A strategic idea can seem clear at the top — and progressively lose clarity as it travels through the organisation.
How much of your central brand idea survives the journey?
Leadership may be clear about what the brand should stand for.
People need to understand what it means for the organisation — and for the choices they make in their own roles.
Understanding needs to become conviction — strong enough to survive commercial pressures and difficult choices.
Conviction needs to create coherence — so different teams don't pull the brand in different directions.
The idea needs to survive activation — remaining visible in what the organisation actually puts into the market.
Whether the customer receives what the organisation intended in the first place.
At each stage, some of the original signal can weaken. That is Strategic Transmission Loss.
The 5-minute diagnostic helps identify where the loss may be occurring.
For each of the following 18 statements, choose the response that most accurately reflects your organisation.
Don't answer for where you would like to be. Answer for where you believe you are today.
Start the diagnostic →Not at all true · Slightly true · Partly true · Mostly true · Completely true
Your stage labels are not shown while you answer.
Your answers trace how strongly your central brand idea appears to survive through five stages of your organisation.
Complete the diagnostic to see where your signal appears to weaken most.
We deliberately don't score Experience.
Leadership can assess what the organisation intends. It can assess whether people understand it, believe in it, move coherently around it and bring it into activation.
Only your customer can tell you whether the signal finally arrived.
The five scores provide a quick view of where your strategic signal may be weakening.
But two organisations with the same score can have very different underlying issues.
We can review your individual responses and share a more detailed interpretation of where the loss appears to originate and what may be contributing to it.
