Processes: A series of actions, changes, or functions bringing about a result.[i]
Markets move to the most efficient processes. And, organizations move to the most effective processes. The difference? Market efficiency means moving to supply/demand processes where things can be done more quickly and at least cost. Organizational effectiveness means developing the ‘right’ internal processes so things cam be done more quickly and at least cost.
Doing the ‘right’ things right (process thinking and doing) is what this chapter is all about. Since organizations can’t be all things to all people, the solution is to identify and develop the core process competencies.
This concept also applies to Brand U’s. We must develop core proficiencies much like organizations have to develop the right core competencies. In other words, Brand U’s have to understand where the market is going and know how to take advantage of them with unique abilities
[i] Jost, David, Ed., The American Heritage College Dictionary, 3rd Edition, Houghton Mifflin, 1993.