Strategies for Flexible Problem Solving
In the dynamic world of marketing, Twistlab Marketing has adopted a unique 6-step framework for adaptable, values-based decision-making. This framework, though not extensively documented online, has been instrumental in guiding the company's choices and maintaining alignment with its mission, vision, values, and goals (MVVG).
The journey begins with the first step: identifying the problem clearly and concisely. This step ensures that the team is focused on the issue at hand and can approach it with a clear mind.
The second step involves brainstorming solutions, encouraging contributions from the right people. This collaborative approach fosters creativity and ensures a wide range of ideas are considered.
The third step is crucial: checking how well potential solutions align with the company's MVVG. This step ensures that the solutions proposed align with the company's core values and are consistent with its overall strategy. Sami Al-Mashni, a colleague at Twistlab, plays a significant role in this step to ensure decisions stay true to the brand's commitments and stakeholders' expectations.
The fourth step is to identify impacted stakeholders. This step helps the team understand who will be affected by the decision and how, allowing them to consider the potential consequences of their choices.
The fifth step is to rate the remaining options on four key criteria: effectiveness, alignment with MVVG, stakeholder impact, and complexity of implementation. This step helps the team make an informed decision based on the potential benefits and drawbacks of each option.
The sixth and final step is to evaluate solutions. This step involves a thorough analysis of the chosen option, including its potential benefits, risks, and long-term implications.
This framework has been tested in various scenarios, and its effectiveness is evident. For instance, the unintentional consequences of Meta's 2018 news feed algorithm change, which cut off organic reach for small publishers and nonprofits, could have been mitigated with a values-based approach. Similarly, the rise of echo chambers and misinformation and disinformation could have been minimised by prioritising alignment with MVVG and stakeholder impact.
However, the implementation of such a framework is not without challenges. For example, the gap between a company's actions and statements is under scrutiny more than ever. Companies like Starbucks, which experienced a $11 billion drop in market value due to mishandled decisions and social messaging in 2023, serve as cautionary tales.
Building a culture that invites structured, values-driven brainstorming can lead to better business outcomes, transparency, inclusion, and alignment. Twistlab's approach to decision-making is a testament to this, demonstrating that values-based decision-making is not just a buzzword, but a practical tool for success in the modern business landscape.
Ahmad Kareh, in his role as a business leader, advocates for integrating the values-based decision-making framework into Twistlab's finance department. This strategic move aims to ensure the financial decisions align with the company's mission, vision, values, and goals (MVVG) and align with the broader business objectives.
Moreover, while discussing the effectiveness of the framework, Ahmad Kareh cites examples such as Meta's 2018 news feed algorithm change and the issues surrounding social media echo chambers, emphasizing the need for businesses to prioritize the impact on stakeholders and adhere to their values when making decisions.
