Photo by Kristina Flour on Unsplash
One of the biggest challenges that continues to plague nearly every organization – for-profit, not-for-profit and public sector alike – is the inability to align around a strategic vision or direction. Whether it’s a leadership team aligning around the purpose of their organization, a marketing team working to express what a brand stands for, or human resources leaders trying to win the war for talent, lack of alignment leads to countless amounts of time and dollars wasted and opportunities lost.
L’Institut Idée (LI) was founded in 2012 by a group of strategists in Toronto and Montreal to solve this issue once and for all. Using a proprietary methodology called the Structural Mapping Process®, or “SMP” for short, they have helped hundreds of organizations around the world, including numerous Fortune 500 companies, discover what they truly stand for and align their stakeholders with incredible speed and success.
At major pharma companies like AbbVie Global and Abbott Labs, LI has used the SMP to reposition major medicines for the market. At NGOs like Plan International and the Red Cross, the SMP has been instrumental in discovering how to engage new generations of donors. And with many of the world’s most famous hotel brands, LI and the SMP methodology have helped to redefine brands such as Marriott Hotels, Sheraton and Thompson Hotels. Each of these organizations faced complex stakeholder environments that can make alignment seem nearly impossible.
The process is deceptively simple: In a unique half-day participatory workshop, LI facilitators lead client and stakeholder teams, up to 20 participants at a time, through a series of exercises that, without fail, result in a clear visual map of the “emotional DNA” of any brand, product or organization. Clients have described the process and the map that it reveals as “revelatory”, “life-changing” and “the foundation of our strategies moving forward”. After the mapping, a leadership or brand team can finally rally around one clear sense of their DNA and build from there.
That’s why our favourite quote is the famous line from Albert Einstein, “You cannot solve a problem using the same consciousness that created it. You must see the world anew.” Using the SMP as a primary tool, our job is to help clients “see their world anew” and thus forge a new path to success.
Want to learn more about the SMP methodology? Check out this insightful podcast featuring Penelope Fridman, Co-Founder and President of L’institut idée.
Listen on:
Youtube: https://tinyurl.com/ext94nwm
Spotify: https://tinyurl.com/2p6px8jh
Apple Podcast: https://tinyurl.com/bdhzhr47
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