From the inception of RoundMap®, we recognized the need for a symbol that would embody the essence of our framework—complex yet approachable, sophisticated yet inviting, and most importantly, a visual representation that could inspire curiosity and connection. We wanted a symbol that respected the intricacies of our whole-system thinking and conveyed the clear vision and collaborative spirit we champion. As our insights and understanding evolved over the years, so did our symbol, reflecting the ongoing journey of RoundMap® to adapt, refine, and more deeply align with the values of interconnectedness, purpose, and impact.
Over the years, RoundMap® has evolved through four distinct symbols, reflecting our growing insights and commitment to fostering interconnected, purpose-driven business strategies.
2019: Our journey began with a symbol emphasizing customer dynamics and the strategic overlap between business models and customer lifecycles, highlighting the need for a cyclical, collaborative approach.
2021: Next, we introduced the all-seeing eye, which represents vision and connectedness. This eye encouraged organizations to see through multiple lenses and foster cross-functional collaboration.
2023: Acknowledging the challenge of silos, the 2023 symbol featured segmented elements that stressed the importance of overcoming internal barriers to drive cohesive, strategic execution.
2024: Finally, the 2024 symbol embraced a global perspective with a central globe, symbolizing the shift towards fluid, borderless collaboration for a more significant collective impact.
Each iteration captures the essence of RoundMap’s evolving philosophy, from addressing silos to championing a unified, interconnected approach to business success.
2024: Transcending Self-Interest
In 2024, we reconsidered the design of the symbol following new insights:
Design and Symbolism: The 2024 symbol represents a transformation towards a more holistic, inclusive, and interconnected vision. The globe at the center symbolizes a borderless, global perspective that transcends organizational boundaries. The surrounding dots, which can represent individuals, teams, or entities, are depicted as being in fluid connection with the central globe, signifying a move towards a more integrated and collaborative approach. The colors blend seamlessly, suggesting harmony, diversity, and the fusion of efforts towards a common purpose.
Philosophical Context: This new design moves beyond the acknowledgment of silos and instead focuses on the permeability and fluidity of organizational boundaries. It suggests that while silos exist, they are not insurmountable barriers; instead, they are points of transition where collaboration can expand beyond the confines of a single organization. The emphasis is on collective impact and the interconnected nature of modern enterprises, advocating for a shift where the edges of organizations are not rigid borders but zones of potential integration and collaboration with other entities to maximize overall impact.
2023: Transcending Silos
In 2023, the symbol needed to represent new fundamental insights:
Design and Symbolism: The 2023 symbol features four S-shaped elements at the center, representing the persistence of silos within organizations and the challenges they pose to collaboration and progress. The S-shapes can be seen as barriers or segments that depict how different parts of an organization can become isolated from one another due to human nature’s tendency to form close-knit, like-minded groups.
Philosophical Context: This design acknowledges that silos are natural but emphasizes the need for a shift in mindset to dismantle these barriers. It underscores the idea that true collaboration requires overcoming these structural and cultural divisions to move towards shared experiences, information, and strategies. The broader context critiques the power dynamics in current legal and financial frameworks, which often exacerbate inequality by prioritizing shareholder interests over other stakeholders.
2021: Foresight from Shared Insight
These were a few considerations for our first symbol:
The Eye at the Center: The central eye symbolizes the importance of having a clear, forward-looking vision that guides the organization’s path. This element emphasizes foresight, vigilance, and anticipating future opportunities and threats. The eye serves as a reminder that organizations must always keep their goals and desired outcomes in sight, ensuring that every decision aligns with the collective vision. It also represents the need to look through multiple lenses, promoting an integrated perspective that values diverse viewpoints and critical thinking.
Connectedness through Network Lines: The interconnected nodes form a network around the eye, symbolizing the importance of connectivity within and beyond the organization. This design reflects a departure from the compartmentalization of Taylorism, which often led to isolated silos focused solely on productivity. Instead, the network highlights the need for collaboration, communication, and the seamless flow of information and ideas across all levels of the organization. It underscores the significance of fostering relationships, building trust, and encouraging empathy and innovation through an interconnected structure.
Clean and Contemporary Aesthetic: The overall design maintains a clean, sophisticated look that balances complexity with approachability. The use of circular forms and intersecting lines suggests unity, inclusiveness, and the dynamic nature of business environments. This contemporary symbol aims to intrigue and engage stakeholders, drawing them into a deeper understanding of RoundMap’s holistic framework without overwhelming them.
2019: Customer Dynamics
The 2019 symbol features a compass and four puzzle pieces, each representing critical aspects of customer dynamics. This design reflected the fundamental understanding that business success is not a linear journey but a continuous, cyclical evolution driven by an integrated approach to customer interactions and business modeling.
Key Insights:
Overlap of Business Model Matrix™ and Integrated Customer Lifecycle:
A pivotal discovery in the development of RoundMap® was the realization that the Business Model Matrix™ and the Integrated Customer Lifecycle are not isolated frameworks; they overlap and influence one another. This overlap underscores that strategic decisions made in one sector—represented by the compass in the symbol—can have profound tactical implications throughout the customer lifecycle, often referred to as the ‘ultimate level of truth.’ This interconnection suggests that a focused strategy, for example in the blue sector, can ripple through the organization, affecting customer engagement, experience, and overall lifecycle management.
Navigating Silos with a Collaborative Mindset:
The symbol also addresses the reality of organizational silos—distinct groups of experts, each with their own unique set of norms, behaviors, and dynamics. While these silos can drive internal excellence, they also have the potential to fragment the execution of a unified Business Strategy, thus crippling overall performance if not properly managed. Rather than attempting to dismantle these silos, the RoundMap® philosophy advocates for crossing them through intentional, structured collaboration.
Cross-Functional Collaboration:
Successful navigation of these silos requires a truly collaborative mindset. The compass in the symbol represents guidance and direction, encouraging leaders to steer their teams towards open communication and shared objectives. This approach involves regularly bringing representatives from each silo to an intercompany roundtable to discuss the flow of information—what needs to be shared, why it matters, how frequently, and in what format. By fitting the pieces of the customer lifecycle puzzle together, organizations can create a coherent and aligned strategy that propels them towards their desired outcomes.
Leadership and Collaborative Value Chains:
Great leaders understand that fostering a collaborative mindset is essential for building an effective value chain. They cultivate environments where cross-functional cooperation is the norm, enhancing operational performance without disrupting the positive aspects of individual group dynamics. By aligning these diverse silos with the overarching customer lifecycle, leaders can ensure that every part of the organization works towards a common goal, creating a seamless, interconnected approach to customer engagement.
Overall Evolution
The evolution of RoundMap®’s symbols mirrors our journey of deepening insight and alignment with our core mission: to empower organizations through whole-system thinking, purposeful strategy, and collaborative impact. From the initial focus on customer dynamics and strategic overlap to embracing a global vision of interconnectedness, our symbols have continuously adapted to reflect our commitment to breaking silos, fostering collaboration, and enabling collective success. Each iteration serves as a visual testament to our ongoing quest to inspire and guide organizations towards a more interconnected, adaptive, and impactful future.
