Any organisation is made up of 3 critital parts:
A. Its culture
B. Its product or service
C. Its reputation
After a 'problem definition' phase the first step is to align these three parts by establishing your Single Organising Principle.
Once expressed, the 'Single Organising Principle' is used to inform change in your culture, your product or service portfolio and your reputation.
An organisation that is truly aligned around its 'Single Organising Principle' will be more consistent and more efficient. As such it will become more profitable.
Over time, continuous alignment = sustainable profitability, the key determinant of shareholder value.