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.