 Organizations are made of people. They are microcosms of a larger social body. These groups perform and behave in distinct (and sometimes predictable) ways. They can be businesses, families, collectives, cults, or nations. It could be argued that all businesses are cults, but that’s another topic for another time.
These organizations are so complex that we have turned to metaphor in order to comprehend and understand them. In his 2006 book, Images of Organization, Gareth Morgan writes, “Metaphor is often regarded just as a device for embellishing discourse, but its significance is much greater than this. The use of metaphor implies a way of thinking and a way of seeing that pervade how we understand our world generally. For example, research in a wide variety of fields has demonstrated that metaphor exerts a formative influence on science, on our language, and on how we think, as well as on how we express ourselves on a day-to-day basis.” Whether an organization identifies as a machine, a hive mind, a band of pirates, or a party of explorers, they must find a path to trust and cohesion as they seek to achieve and face the unknown together. The cultural hallmarks of any functioning organization (or community of people) are how they communicate and what they create together — from music to meaning to marketing plans.
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 In the midst of the pandemic, Joran Oppelt, a skilled facilitator and executive coach, played a pivotal role in reshaping the trajectory of an orthodontic clinic's business. The clinic faced challenges posed by virtual competitors like Invisalign and struggled to adapt, feeling reactive rather than proactive.
Joran's expertise in team alignment and team building became the catalyst for change. Through an extensive process of re-engineering meeting protocols, creating a clear vision and values, and establishing new communication strategies, the orthodontic clinic not only weathered the storm but emerged stronger and more resilient than before. Here’s what the Operations Project Manager had to say, “With Joran’s help, I led my team through redesigning our meetings protocol and organizational values. Thanks to his work, our company was not only able to overcome business disruptions due to COVID-19, but we were able to innovate, strategize, train, and synchronize our operations while exceeding financial goals!” Central to their success was the development of a competitive virtual offering, a strategic response to the threat posed by Invisalign. The clinic morale improved as they went from feeling like a victim to being a proactive player in the market, retaining and even expanding its patient base. The visioning process led by Joran played a crucial role in setting the clinic up for success during the challenging and isolating time of the pandemic. By defining clear vision, mission, and values, coupled with a comprehensive Team Charter, the clinic was able to ensure that everyone knew their roles and responsibilities. Most importantly, they identified and empowered the right person for the lead administrative role. Throughout the process, the team realized the need for an integrator – someone with the ability to drive these new systems and keep everything organized. This strategic shift not only streamlined operations but also accelerated the clinic's growth. Two years post-peak pandemic, this orthodontic clinic continues to thrive. Expanding their team with multiple calls for new assistants and hygienists, they are not just surviving but actively growing. The focus has shifted to marketing and patient base expansion, with a new social media and marketing plan in place. Their collaboration with a marketing company attests to their commitment to staying ahead in a competitive market. This success story is a testament to trusting in the process and the transformative power of facilitation and coaching. Joran's guidance not only helped them navigate the economic risks and cultural challenges posed by the pandemic but also set them on a trajectory of sustained growth and prosperity. |
ABOUT THE AuthorJoran Slane Oppelt is an international speaker, author and consultant with certifications in coaching, storytelling, design thinking and virtual facilitation. Archives
April 2024
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