This document presents a unified model that combines elements from Jim Collins' books "Good to Great" and "Good to Great for Non-Profits". The model centers around three circles - skill and product, passion, and resource engine. At the very center is talent, a big hairy audacious goal, reputation, and a hedgehog concept. The model describes inputs like time, talent and money that fuel the organization's output of mission impact. It also discusses the importance of discipline, measuring impact over costs, and how the system builds momentum like a flywheel. The document concludes with a case study of how the model applies to the Christian media ministry ReFrame.

1. A Unified Model of Good
to Great for Non-Profits
An improvement of Good to Great and
Good to Great for Non-Profits by Jim Collins

2. WHAT’S WRONG WITH
GOOD TO GREAT?

3. Disunity
• Good to Great and
Good to Great for Non-Profits
present excellent research, analysis,
and fundamentals for organizational
development
• BUT, the elements are
not well connected.

4. Coherence
• This unified model simply ties the
elements together into a single system
• Some minor elements from the books
conflict, so some adjustments are
necessary

5. THE CENTER

7. Circle 1: Skill & Product
• At what are you the best in the world?
• If you can’t be the best, you haven’t
figured out your core yet.
• This is a process of discovery,
narrowing, redefining, until you can
articulate it.

8. Circle 2: Passion
• What gets you excited?
• What are your values?
• Why do you show up every day?
• Non-Profits:
– What is your vision for a changed world?
– What is your mission to achieve it?

9. Circle 3: Resource Engine
• What is your source of energy, cash,
time, talent, facility?
• Non-Profits: Who and What fuels the
mission towards the vision?
• What is the Story that articulates how
you are changing the world?

11. THE VERY CENTER

13. Talent
• Talent is your chief asset
• Get the right people on the bus (and the
wrong ones off)
• (More on this to come)

14. BHAG
• Big Hairy Audacious Goal
• What is your practical but stretching
target
– towards your vision for the world
– driven by what you’re the best at?

15. Reputation
• Your reputation is the link in making
your goals & vision energize your
resource engine.
• It’s the gas pedal.

16. Hedge Hog Concept
• At the very center is a simple, single
goal by which all decisions are
measured.
• Like a hedgehog, you ball up, keep
your head down, and focus on one
thing, rejecting all else.
• Lots of things are opportunities and
good ideas, but do they advance your
Hedge Hog Concept?

18. INPUTS & OUTPUTS

20. Inputs
• Time
• Talent
• Money
• Storytelling
• These are your raw materials that feed
your system

21. Output
• For NPO, Output is never money.
– By definition, revenue is only an input,
never a measure of success.
• Your output is mission Impact
– How is the world changed?
– Count numbers
– Note stories
• Results are always outside your
organization (beware politics)

22. Measuring Output
• Count impact, then ask what did it
cost? Measure Cost per Impact
– Not ROI
• ROI by definition measures dollars returned for
dollars invested.
• Revenue is input, not output for NPO
– Impact on Investment (IOI)
• Track cost per impact unit over time to
measure your efficiency in your mission

24. DISCIPLINE AND
DISCIPLING

26. Disciplined Who
• Again, get the right people on the bus
• Get the wrong people off
• No Rock Stars: ambition is for
organization—beyond silos!
• Argue about decisions, then fall in line
behind them

27. Disciplined Who
• Put your best people on the biggest
opportunities, not the most prestigious
projects
• Never spend time trying to motivate:
– Desatisfiers can demotivate
– But if not self-motivated by vision,
– no motivation-games will help.
– You will only waste your time babysitting

28. Disciplined Thought
• This model is iterative: keep chipping at
it until clarity comes
• Confront Brutal Facts
– Make yourselves put it all on the table
• Ask questions to understand
• Keep Unwavering Faith in vision
– But it is not simply optimism,
– It’s understanding of where you’re going

29. Disciplined How
• Decisions are driven by your key metric
– You define it based on your hedgehog
– In for-profit, it’s likely profit-per-something
– In NPO, it’s Impact on Investment
– Cost-per-unit-of-impact
• Technology is not the core, but an
accelerator
– Let it be driven by IOI

31. FLYWHEEL

33. Brand
• Closing the Loop: Your Brand
– Brand equals a promised user experience
– It’s your reputation—what people expect to
feel when they hang out with you
• Brand funnels the IOI back into your
Resource Engine
– Metrics and Stories of a changed world
– Energizes those who share the vision

34. Flywheel
• The whole system is like a Flywheel
– It starts slowly and builds momentum
– It becomes a culture that is hard to stop
– Someday it becomes obvious and robust
• You’re building a whole system that
should survive you
• Focusing inputs on a hedgehog with
discipline yields Superior Performance
in your IOI output

36. CASE STUDY:
REFRAME MEDIA
Defining the details as example

38. ReFrame Media
• Christian Media
Ministry
• Part of a 70-year-old,
multi-language
ministry
• Multiple programs for
multiple ages

39. Hedge Hog Concept
• Lifelong Discipling Relationships
– Relationships built over time with people of
all ages ands places
– Relationships are Christ-orienting in
nature, regardless of how Christ-oriented
people are currently—we come alongside
and point to Jesus
– Relationships are intended to last for
decades—we follow through the spiritual
journeys of you and your loved ones

40. Best in the World
• Reformed Perspective
• Christian Reformed Voice
• Mosaic Media Ministry
– Multi-medium
– Multi-touch
– Multi-audience
– Multi-year

41. Passion & Vision
• Seeing God’s Story in Your life
– About God
• His whole story, from Creation to New Creation
– About You
• Your whole life being reframed by God’s story
and your place in it
• Your whole life long
• Your whole life wide

42. BHAG
• Lifelong Discipling Relationships with a
million people—a million in our funnel
of discipling influence

43. Metrics (IOI)
• Relationship: Cost per reaction
– Funnel of Engagement:
Awareness, Consumption, Reaction
• Discipling: Cost per spiritual growth?
– This is not countable, only anecdotal
• Lifelong: Cost per multi-fan
– This may be countable,
but we don’t have the tools yet

44. Brand
• Multiple, overlapping brands (mosaic)
• Unified theme within each brand:
– Seeing God’s story in Your Life
• Your whole life Wide
• Your whole life Long

45. Resource Engine
• Multi-brand Resource Engine
– Rooted in a denomination, speaking to all
– Fans of one or multiple brands
• May like just one Program
• But programs work together as ReFrame,
• In context of BTGMI, CRCNA
– Donors to one or multiple brands
– Join our big picture,
or stay with your favorite