A Critical Part of the Equation

Every organisation knows what they do; some know how they achieve the difference in value proposition or their proprietary process or USP, but very few can articulate why they do what they do-and we don't mean profit motive. It's about purpose, the cause, or why should anyone care about you. Most organisations think from the outside in, but the successful organisations think and communicate from inside out what's the difference? We will draw the distinction with two examples: An auto-Company A may structure its communication as: “we make great cars, they are beautifully designed with heated leather seats with great road traction and gas mileage; buy our car”. That's the way most people communicate. We say what we do, how we do it and how we are better, and then expect response or behaviour to change in our favour. On the other hand, auto-Company B may say: “In everything we do, we believe in challenging the status quo, we believe in thinking differently, our people are trained to challenge themselves beyond their last success. The way we challenge the status quo is by making our products beautifully designed, user friendly and better fuel efficiency than competition. We happen to make great cars. You want to buy one”. Obviously, it is not that straightforward, but the simple but profound proposition is that people don't buy what you do, they buy why you do it. It's the reason why the latter company will sell it's flagship brand, as well as any other products in its stable even though their competitors are well resourced to make similar products.

At ABCS we understand and further leverage this knowledge when working with boards, CEOs, and C-suite executives to address their most critical strategic business questions. Our expertise spans business growth, profitability, technology-driven transformation, M&A, operating models, and sustainability, creating comprehensive strategies that deliver value to shareholders and stakeholders.

Working alongside your team, we identify growth opportunities, develop innovative market entry strategies, and establish sustainable partnerships. Our aim is to unleash your business's true potential and achieve unprecedented success.