Corporate strategy begins with an understanding of the current state of the firm. The state of a company can be defined in multiple ways and my corporate framework uses leader, obsolete, stressed, and distressed. Corporate leadership is generally well understood – the company and the economy are doing well and the executive team’s goal is to remain ahead of the competition and in tune with its clients’ needs by innovating. However, the phrases corporate turnaround, corporate transition and corporate transformation are often used, especially in challenging economic times, but there is no clear agreement amongst business executives and board directors as to what these terms mean. This confusion in terms of defining the state of the company usually leads to catastrophic strategic failure since any strategy that does not understand the current state of the company cannot address the issues faced by the company.
Disagreement about these issues is partly due to a lack of a general consensus on definitions but also partly due to the negative connotations they can evoke. In the minds of business executives the phrase “turnaround” immediately signals a distressed company which is considered an unacceptable message. At this point minds close. Executives avoid discussing what distressed might mean in this context and why it should be considered unacceptable. At one end of the scale are companies with large negative cash flows, no cash, no current assets, high short term debt, and facing legal action. Such a company is easily understood to be distressed. But at the other end of the scale is a company with multiple product/service lines that have high barriers to entry, each generating strong free cash flow. This is a successful company. The question is where on this scale does a company switch from distressed to a leader?
This question can be decomposed into three questions: 1. What is the corporate health scale that we are using? 2. What are the possible corporate states a company can be in? and 3. Where on the scale is each corporate state positioned?