Innovating With The Five Senses Of Organizational Strategies

Sourajit Ghosh

“We will differentiate ourselves from the competition by creating innovations that generate value for our customers.”

Anyone who sits on an executive board has heard this statement a time or two before. While such a declaration may quell concerns over competitive viability and sustainability, the real work happens when very specific actions take place:

  • Do we create a department for innovation or business transformation?
  • Do we hire additional management talent or business consultants?
  • Should individual line-of-business executives meet offsite to brainstorm and innovate through ideation?

Even though these efforts produce satisfactory results, it’s always helpful when the leadership team creates a management framework to design an action plan. The management framework must be all-encompassing – taking a holistic view of all lines of business to eventually transform the business into an intelligent enterprise.

This innovative management consulting methodology is very similar to the five senses of a human being:

  • Sight: Build a strong organizational vision focused on a long-term strategy.
  • Hearing: Listen to stakeholders, customers, employees, and partners, then formulate a go-to-market engagement model.
  • Touch: Make the vision tangible by creating a detailed strategy blueprint, which includes the mission, strategy drivers, key focus, actionable plan, and desired business outcome
  • Smell: Ensure the organization, customer base, workforce, and partner ecosystem are close enough to “smell” the organization’s vision, action, and success. Build a strong brand perception plan and omnichannel organizational communication strategy and integrated communication systems.
  • Taste: Create your own recipe for competitive differentiation with a blend of vision, strategy, culture, competitive strengths, and go-to-market approach.

Once the management framework is created, it is critical to measure progress against a KPI-driven scorecard, such as:

  • Sight: Return on capital employed to measure the vision
  • Hearing: Net promoter score to assess the go-to-market engagement model
  • Touch: Customer lifetime value to evaluate the performance of the strategy blueprint
  • Smell: Brand equity to determine the brand perception enabled by organizational communication
  • Taste: Growth in market share to get an accurate view of competitive differentiation

Formulating an organizational strategy in this new world of digital transformation opens a distinct opportunity to become an intelligent enterprise. By taking this approach, you can work closely with external business process experts and thought leaders and collaboratively design your organization’s long-term strategy.

Learn more about the management framework by reading “Management Framework @ The Five Senses of Organizational Strategy.


Sourajit Ghosh (SG)

About Sourajit Ghosh (SG)

Sourajit Ghosh is a Digital Ambassador & Principal Solution Engineer for SAP, focusing on Digital Transformation, Customer Experience, CRM, E-Commerce, Cloud Computing, and Architecture. Sourajit has served a number of roles at SAP including PreSales, Value Advisor, Business Process Consulting, Enterprise Architecture, Mentor, Solution Captain, Thought Leadership, and Expert Speaker in Events.