The key condition for an organisation to build and harness the evidence-based culture is to unify behind a set of evidence-based beliefs. The desired state is that the beliefs are institutional – high (above 75% agree) and wide (the majority of the organisation and definitely the top 100) – aligned behind an approach that is more likely to grow your brands.
The Ehrenberg-Bass Institute’s evidence-based knowledge audit investigates how well those beliefs are institutionalised in fundamental areas related to growth. It also considers the alignment on key business challenges amongst those interviewed.
