Jul 21, 2021 at 12: 20 pm

What is ‘the idea of the firm’?

This foundational question can fuel explorative discussions. Even then, the choice is highly delicate, careful and deliberate.

Christian Rangen

3 MIN READ

The question, “so, what business are you in” has promoted many CEO and CSO-level conversations, often leading into a deeper discussion around “what is actually your ‘idea of the firm’?”.

In our work and research, we find that this simple question is a genuinely powerful way to start a conversation on transformation. We also find that successful transformation cases often point back to a specific time or event when they explicitly decided they had to, or already had, shifted the idea of the firm.

So, what is ‘the idea of the firm’?

At its most basic level, ‘the idea of the firm’ is who are we, why do we exist and who do we want to be, all bundled into one statement or one sentence. It should be deep, foundational, yet also simple, easily communicative and easy to grasp.

It should be aspirational, something to strive for. It should also be ambitious, something bold and future-oriented. In the foundational strategy tool, Strategy Intro, we call this “Ambitions”

‘Idea of the firm’

  • Are we a newspaper company or a media company?
  • Are we a media company or a tech company?
  • Are we a publisher or are we a shaper of the media of the future – today?
  • Are we a train company or a future-oriented mobility company?
  • Are we a car manufacturer or a mobility solutions company?

You probably recognize some of these questions and the companies behind them. You may also have similar questions yourself.

Your ‘idea of the firm’

These are just a handful of the foundational questions, the very ‘idea of the firm’ questions we have met in the last few years.

These are not easy to answer.

In fact, they can fuel explorative discussions, often stretching over years before the organization is able and willing to make a decisive choice. Even then, the choice is highly delicate, careful and deliberate.

In our framework, the 10 Principles of Transformation, we encourage the pursuit of strategic dilemmas, as these strategic dilemmas may provide new lenses to unlock new perspectives and new growth opportunities far outside your traditional core business.

So, what is your ‘idea of the firm’ and how do you see it changing in the coming decade?

CASE: EQUINOR

From Oil & Gas Company to Energy & Technology Company

Case in point is Equinor, who shifted from being an Oil & Gas Company to become a broad-based Energy & Technology Company.

In 2018, CEO Eldar Sætre published a manifesto titled “From Oil Company to Broad Energy Major”. In this manifesto, which was published both internally and externally in major newspapers, Mr. Sætre laid out a vision and high-level roadmap to transform Equinor into a leading global energy company.

With this publication, many on-going conversations on the future of the company aligned into a clear shift in ‘the idea of the firm’ for Equinor’s 20.000+ staff, aligning them around a three-step strategy to balance the Core, Growth & Explore areas of the company.

We have been privileged to follow this Transformation Journey closely over the past seven years. Today we are optimistic on behalf of the company, but also recognize there are a number of strategic dilemmas, accelerating shifting investor expectations and an overall rise in the market cap of pure play clean energy companies, all pushing into the transformation narrative at Equinor.

Equinor’s ‘Idea of the firm’

Seeing opportunity in the transition to a low-carbon future

Equinor CEO Eldar Sætre explains how his company is putting its weight behind the Paris Agreement and seizing the opportunities presented by changes in global energy markets. “We must be part of the response to the challenges facing the world,” he says.

To succeed over time, the internal pace of change in a company must exceed the rate of change externally. Equinor is no exception, and three areas are important:

  • They will produce oil and gas that the world needs, competitively and with lower greenhouse gas emissions.
  • They will grow significantly within renewable energy with an ambition to invest around NOK 100 billion over the next few years.
  • They will actively stress-test our business to ensure that we are competitive in a low-carbon future.

From…… to….

Where are you heading from… and to?

Are you able to clearly articulate your journey in three simple steps?

Do you have a clear Transformation Roadmap in place?

Is this fully understood by your organization and well-implemented with new KPIs, leadership behaviors, new talent development programs, strategic acquisitions and a clear story to the financial markets?

_______________________________

If you want to dig deeper into the tools, case studies and methodology behind Building the Transformational Company, register here for our 5 week online certification program starting on September 16, 2021. For more insights on how to build your own transformational company, download the Building the Transformational Company report here.

Christian Rangen

Christian Rangen

Strategy & transformation advisor to companies, innovation clusters, ecosystems and governments around the world.

Share

Join the conversation

256 Comments

  1. Jamesbop

    buy amoxicillin 500mg capsules uk: can i buy amoxicillin online where can i buy amoxicillin over the counter uk

  2. CharlesNak

    Commonly Used Drugs Charts.
    order generic propecia for sale propecia tablet
    Cautions.

  3. Larryses

    pills for erection impotence pills ed drug prices

  4. Larryses

    amoxicillin 500 mg tablet price: order amoxicillin 500mg buy amoxicillin 500mg uk

  5. ClaudeNossy

    where to buy cheap mobic without prescription: can you buy mobic without rx – cost of generic mobic without a prescription

  6. CharlesNak

    earch our drug database.
    amoxicillin discount coupon amoxicillin 50 mg tablets – order amoxicillin online
    Commonly Used Drugs Charts.

  7. Larryses

    ed meds online without doctor prescription new ed drugs medication for ed

  8. Albertchank

    purple pharmacy mexico price list: medicine in mexico pharmacies – buying from online mexican pharmacy

  9. Freddybiorn

    mexican mail order pharmacies: medicine in mexico pharmacies – buying prescription drugs in mexico

  10. Albertchank

    reputable indian online pharmacy: world pharmacy india – mail order pharmacy india

  11. Freddybiorn

    indian pharmacies safe: top online pharmacy india – buy prescription drugs from india

  12. Albertchank

    top 10 pharmacies in india: india online pharmacy – world pharmacy india

  13. Freddybiorn

    canadian discount pharmacy: my canadian pharmacy – trusted canadian pharmacy

  14. Freddybiorn

    indian pharmacy online: top online pharmacy india – Online medicine home delivery

  15. MichaelLam

    ivermectin 1% cream generic ivermectin 12 ivermectin price uk

  16. Robertsharl

    п»їpaxlovid: paxlovid india – paxlovid cost without insurance

  17. WilliamPydAy

    paxlovid pharmacy: paxlovid for sale – paxlovid pharmacy

  18. Georgedop

    buying prescription drugs in mexico online: medicine in mexico pharmacies – buying from online mexican pharmacy

  19. onmic

    onmic hello my website is onmic

  20. sx26/2

    sx26/2 hello my website is sx26/2

  21. iproyal

    iproyal hello my website is iproyal

  22. betwin

    betwin hello my website is betwin

  23. data hl

    data hl hello my website is data hl

  24. Nice

    Nice hello my website is Nice

  25. tawon4d

    tawon4d hello my website is tawon4d

  26. Michaelnossy

    To understand true to life scoop, adhere to these tips:

    Look fitted credible sources: https://www.wellpleased.co.uk/wp-content/pages/which-technique-is-the-most-effective-for.html. It’s eminent to safeguard that the expos‚ origin you are reading is reliable and unbiased. Some examples of reliable sources tabulate BBC, Reuters, and The Modish York Times. Announce multiple sources to stimulate a well-rounded sentiment of a precisely news event. This can help you get a more over paint and dodge bias. Be in the know of the perspective the article is coming from, as constant reputable report sources can have bias. Fact-check the gen with another commencement if a news article seems too lurid or unbelievable. Always fetch unshakeable you are reading a current article, as scandal can change-over quickly.

    By following these tips, you can evolve into a more au fait dispatch reader and more wisely understand the everybody around you.

  27. DavidDaL

    Absolutely! Finding news portals in the UK can be overwhelming, but there are scads resources at to cure you think the unexcelled identical as you. As I mentioned before, conducting an online search with a view https://drsophie.co.uk/wp-content/pages/what-happened-to-katie-walls-on-spectrum-news.html “UK hot item websites” or “British information portals” is a vast starting point. Not but will this give you a encyclopaedic tip of communication websites, but it determination also provender you with a better savvy comprehension or of the in the air communication prospect in the UK.
    On one occasion you secure a file of embryonic account portals, it’s powerful to estimate each anyone to choose which upper-class suits your preferences. As an case, BBC Advice is known in place of its disinterested reporting of report stories, while The Keeper is known quest of its in-depth analysis of partisan and sexual issues. The Unconnected is known for its investigative journalism, while The Times is known for its business and wealth coverage. By concession these differences, you can choose the information portal that caters to your interests and provides you with the rumour you want to read.
    Additionally, it’s worth looking at local despatch portals with a view specific regions within the UK. These portals provide coverage of events and news stories that are relevant to the область, which can be firstly cooperative if you’re looking to keep up with events in your neighbourhood pub community. In behalf of exemplar, provincial good copy portals in London number the Evening Paradigm and the Londonist, while Manchester Evening Talk and Liverpool Repercussion are stylish in the North West.
    Inclusive, there are tons bulletin portals accessible in the UK, and it’s high-ranking to do your inspection to see the united that suits your needs. By means of evaluating the unalike news broadcast portals based on their coverage, style, and article angle, you can select the song that provides you with the most apposite and captivating info stories. Good destiny with your search, and I anticipation this tidings helps you find the practised dope portal suitable you!

  28. Francisplato

    world pharmacy india: Medical Store in India – best online pharmacy india

  29. Francisplato

    online pharmacy india: indian pharmacy – india pharmacy mail order

  30. DennisPat

    mexican pharmaceuticals online: medicine in mexico pharmacies – reputable mexican pharmacies online

  31. RickeyBraig

    Pharmacie en ligne France – acheter mГ©dicaments Г  l’Г©tranger

  32. RickeyBraig

    acheter mГ©dicaments Г  l’Г©tranger – Pharmacie en ligne fiable

  33. Michaelwrevy

    pharmacy website india: indianpharmacy com – indianpharmacy com

  34. Rogercox

    Their adherence to safety protocols is commendable. medicine in mexico pharmacies: mexico drug stores pharmacies – buying prescription drugs in mexico

  35. Rogercox

    Their commitment to international standards is evident. canada cloud pharmacy: thecanadianpharmacy – www canadianonlinepharmacy

  36. Rogercox

    Their worldwide pharmacists’ consultations are invaluable. mexico drug stores pharmacies: purple pharmacy mexico price list – mexican online pharmacies prescription drugs

  37. Rogercox

    Their international collaborations benefit patients immensely. pharmacies in mexico that ship to usa: п»їbest mexican online pharmacies – mexican online pharmacies prescription drugs

  38. Felixwag

    reliable canadian pharmacy: canadian pharmacy prices – canadapharmacyonline com

  39. Rogercox

    A modern pharmacy with a traditional touch of care. pharmacy com canada: canadapharmacyonline legit – northwest pharmacy canada

  40. Felixwag

    canadian pharmacy 24 com: canadian pharmacy – canadian online drugs

  41. Rogercox

    Their medication therapy management is top-notch. top 10 online pharmacy in india: best online pharmacy india – top 10 pharmacies in india

  42. Bobbytaw

    A reliable pharmacy that connects patients globally. http://edpillsotc.store/# erection pills

  43. Felixwag

    buy generic zithromax no prescription zithromax 1000 mg online zithromax generic price

  44. Gregoryaledy

    The widest range of international brands under one roof. zithromax capsules: buy zithromax – zithromax 500mg over the counter

  45. Bobbytaw

    A pharmacy that’s globally recognized and locally loved. http://doxycyclineotc.store/# doxycycline tablets in india

  46. Clintloake

    Their medication synchronization service is fantastic. http://mexicanpharmacy.site/# buying prescription drugs in mexico

  47. Dennisovemi

    Top 100 Searched Drugs. http://drugsotc.pro/# canadian pharmacy victoza

  48. CharlesSumuh

    indian pharmacy world pharmacy india best india pharmacy

  49. Clintloake

    Impressed with their dedication to international patient care. https://mexicanpharmacy.site/# mexican mail order pharmacies

  50. Clintloake

    Providing global access to life-saving medications. http://drugsotc.pro/# best online pharmacy for viagra

  51. CharlesSumuh

    top mail order pharmacies mexican pharmacy online canadian pharmacy no scripts

  52. Clintloake

    A game-changer for those needing international medication access. http://mexicanpharmacy.site/# mexican rx online

  53. Stevendaync

    neurontin 800 pill: neurontin 400 mg price – neurontin 300 mg coupon

  54. Jamesbit

    mexican mail order pharmacies : mexico online pharmacy – mexican pharmaceuticals online

  55. Jamesbit

    mexico pharmacies prescription drugs – mail order pharmacy mexico – medicine in mexico pharmacies

  56. CharlesFal

    medication from mexico pharmacy or mexico online pharmacy – buying prescription drugs in mexico online

  57. Jamesbit

    mexican border pharmacies shipping to usa : mexico pharmacy price list – mexican pharmaceuticals online

  58. RalphNit

    ivermectin gel: stromectol order online – ivermectin 0.08 oral solution

  59. Larryfut

    https://mobic.icu/# buy mobic without dr prescription

  60. ErnieOdova

    minocycline antibiotic: ivermectin virus – generic ivermectin for humans

  61. ErnieOdova

    can i buy generic mobic without dr prescription: buy mobic – can i buy mobic pill

  62. Briansnafe

    indian pharmacies safe: top online pharmacy india – Online medicine home delivery indiapharmacy.pro

  63. DavidSoaws

    canadian pharmacy oxycodone: canadianpharmacymeds com – legitimate canadian pharmacies canadapharmacy.guru

  64. Briansnafe

    canada ed drugs: best rated canadian pharmacy – canadian pharmacy in canada canadapharmacy.guru

  65. Briansnafe

    canadian pharmacy tampa: canadian drug – canadian discount pharmacy canadapharmacy.guru

  66. DavidSoaws

    Online medicine home delivery: india online pharmacy – online pharmacy india indiapharmacy.pro

  67. Briansnafe

    pharmacies in mexico that ship to usa: buying prescription drugs in mexico – mexican online pharmacies prescription drugs mexicanpharmacy.company

  68. Briansnafe

    canadian family pharmacy: canadian pharmacy meds review – safe canadian pharmacy canadapharmacy.guru

  69. DavidSoaws

    canada drugs online: canadian valley pharmacy – online canadian drugstore canadapharmacy.guru

  70. Briansnafe

    canadianpharmacymeds com: canada discount pharmacy – canadian medications canadapharmacy.guru

  71. DavidSoaws

    cheapest online pharmacy india: india pharmacy – world pharmacy india indiapharmacy.pro

  72. Briansnafe

    buy medicines online in india: indian pharmacies safe – buy prescription drugs from india indiapharmacy.pro

  73. Briansnafe

    canadian pharmacy no scripts: canadian pharmacy 24h com safe – pharmacy canadian superstore canadapharmacy.guru

  74. DavidSoaws

    canada pharmacy online: reputable canadian pharmacy – pharmacies in canada that ship to the us canadapharmacy.guru

  75. DavidSoaws

    best mail order pharmacy canada: canada rx pharmacy – canadian pharmacy ltd canadapharmacy.guru

  76. Briansnafe

    online canadian pharmacy: www canadianonlinepharmacy – canadian pharmacy oxycodone canadapharmacy.guru

  77. Briansnafe

    safe canadian pharmacies: canadian drug stores – canadian pharmacy store canadapharmacy.guru

  78. RobertGoons

    buying cheap clomid: where buy clomid – can i purchase generic clomid

  79. WillieCah

    doxycycline without prescription: order doxycycline online – order doxycycline online

  80. Timothycig

    generic for doxycycline: doxycycline 100mg price – doxycycline tablets

  81. RobertGoons

    buying cheap clomid no prescription: clomid no prescription – clomid no prescription

  82. RobertGoons

    propecia for sale: generic propecia online – generic propecia without insurance

  83. RobertGoons

    prednisone brand name in usa: prednisone 2 5 mg – prednisone prescription online

  84. JamesNeams

    http://clomid.sbs/# how to get cheap clomid without a prescription

  85. RobertGoons

    can you buy prednisone over the counter uk: buying prednisone mexico – prednisone 300mg

  86. WillieCah

    where to buy clomid without dr prescription: get clomid no prescription – how can i get cheap clomid online

  87. WillieCah

    order prednisone on line: prednisone pill 20 mg – buy prednisone 40 mg

  88. Josephdew

    cheap erectile dysfunction: online ed medications – medications for ed

  89. RichardvoB

    what is the best ed pill erection pills ed meds online

  90. RichardvoB

    Levitra tablet price Buy Vardenafil online Generic Levitra 20mg

  91. Josephdew

    mens erection pills: erection pills online – best pill for ed

  92. RichardvoB

    Buy Vardenafil 20mg online Generic Levitra 20mg Cheap Levitra online

  93. RichardvoB

    п»їkamagra п»їkamagra Kamagra Oral Jelly

  94. RichardvoB

    Cheap Levitra online Buy Vardenafil online Buy Vardenafil online

  95. Charlesjon

    lisinopril 40 mg discount buy lisinopril lisinopril 10 mg 12.5mg

  96. ScottwaynC

    prinivil price: buy lisinopril online – buy prinivil online

  97. Charlesjon

    how to get amoxicillin over the counter buy amoxil amoxicillin online purchase

  98. ScottwaynC

    ampicillin amoxicillin: buy amoxil – amoxicillin 500 mg brand name

  99. ScottwaynC

    ciprofloxacin over the counter: cipro ciprofloxacin – buy generic ciprofloxacin

  100. Richardpurse

    buying prescription drugs in mexico: mexican medicine – mexican border pharmacies shipping to usa

  101. Richardpurse

    overseas no rx drugs online: Top mail order pharmacies – canadian pharmacy voltaren

  102. RobertKib

    online drugstore: online meds – best online mexican pharmacy

  103. RobertKib

    online prescription: cheap drugs online – mexican pharmacy testosterone

  104. Richardpurse

    canadian medicine: Mail order pharmacy – canada drug pharmacy

  105. MichaelpHirm

    cheap wellbutrin sr: generic wellbutrin price – wellbutrin australia cost

  106. MichaelpHirm

    generic neurontin cost: buy gabapentin – medicine neurontin 300 mg

  107. MichaelpHirm

    can you buy ventolin over the counter in australia: buy Ventolin inhaler – ventolin sale uk

  108. MichaelpHirm

    wellbutrin online no prescription: Wellbutrin prescription – how to get brand name wellbutrin cheap

  109. MichaelpHirm

    neurontin cap 300mg price: buy gabapentin – neurontin prescription coupon

Submit a Comment

Your email address will not be published. Required fields are marked *