What makes the Business Synchronicity Index unique?
Key Differentiators:
Authenticity Focus: Only tool measuring stated vs. actual alignment
Action-Based: Evaluates real business operations, not just consumer perceptions
Predictive Power: Links authenticity to measurable business outcomes
Comprehensive: 5 business functions vs. competitors' narrow focus areas
Our evaluation reinforces conclusions we’ve drawn through our combined experiences in advertising and public relations. It reinforces research that demonstrates organizations with strong alignment between their purpose and all business functions (marketing, operations, employees, customers, stakeholders) achieve:
3x faster growth than competitors
10x better stock performance over time
40 percent higher employee engagement
Up to 3.89 percent annual ROA improvement
$228-355 million in avoided productivity losses for large companies
30 percent higher innovation levels
Significantly stronger customer loyalty and trust
Mission Statement/Brand Purpose
Evaluates both the quality of the stated mission or purpose and how authentically the organization lives it. We assess ten criteria, including purpose-driven foundation, clarity, specificity, inspiration, values integration, stakeholder relevance, differentiation, realism, longevity, and organizational integration. The focus is heavily weighted toward whether the purpose actually drives organizational behavior rather than just existing as marketing copy.
Marketing
Analyzes how well marketing execution aligns with the stated business purpose across all touchpoints. We evaluate brand messaging consistency, visual identity adherence, campaign-purpose alignment, channel strategy coherence, and customer communication authenticity. The assessment examines whether marketing genuinely advances the brand's higher purpose or merely sells products through a superficial connection to a purpose.
Employees
Evaluates whether the internal employee experience authentically reflects stated business values through six areas: hiring practices, employee engagement with purpose, leadership behavior modeling, work environment culture, development programs, and internal communication transparency. Since employees are the primary delivery mechanism for business promises, this driver focuses on genuine cultural integration rather than policy statements.
Operations
Assesses how operational execution and business practices align with business purpose through supply chain ethics, product/service quality delivery, customer experience operations, technology implementation, transparency practices, and resource allocation. This driver focuses on measurable actions and outcomes rather than stated intentions, as operations are where business promises are delivered or broken.
The FIVE Drivers
Stakeholders
Measures authentic alignment with two critical groups -target customers and investors-by analyzing their genuine belief that the company lives its stated values. For customers, we examine reviews, social media sentiment, and advocacy behavior to identify authentic language. For investors, we assess earnings calls, ESG ratings, and analyst reports to determine whether the mission is viewed as a competitive advantage or marketing expense.