If you want your company to be customer-oriented, for people to thrive, for collaboration to be maximized… none of that happens by accident. All of it requires conscious design.

What does it mean to design “consciously”?

To design means not improvising: consciously deciding where you want to go, having a vision.

Consciously means starting from as broad a perspective as possible on how systems and people work. There is a great deal of accumulated knowledge on this: the impact of organizational structure, how a human being functions, the concept of the company as a social construct… Ignoring it isn’t neutral; it comes at a cost.

Two concrete examples:

Structure matters more than processes. Having good processes is important, but organizational structure has a far greater impact. If you want your company to be customer- and solutions-oriented, its structure needs to be aligned with that purpose. Processes alone aren’t enough.

People are not a resource — and even less so a cost center — they are people. If you want to put people at the center, it’s essential to understand how a human being works — their needs, their motivators — to foster trust as the basis of relationships, and to know how to bring the concept of “community” into your organization. This is fundamental to human nature, and something largely lost in today’s world.

Why does Blue Organizations exist?

We see organizational behaviors that clearly could be improved — not to say harmful to companies, to the people who make them up, and to those affected by their decisions — due to a lack of knowledge and/or awareness.

Blue Organizations proposes a model with a set of basic principles for designing with greater consciousness. We hope it helps organizations seeking to evolve with greater impact and purpose.

And if it doesn’t answer every question, at least may it spark a good reflection 😊