Finally, a much needed game changer. Good behaviour has now been directly linked to commercial value. Based on academic models, a new field called Behavioural Intelligence uses science and strategy tools to track how positive activities, or competences, and convert into commercial value.
Using a points system the model benchmarks a hierarchy of competences allocating a score that signifies the leverage it has on total value and whether it is transferrable into a commercial or currency amount. This provides a business or individual with a granular map of what they are doing that increases or decreases value, reflecting the marketability of product, service, business or with individuals, their success in the job market.
Customer and employee engagement and loyalty are continuing to decline with every generation. Behavioural Intelligence goes a long way to provide a concrete explanation to why. Since the 1990s, research in emotional intelligence has driven changes in learning both in schools and organisations. As these new generations who are already emotionally aware and literate enter the workplace, they are finding that businesses are not. All types of industries are being managed with old fashioned methods, from creative agencies to consumer goods. The emotional connection is lacking. As more millennials with high EQs enter executive positions, what they need to develop their personal and professional management resources is not more emotional intelligence but a better understanding of what behaviours to choose in which context and what impact to expect.
More often than not, when the consultants are brought in to review the feasibility of a business, it’s already too late. They mainly focus on general trends and marketing statistics rather than the ability of the staff to create an exceptional offering within their market. They often dismiss the human element, the many years of experience and the true value of loyalty and optimism. By focus on creativity rather than cuts, optimism rather than expense, action rather than stagnation, Behavioural Intelligence provides a structured approach to the change process.
Behavioural Intelligence will change the landscape of how we all do business. By making the value exchange open and transparent, it is the ultimate value-for-money algorithm. It calculates current and maximum value creation potential, identifies the relevant behaviours and adapts them by business unit, structure, function and even down to individual roles. It has the potential to disrupt the pattern by which companies hire, fire and develop staff, strategies and products.
More importantly, the Behavioural Intelligence model provides a lifeline to businesses that have cut back, especially those that have done so several times and are still in crisis. By providing a redirection to generative activities, these businesses can start rebuilding value and increasing their financial health. The model compounds the competences required to identify opportunities, develop the ability to turn ideas into projects and bring innovations to the market that can support their competitiveness.
In addition, as the model is scalable, it provides the individual staff and team competences that increase employee motivation, creativity and overall enthusiasm, which after a long period in a challenging climate, is what a business needs most to regain an edge.
In these early days, it looks promising that Behavioural Intelligence will bring simplicity, clarity and certainty to a VUCA world. A modus operandi, it will drive commercial priorities, investment, structure and strategies as well as HR management procedures like compensation and L&D.
Until now businesses have thought of value in different ways across the organisation. Behavioural Intelligence connects cultural values to brand values to shareholder value in a comprehensive and congruent manner. It provides the recipe for staff to create value, the systems by which efficiencies can be leverage, the stages at which values are exchanged externally and by what extent. The algorithm calculates current and potential marketable value.
Behavioural Intelligence puts the success of an organisation (or individual) under the internal control. While there will always be external market trends and threats, perhaps its about time that a new science comes about that enables us to understand what makes certain companies thrive while others become extinct.
As more and more companies decide to take the positive route to survival, we will understand more about Behavioural Intelligence and its impact. In the meantime, there are many businesses with nothing left to lose. Those are the business that will provide the most extreme cases of application.