Nature does not hurry, yet everything is accomplished.— Attributed to Lao Tzu
The world’s best companies have always been architected to improve in quality as they grow in scale. This worked in the past, up to a point. Analog organization structures struggled to scale agility, which prevented them from compounding their capabilities, products, and business models to effectively serve an ever-expanding range of categories, customer types, and use cases. Today’s best companies are defying past limits, requiring a new rubric for understanding corporate excellence.
Our CXC (customer experience compounding) underwriting framework reflects our current understanding of the critical dimensions that build a company’s no-brainer matrix (NBM), which measures its magnetism for an ever-broadening range of consumers and hyper-personalized use cases. This framework evaluates a company’s ability to compound across each corporate dimension, including its intentions, capabilities, business model, and agility to offer a growing number of fast-improving, no-brainer customer propositions.