
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Positive Performance Triad
UniqueSkills
CoreValues
PrimaryPassions
The Performance Nexus
• Good Job• Satisfaction• Dedication• Apply Skills• Retention Risk
• Grow the Job• Fulfillment• Excitement• Learn New Skills• Commitment
• Self Worth• Relevance
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Following the initial visioning session with the team, Purposelinked Consulting carries the work forward by supporting the team in becoming a cohesive unit capable of leveraging both the skills and the passions of its members.
The focus of the work during this phase will be to discover and
harness the passions of everyone on the team, understand
the unique contributions that can be generated through
individual passion and develop a common language that
improves the quality of the conversations within the team
and across the organization.
We believe that an organization’s success can best be realized
when team members operate at their Performance Nexus,
where skills, passions and values align with work roles. It’s
true that skills, experience, credentials and competencies are
important factors for success, but they are not enough. The
missing ingredient in the formula for deriving peak employee
performance, especially during times of change is Passion.
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Passion Fuels Innovation and Imagination
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The Energize Phase consists of the following steps:
1. The journey to energizing the team begins with the
Passion Profiler™ experience – Leaders and their teams
participate in a workshop entitled, Leveraging Purpose
and Passion in the Workplace.
Most leaders know that tapping into each employee’s
internal drivers is important. They even understand that
providing employees with a sense of purpose at work makes
a difference. What has been missing is a framework for taking
very esoteric concepts like purpose and passion and putting
them to work in actionable ways…ways that provide the
organization with a platform for capitalizing on possibilities.
That is, until now.
Purposelinked Consulting has developed a unique proprietary
tool that identifies and measures work related passions. The
Passion Profiler™ is a survey instrument based on the extensive
fieldwork and research of Purposelinked Consulting founders,
Alaina Love and Marc Cugnon, in partnership with a team from
the University of Michigan, which provides deep insight into
the “archetypes of passion” operating in your organization.
The tool identifies and measures ten expressions of individual
purpose, codified as the following passion archetypes:
Altruist, Builder, Conceiver, Connector, Creator, Discoverer,
Healer, Processor, Teacher, and Transformer.*
* A full description of each of these ten dimensions can be reviewed in Love and
Cugnon’s book, The Purpose Linked Organization (McGraw-Hill, 2009).
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The core survey items based on Love and Cugnon’s work were also informed by the empirical literature on sociocognitive identity development, organizational identification and positive psychology. Fundamentally,
the conceptual framework informing the survey construction
is based on the notion that an individual’s purpose functions
as the primary catalyst for igniting one’s passion; and
passion operates as the intrinsic attribute which informs and
influences one’s overall approach to work.
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The Passion Profiler™ is a unique and comprehensive self-knowledge and team building tool that:
• Measures respondents’ affinity for each of the ten
passion archetypes
• Focuses on each respondent’s “passion archetype cluster”,
the top three passions driving their behaviors
• Identifies the strengths and vulnerabilities associated
with top passions
• Provides insight into how to best lead and manage
each archetype
• Identifies the “styles of passion” respondents are actually
demonstrating in the work environment
• Provides group comparison data for archetype and work style
affinity (which is especially relevant information for teams)
• Measures affiliation to the organization
• Measures respondents’ propensity to think and reflect
contemplatively about life and work experiences in order
to use those experiences to learn and grow
• Identifies how each respondent’s passion archetype cluster
influences the creation and utilization of organizational
knowledge so that teams may develop a better understanding
of the operational perspective of each individual member and
how each person can best contribute to strategic goals
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Passion ArchetypeOperational Perspective TM
Create Process
Share & Assimilate
D
isse
min
ate
Apply
• Seek Truth• Digest Info• Interpret Info• Support Meaning Making
• Imagine• Innovate• Ignore Boundaries
• Growth/Expansion
• Champion Change
• Set Vision
• Create Blueprint
• Create Harmony• Remove Toxicity• Expand World View• Act as a Moral Compass• Embrace Differences
• Promote Learning• Seek Knowledge• Share Knowledge/Info.
• Network with Others
• Negotiate Across Boundaries
Bu
ilder
TransformerHealer
Altruist
TeacherCon
nec
tor
DiscovererProcessor
Cre
ator
Conceiver
The Passion Profiler™ supports the development and engagement of individuals and teams responsible for executing strategies. It provides a platform for establishing
a common dialogue that enhances the quality of ongoing conversations relating to the
company’s vision, strategies and framework. With this common dialogue, greater clarity about
each individual’s role and operational perspective in delivering results can be achieved.
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During the workshop, teams apply what they have learned about their passion archetypes individually and collectively, learn how to use passion as a platform for
strategy execution and create 6-month individual action plans
that serve as a “personal roadmap” within the organization.
2. Moving from Strategy to Tactics – At this point in our
work with teams, the process of defining tactical steps
to execute strategies begins. We work with teams to drill
down on the specific actions that must be taken to achieve
various strategic milestones. The skills and passions that
will be essential on the team assigned to each task are
identified, as are needed resources, support and funding
for successful execution.
3. Ongoing Team Support – Purposelinked Consulting
and Group Partners work synergistically to provide
ongoing support as teams implement strategies using the
framework developed in Phase I. An online collaborative
workspace will be established to support frequent
communication and idea exchange between teams and
PLC/GP principals. Through this mechanism, we can keep
the framework current and help teams course correct as
needed, when new learning and information is uncovered
during strategy implementation.
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PHASE III: EQUIP THE ORGANIZATION FOR SUCCESS
Once cohesive, well-conceived strategies have been created and teams energized around them, the difference between achieving success or spiraling
to insignificance lies in equipping the workforce that will
carry the plan to fruition. Minimal sustained progress will
be realized without first identifying the data the enterprise
needs to make the best decisions and then aligning systems,
processes and structure with strategic goals.
The Frame phase of each intervention initially identifies
some of the requirements that may be needed to successfully
implement the organization’s vision and strategies.
Teams may also uncover other action items during the
Energize phase such as:
• Needed improvements in marketing capabilities and skills
• Required changes in organizational design to support
work flow
• Enhancements to performance management and
recognition processes required to motivate the workforce
“Great strategies and
energized people
aren’t enough to
overcome entrenched
systems, processes and
talent gaps that work
against them.”
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In Phase III, Group Partners and Purposelinked Consulting reunite to work with the team to identify all of the data, analysis and information that will be required to make the best decisions about the business. We work
collaboratively and correspond with the client to identify the
alternatives available to the team and to define the processes
or programs that should be continued, discontinued or newly
created. All of this information is then re-integrated into an
expanded visual framework that supports the journey from
strategy creation to successful execution.
Purposelinked Consulting then conducts an Organization
Capabilities Assessment to specifically analyze the
organization’s needs, validate needs that may have
been identified in earlier phases and create action plans
to address those needs so they do not impede strategy
implementation.
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While this evaluation is tailored for each client, typical evaluations might include areas of inquiry, recommendations, and action plans related to:
I. Organization, People and Systems
• Review established recruiting, career development and
training plans that support the development of talent
identified as strategically critical
• Examine the current organization design to assure it
supports the new strategic direction
• Examine requirements for key strategic positions vs the
existing talent pool
• Gap analysis and recommendations to address talent issues
• Review people management systems to assure they are
designed to support identified strategic direction
II. Market and Strategy Development
• Examine tools currently utilized for developing marketing
strategies, product positioning and branding
III. Doctrine and Skills
• Review of established marketing processes, principles
(doctrine) and skill set
IV. Requirements for the organization to become a marketing powerhouse
V. Gap analysis and recommendations for achieving marketing excellence
Collectively, our process
neatly reduces the cycle
time required to work a
strategy and positions the
organization for success.
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Throughout the engagement, Group Partners and
Purposelinked Consulting guide leaders and their teams
in creating a transformative vision, building collaborative
relationships, generating quality conversations and
establishing robust processes that position the organization
to conceive and capitalize on the very best of possibilities.
Together we help clients create a culture of thriving.
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MARC CUGNON (Discoverer, Builder, Transformer)
Marc Cugnon, a native of Belgium, is the CEO and co-founder
of Purposelinked Consulting. With over three decades of
business experience, he consults to large, multinational firms
as well as small, independent companies, foreign government
organizations and international universities. His practice at
PLC has focused on executive development, cross-cultural
team building, strategic business planning, domestic and
international marketing, and product development.
Prior to founding PLC, Marc enjoyed a twenty-seven year
career with three major pharmaceutical companies, focusing
on human and animal health products. He has lived and
worked in Belgium, the US, the UK, France, Hong Kong,
Singapore and Thailand. Marc spent twenty-one years with
Merck & Co., Inc., where his career was comprised of a
number of significant positions, including Executive Director
Marketing, Europe, and Vice President, Asia-Pacific Region.
As VP Asia/Pacific, Marc established 8 subsidiaries in the Asian
region, including Taiwan, China, Singapore and Korea. He
also served as Chairman of the Board of Merck-Hangzhou
Pharmaceutical Joint Venture.
THE TEAM
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ALAINA LOVE (Builder, Transformer, Healer)
Alaina Love is the President of Purposelinked Consulting.
Since the inception of PLC in 1994, her work has focused
on developing passionate, effective leaders and teams, and
helping companies navigate large-scale organizational
change. She consults with multi-national Fortune 500
companies, hospitals and government organizations.
Prior to founding PLC, Alaina spent twelve years with
pharmaceutical giant, Merck & Co., Inc., where as Executive
Director of Human Resources she served a client group of over
15,000 employees worldwide, generating US$12.3 billion in
sales. Earlier in her career, Alaina was a research scientist
in the field of immunology, where she worked to develop
products for the treatment of diseases such as rheumatoid
arthritis and lupus. As a clinical research associate, she
also managed international clinical trials for the anti-ulcer
treatment now known as Pepcid®.
In addition to the US, Alaina has lived and worked in Singapore
and Thailand, and has consulted with business leaders
throughout Asia, Europe, Canada and Latin America.
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JOHN CASWELL (Conceiver, Altruist, Builder)
John Caswell is the founder of Group Partners and its “chief
boundary pusher”. His role with clients is to be facilitative
and visual – using his special brand of magic to help clients
examine their problems and opportunities with equal measure,
so that they avoid solving the wrong problems really well. As a
company, Group Partners’ aim is to “Change the way business
thinks and works – enabling the 21st Century Organization.”
John works with a wide variety of multi-national organizations
and governments to craft an environment and stream
of powerful deliverables where people can be creative,
innovative and different. Using Group Partner inventions
– Structured Visual Thinking™, a powerful philosophic
approach to business thinking, and 4D™, an accelerated
approach to answering critical questions – John seeks out
boundaries and stimulates teams to think beyond them so
that smarter business decisions are possible.
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HAZEL TIFFANY (Transformer, discoverer, creator)
Hazel Tiffany joined Group Partners in 2002 after 26 years
in UK Central Government, the latter of which were spent
developing system and service architectures to support cross-
functional operational requirements. She is a Contextual
Analyst whose specialty is the engineering and architecting
of complex information.
Hazel works with client groups to develop a context from
existing information and create a structure that allows new
insights to emerge from client discussions throughout the
4D™/Structured Visual Thinking™ process. From this, she
helps clients develop meaningful and relevant outcomes that
enable the business to deliver against goals.
Using her extensive experience, Hazel has developed a real
competence for making the best use of complex, multi-
dimensional information. “ I am constantly seeking to
find structure, patterns, clues and context that will create
understanding and value that can be used to communicate
to multiple audiences.”
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Purposelinked Consulting1679 North Poes RoadFlint Hill, VA, 22627, USA
Group Partners Europe32 St James’s Street, Mayfair London SW1A 1HD, UK
www.grouppartners.netwww.thepurposelink.com