Benchmarking 2.0 - The Future of Benchmarking!
Benchmark outside the box
A new book by Columbia business school professor Bernd Schmitt, 'Big Think Strategy', gives advice to companies about creativity and vision in leadership, long term impact and bold ideas and actions.
A 'Big Think' technique can be applied to benchmarking too, Schmitt claims. Why limit yourself to industry specific benchmarking? This limits your view and narrows your possibility of choice.
When Vodafone had to start their project WOW! and compare their service to others, they chose businesses such as Singapore Airlines and top-industry hotel chains. As a result they got best practice and ideas that they would never have got from benchmarking other companies inside their own industry.
To find new, innovative solutions you need to take a step backward and look at your box from the outside: a certain distance always helps getting a better perspective.
A 'Big Think' technique can be applied to benchmarking too, Schmitt claims. Why limit yourself to industry specific benchmarking? This limits your view and narrows your possibility of choice.
When Vodafone had to start their project WOW! and compare their service to others, they chose businesses such as Singapore Airlines and top-industry hotel chains. As a result they got best practice and ideas that they would never have got from benchmarking other companies inside their own industry.
To find new, innovative solutions you need to take a step backward and look at your box from the outside: a certain distance always helps getting a better perspective.
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