Transformation Science

Transformation Brand Science

In the business landscape, change is driving everything and paradigm shifts are occurring everywhere. Examples include analog to digital, talk to text, programmed media to social media, etc. In today’s business climate, it’s essential for individuals and organizations to understand how to successfully harness the inevitability of change for their benefit. There truly is a science of transformation – a newly emerging field of inquiry that explores the human side of how we undergo radical, paradigm-altering change. Transformational change at both personal and societal levels is often nonlinear – it behaves in unexpected ways, often surprising us with its apparent suddenness.

Transformation Principles

There are four key principles of transformation that need to be understood in order to translate transformation science into organizational success:

  1. The human brain is designed for transformation.
  2. Transformational change happens through tipping points – rapid alterations that occur once a critical ratio has been achieved.
  3. Successful transformation can be powered by Promises – i.e. a statement of intentionality and commitment.
  4. Transformation requires a disciplined approach.

The human brain is a constantly evolving organ, and we are not necessarily stuck with our habits of mental functioning. The capacity to transform our thinking is not just a dream or promise of psychotherapy; it’s an immediately demonstrable fact of the way our brains are wired. But the potential for transformations that are inherent in “neuroplasticity” often won’t just happen automatically. We need to intentionally engage this possibility.

Our development of the Promise science has categorically demonstrated the power of a clear consensus around an organization’s expressed statement on intentionality. As Orin Smith explains in The BrandPromise, Starbucks’ guiding purpose was instrumental in creating their paradigm shift. There was never a strategy of coffee shops– instead, a sense of a “third place”. “At Starbucks, we have long been guided by a promise, known internally as our ‘purpose.’ Our purpose is to provide our customers with an uplifting experience that enriches their lives – the Starbuck’s experience. The consistent fulfillment of our purpose is the essence of the Starbuck’s brand. It is what our customers expect of us and the reason for their loyalty and emotional connection to the brand, as well as the foundation for our success. For those of us responsible for fulfilling our commitment, it is our common purpose that is widely shared at all levels of the company. It gives us direction, inspires us, and unleashes our passion and commitment to convert our intentions into reality.”

A brand’s Promise is the catalyst for transformation and the new currency for success. Optimum results can be achieved with a disciplined approach and when the resulting Promise addresses the following:
– Provide a unique experience with products or services that enhance your customer’s lives
– Inspire employee partnership, passion, and support
– Create a perception of exceptional value and distinctive benefits and deliver on your promise

Genuine brands make a Promise and keep it. This Promise begins with a different mindset than “business as usual.” It’s not just about doing a good job – it’s about optimizing the emotional and functional benefits from a customer’s perspective.

We look forward to being your guide for transformational success.