Over the last several weeks we’ve featured the Reframe Value Creation Framework™ below to demonstrate features and benefits of the innovative Total Market Industry Vertical.  The early beginnings of the framework was captured in the 2015 Wiley published Reframe The Marketplace:  The Total Market Approach To Reaching The New Majority.  

Since publishing the book we’ve been on a decade-long effort to build enough evidence based outcomes for why it should exist and how it differs from the “general market” and “multi-cultural” industry verticals.  What makes the Total Market Industry Vertical innovative for service providers is how internal and external growth outcomes truly reflect the total addressable and serviceable markets.

In previous installments of the Reframe Value Creation Content Series we discussed the following:

  • Part 1: The Beginning:  The Reframe 2017 State of the Total Market Industry Report.  
  • Part 2:  A Modern Approach To Value Creation and Growth Acceleration, A Third Industry Vertical.
  • Part 3: Five Things We Now Know Since Solving For The New Value Creation Opportunity.
  • Part 4: Why Culture Alone Will Not Solve Your Growth Opportunity.
  • Part 5: All Data Is Not Created Equally.
  • Part 6: The “Pros” For A Third Industry Vertical For Value Creation.

For the last installment, it is a discussion about the “CONS” in forming a third industry vertical.  Because of the number of NOS from business leaders who did not believe another industry vertical was required, we gained a better understanding of the type of business services required for modern value creation. Because of the legacy organizational structural barriers, the practice of change management is required to drive sustainable internal and external growth outcomes.

Below are the highlighted “CONS” for each industry vertical:

The “CONS” for the general market industry vertical service providers, there is a lack of cultural relevancy and nuance.  Because the commercial ambition is achieving scale and efficiency, the focus is mono-culturally driven outcomes.  Often multicultural service partners are asked to adapt “general market” cultural insights for diverse audience segments.  The practice of cultural adaptation does not translate well and usually lacks effectiveness.

The “CONS” for the multicultural market industry vertical service providers, historically they are severely underfunded for the audiences they serve.  Because of this, there is a belief commercial outcomes are not scalable, an emphasis on cultural differences and highly targeted, usually ethnic, racial and/or identity based. 

The “CONS” for the total market industry vertical for service providers are different because the offerings are grounded in the idea of change management.  For organizations to unlock value creation that reflects the total addressable and serviceable markets, change is required to remove structural barriers. Because of years and sometimes decades of planning and investing decisions during the annual corporate planning cycle, modernizing an organization’s go-to-market approach is sometimes perceived as a “risk” to senior leaders.

Early in the journey of validating the Reframe Value Creation Framework™, there were attempts to validate and invalidate the Total Market topic, thesis and change approach.  Unfortunately in most instances, there was a lack of understanding, misinformation and miseducation for what it was, what was not and how to operationalize the change required. This is because there was little to no evidence of a change approach that delivered the commercial outcome.

This is no longer the case because of the Reframe Value Creation Framework™ and resources like the Reframe Change Operating System helps organizations accelerate growth that reflects the total addressable and serviceable markets.

What’s Next?  

The intent of the Reframe Value Creation Content Series is to amplify and scale the learnings.  Over the next several weeks, we will publish additional resources and host live events to answer questions about the modern value creation framework and the work we’ve been doing to help brands and businesses accelerate growth that reflects the total addressable and serviceable markets.

To read the Reframe Value Creation Content Series.  

If you like this content series, please subscribe.

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To learn more about our thinking and services, contact us.

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Jeffrey L. Bowman is the CEO and founder of Reframe Consulting Services, award winning author of Wiley published, Reframe The Marketplace:  The Total Market Approach To Reaching The New Majority and The Reframe Marketplace Change Guide Book For Growth Acceleration. Co-founder the $1T marketing services industry’s first cultural agency and pioneer of the Total Market topic, thesis, industry vertical, marketplace growth and organizational change approach that reflects the total addressable and serviceable markets.