The Solution to Arbitrary and Capricious Corporate Decision-Making

Brigman, Hank
March 2005
Public Relations Quarterly;Spring2005, Vol. 50 Issue 1, p29
Academic Journal
This article examines corporate decision-making and presents information about the Five Views of the Corporate Universe. Customer-centric organizations recognize that the best decisions are made with intelligence gleaned from five different views. The Rear View Mirror is a historic view of the organization. From this view, an organization will know what happened, the related numbers, and the resulting trends. This view helps the customer-centric organization target its resources to high-profit customers in growing segments. The Crystal Ball view provides insights into where the organization is headed. It can be formal, often including Strengths Weaknesses Opportunities Threat analysis and strategic or five-year plans, or as informal as a strongly held vision by the founder. The Mirror view enables organizations to explore their infrastructure, including processes and organizational structure. Another view the organization can take is to examine its world by looking out at customers and the market place. The Window-Out view can provide copious quantities of information about an organization's customers, including the what, when, how, and how much of its customers' purchases. From a Window-In view, an organization can better understand its prospects' and customers' needs, and the performance of the customer touchpoints it currently deploys.


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