'This book is straightforward, factual and to the point. Any Leader responsible for business growth should read it! A blueprint full of practical ideas and tools to inspire you into action'-Craig Donaldson - Chief Executive Officer, Metro Bank (RANKED NUMBER ONE IN GLASSDOOR'S HIGHEST RATED CEO 2016) If you asked a cross-section of business leaders, business owners and entrepreneurs what their biggest business challenge is, you would probably hear the same recurring thought: growing their business in a sustainable, predictable, yet profitable way - quickly. It's a reality that most businesses and individuals never reach their full potential, always yearning for the 'thing' that will catapult them into significance, but never really finding it. Whether you're an entrepreneur starting out, or a director, executive or business leader climbing the corporate ladder, the building blocks of Built to Grow are universally applicable. Developed in the real world laboratory of thousands of businesses in twenty-seven countries spanning over two decades, Built to Grow is a proven, time-tested model to unlock the real potential in your business. Avoid the common pitfalls of a trial and error approach to business growth. Built to Grow is full of practical strategies, tools and ideas, backed up with real world case studies to illustrate what can be achieved - leaving you equipped to transform your businesses performance and drive tangible results. Built to Grow is destined to become your handbook, your 'go to' guide, your roadmap to accelerated, sustained and profitable business growth.
Acknowledgements xi About the Author xv Introduction 1 Why Built to Grow? 2 What Built to Grow Is Not 2 How to Use Built to Grow 2 The Added Benefi t to You 3 Chapter 1: The Fundamentals of Business Growth: Your AMR Strategy 5 The First BIG Idea 5 Your AMR Strategy 7 Your Business Growth Formula: How the Numbers Work 10 The Profit Impact 12 AMR in Action 16 Developing Multiple Strategies 22 Become Really Curious 23 Summary 24 Chapter 2: Your Business Growth Transformation Framework(R) (BGTF) 25 Adopt a Success Modelling Approach 26 Your Business Growth Transformation Framework(R) 27 Your Recipe for Success 28 a. 7 Guiding Principles 32 b. Strategic Plan 35 c. Inspirational Leadership 40 d. High Performing Organization Model 40 e. Measures That Matter 41 Summary: Setting a Foundation of Great Habits 43 Chapter 3: Inspirational Leadership 45 Developing Your Leadership Culture 47 Why the Leader-Follower Structure is at Odds With Developing a Leadership Culture 49 The Solution: Leader-Leader 50 The Four Types of Leaders 50 Turning Your Organizational Design Upside Down 51 Developing Your Leadership Traits and Style 52 Summary 64 Chapter 4: Building a High Performing Organization 65 Vision/Purpose 66 Values/Behaviours 71 Strategic Plan 76 Disciplined Execution 79 Performance Culture 81 Summary 83 Chapter 5: Business Purpose, Aspirational Goals, and Growth Strategy 85 The Power of Your WHY 86 Caution: Two Pitfalls to Avoid in Finding Your WHY 89 Life is Like a Boomerang 90 Translating Your Personal WHY into Your Business s WHY 91 Aligning Your Business s WHY With Your People s Personal WHY 92 What Business Are You Really in? 94 Your Goal Before You Move on 98 Summary 101 Chapter 6: Market Potential Strategy 103 Alignment of Your Aspirational Goals With the Market Potential 104 Defi ning the Size of Opportunity 107 Segmenting and Profiling the Opportunity 108 Why Consumers Buy and How the Competition Can Impact Your Market Potential 111 Market Potential and The Four Seasons Calendar 113 Summary 114 Chapter 7: Compelling Value Proposition Strategy 117 What Customers Really Care About 117 Essentials of a Compelling Value Proposition 118 Introducing the Benefits Track 121 Zooming In and Zooming Out 126 When Technology Impacts Your Compelling Value Proposition 127 So, Are You Ready? 128 Market Research Through Your Customer Lens 129 Summary 130 Chapter 8: Customer Strategy 131 The Big Idea 132 The Experience Economy 132 The Digital Age is Transforming the Game 142 Making it Real for Your Business 142 Measures That Matter 144 Summary 145 Chapter 9: Marketing and Communications Strategy 147 The Purpose of Marketing and Communications 148 Interdependency with Your Other Strategies 150 Trends Shaping the Marketing Landscape 151 Defining the Brand 154 Writing Your Marketing and Communications Strategy 157 Turning Strategy into ACTION Through Your Marketing Plan 166 Measures That Matter 167 Summary: A Science ... and an Art 168 Chapter 10: Business Development and Sales Strategy 171 Internal Brand Positioning of Sales 171 Who s in Sales in Your Business? 172 A Scientific Approach 173 1. Sales Planning and Forecasting 174 2. Your Customer Classification Framework 178 3. Your Proposition Matrix Getting Customers to Buy More 182 4. Your Customer Contact Strategy 186 5. Your Sales Map 189 6. Your Sales Funnel 193 Summary: Selling Success 196 Chapter 11: People Strategy 197 Are People a Cost or an Investment in Your Business? 198 The BIG Idea: Creating Your Employee Value Proposition 198 1. Identifying Your People Gap 202 2. Building a Robust People Pipeline 204 3. Growing and Developing Your People 210 4. Retaining Your People 215 Summary 216 Chapter 12: Operational Excellence Strategy 217 Practice Makes Perfect ... or Does it? 219 The Need for a Robust Operational Strategy 220 Applying the 7 Guiding Principles in Your Quest for Operational Excellence 221 Embracing Technology as a Competitive Advantage 231 Operational Improvement Never Stops 233 Summary 235 Chapter 13: Finance and Governance 237 Change Your Mindset ... Change the Game 239 Keeping Score ... 240 The Challenge 240 Measures That Matter 244 Your Three Most Important Financial Tools 253 Reality Check 253 The Exciting News 255 Funding Routes: The Upsides and Downsides 256 Summary 256 Chapter 14: Control the Controllable 257 Chapter 15: Your Journey to Mastery 261 Being Committed and in the Arena 262 A Never-Ending Pursuit of Personal Mastery 262 Bibliography 267 Index 273
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