Essentials for Developing and Building Sustainable Successful Organizations Business Rudiments for Sustaining Business Excellence New Metrics for a New Reality: Rethinking the Source of Resiliency, Innovation, and Growth The way business is done has undergone a dramatic change. As global markets become increasingly more competitive and financial turmoil worldwide continues to put pressure on nearly every type of businesses. Organizations worldwide are trying to find ways to be more competitive and successful in today's economy forcing them to rethink their business models. Quality and Excellence have become bywords for survival. Never before people were compelled to do things more efficiently with greater sense of focus, purpose and accountability Rudiments for Sustaining Business Excellence strongly advocates that the core elements of the business should run incredibly well so that customers absolutely love doing business and are eager to tell their friends, family and colleagues about the offerings. Organizations that can find grow and keep top talent and then engage that talent to go out and take fantastic care of their customers will be the winners in the future.

1. Essentials for Developing and Building Sustainable Successful
Organizations
Business Rudiments for Sustaining Business Excellence
New Metrics for a New Reality:
Rethinking the Source of Resiliency, Innovation, and Growth
The way business is done has undergone a dramatic change. As global markets
become increasingly more competitive and financial turmoil worldwide
continues to put pressure on nearly every type of businesses.
Organizations worldwide are trying to find ways to be more competitive and
successful in today's economy forcing them to rethink their business models.
Quality and Excellence have become bywords for survival. Never before people
were compelled to do things more efficiently with greater sense of focus,
purpose and accountability
Rudiments for Sustaining Business Excellence strongly advocates that the core
elements of the business should run incredibly well so that customers
absolutely love doing business and are eager to tell their friends, family and
colleagues about the offerings.
Organizations that can find grow and keep top talent and then engage that
talent to go out and take fantastic care of their customers will be the winners
in the future.
Investing in organization culture is a conscious, deliberate, long-term strategy
that can be the key to sustainable differentiation and success for companies in
the 21st century. Companies that forge ahead on a genuine journey of
governance, culture, and leadership will be the ones who will be around for
sure.
Organization should build the foundation for sustainable success on a system
of governance, culture, and leadership based on fundamental values, which
nurtures trust both inside and outside the organization.

2. The Pillars for Building Sustainable Successful Business
1. Talent
2. Organization Culture
3. Customers
4. Key Deliverables - Moments of truth
5. Word of Mouth
TALENT
Organizations are entering an era where there is very little opportunity to
create sustainable competitive advantage. Competitor can copy products, they
can spend heavily on marketing, they can even drop their price, and they can
as matters of fact do lot many different things to try to win in the marketplace.
Superior talented workforce i.e. people in your team can figure out how to win
against the competition. So the two of the only sustainable competitive
advantages left to most businesses are:
1. The Quality of the people (TALENT) that you can Get, Grow and Keep in
your Team
2. The Relationshipsyour people (TALENT) create withyour customers
Businesses need the brightest, most talented, values-based peoplein their
teams. “Success of any business organization directly depends on quality of
people they GET, GROW and KEEP.
Talent thus becomes a major strategic imperative for any sustainable
successful business, as future of the company depends on the ability to
1. GET the Talent (Talent Acquisition)
2. GROWthe Talent (Talent Development) and
3. KEEP the Talent (Talent Retention)
Organizations should build the deep EDGE for people they have in their team.
Organizations have to turn their Businesses into talent Magnets and must
develop capabilities to attract talented people across the industries. To attract
the best of the talent organizations must learn to take good care of people.
Organizations must ensure that enough opportunities exist for the people to
learn, explore and grow allowing them to do meaningful things that matters to
them and to the organization – SHARED GOALS

3. Research conducted for more than 10,000 high potential employees working
for top organization across the world revealed to find answer to the question
“Why do you work, where you work?” and the high potential employees’
preference were as follows:
1. Senses of Accomplishment – Employees find work which they were
doing challenging and meaningful.
2. Sense of Belongingness – Employees like their team mates and felt
honoured to be the part of A+ team.
3. Sense of Personal & Professional growth – Employees felt that they
were given enough opportunity for personal and professional growth by
way of training, coaching and mentoring - Winning Culture.
4. Leadership – Employees loved to work for the leaders they admire and
respect the most. Employees reported 110% commitment and
engagement when they respect and trust their BOSS; they go out of their
way to assist their superiors they admire.
88% employees DO NOT quit their JOBS; rather they quit their IDIOT
BOSS (Leader, Manager etc.). Employees felt that they are being cheated
and manipulated.
"It's all about people, people, people. It's always about the quality of people in
the team." Once the business accomplishes the minimum standard of
producing a product or service that is competitive and of a high quality that
pleases the customers then the single most important factor that decides the
future success of any business is primarily governed by the quality of
employees.
Always remember - Mediocre people equally mediocre and failing business…
Great people lead to the opportunity to build a truly great and highly
successful business.
ORGANIZATION CULTURE
If the success of any business is truly tied to the quality of the talent that it can
attract... then culture becomes the key because highly talented people want to
work with other great people, doing cool and meaningful work at a company
that treats them with respect. One cannot have a winning company without a
winning culture.
High potential Employees – Top Talent can only be attracted by having bias for
WINNING ORGANIZATION CULTURE.

4. The number one factor in increasing the level of highly satisfied and engaged
CUSTOMERS in a business is… directly proportional to the level of highly
satisfied and engaged EMPLOYEES in the business.
Engaged and Satisfied Employees:
1. They give more discretionary effort. – VOLUNTEER
People enjoy the work they do and the people they work with.
2. They consistently exceed expectations. – RESULT ORIENTED
People take pride in the work they do and the company they work for.
3. They take more responsibility and initiative. – ACCOUNTABLE
There is high accountability and a strong focus on delivering the desired
results.
4. They receive better customer service ratings. - EMPATHETIC
5. They offer more ideas for improvement. - INNOVATIVE
6. They promote and model teamwork. – COLLABORATIVE
There is a culture of fairness, respect, trust, inclusiveness and teamwork
7. They volunteer more for extra assignments. – WILLINGNESS
There is a bias for action, employees have an ownership mentality and
always strive to give their personal best.
8. They anticipate and adapt better to change. - FLEXIBLE
9. They persist at difficult work over time. – CHALLENGING
10.They speak well for the organization – EMPLOYEE ADVOCACY
Factors that helps in increasing Employee Engagement both at Job and
Organizational levels can be listed as:
1. Caring, competent, and engaging leaders.
2. Effective communications that keep employees informed, aligned and
engaged.
3. Effective teamwork at ALL levels.
4. Job enrichment and professional growth.
5. Valuing employee contributions.
6. Concern for employee well being.
7. Display towering competence.
8. Follow through on all commitments.
9. Deliver required results superbly.
10.Ensures actions are consistent with their words.

5. 11.Passionate about their work and those they serve.
12.Communicates and keeps everyone informed.
13.Voluntarily help others.
14.Shares ideas, information and credits
15.Holds themselves and others 100% accountable.
Winning Culture is all about catching people doing things right" and find a way
to praise and celebrate their accomplishments very often.
Winning culture of highly engaged, satisfied and loyal employees are fanatical
about delivering only the highest quality products and services and having only
superior customer relationships and will tolerate nothing less.
Organization should have the culture of fairness, respect, trust, inclusiveness
and teamwork with ample recognition and rewards for their efforts.

6. Organizations should focus in developing engaging smiling culture that
promotes open and free dialogue.
Remember:
The number one factor in increasing the level of highly satisfied and engaged
CUSTOMERS in a business is… directly proportional to the level of highly
satisfied and engaged EMPLOYEES in the business.
Is it CUSTOMER first or EMPLOYEE first?
EMPLOYEE 1st
(First)
Make it a focus to build Great Culture. Ask your employees, take their
suggestions, and involve them.
Build the Great Organization Culture, Shape the Culture, Support the Culture
and Evolve & Nurture the Culture. Take all possible steps to ensure that your
team has the right kind of people who are HAPPY, fully ENGAGED and
COMMITTED to their job.

7. CUSTOMERS
The most important set of Customers is your EMPLOYEES (Internal
Customers). If we fail to listen and deeply understand them there very little
chance that we could possibly develop right kind of GREAT ORGANIZATION
CULTURE – Winning Culture. Organizations must encourage culture of listening
to their employees, thereby understanding their concerns and accordingly
addressing the same.
The second most important is you’re Customers.
Products can be copied, Prices can be lowered, Technology can reverse
engineered as a matter of fact everything can be copied but who all you have
in your team and how they serve the customers can not be copied. Therefore,
building a culture of extreme customer focus, where organization "owns the
voice of the customer,” is one of the surest ways to control the marketplace. .
Organizations must learn to utilize every possible avenue in finding ways to
talk to, listen and connect with their customers in order to position themselves
as a trusted advisor and friend who is deeply focused on delivering great
products and services and building the strongest possible relationships.
Developing deep understanding about customers helps in building strong
relationship with them.
As mentioned earlier the 2 sustainable competitive advantages left to most
businesses:
1. The Quality of the people (TALENT) that organizations have.
2. The Relationshipspeople (TALENT) buildwith their customers.
As the products can reverse engineered or copied, someone can beat you on
prices or can spend more money on promotion. So the only differentiating
factor that can give businesses a sustainable competitive advantage could
possibly be the relationship that organizations build with their customers by
listening to them and carefully understanding them.

8. Happy Employees = Happy Customer Interactions
Loyal Employees = Loyal Customers
Engaged Employees = Engaged Customers
KEY DELIVERABLES
Key Deliverables also sometimes referred to as Moments of truth is usually
defined as an instance wherein the customer and the organization come into
contact with one another in a manner that gives the customer an opportunity
to either form or change an impression about the firm.
Such an interaction could occur through the product of the firm, its service
offering or both. Various instances could constitute a moment of truth - such
as greeting the customer, handling customer queries or complaints, promoting
special offers or giving discounts and the closing of the interaction, which
means every business in accordance with the nature of their business MUST
identify these key deliverables and COMPULSORILY deliver to customers
FLAWLESSLY every time.
In today’s increasingly hyper competitive markets and with the proliferation of
multiple providers for every type of product or service, moments of truth have
become an important fact of customer interaction that marketers need to take
great care off. They are critical as they determine a customer’s perception of a
brand. Moments of truth can make or break an organization’s relationship with
its customers.

9. Every Business has maximum 4-5 key deliverables that needs to be delivered
each time FLAWLESSLY. Businesses must find out those expected key
deliverables and should NAIL them.
Businesses MUSTownthe Voice of their Customers, whichmeans they should
listen to their customers carefully and seriously as it helps in understanding
your Moments of Truth - Key Deliverables.
Moments of Truth – Key Deliverables can be
1. Internal Moments of Truth - Employees
2. External Moments of Truth - Customers
Internal Moments of Truth i.e. the employees (Internal Customers) that are
delivering the key deliverables to each other MUST/SHOULD very precisely and
clearly understand External Moments of Truth that they have to deliver to
(External Customers) FLAWLESSLY every time.
It makes no good whatsoever to hire great people, create an amazing culture,
and do a superior job of listening to your customers – if you cannot instil a high
level of disciplined execution therefore it is critical to create the systems and
processes necessary to ensure that people clearly understand what their roles
and responsibilities are, and specifically what they will be held accountable for.
Repeatable Success can only be achieved by having well defined and
coordinated PROCESSES. Businesses to ensure repeatable success MUST
heavily invest their time and energy in building – PROCESSES / SYSTEMS /
PROTOCOLS / RULES / CHECKLISTS etc around their INTERNAL and EXTERNAL
Moments of Truth, so that people responsible for delivering those Moments of
Truth exactly know how to deliver them FLAWLESSLY every time.
So Organizations can choose to have either Moment of Misery OR Moments
Glory

10. WORD OF MOUTH – GOING VIRAL
48-74% of all purchansing decisions of people are made by Word of Mouth or
by Word of thumb. To drive the Word of Mouth about your business you need
to participate and have a huge network. Businesses MUST invest heavily in
buolding up that huge network comprising of people those who are interested
and have contributed in your success. It serves two purpose mainly
1. If people in your network sees you as a genuine and appreciate your
work and contribution – honesty and Integrity in terms of value that you
add to the network, then participating network becomes your marketing
department. People in your network starts referring you for your
genuine work and value that you add.
2. If you have a huge network of professional colleagues, then this network
helps you in finding solutions to your problems. So grow your network by
adding 90% value and thereby when needed can ask for 10% help and
assistance. You get assistance and help from your network of
communities because most of the time you were adding value to your
network, so just ADD ADD value to your network.
With emergence of Socila Media neworks have tremendous
compounding effect with inconcivable benefits.
Businesses should build their networks that forces people in and around
the network to talk about it.
Concluding Remarks
Businesses MUST understand the followings very clearly and should work on
them to build a sustainable competitive advantage that help them in achieving
Business Excellence.
1. Hire Talented people, please DO NOT compromise, else you end up
paying very heavy price. By talented people I mean those with right
attitude and fit for the job title irrrespective at the cost of not having
some add on qualification. It is difficult to CHANGE the ATTITUDE.
2. Invest heavily in building great organization culture and always
remember that:
Happy Employees = Happy Customer Interactions
Loyal Employees = Loyal Customers
Engaged Employees = Engaged Customers

11. 3. Listen to your Customers carefully and purposefully both EXTERNAL and
INTERNAL. Learn to own the voice of customer.
Own the voice of your customer to own the marketplace
4. Define your business Expected Key Deliverables – Moments of truth.
Understand and define your Internal and External Moments of truth
using systems approach to deliver them FLAWLESSLY every time.
5. Build your business network to work as MAJOR Marketing tool.
Word of Mouth and Neworks havetremendous compounding effect with
inconcivable benefits. Invest time and Energy in building your business
network and keep adding value to it that forces people in and around the
network to talk about it.
In order to succeed businesses need a high-performance team that embraces a
strong culture of disciplined execution and accountability while being nimble,
agile and adaptable to changes in the marketplace.
Finding answer to the given question decides the future of businesses
Where are we going + how will we behave on the way?
CA Vinod Kumar Sharma
Director
Jagran Institute of Management
vinod.kr.sharma@gmail.com
director.jim.kanpur@gmail.com
director@jimkanpur.ac.in