Team360 – Objective answers to tough questions that can help you beat the competition

Organisational values, proudly displayed in corporate HQs around the world, generally highlight honesty and integrity as key factors. The reality, though, is often quite different, due to a mixture of human emotions and fears. Human nature means that most people will not want to rock the boat, and those who are truly honest, who think and speak independently of consequences, can find it to be career-limiting or relationship-ending. It is truly rare to find any organisation – a company hierarchy in particular – which is sufficiently self-confident to encourage and exploit this questioning mind-set.

It was this principle that led, on Sept.12, 2001, the day after the attacks on the World Trade Center and the Pentagon, that the CIA launched the “Red Cell” team – a group of subject matter experts reporting to senior management and providing an alternative approach to intelligence assessment. The team was tasked with looking at contrarian views – to provoke thought, to question policy and to “tell the things others don’t – that make senior officials uncomfortable.”

The team was staffed by analysts who used both standard and non-standard techniques, ‘what ifs’ and pre-mortem analysis, to ensure plans were based on facts and to challenge the natural consensus. A core tenet of the team was to foster an open-minded approach to problem-solving, in which thinking ‘outside the box’ forced the organisation to answer hard questions. This was accomplished by having devils advocates, surrogate adversaries and independent thinkers.

In the intervening 20 years, companies have tried to apply similar processes to general industry, with mixed success. In general, the issue of hierarchy doesn’t go away – if you are co-opted into a team, it may be ok to have a frank exchange of views with your boss during the event – but he or she is still your boss the following day. In reality, for maximum process benefit, it helps if the people delivering the message are not full-time employees – people, therefore, who don’t rely on the message recipients for security of tenure!

Cytec-IPS has adapted and developed this process with its Team360 solution. In addition to providing an objective view, it taps into its global network of specialists to provide an independent process, nourished by experienced subject matter experts.

It can bring alternative opinions; with people whose focus is on providing the best advice without the baggage of being an employee. It empowers novel thinking and fresh perspective, without the fear or fallout from being controversial.

For clients, it provides originality and access to genuine market experts, who not only understand today, but can help build for the future.

Team360 assessments can evaluate a broad spectrum of topics, including strategy, market access, impact of technology, organisation traits and win themes.
When looking to win new business, many companies conduct a SWOT analysis of the offering, then compare it to the competition. In practice, however, this is often little more than a ‘box ticking’ exercise.

How often have you seen an analysis which really was a ‘deep dive?’

• How well do you know your competitor – how do they work with clients, how do they structure deals commercially?
• Do you know what their win strategies will be – where they believe they are strong compared to you and, therefore how they will try to beat you?
• Do you know where they are weak, and how that can be incorporated into your win strategy, to increase your chance of success?

Key questions like these can be difficult to answer – if the team even thinks strategically enough to ask them. An evaluation process limited to an in-house team creates the risk of ‘group think,’ in which familiarity drives validation of a hypothesis. It also denies the team the benefit of a broader network, more widespread experiences and valuable insight into alternative approaches, competitor offerings or market activity. This can prove invaluable – it can, in fact, be the vital difference that enables you to win.

To be effective, this process must be simultaneously systematic and flexible. It needs access to people who understand the market and have relevant expertise, in order to help distil the key issues. It helps if the people are not afraid to be controversial and are able to be creative in reaching a conclusion on the best way forward.

Cytec-IPS can integrate a small core of experts into your team, with access to many more from across the world, to help answer your key questions. The result should be an increased win rate for your business.

Team360 is a solution that has been proven. One client commented “I have done some analysis in my life, but I have never seen anything like this. The Team360 workshop provided more information based on facts than I have ever seen before within our company. We not only misunderstood one of our competitors but changed our strategy entirely at the conclusion of the review.”