The Relevance Readiness Cycle
Prepping for San Blas (Guna Yala) Islands in Panama
We are planning a circumnavigation, investing years of effort to return to the same starting point. Why would we embark on such a seemingly nonsensical endeavour?
Circumnavigation is about reaching an endpoint, while gaining experience and perspective. In the same way, business growth involves expanding our insights and knowledge along the journey.
Staying relevant as a brand requires an accumulation of adaptations, learnings and adjustments. This commitment to growth helps us navigate our current environment, while preparing for future challenges.
Let’s jump into it
Running a business is anything but straightforward, much like attempting a circumnavigation.
Both require careful planning, emotional management and navigation of complex routes. You probably know this, but the paths project teams navigate are far from straightforward.
A circumnavigation by sailboat requires building confidence through experience. Each leg of the journey is crucial, offering opportunities to prepare for longer, harder voyages. We don’t set out to cross an ocean without experience.
An example circumnavigation route and all that stands in between
Businesses can draw valuable lessons from this approach as they strive to maintain relevance. Just as sailors refine their skills along the way, teams continuously improve their processes and strategies.
Apple exemplifies this cumulative adaptability through its diversification beyond hardware into services like Apple TV+ and Apple Fitness+. This strategic expansion not only enhances customer value, but also enriches Apple’s knowledge base.
Often, we learn and do simultaneously, leading to mastery over time. The earlier you start building a new service or product, the more experience you accumulate.
A helpful resource
Imagine a framework that reflects the knowledge building cycle needed to increase confidence to tackle new challenges.
The Relevance Readiness Cycle demonstrates the five phases needed for teams to achieve long-term goals, each phase building upon the next. This is a cycle you will embark on time and time again.
Relevance Readiness Cycle
How to implement a Relevance Readiness Cycle:
- Frame Projects as Do-Learn Adventures: When teams tackle new initiatives, offer the necessary support to foster knowledge building and confidence.
- Seek Inspiration, Not Comparison: While companies like Apple serve as great examples, remember that each organisation has its own unique journey and timeline.
- Normalise Any Question: Create an environment where asking any question is encouraged, allowing team members to explore and clarify uncertainties.
- Celebrate Incremental Wins: Recognise and celebrate small achievements along the way to motivate teams and reinforce the value of progress in their learning journey.
- Leverage Collective Wisdom: Tap into the expertise of both internal and external resources, as others may have faced similar challenges.
Just as we refine our skills and boats during our circumnavigation, organisations must recognise that teams learn, adapt and do simultaneously.
As teams encounter problems they weren’t trained for or have never faced before—much like navigating uncharted waters—they must build upon their existing knowledge.
Cumulative adaptability empowers teams to build on past experiences and knowledge
And there’s more
✏️ Join: I’ll be launching my first webinar, “How to Overcoming Common Pitfalls in Brand Positioning”.
📚 Read: The FutureBrand Index 2024 is finally out and is worth a read to see how brands are stacking up.
🎧 Listen: You’ll want to read Adam Moss’ next book after listening to The Work of Art: How Something Comes From Nothing.
📍Visit: If you’re looking for some nature, hikes and ecolodge/hostel vibes, Minca in Colombia is a good time.