A key company asset is its institutional knowledge about its: customers, marketplace opportunity, competitors, etc. The structure is the place that institutional knowledge is organized, refined, tested and improved.
1. DEFINE
use the structure to collect company’s current understanding, knowledge, experience
2. CLARIFY
improve this institutional knowledge until it becomes ‘clarity on the other side of complexity’
3. IMPROVE
use sales team experience/feedback to continually improve defined understanding
