The scientific laws of biotic growth let you gain a holistic view of your business' growth potential and discover tools that provide the highest level of control.

Growth Potential

Which is more effective to unlock your growth potential: exploiting your strengths to compensate for your weaknesses or resolving your weaknesses in order for your strengths to be more effective?

Growth obeys its owns laws. Opinions don’t really matter much when it comes to the universal laws of growth.

So what is the answer? Justus von Liebig discovered that the growth rate of an organism is not defined by the abundant resources, but by the resources it lacks the most. In other words, if an organism lacks an essential resource, its growth rate will slow down and eventually stop altogether - even if other essential resources are abundant. This law of Liebig is also called the ‘Law of the Minimum’. Once you apply this law, developing a strategy will be quick and accurate.

Do you know what is needed for your company to grow?

Or better, do you know what your company is lacking the most that is currently slowing or blocking its growth?

If you don’t know, don't you agree it's high time you found out?

Good to know

You can maximize your growth potential by making sure that the DNA of your company is strong, by adapting to the external factors and by making sure that your company will be nourished what it needs the most in order to grow.

All three aspects can be measured in order to assess their present state, identify what needs to be done next and control the implementation to improve them.

Biotic Brand Cultivation adopts the ‘Law of the Minimum’ in all its strategies and auditing tools - to unlock your growth potential.

Brand Equity

Clients ask us 'Is there one key indicator that everybody in our company - independent of rank and position - should always focus on?'. Usually what they really want to know is 'What has the strongest impact on stimulating the growth potential of our company?'

The answer is without any doubt: brand relationship - the place your brand has in the life of your customers. The stronger the relationship with your brand, the less replaceable your brand will be. The less replaceable your brand, the higher the intangible (Brand Equity) of your company.

Biotic Brand Cultivation enables you to measure the brand relationship your clients have developed with your company - overall (collectively) and individually.

Good to know

There are many (more or less complicated) definitions of Brand Equity. We like to sum it up as follows: Brand Equity is the value of your brand due to its irreplaceability in the eyes of your clients.

Control

Did you know that without control there is no accountability? If you have no control over the factors inducing growth, then no-one should hold you accountable. The downside of this is, that nobody will want you as a manager. Let’s be honest, who wants to hire a marketing, brand manager or a CEO who cannot be held accountable and has no control?

How can you actually have control? The only way to have control is by placing a problem, challenge or concept in a process. If not, you will be guessing for ever.

Example: imagine that someone asks you to cook a dish you never heard of before and you don’t have the recipe, how would you describe the following hours? Right, trial and error (even if you have the best ingredients at your disposal!).

As ludicrous as it sounds, the statement that half of marketing spending is lost without knowing which half, is still very true. Doesn’t this say a lot about the current lack of control? Is there any other department in your company where you would accept a 50% loss? And to make matters worse, your manager can’t tell you which 50% is lost! Is that acceptable to you?

The only way to have control is by start with a process. Why a process? Because a process is a sequence of interrelated steps that deliver an optimal result. 3 fundamental factors define a process: what, when and how much. For each step you need to know what is needed (content), when that step is needed (chronology) and how much of the content is needed (proportion). Then you have a process you can follow and control to achieve optimal results. Without it, it's trial and error. Example: imagine building a shed for your garden - you'd first make sure that you have all the parts and equipment. Would you then first build the roof? Of course not, you'd lay the foundation first. And the 54 nails available to fix the walls on the frame will be carefully spaced out by you to make sure that each board is well fixed to the frame. It wouldn't make sense to use 30 nails for one board and 14 for the remaining 3, would it? Content, sequence and proportion (CSP) are crucial. Change one of these factors (or one of these 3 factors is not optimal) and you get a result that doe not meet your expectations.

Biotic Brand Cultivation offers you a process that shows you what message is required, how much weight it needs and when to communicate it to make the best use of your available marketing, communication and sales resources. The process adopted in Biotic Brand Cultivation covers the full customer lifecycle (pre-sales, sales, after-sales) as well as your brand relationship cycle.

Did you know?

Biotic Brand Cultivation is the only brand growth process on the market that enables you to link your marketing and communication efforts to their impact on the purchase behavior of your customers. You will know exactly which MarCom investment will impact what aspect of the purchase behavior of your customers. 50% of your marketing spending lost? Not any longer - unless you choose so.

Tools

Have you ever met the kind of handyman who always buys the latest tools but somehow never quite manages to complete the tasks at hand? Maybe another tool would help him get the task done...

How do you know you whether you have the right tools for the job?

Do you just buy all the available tools, hoping that the right one will be among them?

Or you don’t use tools at all, because you don’t know what you need?

If analytical tools are not designed around a holistic process, how high are the odds that these tools generate findings that are relevant to your situation?

And if the findings provided by a research agency are not directly linked to your company's processes, how high are the odds that that information will actually be used and be instrumental for your strategy?

Therefore all Greenhouse|BBC assessment tools are fully integrated with our strategy tools. This means that 100% of the findings of our audit tools are relevant for our client's strategy. In return, every recommendation in a client's strategy is based on (and can be traced to) an audit result. This reduces the project runtime and strategic recommendations can be provided instantly. No interpretation of data. Our tools provide detailed and comprehensive information on every aspect of the growth strategy. There is 0% information waste.

Our tools are designed to process Key Performance Indicators from your different departments. All information is instantly available and actionable. Departments who in the past worked isolated can now work together, feeding one single application with KPI’s relevant to their department and contribute together to achieving the desired targets.

It is now possible for marketing to have a clear insight in the sales process and make marketing choices that can stimulate factors that stimulate sales. This way marketing and sales will work seamlessly.

A craftsman chooses his tools because he knows exactly what he wants to obtain. He doesn’t choose tools hoping that they will do the job. Likewise, choose your tools in relationship to what you need to measure within the process and don’t buy or use tools, hoping that they will generate some kind of information out of which you can deduce a strategy. First you need a strategy/process and then you can decide what you need to measure. It is the process that defines what tools you need, not the tools that define your process.

Food for thought

There is an abundance of companies who can give you extremely precise measurements on any given subject. However, if you don’t know what information is relevant, then the quality of the information is of no value.

Biotic Growth

Today's managers want more insight into how growth works.

They want a comprehensive approach that lets them identify the blockages limiting their company’s growth - whether internal or external, short term or long term, hard or soft factors.

They want practical tools that instantly lets them know the most appropriate actions to take to overcome those blockages.

Tools to measure the effect of those actions to control and steer their growth.

Does this sound too good to be true? Actually, it shouldn’t. Growth doesn’t happen by accident. Before being a result, growth is a process - a biotic process. The term biotic means ‘alive’. Only living things grow or have you ever seen anything grow that wasn’t alive? (no, taxes and debt don’t either - they are increased!)

As growth - any kind of growth - is fundamentally biotic and growth is a process, you are able to influence and control the growth of your company by applying the universal principles driving all biotic growth. This means that you can effectively influence your growth and control this growth process.

This is what Biotic Brand Cultivation is all about. Providing you a biotic growth process adapted to your business reality, that delivers you full insight and control over your growth potential.

Biotic Brand Cultivation is a process based method that shows you what you need in order to grow your brand (people, corporate, product), how much effort is required and what the priorities are in order to leverage your growth.

Only Biotic Brand Cultivation® offers you the insight and control of a biotic growth process based brand methodology.

Food for thought

Biotic growth works by multiplication. The opposite is expansion - this is unfortunately misunderstood as an effective growth approach by managers today. Expansion works by exploiting the weaknesses (opportunities!) of a system to increase its size. It’s like inflating a balloon. The balloon expands because of effort put into it. One spot in the balloon is weaker than the rest. So the resistance is lower and as a result the ballon can increase in size. But by growing in size, the balloon is actually getting weaker and weaker. Expansion will continue until the weakest points break and suddenly the whole system collapses (does this ring a bell?).

Biotic growth works by continuously detecting and solving its weaknesses to make the entire organism stronger. Initial growth will be slower, but your organization will grow stronger and stronger while growing in size.

Holistic View

Have you ever tried controlling a process without having the big picture?

Ever tried to make sense of a detail without knowing the larger context?

Today, there are too many variables in the professional arena, especially in marketing. Every scolar, guru, academic, throws in a few new ones. Instead of providing you more control, this flood of variables actually reduces your capacity to control and increases the error rate (note: if variables cannot be placed in a holistic model, then the chances of making errors increases exponentionally with each added variable).

Without knowing the correlation between the elements affecting your growth, you might as well be playing a game of Sea Battle. The worst thing about blind shooting is that even we you obtain success, you don’t know why!

If you cannot relate details to a bigger whole, then you are loosing control instead of gaining it. Have you ever work with a process where one element did not effect the other? If an element doesn’t directly effect the outcome of the whole process, then that element is redundant - and should't be included in your process.

Biotic Brand Cultivation is entirely holistic as it covers the full customer lifecycle, the full brand relationship lifecycle, adopts the entire biotic growth process and can correlate intangible relational parameters to tangible sales parameters.

In fact, Biotic Brand Cultivation is the most holistic and comprehensive brand relationship nourishment methodology on the market.

Food for thought

Why were you hired - to be on top of things or to just try something out, hoping that it will work? It is time for a paradigm shift. Biotic Brand Cultivation is holistically constructed covering the entire customer lifecycle with a number of variables that are interrelated and correlated. Because of this, the impact of tweaking variables can be predicted. Return on Marketing Investment is no longer a 50/50 mystery, but a measurable objective.