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Focusing on Excellent Target Achievement, Martha Tilaar Group Adopts 4DX
As one of the largest cosmetics companies in Indonesia, Martha Tilaar Group set a 4DX to be one of the company's right strategy to achieve excellent targets. 4DX is short for 4 Disciplines of Execution, a management concept that emphasizes four disciplinary attitudes that will lead to success in the execution of a strategy. 4DX was born based on Franklin Covey's survey of CEOs and 12,000 US workers. The survey results prove that the most difficult challenge in running the strategy is the execution. Found are four factors that cause execution failure, that is not knowing the target, do not know how to reach the target, do not measure its score (do not know when or where to stop) and inconsistency (responsibility) in reaching the target.
From four factors which causing failure of execution, formulated four disciplines that must be done when executing the plan:
- Focus on the wildly important goals. The most important thing is to focus on the goal. In the making of the target, MTG’s management set a maximum of only three targets. According to survey conducted by Franklin Covey, more and more targets set will make the company lost its focus. Targets that have been defined must be formulated specifically to be achievable.
- Act on Lead Measured. The actions taken should be in accordance to a predefined measure.
- Keep a compelling scoreboard. Scoreboard helps everyone to see if the work done has reached its target or not. So everyone can continuously evaluate their performance.
- Create a Cadence Accountability. Creating an accountability report for things that already done is necessary. This report is also an evaluation material for people to look at the extent of which their efforts have been effectively made in achieving the target.
4DX is considered as a succeed concept when established goals can be achieved. In executing this concept, commitment is the key. Both leaders and employees must be committed to run all the things that have been determined. If there is one that does not commit, then this system can not run. 4DX Management System has been implemented in several units of Martha Tilaar Group companies, including PT Cedefindo, PT SAI Indonesia, and manufacturing division of PT Martina Berto Tbk.
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