Companies are wasting resources and missing opportunities by not focusing upon critical success fact

From: Adaptation Ltd
Published: Tue May 08 2007

Companies are missing opportunities to enable their people to do difficult jobs in a winning way, according to new research by Adaptation business expert Prof. Colin Coulson-Thomas. Delivering a keynote address at the Eastern Regional Convention of the Chartered Management Institute (CMI) he will explain how pioneering companies use new approaches to build understanding and transform performance.

Prof. Coulson-Thomas’ research has involved over 4,000 companies worldwide. Speaking at the Rowley Mile Racecourse at Newmarket he will show what the most successful companies do differently to help their people understand complex issues and undertake demanding roles. The findings summarised in his book ‘Winning Companies; Winning People, the differing approaches of winners and losers’ show how companies can boost corporate profitability and increase personal fulfilment.

Coulson-Thomas explains: "In many areas of business people do not understand their company’s offerings or how these can benefit customers. Even in very large companies only a handful of people are able to explain what is special, unique or different about their organisation’s technology and what this means for customers."

As a consequence, the Professor finds: "Much business-to-business marketing is expensive and ineffective. People who do not know or understand are struggling to sell to buyers who do not know of understand. No wonder so many people are uncertain and insecure."

The new research suggests a different approach is required. According to Coulson-Thomas: "People should be enabled to understand complex issues, succinctly describe the essence of what their organisation offers, and help prospects to understand and acquire what they need."

In particular, Coulson-Thomas finds: "People need help when undertaking difficult jobs. A person can know all there is to know about the properties of paint and the theory of painting and drying, but without a paint brush the paint stays in the tin."

Help is at hand. The Professor explains: "Enlightened and pioneering companies are equipping their people with practical and cost effective support tools that make it easy for them to understand complex issues and do difficult jobs. As a consequence understanding is increased and management of change problems are avoided."

Incorporating the findings of Coulson-Thomas’ research programme can magnify the benefits achieved. He reports: "The biggest improvements in performance occur when critical success factors for key corporate activities such as winning business and the winning ways of high performers are built into the tools companies provide."

Coulson-Thomas emphasises: "The best results are achieved when the support provided makes it very easy for someone to undertake a difficult activity and do well. Support tools can be provided that enable people to learn from each application so increasing their capability and confidence."

There are other benefits. Coulson-Thomas reveals that: "Building controls into the support provided can speed up responses and cut overhead costs, while liberating people to respond in a bespoke way to the requirements of individual customers."

All this can be achieved without costly implementation plans or heavy expenditure on ‘the management of change’. Coulson-Thomas is convinced that for most companies there is a better way: "People do not need motivational programmes that aim to change their attitudes and beliefs or set them on fire. They just need to be helped to do complex activities in a winning way."

Coulson-Thomas’s research concentrates upon identifying critical success factors and what high performers do differently in areas that are vital for corporate success. Findings are summarised in a series of research reports and his latest book ‘Winning Companies; Winning People, the differing approaches of winners and losers’ which is published by Kingsham Press ( Price £19.95 plus postage and packing) and can be ordered from

Details of all books and reports resulting from the Winning Companies; Winning People series of investigations are available from Information on findings and resources relating to winning more business can be found on Information about support tools that can incorporate critical success factors and winning ways can be found on

Companies can also now compare their winning business, customer relationship and purchasing practices with their peers and high performing winners. Details of bespoke benchmarking and other services including a programme of workshops covering critical success factors and winning ways in particular areas can be obtained from

Prof. Colin Coulson-Thomas has advised the boards of over 100 companies on how to improve board and/or corporate performance, reviewed the processes and practices for winning business of over 100 companies, authored over 30 books and reports, and presented at over 200 national, international and corporate events in 35 countries. He can be contacted by Tel: + 44 (0)1733 361149, Email: or via
Company: Adaptation Ltd
Contact Name: Colin Coulson-Thomas
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Contact Phone: +44(0)1733361149

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