A Unified Model of Good to Great for Non-Profits
An improvement of Good to Great and Good to Great for Non-Profits by Jim Collins
WHAT’S WRONG WITH GOOD TO GREAT?
Disunity
• Good to Great and Good to Great for Non-Profits present excellent research, analysis, and fundamentals for organizational development
• BUT, the elements are not well connected.
Coherence
• This unified model simply ties the elements together into a single system
• Some minor elements from the books conflict, so some adjustments are necessary
THE CENTER
Circle 1: Skill & Product
• At what are you the best in the world? • If you can’t be the best, you haven’t
figured out your core yet. • This is a process of discovery,
narrowing, redefining, until you can articulate it.
Circle 2: Passion
• What gets you excited? • What are your values?• Why do you show up every day?• Non-Profits:
– What is your vision for a changed world? – What is your mission to achieve it?
Circle 3: Resource Engine
• What is your source of energy, cash, time, talent, facility?
• Non-Profits: Who and What fuels the mission towards the vision?
• What is the Story that articulates how you are changing the world?
THE VERY CENTER
Talent
• Talent is your chief asset• Get the right people on the bus (and
the wrong ones off)• (More on this to come)
BHAG
• Big Hairy Audacious Goal• What is your practical but stretching
target – towards your vision for the world – driven by what you’re the best at?
Reputation
• Your reputation is the link in making your goals & vision energize your resource engine.
• It’s the gas pedal.
Hedge Hog Concept
• At the very center is a simple, single goal by which all decisions are measured.
• Like a hedgehog, you ball up, keep your head down, and focus on one thing, rejecting all else.
• Lots of things are opportunities and good ideas, but do they advance your Hedge Hog Concept?
INPUTS & OUTPUTS
Inputs
• Time• Talent• Money• Storytelling• These are your raw materials that feed
your system
Output
• For NPO, Output is never money.– By definition, revenue is only an input,
never a measure of success. • Your output is mission Impact
– How is the world changed?– Count numbers– Note stories
• Results are always outside your organization (beware politics)
Measuring Output
• Count impact, then ask what did it cost? Measure Cost per Impact– Not ROI
• ROI by definition measures dollars returned for dollars invested.
• Revenue is input, not output for NPO
– Impact on Investment (IOI)• Track cost per impact unit over time to
measure your efficiency in your mission
DISCIPLINE AND DISCIPLING
Disciplined Who
• Again, get the right people on the bus• Get the wrong people off• No Rock Stars: ambition is for
organization—beyond silos!• Argue about decisions, then fall in line
behind them
Disciplined Who
• Put your best people on the biggest opportunities, not the most prestigious projects
• Never spend time trying to motivate: – Desatisfiers can demotivate– But if not self-motivated by vision, – no motivation-games will help. – You will only waste your time babysitting
Disciplined Thought
• This model is iterative: keep chipping at it until clarity comes
• Confront Brutal Facts – Make yourselves put it all on the table
• Ask questions to understand• Keep Unwavering Faith in vision
– But it is not simply optimism, – It’s understanding of where you’re going
Disciplined How
• Decisions are driven by your key metric– You define it based on your hedgehog– In for-profit, it’s likely profit-per-something– In NPO, it’s Impact on Investment– Cost-per-unit-of-impact
• Technology is not the core, but an accelerator– Let it be driven by IOI
FLYWHEEL
Brand
• Closing the Loop: Your Brand– Brand equals a promised user experience– It’s your reputation—what people expect to
feel when they hang out with you• Brand funnels the IOI back into your
Resource Engine– Metrics and Stories of a changed world– Energizes those who share the vision
Flywheel
• The whole system is like a Flywheel– It starts slowly and builds momentum– It becomes a culture that is hard to stop– Someday it becomes obvious and robust
• You’re building a whole system that should survive you
• Focusing inputs on a hedgehog with discipline yields Superior Performance in your IOI output
CASE STUDY: REFRAME MEDIA
Defining the details as example
ReFrame Media
• Christian Media Ministry
• Part of a 70-year-old, multi-language ministry
• Multiple programs for multiple ages
Hedge Hog Concept
• Lifelong Discipling Relationships– Relationships built over time with people of
all ages ands places– Relationships are Christ-orienting in
nature, regardless of how Christ-oriented people are currently—we come alongside and point to Jesus
– Relationships are intended to last for decades—we follow through the spiritual journeys of you and your loved ones
Best in the World
• Reformed Perspective• Christian Reformed Voice• Mosaic Media Ministry
– Multi-medium– Multi-touch– Multi-audience– Multi-year
Passion & Vision
• Seeing God’s Story in Your life– About God
• His whole story, from Creation to New Creation
– About You• Your whole life being reframed by God’s story
and your place in it• Your whole life long• Your whole life wide
BHAG
• Lifelong Discipling Relationships with a million people—a million in our funnel of discipling influence
Metrics (IOI)
• Relationship: Cost per reaction– Funnel of Engagement:
Awareness, Consumption, Reaction• Discipling: Cost per spiritual growth?
– This is not countable, only anecdotal• Lifelong: Cost per multi-fan
– This may be countable, but we don’t have the tools yet
Brand
• Multiple, overlapping brands (mosaic)• Unified theme within each brand:
– Seeing God’s story in Your Life • Your whole life Wide• Your whole life Long
Resource Engine
• Multi-brand Resource Engine– Rooted in a denomination, speaking to all– Fans of one or multiple brands
• May like just one Program• But programs work together as ReFrame, • In context of BTGMI, CRCNA
– Donors to one or multiple brands– Join our big picture,
or stay with your favorite
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