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Sustainable differentiation today is rarely based on superior design. Organisational leaders often believe their job is to do the hard thinking and designing and leave the tactical delivery to the rest of the organisation. Marketing professionals operate much the same, creating and communicating 'brand promises' with little influence over how they are fulfilled. This creates a design-delivery gap where organisations have created a Cartesian-like separation of mind and body, between thinking and doing.
In this session, Professor Nader Tavassoli looks at how gaining traction is about bridging this design-delivery gap by embedding the brand into daily employee behaviours. The action that resides inside the term Traction- and aligning the business to support this process.
