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GOCU Method GOCU (G=Growth, O=Solid State, C=Chaos, U=Unbalance) n Four business-worlds. All very different from each other. In Solid State companies (Certainty Seeker) stay what they are for a long period of time. In those institutes a vast number of rules, visions and values exists. These shared values are of vital importance for the way these firms behave. Examples of Solid State Companies are: Alcoa (aluminum), International Paper. JP Morgan banking. These firms can deliver high quality products over a long period of time. Operating in rapidly changing markets is more difficult, as is innovation of both product and market. The certainty of both product and market makes it possible to develop such vast beliefs. In the today situation it is not easy for companies/entrepreneurs like these to develope, when customers choose other products these companies can't change in time. Growth corporations (Perspective Seeker), develope in time on a step by step basis. When you visit such a company once a year, you'll see that much is changed in that period of time. When you work or manage inside these firms changes take place at a moderate speed, most employees are able to follow these adaptations. The driving force behind Growth corporations is management. And all kinds of management tools, like budgeting, structuring and control. In many cases a solid set of beliefs is supporting the staff. Rapidly changing markets are somewhat difficult as is innovation. In many Growth companies there is a shortage of innovators. Examples: Most firms are big, they have great influence on the market, like Du Pont, Citi Bank, Eastman Kodak, General Motors. The latter is a good example of a Growth company in a volatile market, they are simple not adaptive enough. NB: I wrote this 2 years ago. Now we see that these companies are on the edge of destruction. Hopefully small parts of those companies are volatile/creative enough to find new ways, like introducing electric driven cars (GM, Chrysler, Ford). They need to have a GOCU profile 'Chance Seeker' or better: 'Limit Seeker'. Unbalance companies (Chance Seeker), are capable of changing rapidly. In many cases these companies are somewhat smaller than the Solid States and Growths. Or they have a flexible structure. The top employees operate relatively low in the organization, because they are very customer oriented they are on top of the market. These companies are somewhat more difficult to manage, the market-players are a powerfull group. Innovation is very specific market oriented. Strong values and beliefs are less important. Examples: McDonalds, 3M, United Technologies and Wal Mart. In the actual situation we can see that these companies are not able to change their products/innovation strategy. The customers simply make other choices and these market oriented companies can't change their product portfolio fast enough. Chaos corporations (Limit Seeker), are very innovative, operating on markets with highest uncertainy. Most innovations come from creative individuals with a good internal network. Innovation is hard to manage and even harder to predict, so management and solid shared values are less important. Beliefs change over night if necessary. Examples: most ICT firms, like Apple or Google, Intel, ASML. Chaos corporations give the world new product/markets. The products of tomorrow are developed in the attics of today. As Gifford Pinchot III stated: an innovator is a dreamer who does. In the rapid changes of today we see that some Limit Seeking companies perform better than others. ASML for instance has problems because of the down turn of the chip market. No chips simply mean: no sales of chip producing machines. Apple, Google are fast movers and are succesful even in this specific time frame.
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