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Whitepaper - Align Corporate Communications To Achieve Business Goals V2[1]

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A simple six-step process to use communications and measurement tools to drive business by David Meerman Scott. Commisioned by Dow Jones.

Published in: Business, Technology

Whitepaper - Align Corporate Communications To Achieve Business Goals V2[1]

  1. 1. ^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë ^=ëáãéäÉ=ëáñJëíÉé=éêçÅÉëë=íç=ìëÉ=ÅçããìåáÅ~íáçåë= ~åÇ=ãÉ~ëìêÉãÉåí=íççäë=íç=ÇêáîÉ=ÄìëáåÉëë Äó=a~îáÇ=jÉÉêã~å pÅçíí péçåëçêÉÇ=Äó=c~Åíáî~=Ñêçã=açï=gçåÉë
  2. 2. ^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë O mäÉ~ëÉ=ÑÉÉä=ÑêÉÉ=íç=éçëí=íÜáë=çå=óçìê=ÄäçÖ çê=Éã~áä=áí=íç=ïÜçãÉîÉê=óçì= ÄÉäáÉîÉ=ïçìäÇ=ÄÉåÉÑáí=Ñêçã=êÉ~ÇáåÖ=áíK=qÜ~åâ=óçìK « OMMT=Äó c~Åíáî~I=fåÅK=^ää=êáÖÜíë êÉëÉêîÉÇ `çéóêáÖÜí=ÜçäÇÉê=áë=äáÅÉåëáåÖ=íÜáë=ìåÇÉê=íÜÉ=`êÉ~íáîÉ=`çããçåë=iáÅÉåëÉK=^ííêáÄìíáçå=PKMK ÜííéWLLÅêÉ~íáîÉÅçããçåëKçêÖLäáÅÉåëÉëLÄóLPKML
  3. 3. ^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë P TABLE Of CONTENTS >Introduction >Your organization’s goals >The six-step alignment process >Example of the six-step process at work >The gap analysis in detail >Tactics to support the goal, and measuring progress >Measurement is the name of the game >Begin working with the six-step process today >About the author >About Factiva Insight
  4. 4. ^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë Q FOR DECADESI=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=éêçÑÉëëáçå~äë=Ü~îÉ=ÑçÅìëÉÇ=åÉ~ê= tÜÉå=Åçêéçê~íÉ= ÅçããìåáÅ~íáçåë=~êÉ= ÉñÅäìëáîÉ=~ííÉåíáçå=çå=íÜÉ=ÅçããìåáÅ~íáçå=~ëéÉÅí=çÑ=íÜÉáê=Åê~Ñí=~í=íÜÉ=ÉñéÉåëÉ=çÑ=Åçêéçê~íÉ=ÄìëáåÉëë= ëáãéäó=ÑçÅìëÉÇ=çå=íÜÉ= Öç~äëI=~åÇ=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=éÉçéäÉ=Ü~îÉåÛí=ÄÉÉå=ãÉ~ëìêÉÇ=~Ö~áåëí=ïÜ~í=êÉ~ääó=ã~ííÉêë=áå= ê~ï=ãÉ~ëìêÉãÉåí=çÑ= ~=ÄìëáåÉëë=JêÉîÉåìÉ=~åÇ=éêçÑáíK=^ë=~=êÉëìäí=íÜÉêÉ=áë=~=ëíê~íÉÖó=ÇáëÅçååÉÅí=áå=íÜÉáê=çêÖ~åáò~íáçåëK=qÜáë= ÅäáéëI=íÜÉó=~êÉåÛí= ÇáëÅçååÉÅí=Ü~ë=ÄÉÉå=íÜÉ=Ñ~ìäí=çÑ=ã~å~ÖÉãÉåí=íÉ~ãë=EïÜç=Ü~îÉåÛí=ãÉ~ëìêÉÇ=Åçêéçê~íÉ= ãÉ~ëìêáåÖ=íÜÉ=ÇáêÉÅí=~åÇ= ÅçããìåáÅ~íáçåë=íÉ~ãë=çå=ïÜ~í=íÜÉó=êÉ~ääó=î~äìÉF=~ë=ïÉää=~ë=íÜÉ=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë= éçïÉêÑìä=äáåâ=ÄÉíïÉÉå= éêçÑÉëëáçå=EïÜáÅÜ=ëíáÅâë=íç=íê~Çáíáçå~ä=ãÉ~ëìêÉãÉåíë=ëìÅÜ=~ë=“éêÉëë=ÅäáéëÒ ~åÇ=“~ÇîÉêíáëáåÖ= Åçêéçê~íÉ= Éèìáî~äÉåÅóÒ íç=ëÜçï=î~äìÉFK=j~åó=mo=~ÖÉåÅáÉë=Ü~îÉ=éÉêéÉíì~íÉÇ=íÜÉ=éêçÄäÉã=Äó=éìÄäáëÜáåÖ=ëäáÅâ= ÅçããìåáÅ~íáçåë= ~åÇ=ÉñéÉåëáîÉ=“Åäáé=ÄççâëÒ íç=ëÜçï=íÜÉ=î~äìÉ=çÑ=ÅçããìåáÅ~íáçåë=éêçÖê~ãë=íç=ã~å~ÖÉãÉåí=íÉ~ãëK= éêçÖê~ãë=~åÇ=Åçêéçê~íÉ= tÜÉå=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=~êÉ=ëáãéäó=ÑçÅìëÉÇ=çå=íÜÉ=ê~ï=ãÉ~ëìêÉãÉåí=çÑ=ÖÉåÉêáÅ=ÅäáéëI=íÜÉó= Öç~äëK ~êÉåÛí=ãÉ~ëìêáåÖ=íÜÉ=ÇáêÉÅí=~åÇ=éçïÉêÑìä=äáåâ=ÄÉíïÉÉå=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=éêçÖê~ãë=~åÇ= Åçêéçê~íÉ=ÄìëáåÉëë=Öç~äëK `blë=~åÇ=áåîÉëíçêë=Ü~îÉ=ÄÉÅçãÉ=áåÅêÉ~ëáåÖäó=ëâÉéíáÅ~ä=~Äçìí=íÜÉ=êÉíìêå=çå=áåîÉëíãÉåí=áå=íÜÉ= Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=ÇÉé~êíãÉåíK=qÜÉ=èìçíÉI=“f=âåçï=íÜ~í=Ü~äÑ=çÑ=ãó=~ÇîÉêíáëáåÖ=ÄìÇÖÉí=áë= ï~ëíÉÇK=qÜÉ=éêçÄäÉã=áë=íÜ~í=f=ÇçåDí=âåçï=ïÜáÅÜ=Ü~äÑIÒ ÅçìäÇ=É~ëáäó=ÄÉ=~ééäáÉÇ=íç=Åçêéçê~íÉ= ÅçããìåáÅ~íáçåëK=_ìí=åçí=âåçïáåÖ=ïÜÉêÉ=Ü~äÑ=çÑ=óçìê=mo=~åÇ=ÅçããìåáÅ~íáçåë=ëéÉåÇ=ÖçÉë=àìëí= ÇçÉëåÛí=Åìí=áí=ïáíÜ=íÜÉ=ã~å~ÖÉãÉåí=íÉ~ã=çê=íÜÉ=Äç~êÇ=~åóãçêÉK=líÜÉê=ÇÉé~êíãÉåíë=ÇÉÑÉåÇ=ÉîÉêó= ä~ëí=Ççää~ê=ëéÉåí=~åÇ=Ü~îÉ=áåîÉëíÉÇ=áå=íÜÉ=íççäë=íç=ÜÉäé=íÜÉã=ãÉ~ëìêÉ=Üçï=íÜÉó=~ÇÇ=î~äìÉX=Åçêéçê~íÉ
  5. 5. ^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë R ÅçããìåáÅ~íáçåë=åÉÉÇë=íç=Çç=íÜÉ=ë~ãÉK=`äáé=Äççâë=ÇçåÛí=ã~ííÉêK=kçê=ÇçÉë=íÜÉ=“~ÇîÉêíáëáåÖ= Éèìáî~äÉåíÒ ãÉíêáÅ=íÜ~í=ëçãÉ=mo=Ñáêãë=ëéÉåÇ=Üçìêë=Å~äÅìä~íáåÖ=EïÜáÅÜ=íÜÉó=íÜÉå=Äáää=Ä~Åâ=íç=íÜÉ= ÅäáÉåíFK=kç=`bl=çê=ã~å~ÖÉãÉåí=íÉ~ã=ãÉãÄÉê=áë=ãÉ~ëìêÉÇ=çå=Åäáé=Åçìåíë=çê=~Ç=Éèìáî~äÉåÅóK=e~îÉ= óçì=ÉîÉê=ëÉÉå=“éêÉëë=ÅäáéëÒ ~ë=~=äáåÉ=áíÉã=çå=~=Åçêéçê~íÉ=Ä~ä~åÅÉ=ëÜÉÉí=kçK=pç=ïÜó=ëÜçìäÇ=íÜÉ=mo= ÇÉé~êíãÉåí=ìëÉ=íÜÉëÉ=Ñçêãë=çÑ=ãÉ~ëìêÉãÉåí
  6. 6. ^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë S YOUR ORGANIZATION’S GOALS tÉÛîÉ=ïçêâÉÇ=çå= ÜìåÇêÉÇë=çÑ=Åçêéçê~íÉ= ÅçããìåáÅ~íáçåë= tÜ~í=ïÉ=åÉÉÇ=íç=Çç=áë=~äáÖå=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=çÄàÉÅíáîÉë=ïáíÜ=íÜçëÉ=çÑ=íÜÉ=çêÖ~åáò~íáçåK= éêçÖê~ãë=~åÇ=ïÉÛîÉ=ëÉÉå= cçê=ãçëí=Åçêéçê~íáçåëI=íÜÉ=ãçëí=áãéçêí~åí=Öç~ä=áë=éêçÑáí~ÄäÉ=êÉîÉåìÉ=ÖêçïíÜI=~ÅÜáÉîÉÇ=ÉáíÜÉê=Äó= Üçï=íê~åëÑçêã~íáçå~ä=~= ÖÉåÉê~íáåÖ=åÉï=ÅìëíçãÉêë=çê=Äó=êÉí~áåáåÖ=ÉñáëíáåÖ=ÅìëíçãÉêëK éêçéÉêäó=~äáÖåÉÇ=ëíê~íÉÖó= Å~å=ÄÉK pç=óçìê=Ñáêëí=ëíÉé=áë=íç=ìåÇÉêëí~åÇ=óçìê=Åçãé~åóÛë=ÄìëáåÉëë=Öç~äë=~åÇ=ïêáíÉ=íÜÉã=Ççïå=áå=ÇÉí~áäK=qÜÉ= áãéçêí~åí=íÜáåÖë=óçì=ïêáíÉ=Ççïå=ãáÖÜí=ÄÉ=“Öêçï=êÉîÉåìÉ=áå=bìêçéÉ=Äó=OMBÒçê=“áåÅêÉ~ëÉ=åÉï= ãÉãÄÉê=ëáÖåJìéë=íç=NMM=éÉê=ãçåíÜ=áå=íÜÉ=ÑçìêíÜ=èì~êíÉê=Òçê=“çê=ÖÉåÉê~íÉ=AN=ãáääáçå=áå=tÉÄ=ë~äÉë= åÉñí=óÉ~ê=Òçê=“ÇçìÄäÉ=êÉîÉåìÉ=áå=~=åÉï=éêçÇìÅí=Å~íÉÖçêóKÒ kçï=íÜ~í=óçì=Ü~îÉ=íÜÉ=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=éä~å=ÑçÅìëÉÇ=çå=íÜÉ=êáÖÜí=Öç~äëI=áKÉKI=íÜçëÉ=çÑ=óçìê= çêÖ~åáò~íáçåI=óçì=~êÉ=êÉ~Çó=íç=ÇÉîÉäçé=~=éä~å=íç=ÜÉäé=íÜÉ=çêÖ~åáò~íáçå=êÉ~ÅÜ=íÜÉëÉ=Öç~äëK=^åÇ=äáâÉ= çíÜÉê=ÇÉé~êíãÉåíë=EëìÅÜ=~ë=ë~äÉëFI=óçì=ïáää=~äëç=ãÉ~ëìêÉ=óçìê=ÉÑÑçêíë=~Ö~áåëí=íÜÉ=Öç~äëK få=íÜáë=ï~óI=óçì=ïáää=ëÜçï=íêìÉ=î~äìÉ=íç=óçìê=ã~å~ÖÉãÉåí=íÉ~ã=~åÇ=Äç~êÇ=çÑ=ÇáêÉÅíçêëI=~åÇ=óçì=~åÇ= óçìê=íÉ~ã=ïáää=ÄÉ=ëÉÉå=~ë=~=ÇáêÉÅí=ÅçåíêáÄìíçê=íç=óçìê=Åçãé~åóÛë=ÄìëáåÉëë=ëìÅÅÉëëK
  7. 7. ^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë T THE SIX-STEP ALIGNMENT PROCESS `çêéçê~íÉ=ÅçããìåáÅ~íáçåë=ÇÉé~êíãÉåíë=~êÉ=Ñìää=çÑ=îÉêó=ëã~êí=~åÇ=ÉåíÜìëá~ëíáÅ=éÉçéäÉ=ïçêâáåÖ=Ü~êÇ= çå=í~ÅíáÅë=íÜ~í=ÇçåÛí=ëìééçêí=çêÖ~åáò~íáçå~ä=Öç~äëK=qÜ~íÛë=ïÜÉêÉ=íÜÉ=ÇáëÅçååÉÅí=Ü~ééÉåë=~åÇ=ïÜó= íÜÉêÉ=áë=ëç=ãìÅÜ=ï~ëíÉ=áå=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=ÄìÇÖÉíëK=tÉDîÉ=ïçêâÉÇ=çå=ÜìåÇêÉÇë=çÑ= Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=éêçÖê~ãë=~åÇ=ïÉÛîÉ=ëÉÉå=Üçï=íê~åëÑçêã~íáçå~ä=~=éêçéÉêäó=~äáÖåÉÇ= ëíê~íÉÖó=Å~å=ÄÉK rëáåÖ=íÜáë=ëáñJëíÉé=ãçÇÉä=Éå~ÄäÉë=óçì=íç=~äáÖå=óçìê=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=íç ~ÅÜáÉîÉ=Åçêéçê~íÉ= Öç~äëK=qÜÉ=ãçÇÉä=áåÅäìÇÉë=íïç=éÜ~ëÉë=çÑ=ãÉ~ëìêÉãÉåíWW=~=ÄÉåÅÜã~êâ=Ö~é=~å~äóëáë=áå=ëíÉé=Q=~åÇ= êÉëìäíë=ãÉ~ëìêÉãÉåí=EïÜáÅÜ=íóéáÅ~ääó=áë=~å=çåÖçáåÖ=~ÅíáîáíóF=áå=ëíÉé=SK píÉé=N J råÇÉêëí~åÇ=óçìê=Åçêéçê~íÉ=ÄìëáåÉëë=Öç~äëK fÑ=íÜÉ=ã~å~ÖÉãÉåí=íÉ~ã=áë=ÑçÅìëÉÇ=çå=~=Öç~ä=çÑ= NMB=êÉîÉåìÉ=ÖêçïíÜ=áå=kçêíÜ=^ãÉêáÅ~I=íÜ~í=ëÜçìäÇ=ÄÉ=óçìê=Öç~ä=íççK=tÉ=ï~åí=óçì=íç=ÖÉí=~ï~ó= Ñêçã=~êÄáíê~êó=ãÉ~ëìêÉãÉåíë=äáâÉ=ÅäáéÄççâë=~åÇ=~ÇîÉêíáëáåÖ=Éèìáî~äÉåÅó=~ë=óçìê=Öç~äë=~åÇ=áåëíÉ~Ç= ïçêâ=íç=~ÅÜáÉîÉ=íÜÉ=êÉ~ä=Öç~äë=çÑ=íÜÉ=ÄìëáåÉëëK= píÉé=O=J aÉîÉäçé=~=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=éä~å=íç=áåÑäìÉåÅÉ=íÜÉ=Öç~äëK vçìê=íÉ~ã=çÄàÉÅíáîÉ=ÜÉêÉ= áë=íç=ÄìáäÇ=~=éä~å=Ñçê=~ÅÜáÉîáåÖ=É~ÅÜ=çÑ=íÜÉ=ã~å~ÖÉãÉåí=íÉ~ã=Öç~äëK=qÜáë=ïáää=ÄÉ=ìåäáâÉ=íóéáÅ~ä= Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=éä~åë=óçì=ãáÖÜí=Ü~îÉ=ÇçåÉ=áå=íÜÉ=é~ëí=íÜ~í=ÑçÅìëÉÇ=çå=éêÉëë=êÉäÉ~ëÉë=~åÇ= ãÉÇá~=êÉä~íáçåë=~ë=~=ëí~êíáåÖ=éçáåíK=fåëíÉ~ÇI=óçì=ïáää=ëí~êí=ïáíÜ=íÜÉ=ÄìëáåÉëë=Öç~äë=~åÇ=ïçêâ=Ñêçã= íÜÉêÉK
  8. 8. ^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë U ^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë
  9. 9. ^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë V píÉé=P J `êÉ~íÉ=ÅçããìåáÅ~íáçåë=ëíê~íÉÖáÉë=íç=ëìééçêí=É~ÅÜ=Öç~äK vçìê=éä~å=ïáää=Åçåí~áå=ëéÉÅáÑáÅ= ÅçããìåáÅ~íáçåë=ëíê~íÉÖáÉëK=cçê=Éñ~ãéäÉI=óçì=ãáÖÜí=ÇÉîÉäçé=~=ëíê~íÉÖó=çÑ=ÄÉÅçãáåÖ=ÄÉííÉê=âåçïå= ~ãçåÖ=áåÑäìÉåíá~ä=ÄäçÖÖÉêë ïÜç=ïêáíÉ=~Äçìí=áëëìÉë=íÜ~í=~êÉ=êÉä~íÉÇ=íç=íÜÉ=Öç~äë=óçì=áÇÉåíáÑáÉÇ=áå= ëíÉé=N=ëç=íÜÉó=ãÉåíáçå=óçìê=Åçãé~åó=~åÇ=éêçÇìÅíë=áå=íÜÉáê=ÄäçÖ éçëíëK=vçì=ïáää=ï~åí=íç=ÇÉîÉäçé=íÜÉ= ëíê~íÉÖáÉë=íÜ~í=ëìééçêí=íÜÉ=Åçêéçê~íÉ=Öç~äë=áå=~=ï~ó=íÜ~í=óçì=Å~å=ëÜçï=áí=íç=óçìê=ã~å~ÖÉãÉåí=íÉ~ã= Ñçê=ÇáëÅìëëáçå=~åÇ=~ééêçî~äK píÉé=Q J `çåÇìÅí=~=Ö~é=~å~äóëáë=íç=ìåÇÉêëí~åÇ=óçìê=ÄÉåÅÜã~êâëK få=çìê=ÉñéÉêáÉåÅÉI=ã~å~ÖÉãÉåí= íÉ~ãë=äçîÉ=Ç~í~=~åÇ=ãÉíêáÅëI=ëç=óçì=ïáää=åÉÉÇ=íç=ëìééäó=íÜáë=íç=íÜÉãK píÉé=Q=áë=íÜÉ=ãçëí=çîÉêäççâÉÇ=áå=íÜÉ=ëáñJëíÉé=éêçÅÉëëI=Äìí=áí=áë=ÅêáíáÅ~ä=Ñçê=íÜÉ=éêçÅÉëë=çÑ=ãÉ~ëìêáåÖ= óçìê=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=ëíê~íÉÖó=~åÇ=éêçîáåÖ=î~äìÉ=íç=óçìê ã~å~ÖÉãÉåí=íÉ~ãK=tÜ~í=íÜáë= ëíÉé=ÇçÉë=áë=ÇÉîÉäçé=~åÇ=~å~äóòÉ=ãÉíêáÅë=íÜ~í=ïÉ=ïáää=ìëÉ=íç=ãÉ~ëìêÉ=íÜÉ=êÉëìäíë=çÑ=íÜÉ=í~ÅíáÅë=ïÉ= ÇÉéäçóK=cçê=Éñ~ãéäÉI=áÑ=çìê=ëíê~íÉÖó=Ñêçã=ëíÉé=P=áë=íç=ÄÉ=ÄÉííÉê âåçïå=~ãçåÖ=áåÑäìÉåíá~ä=ÄäçÖÖÉêë ëç= íÜÉó=ïêáíÉ=~Äçìí=ìëI=íÜÉå=áå=ëíÉé=Q=ïÉ=ïáää=ãÉ~ëìêÉ=Üçï=ïÉää=ïÉ=~êÉ=âåçïå=íçÇ~ó=Ä~ëÉÇ=çå=íÜÉ= åìãÄÉê=çÑ=íáãÉë=çìê=Åçãé~åó=~åÇ=éêçÇìÅí=áë=ãÉåíáçåÉÇ=çå=íÜÉ=ÄäçÖë ïÉ=Ü~îÉ=áÇÉåíáÑáÉÇK=tÉ=ãáÖÜí= ~äëç=ãÉ~ëìêÉ=Üçï=éçëáíáîÉ=Eçê=åÉÖ~íáîÉF=íÜçëÉ=ëíçêáÉë=~êÉ=~åÇ=Üçï=çÑíÉå=ïÉ=~êÉ=ãÉåíáçåÉÇ= Åçãé~êÉÇ=íç=íÜÉ=ÅçãéÉíáíáçåK=qÜáë=áåáíá~ä=ãÉ~ëìêÉÔíÜÉ=ÄÉåÅÜã~êâÔïáää=íÜÉå=ÄÉ=Åçãé~êÉÇ=íç= ïÜÉêÉ=ïÉ=ïçìäÇ=äáâÉ=íç=ÄÉ=~åÇ=íÜÉ=êÉëìäíáåÖ=Ö~é=áë=ïÜ~í=ïÉ=ïáää=ÄÉI=ãáåáãáòáåÖ=Äó=ìëáåÖ=íÜÉ=í~ÅíáÅë= áå=ëíÉé=RK^å=~ÇÇÉÇ=ÄÉåÉÑáí=çÑ=ÇçáåÖ=~=êáÖçêçìë=Ö~é=~å~äóëáë=çîÉê ëÉîÉê~ä=ÇáÑÑÉêÉåí=ëíê~íÉÖáÉë=áë=íÜ~í= óçì=Å~å=Åçãé~êÉ=~åÇ=Åçåíê~ëí=íÜÉ=Ö~éë=Ñçê=É~ÅÜ=ëíê~íÉÖóK=_ó=çîÉêä~óáåÖ=~=äÉîÉä=çÑ=áãéçêí~åÅÉ=Ñçê= É~ÅÜ=ëíê~íÉÖóI=óçì=Å~å=ÇÉíÉêãáåÉ=íÜÉ=~ãçìåí=çÑ=êÉëçìêÅÉë=íÜ~í=ãìëí=ÄÉ=ÇÉîçíÉÇ=íç=É~ÅÜ=ëíê~íÉÖóK
  10. 10. ^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë NM píÉé=RJ aÉîÉäçé=ÅçããìåáÅ~íáçåë=~åÇ=ãÉÇá~=êÉä~íáçåë=í~ÅíáÅë=Ñçê=É~ÅÜ=ëíê~íÉÖóK få=ëíÉé=R=ïÉ=~Åíì~ääó= ÉñÉÅìíÉ=çå=íÜÉ=éêçÖê~ãë=ïÉ=Ü~îÉ=ÇÉîÉäçéÉÇ=Ñçê=É~ÅÜ=çÑ=íÜÉ=ëíê~íÉÖáÉëK=fÑ=óçìÛîÉ=ÄÉÉå=ÑçääçïáåÖ=íÜÉ= ëáñJëíÉé=éêçÅÉëë=íÜ~í=ïÉ=ëìÖÖÉëíI=óçì=~äêÉ~Çó=ïáää=Ü~îÉ=êÉÅÉáîÉÇ=~ééêçî~ä=Ñêçã=óçìê=ã~å~ÖÉãÉåí=çå= íÜÉ=ëíê~íÉÖáÉë=íç=ÜÉäé=íÜÉ=çêÖ~åáò~íáçå=~ÅÜáÉîÉ=áíë=Öç~äëI=~åÇ=çåäó=åçï=~êÉ=óçì=êÉ~Çó=íç=ÉñÉÅìíÉ=çå= í~ÅíáÅëK=`çãé~êÉ=íÜáë=íç=íÜÉ=íóéáÅ~ä=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=éä~å=ïÜÉêÉ=óçì=àìãé=áåíç=í~ÅíáÅë=Ñáêëí= íÜáåÖI=ïêáíáåÖ=éêÉëë=êÉäÉ~ëÉë=~åÇ=ÇÉ~äáåÖ=ïáíÜ=íÜÉ=ãÉÇá~=ïáíÜçìí íÜáåâáåÖ=~Äçìí=ïÜ~í=áí=ãÉ~åë=íç= íÜÉ=ÄìëáåÉëëK= píÉé=S J jÉ~ëìêÉ=íÜÉ=êÉëìäíë=çÑ=óçìê=í~ÅíáÅëK qÜáë=ëíÉé=áë=ÅêáíáÅ~ä=ÄÉÅ~ìëÉ=áí=ÉåëìêÉë=íÜ~í=ïÉ=~êÉ= ÑçÅìëÉÇ=çå=ÜÉäéáåÖ=íÜÉ=Åçãé~åó=~ÅÜáÉîÉ=áíë=Öç~äë=~åÇ=áí=Éå~ÄäÉë=ìë=íç=êÉéçêí=Ä~Åâ=íç=ã~å~ÖÉãÉåí= çå=~=êÉÖìä~ê=Ä~ëáëK
  11. 11. ^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë NN EXAMPLE OF THE SIX-STEP PROCESS AT WORK iÉíÛë=äççâ=~í=íÜÉëÉ=ëáñ=ëíÉéë=ìëáåÖ=~å=Éñ~ãéäÉ=çÑ=~=ÜóéçíÜÉíáÅ~ä=ÄáÅóÅäÉ=ã~åìÑ~ÅíìêÉêK=få=ëíÉé=NIíÜÉ= Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=íÉ~ã=ãÉÉíë=ïáíÜ=íÜÉ=Åçãé~åóÛë=ÉñÉÅìíáîÉë=íç=ìåÇÉêëí~åÇ=íÜÉ=Åçêéçê~íÉ= Öç~äëK=iÉíÛë=~ëëìãÉ=íÜ~í=çåÉ=ÄìëáåÉëë=Öç~ä=áë=íç=“ÇçìÄäÉ=êÉîÉåìÉ=Ñêçã=íÜÉ=êÉÅêÉ~íáçå~ä=ÅóÅäáåÖ= éêçÇìÅí=Å~íÉÖçêóKÒ _ÉÅ~ìëÉ=íÜÉ=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=éÉçéäÉ=ãìëí=ÄÉ=~äáÖåÉÇ=ïáíÜ=Åçêéçê~íÉ= Öç~äëI=íÜÉó=ÇÉîÉäçé=~=éä~å=íÜ~í=ïáää=ÜÉäé=íÜÉ=çêÖ~åáò~íáçå=íç=~ÅÜáÉîÉ=íÜáë=áãéçêí~åí=Öç~äK qÜÉ=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=íÉ~ã=ÇÉîÉäçéë=~=éä~å=áå=ëíÉé=O=~åÇ=íÜÉ=áåÇáîáÇì~ä=ëíê~íÉÖáÉë=áå=ëíÉé=P= íÜ~í=ïáää=ÄÉ=ìëÉÇ=íç=ÜÉäé=íÜÉ=ÄìëáåÉëë=~ÅÜáÉîÉ=íÜÉ=Öç~äK=cçê=Éñ~ãéäÉI=íÜÉó=ãáÖÜí=ï~åí=íç=áåÅêÉ~ëÉ= íÜÉ=ê~íáç=çÑ=íáãÉë=íÜ~í=íÜÉáê=éêçÇìÅíë=~êÉ=ãÉåíáçåÉÇ=çå=ÅóÅäáåÖ=ÄäçÖë Åçãé~êÉÇ=íç=íÜÉ=ÅçãéÉíáíáçåK= b~ÅÜ=ëíê~íÉÖó=áë=ïêáííÉå=Ççïå=ÄÉÅ~ìëÉ=ä~íÉê=íÜÉ=ëíê~íÉÖáÉë=~åÇ=ãÉíêáÅë=ïáää=ÄÉ=ëÜ~êÉÇ=ïáíÜ=çíÜÉêë=áå= íÜÉ=çêÖ~åáò~íáçåK qÜÉ=ÅêáíáÅ~ä=ãÉ~ëìêÉãÉåí=ëíÉé=ïÜÉêÉ=íÜÉ=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë éÉçéäÉ=Éëí~ÄäáëÜ=ÄÉåÅÜã~êâë= Ü~ééÉåë=áå=ëíÉé=QKqÜÉ=Åçãé~åó=Éëí~ÄäáëÜÉë=ÄÉåÅÜã~êâë=ëÜçïáåÖ=áíë ÅìêêÉåí=ëí~íìëI=~åÇ=íÜÉå= áÇÉåíáÑáÉë=ëíÉéë=íç=~ÅÜáÉîÉ=áíë=ÄìëáåÉëë=Öç~äëK=^å=áãéçêí~åí=~ëéÉÅí=çÑ=íÜáë=ëíÉé=áë=ÅçåÇìÅíáåÖ=~=Ö~é= ~å~äóëáë=íÜ~í=ïáää=ÜÉäé=íç=áÇÉåíáÑó=íÜÉ=éêáçêáíáÉë=Ñçê=É~ÅÜ=ëíê~íÉÖóX=íÜ~í=ï~ó=íÜÉ=ÅçããìåáÅ~íáçåë=íÉ~ã= âåçïë=ïÜÉêÉ=íç=ÑçÅìë=áå=çêÇÉê=íç=Ö~áå=íÜÉ=ãçëí=äÉîÉê~ÖÉ=Ñêçã=áíë éêçÖê~ãëK
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  13. 13. ^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë NP qÜÉ=ÉñÉÅìíáçå=çÑ=íÜÉ=í~ÅíáÅë=EÉKÖKI=~=éêçÖê~ã=íç=éêçîáÇÉ=ÇÉãçåëíê~íáçå=ÄáâÉë=íç=áåÑäìÉåíá~ä=ÄäçÖÖÉêë íç=ÜÉäé=áåÅêÉ~ëÉ=íÜÉ=éÉêÅÉåí~ÖÉ=çÑ=ÄäçÖ éçëíë=íÜ~í=ãÉåíáçå=íÜÉ=Åçãé~åóÛë=éêçÇìÅíë=Åçãé~êÉÇ=íç=íÜÉ= ÅçãéÉíáíáçåF=Ü~ééÉåë=áå=ëíÉé=RKcáå~ääóI=áå=ëíÉé=SI=~=Åçåíáåì~ä=ãÉ~ëìêÉãÉåí=éêçÖê~ã=áë=Éëí~ÄäáëÜÉÇ=íç= ã~âÉ=ëìêÉ=íÜ~í=íÜÉ=éä~åë=~êÉ=ïçêâáåÖ=~åÇ=~äëç=íç=êÉéçêí=Ä~Åâ=íç=ã~å~ÖÉãÉåí=çå=éêçÖêÉëëK=qÜáë=Ñáå~ä= ëíÉé=áë=~äëç=áãéçêí~åí=íç=ëÜçï=Üçï=íÜÉ=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=ÇÉé~êíãÉåí=áë=ÉëëÉåíá~ä=áå= ëìééçêíáåÖ=ÄìëáåÉëë=Öç~äëX=áí=àìëíáÑáÉë=íÜÉ=ÇÉé~êíãÉåí=åçí=àìëí=~ë=~=Åçëí=ÅÉåíÉêI=Äìí=~ë=~=Öêçìé=íÜ~í= ÜÉäéë=ÇêáîÉ=ÄìëáåÉëë=Öç~äë=ëìÅÜ=~ë=êÉîÉåìÉK
  14. 14. ^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë NQ THE GAP ANALYSIS IN DETAIL jÉ~ëìêáåÖ=óçìê=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=éêçÖê~ãë=áë=~ÄëçäìíÉäó=ÉëëÉåíá~ä=Ñçê=óçì=íç=åçí=çåäó=ëÜçï= óçìê=ëìÅÅÉëë=íç=ã~å~ÖÉãÉåíI=Äìí=~äëç=íç=áåÅêÉ~ëÉ=óçìê=ëí~åÇáåÖ=ïáíÜáå=óçìê=Åçãé~åó=~åÇ=ÖÉí=óçìê= çïå=ëÉ~í=~í=íÜÉ=ã~å~ÖÉãÉåí=í~ÄäÉK=qÜÉ=Ö~é=~å~äóëáë=íÜ~í=ïÉ=íçìÅÜÉÇ=çå=áå=ëíÉé=Q=áë=çåÉ=çÑ=íÜÉ= ãçëí=ÉÑÑÉÅíáîÉ=ï~óë=íç=ëéÉ~â=íç=ã~å~ÖÉãÉåí=ïáíÜ=êÉ~ä=~åÇ=ÅçåÅêÉíÉ=Ç~í~=~Äçìí=óçìê=ÇÉé~êíãÉåí~ä= Öç~äëK=gìëí=äáâÉ=íÜÉ=ë~äÉë=ÇÉé~êíãÉåí=~åÇ=íÜÉáê=áåíêáÅ~íÉ=ëéêÉ~ÇëÜÉÉíëI=~=Ö~é=~å~äóëáë=ïáää=ëÜçï=óçìê= ã~å~ÖÉãÉåí=íÉ~ã=~åÇ=Äç~êÇ=íÜ~í=íÜÉ=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=ÇÉé~êíãÉåí=Ü~ë=íÜÉ=Ñáå~åÅá~ä=~åÇ= ~å~äóíáÅ~ä=êáÖçê=íÜ~í=íÜÉ=ÉñÉÅìíáîÉ=íÉ~ã=ÉñéÉÅíë=~åÇ=êÉëéÉÅíëK=qÜáë=âáåÇ=çÑ=~å~äóëáë=áë=ëíáää=ê~êÉ=áå= Åçãé~åáÉë=íçÇ~ó=ÄÉÅ~ìëÉ=ïÉ=Ü~îÉ=ÄÉÉå=ëç=ÑçÅìëÉÇ=çå=ÉñÉÅìíáåÖ=çå=çìê=í~ÅíáÅ~ä=àçÄë=çÑ=áëëìáåÖ=éêÉëë= êÉäÉ~ëÉë=~åÇ=ã~áåí~áåáåÖ=ãÉÇá~=êÉä~íáçåëK qÜÉ=Ö~é=~å~äóëáë=í~âÉë=É~ÅÜ=ÅçããìåáÅ~íáçåë=ëíê~íÉÖó=óçì=Ü~îÉ=ÇÉîÉäçéÉÇ=~åÇ=Åçãé~êÉë=íÜÉ=ÅìêêÉåí= ëí~íìë=ïáíÜ=íÜÉ=ÇÉëáêÉÇ=Öç~äK=qÜÉ=É~ëáÉëí=ï~ó=íç=Çç=íÜáë=Ö~é=~å~äóëáë=áë=íç=áÇÉåíáÑó=~=ï~ó=íç=ãÉ~ëìêÉ= É~ÅÜ=ëíê~íÉÖóX=~ëëáÖå=~=í~êÖÉí çÑ=ïÜ~í=óçì=ïçìäÇ=äáâÉ=íç=~ÅÜáÉîÉ=Ä~ëÉÇ=çå=~=çåÉJíçJíÉå=ëÅ~äÉK=qÜÉå= ìëÉ=ãÉÇá~=ãÉ~ëìêÉãÉåí=~åÇ=íÉñí=ãáåáåÖ íççäë=íç=Éëí~ÄäáëÜ=~=ÅìêêÉåí=ÄÉåÅÜã~êâ=Ñçê=É~ÅÜ=ëíê~íÉÖóI= ~äëç=çå=~=çåÉJíçJíÉå=ëÅ~äÉK=_ó=ëìÄíê~ÅíáåÖ=ïÜÉêÉ=óçì=~êÉ=íçÇ~ó=EíÜÉ=ÅìêêÉåí=ÄÉåÅÜã~êâF=Ñêçã=ïÜÉêÉ= óçì=ïçìäÇ=äáâÉ=íç=ÄÉ=EíÜÉ=í~êÖÉíF=óçì=ÖÉí=íÜÉ=Ö~é=Ñçê=É~ÅÜ=ëíê~íÉÖóK=vçì=Å~å=íÜÉå=~ééäó=íÜÉ=ë~ãÉ= çåÉJíçJíÉå=ëÅ~äÉ=íç=~ëëáÖå=~=äÉîÉä=çÑ=áãéçêí~åÅÉ=íç=É~ÅÜ=ëíê~íÉÖóK=_ó=ãìäíáéäóáåÖ=íÜÉ=Ö~é=Äó=íÜÉ= áãéçêí~åÅÉI=óçìÛää=ÉåÇ=ìé=ïáíÜ=~=éêáçêáíó=ëÅ~äÉ=çÑ=íÜÉ=ÅçããìåáÅ~íáçåë=éêçàÉÅíëÓóçìê=ÇÉé~êíãÉåí=Å~å= ìëÉ=íÜáë=íç=~ééäó=ÑìåÇë=~åÇ=ã~åéçïÉê=~åÇ=~äëç=íç=ÖÉí=ëáÖåJçÑÑ=Ñêçã=íÜÉ=ÉñÉÅìíáîÉ=íÉ~ãK=
  15. 15. ^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë NR `çêéçê~íÉ=`çããìåáÅ~íáçåë=d~é=^å~äóëáë=cçêãìä~G Gb~ÅÜ=ãÉ~ëìêÉãÉåí=áë=Å~äÅìä~íÉÇ=çå=~=N=íç=NM=ëÅ~äÉ=L=NM=áë=ÜáÖÜÉëí tÉ=Å~åÛí=ëíêÉëë=ÉåçìÖÜ=Üçï=íÜáë=âáåÇ=çÑ=êáÖçêçìë=Ö~é=~å~äóëáë=ÜÉäéë=íÜÉ Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=íÉ~ãë= ïÜç=ìëÉ=áí=íç=ïçêâ=ÉÑÑÉÅíáîÉäó=ïáíÜ=ã~å~ÖÉãÉåíK=qç=áääìëíê~íÉ=íÜÉ=Ö~é=~å~äóëáë=ÑìêíÜÉêI=äÉíÛë=äççâ=~í=íÜÉ=ÄáâÉ= Åçãé~åó=~Ö~áåK
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  18. 18. ^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë NU iÉíÛë=ë~ó=çìê=í~êÖÉí=áë=íç=ÖÉí=çìê=éêçÇìÅí=ãÉåíáçåÉÇ=çå=UMB=çÑ=íÜÉ=ÄáâÉ=ÄäçÖë íÜ~í=ÇáëÅìëë=éêçÇìÅíë= KKKíÜÉ=ÜÉ~Ç=çÑ=Åçêéçê~íÉ= EÅçãé~êÉÇ=íç=íÜÉ=ÅçãéÉíáíáçåFK=tÉ=~ëëáÖå=íÜÉ=ÜáÖÜÉëí=ãÉ~ëìêÉãÉåí çÑ=NM=íç=íÜáë=í~êÖÉíK=fÑ=çìê= ÅçããìåáÅ~íáçåë= ãÉÇá~=ãÉ~ëìêÉãÉåí=íççä=áåÇáÅ~íÉë=íÜ~í=çìê=ÄáâÉë=~êÉ=çåäó=ãÉåíáçåÉÇ=çå=OMB=çÑ=íÜÉ=ÄáâÉ=ÄäçÖë Åçãã~åÇë=íêÉãÉåÇçìë= Åçãé~êÉÇ=íç=çìê=ÅçãéÉíáíáçåI=íÜÉå=ïÉÛêÉ=ÅìêêÉåíäó=~í=~=OKR=çå=íÜÉ=íÉåJéçáåí=ëÅ~äÉ=~åÇ=çìê=Ö~é=áë= êÉëéÉÅí=ÄÉÅ~ìëÉ=ÜÉ=Ü~ë= TKRKtÉ=Çç=íÜÉ=ë~ãÉ=ãÉ~ëìêÉãÉåí=Ñçê=É~ÅÜ=çÑ=çìê=ëíê~íÉÖáÉë=íç=ÇÉíÉêãáåÉ=íÜÉ=Ö~éëK=tÉ=íÜÉå=~ëëáÖå= ~ééäáÉÇ=êáÖçêçìë= ~=äÉîÉä=çÑ=áãéçêí~åÅÉ=íç=É~ÅÜI=~äëç=çå=~=íÉåJéçáåí=ëÅ~äÉK=få=íÜáë=Éñ~ãéäÉI=íÜÉ=ÄáâÉ=Åçãé~åó= ãÉ~ëìêÉãÉåí=~å~äóëáë=íç= Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=íÉ~ã=ãáÖÜí=ë~ó=íÜ~í=ÖÉííáåÖ=éçëáíáîÉ=éêçÇìÅí=êÉîáÉïë=áå=ÄáâÉ=ã~Ö~òáåÉë= Üáë=àçÄK áë=íÜÉ=ÜáÖÜÉëí=éêáçêáíó=E~=NMFIïáíÜ=ëíçêáÉë=çå=ÄäçÖë ~åÇ=áå=äáÑÉëíóäÉ=ã~Ö~òáåÉë=É~ÅÜ=~T=çå=íÜÉ=íÉåJ éçáåí=ëÅ~äÉK=_ó=ãìäíáéäóáåÖ=íÜÉ=Ö~éë=Äó=íÜÉ=áãéçêí~åÅÉI=ïÉ=ÉåÇ=ìé=ïáíÜ=íÜÉ=éêáçêáíó=ê~åâáåÖ=Ñçê=É~ÅÜ= ëíê~íÉÖó=çå=~=NMMJéçáåí=ëÅ~äÉK= fã~ÖáåÉ=íÜÉ=ÜÉ~Ç=çÑ=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=Ñçê=íÜÉ=ÄáâÉ=Åçãé~åó=ëÜçïáåÖ=íÜáë=~å~äóëáë=íç=íÜÉ= ã~å~ÖÉãÉåí=íÉ~ã=~åÇ=Äç~êÇ=çÑ=ÇáêÉÅíçêëK=táíÜçìí=ÉîÉå=ÉñÉÅìíáåÖ=çå=íÜÉ=éä~å=óÉíI=íÜÉ=ÜÉ~Ç=çÑ= Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=Åçãã~åÇë=íêÉãÉåÇçìë=êÉëéÉÅí=ÄÉÅ~ìëÉ=ÜÉ=Ü~ë=~ééäáÉÇ=êáÖçêçìë= ãÉ~ëìêÉãÉåí=~å~äóëáë=íç=Üáë=àçÄK
  19. 19. ^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë NV TACTICS TO SUPPORT THE GOAL, AND MEASURING PROGRESS ^Ö~áåI=íÜáåâ=~Äçìí=íÜÉ=~ééêç~ÅÜ=çìíäáåÉÇ=áå=íÜÉëÉ=é~ÖÉë=Åçãé~êÉÇ íç=ïÜ~í=óçìÛêÉ=ÇçáåÖ=íçÇ~óK= táíÜçìí=íÜÉ=êáÖçêçìë=ãÉ~ëìêÉãÉåí=~åÇ=éä~åë=íç=~äáÖå=óçìê=ÉÑÑçêíë íç=íÜ~í=çÑ=íÜÉ=ÄìëáåÉëëI=óçìÛêÉ= ìåäáâÉäó=íç=Åçãã~åÇ=íÜÉ=êÉëéÉÅí=óçì=ÇÉëÉêîÉK=qÜÉ=~äíÉêå~íáîÉ=íÜ~í=ïÉ=éêçéçëÉ=áë=íÜ~í=ïáíÜ=íÜÉ=êáÖçê= çÑ=íÜÉ=ëáñJëíÉé=éêçÅÉëë=íçÖÉíÜÉê=ïáíÜ=ÉÑÑÉÅíáîÉ=ãÉ~ëìêÉãÉåíI=óçìÛêÉ=åçï=éçáëÉÇ=íç=ÉñÉÅìíÉ=çå=íÜÉ= éä~åK= få=ëíÉé=R=ïÉ=ÄÉÖáå=íç=ïçêâ=íÜÉ=í~ÅíáÅëK=få=íÜÉ=ÄáâÉ=Åçãé~åó=Éñ~ãéäÉI=ïÉÛêÉ=åçï=éêçîáÇáåÖ=ÇÉãç= ÄáâÉë=íç=ÄäçÖÖÉêëI=ëéçåëçêáåÖ=~=ÄáâÉ=ê~ÅáåÖ=íÉ~ã=íç=ÜÉäé=áåÑäìÉåÅÉ=éçëáíáîÉ=éêçÇìÅí=êÉîáÉïë=áå=íÜÉ= ÄáâÉ=ã~Ö~òáåÉëI=ÇçáåÖ=íÜçìÖÜíJäÉ~ÇÉêëÜáé=~ÅíáîáíáÉë=~êçìåÇ=íÜÉ=ÜÉ~äíÜ=ÄÉåÉÑáíë=çÑ=ÅóÅäáåÖ=~åÇ= ÅêÉ~íáåÖ=~=éêÉëë=êÉäÉ~ëÉ=ëíê~íÉÖó=~åÇ=ïçêâáåÖ=íÜÉ=ãÉÇá~=êÉä~íáçåë=~åÖäÉ=ïáíÜ=åÉïëé~éÉêëK= lå=~=êÉÖìä~ê=Ä~ëáë=ïÉ=ãÉ~ëìêÉ=çìê=éêçÖêÉëëI=~åÇ=~í=íÜÉ=ÉåÇ=çÑ=íÜÉ=óÉ~ê=ïÉ=êÉéçêí=Ä~Åâ=íç=íÜÉ= ã~å~ÖÉãÉåí=íÉ~ã=çå=Üçï=ïÉ=ÜÉäéÉÇ=íç=~ÅÜáÉîÉ=íÜÉáê=Öç~äëK=iÉíÛë=í~âÉ=~åçíÜÉê=äççâ=~í=íÜÉ=ÄáâÉ= ã~åìÑ~ÅíìêÉê=íç=áääìëíê~íÉ=Üçï=íÜáë=ëíÉé=S=éêçÅÉëë=çÑ=ãÉ~ëìêÉãÉåí=E~åÇ=êÉéçêíáåÖ=íç=ã~å~ÖÉãÉåíF= ïçìäÇ=ïçêâK=lå=~=êÉÖìä~ê=Ä~ëáë=~ë=ïÉ=ÉñÉÅìíÉ=çå=çìê=í~ÅíáÅëI=ïÉ=ïçìäÇ=ìëÉ=íÜÉ=ãÉÇá~=ãÉ~ëìêÉãÉåí= ~åÇ=íÉñí=ãáåáåÖ=íççäë=íç=~å~äóòÉ=çìê=éçëáíáçå=áå=É~ÅÜ=çÑ=çìê=ëíê~íÉÖáÉë=~åÇ=Åçãé~êÉ=íÜçëÉ=éçëáíáçåë= íç=çìê=Öç~äëK
  20. 20. ^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë OM `çêéçê~íÉ=`çããìåáÅ~íáçåë=oÉëìäíë=jÉ~ëìêÉãÉåí=L=bñ~ãéäÉW=_áÅóÅäÉ=j~åìÑ~ÅíìêÉê b~ÅÜ=ãÉ~ëìêÉãÉåí=áë=Å~äÅìä~íÉÇ=çå=~=N=íç=NM=ëÅ~äÉ=L=NM=áë=ÜáÖÜÉëí
  21. 21. ^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë ON cçê=Éñ~ãéäÉI=áÑ=ïÉ=ã~å~ÖÉÇ=íç=ÖÉí=SMB=çÑ=íÜÉ=ÄáâÉ=ÄäçÖÖÉêë íç=ãÉåíáçå=çìê=éêçÇìÅí=áå=íÜÉáê=éçëíë= ~ë=~=êÉëìäí=çÑ=çÑÑÉêáåÖ=íÜÉã=ÇÉãçåëíê~íáçå=ÄáâÉë=íç=ìëÉ=ïÉ=ïçìäÇ ÄÉ=ëäáÖÜíäó=ëÜçêí=çÑ=çìê=í~êÖÉí=çÑ= UMBKoÉãÉãÄÉê=íÜ~í=ïÉ=Ü~Ç=~ëëáÖåÉÇ=íÜÉ=áåáíá~ä=í~êÖÉí=~ë=NM=çå=íÜÉ=ëÅ~äÉI=ëç=~ÅÜáÉîáåÖ=SMB=çÑ= ÄäçÖÖÉêë ãÉ~åë=íÜ~í=ïÉ=ëÅçêÉÇ=~=TKR=çå=íÜÉ=íÉåJéçáåí=ëÅ~äÉK=aáîáÇáåÖ=çìê=êÉëìäíë=Äó=íÜÉ=í~êÖÉí=ëÜçïë= íÜ~í=ïÉ=~ÅÜáÉîÉÇ=TRB=ëìÅÅÉëë=çå=íÜáë=ëíê~íÉÖóK=kçíÉ=íÜ~í=ïÜÉå=óçì=ãÉ~ëìêÉ=êÉëìäíëI=áí=áë=éçëëáÄäÉ=íç= çîÉê~ÅÜáÉîÉ=çå=óçìê=í~êÖÉíI=ëç=ïÉ=ã~ó=Ü~îÉ=~=êÉëìäí=íÜ~í=áë=ÜáÖÜÉê=íÜ~å=íÉå=çå=íÜÉ=ëÅ~äÉK=fÑ=ïÉ= ã~å~ÖÉÇ=íç=ëÅçêÉ=íÉå=åÉïëé~éÉê=éáÅâìéë=éÉê=ãçåíÜI=íÜ~í=ïçìäÇ=ÄÉ=OM=çå=íÜÉ=ëÅ~äÉ=EÄÉÅ~ìëÉ=íÜÉ= í~êÖÉí=ï~ë=ÑáîÉ=~=ãçåíÜF=ëç=ïÉ=~ÅÜáÉîÉÇ=OMMB=çå=íÜ~í=ëíê~íÉÖóK jÉÇá~=fåíÉääáÖÉåÅÉ=íÉÅÜåçäçÖáÉë=Éå~ÄäÉ=ÅçããìåáÅ~íáçåë=éêçÑÉëëáçå~äë=íç=îáëì~äáòÉ=~åÇ=áåëí~åíäó= ÄêáåÖ=ÅçåíÉñí=íç=ãáääáçåë=çÑ=ëíçêáÉë=~åÇ=~êíáÅäÉë=éêçÇìÅÉÇ=Äó=íÜçìë~åÇë=çÑ=ãÉÇá~=çìíäÉíëK=^í=íÜÉ=ë~ãÉ= íáãÉI=ïáíÜ=îáëáÄáäáíó=áå=íç=Üçï=íÜÉ=ãÉÇá~=ÅçåíêáÄìíÉë=íç=óçìê=çêÖ~åáò~íáçåÛë=ÅçããìåáÅ~íáçåë=ëíê~íÉÖó= ~åÇ=íÜÉ=~Äáäáíó=íç=Åçãé~êÉ=ÅçîÉê~ÖÉ=~Åêçëë=íáãÉ=~åÇ=ÖÉçÖê~éÜóI=óçì=ïáää=ÄÉ=~ÄäÉ=íç=ÄÉåÅÜã~êâ= ~Ö~áåëí=ÅçãéÉíáíçêë=~åÇ=éÉÉêëK
  22. 22. ^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë OO MEASUREMENT IS THE NAME OF THE qÜÉ=ÅÜ~ääÉåÖÉ=áë=íç= ãÉ~ëìêÉ=óçìê=ëìÅÅÉëë=áå= GAME ~=ãÉ~åáåÖÑìä=ï~óI=åçí= àìëí=íÜêçìÖÜ=Åäáé=Äççâë jÉÇá~=fåíÉääáÖÉåÅÉ=çÑÑÉêáåÖëI=ëìÅÜ=~ë=c~Åíáî~=fåëáÖÜíI=íê~åëÑçêã ÅçîÉê~ÖÉ=Ñêçã=îçäìãÉë=çÑ=êÉäÉî~åí= íÉñí=íç=îáëáÄäÉ=ãÉíêáÅë=Ä~ëÉÇ=çå=ÉñéÉêí=êÉëÉ~êÅÜ=~å~äóëÉëK=jÉÇá~ fåíÉääáÖÉåÅÉ=éêçÇìÅíë=~êÉ=éçïÉêÑìä= ÅìëíçãJÅçåÑáÖìêÉÇ=êÉëÉ~êÅÜ=~å~äóëáë=ëÉêîáÅÉë=íÜ~í=éêçîáÇÉ=îáëì~äáò~íáçå íççäë=Ñçê=Åçêéçê~íÉ= ÅçããìåáÅ~íáçåë=éêçÑÉëëáçå~äë=íç=É~ëáäó=ãçåáíçê=ÖäçÄ~ä=ãÉÇá~K `çããìåáÅ~íáçåë=éêçÑÉëëáçå~äë=èìáÅâäó=ëÉÉ=êÉëìäíë=~åÇ=åç=äçåÖÉê=ï~ëíÉ=íáãÉ=ïáíÜ=éêÉëë=ÅäáééáåÖ= ÄççâëK=sáëì~äáò~íáçå=íççäë=~ääçï=óçì=íç=ãçåáíçê=ÅçîÉê~ÖÉ=çÑ=ÅçãéÉíáíçêë=~åÇ=éÉÉêë=~åÇ=íç=Åçãé~êÉ= óçìê=êÉëìäíë=~Åêçëë=íáãÉI=ÖÉçÖê~éÜóI=~åÇ=çíÜÉê=î~êá~ÄäÉëK=bÑÑÉÅíáîÉ=ãÉ~ëìêÉãÉåí=áë=ÉëëÉåíá~ä=Ñçê= Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=éêçÑÉëëáçå~äë=íç=ìåÇÉêëí~åÇ=~åÇ=Ñçêãìä~íÉ=ÉÑÑÉÅíáîÉ=ëíê~íÉÖáÉëX=äáåâë=íç= Åçãé~åó=êÉëìäíë=~êÉ=é~êí=çÑ=~å=ÉÑÑÉÅíáîÉ=jÉÇá~=fåíÉääáÖÉåÅÉ=ëíê~íÉÖó=ìëáåÖ=íÜÉëÉ=íççäëK=_ó=ÉÑÑáÅáÉåíäó= ãçåáíçêáåÖ=ÅçããìåáÅ~íáçåë=éêçÖê~ãë=~åÇ=äáåâáåÖ=íÜÉ=êÉëìäíë=íç=éêçÖê~ã=~åÇ=Åçãé~åó=çÄàÉÅíáîÉëI= Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=éêçÑÉëëáçå~äë=ÉåÖ~ÖÉ=íÜÉ=ãÉÇá~=ãçêÉ=ÉÑÑÉÅíáîÉäó=~åÇ=ÄÉÅçãÉ=ãçêÉ= î~äì~ÄäÉ=íç=íÜÉáê=çêÖ~åáò~íáçåK
  23. 23. ^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë OP jÉÇá~=fåíÉääáÖÉåÅÉ=íÉÅÜåçäçÖáÉë=Éå~ÄäÉ=ÅçããìåáÅ~íáçåë=éêçÑÉëëáçå~äë=íç=îáëì~äáòÉ=~åÇ=áåëí~åíäó= ÄêáåÖ=ÅçåíÉñí=íç=ãáääáçåë=çÑ=ëíçêáÉë=~åÇ=~êíáÅäÉë=éêçÇìÅÉÇ=Äó=íÜçìë~åÇë=çÑ=ãÉÇá~=çìíäÉíëK=^í=íÜÉ=ë~ãÉ= íáãÉI=ïáíÜ=îáëáÄáäáíó=áå=íç=Üçï=íÜÉ=ãÉÇá~=ÅçåíêáÄìíÉë=íç=óçìê=çêÖ~åáò~íáçåÛë=ÅçããìåáÅ~íáçåë=ëíê~íÉÖó= ~åÇ=íÜÉ=~Äáäáíó=íç=Åçãé~êÉ=ÅçîÉê~ÖÉ=~Åêçëë=íáãÉ=~åÇ=ÖÉçÖê~éÜóI=óçì=ïáää=ÄÉ=~ÄäÉ=íç=ÄÉåÅÜã~êâ= ~Ö~áåëí=ÅçãéÉíáíçêë=~åÇ=éÉÉêëK BEGIN WORKING WITH THE SIX-STEP PROCESS TODAY qÜÉêÉÛë=åç=ÄÉííÉê=íáãÉ=íç=ÄÉÖáå=~ééäóáåÖ=ëçãÉ=êáÖçê=íç=óçìê=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=íÜ~å=íçÇ~óK= qÜÉ=Ñáêëí=ëíÉé=áë=íç=ìåÇÉêëí~åÇ=óçìê=Åçãé~åó=Öç~äëI=~åÇ=íÜÉå=óçì åÉÉÇ=íç=ÇÉîÉäçé=~=éä~å=íç=ìëÉ= Åçêéçê~íÉ=ÅçããìåáÅ~íáçåë=íç=ÜÉäé=~ÅÜáÉîÉ=íÜçëÉ=Öç~äëK=vçì=åÉÉÇ=íç=ãÉ~ëìêÉ=óçìê=êÉëìäíë=ïáíÜ= jÉÇá~=fåíÉääáÖÉåÅÉ=ãçåáíçêáåÖ=íççäë=~åÇ=Éëí~ÄäáëÜ=~=ÄÉåÅÜã~êâ=íÜêçìÖÜ=Ö~é=~å~äóëáëK=^åÇ=~ÑíÉê= óçìÛîÉ=ÉñÉÅìíÉÇ=çå=íÜÉ=í~ÅíáÅë=óçì=åÉÉÇ=íç=Åçåëí~åíäó=ãÉ~ëìêÉ=~åÇ=áãéêçîÉK=tÉ=ÜçéÉ=íÜÉ=êÉëìäí=Ñçê= óçì=áë=íÜ~í=óçìÛää=ÉåÇ=ìé=ïáíÜ=~=ïÉääJÇÉëÉêîÉÇ=ëÉ~í=~í=óçìê=Åçãé~åóÛë=ã~å~ÖÉãÉåí=í~ÄäÉK
  24. 24. ^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë OQ ABOUT THE AUTHOR a^sfa=jbboj^k=p`lqq áë=~å=çåäáåÉ=íÜçìÖÜí=äÉ~ÇÉêëÜáé=ëíê~íÉÖáëíK=qÜÉ=éêçÖê~ãë=ÜÉ=Ü~ë ÇÉîÉäçéÉÇ= Ü~îÉ=ïçå=åìãÉêçìë=~ï~êÇë=~åÇ=~êÉ=êÉëéçåëáÄäÉ=Ñçê=ëÉääáåÖ=çîÉê=çåÉ=Äáääáçå=Ççää~êë=áå=éêçÇìÅíë=~åÇ= ëÉêîáÅÉë=ïçêäÇïáÇÉK=eáë=åÉï=Äççâ=qÜÉ=kÉï=oìäÉë=çÑ=j~êâÉíáåÖ=~åÇ=moW=eçï=íç=ìëÉ=åÉïë=êÉäÉ~ëÉëI= ÄäçÖëI=îáê~ä=ã~êâÉíáåÖ=~åÇ=çåäáåÉ=ãÉÇá~=íç=êÉ~ÅÜ=ÄìóÉêë=ÇáêÉÅíäó=ï~ë=éìÄäáëÜÉÇ=Äó=táäÉó=áå=gìåÉ= OMMTKeÉ=Ü~ë=äáîÉÇ=~åÇ=ïçêâÉÇ=áå=kÉï=vçêâI=qçâóçI=_çëíçåI=~åÇ=eçåÖ=hçåÖ=~åÇ=Ü~ë=éêÉëÉåíÉÇ=~í= áåÇìëíêó=ÅçåÑÉêÉåÅÉë=~åÇ=ÉîÉåíë=áå=çîÉê=íïÉåíó=ÅçìåíêáÉë=çå=Ñçìê ÅçåíáåÉåíëK=`ÜÉÅâ=çìí=Üáë=ÄäçÖ ~í= ïïïKtÉÄfåâkçïKÅçã
  25. 25. ^äáÖå=`çêéçê~íÉ=`çããìåáÅ~íáçåë=íç=^ÅÜáÉîÉ=_ìëáåÉëë=dç~äë OR ABOUT FACTIVA INSIGHT c^`qfs^=fkpfdeq çÑÑÉêë=ÜáÖÜJèì~äáíó=ãÉÇá~=~å~äóëáë=ÇêáîÉå=Äó=c~Åíáî~Ûë=åÉ~êäó=SIMMM=ÖäçÄ~ä=~åÇ=äçÅ~ä=ëçìêÅÉë= ~ë=ïÉää=~ë=ãáääáçåë=çÑ=ÄäçÖ éçëíë=~åÇ=ÅçåíÉåí=Ñêçã=áåÑäìÉåíá~ä=tÉÄ=ëáíÉëK= ^ÅÅìê~íÉäó=ãÉ~ëìêáåÖ=~åÇ=~ëëÉëëáåÖ=ÖäçÄ~ä=ÉñéçëìêÉ=áë=áåÅêÉ~ëáåÖäó=ÇáÑÑáÅìäí=ÄÉÅ~ìëÉ=çÑ=íÜÉ=ã~åó=ÇêáîÉêë=çÑ= ëìÅÅÉëëÑìä=Åçêéçê~íÉ=ÅçããìåáÅ~íáçåëK=^ë=íÜÉ=ãÉÇá~=ÄÉÅçãÉë=Ñê~ÖãÉåíÉÇI=ãçåáíçêáåÖ=çåäáåÉ=åÉïë=ëáíÉë=~åÇ= ÅçåëìãÉêJÖÉåÉê~íÉÇ=ãÉÇá~=áåÅäìÇáåÖ=ÄäçÖë áë=ÅêáíáÅ~ä=íç=~å=ÉÑÑÉÅíáîÉ=ãÉÇá~=éêçÖê~ãK= qÜÉ=îáëì~äáò~íáçå=íççäë=áå=c~Åíáî~=fåëáÖÜí=Éå~ÄäÉ=óçì=íç=áåëí~åíäó=ÄêáåÖ=ÅçåíÉñí=íç=ãáääáçåë=çÑ=~êíáÅäÉë=éêçÇìÅÉÇ= Äó=íÜçìë~åÇë=çÑ=ãÉÇá~=çìíäÉíë=c~Åíáî~=fåëáÖÜí=áë=íÜÉ=É~ëáÉëí=ï~ó íç=ìåÇÉêëí~åÇ=ãÉÇá~=ÉñéçëìêÉ=ÄÉÅ~ìëÉ= c~Åíáî~=Çáëíáääë=îáí~ä=åÉïë=Ñêçã=áíë=ÅçãéêÉÜÉåëáîÉ=ÅçåíÉåí=ëÉí=~åÇ=íê~åëÑçêãë=íÜÉ=îçäìãÉë=çÑ=íÉñí=áåíç=êáÅÜ= Öê~éÜáÅëK=táíÜ=íÜÉëÉ=ãÉ~ëìêÉãÉåíëI=óçì=ëéÉåÇ=äÉëë=íáãÉ=çå=Ç~óJíçJÇ~ó=í~ÅíáÅë=~åÇ=ãçêÉ=íáãÉ=çå=ëíê~íÉÖáÅ= éä~ååáåÖK=qÜÉ=îáëì~äáò~íáçåë=äÉí=óçì=áåëí~åíäó=êÉÅçÖåáòÉ=Üçí=ëéçíë=áå=íÜÉ=ãÉÇá~=~ë=ïÉää=~ë=ã~âÉ=ÅçååÉÅíáçåë= ÄÉíïÉÉå=íÜÉ=èì~åíáíó=~åÇ=ÑêÉèìÉåÅó=çÑ=ÅçîÉê~ÖÉ=çÑ=Åçãé~åáÉëI=ëìÄàÉÅíë=~åÇ=áåÇìëíêáÉëK=táíÜ=c~Åíáî~I=óçì=Å~å= íê~Åâ=ïÜÉêÉ=~åÇ=Üçï=ÑêÉèìÉåíäó=~=íçéáÅ=áë=ÄÉáåÖ=ÅçîÉêÉÇ=~åÇ=ïÜ~í áë=ÄÉáåÖ=ë~áÇK CONTACT ïïïKÑ~Åíáî~KÅçãL~ÅÜáÉîÉÄìëáåÉëëÖç~äë

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