Adaptomy DNA

Designed from the ground up to build adaptive, resilient businesses and systematically deliver more customer and commercial value.


adaptomy DNA


A modular methodology to deliver innovative market strategies, propositions and systematic change in 'front-end', marketing, sales and customer facing operations. A scalable way to engage in change and grow capability - start small and navigate, start wide and dive deep. 


Embedded throughout everything we do is a deep rooted focus on evidence-based decision making, customer outcomes, economic benefits, differential advantage, growth, innovation, customer and commercial value. 

Our integrated tools and road-maps are designed to reinforce this focus through systematic approaches, data and insight that deliver quantified, executable strategies and tactics. But, it's not just about the methods and tools, it's about ensuring your teams are able to use these tools for continuous improvement, independent of any unnecessary external consulting intervention.

8 tools in adaptomy DNA

1. adaptomy DNA framework and disciplines

Our adaptomy DNA model is being used by clients to accelerate change, systematically re-engineer commercial operations and build capability in 42 strategic disciplines that drive value creation, value delivery and value improvement, differential advantage and growth. The model has two dimensions:

1. Adaptive change framework: Sense-check, Re-think, Activate, Renew

2. Engines and disciplines: Discover, Lead, Act, Enable, Improve

The framework provides context, the engines and disciplines provide focus. We have identified 5 aligned 'commercial engines', but the disciplines within the DNA model can be configured in many ways and our clients can choose to implement them in different organisational models. For example, PE and Venture backed organisations may have entirely different needs and therefore different operational models to corporate and SME organisations. However, necessary disciplines to deliver customer and commercial value remain the same.

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"...what you've done from a methodological point of view is remarkable; comprehensive, rigorous and complete, we should know, we've been trying to build just a fraction of this for four years now..."

CEO, Global Professional Services Firm

2. More innovative purpose starts with 'what if'

There's a popular misconception that purpose begins with 'why', we think there's an earlier start, a more innovative, profound and creative one: start with 'what if'. Finding your 'why' is useful and part of our model, but challenging your very existence is more important - there is no better validation for your business to exist now and in the future than asking 'what if'.


Our Business and Brand Purpose Model (BBPM) moves systematically through the most elementary and challenging strategic questions to develop a complete business and brand purpose, clearly articulating your relevancy and value to customers, the customer challenges you overcome, problems you resolve and why. It is a tool that can be used to align leadership teams, strategies, brand, propositions and operations behind a clearly communicated vision of the future and your place in that future.


3. Future customer modelling

Understanding current customers, their needs, journey and experiences is clearly necessary, but knowing your future customers and the economic and emotional value you offer them is a source of differential advantage.


We use our Future Customer Matrix (FCM) to develop this understanding and as a result build strategies and tactics that target new customers, existing customers that have changed expectaitons, customers with 'unmet needs' and aspirations. All of this positioning the business 'ahead of the curve'. 

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4. Market leadership model, (MLM)

All organisations have an operating model, a way of doing business, of organising themselves. But more than this they consciously or unconsciously choose to focus on one or more ' value disciplines'. In short they decide through their actions and behaviours to display a specific mode of operation to customers. Leading organisations understand this, they don't do this by accident, it is deliberate and planned. They understand that this is not just branding or positioning, it is the way they choose to interact through customer experiences, the way they differentiate and add value to their customers, it's how they generate longer term differential advcantage.


Adaptomy's Market Leadership Model (MLM) is designed to provide a structured approach to distilling emphasis on specific kinds of operations, building leadership focus on how operations add differentiation and value and how to overcome the challenges of multi-faceted operations. There are very few businesses that can excel in innovation, customer intimacy, social development, operating excellence to the extent that they out-perform customer expectations and the market in all dimensions. There are some. Our MLM tools help leadership teams make difficult choices and establish the kind of market leadership they could and perhaps should aspire to, to 'win in market'.


5. Operating models, diagnostics and performance

To support any strategy, market opportunity or customer experience and drive commercial customer benefits businesses need robust yet adaptable operating models. Our tools like MLM help shape these models, but it's in development and execution that operating models truly provide differential advantage.


Adadptomy has developed a next-generation adaptive operating model framework. This layered and modularised approach offers building blocks for maximum flexibility and resilience. It is designed to support iterative development without any loss of focus or rigour in operations. It under-pins adaptomy's DNA model, providing cross-functional, non-silo'd operations and a consistent framework for diagnostics, audit and performance measurement across all disciplines.

Adaptomy's 'consistent yet adaptive' approach facilitates common processing, IT and information systems, it unifies commercial, customer and market facing DevOps, aligns leadership and management systems to drive the right behaviours. Above all, it reinforces and maintains focus on customer value delivery through continuous operational review.

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6. Diagnostics, metrics and measures

To build insight over time and provide a base-line for systematic change and growth we have developed a set of diagnostics, they include:

  • Wide Angle diagnostics to compare capability and performance in multiple disciplines within our DNA model

  • Deep Dive diagnostics which focus on detailed analysis of process, operations and impact of specific disciplines

  • Customer insight diagnostics to test customer perceptions of value 

We combine diagnostics with 'harder' commercial, market and operational metrics and measures to provide comprehensive analysis of performance and impact. 

These diagnostics, metrics and measures can be used in the first instance to compare performance internally, ultimately they enable bench-marking of strategy, marketing, sales and customer facing operations.


7. Customer journey mapping and experience management

Leading businesses are building deeper understanding of customer needs, behaviours and preferences by mapping and analysing the customer journey. They are creating and positioning customer experiences within these journeys to engage customer and capture opportunities. Every company is trying to deliver seamless, compelling customer experiences, but to realise value from these efforts all 'font-end' operations need to be unified.


There is a significant difference between customer journey's and customer experiences. It's an important distinction because there are a number of other disciplines that need to be in place to bridge the gap between knowing customer needs, wants and aspirations and delivering the kinds of experience that can most effectively provide differential advantage for customers and the business. Adaptomy's market opportunity modelling, Quantified Value Propositions (QVP's), brand building and positioning approaches help qualify and quantify differential advantage. Our journey mapping, Unified Commercial Engine DNA and customer experience modelling provides connectivity across client organisations.


Learn more about Adaptomy's partnerships and our work with a range coaching and psychometric profiling partners to provide the right intervention and support in innovation, capability building, change and transformation projects.

8. Psychometrics

Since its inception, Adaptomy has been using specific psychometric and organometric assessments to profile individual and team behaviours, drive innovation and progressive leadership and understand proclivity toward specific roles. We have used them to augment process modelling and organisational design and streamline operations by improving team dynamics and individual motivation. Combined with our coaching approaches, performance diagnostics and process design adaptomy offers unique insight into the human dimension of operational design.

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