ORIGIN Onboarding Tests

Act 02, Why we win Section 03 of 09

This is the term you will use most at ORIGIN. Learn it here, in plain words, and you will recognise it in every client conversation.

5Ways the gap shows itself

NobodyOwns that space, so it stays open

1Team that answers for the result

Find the gap

Part 1

Where good strategies stop

The execution gapThe space between what an organisation planned and what actually gets built.

Execution means carrying out the plan. The gap is where good strategies stop moving. Nobody owns that space, so it stays open, and the client keeps paying for it.

Five ways the gap shows itself

The signWhat it looks like

The strategist leaves too earlyThe roadmap is handed over, and the people who wrote it are gone exactly when questions start.

The translation failsA strategy written in consultant language is read by an agency or an internal team that fills the blanks with guesses.

Nobody answers for the resultEach supplier can truthfully say "our part worked".

The client becomes the project managerLeaders spend their days coordinating suppliers who do not talk to each other.

The pieces do not fitA premium brand sits on a website built for the mass market. A campaign brings visitors that nobody follows up.

In a first meeting a client says: "We had a strategy done two years ago, but it was never implemented." What are you hearing?

Nobody owned the space between the plan and what got built, so it stayed open.

In practice

Listen for sentences like "we had a strategy done two years ago, but it was never implemented". That is the execution gap, said by the person living in it.

When you hear it, tell the Growth Team the same day, as Act 01 asked. You do not pitch.

Remember

The execution gap is where good strategies stop moving. Nobody owns that space, so it stays open.

Part 2

What it costs, and who closes it

Money is only part of what the gap costs.

The client's competitorsThey move while the client coordinates.

The client's leadersThey lose trust in the next initiative.

The client's teamsThey say "we tried this before and it did not work".

You start work with a new client. In the first meeting one of their team says: "We tried this before and it did not work." What do you make of it?

Money is only part of it. This is what the gap costs a team.

Who closes itORIGIN was built to close this gap. We join strategy, brand and technology under one roof, with one way of working and one team that answers for the result.

The sections that follow show who else the client could choose, and why none of them closes it.

Remember

The execution gap is the space between the plan and the result. Nobody else owns that space. ORIGIN does.

Your part

Before you move on

Three questions before you move on. Type your answer, send it, then check it.

Your answers stay on this device.

1What is the execution gap?

The answerThe space between what an organisation planned and what actually gets built.

2Name three of the five ways the gap shows itself.

The answerThe strategist leaves too early. The translation fails. Nobody answers for the result. The client becomes the project manager. The pieces do not fit. Any three.

3How does ORIGIN close the gap?

The answerWe join strategy, brand and technology under one roof, with one way of working and one team that answers for the result.

Answer all three and this section is yours.

ORIGIN owns that space.

Next: the field, starting with consultancies.

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