Dr. Fred Mugambi MwirigiJKUAT

Introduction

An ideology is a pattern of ideas which simultaneously provides for its adherents. It can also be defined as a set of ideas reflecting beliefs and values influencing behavior/ culture of nations and political systems.

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Introduction

A clear ideology establishes direction, facilitates decision-making, motivates employees and elevates performance at every level of the organization.

The creation of, and adherence to, a core ideology is the primary starting point for visionary organizations.

Core values + Purpose = Core Ideology

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Core Ideologies

A fundamental element of a visionary company

A visionary company's core ideology is a set of basic precepts that plants a fixed stake in the ground: This is who we are; this is what we stand for; this is what we're all about.

A core ideology is a shared understanding of an organization's “reason for being.”

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Contd.

A core ideology also has to do with the “character” of your organization.

What are the most important tenets, guiding principles or values by which you want people to conduct themselves?

The core ideology is like a founding document, your “constitution” that teaches people what you believe and how you want to behave.

It’s from your ideology that you build your culture.

A good ideology, well-executed, should shape attitudes, habits and behaviors of everyone within your company.

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Benefits of Ideologies

1. They create a common orientation for everyone

2. They give people a bigger reason for doing what they do

3. They create formidable teams4. They aid self-regulation among

employees 5. They set the organization aside from

other firms6

Process of Creating and Using Ideologies

1. Define your reasons for existence and your long term goals

2. Understand the role of a clearly defined core ideology to your organization’s success

3. Explore the contribution you want to make (more than making a profit)

4. Analyze the habits, attitudes and beliefs that drive your current culture

5. Reach a consensus on a set of guiding principles or values that will pervade everything you do

6. Explore how to bring these principles to life7. Encapsulate your ideology in language for

purposes of passionate communication

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The role of mindsets in making ideologies actionable The mindsets of the manager and the

managed play a critical role in implementing ideologies.

The best ideologies are those that are customer-centric in nature.

Building a truly customer-centric organization has to do with changing the mindset, attitudes and habits of all members of the organization.

Those who try to implement technology without understanding the importance of the social/cultural component do so at the peril of the initiative.

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The process of changing mindsets

It begins with educating members of your organization in a customer-centered point of view. Who are your customers? What do they need or expect? Why have they come to your business?  What are the unique benefits you offer that will make

their lives better? How is what you offer different from what your

competitors can offer? How does each person contribute, personally, to that

mission? Having done this then you can passionately

communicate an ideology that summarizes all that.

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Cult-Like Cultures

Visionary companies have been known to be cult-like, without actually being cults.

The key characteristics that create this cult-like culture include: 1. A fervently held ideology; i.e., the company's

core beliefs and sense of purpose2. Indoctrination into a core ideology through

the company's history3. Tightness of fit—people tend either to fit well

with the company and its ideology or not to fit at all ("buy in or get out")

4. Elitism—a sense of belonging to something special and superior- setting the firm apart

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Challenges When Developing and Using Ideologies 1. They have an emotional side that is

difficult to tame2. They require a strong leader to sell.

These leaders are rare in organizations3. Sometimes they are difficult to quantify4. It takes time to sell and get ideologies

well owned5. Ideologies must be backed with and

aligned to action plans. This is not easy to achieve

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End

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