Why Uniting Expectations is so important


I teach a graduate class at Concordia University on Global Marketing in the Digital Era. Our text is authored by Warren Keegan who writes,

“…business processes are the real value-creating activities of this generation of business design. Process-based value creation will allow everyone in the ‘Marketing Company’ to think and take action with respect to their marketing activities, whether they are in the budget and finance department, IT, manufacturing or R&D departments. Quality should be customer-defined…cost should be minimized (relatively), and delivery should be in-time.”¹

The text also reminds us of classic tenets:

“The enterprise has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. (Drucker)

“Marketing is too important to be left to the marketing department.” (David Packard)

“A good chief executive officer should be a chief marketing officer.” (Al Ries)

“Strategy is deciding what to do and what not to do.” (Porter)

Marketing is everything. It’s about making strategic decisions like targeting, segmentation, product development, channel management, sales, and everything else that results in sustaining and growing the enterprise.

In our practice here at GroPartners, business success boils down to the ultimate equation:


When customer experience equals (or exceeds) customer expectations, commerce flows. That’s why we believe uniting expectations should be the fundamental focus of every brand.

How can managers activate all this thought leadership for improved business results? The RAPPORT Process® is a practical process package that provides a simple framework to activate business results through uniting expectations. It’s compatible with Kaizen, Lean, and Six Sigma. If you’re interested in learning more about how to implement the RAPPORT Process to streamline your organization, contact me today for details.

Here’s to delivering on expectations!

Greg French
Founder, GroPartners Consulting


¹Keegan, Warren J. Global Marketing Management (8th edition). Boston. Pearson Education, Inc. 2014