Brand U organizations are in constant flux. Properly implemented, an organizational transformation destroys outdated work rules, homesteading attitudes, non-value adding processes, and dysfunctional middle management. Resistance is blasted away. Status quo, complacency, and contentment often give way to flexibility, bias for action, and acceptance of change. Organizational choke points are eliminated.
The problem is that transforming an organization sometimes can’t fix many customer problems or competitive challenges. If the fundamental concept (the business model) and reason for being in business are wrong then no amount of tweaking existing systems and processes will fix the root cause of the problem. A company must go back to its reason for being in business and redefine its core purpose.