Renewal is driven by a variety of forces. That process usually unfolds within the context of a model we call the “Renewal Cycle.” This cycle spells out a simple four-step explanation of change.
The process starts with two axes.
The horizontal axis details the focus of change—internal or external. When companies increase their focus on internal changes, they often can’t focus as well on external concerns, such as customer satisfaction. Vice versa, when focus is trained outside in the search for new markets, internal processes tend to get lost in the shuffle.
Meanwhile, the vertical axis relates to the size of change. An organization with large-scale change taking place would be at the top; one with no changes would be at the bottom.
The axes combine to create four quadrants, which we have named Gaming, Framing, Claiming, and Taming. Most of the time will be spent in the fourth quadrant, Taming—that’s where improvements are made to the “bottom-line,” cost cutting, and performance improvement. That’s also where most of the money is made—thus people are usually loathe to move out of it.
It usually takes something out-of-the-ordinary to force renewal. We like to call this the “catalytic event.” In practice, the catalytic event is usually traumatic, or at least threatening. A takeover, a new competitor, an economic slowdown, even the death of a CEO—all change your universe so sharply that you can’t go back to the old way no matter what. But having been forced to make the leap, the company will then move through the remaining three quadrants in a logical sequence, ultimately settling in a new Taming environment…until the cycle starts again.
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Where do I fit in the Renewal Cycle?
We've identified eight different personality types in the Renewal Cycle. Find out where you fit in.
What are the differences between countries in the Renewal Cycle?
We've surveyed in countries around the world, finding out where different countries' populations are in the cycle. Find out where the US, China, Japan and Germany fit into the cycle.
What does the Renewal Cycle mean for my organization?
We've identified several ways in which the Renewal Cycle can impact your business. Find out more and find out how you can order a Renewal Cycle Assessment for your organization.
Who's responsible for the Renewal Cycle?
The team at The Attention Company has established the Renewal Cycle as one of the many ways to help businesses find out how they can overcome obstacles and help their people succeed. Find out more about the Attention Company.
Has anything been written on the Renewal Cycle?
Yes. John Beck and Mark Fuller have written a book about the Renewal Cycle in Japan that predicted Japan's current economic resurgence called "Japan's Business Renaissance." Find out more about it here.
Find out what the press had to say about our book here.
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