How to Build an Exponential Sales and Customer Engagement Organisation? (Part I)

Mila Budeva
Mila Budeva
Apr 13, 2017

Airbnb and Uber are obvious examples of Exponential Organisations, disrupting the hotel and taxi industries, succeeding without owning a single room/car. However, ExponentialOrganisations are not limited to Silicon Valley tech start-ups.


Consumer goods companies – with their vast distributed supply chain operations and decentralized deskless workforces - are prime candidates for innovative use of exponential methods. In this context, the benefits and applications of exponential techniques are perhaps most apparent in the design and execution of route to market operations.


In this paper, we source inspiration from Ismail’s book and look at how the attributes of an Exponential Organisation can - and are being - implemented in the manufacturing and retailing of fast moving consumer goods. Zooming in on the route to market process, we pay particular attention to the opportunity for consumer goods companies to build exponential sales and customer engagement organisations.