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By Prasanna Perera, Chartered Marketer

Reams and reams of paper have been printed worldwide, encompassing literature on this fascinating topic i.e. How to achieve corporate excellence.

This writer having studied numerous publications, is of the view that a few basics are what matters in the final analysis. It is my idea to share them with you in this article.

Corporate culture

Excellent corporations have an unique way of doing things. In other words, they have a special culture. This culture is built on innovation, creativity, teamwork and corporate values. Less is spoken about controls, policies and procedures. Rules are not required, since people in such corporations are guided by corporate values, which act as behavioural norms.

It is my belief that a sound corporate culture is a vital pre-requisite for business success. Unfortunately, cultivating a positive corporate culture is no easy task and requires patience, perseverance and passion. (3P's). Corporations which are blessed with the right culture, know the value of it and make every attempt to safeguard it.

Leadership (Managerial)

Leadership is another area where loads of literature exists. It is the leadership provided that creates the right corporate culture, among other things. Good managerial leadership requires vision and dynamism. The ability to determine the goal posts and guide people towards it constantly. Take for example, the leadership provided by Jack Welsh in guiding the destinies of GE, Lee Iacocca and the Chrysler turnaround, Bill Gates and the Microsoft success etc. Take Jack Welsh, Lee Iacocca and Bill Gates out of their respective corporations and the void is really intense. Basically, these corporations would lose their corporate identity! What you require for today's corporation in consultative leadership, where the leader and followers, consult each other in decision making.

In certain corporations, even participatory leadership can be practised, where joint decision making is the norm. Even in Asia, leaders such as Akio Morita of Sony and Matsuita of Panasonic are legendary for their vision and business acumen.

Availability of information

In today's high tech world "information is power". Information systems should be in line with macro environmental changes, capturing relevant data and transmitting same to the required persons. Hence, we find that successful corporations have invested heavily, into developing not necessarily super duper information systems, but effective systems in terms of their business.

Further, these information systems are kept under constant review, for efficiency and effectiveness. Successful businesses. Know the value of nurturing and building strong brands. Take the example of consumer giants such as P&G, Uniliver and Nestle. These corporations have over the years invested in building strong brands, in order to dominate markets.

Investing in brand building

The brand equity and customer loyalty have provided these corporations results in the long-term. Brand building should not be an optional extra to be carried out when things are o.k. and shut off in times of economic downturn.

Knowledge management

As much as information is power, so is knowledge. Fostering a learning organisation that believes in continuous knowledge development is essential for success.

Successful corporations encourage their people to acquire new knowledge and also to share it among other people working in the organisation. How many organisations require people who follow training programs to share this knowledge with others? This simple practice fulfils two objectives i.e. sharing of knowledge and for the nominee a reaffirmation of learning.

Another simple way of enhancing knowledge is to encourage people to question the status-quo. Why? This creates new ideas and new ways of doing.

Reviewing corporate strategies

Successful strategies of the past do not guarantee future success. Successful organisations are aware of this. These organisations keep their strategies under constant review and are willing to change strategies that are not delivering the desired results. Basically, they guard against a phenomenon called "strategic wear out".

A proactive corporate culture, supported by clear leadership, ensures that winning strategies are developed and implemented.

Work is fun in high performing organisations, work is something interesting and to be enjoyed by everyone.

The fun element such as laughter, acknowledging success and encouraging higher levels of performance. Basically, people feel that they are kept happy at their workplace and hence, look forward to their working day.

The working with fun dimension, has profound effects on the inter-personal relationships at work. Sound interpersonal relationships based on mutual trust, respect and understanding, provides superior productivity gains. Excellent corporations have discovered this dimension and encourage people to build interpersonal relationships at work.

Hire the very best

Excellent organisations believe that they should hire only the "very best" of people. These organisations have very well defined recruitment guidelines, in order to attract and also retain the best people. Not only hiring the best, but also providing them world class training and development opportunities, to keep them at the cutting edge of competence.

Employees of superior corporations help their own cause, by believing that they are the best and hence, initiate their own training and development programs. The motto is "we are the best in the business and we will do what matters, to keep it that way".

Open communication (two-way)

The management of high performing organisations, appreciate the value of good communication. Employees are always told the truth and are encouraged to question management decisions. Communication flows both ways, from top to bottom and bottom to top, continuously. Hence the bush-telegraph system (grapevine) is not required, which helps foster the right working spirit.

People are also clearly told about what is expected from them. Their performance is communicated regularly and joint initiatives are taken to improve performance where required.

Open concept office layouts are designed, as they are believed to foster open communication. Basically, all physical barriers to communication are removed.

Innovation and entrepreneurship

"Innovate or die", is the motto that excellent companies live with. Relentless innovation in order to leapfrog over competition, drives these corporations forward.

Take for example the Gillette Corporation, which believes in non-stop innovation, that drives the stuffing out of competitors. These excellent companies also realise that "new to the world" innovations are not always required but astute product modifications and renovations can be equally effective to combat competition.

To live the motto of "innovate or die" an organisational culture that fosters creativity and "out of the box" thinking is nurtured. Enterepreneurail behaviour amongst employees are encouraged and rewarded.

Conclusion

In this brief article, I have endeavoured to share the recipes of success, of high performing organisations. You will no doubt observe that these recipes are not complicated but simply mean doing certain things correctly and consistently. Most organisations are aware of success recipes but do not adopt these recipes for numerous reasons. Primarily, poor leadership and a weak corporate culture.

Organisations would do well to benechmark themselves against world class entities, so that they become committed to uplift their performance standards and work practices. There are three types of organizations.

i.e. Organisations that make things happen; Organisations that watch things happen; Organisations that wonder what happened. Excellence is not achieved by chance. It is through insight and perseverance, that it can be achieved".

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