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Purpose is key

Purpose is at the heart of the 12 Alignments. It provides the organization with its identity.

Why does an organization exist? The answer is part of its nature, its purpose. The purpose is comparable to an organism’s spine providing stability yet allowing for agility. This combination of alignment with flexibility is the basis for successful acting in a VUCADD environment. The individual members of the organization are connected to the spine like nerves conveying passion for co-creation. To be connected, all members must be aware of the entire system as well as their personal sense of purpose, which includes their key motivation.

A clear and present purpose at all levels is the prerequisite for a successful, agile organization. Purpose is also suited for indirectly steering corporate activities. When the purpose is activated and built into daily business routines, organizational members have a great degree of autonomy, a central element of the agile organization, while still being aligned. An organization that is unable to clearly grasp and feel its purpose cannot survive in the long-term. It will become meaningless.

The 12 Alignments Framework

  • an integrative, purpose-centered framework providing orientation in the transformation process
  • ‘Purpose’ serves as a common reference point in a complex and rapidly changing environment
  • the framework considers all organizational levels and their interactions
  • it captures the connections between the mental, emotional and physical dimension
  • the framework brings guidance for cohesive action in an unpredictable world
  • it helps the organization to position itself clearly and identify areas for development towards greater balance and resilience
  • the methodology ensures a common language within the organization and thus facilitates cross-functional collaboration
  • it helps to monitor transformation and facilitates regular recalibration

What can you do with The 12 Alignments?

Culture: Misalignment und Alignment

How does misalignment show in the dimension of culture?

  • Problems are solved with new rules (increasing rigidity)
  • Managers engage in frequent monologues
  • Allergic reactions to terms like ‘vision’, ‘strategy’, ‘change’
  • More talking than doing with endless meetings
  • Secrecy and gossiping
  • Conflicting information from different internal sources
  • Dragging discussions without concrete results
  • Constant postponement of meetings
  • Stalling decisions with the request for more facts and analyses
  • Frequent statements like:
    • “Good employees must always be online.“
    • „Anything can be fixed with processes.“
    • “You can do anything as long as it doesn’t cost money.”

How does alignment show in the dimension of culture?

  • Frequent laughter in offices and on the corridors
  • Dedicated employees who come up with ideas for projects they would like to implement
  • Team members reflect regularly on how their activities are linked to their organization’s purpose.
  • Team members dare to say ‘no’ to a new task when they feel overloaded
  • Healthy distribution of projects within the organization
  • Access to all relevant information so that everyone is on the same page
  • The majority of people keeps calm in the light of unexpected changes
  • Teams generally are mixed in terms of age, culture, and disciplines
  • Lively coffee corners with visitors from all parts of the organization
  • Meetings are held inside or outside, be it sitting, standing or walking

The 12 Alignments in context

Organizations of the 21st century move to the rhythm of volatility, uncertainty, complexity, ambiguity, diversity and dynamics. This requires agility. Agility reduces friction between the inside and the outside and enables the organization to create products and services that really meet people’s needs.
The 12 Alignments is a methodology to help organizations navigate through the transformation towards more agility.

Contact us to find out how our approach works for your team or your company


+49 172 7446822


+49 172 7446822171